Uncover the Underused Google Ads Report: Paid and Organic Search Insights

The Paid and Organic report in Google Ads is a tool that allows you to assess the incrementality of your organic and paid search efforts. It provides insights into how organic and paid search can work together as one channel and reveals valuable information for your brand's search strategy.

To access the Paid and Organic report in Google Ads, follow these steps:

1. Link your Google Search Console account to your Google Ads account to unlock the report.
2. Navigate to your Predefined reports, then go to Competitive visibility > Paid and Organic. If you're using the older Google Ads interface, you'll find it under Predefined reports > Basic > Paid & Organic.

The Paid and Organic report shows different metrics for each query under three scenarios:

• Only your organic listing was shown for this query.
• Only your ad was shown for this query.
• Both your ad and your organic listing were shown for this query.

You can customize the report by adding columns to investigate the metrics that are most relevant to your needs.

To determine if bidding on brand keywords is worth it, you can use the Paid and Organic report to export your brand queries and their clicks. Then, assess if the click-through rate (CTR) is significantly higher when ads were shown compared to when they weren't. This tangible data can help put an end to debates about the value of bidding on brand keywords.

The official documentation for the Paid and Organic report can be found on the Google Ads website. Here is the link to the documentation: Google Ads documentation.