Optimising your search footprint
As an integrated full service agency, Equator is a fan of collaboration. Sharing success terms, comparing conversion insights - there is always something to be learned from your search counterpart. Keen to enhance this relationship and drive managers to optimise not only their channel, but their whole search 'footprint', Google has launched the Paid & Organic report.
By linking your Adwords account to a Webmaster Tools account, Organic query data is imported to sit beside your PPC results. Some of the more appealing insights offered here include:
- Using clicks and query volumes, advertisers will be able to monitor and compare CTR from Organic listings with that of their own PPC presence
- Measuring impact on PPC strategy changes throughout search - individually on PPC and SEO, but also at a combined level
- Visibility for PPC managers of available queries for their terms vs. the impressions their ads received for these