Why can't I sort by Cost/Conv or a ratio metric?
The reason why sorting by absolute ratio metrics isn't available is because doing so won't give you an idea of the volume of traffic a search term received. For example, a search term may have had a very low cost/conversion but this could be because it just received one conversion.
If the Word Cloud were to sort based on cost/conversion, this search term would show up prominently and would appear to be performing very well, despite there not being enough conversions to make a decision on its actual performance.
We understand that ratio metrics are important, and that is why we have the option to show two metrics in the word cloud. To show search terms by cost/conversion, select Cost as the metric to sort by (highlighted by size) and then conversions as the second metric (highlighted by color).
When this happens, you'll see that the search terms that are big in size, but light in color have a high cost/conversion (high cost but low conversions), and the search terms that are small in size but dark in color have a low cost/conversion.
Are the search terms from Shopping Campaigns also included Search Terms N-grams tool?
The Search Terms N-Grams is based on the Search Terms report which also contains the search terms which triggered the Shopping Ads. If you want to look at search terms of a Shopping campaign only, you can segment the search terms for which the data is being aggregated in the word cloud by that particular campaign.
Why does the conversion column show more conversions than I actually have?
The Search Terms N-Grams breaks down each search term into individual words and aggregates data from each of these individual word occurrences in the search terms report. That's why when you sort by 1 individual N-Gram, the Conversions you visualize will be higher than your actual Conversions.
For example, if a query is 10 terms long, the tool will break it down into ten individual words and aggregate data like impressions, clicks, conversions, converted clicks for all the times that the word occurred in the report.
What does "projected value" mean in the Cost/Conv column?
The "projected value" in the Search Terms N-Grams (where we show an estimated cost/conversion) refers to the fact that if that word would have converted, it would be at this cost/conversion. This is to give you an idea if that word would convert at a high cost or low cost. It is not the actual cost/conversion.
Does this tool include search terms with 0 cost?
No, Optmyzr is filtering to show only queries with cost > 0. If you wish to get the complete list of queries at no cost, we recommend creating a strategy to get a full report in the Rule Engine.