A few days ago, Rocky’s blog was shunned by a potential advertiser simply because his high traffic blog experiences a high bounce rate. I never thought that a high bounce rate can affect one’s bargaining power when it comes to adverts. I have always thought that as long as one’s blog gets a lot of traffic, advertisers will scramble for it. According to the advertiser who turned down Rocky’s blog, the ever exciting Entrecard is one of the services that are responsible for high bounce rates. In my recent post, I pointed out some of the things that Entrecard must do in order to minimize bounce rate and make Entrecard powered blogs more advertiser friendly. So far, this post has received a number of exciting comments. In one of the comments, Richard Cotta says
Advertisers will cite all kinds of reasons for why they don’t want to advertise. A high bounce rate does not sound like a good reason. If the advertiser runs a top banner advert, every visitor will at least see their advert.
I agree with Richard entirely. Running a very attractive top page banner advert on a high traffic blog that has a high bounce rate would be great. Since the affinity of visitors to this blog is low, most of these visitors will end up clicking the advertiser’s banner. The advertiser will end up gaining most of the traffic that would have bounced. On the other hand, if a high traffic blog has a low bounce rate; most visitors tend to enjoy reading posts and making comments on it without clicking the advert banners. Therefore, most of these visitors end up leaving the blog by clicking links in the comments section to other exciting blogs whose authors have left some great comments on some of posts. These are just my random views but I would like to ask Internet marketing gurus to do some research and analysis to come up with the real picture. But as of now I maintain the view that advertisers who shun blogs with high traffic but high bounce rate are wrong. On what do they base the fact that high traffic/high bounce rate blogs cannot bring enough traffic to their sites? My simple advice to Rocky is that he must ask his potential advertiser for a short term contract in which he must run test adverts. Both parties must jointly monitor the impact of these particular adverts on the sales and revenue stats over a fixed period of time. Then they must compare these stats with those of the other established blogs on which this particular advertiser enjoys running his adverts. I am sure Rocky’s blog can easily emerge as a better platform compared to some of “good” blogs. Of course, in the event of such a success, Rocky must be paid based on the achieved impact.
Note: Although Rocky is a good friend of mine, he did not disclose the name of his potential advertiser.