Characterizing landing pages in sponsored search

Haibin Liu, Woo Cheol Kim, Dongwon Lee

Research output: Chapter in Book/Report/Conference proceedingConference contribution

3 Scopus citations

Abstract

Using a total of 60,419 ad links collected from three search engines (i.e., Bing, Google, and Yahoo), we characterize the "mobile-friendliness" of landing pages in sponsored search. In particular, we analyze the common and different characteristics between landing pages made for desktop vs. mobile device users, measure/validate the quantitative scores for their mobile-friendliness, and classify the results with respect to types of queries and landing pages. Based on our findings, we articulate that: (1) current landing pages (regardless of search engines or platforms) are \emph{not} mobile-friendly enough, and (2) better data-driven methods (as opposed to current static methods) to help advertisers build mobile-friendly landing pages are needed.

Original languageEnglish (US)
Title of host publicationProceedings - 2012 8th Latin American Web Congress, LA-WEB 2012
Pages100-107
Number of pages8
DOIs
StatePublished - Dec 1 2012
Event2012 8th Latin American Web Congress, LA-WEB 2012 - Cartagena de Indias, Colombia
Duration: Oct 24 2012Oct 26 2012

Publication series

NameProceedings - 2012 8th Latin American Web Congress, LA-WEB 2012

Other

Other2012 8th Latin American Web Congress, LA-WEB 2012
CountryColombia
CityCartagena de Indias
Period10/24/1210/26/12

    Fingerprint

All Science Journal Classification (ASJC) codes

  • Computer Networks and Communications

Cite this

Liu, H., Kim, W. C., & Lee, D. (2012). Characterizing landing pages in sponsored search. In Proceedings - 2012 8th Latin American Web Congress, LA-WEB 2012 (pp. 100-107). [6392145] (Proceedings - 2012 8th Latin American Web Congress, LA-WEB 2012). https://doi.org/10.1109/LA-WEB.2012.10