• Marketing Land
  • Sections
    • CMO
    • Social
    • SEM
    • SEO
    • Analytics
    • Display
    • Retail
    • MarTech
    • Resources
    • More
    • Home
  • Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • SUBSCRIBE

Marketing Land

Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • Home
  • Newsletters
  • Home
SEM

Five insights your paid search team should be stealing from organic

Google Analytics recently added Search Console reports to help analyze incoming search traffic. Columnist and Googler Matt Lawson explains how you can use this change to improve your paid search performance.

Matt Lawson on June 22, 2016 at 1:15 pm
  • More
team-meeting-training-ss-1920

Getting clicks is great, but it’s way more important to know what happens after you get those clicks. That’s why I was so excited last month when my employer, Google, announced a deeper integration between Search Console and Google Analytics (GA).

With these wonderful new reports, you can see how visitors reached your site, along with what they did once they got there.
Search Console reports in Google Analytics

It’s a big win for inbound marketers of all shapes and sizes. But I, alas, am not an inbound marketer. Paid search is my bread and butter. Not wanting to miss out on the data-joining goodness of this new set of reports, I want to go through the cool new things you can do with Search Console reports in GA, and how you can steal organic search insights and apply them to your paid search campaigns.

1. Find out what organic’s doing to drive lots and lots of traffic (even if it’s unengaged traffic)

From an organic perspective, you can isolate landing pages that generate lots of impressions and a high click-through rate, but that also have crummy GA engagement metrics. In this case, the organic takeaway is straightforward — make your site more engaging for those queries.

How paid search can steal some insight: You definitely don’t want to replicate the problem you’re seeing on the organic side of high CTR/low engagement. Here’s a “no duh” statement: Aim for high CTR/high engagement.

The copy that drives high CTRs from any of your organic listings is just begging to be incorporated into your ad text. There’s never been a better time to re-evaluate the messaging of your ad text. Write better ads that direct to a more successful page of your site while your organic team is busy making those other pages more engaging. Then, once they’re done, you have a new set of landing pages to try out yourself.

[Read the full article on Search Engine Land.]


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Matt Lawson
Matt Lawson is the Director of Performance Ads Marketing for Google, responsible for a broad portfolio of ads products including search, shopping, display, and analytics.

Related Topics

AnalyticsChannel: SEMGoogleGoogle AdsGoogle: AnalyticsGoogle: SEOSearch MarketingSearch Marketing Column

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

April 13, 2021: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

June 21-22, 2021: SMX Advanced Europe

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

December 14, 2021: SMX Code

Available On-Demand: SMX

Available On-Demand: SMX Report

×


Learn More About Our SMX Events

White Papers

  • State of Email Marketing 2021 Report
  • Three Pillars of CRM Data Management
  • What Customer Experience Means in 2021
  • The 7 Phases of a Website Redesign
  • Rearchitecting Revenue: Accelerating Demand Through Data
See More Whitepapers

Webinars

  • Crawl Your Way Towards Better Search Results With Dynamic Rendering
  • The AI Revolution Is Coming to Every Stage of Your Buyer’s Journey
  • The Fundamentals of Link Building for E-Commerce & Affiliate Sites in 2021
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Attend SMX For Only $99

h
Receive daily marketing news & analysis.

Channels

  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Retail
  • Display

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS
  • Youtube

© 2021 Third Door Media, Inc. All rights reserved.