Bounce Rates Demystified: What Does It Mean for Google Ads?

Bounce Rates Demystified: What Does It Mean for Google Ads?

If you’ve ever heard the term “bounce rate” and wondered what it meant for your business, you’re not alone. In this blog post, we’ll break down what a bounce rate is, how it affects your Google Ads campaigns, and what kind of bounce rate is considered healthy. So let’s dive in!

What is a Bounce Rate?

Simply put, a bounce rate is the percentage of visitors who land on your website and leave without taking any other action. These are people who come to your website, take one look around, and then click away to never return again. This could be due to a number of reasons; either they found what they were looking for or they didn’t find anything that interested them. Regardless of the reason, their visit resulted in no conversions or sales; hence the term “bounce”

A "working website" picture pasted on a cardboard box

How Does Bounce Rate Relate to Google Ads?

When you run a Pay-Per-Click (PPC) campaign through Google Ads, you want to make sure that your money is being well spent and that you are seeing a good return on investment (ROI). This means ensuring that the ads are targeting the right people. Furthermore with interesting content that encourages them to stay on your website. And long enough to take some sort of action like making an inquiry or purchase. If people are bouncing from your website quickly after clicking on one of your ads, then it means 2 things.

  1. Either they weren’t interested in what they saw or;
  2. They weren’t finding what they were looking for.

Either way, it means those clicks are essentially wasted money since no conversion was made. So in terms of the path to conversion, is your website doing as much as it could?

What Is Considered A Good Bounce Rate?

A good bounce rate really depends on the type of website you have. And can vary greatly depending on factors such as industry and user expectations. Generally speaking though, anything below 40% can be considered good. While anything above 80% should be looked at more closely. As this may indicate there’s something wrong with how users interact with your site. Or even with how relevant and effective your ads are at targeting potential customers.

Understanding bounce rates is key when it comes to understanding how effective your PPC campaigns really are at driving sales for your business. Knowing this information can help you make changes if needed in order to ensure that each dollar spent on advertising gets as much bang for its buck as possible! Being aware of these numbers will also give you insight into areas where improvements might be needed so that you can optimize future campaigns accordingly. After all, isn’t that why we use PPC in the first place? To drive results! So keep an eye out on those bounces! They tell an important story about whether or not users like what they see when they reach your site after clicking one of those shiny new ads!


Google Ads Audit Offer CTA image