IMC 642

The bounce rate tells you how many users visit your site and then leave without interacting with the site in any other way. When users "bounce" that may mean that the content was not relevant to whatever they were searching for. This metric could be used to help create more relevant ads that are attracting the right type of consumer. The assumption is that if your site has a high bounce rate that the content must not be relevant to the consumer, however this is not always true. Bounce rate can sometimes be indicative of a website issue, but not always. For example, content pages, such as blogs, may have a higher bounce rates due to the nature of the site. "The problem many content sites face is that they generate lots of organic search traffic to specific pages. Once the page is read, the user leaves the site. Without any measurable action, this is a bounce, and time on page is zero seconds" (K'nect, 2017). In these instances, bounce rate would not be the m...

Click through rate is a metric used to measure how many viewers clicked an advertisement and then viewed your site. The click through rate is used to measure the relevance of a paid advertisement. This is done by measuring the number of clicks upon an advertisement and measuring it against the total number of impressions, or total number of views. A high click through rate or CTR means that the paid ad is relevant to users whereas a low CTR means that the ad may not be relevant to users (Mackey, 2019). Click Through Rate is generally displayed as a percentage.  Click through rate helps marketers to understand which ads and what language is resonating the most with consumers. Beyond that, however, a higher CTR has other benefits to a brand's digital presence. "CTR is not just an indication of how relevant your ads are to searchers. CTR also contributes to your Ad Rank in the search engines...That’s right – PPC isn’t a pure auction. The top position doesn’t go to the highest b...