Welcome to the InfoSci Platform
Reference Hub1
Differences Across Device Usage in Search Engine Advertising

Differences Across Device Usage in Search Engine Advertising

Carsten D. Schultz, Christian Holsing
Copyright: © 2019 |Pages: 23
ISBN13: 9781522571162|ISBN10: 1522571167|EISBN13: 9781522571179
DOI: 10.4018/978-1-5225-7116-2.ch040
Cite Chapter Cite Chapter

MLA

Schultz, Carsten D., and Christian Holsing. "Differences Across Device Usage in Search Engine Advertising." Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2019, pp. 736-758. https://doi.org/10.4018/978-1-5225-7116-2.ch040

APA

Schultz, C. D. & Holsing, C. (2019). Differences Across Device Usage in Search Engine Advertising. In I. Management Association (Ed.), Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications (pp. 736-758). IGI Global. https://doi.org/10.4018/978-1-5225-7116-2.ch040

Chicago

Schultz, Carsten D., and Christian Holsing. "Differences Across Device Usage in Search Engine Advertising." In Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 736-758. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-7116-2.ch040

Export Reference

Mendeley
Favorite

Abstract

For advertisers, search engine advertising represents an attractive opportunity to selectively reach the target group at a point in time when the prospects are already thematically involved and activated. One question that subsequently arises is if users use various devices during different phases of the search process and if this behavior affects the search engine advertising outcome measured by corresponding performance indicators. The present chapter addresses this question. Based on a search engine advertising campaign of a German service provider, the authors examine the development of performance indicators across multiple devices. Specifically, we retrace the development across desktops, tablets, and mobile devices. Thus, the chapter provides insights into device usage in search engine advertising. The chapter concludes with overall trends in search engine advertising.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.