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September 23, 2016

A High Bounce Rate is Not a Problem

A High Bounce Rate is Not a Problem … As a Matter of Fact, It’s to Be Expected!

Here’s why:

Effectiveness of an Impression and Click

A 4-week third party study by industry leader comScore of 139 online display ad campaigns revealed:

If a subpar ad campaign can create results like this, imagine what something like Genius Monkey’s technology and expertise could do for your business!

Online Ads Increase Online and Offline Traffic

We track the results of our programmatic advertising …

BECAUSE WE CAN!

Genius Monkey doesn’t just measure the conversions from a direct click; we look at the WHOLE PICTURE across ALL THE CHANNELS, over the ENTIRE JOURNEY!

The result is accurate measuring, and offers a complete snapshot of the effectiveness of your advertising dollars.

Don’t Depend Solely on “Last-Click Attribution”

Last-Click Attribution: Refers to a default web analytics model used by tools like Google Analytics in which the “last click” is given credit for a sale or conversion.

Many advertisers credit the last click for bringing new customers to the table, crediting the visit to organic or direct traffic. But to be accurate, a further understanding of how that last click came to be is imperative to get a true picture of what created the success.

Those that focus on Last Click conversions only are missing opportunities for better optimization, which leads to a broader bottom line!

Your Genius Monkey account representative knows how to discern how many direct conversions and what amount of search engine traffic are results of programmatic search!

In this day and age, attribution is the key that opens the door to an understanding of how your programmatic campaign is actually performing.

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“At Genius Monkey we even see an over all increase in email campaigns, CTR and conversion rates during the time we are running our programmatic ads for a client.” Says Jeremy Hudgens, SVP and Director of Client solutions at Genius Monkey _

Its important to understand that programs like Google Analytics are great but have a very hard time tracking programmatic ads so don’t just look at the basic amounts of traffic and bounce rate. Uncover and dive deeper into

  1. What did the visitors do who Did Not bounce
  2. What other medians went up in traffic once programmatic started
  3. How is Programmatic doing in compare to other like-media, i.e., direct banner buys from a single site
  4. Total incoming leads including phone, walk in traffic and digital leads

The data you gather from Google Analytics doesn’t paint a true picture of your overall success. For instance, if you see a high volume of site visits, your data could be off by anywhere between 10 and 80 percent!

This means that marketers may be making data-driven decisions based on information that is potentially inaccurate. While you can generally trust data relating to visits and page views, you can’t rely on revenues, transactions, conversion rates and goal conversions. Google Analytics can even experience discrepancies when running on an AdWords (a Google product as well). This begs the question: If it can’t even track its own own campaign to a high degree of accuracy, then how can they track other networks at a greater rate?

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