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

MANAGEMENT SLANT

  • 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 adve

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