I am trying to optimize my Google Adwords campaign (online advertizing on Google search), and running into the following 'statistical significance' question.
I ran a campaign with many keywords (about 400 keywords), and got a total of 291 clicks (visits) and 34 conversions (clients).
Now I would like to optimize my campaign, and I am focusing on the keywords statistics. I see that a set of 10 keywords seem to perform much better than the rest:
Keyword group A (10 keywords - the "best"): 47 clicks, 16 conversions Keyword group B (390 keywords - the rest): 244 clicks, 18 conversions
If I apply these data into a A/B Testing Significance calculator, I obtain a 99% confidence that A is better than B (I used a this free A/B testing significance calculator).
Can I consider that group A is better than group B at converting? or am I making a wrong assumption?
I am confused because all articles I have read mention A/B tests where A and B are single instances (for example just one keyword), and not group of cases (set of keywords).