Answer the two questions with support from the article.

1. Why do you think the bounce rates differ across the three advertisements? What might be different about the customers motivation for visiting the site?
2. What could be done to lower the bounce rates? Think about how customers were attracted and what is included on the site as well as ideas presented earlier in this chapter.

Marketing Analytics in Action: Bounce Rate Rosa Winters is the product manager for ProjectPro project management software. Her primary source of leads comes from Facebook advertising and Google search ads. Both media charge on a pay-per-click basis (see Chapter 15). When customers click on a ProjectPro advertisement on one of these sites, they are brought to the Project Pro home page. Although it was great to get customers to the site, Rosa needed them to click on links at the site to learn more about the software and ultimately purchase it. ProjectPro's Facebook advertising targets people who "Liked" the Project Management Institute home page, and the advertising then appears in their newsfeeds. The Project Management Institute is an association of professionals dedicated to project management. On Google, ProjectPro's ad is presented above the organic search results when customers search for either (a) "project management software" or (b) project tracking." The cost-per-click for each of the three ads is different and so is the bounce rate (the percentage of people clicking on the ad who only visited the ProjectPro home page). The results of the previous month's advertising are shown in the table below. Review the data and answer the questions that follow.30 Lure Cost-per-Click Bounce Rate Referral Source Facebook ad Google search ad 1 Google search ad 2 $ 1.25 80.0% Project Management Institute fans Keyword: "project management software" Keyword: "project tracking" $12.00 21.5% $ 8.00 42.5% 1. Why do you think the bounce rates differ across the three advertisements? What might be different about the cus- tomers' motivation for visiting the site? 2. What could be done to lower the bounce rates? Think about how customers were attracted and what is included on the site as well as ideas presented earlier in this chapter