Google recently announced it's bringing paid and organic campaigns together through overlapping content analytics reports.

To use PPC or custom content? That’s no longer the question for marketers who understand their brands need a healthy balance of paid and organic strategies to reach their goals. Brafton covered a report showing that companies are spending less on paid ads in 2013, which suggests they are dedicating more resources toward content creation. Marketers balancing multiple campaigns will find it’s easier to evaluate their content analytics with new AdWords reports that synthesize paid and organic practices.

Parsing key metrics from both campaigns, these overlapping reports will help marketers identify how their efforts work in tandem to drive ROI. For instance, marketers can see which keywords are climbing search rankings and give those terms added support with a complementary ad campaign. Likewise, they will see when keywords are generating strong results through organic content alone, and then reallocate their ad spend toward other terms considered low-hanging fruit.

Perhaps more importantly this approach to content analytics provides marketers with an overarching view of how their efforts are working together. With this data, they can make changes to capitalize on new opportunities and avoid leaving money on the table by overlooking gaps in the online marketplace.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.