San Francisco — Whether assessing the effectiveness of long-standing keywords or searching for new extensive phrases that may answer consumers’ queries and catch clicks, marketers consistently turn to Google’s Keyword tool. Now, the search engine leader on its AdWords Blog announced that its updated Keyword Tool will only be available by the end of August, at which time users are encouraged to use its newly launched service that integrates the Keyword and Search-based Keyword Tools.
Disclosing the news on the Inside AdWords blog, Dan Friedman explains that Google has wanted to merge these services for some time. The “updated Keyword Tool,” which is currently accessible over here, will be available throughout the end of this month. Beginning September 1, 2010, once the current Keyword Tool becomes obsolete, will begin redirecting to the new keyword tool, which aims to make marketers’ lives easier with more flexible search options.
Screenshot courtesy of Google
Friedman says that the updated Keyword Tool will offer a several advantages over its predecessors. Friedman mentions that it provides a single set of results for complex searches on website URLs, keyword combinations and categories. Google promises to keep us informed when the switch over happens and also promises to drop the “beta” label from the existing tool.
The updated Google’s keyword tool offers great support of choice for most projects as it makes it easy to explore individual territories and has the obvious advantage of being based on the world’s biggest search engine. The keyword tool also helps marketers make more educated choices when deciding on keywords. It offers users filter results by match type criteria to find words that are the best fit, and it offers insight on the effectiveness of different words in different contexts.
For instance, marketers can view the statistics for phrases with respect to ad share, local searches and (increasingly important) mobile searches. These include easy keyword refinement by word or match type, as well as more flexible and advanced search and ad share options, Friedman explained.
With this service, it seems Google is trying to help marketers make the most out of advertisements on the platform. Friedman says the new tool provides an alternative to remove duplicate keywords and add negative keywords. The duplicate keyword safeguard service will alert marketers when a phrase is already in their ad group each time they attempt to generate new keywords, and the negative keyword feature will make it possible to easily mark key search phrases for which sponsored ads should not appear in results.
Quite a few of the changes are primarily ornamental, but there are some noticeable improvements that are worth looking at. For the PPC marketers amongst us, the ability to easily add negatives based on keyword research is an interesting one.
Earlier this month, it was announced that Google AdWords is to allow third-party trademarks to be used in advert texts from September 14th 2010 in the UK, Ireland and Canada, following successful trials in the US.
You can see the new keyword tool over here.