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Unbeknownst to most users, when a query is submitted to a search engine two distinct searches are performed: The organic or algorithmic search that returns relevant Web pages and related data (maps, images, etc.), and the sponsored search that returns paid advertisements. While an enormous amount of work has been invested in understanding the user interaction with organic search, surprisingly little research has been dedicated to what happens after an ad is clicked, a situation the authors aim to correct. To this end, they define and study the process of context transfer, that is, the user's transition from Web search to the context of the landing page that follows an ad-click.
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