PLA and Bounce Rate
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?
Re: PLA and Bounce Rate
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[ Edited ]
June 2014 - last edited June 2014
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.
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.