Is the high percentage of bounces of those who came through direct advertising related to the absence of the words “buy/order” in UTM_term?

Question

Yandex.Metrica

I look at the statistics in the metric for UTM_term tags, a high percentage of 40-60% of refusals for dominant visits with tags such as: "installation of rooftop boilers" "installation of rooftop boilers" "design of rooftop boilers". There are no roof boiler rooms, but also not very running equipment. That's what I think - maybe people from the direct come those who were simply interested in conditional roof boilers as such and read about their design and installation, and did not want to order? Maybe a fatal error is that in the ad settings in direct, there are not enough keywords "buy" and "order" ???

Answer 1

Yes you are right.
It's better to create more low-frequency queries than high-frequency queries in your example.
Many people are looking for instructions on how to do it yourself and whether instructions, etc.
You get the stream you don't need.
It’s better to create several ads with synonyms, for example
Buy design of roof boiler rooms
Order design of roof boiler rooms
design of roof boiler rooms order
design of roof boiler rooms, buy
, etc.