Facebook Advertising Is Letting Us Down

It’s hot outside. 

Just walked back into my office after completing one of many “get away from the computer” health and wellness walks. Now I’m digging into analytics. I found 1 consistent thread analyzing data for 5 of our clients. It seems as though the percentage of people who land on these 5 websites via Facebook advertising bring a high bounce rate with them. I looked at the people who landed on the 5 websites via organic search, the bounce rate was significantly lower. In some cases over 20% lower.

I was a little surprised at this.

For a while now I’ve sang the praises of Facebook advertising. The targeting is unmatched. The costs are so low. All of these things are true. When it comes to bounce rate at least, Facebook advertising seems to fall short. Ahhh, on the surface perhaps.

Why is this?

According to Google, “Bounce Rate is the percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page).”

I believe users are leaving the websites after viewing a single page because they’ve found the information they need on that one page, and had no need or interest in going to other pages. The reason why, I think this is because the Facebook advertising is driving people to blog article pages. This is a good thing because website traffic supports our SEO efforts.

What I plan to do about it.

The plan is to get a plugin that “suggests” other articles to read within the article they are reading. As I think about it, most – if not all – media websites “suggest” other articles to read. I suppose the bounce rates will decrease some with this implementation, if Google’s definition of bounce rate is accurate. The plugin ought to decrease the number of single page sessions.

Tune in next time to find out if my theory holds any water.