The Keyword Tool in AdWords helps you refine your existing Keywords for your ads or find new ones. Log in to your account and click on a campaign. On the Keywords tab you’ll find a link to the Keyword tool.
You have three options use; descriptive words or phrase, website content, and existing keyword. If you haven’t already tried “existing Keyword” do so now and add some variations.
Now, to the other option, Website content. You can input the URL of your website and Google will suggest some keywords. If you get poor results the first time, make sure to check the box that says “Include other pages on my site linked from this URL”. It takes a minute or to do this, so be patient. If it takes more than three, reload it.
At the end it’ll pop up with suggestions about what it thinks your webpage is about. You may get some absolutely baffling results. It may decide your page is about something completely different than you what think it’s about because you never mention ON the page what it’s about! It’s obvious to a visitor that you’re a bookstore, but to a computer, it’s not obvious. If you got a weird result you might want to check and make sure you mention on your homepage what it is you sell.
The last option is descriptive words and phrases. If you read the earlier post about figuring out how people are currently finding you, input those. If not, go read that then come back. Be sure to click the “use synonyms” box to get additional ideas.
Once it starts suggesting Keywords, you’ll see three different sortable columns: Advertiser Competition, Previous Month’s Search Volume, and Average Search volume. You’ll also see a column that just says “add” over and over again.
The two Search volume columns show you how high the search volume is. There are two search volume columns to account for temporary spikes in terms. Obviously “Christmas” will get a lot more hits in November and December than it will the rest of the year. The average shows the typical volume, while the monthly shows terms that are hot right now.
The Advertiser Competition column shows you how many people are competing for that term. If the bar is completely full, expect to pay more for those terms than ones with low competition.
Ideally you’re looking for something with a high search volume, but low competition. You can sort each of the columns ascending or descending by just clicking the top. You’ll see a triangle pointing up or down next to it to indicate whether you’re sorted ascending or descending.
It’s going to be rare to find a high volume term with no advertisers, but maybe you’ll get lucky. You’re most likely to find this with misspelled words. How many times have you yourself realized after you ran a search that there’s a typo? Try some common typos and see what the search volume is like. It just might be worth your while.
Now that you’re staring at them, you have the option to Add ones you like. Or add as negative keywords. Yes, add as negative is on the add menu, which I find counterintuitive.
The four option are Broad, Phase, Exact, and Negative. Quick refresher on those:
Broad- contains any of the words in the phase
Phase- contains those words, in that order. May have more words before and after
Exact- contains ONLY those words in that exact order
Negative- tells Google not to show your add if that words appears
So add you words. The Save button is in the green box on the side of the screen. Don’t forget this step.
One more handy trick, if you want to play with it. Scroll all the way down to the bottom of the screen and you’ll see something says “download all keywords” and give you some choices of how to download it.
This basically lets you save a record of the volumes for that day. If you do this once a month, you can then compare the month to month volumes and see if there are Keywords that are building volume consistently, losing it, etc. It’s a little more work, but lets you take a longer view that Google Adwords normally offers. It puts you one step ahead of the competition. It also allows for some more advanced data manipulation options.