Preventing cannibalization between PPC and SEO

Selected answers from the Dumb SEO Questions Facebook & G+ community.

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  Kieran Gibbons: I`m confused. Why would you bid for a keyword that you`re number 1 in organic listing?
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  Chris Greene: i only want to do that if a competitor ppc ad appears, if not yes i dont want to bid on a keyword
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  Dave Elliott: My old company used to use https://www.adthena.com/outsmart-your-competitors/ for this. Manual isn`t great tbh as it will only be correct for when and where you did the search and people might not be bidding in a certain location or may have used up thier daily budget or whatever.
  
  We only used to use a manual process to determine what keywords should be monitored to make sure they really didn`t have any PPC competitors bidding on them. Also worth pointing out that "manual" checks can largley be automated via screaming frog(or python) if you have a lot of keywords to check.
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  Chris Greene: Thanks for that, what is the price range of that tool?
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  Dave Elliott: No idea.
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  Chris Greene: Dave Elliott all good, just curious you mentioned Screaming Frog which we have, did you setup it so it would crawl paid and organic results?
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  Dave Elliott: Exactly. I wrote this a while ago and originally came up with it to find PPC adverts a few years priviously https://builtvisible.com/scraping-people-also-ask-boxes.../ you should be able to modify to get the results. It`s the same custom extraction process you just need to find the div class for PPC adverts rather than PAA...I no longer work for them so I think I`m allowed to share......