Blog Post

What are the benefits from organic and paid search working together?

There is a synergy between organic and paid search ads.

Is it worth doing a paid search campaign if you already have good organic placements? The answer is yes.

Conversely, is it worth doing SEO (Search Engine Optimisation) if you already have a paid search campaign? The answer is yes.

When organic and paid ads show at the same time, advertisers improve their performance.

In general, the higher the ranked keywords, the better the overall performance.

Ultimately, it is important that organic and search paid work together
as the goal is to get more customers to the website.

Benefits from organic and paid search working together
Better cost distribution to maximise results.
Better ROI (Return on Investment).
Double visibility in the SERP (Search Engine Results Page) and therefore multiple click opportunities.
Better keyword research to optimise traffic.
New keywords and content ideas.
Share keywords data.
Find which keywords, channels and ads work best and apply accordingly.
A higher CTR (Click through rate). On average, the incremental ad clicks percentage across verticals is 89%. This means that a full 89% of the traffic generated by search ads is not replaced by organic clicks when ads are paused.  Incremental Clicks Impact Of Search Advertising.
Identify market opportunities.

Google Search Console
Link your Google Search Console to your Google Ads account in order to use and view the Paid & organic report.
https://support.google.com/google-ads/answer/7529561

REPORTS > Predefined reports (Dimensions) > Basic > Paid & organic.

The report shows:
When your Google Ads are shown with no organic (Ad shown only).
When your Google Ads and organic are both shown (Both shown).
What search terms triggered these results.

An example of a campaign Both shown.
As a result of that, the campaign’s CTR (Click through rate) increased considerably.

Best practices
– Analyse Google Analytics and Google Search Console search queries to discover potential keywords to add to your Google Ads campaigns.

– Find duplicate organic and paid search terms. Adjust bids to save costs for terms showing in high positions both in your organic and Google Ads campaigns/ad groups.

– Find queries that do not show paid search ads, and add these to your campaigns.

– Review or update pages according to the most relevant and prominent search queries.

– Adjust bids for keywords that have the potential to reach the top.

– Add low organic traffic volume keywords to your Google Ads campaigns.

– On your Google Ads, test different Headlines, Descriptions, and messages to complement or to differentiate your organic listing’s title and description.

– Add your brand name keywords to your Google Ads.

– Check the overall impressions share when ‘Both shown’ to identify opportunities for each channel.

– Keep and share your message consistent across both channels.

– With your search campaigns, build Remarketing audiences based on the the organic strength and results.

– Measure the impact of the combined channels.


Extract from my Book ‘Making Google Ads Work’.