Google AdWords Releases New Combined Paid & Organic Search Report

SMS Text
Google AdWords Releases New Combined Paid & Organic Search Report

Google is continuing to make it easier to combine organic and paid search data by releasing a new report in AdWords that combines the two, as reported by Practical Ecommerce:

Graphic courtesy of Practical Ecommerce article

Graphic courtesy of Practical Ecommerce

The combined report can found in the dimensions tab of your Google AdWords Campaigns section. To view it on the dimensions tab, select “Paid and organic” from the View drop down.

In order for the report to show up properly, your AdWords account must be linked with Google Webmaster Tools. You can do this by navigating to Linked Accounts under My Account in AdWords, then navigating to Webmaster Tools. After adding a site, AdWords will take you through a verification process.

Useful Comparison Metrics

Comparing organic and paid search data will help marketers see how the listings work together to generate clicks, as well as which of the two is performing better (this helping guide improvement efforts).

Two of the most interesting aspects of this new report are the Clicks/Query on the organic side, especially when comparing it to the CTR on the paid search side. From Practical Ecommerce’s example, we can see they have a better click ratio in their paid search than organic when both types of listings are shown. A lot of things go into this, from listing position on the SERP to the type of user query that was entered.

For example, the organic search listing may have been more specifically tailored to the user’s query than the paid ad, thus resulting in the user clicking on a organic result instead of a paid one. This could go either way. Furthermore, if an organic listing has a higher clicks/query percentage, then it might be worthwhile to create new ads catering to that query, in order to maximize paid search efforts.

We can also see in the specific example that Google shows more results for the website when only organic listings are shown (1.8 organic listings per query, as opposed to one per query when paid ads are also are shown).

Will you be using this new combined report? What are some useful ways it can be used?



Kelsey Jones
When she's not editing and scheduling posts, Kelsey Jones manages the Marketing Nerds podcast and moderates SEJ Summit conferences and Marketing ThinkTank webinars. She has... Read Full Bio
Kelsey Jones
Kelsey Jones
Get the latest news from Search Engine Journal!
We value your privacy! See our policy here.
  • C.A Brown

    I recently created an account with Google Adwords, Now that I know of the combine paid and organic search report I am more inclined to use it. Thank you for taking the time for writing and sharing.

    • Kelsey Jones

      No problem. Thanks CA!

  • Corey Northcutt

    I’d love this, especially if it solved for the (not provided) problem. I might even forgive them for forcing me away from Analytics and into AdWords to do it.

    So far, it doesn’t seem to be working at all on any accounts that are under our MCC:

    • Kelsey Jones

      Hi Corey, as David pointed out below, it doesn’t show historical data, only data after the accounts were linked. I would make sure there is data to be shown during that time frame, and then also make sure your Webmaster Tools account is linked correctly. Let us know if you figure out the problem!

  • David

    Argh most annoying thing about the new feature is that it’s not retroactive… so when you first link it up you see this message “This table shows how your paid and organic results performed for every search that triggered an ad or organic listing. There are no statistics for the selected date range or there were no sites linked for this period of time. You may need to select a different date range or ensure that you have one or more sites linked from Webmaster Tools by visiting the Linked Accounts area within AdWords.”

    And you just have to wait… very annoying that you can’t have any historical data…

    • Kelsey Jones

      I didn’t even think they wouldn’t provide historical data. That is quite a hassle. Thanks for pointing that out David!