Contrary to what Andy Williams may say, the holiday season can be the least wonderful time of the year for us marketers as we frantically strive to reach Q4 revenue and ROAS goals. Fortunately, the Paid & Organic Report in AdWords – a report that shows comparative keyword performance from organic listings and paid ads – can help you analyze and optimize your SEO efforts in tandem with your SEM campaigns.
The Paid & Organic report adds an additional layer of data to the reporting provided by Google Webmaster Tools and the AdWords search terms report. More specifically, the Paid & Organic report helps you better understand how your paid ads and organic listings (or the lack thereof) on the search engine results page (SERP) are working together to impact your conversions, clickthrough rates (CTR), and share of voice. Additionally, the Paid & Organic report provides potentially relevant queries from the instances where your business only appears in the SERP with none of your ads.
How to Set Up Paid & Organic Reports
1. Within your AdWords account, select “My account” then “Linked accounts” from the green navigation bar located at the top of the interface.
2. Select “Webmaster Tools” and enter in the URL associated with your Webmaster Tools (WMT) account. Google will then send an email to the email address associated with the WMT account in order to confirm the link between your AdWords and WMT accounts.
3. Once both accounts are linked, select “Campaigns” from the green navigation bar.
4. Below the navigation bar, you’ll see several tabs. Select the “Dimensions” tab.
5. Within the “Dimensions” tab, you can access the “Paid & Organic” report from the drop-down menu. Keep in mind that the report will only show data starting from the day you link your WMT account to your AdWords account. Pending future changes, historical search terms performance data from the report will be accessible through your AdWords account.
6. Your Paid & Organic report will show data segmented by paid search (“Ad stats”), organic (“Organic stats”), and combined (“Combined ad and organic stats”). However, unlike other AdWords reports, there is no option to segment by time.
If you haven’t set up your Paid & Organic report yet, then do so now! Invaluable data from the report will not only help you better allocate ad spend to the products that have been converting well, but that data will also inform you of missed opportunities that could mean the difference between a slightly disappointing or highly successful Q4 (and a promotion for you!). As consumers enter the holiday shopping state of mind, use the Paid & Organic report – in addition to the numerous AdWords tools and reports at your disposal – to help you finish the year strong.