📘 This article provides an overview of Google Analytics Paid Search data in RealKeywords, a part of Botify's Analytics Suite, available with all Botify plans.
This article provides an overview of Google Analytics Paid Search data in RealKeywords.
Overview
RealKeywords can show Paid Search metrics with SEO data for Botify projects integrated with your GA4 account connected to your Google Ads account. Reporting on paid search data in RealKeywords provides a solution for SEO managers who face the challenge of balancing the needs of paid marketing efforts with organic search strategy. Integrate SEO with SEA strategies to achieve your overall marketing goals and maximize ROI while maintaining consistent performance across all channels.
Reporting on Paid Search can answer these questions:
How are SEO keywords performing vs. SEA?
What actions should I take to reduce my paid investment?
How many campaigns are running on each site segment?
Benefits
There are numerous benefits to reporting on your Paid Search data in RealKeywords, including:
Comprehensive Search Visibility
Viewing paid and organic performance side-by-side can help you understand how many impressions or visits are derived from search per keyword (SEO+SEA). You can also quickly identify the performance of the keywords the paid team is bidding on, enabling better alignment between paid and organic teams.
Identify SEO and SEA Overlaps
View your keywords by those that rank first (Average Position = 1), for which the Paid Search Team is bidding (Paid Cost >1), and where your main competitors are not ranking (Semrush Share of Voice > 90%) to identify keywords where Paid Search is potentially cannibalizing organic. Adding the Clicks - Sparkline metric can help you identify where cannibalization is occurring.
💡 This should only be a starting point for a conversation with the SEA team. Since you cannot know if the competition is bidding on these keywords, you should investigate further with the help of your SEA team.
Find Opportunities with the Top Paid Keywords
To find keywords to prioritize for additional organic revenue, target keywords that already bring revenue through Paid Search by filtering keywords with a non-optimal ranking (greater than 6) that are sourcing revenue through paid search. For customers with the Semrush integration, add the Semrush Search Volume column to ensure these keywords have true potential.
Paid Search Data Scope
Reports combining Google Ads data with GSC or SiteCrawler URL metrics in RealKeywords may be inaccurate since Paid Search data only applies to your SEO keywords; Botify does not retrieve Google Ads landing pages. Use caution with filters since they might only be applied based on your SEO keywords, which could narrow the scope of your Paid Search keywords. When your RealKeywords reports combine Paid Search metrics and URL-level metrics, the following label is displayed:
👉 The URL displayed in RealKeywords Paid Search reports is the organic URL, not the Paid Search landing page URL.
Paid Search Fields
The following Paid Search fields are available in RealKeywords:
GA4 Field Name | Botify Field Name | Field Description |
campaign.id | Google Ads Campaign ID | The campaign ID for the Google Ads campaign attributed to the conversion event. |
googleAdsCampaignType | Google Ads Campaign Type | The campaign type for the Google Ads campaign attributed to the conversion event. Campaign types determine where customers see your ads and the available settings and options in Google Ads.
Botify filters and keeps only the Search campaign type. Search campaigns are text ads on search results that let you reach people while they are searching on Google for the products and services you offer. |
googleAdsAdGroupId | Google Ads Ad Group ID | The ad group ID attributed to the conversion event. |
googleAdsCreativeId | Google Ads Creative ID | The creative ID attributed to the conversion event. Creative IDs identify individual ads. |
googleAdsAdNetworkType | Google Ads Ad Network Type | The advertising network where your ads appear and conversion happens. Botify filters the campaign retrieved only on Google Search network. Other networks include: Search Partners, Google Display Network, Youtube Search, Youtube Videos, Cross-network, Social, and Universal Campaign. |
advertiserAdImpressions | Google Ads No. of Impressions | The total number of impressions. Includes impressions from linked integrations (e.g., display & video 360 advertisers). Includes uploaded impressions from data import. |
advertiserAdClicks | Google Ads No. of Clicks | Total number of times users clicked on an ad that included this keyword. This number includes uploaded clicks from data import. |
advertiserAdCost | Google Ads Cost | The total amount you paid for your ads in your linked Google Ads account. |
totalRevenue | Google Ads Total Revenue | The sum of revenue from purchases, subscriptions, and advertising revenue. |
returnOnAdSpend | Google Ads Return on Ad Spend | Return On Ad Spend (ROAS) is the total revenue divided by the advertiser ad cost. |
advertiserAdCostPerClick | Google Ads Cost per Click | Ads cost-per-click (CPC) is the ad cost divided by the number of ad clicks. |
NA | Google Ads CTR | The number of clicks your ad received divided by the number of times your ad was shown: Clicks ÷ Impressions = CTR. Click-through rate (CTR) can show how well your keywords and ads perform. |
NA | Google Ads No. of Distinct Campaigns | Distinct campaigns give you the volume of campaigns that include this given keyword. |
The keywords shown in RealKeywords are users' actual search queries, they are not from the matching rules defined in Google Ads. For example, if a match rule is defined in Google Ads as "tennis shoes" and a user searches "shoes for tennis," the Keyword field value in RealKeywords will be "shoes for tennis."
Accessing Paid Search Data
You do not need to configure anything beyond integrating your GA4 account that is linked to your Google Ads account with your Botify projects. The Paid Search metrics will automatically be available in RealKeywords after the synchronization with your GA4 account is complete.
💡 Contact Support if your paid search data is reported in the wrong currency.
Removing Paid Search Data
Contact Support if you no longer want Google Analytics Paid Search data in your project. The Paid Search data will be removed from your project within a few days of submitting your request.
Paid Search Data FAQs
Can I retrieve Paid Search data without GA4?
Can I retrieve Paid Search data without GA4?
No, you must connect your GA4 account to retrieve Paid Search data.
What historical Paid Search data can I retrieve?
What historical Paid Search data can I retrieve?
Historical Paid Search is retrieved as of the start date identified in your GA4 synchronization settings.
What ad networks are retrieved?
What ad networks are retrieved?
Only the Google Search network is retrieved by default. If you want more networks to be displayed, please contact Support.
Can I use keyword groups with Paid Search data?
Can I use keyword groups with Paid Search data?
No, Paid Search data is not available with keyword groups.