Some keywords only perform because you are paying for them. When your impression share roughly equals your click share, PPC is fully supporting that keyword: you are not winning extra organic clicks, your ads are carrying it.
The usual root cause is that your CTR and conversion rate are below the market average, so your listing cannot earn clicks and sales on its own. This SOP shows you how to spot these keywords and fix the content so you can eventually rank without renting the position.
When to use it: weekly.
Step 1: Find the signal
Open the Market Share & Funnel report, go to the Market Share page, and use the SQP by Week/SQP by Keyword view.
Look for keywords where impression share roughly equals click share. That is the fingerprint of a keyword fully supported by PPC.
Scroll the table to the right to check your Funnel Metrics. Confirm your CTR and conversion rate, or the Funnel Score, are below the market average. Below-market CTR and CVR are the reason PPC has to carry the keyword.
Step 2: Fix CTR first
CTR is what earns clicks and it is the faster lever. Work on it in order of impact:
Title: lead with your main keyword.
Main image: make it clear and test variations, and include your main keyword visually where it fits.
Price and coupons: a visible discount or strikethrough price lifts CTR.
Step 3: Then fix CVR
Conversion is the second lever:
Secondary images
A+ content
Reviews and ratings
Use the Demographics Reports and Refunds analytics to decide what to change. In your content.
Step 4: A/B test and re-measure
Always A/B test a content change rather than swapping blindly (see "How to A/B Test a Listing Change Using Funnel Score"). Re-check the Funnel Score with branded keywords excluded. As your CTR and CVR climb toward or above market, your organic rank improves and you can begin reducing PPC dependence on that keyword.
How this differs from cannibalization: with cannibalization you cut spend because organic already wins. Here you fix funnel metrics first, because cutting spend now would just lose the sales. Once your funnel earns the clicks, the keyword graduates from "supported by PPC" to organically strong.