How do I determine if some of our paid keywords should be changed to organic?

[SallieJ]

I’m trying to determine if some of our paid keywords should really be organic keywords and also trying to avoid cannibalization of keywords. How do I do this?

[effectdigital]

Usually you just see which search terms (a more specific subset of keyword data) are working really well for you on PPC. You then exclude those specific search terms (NOT the whole keyword, which may be at least partially matched) from your bidding strategy. Note that this is only a good idea if ONLY you have ads for the term (otherwise you lose your ad, and some users may click on competing ads instead of your organic listing - bad). In modern times most people just go full-balls down both channels, which in the end is probably best - as it's so fiddly to get right, that the time spent doing so often exceeds the cost-efficiency yield