100% Bounce Rate in Google Adwords is a Serious Problem.
Bounce rate means that a visitor came to your site, looked at 1 page, then left. If your paying per click, 100% bounce is an expensive problem. The target bounce percentage for your Adwords traffic should be 30% or lower.
“It means, they came, they didn’t like
it and now they are leaving.”
Bounce rate is a metric of user engagement; a potential customer must be engaged if they are going to make a purchase. It is the job or your marketing and website to engage the customer and when you are failing, you will have a high bounce rate.
High bounce rate means that the traffic coming into your site is:
- Not relevant
- Not interested
- Dont like what they found
- Or is not quality traffic.
Regardless, it equals poor user experience. If your Adwords traffic is reporting 100% bounce rate, you are wasting money and those keywords need immediate improvement! Whereas 100% bounce rate for organic traffic will often have keywords and traffic sources with high bounce rates, paid traffic should be lower than 50%.
- User experiance
- Not qualified traffic
Is There Ever A Situation Where 100% Bounce Rate is OK?
From time to time a very experienced internet marketer will make the argument that 100% bounce can be a good thing and that it isn’t always a negative. Although true, not likely. In any event, at a minimum if that is the case, that means that you havn’t correctly setup your anlaytics and you are not truely measuring bounce rate.
1 page website – In theory, a 1 page website can and would cause 100% bounce rate. However, if so, it simply means that your analytics is not tracking in-page events that indicate user engagement. All valuable actions to your business should be tracked such as reading important information, downloading a whitepaper, submitting information into a webform etc…
Phone tracking can occur by loading a “virtual” page which causes the website to fire a hidden page and can cause 100% bounce rate. This is the only example that should ever be accepted for 100% bounce rate.
3rd – party Call To Action If you are using 3rd-party tools in your website, there is a possibility they will cause a high bounce rate. If this is the case, you should question the need for the tool and if it was designed to increase the user engagement. If not, get something that engages your customer. If the tool does not allow for Google Analytics integration and tracking, I would recommend that you find a better tool or have it made so that it can track your customers engagement.