Maximizing ROI: Leveraging Google Ads' Paid & Organic Search Reports for Success

Intro

Do you want to learn how to use paid & organic search reports from Google Ads to boost your return on investment (ROI)? If so, you’re in the right place!

The information in these reports is invaluable because it can help you better understand your audience, their needs, and how they feel about your content. You can also use this data to connect with people who have never heard of your business.

Ready to learn more? Keep reading because, today, we talk a little more about Google Ads reports, discuss how keywords fit into the picture, and then cover 7 practical ways analyzing this data can help you improve profits and engagement.

Let’s dive in!

What Are Paid & Organic Search Reports?

There’s no denying that Google Ads offers a treasure trove of insights through its reports. Their paid & organic report is often examined by marketers, business leaders, and SEO experts because the information in this report is intertwined in such a way that all three groups can benefit from what’s inside.

At a glance, this report provides a comprehensive view of how your ads are performing in contrast to your organic search results. Essentially, it helps you understand how much traffic and engagement is coming from specific words and phrases.

How to Access the Report

If you want to know how to get your hands on your Paid & Organic Search Reports, here’s a quick summary:

Step 1: Open your Google Ads account.

Step 2: Make sure to link your Search Console with your Google Ads account.

**Step 3: **Go to your Google Ads account. Click the Reports tab → Predefined Reports → Basic → Paid & Organic.

Step 4: Adjust the time range so you’re looking at the correct data.

Step 5: Review the report.

How Keywords Factor into Paid & Organic Search

Keywords are crucial for connecting with your target audience. When people use specific words and phrases in their online searches, having those same terms in your site's content or your paid ads increases the odds that your site will appear in their search results.

So, it makes sense that choosing the right keywords is essential for maximizing your ROI. By focusing on terms that matter to your audience, you're more likely to attract visitors who are interested in what you offer.

Source: Orbit Media

Your paid and organic search reports are valuable tools for understanding which keywords are most relevant to the people visiting your website. By analyzing these reports, you can identify high-performing keywords and adjust your marketing strategies to emphasize those terms

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Tools like Ranktracker can help you discover new keywords to test in your campaigns, potentially opening up new opportunities for attracting your target audience.

7 Ways to Use Search Reports from Google Ads to Improve Your ROI

1. Optimize Your Keywords

Paid and organic search reports are great for refining your keyword strategy. At a glance, You can quickly and easily see which search terms are driving people to your website. This presents the perfect opportunity to pick the best words for your blog posts and landing pages.

Ideally, you want to choose words with a high search volume and medium to low competition. Pick words that matter to your target audience, and you can expect a surge in organic traffic.

If you notice some keywords get lots of clicks but few conversions, it might mean they don’t resonate with your audience. In that case, you might consider removing or replacing them in your SEO strategy.

2. Balance Your Budget

Reviewing these reports can also make it easier to calculate and adjust your budget, which has long-term benefits for your company and customers. You can do this by analyzing which campaigns or keywords are performing well and strategically adjusting keywords and spending as needed.

From a business standpoint, you're saving money on keywords that don't work, which translates to a better return on investment. And when it comes to your customers, they're more likely to see ads that resonate with their needs and interests.

I'd say this is a win-win situation for everyone!

3. Improve Your Quality Score

Improving your PPC (Pay-Per-Click) quality score might seem intimidating at first, but it's actually easier than you think if you use organic search performance, which you can find in your reports, as a guide.

The first thing you'll want to do is look at the keywords that lead to the most organic traffic. These are the terms people naturally search for and use to find your content. For example, if you run an email marketing SaaS, one of your keywords might be "Grow my email list fast."

Targeting search terms that matter to your audience leads to higher click-through rates (CTR), which is a great way to improve your traffic and impress Google. Plus, a higher CTR can significantly boost your quality score, which means lower costs and better ad positions for you.

Here’s the type of impact your quality score can have on costs and clicks:

Source: Metric Cool

4. Refine Your Content

Your paid and organic search reports are great to look at if you want to optimize your content marketing strategy. Specifically, they can help you come up with creative ideas for your blog and other content on your site.

When you consider that 77% of people regularly read blogs and blogging businesses get 97% more backlinks than those that don't, the benefits of coming up with click-worthy, engaging content are clear.

If you take the time to learn about the goals, needs, and pain points of your audience, it's easier to produce content that they find useful and interesting. And if people see what you have to say as valuable and relevant to their lives, they're more likely to spend time on your website.

5. Improve Your Mobile Strategy

When you consider that 59% of website traffic comes from smartphones and over 65% of the global population own a mobile device, it makes sense that catering to these users can have a serious impact on your ROI.

Reviewing your data can help you understand how users interact with your content and advertising across different mobile platforms. We suggest checking to see which devices or operating systems generate the most and the fewest conversions. Knowing this can help you figure out who can easily access your site and how you can improve.

For instance, if you learn that visitors using Android devices are 9x more likely to buy, you should step back and test how your site runs on iOS. The solution could be something simple like improving your navigation menu for smaller screens. However, you'll also want to consider implementing responsive design and improving load times if you haven't done so.

By prioritizing mobile optimization based on data-driven insights, you have a better chance of reaching this large customer segment, regardless of the device they use. Ultimately, this will lead to better results for your business.

6. Predict Trends

Another great way to use your paid and organic reports is to predict future industry trends. For instance, analyzing these reports can highlight a growing interest in specific keywords or topics before they become mainstream.

Ranktracker's keyword finder allows you to look at the history of keywords and learn to spot trends before your competitors.

Source: Ranktracker

Imagine the email marketing SaaS we mentioned earlier noticing a spike in searches for "Email Templates with AI" or "Outlook alternatives for Windows" within their industry's search reports. They could instantly get to work and act on this insight by tailoring future content and updates to this trend.

It's also worth mentioning that predicting trends based on search data allows companies to position themselves advantageously in Google's search results. Consider that the top position in Google's organic results had an average CTR of 27.6%, and you can see how being ahead of the curve can lead to a top in the search results.

All of this extra visibility will result in significantly more clicks and, consequently, sales.

7. Perform Consistent A/B Testing

Finally, your search reports can help you perform consistent, actionable A/B testing. In this context, A/B testing is the process of running two slightly different versions of an ad, promotion, or keyword. The goal is to see which word or ad brings in more traffic and engagement.

The ability to instantly pull up your paid and organic reports and sort them by day means you can see how new and existing words and ads are doing without too much effort. Since this information is readily available, you can continue to tweak and optimize based on what you learn.

There are other ways to run tests for a better ROI. For instance, you could try spending more on specific days as a way to see if your audience is more responsive during certain peak periods. If so, you can start publishing and sharing your content when they're most likely to see it.

One thing is for sure: A/B testing is a known way to gradually boost your sales, which means it's an effective strategy for getting more value out of your marketing investment.

Conclusion

The bottom line is Google Ads' Paid & Organic search reports offer a clear path to boosting your ROI, understanding your audience, and refining your digital marketing strategy. Each tip shared here is geared toward helping you make informed decisions that drive real results for your business.