In the analysis of the air France data, consultants consider…
In the analysis of the air France data, consultants considered the following two groups of keywords: branded keywords (those including “air France”) vs. generic keywords (those not including “air France”), and provided the following table. Group ROI Booking Volume CTR CV Average Position CPC Generic $2.89 2,058 0.91% 0.57% 5.15 $1.70 Branded $15.59 1,881 8.43% 1.26% 1.25 $0.91 Grand Total $5.17 3,939 1.22% 0.77% 4.75 $1.47 If Air France aims to increase the number of clicks, Air France should fund more ____ under fixed budget and ___ under unlimited budget.