This means that we can look at the best performing ad copy for PPC ads in terms of click-through rate and quality score and relate it to SEO titles and meta descriptions.

The reverse is also true as we can use the SEO titles and meta descriptions with the highest click-through rates to guide keyword use and text for PPC ad copy.

By studying what works for each channel, we can cut down on some of our testings and use what has proven to work on the other channel in the past.

3. Search Term Performance

The best guidance and shortcut to optimal performance is by having historical data to act on and to help identify areas to leverage and those to avoid.