Characterizing Landing Pages in Sponsored Search

Haibin Liu, Woo-Cheol Kim, Dongwon Lee
2012 2012 Eighth Latin American Web Congress  
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 mobilefriendliness, and classify the results with respect to types of queries and landing pages. Based on our findings, we articulate
more » ... at: (1) current landing pages (regardless of search engines or platforms) are not mobile-friendly enough, and (2) better datadriven methods (as opposed to current static methods) to help advertisers build mobile-friendly landing pages are needed.
doi:10.1109/la-web.2012.10 dblp:conf/la-web/LiuKL12 fatcat:zdvtjhzwyng4pmqtapqkmtkina