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Why do I see high bounce rates in Google Analytics for my display campaigns?

Display campaigns are considered “high-funnel” marketing. This means they focus on building brand awareness rather than driving immediate conversions. Because of this, it’s common to see higher bounce rates with display ads.

Users clicking display ads are often browsing content and not actively searching for your product. As a result, bounce rates for display campaigns typically range from 50% to 90%, which is higher than search campaigns where users are actively looking for something.

To help reduce bounce rates, we recommend refreshing your creatives every 4–6 weeks. Ads should clearly match what users find on your site. For example, if your ad shows a cute dog but your site sells bicycles, visitors may leave quickly because they don’t find what they expect.

User experience on your website also affects bounce rates. Consider:

  • Does your site answer visitors’ questions?

  • Are pop-ups causing frustration?

  • How fast do pages load?

  • Is the mobile experience smooth?

  • Is important info easy to find?

  • Does the site’s design support users’ needs?

Improving these can help visitors stay longer and engage more.

Remember, bounce rate alone does not measure campaign success—especially for brand awareness campaigns like display ads. It’s just one piece of the bigger picture.