This year we’ve made a con­certed effort to bring addi­tional, yet highly valu­able, data into Search­Cen­ter+, our paid search man­age­ment solu­tion. The goal is to make paid search as prof­itable as pos­si­ble – gen­er­ate the high­est vol­ume of the right traf­fic at the least pos­si­ble price. As I stated in my last post, I believe this is best achieved when search mar­keters use the entire search page (nat­ural and organic list­ings) to drive results.

I’m pleased to announce that we are adding yet another valu­able source of nat­ural search rank­ings into Search­Cen­ter+, which will now have access to SEO data from the Covario Organic Search Insight plat­form. The inte­gra­tion will be avail­able early next year. Here is Covario’s press release.

As our newest Adobe Gen­e­sis part­ner, Covario joins a rich part­ner ecosys­tem meant to help dig­i­tal mar­keters get the most value out of their data. I’m excited to see Adobe cus­tomers begin uti­liz­ing both paid and organic search data in a sin­gle solu­tion to bet­ter opti­mize their search dol­lars. While we haven’t been offer­ing this func­tion­al­ity for very long, we are iden­ti­fy­ing cus­tomers for poten­tial case stud­ies and will share these with you as soon as we can.

If you are using both paid and organic search data to opti­mize your search spend, what inter­est­ing things have you learned?