Leveraging Paid Search and Organic Search

The information you gather from paid (PPC) search advertising campaigns complements organic search .. and vice versa.

clipped from searchengineland.com Commit to integrating your organic and paid search efforts by leveraging data from each. Maximizing the value of integrating your paid and organic efforts requires leveraging data between the two. To start, review keyword data between campaigns to understand which terms are performing best. Most likely you will find that it takes more time and effort for certain terms to rank organically. During that time, be sure to leverage paid search to purchase your laggard terms.