RT Journal Article
SR Electronic
T1 Click-Through Behavior across Devices In Paid Search Advertising
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 394
OP 406
DO 10.2501/JAR-2020-004
VO 60
IS 4
A1 CHONGYU LU
A1 REX YUXING DU
YR 2020
UL http://www.journalofadvertisingresearch.com/content/60/4/394.abstract
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.