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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, we first provide quantitative analysis showing that bouncedoi:10.1145/1557019.1557161 dblp:conf/kdd/SculleyMBB09 fatcat:4yvmhkwpvrghhfscpobyukp4fi