The effectiveness of the branded keywords

To understand the effectiveness of the branded keywords, we ran regression for Click~Through~ Rate and Conversion per dollar spent with branded and Non—branded keywords as independent variables (Exhibit 1 8; 2). It can be inferred from the exhibits that it gives a statistically significant result with a positive coefficient, which implies that spending more on branded keywords would increase the CTR and thus conversions. Also, it can be inferred from Exhibit 3 that Branded keywords perform better than Non-Branded Keywords on almost all the parameters such as high CTR, significantly Low Cost per click, and high conversion rate