Predicting Bounce Rates in Sponsored Search Advertisements

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Executive Summary

This paper explores an important and relatively unstudied quality measure of a sponsored search advertisement: Bounce rate. The bounce rate of an ad can be informally defined as the fraction of users who click on the ad but almost immediately move on to other tasks. A high bounce rate can lead to poor advertiser return on investment, and suggests search engine users may be having a poor experience following the click. In this paper, the authors first provide quantitative analysis showing that bounce rate is an effective measure of user satisfaction.

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