Google combines paid and organic reporting
The Google Adwords function is constantly being updated. The latest feature provides more 
data within the interface, showing both paid and organic search data for particular keywords. The introduction of this facility falls in line with Google’s campaign to provide tools to help website owners and webmasters better understand how people searching on Google are connecting with their business.
The report encourages the linking of data between Google Adwords, Google analytics and Webmaster Tools.
The new paid and organic report allows users to search for opportunities where a paid search will successfully supplement an organic keyword. There are detailed reports for particular keywords showing how much organic traffic you are getting, how much paid traffic you are getting or, usefully, have the potential to get, giving the ability to compare, contrast and adjust both paid and organic campaigns with greater insight.
The use of this report in online marketing campaigns includes:
- Looking for additional keywords where you might have impressions on natural search, but without any related ads.
- Optimise your presence for your most important high-value keyword phrases
- Test any website improvements as and adwords changes, as you can compare traffic across both adwords and organic in the same interface, which enable you to adjust accordingly.
The release of the fully functioning report underlines the growing trend and uptake of using organic and paid search in partnership across online marketing campaigns. The ease of data viewing and comparison from this tool works for campaign s which are integrating the two online functions, meaning greater results and better return on investment from both techniques.
Google cites an 18% increase in click-through-rate (CTR) when paid ads and organic search work together. Furthermore, there is some talk within the industry that the presence of an organic listing aids a paid advert and vice versa, by optimising brand awareness.
To find out more about online marketing campaigns and how paid and organic search used in integration can further your practices online presence call our team at Dental Design on 01202 677277.
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