Keywords are the backbone of search marketing, be that SEO or PPC advertising. This new tool by Google is particularly useful for search advertisers in their quest to find the keywords for their AdWords campaigns.

Where most keyword tools rely on the advertiser to speculate on the right keywords before making recommendations on others that match the theme – this new AdWords keyword tool makes recommendations based on destination page content.

That’s right – enter a URL and the tool will scan the page content and suggest keywords that are a relevant fit.

In the words of Google:

“…what you want is a tool that goes in the opposite direction by starting with your pages and identifying keywords that potential customers are searching on to find your products or services.

The Search-based Keyword Tool does exactly this, leveraging search query data relevant to your website’s content. In other words, this new tool gives you keywords that are highly relevant to your site but are not part of your AdWords campaigns. This helps you take advantage of missed opportunities.”

While in theory this is a great idea – the tool is prone to error. It relies on the advertiser getting the page content right. Poor content will lead to a list of wrong keywords.

Most advertisers will have their landing page content tightly aligned to their AdWords campaigns. However if you’re sending traffic to generic or broad landing pages – beware!

The tool is available to all advertisers in the US and UK, and will be rolled out to other courtries shortly. Try it out at http://www.google.com/sktool and share what you think of the new keyword tool.

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