High Bounce Rate from Display Ads

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mfeatherstone
mfeatherstone Posts: 1 ✭
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We're relatively new to 6sense and now have a full quarter's worth of data to review and digest. We're seeing a high bounce rate in Google Analytics from our display ads (we know the culprit is 6sense display based on UTM data). Has anyone else had this issue? Any best practices for rectifying?

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  • Kyle Dugan
    Kyle Dugan Posts: 23 6senser

    Hi @mfeatherstone, we typically see a high bounce rate from our display ads too. Our strategy isn't to focus on traffic from those ads as much as impressions served. We think of them as billboards and our goal is getting the message and brand in front of the right people. Our measure of success for display campaigns is AVTR. Which measures when an account is served an impression and then comes to your website later.

    If you want to lower your bounce rate, my recommendations would be to focus on text ads that quickly and concisely state the benefit. You can also increase those metrics if you focus on desktop instead of mobile placements and use the preferred publisher list or select the sites you want to serve your ads on.

  • Brian Ly
    Brian Ly Posts: 1 ✭✭

    We've noticed the same, although our display campaign was a short 1 month test run. We did see a new deal pop through and 6sense was able to show that it was a contributor to that lead. It's a bit soon to be conclusive, but I'd wager that even though the bounce rate may be high if your audience targeting is solid and the quality of leads are good then it's well worth having a lower bounce rate.

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