I have pulled data of latest week from “Search Query Performance” report and also for same week from “Top Search Terms” report.
In “Top Search Terms” report i have added “Search Query Volume”, " Clicks: Total Count" and " Purchases: Total Count" from “Search Query Performance”.
Since we have click share and conversion share (in percentage) for Top Clicked Product #1, #2, #3, we can identify how much clicks and conversions these top 3 clicked products are receiving.
Now to my surprise for my selected search terms, the top 3 clicked products are getting very low sales with conversion rate of at max 1%.
For these same search terms in PPC i am getting conversion rate form 6%-17% . in units 7-20 per search term.
I was planning to bid high on these search term to go for TOS and get more traffic and more sales since my conversion rate and ACOS both are very good against these search terms.
But after looking at the stats of top 3 clicked products it evident that volume sales is not there at TOS.
Now the question i want to ask to others.
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How do you interpret this data?
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Am i interpreting wrong?
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What would you do to scale sales?
