You want users to find your client's site and be engaged with the content, but some users will leave the site without finding what they're looking for. Paying for clicks that don't materialize into meaningful visits is wasteful, so how do you identify the keywords that are attracting disinterested viewers?
Bounce rate can tell you a lot about whether people are engaged with site content, as it measures the frequency that people leave a site after viewing just one page. Our Analytics Evangelist, Avinash Kaushik,
calls this the "I came; I puked; I left" phenomenon. We'll stick with "bounce rate" for simplicity's sake, and in
this video, part of our
Google Analytics in 60 Seconds series, you can uncover how to use bounce rate to help locate the campaigns, ad groups, and keywords that are resulting in site abandonment. By identifying and eliminating keywords that aren't performing well, you can focus your efforts on more engaged users and help your client's budget go further.
