SEO × Paid: paid terms against organic

The SEO × Paid tab, inside Performance › Organic, crosses the search terms the client paid for in Google Ads with the queries where the website showed up in Search Console, in the same period. It answers three questions: where am I paying for a term I already rank top 3 for organically, where do paid and organic compete for the same click, and where does organic fall short and paid cover it.

Before you start

• Connect the same client’s Google Ads and Search Console. Without one of them, the tab shows Needs Google Ads and Search Console with a shortcut to connect what’s missing. See Connect Google Ads and Connect Search Console.
• Campaigns that produce search terms (Search) are included. Performance Max search categories are left out.
• Search Console publishes data 2 to 3 days late, so the last days of the period may only have the paid side. See Search Console delay.

Step by step

1. 1
   Step 1

   Open the tab

   Enter the client, click Performance, then Organic and, in the bar above the content, SEO × Paid. The period is the same as in Performance.

   Illustrative screen

   Korra/Performance

   Ask RelatorAIPT

   OrganicKorra / Organic

   Export negative keyword list5

   Overview

   SEO × Paid1

   Spend on terms already in the top 3R$ 3,840.00

   Contested terms27

   Gaps covered by paid64

   2

   Already top 3 (12)

   Term	Paid spend	Paid conv.	Organic position	Organic CTR	Suggestion
   teeth whitening price	R$ 1,120.00	3	1.8	14.2%	Test pausing
   dental implant sp	R$ 860.00	11	2.4	9.1%	Keep: converts well
   korra dental	R$ 410.00	9	1.0	41.0%	Brand: protect

   3

   Suggested test: pause "teeth whitening price" for 14 days and compare organic clicks with the previous 14 days.Plan with RelatorAI

   4

   1. 1The SEO × Paid tab in Organic.
   2. 2How much was spent on terms already in the top 3, how many terms are contested and how many gaps paid covers.
   3. 3Terms by group, with spend, paid conversions, organic position and CTR, and the suggestion.
   4. 4The suggested test, with the shortcut to RelatorAI.
   5. 5Export negative keyword list downloads the CSV for Google Ads Editor.

2. 2
   Step 2

   Browse the groups

   The table splits terms into four groups, each with its count. There is a search by term and the list is sorted by spend.

   • Already top 3: the website ranks in the top 3 organic positions for the term.
   • Contested: the website ranks between positions 4 and 10. Paid and organic both show on page 1.
   • Gap: the website ranks below position 10 or doesn’t show at all. Paid covers what organic doesn’t reach.
   • Brand: terms that contain the client’s brand.
3. 3
   Step 3

   Read each term’s suggestion

   The suggestion comes from a fixed rule, always the same, not from AI:

   • Test pausing: organic position up to 3, organic CTR of 8% or more and paid CPA above the account’s average CPA (a term with spend and no conversions counts as above).
   • Keep: converts well: it’s in the top 3 but doesn’t meet the Test pausing conditions.
   • Monitor: contested term.
   • Keep: paid covers: organic gap.
   • Brand: protect: brand term. It never gets Test pausing.
4. 4
   Step 4

   Adjust the brand terms

   Under Brand terms, Relator suggests terms from the client name. Remove what isn’t brand and use the Add term field to include variations (product name, acronym). A term goes into Brand when it contains every word of some brand term.

5. 5
   Step 5

   Plan a test

   The Test pausing term with the highest spend becomes the suggested test: pause it for 14 days and compare organic clicks with the previous 14 days. Estimated savings are the term’s average daily spend in the period times 14. Plan with RelatorAI opens the chat to set up the test and explain how to measure the effect.

6. 6
   Step 6

   Export the negatives

   Click Export negative keyword list. The CSV has one row per campaign and term marked Test pausing, as a campaign-level negative keyword in exact match (columns Campaign, Ad Group, Keyword and Criterion Type, with the ad group left blank). In Google Ads Editor, import it under Account › Import › From file, review and post.

Cannibalization between pages

When two or more pages of the website get impressions for the same term, the row shows [N] pages compete for the term, and a note counts how many terms are in that situation. It means the pages compete with each other for the same organic click; it’s worth choosing one main page for the term.

Notes you may see

• "[X]% of organic clicks have no query reported by Google." Google hides rare queries for privacy. Those clicks exist on the website but can’t be tied to a term.
• "[N] terms with fewer than 10 impressions were left out ([amount])." Very low-volume terms leave the table, but their spend shows here so the total matches the period’s Search spend.
• "Showing the highest-spend terms; narrow the period to see the rest." The list is too long; choose a shorter period.

Common problems

• "No paid term shows up in organic in this period": both sources are connected, but no term matches. Use See the last 90 days; a longer period usually shows the overlap.
• "Couldn’t cross the terms": the query didn’t respond. Click Try again in a moment.
• The SEO × Paid tab doesn’t show: check that you are inside a client. In the agency view, the bar doesn’t show.