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Why should you link your client’s AdWords account to Search Console?
A) See how your ads performed when triggered by actual searches
B) See how often your ads rank higher in search results than those of other advertisers
C) See if people reach your client's website via ads or organic search results
D) See which campaigns have the biggest changes in clicks, costs, and conversions
Explanations:
You can use AdWords reporting tools to see how often your ads are showing to potential customers, and which keywords are triggering those impressions. With the paid & organic report, you can also see how often pages from your website are showing in Google’s free organic search results, and which search terms triggered those results to show on the search results page.
You know that you can use AdWords reporting tools to see how often your ads are showing to potential customers, and which keywords are triggering those impressions. With the paid & organic report, you can also see how often pages from your website are showing in Google’s free organic search results, and which search terms triggered those results to show on the search results page.
Read more here: https://support.google.com/adwords/answer/3097241?hl=en
You know that you can use AdWords reporting tools to see how often your ads are showing to potential customers, and which keywords are triggering those impressions. With the paid & organic report, you can also see how often pages from your website are showing in Google’s free organic search results, and which search terms triggered those results to show on the search results page. This information helps you better understand how paid text ads and organic search results work together to help you reach people searching online, use the organic results to identify new, potentially valuable keywords, and gain a holistic view of how your online presence is performing overall in terms of attracting views and clicks.
In this article, we’ll explain what specific insights you can gain from the paid & organic report, why these insights matter, and what you need to do to enable this report in your AdWords account.
In order to use the paid & organic report, you’ll need to have a Search Console account for your website, and you’ll need to link that Search Console account to your AdWords account. (Search Console is a free Google tool that gives you data and tips to help you understand and improve your search traffic.) Once you link your accounts, you’ll be able to view your organic search results right alongside the performance statistics for text ads in your AdWords search campaigns. Note: the paid & organic report counts performance of text ads only. It doesn't count statistics from Shopping ads or click-to-download ads.
Example
Karen runs a website that sells travel guides for destination all over the world. When she looks at her paid & organic report, she sees that her site appears every now and then in organic search results for the search query "Hawaii vacations." She also sees that the organic clicks/query rate is relatively high, which means that lots of people searching for "Hawaii vacations" who see Karen’s site listings actually click through to her site. Karen sees this as a great opportunity to attract even more people interested in her business to her site, and she decides to add keywords like "Hawaii vacations" to her relevant AdWords campaigns.
Understanding the paid & organic report
Once you’ve set up the paid & organic report on your account, you can view it on the Dimensions tab. The report is updated once a day.
Here are the columns found in the paid & organic report and definitions for each metric:
| Ads | |
|---|---|
| Ad Clicks | The number of times someone clicked your text ad when it showed for a particular query. |
| Ad Impressions | How many times your text ad has appeared on a search results page or website on the Google Network. |
| Ad CTR | How often people who see your text ad end up clicking it. CTR can be used to gauge how well your keywords and ads are performing. |
| Ad Avg. CPC | The average amount you pay each time someone clicks your text ad. Average CPC is determined by totalling the cost of all clicks and dividing it by the number of clicks. |
| Ad Avg Position | Helps explain where your text ads rank, on average, on the search results page. |
| Organic | |
|---|---|
| Organic Clicks | The number of times someone clicked your site's listing in the unpaid results for a particular query. |
| Organic Queries | A web search. This column indicates the total number of searches that returned pages from your site over the given period. |
| Organic Clicks/Query | The number of clicks you’ve received on your organic search listings divided by the total number searches that returned pages from your site. |
| Organic Listings/query | A listing is when a page of your site is returned as a search result. This column indicates the average number of times a page from your site was listed per query. |
| Organic Avg Position | Average position is calculated by taking the average top position of your listing (or multiple listings) for each query. |
| Combined ads and organic | |
|---|---|
| Ads and Organic Clicks | This column represents the number of times a person clicked either:
|
| Ads and Organic Queries | A query is a web search. This column indicates the total number of searches that returned pages from your site in the organic search results or triggered one of your text ads. |
| Ads and Organic Clicks/Query | The number of clicks you’ve received on your text ads or organic listings divided by the total number queries that either:
|
Though they're not shown by default, you can add Keyword, Ad Group or Campaign columns to your report by clicking Columns > Modify columns > Ad stats and selecting the column type you want to add.
Here are a few things to keep in mind:
- Investment in paid search has no impact on your organic search ranking. Google maintains a strict separation between our search business and our advertising business.
- Organic results are not constrained by your AdWords campaigns’ ad targeting settings. In other words, your ads are limited by the languages and locations you target in your AdWords account, but your organic search listings are not. That means it’s possible to have more organic impressions than paid impressions even if your campaigns have 100% impression share. For example, if your ad campaign for a given keyword is targeted just to the United States, an organic impression occurring in Canada would still show up in your paid & organic report for that keyword even though you don't advertise there.
- Your organic data is only reported back to the date you started importing it from webmaster tools, so you won't see historical organic data before you established that link.
- The organic data you see is based on all domains you've linked to your account. At this time, we don't have a way to filter organic traffic to just a subset of linked domains.
Setting up the paid & organic report
In order to view the paid & organic report, you must have your Search Console account linked to your AdWords account. If you don’t have a Search Console account, you can set one up at anytime on the Search Console site.
Linking your Search Console account to your AdWords account
- Sign in to your AdWords account at https://adwords.google.com.
- Click the gear menu (
) and select "Account settings."
- Click "Linked accounts" in the navigation bar.
- Under the "Search Console" section, click "View details."
- In the text box, enter the URL for the website you want to link (i.e.
www.example.com). - Click "Continue."
- If accounts link successfully, you’ll get a "Congratulations" message. Click Done.
Note: in order for the accounts to link successfully, the administrator for your AdWords account must be the owner of the website (and the associated Search Console account) you are trying to link. If you’re not listed as an owner on the Search Console account, AdWords will help you send a message to the current owner requesting access. If there’s no Search Console account set up for the site you’re trying to link, AdWords will prompt you to "Claim it" at Search Console and provide the link to do so.
Tip
In order to see all of your organic data, there are a few things to keep in mind when setting up Search Console and linking to your AdWords account.
- When claiming a domain in Search Console, add both the www and non-www versions of your domain to your Search Console account (
http://www.example.comandhttp://example.com). - If your site uses HTTPS, also claim both variations of the HTTPS versions (
https://www.example.comandhttps://example.com). - In your Adwords account, link both www and non-www versions of your site (no need to specify HTTP or HTTPS, just
example.comandwww.example.com).
Learn how to solve indexing problems to make sure you're seeing all your data.
Managing your linked Search Console accounts in AdWords
- Sign in to your AdWords account at https://adwords.google.com.
- Click the gear menu (
- Click "Linked accounts" in the navigation bar.
- Under the "Search Console" section, click "View details."
- This page lists all your linked Search Console accounts. You can sort this page by "Date modified" or "Status."
- Depending on the status of a Search Console account, which is listed underneath the site’s URL, you’ll have different management options to choose from. If an account is linked, you’ll have the option to "unlink." Other options include sending a request to access a Search Console account, retrying to "claim" an unclaimed site at Search Console, and requesting access if your access has been revoked.
