She was thrilled -- not only was her new paid search campaign driving traffic to her website, but it was also generating online sales! Yet closer inspection revealed that the campaign wasn't producing anywhere near the value it should have delivered. In fact, 75 percent of visitors were leaving the site immediately after arriving. In short, the site had a major bounce rate problem. As a result, the company was spending a lot of money to drive a subpar brand experience.

But our retailer friend is far from alone, as this is a problem that plagues many marketers. The good news, however, is that it is easily remedied. The key is to incorporate bounce rate analysis into your efforts to improve paid search campaign performance. By tapping into the learnings it provides, a bounce rate analysis can help you capture the right audience with the right message in the right way. Ultimately, it can help you drive further campaign growth and maximize your campaign's ROI.

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