Click-Through Behavior across Devices In Paid Search Advertising

Abstract

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.