2009 PredictingBounceRatesinSponsore

• (Sculley et al., 2009) ⇒ D. Sculley, Robert G. Malkin, Sugato Basu, and Roberto J. Bayardo. (2009). “Predicting Bounce Rates in Sponsored Search Advertisements.” In: Proceedings of the 15th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining (KDD-2009). doi:10.1145/1557019.1557161

Subject Headings:

Notes

• Categories and Subject Descriptors: I.5.4 Computing Methodologies: Pattern Recognition — Applications
• General Terms: Experimentation

Cited By

• http://scholar.google.com/scholar?q=%22Predicting+bounce+rates+in+sponsored+search+advertisements%22+2009
• http://portal.acm.org/citation.cfm?doid=1557019.1557161&preflayout=flat#citedby

Quotes

Author Keywords

Bounce Rate, Sponsored Search, Machine Learning

Abstract

This paper explores an important and relatively unstudied quality measure of a sponsored search advertisement : bounce rate. The bounce rate of a 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, we first provide quantitative analysis showing that bounce rate is an effective measure of user satisfaction. We then address the question, can we predict bounce rate by analyzing the features of the advertisement? An affirmative answer would allow advertisers and search engines to predict the effectiveness and quality of advertisements before they are shown. We propose solutions to this problem involving large-scale learning methods that leverage features drawn from ad creatives in addition to their keywords and landing pages.

References

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	Author	volume	Date Value	title	type	journal	titleUrl	doi	note	year
2009 PredictingBounceRatesinSponsore	Sugato Basu D. Sculley Robert G. Malkin Roberto J. Bayardo			Predicting Bounce Rates in Sponsored Search Advertisements		KDD-2009 Proceedings		10.1145/1557019.1557161		2009