Google has rolled out a brand new feature; Paid and Organic report in AdWords that gives advertisers at-a-glance insights into query performance. Advertisers can see their search footprint when there is an ad, organic listing or both appearing on the search results page.
The report lets you see a breakdown of organic traffic on Google as well as paid traffic from AdWords and other search engines.
This is pretty big news from a reporting point of view.
How does this work?
You’ll need an AdWords account to pull reports. However, you need not actively be buying keywords to see the reports. This means, you can use the feature to view only organic data. The organic data is reported into AdWords from Webmaster Tools. To use the new paid and organic report, link your AdWords and Google Webmaster Tools accounts – and that’s it.
Here are three use cases of the report feature:
Optimize Presence on High Value Queries
This answers a very basic question all search marketers ask: what is the right mix and position of keywords in the results page? Understanding the value of both paid ads and organic listing is important to cover impact of market share, Click-Through Rate (CTR) and conversions display.
For example, a keyword like “mortgage loan” may be too expensive to run on AdWords at top positions. With this report you can now understand how much traffic is moved or shifted to your organic listing if you move to position 5 in paid.
Another example is a case where you may see that organic traffic is significantly more, but these visitors have twice the bounce rate and view fewer pages. When you look at e-commerce data, you may see the paid search traffic having higher rate of transaction or higher average value per visit. Then your paid search visitors represent a significantly higher value customer.
Discover Additional Keywords
Which are the keywords that are generating traffic? What are the sources?
It is now possible to look at keyword trends based on search volume that drive traffic. For example, quickly and easily understand situations where paid traffic is driving high volume, but organic is not present. With this report you can determine if given various match types or Google’s algorithm if there is any traffic to warrant a strategy.
Measure Changes Holistically
Given personalization, the competitive set, and universal search, there is a need to pick the “right” strategy for a campaign. You cannot make assumptions on the value of paid or organic search and the maximum value between both these channels. You can now easily pull reports to see the impact across paid, organic, and combined traffic as we test website improvements or AdWords changes to bids, budgets, or keywords.
Understanding which keywords drive visitors to your site and which of those keywords generate maximum Return on Investment (ROI) is a valuable insight.
The paid and organic report features gets you that insight and lets you invest more in a successful campaign that delivers.
Contributed by Binny Kurian, Project Management Team