PT  - JOURNAL ARTICLE
AU  - Chongyu Lu
AU  - Rex Yuxing Du
TI  - Click-Through Behavior across Devices In Paid Search Advertising
AID  - 10.2501/JAR-2020-004
DP  - 2020 Feb 26
TA  - Journal of Advertising Research
PG  - JAR-2020-004
4099  - http://www.journalofadvertisingresearch.com/content/early/2020/02/24/JAR-2020-004.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2020/02/24/JAR-2020-004.full
AB  - This study investigated differences in consumer click-through behavior with paid search advertisement across devices—smartphone versus desktop versus tablet. The authors examined how different device users behave in terms of their tendency to click on the top paid search advertisement and their sensitivity to advertisement position change, and whether tablet users are more similar to smartphone or desktop users when clicking through paid search advertisements. By leveraging Google AdWords data from 13 paid search advertisers, the authors developed empirical findings that provide insights into paid search advertising strategies across devices.