TY - GEN
T1 - Characterizing landing pages in sponsored search
AU - Liu, Haibin
AU - Kim, Woo Cheol
AU - Lee, Dongwon
PY - 2012
Y1 - 2012
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84872513165&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84872513165&partnerID=8YFLogxK
U2 - 10.1109/LA-WEB.2012.10
DO - 10.1109/LA-WEB.2012.10
M3 - Conference contribution
AN - SCOPUS:84872513165
SN - 9780769548395
T3 - Proceedings - 2012 8th Latin American Web Congress, LA-WEB 2012
SP - 100
EP - 107
BT - Proceedings - 2012 8th Latin American Web Congress, LA-WEB 2012
T2 - 2012 8th Latin American Web Congress, LA-WEB 2012
Y2 - 24 October 2012 through 26 October 2012
ER -