Same term and landing page, very different bounce paid vs organic

[jez000]

Hi guys, I have an 85% bounce rate on a ppc term and ad, vs a 51% bounce rate for the same term via organic. Same term, same landing page. Any thoughts why? Cheers, Jez

[Marcus_Miller]

Ha, this is a how long is a piece of string question but... to throw my hat into the ring I would guess this is something to do with the advert copy and positioning of the advert via serp listing.

So, your advert shows up, all the time up high and maybe the copy over eggs it a little.

Search listing shows up down the listing a bit, is more honest and people who are browsing down the list are a little more serious than the click, click, click ad searchers.

<more data="" needed="">What is the term? What is the ad copy? Do some ads perform better than others?</more>

[William.Lau]

I think this is just a simple answer.

Your advertisement text/title/description might not be same as your organic text/title/description. Unless they are the exact same, the bounce rate will be a bit different depending on the landing page.

I would test out the organic search's text/title/description, and create NEW advertisement(so it won't ruin your current AD), and use that organic TERM within the PPC.

Then you can check your bounce rate and see if it really differs that much.

This is the reason why many say meta data is not dead just not relevant in ranking. Meta data is still crazily important to attract the user and gives the user an idea of what to expect when clicking on the result.

[DenverKelly]

I'd play with your ad copy - are you running multiple ad versions for this keyword? One of these ads may produce a higher CTR but also a higher bounce rate.

Generally I find my ppc bounces at a lower rate than my organic traffic, but as you illustrated here that's a generalization and must be looked at page by page.

Thanks,

Denver