To examine our hypotheses, we did three experiments by A, B and C industries.
Hypothesis 1:Impression will be positively related to CPC.
As for impression and CPC, Pearson correlation coefficients are 0.472, 0.555 and 0.602, all under significance less than 0.001. Therefore, we can assume that keywords with higher impressions are those with higher CPC.
Hypothesis 2:CPC will be negatively related to CTR
We examine the relations between CPC and CTR in these three industries. Pearson correlation coefficients are -0.353, -0.745 and -0.652. These support our third hypothesis that keywords with high CPC have lower CTR.
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