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PLA and Bounce Rate

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi,

 

we've been using PLA for a quite some time now, however one thing was alweys bodering me: HIgh Bounce Rate.

 

On most of our campaignes our BR is around: 37% but on PLA is around: 68%

 

Anyone of you noticed higher BR on PLA? Any idea why is that?


Thanks

York

1 Expert replyverified_user
Marked as Best Answer.
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Accepted by topic author Office N
September 2015

Re: PLA and Bounce Rate

Follower ✭ ✭ ☆
# 2
Follower ✭ ✭ ☆

yeah it was about the same for me in the beginning. Is this PLA campaign targeting all products? you need to look at what's triggering the most of your ads and use negative keywords to block the ones you deem irrelvant. Also I would put negative keywords on products that are too general. If you are selling Ultra Slim Laptop ZB0101 and Light Weight Laptop IJ889, I would just put EXACT negatives on "laptops" 

 

PLA is best for matching the exact product your customer is looking for. Allowing general keywords in PLA is just a waste of money most of the time, unless you have a strategy to acquire customers not only in the buying funnel but shopping/learning funnel as well. 

Re: PLA and Bounce Rate

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
Right, thanks for tips I will definitely use more negative keywords to get most of PLA

Re: PLA and Bounce Rate

Follower ✭ ☆ ☆
# 4
Follower ✭ ☆ ☆
How do you add negative keywords for each different product though? Do you have to create a separate feed?

Re: PLA and Bounce Rate

[ Edited ]
Top Contributor
# 5
Top Contributor

negative-keywords may be added at the ad-group level --
there is no need for a separate feed; attributes are used
to create an ad-group.
https://support.google.com/ds/answer/4601299

 

generally, a group may be one item -- but a larger group of items

that are triggered by a common search-term can be grouped so

common negative keywords can be applied, rather than per-item.

more generally, adwords looks at multiple feeds as one single
set of items -- funneled into one single linked-adwords-account.