We use a somewhat complex formula to identify the words where you are spending too much money to drive traffic 

Since we are trying to find words with high opportunity, low organic rank and high paid costs we use the following criteria 

- Paid search impressions that are greater than 0,  

- Paid search Cost Per Click is greater than 0, 

- Paid search Keyword Match Type is equal to'Exact Match', 

- Organic Search Best Rank is 0 (not ranking) or greater than 5th position  

- Google Search Demand is greater than 20 searches per month 

- Organic Click Rate is Less than 5%