{
  "slug": "paid-organic-overlap-report",
  "name": "Paid and organic overlap report",
  "aliases": [
    "Paid and organic report",
    "SEM and SEO overlap",
    "Paid cannibalisation report",
    "Incrementality review",
    "Paid plus SEO trends"
  ],
  "audience": "PPC manager",
  "job": "Find the terms being bought that organic already wins, and the terms organic cannot reach that deserve budget.",
  "cadence": "Monthly",
  "summary": "The two channels on one keyword axis: where paid and organic both appear, where only one does, and what each is spending or earning on the overlap. It supports two decisions in the Thursday budget review, where to pull spend because organic already holds position one, and where to add it because organic will not get there this quarter. Brand terms are separated because the overlap argument works differently there.",
  "headline": [
    "paid-organic-keyword-overlap",
    "paying-for-owned-term",
    "clicks",
    "paid-ad-cost"
  ],
  "diagnostic": [
    "paid-clicks",
    "paid-average-cpc",
    "avg-position",
    "impressions",
    "paid-conversions",
    "conversions-count",
    "search-impression-share",
    "total-search-share"
  ],
  "guardrail": [
    "total-search-share-organic-leg",
    "total-search-share-paid-leg",
    "real-noise-verdict",
    "practical-effect-magnitude"
  ],
  "sources": [
    "google-ads",
    "search-console",
    "web-analytics"
  ],
  "skills": [
    "paid-organic-balance",
    "paid-efficiency-review",
    "cross-domain-correlator"
  ],
  "rungs": [
    "R5"
  ],
  "questions": [
    "Which keywords are we paying for that we already rank for?",
    "Where should we cut ad spend because organic covers it?",
    "Which terms does organic not reach that we should buy?",
    "What is the paid and organic split on brand?"
  ],
  "workflows": [
    "organic-vs-paid-share",
    "paid-query-losses",
    "rank-without-revenue"
  ],
  "caveats": "The join between the two channels runs two ways, search term to organic query, and bidded keyword to organic query, and the two produce different overlap sets; say which was used. Organic has no query-level conversion data, so a like-for-like conversion comparison at keyword grain is not available. Holding position one organically does not make paid spend wasted; incrementality needs a test, and this report sizes the candidates for one rather than settling it.",
  "verification": "verified",
  "lastVerified": "2026-08-04"
}