Google has combined two previously separate data sets into one. The Google ad-words and Webmaster Tools organic search information is combined to give those who advertise through google gain a better understanding of how effective their marketing efforts are.
The new report is called the Paid & Search report and it is a great tool for businesses to figure out the phrases they have natural search impressions or in the reverse where keyword advertising is successful. The findings in these results could lead to SEO opportunities.
Another key benefit of the report that the article points out is the ability to see the effects of the changes made to PPC advertising campaigns.
There is some skepticism though about the usefulness of the report. In the past there has been concern around the accuracy of Google Webmaster Tools and there is concern now with the same issues. The jury seems to be out on this new report, but if Google has improved Webmaster Tools than there is hopes that this report will prove extremely useful.
http://www.entrepreneur.com/article/228185
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