What should be the bounce rate when moving from the context?

Question

contextual advertising

Hello.
Now I am expanding the number of ads, now the indicator is deplorable - 23% Therefore, a quarter of users were looking for something else :( Someone said that the indicator should be no more than 10%.
What should be the bounce rate of users who came from contextual advertising?

Answer 1

There is another question that you consider to be a bounce rate. In GA, for example, by default, this is if the visitor viewed no more than 1 page (that is, someone could hang on this page for an hour, read something, then leave - in GA this is a failure). In Metrica, this is 15 seconds, if I'm not mistaken. You can also customize yours.
23% is not a deplorable bounce rate, but quite normal. But you still look at the bounce rate not by context, but by the overall site, if it doesn’t stand out from the general one, then everything is ok.

Answer 2

Maybe they didn't like something on your site. Or is it something there, but hidden. Look again for keywords that people are looking for other than that. The indicator can be 75%, I saw it myself. Use negative keywords. We have campaigns with bounce rates from 10 to 36.5%. But the problem here is that the campaigns are not being followed as closely as they should be.

Answer 3

Michael is right. A bounce rate of 23% is quite normal. Such an indicator can be bad if you look at the data in Yandex Metrica.
We recently unrolled an ad for an online store of building materials, the bounce rate on Google is 40%, in Metrika around 10%. Interestingly, free traffic, as always, showed its worst side of 60% according to Google Analytics.
On my blog gendolf.info bounces are generally at the level of 85.5%, low user activity is a problem for many blogs.

Answer 4

I understand that the question is already probably not relevant to the OP, but is useful for future generations.
You can't judge bounces just by their number or share of traffic. As the guys from Yandex explained, sometimes the site that the user has not visited is the most useful. For example, if the information of interest to the user is loaded into a snippet.
In the case of context, the bounce rate is always above the site average. Because you free the user from searching and navigating the site. It doesn't need to navigate to directory, partitions, etc. Users in the context often act on the principle of "Come-see-leave/buy". Therefore, here you need to work on the marketing part of your offer.
In addition, if ads in the context are set up for information requests, users get to the site, quickly see the information they were looking for and leave.