The Effect on Click-through of Combining Sponsored and Non- sponsored Search Engine Results in a Single Listing

摘要: major Web search engines typically present sponsored and non-sponsored results in separate listing on the engine page. In this research, we investigate effect of integrating both into a single listing. The premise underlying research is that searchers are primarily interested relevant to their queries. Given reported negative bias have concerning results, listings may be disservice by not directly them results. Some meta-search do combine Using log more than 7 million interactions from hundreds thousand users engine, analyze click through patterns various perspectives. We also classify queries as informational, navigational, transactional based expected type content destination desired each. Our findings show about 80% informational nature, approximately 10% each being transactional, navigational. Combining non- links does appear increase clicks listings. fact, it decrease such clicks. discuss how one could use these enhance future platforms pages.