Bounce Rate Optimization. Bounce rate optimization method with…
By: Esra Kadı
Tags: PPC Marketing, Boostroas, PPC, Digital Marketing, Performance Marketing

Bounce Rate Optimization

Bounce Rate Optimization on Display Ads

I am fictionalizing to high bounce rate as “We are calling to the user to show RealMadrid shirt with online advertising but when users come to our website, we show Barcelona shirt to him.” Therefore, users who click on the advertisement and come to our website, they are encountering an annoying scenario, and then they are leaving suddenly our site. Should get a rise bounce rate? It shouldn’t. 🙀

Primarily, there may be many reasons for the high bounce rate, the points I usually control in high bounce situations;

📌 Landing page can be problematic, or the website may not be user friendly.

📌 The campaign may not have been fictionalized correctly.

📌 The ad may be showing to the wrong audience.

I thought I could optimize a bounce rate issue I encountered in the GDN ad type by target audience work. And in this writing, I would like to refer about the bounce rate optimization method with target audience work. 🔮

Firstly, I created 18 ad groups with 2 template images and 9 target audience to observe. My goal is to determine the most relevant audience with the brand; let’s see together what is the most relevant audience for eçanta.

I want to refer about target audience contents;

📌 Audience - 1: No Audience

I have never used any audience and placement. On the contrary, I have excluded the target audiences I use in other ad groups from here.

📌 Audience - 2: Audience

I have used affinity audiences and audiences in -market.

Affinity audience: Fashionistas, Luxury Shoppers

In-market audience: Backpacks, Luggage, Shoes, Handbags, Wallets, Briefcases & Leather Goods

📌 Audience - 3: Custom Audience

I used the audiences containing the eçanta brands I created. While creating the target audiences I created them according to interests.

Custom Affinity Audience: eçanta’s Brands, Brands (Brands that are similar to eçanta brands)

📌 Audience - 4: Topics

I used ready-made topics of the Google Ads platform. I did not add any placements and target audience.

Topics: Fashion Designers & Collections, Handbags & Purses, School Supplies & Classroom Equipment, Backpacks & Utility Bags

📌 Audience - 5: Remarketing

Because of the audiences are small, I have added all remarketing audiences to an ad group. Their masses can be observed separately for a wide brand. 🚀

Remarketing: Add to Cart, Purchase Product User, Remarketing(All)

📌 Audience - 6: Similar Audience

I used similar audiences of the audiences I added for remarketing.

📌 Audience - 7: Placements

I just added 10 placements, I didn’t use any audience or topics. I chose these 10 placement from the previously good converting GDN placements.

📌 Audience - 8: Placement + Audience

I used placement and target audience. I created a group that is exactly the intersection of placements and target audience.

📌 Audience - 9: Keywords

I targeted keywords according to the product category of the brand.

Category Keywords: Bag, Wallet, Luggage

Brands: eçanta’s Brands

📋 Other settings I use in my campaign;

I’m moving forward using the maximize click bidding strategy method.

Campaign target: Targeting /Observation. (I used the “Targeting” type. In order to observe better. It will limit the campaign somewhat.)

/Observation. (I used the “Targeting” type. In order to observe better. It will limit the campaign somewhat.) Location in Turkey, and İ chose the all languages.

I made day&hour optimization so that the campaign would run during the daytime.

I will share the results that I get after 1–2 weeks of observation 🙃 How do you use the target audiences for the GDN ad type or what kind of target audience would you like in your ads? what are your suggestions? ⁉️ 👀