Analyze Your "Search Footprint" with Google's Paid & Organic Report
Google has released a new report that will enable digital marketers to analyze and optimize their total search footprint, comparing performance for a query when you have either an ad, an organic listing, or both appear on the search results page.
The report, available only to those with an Adwords account, will prove useful in understanding the interaction between paid and organic search and whether there is some overall synergy between the two efforts occuring. Google gave the example of digital marekting agency Impaqt, which saw an 18% increase in CTR when paid and organic work together, as opposed to only having the organic listing.
Google indicated that as marketers "test website improvements or AdWords changes to bids, budgets, or keywords, you can more easily report the impact across paid, organic, and combined traffic."
Current Adwords advertisers need only to link their account to a Webmaster Tools account. If you're not currently buying ads however, you're not out of luck! Google has made it possible to take advantage of the query-level organic reporting features available in the report.