The changes are coming thick and fast from Google lately; off the back of the second Quality Score change in as many months they yesterday announced a new Keyword research tool.
The idea is that they combine search query volume with content from your campaign’s webpages to suggest keywords that will not only drive volume, but are also relevant to your service or product. Win – win situation you would think, but there’s another story here.
- Google’s new KW Tool – Bad news for agencies?
Don’t get me wrong, it looks to have great functionality that can help your campaigns achieve that extra bit of quality score. The links to the keyword results page and Search Insight Tool, mean there is a lot of info at your disposal.
It’s efficient too – if you’re logged into your Ad-Words id it will automatically de-dupe the suggestions from your keyword list, the filters are useful and it even gives you the landing page where it extracted the suggestion from. If you operate from an MCC you will find all your sites located in a drop down box. Great yes!?
Well it depends on who you are really. Google have been churning out different tools over the last few years that make the process of optimising campaigns easier bit by bit. Great for individual marketers and in-house campaigners but does it reduce the potential amount of value a PPC expert can add to a campaign?
Great information but at a cost for agencies?
I thought about this with the Pay Per Action Beta trial launched by Google last year. Google are the masters of intuitive interfaces that are easy to use and functional. Plus they have all the data in their network to make automated systems work well for the lay advertiser.
PPA trials showed no improvement in performance for my campaigns and Google ditched the trial a few months back, but this new tool is something different: Keywords are the fundamental building block off PPC, and let’s face it Google has them all. By automating this process they could be seen to be giving a leg-up to advertisers and levelling the playing field?
If i had my cynics hat on though, I’d suggest that it’s merely a tool to ensure as many advertisers are bidding on as many relevant terms as possible therefore boosting Google profits. Strange they’ve had this data for so long yet only choose to share it now in this time of financial turmoil.
Well done Google – watch out agencies.
Tags: ad words tools, Google, google keyword tool, ppc, search engines, sem
