Integrating PPC & SEO strategies is typically a very manual process. But that’s about to change.
With the current (soon to be old) keyword planner in AdWords, assessing your organic and paid data would require you to use the Paid & Organic report under the Dimensions in Adwords.
This report, however, excludes impression share for organic search, which restricts any easy way to determine the overall impression share and potential impressions or value of targeting a particular keyword.
The new keyword planner includes impression share as well as impressions (or average monthly search volume) for both paid and organic searches, allowing you to quickly assess the importance of targeting a given keyword.
It’s important to note that the Dimensions report in AdWords is query driven, whereas the new keyword planner is keyword driven, which allows you to easily group keywords and formulate paid as well as organic impressions and impression share data at the group level.
SEOs will be able to forecast the predicted impact of targeting keyword groups, which they can then use to estimate potential lead and revenue impact of ranking in top positions for these keywords.
You’d also be able to better compensate across your PPC and SEO channels. So if a keyword is underperforming organically in SEO, you can quickly identify opportunities to increase your investment in PPC for that keyword.
Forecasting the potential search demand for a keyword group has been longtime challenge for SEOs, since Google began restricting organic keyword data in analytics. But thankfully, that’s all about to change.
See more info on the new keyword planner here.