On the flip side, if you own the SERP and the only ad is yours, there is no other noise, and organic search results come right after the ads, you might be paying for ad traffic that you don’t need to.

7. ROAS & ROI Data

One of the hardest questions prior to launching a campaign can be projecting or predicting return on investment.

Whether it is determined by the ROAS ratio or actual all-in ROI for PPC or SEO, it is incredibly valuable to have an idea of what performance would be like in advance.

If you can utilize data from PPC or SEO to predict performance, then it can help:

Bottom line: sharing of data and insights is key.