Adwords - High CTR & High Bounce Rate do not mean anything

[webtappeti]

This is what some "experts" are telling me ( related to an e-commerce )

I find this weird. Always thought that a high Bounce Rate means that
people clicking on the ads leave because what they find is not relevant to their search.
And isn't CTR directly related to the cost per click ( the higher the CTR, the lower the cost per click )? How can a high CTR be meaningless or even negative?

Any thoughts or direct experience?

Thanks

 

[directmarketingadvice]

This is what some "experts" are telling me ( related to an e-commerce )

I find this weird.

And you should.

CTR isn't everything in PPC, but it's pretty damn important. For example, I'd rather have an ad with ctr of 5% that brought me visitors that converted at 2% than an ad with a ctr of 3% and conversion rate of 3%.

As for bounce rate, it depends on the context - in particular, do you want people to click to another page? Or is it a "buy or leave" choice you're offering them?

Usually in ecommerce, a high bounce rate is a symptom of your visitors not finding what they expected when they came to your site - or a sign that your site doesn't look trustworthy.

But, not always, and you've got to think about the context of where the visitor arrives and what you want him or her to do.

Steve