New Google tool combines paid and organic search data for bigger picture

09/9/2013 | Entrepreneur online

Google's "Paid & Search" report makes comparing paid and organic search results easier by putting the two data sets together in an easily viewable format, writes Eric Siu. Users can improve their keyword selection for paid search by looking at which search terms are leading to natural impressions, for example. Marketers can also evaluate which keywords are underperforming compared with organic search, he adds.

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