Google AdWords launched an innovative feature allowing search advertisers to gauge performance of their paid and organic search efforts. The paid and organic report may be located in the AdWords campaigns tab as a dimension.
Making use of the Paid and Organic Search Report
To see the paid and organic report, select the Campaigns tab from the header navigation, then the Dimensions tab in the campaign navigation. After that, choose Paid and organic from the View drop-down menu. As you select various campaigns from the left-hand list of all online campaigns, you’ll notice the paid and organic data for every keyword in that campaign.
Regrettably, it’s not awfully easy to find. For the reason that it’s covered in the campaign reports as opposed to being highlighted more obviously in the Tools & Analytics menu. Google’s objective in making available this data would be to sell more ads; the data is available and valuable to combined organic and paid search marketing efforts.
Analyzed mutually, paid and organic search data may reveal an affluence of optimization prospects. Paid and organic search correspond to a huge segment of the available market on the search results page. The bigger your brand’s track on the search results, the more possible searchers is to select one of your listings over others.
For instance, the report might illustrate keywords that are pouring organic search traffic but no paid search traffic. Those keywords might be included to your AdWords campaigns to compel extra traffic and potentially increase the efficiency of the organic search listing as well.
Paid search may be getting traffic for keywords that organic search isn’t able to so far. These keywords may be contenders for organic search optimization to counterbalance the expense or increase efficiency of paid campaigns, or they may be phrases you aren’t able to target organically.
Ranking data is another good reason to take hold of this report. Google Webmaster Tools by now exhibits organic search ranking data for the top two thousand phrases that returned your site in the search results at least once or twice for the chosen period, according to Google. The paid and organic report includes the regular ranking for the chosen time period for every keyword listed.
In addition, the ranking data isn’t frayed via a proxy, as it is with organic rankings tool vendors. The information comes directly from Google and averages results. This data shows Google’s real average ranking position. Search advertisers have by no means had way in to organic search ranking data on this level and with this intensity of accuracy.
Trending is once again an issue with this information. On the other hand, since its part of AdWords, it could potentially be accessible through the AdWords API for incorporation into search analytics tools in the months to come.
Link AdWords and Webmaster Tools Accounts
In order to make out the paid and organic report, you must to link AdWords with your verified Google Webmaster Tools account. Of course, the paid search data originates from AdWords, but the organic search data is taken from the search queries report in Webmaster Tools. If you don’t have a Webmaster Tools account, this is yet another in a lengthy row of reasons to sign up for one today. To link accounts, click the My account tab in AdWords and select Linked accounts. Then click on View Details under Webmaster Tools. Enter your site, or select a site from the list provided when you click inside the field.
Click Continue to verify that you have access to the Webmaster Tools account for that site. You’ll see the linked sites listed below when the verification is complete, or more information on how to sign up for or verify your Webmaster Tools account.
When you link accounts, the data isn’t available retroactively, so it will take a few hours for the data to start trickling into the report. This is all the more reason to head over to AdWords and link accounts today.
Current Adwords advertisers need only to link their account to a Webmaster Tools account. If you're not currently buying ads however, you're not out of luck! Google has made it possible to take advantage of the query-level organic reporting features available in the report.