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Shocking, I know. As such, you need to segment traffic and conversion performance by brand and non-brand, as well as do category-level segmentations within those buckets. This has been made more difficult by the rise of obscuring organic queries [not provided] in analytics packages, but it is still possible using tools such as Google Search Console. Similarly, organic and paid search may drive different shares of traffic from

different device types for a given brand. Device types tend to perform differently in all sorts of metrics, from click-through rate to conversion rate to bounce rate. Thus, this would void all aggregate performance comparisons and require metrics to be broken jewelry retouching service down by device. In the case of an analysis that declares an overall winner without any nuance on how the data was segmented, it is almost guaranteed that the individual did not bother to make such segmentations. Stating that these global results apply to all existing brands is just ridiculous. 2. Leverage paid and natural, and

measure incrementality But it's not just about measuring the comparison between paid and organic search metrics on any given day. It is also important to understand how they work together . Every marketer wants to rank organically for every keyword they might consider bidding on in paid search, preferably #1. But it's just not possible for every site to rank on the first page of organic listings for every single query that could drive value for them. Likewise, every brand would love to have an ad at the top of the page for every relevant query,