Click-through behavior across devices in paid search advertising: Why users favor top paid search ads and are sensitive to ad position change

This study investigated differences in consumer click-through behavior with paid search advertisement across devices – smartphone versus desktop versus tablet.
Lu and Du


  • Compared with desktop users, smartphone users, on average, more likely will click on the top paid search advertisement and are more sensitive to advertisement position change for unbranded searches (i.e., queries without the focal adv

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands