Reports and analysis are essential parts of constructing meaningful internet advertising campaigns. Without analysis, it's not possible to tell what methods are providing the best return on investment and which should be cut. Google recently added another tool for analysis in AdWords called the Paid & Organic Report. Previously, the owner could look at individual reports without having a good side-by-side comparison of the two. This new report lets the user of the account view both sets of statistics for keywords side-by-side. Why is that great news? Well, our AdWords keyword analysis just got much easier.
As the saying goes, "knowledge is power". This additional information presented in an at a glance format let's users hone their strategy in a number of ways.
As with anything that brings positives, there is always the potential for downsides or negatives.
The obvious question is- why bother linking paid and organic information in one report to begin with? The two types of traffic complement one another to foster an increased scope. Google reports that an agency example provided to them showed that branded keywords that have paid promotion through AdWords and organic presentation experienced upwards of an 18% more traffic (in previous reports Google has advised this figure is as high as 89%) than those that use just one. An organic presence will always be out there working for you through your on- and off-site SEO. It would be very easy to rotate funds between the highest traffic keywords to gradually continue to build your presence in each. A more focused approach could be to put funds into the most relevant keyword to your business and website. The right solution will depend on the size and scope of your business as well. E.g. A small computer repair store serving a local area would get more benefit out of focusing on keywords very specific to that area and their service. An e-commerce website that provides a wide variety of items would use an entirely different approach likely aimed at promoting their largest product offerings primarily.
There are many great ways to reach your target audience on the internet. An approach that lets you get your fingers in a larger pie is likely to bring more long-term success much faster. Google handles about 70% of the world's searches; so it's certainly not a bad idea to look into a Google AdWords PPC campaign to supplement your organic results.