Search Engine Advertising: To Click or Not to Click on Sponsored Ads
Search Engine Advertising: To Click or Not to Click on Sponsored Ads

Summary/Abstract: The search on the web is an important area of research which, among other aspects, approaches the improvement of pages with results on a search engine (search engine result pages - SERPs), improving both the user's interface and the results' relevance. In order to design the search engine algorithm, it is important to understand how people interact with SERP. To obtain such knowledge, the researchers used techniques such as direct observation, analyses and surveys applied on the users in order to make an analysis of how the user decides to click or not to click on a link.

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