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?