Google Search Console (formerly Google Webmaster Tools) is typically used for SEO purposes. On its own and integrated with Google Analytics it can give marketers valuable insights into organic search terms and traffic performance that Analytics alone does not provide.
As a PPC manager, importing data from Google Search Console can provide you with that extra bit of information to
How to link Google Search Console and AdWords
Ensure you have access to your website's Search Console profile with the same email address you use for AdWords. If you're not sure whether you have access, just follow the instructions below anyway, as I will walk you through the complete setup.
Log into your Google AdWords account and go to Setup > Linked accounts.
Scroll to the bottom where you'll find Search Console. Once you click on "Details", AdWords will prompt you to link a Search Console profile. Click on "Link" and enter your website's URL (without http://), then click on "Continue".
If the email address you are using for AdWords also has access to your website's Search Console profile, this should be it and you're all set to go. Feel free to jump straight to the next section "Where to find Search Console data in AdWords".
If your AdWords email does not yet have access, you will see a message asking you to claim it in Search Console.
Click the link to "Claim it at Search Console", which will take you to Search Console and walk you through the process of verifying your website URL. The easiest way to do this is typically through Google Analytics, as you should already have access to your website's Google Analytics: in Search Console, click on "Alternate methods" and select "Google Analytics".
Refresh AdWords after you have verified your Search Console profile to make sure the two accounts are now linked.
Where to find Search Console data in AdWords
To see imported data from Search Console in AdWords, go to:
Reporting > Predefined reports (formerly Dimensions) > Basic > Paid & organic.
How to use Search Console data in AdWords
Now we can get down to business!
In the "Paid & organic" report, AdWords provides you with a table that aggregates performance data for organic and paid search terms.
I recommend setting your timeframe in the top right to the last 3 months to see the most available data. If you set a longer timeframe, you will not gain any more information as Google Search Console only provides information for the last 90 days.
*Update January 2018: Search Console Beta now aims to show data for the last 16 months instead of just 3 months, however as of yet that data is not being imported to AdWords (or Analytics).
The column you want to focus on first is the second column: "Search Result Type". This column shows you if a particular search term
Click on the small filter icon next to "Search Result Type" at the top of the column, and select "Organic shown only". This is where it gets exciting: you will now only see search terms that have triggered an organic result for your website. This means this report is now full of new keyword ideas for your paid campaigns.
Examine the columns further to the right, in particular "Organic Clicks" and "Organic Queries", which show how often a specific search term triggered an organic result and/or click.
Note down any relevant search terms you see, then check how you're performing for these terms organically in the "Organic Average Position" column. If you're already doing well for a search term, there may be no need to include it in your paid search campaigns. But, if the report suggests a low visibility for certain organic terms, you'll want to consider covering them in AdWords.
How you try out new keywords that you find in this report depends on your setup:
How are you using Search Console data to improve your AdWords account? Let me know in the comments!
Hi, I'm Eva
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