Booking.com, Intercontinental Hotel Groups $($IHG$"),$ and Starwood Hotel Chains $("$Marriott Bonvoy"$)$ are using a leading search engine platform $($e$.$g$.,$ Google$)$ to promote their products and services. A small dataset, with $4,250$ impressions, is collected from the search engine end. All impressions were collected with sponsored ads displayed on the top left side of the screen. The meaning of each variable is included in the SPSS "variable view".

Based upon your analysis on the performance of impression, CTR$,$ and ranking, which hotel chains $($Intercontinental or Starwood$)$ may have the tendency to switch to

Booking.com? Please provide empirical evidence, and the important SPSS output table$($s$),$ to support your explanation.

When comparing the ranking performance among these three advertisers, which advertiser has the worst ranking performance?

which one do you think best explain the worst ranking position the identified advertiser had? Please use the empirical analysis$/$results as well as the SPSS output tables to support your selection.

A$.$ The advertiser didn't have the highest amount of bid.

B$.$ The advertiser had the lowest ads quality.

C$.$ The advertiser employed all broad matched keywords.

which factor $($bid or ad quality$)$ would be more influential in elevating a sponsored ad's ranking position? explain.

If the amount of bid for a keyword is $$1\mathrm{.}00,$ and the ad received a $0\mathrm{.}5$ quality score assigned by the search engine platform, what would its estimated ranking position be$?$