Abstract: An improved system and method for predicting user navigation within sponsored search advertisements is provided. A list of sponsored advertisements for display on a web page of search results may be received. A click prediction classifier may be applied to predict a click probability of each sponsored advertisement and a dwell time prediction classifier may be applied to predict a dwell time probability on web pages of a website of each sponsored advertisement. A probability of user navigation may be predicted for each sponsored advertisement using a probability of a click on each sponsored advertisement and a probability of a dwell time on web pages of a website of each sponsored advertisement. The list of the sponsored advertisements may be ranked in part by the probability of user navigation and served to a web browser executing on a client device for display on a web page of search results.