Often times, PPC managers make the mistake of competing with their own organic listings. If you rank in the top 2 organic positions for a keyword, your efforts are probably better off bidding for the 3 or 4th spot with paid advertising, rather than competing with your natural listing. Additionally, your PPC analysis can be great research for improving organic SEO on your site. As you analyze your top performing PPC keywords, you’ll get a great idea of which search terms are most popular. Think about re-vamping your site and expanding on the content centered around these particular keywords.