Whole-hearted pursuit of more general, high-traffic search terms at the expense of lower-volume, high-conversion keywords may send you (and your money) barking up the wrong tree.

一心追寻更为通用及高流量搜索词，而忽略量小但高转换率之关键词，乃错投精力及金钱之举。

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Sales are a function of three variables: store traffic volume, conversion rate (i.e. percentage of visitors who purchase), and average ticket.

FORBES: How Having the Right Sales Data Can Prevent Black Friday Blues