What Is Dwell Time in Advertising?
Dwell time refers to the amount of time a user spends on a webpage after clicking on a link but before returning to the search engine results page (SERP) or navigating away. It is closely related to another metric, time on page, and considered an indirect indicator of content relevance and user engagement.
Examples of Dwell Time
- Long Dwell Time: A user clicks on a native ad, spends several minutes reading an article or interacting with content, indicating high relevance.
- Short Dwell Time: A user quickly leaves the page after a brief visit, suggesting the content did not meet their expectations.
Key Points about Dwell Time
- Dwell time reflects how engaging and relevant your content is to users.
- Improving dwell time can lead to better user satisfaction and higher conversion rates on your native ad landing pages.
- It also indirectly influences SEO, as search engines may consider it when ranking content.
Dwell Time Best Practices
Create Engaging Content: Ensure your content is high-quality, informative, and tailored to your audience’s interests.
Use Visuals: Incorporate multimedia elements like images, infographics, and videos to keep users engaged.
Improve Page Speed: Slow loading times of webpages can frustrate users and lead to shorter dwell times.
Considerations
Content Relevance: Ensure the content matches the user’s intent based on the ad or search term they clicked on.
User Experience: Simplify navigation and improve site design to encourage users to stay longer on the page.
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