Bounce rates are one of the most useful metrics when monitoring both your website usability / conversion-rate performance, as well as evaluating the success of other internet marketing investments.

Partially attributed to the increasing mobile accessibility of search, social networking sharing and link shortening services; growing numbers of website visitors are clicking links that bypass home pages and lead directly to product or service pages, blog posts and news articles.

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To advertise on Google search results and their content network of thousands of commercial and private websites; advertisers sign up for an AdWords account, create text or image adverts and choose lists of keywords or phrases that will trigger their ads at a set or automatic cost per click (CPC/CPM) up to a specified budget.
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