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Conductor customers: Review this lesson in our Community
dynamic contentIn many organizations, paid and organic data live in silos. However, your customers don’t see “channels”—they see a single search results page. By using Conductor to bridge these data sets, you can stop paying for wins you’ve already earned and start using your budget to cover organic gaps.By the end of this course, you will have built a dedicated PPC/Organic Synergy Workspace. This live dashboard acts as your long-term strategic hub, automatically updating each week to show you exactly where to adjust your PPC bids and where to deploy Writing Assistant for the biggest organic impact.What you’ll learn:
  • How to build a “sanitized” keyword foundation for shared reporting.
  • Workflows to identify immediate PPC cost savings.
  • Tactics to use Writing Assistant for “near-win” organic terms.
  • Ways to future-proof your visibility with AI Search Performance monitoring.
🚨Note: Please make sure to click the “start course” button at the bottom of the course and the “complete course” button at the end to get credit for completing the course 🚨
Conductor customers: Review this lesson in our Community
The Strategy:To find synergy, you must first bridge the gap between your paid and organic data. However, SEO and PPC lists differ in nature; PPC often includes thousands of granular variations. Before uploading, you should “clean” your list to focus on core topics that justify organic content efforts.The Workflow:
  1. Export: Get your list of active keywords from your Google Ads account.
  2. Sanitize: Manually review or use an AI tool (ChatGPT, Gemini) with the prompt below to consolidate variations into unique “Head Terms.” This keeps your tracking high-signal and easy for your paid team to cross-reference.
  3. Navigate to Settings: In Conductor, go to Settings > Keyword Tracking.
  4. Add Keywords: Click the Add Keywords button.
  5. Configure: Upload your cleaned list and create a new Keyword Group named “PPC Priority”.
The AI Sanitization Prompt:I have a raw export of PPC keywords. Please analyze this list and: 1) Remove exact duplicates and misspellings. 2) Consolidate variations into a single ‘Head Term’ (e.g., consolidate ‘running shoes for men’ and ‘men’s running shoes’ into ‘men’s running shoes’). 3) Ensure terms remain recognizable to a PPC manager. Return a clean list of unique, high-value SEO keywords.dynamic contentdynamic content
Conductor customers: Review this lesson in our Community
The Strategy:Identify “double-coverage” scenarios where you own the top of the SERP both organically and through paid ads. If you rank in the top 3 organically with a healthy Clickthrough Rate (CTR), you may be able to “bid down,” letting your organic result capture the traffic for free.The Workflow:
  1. Open the Keywords report and filter by your “PPC Priority” group.
  2. Filter the Rank column for positions 1–3.
  3. Check the CTR column. If it’s high, you may have an opportunity to reduce spend.
  4. Action: Click Share > Add to Workspace. Create a new report called “PPC/Organic Synergy Dashboard” and add this widget titled “Efficiency Wins” to share with the paid team for potential budget reallocation. dynamic content
Conductor customers: Review this lesson in our Community
The Strategy:Focus on high-value paid terms where your organic result is almost in the top 3 (ranking 4–10). Moving these up just a few spots can drastically reduce your long-term reliance on paid clicks for these terms.The Workflow:
  1. In the Keywords report, filter your “PPC Priority” group for Rank 4–10.
  2. Sort by highest MSV.
  3. Identify pages with a lower-than-expected Impressions and/or CTR relative to their position.
  4. Action: Send these URLs and the corresponding keywords to Writing Assistant. Use the AI Content Score to identify topical gaps. Refreshing this content to better align with intent can move you into the Top 3.
  5. Add this “Optimization Opportunities” list as a widget to your Synergy Dashboard. dynamic content
Conductor customers: Review this lesson in our Community
The Strategy:Use paid spend to “plug the holes” where your organic content isn’t on page 1, but your competitors are. This ensures your brand is protected while you work on long-term SEO improvements.The Workflow:
  1. Go to Rank Comparisons and select your “PPC Priority” group.
  2. Select a top competitor and apply these filters:
  • Your Visibility: “Not on 1st Page.”
  • Competitor Visibility: “On 1st Page.”
  1. The Takeaway: These are your “Must-Bid” terms. Add this comparison as a widget to your Synergy Dashboard to ensure your paid strategy is covering your organic blind spots. dynamic content
Conductor customers: Review this lesson in our Community
The Strategy:Search is moving beyond the traditional results page. If you are investing heavily in a PPC topic, you should also ensure your brand is being Mentioned and Cited in AI-generated answers.The Workflow:
  1. Identify Core Topics: Look at the themes behind your highest-spend PPC keywords.
  2. Add to Topic Tracking: Go to Settings > Topics & Prompts and add these core themes to monitor in AI Search.
  3. Analyze Visibility: In the AI Search Performance report, check the Market Share for these topics.
  4. The Takeaway: If you are paying for the click in traditional search but aren’t being cited in AI search, use this data to prioritize new, authoritative content creation. Add the AI Market Share of Website Citations for each of your priority topics to your Synergy Dashboard. dynamic content
Conductor customers: Review this lesson in our Community
You’ve leveled up your search strategy! By building your PPC/Organic Synergy Dashboard, you now have a single, long-term hub that allows you to:
  • Reduce Waste: Stop paying for terms you already dominate.
  • Prioritize Content: Optimize landing pages for the terms that matter most to your budget.
  • Defend Market Share: Ensure your competitors never own a Page 1 result without a challenge.
Next Step: Schedule your Synergy Dashboard for weekly delivery to your Paid Search team to keep everyone aligned and efficient.
To keep learning more workflows, check out our additional courses.