You may notice that the queries which drive paid clicks are not the same as those that drive organic traffic. This can be confusing at first, but it is not necessarily a problem. Paid and organic often cover different parts of the same landscape.

Paid campaigns usually focus on fewer, more controlled terms

• Budgets push you toward a smaller list of high intent phrases.
• Ad groups group queries in specific ways for management.
• Testing cycles steer spend toward certain segments.

Organic search, by contrast, tends to pick up a much wider range of queries.

Use paid insights to guide Information Center topics

• Review search term reports for themes that show strong results.
• Create Information Center articles that address those themes in depth.
• Use articles to cover long tail variations that are too many to bid on.

Over time, your Information Center can expand organic coverage around the areas where ads perform well, giving you more reach without relying only on ongoing spend.