The new paid & organic report. See your marketing in one place.
As pay-per-click specialists, we’ve always had to answer the question of whether SEO or PPC is better. And while both compliment each other beautifully, we’ve never had actual evidence to prove it.
Recently, Google announced a new report feature within Google AdWords that’s called the paid & organic report.
This new report allows you to see the overlap data when both your paid placement and your organic placement show in the search engine results page (SERP) at the same time.
Giving you complete oversight as to how you might be able to optimize your PPC spend, the paid & organic report will show you if lowering your bids to achieve a lower ad position is still beneficial for you as your organic placement might pick up the slack in lack of paid clicks.
You can then compare and contrast between different tests that you run, to see if you can actually save PPC money and not lose any business at the same time. This is ultimately done by lowered and raising your cost per click bids.
To access the report, you must first link your AdWords and Google Webmaster Tools accounts (since your Webmaster account will provide the SEO data, and your AdWords account your PPC data). After that’s done, you can go within your AdWords UI and find the paid & organic report under the dimensions tab.
From within the paid and organic report, you’ll find 3 main columns. One has the data from when your ad is shown, the other from when your organic placement is shown, and the third is when they overlap each other and both show at the same time. And even if you’re not a Google Analytics user, you can still take advantage of this report.
So get going! Check out which keywords are the ones you’re ranking for organically, and perhaps use that data to scale back the spend on those keywords that you’re also paying for.
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