main navigation
my pace

WARC | PACE UNIVERSITY

News & Events

Sort/Filter

Filter Newsfeed

News Item

WARC featured Lubin Marketing Professor Chongyu Lu in "Paid search ads should avoid one-size-fits-all strategy"

04/17/2020

WARC featured Lubin Marketing Professor Chongyu Lu in "Paid search ads should avoid one-size-fits-all strategy"

Chongyu Lu (Pace University) and Rex Yuxing Du (University of Houston) discussed this subject in a paper entitled, Click-through behavior across devices in paid search advertising: Why users favor top paid search ads and are sensitive to ad position change.

The study drew on Google AdWords data for 13 advertisers in various industries and covered over 20 million ad impressions in total.

Based on this data, the authors looked at a variety of factors, including if smartphone, tablet and desktop users behave differently when it comes to clicking on the top paid-search ads or when the position of ads change.

Paid search advertisers, they argued, “should bear in mind that there can be significant device effects on the click-through rate; instead of a one-size-fits-all strategy, they should make device-specific adjustments to their paid search campaigns.”

Read the full WARC article.