Your AdWords keywords are the foundation of your AdWords pay-per-click campaign. Bid management and manipulation won't get you anywhere if you don't start with the right keywords.

1. AdWords Keywords: Are Your Keyword
Research & Grouping Tools Holding You
Back?
Your AdWords keywords are the foundation of your AdWords pay-per-click campaign. Bid
management and manipulation won't get you anywhere if you don't start with the right keywords.
You can greatly improve your PPC marketing results with a two-pronged approach to Google
AdWords keywords:
Better keyword research
Better keyword grouping and organization
Chances are, even if your keyword research is solid and you have a system in place for keyword
organization, you could be doing better on both fronts. Why? Because the tools most search
marketers use to find and sort AdWords keywords are limiting.
For example, most Google & Yahoo Keyword Tools are built for one-time use. They're not good
for ongoing keyword expansion or discovering a long tail of AdWords keywords. Moreover,
they return the same data to everyone, so your keyword research isn't competitive.
Keyword organization tools are no better—in fact, there are few tools on the market designed
specifically for organizing keywords. Likely, you resort to Microsoft Excel—an application built
for accountants, not search engine marketers. AdWords keyword grouping in Excel is a messy,
time-consuming task.
The WordStream system was built to meet the unique needs of search marketers using Google
AdWords. In the coming paragraphs, you'll see how WordStream's Google AdWords Tool suite
can improve the quality of your keyword research and grouping processes and boost your
productivity at the same time.
Better AdWords Keyword Research: Personalized, Private,
Data-Driven
WordStream offers a completely different way to discover keywords for AdWords advertising.
Our product not only includes a keyword tool that offers better functionality than the Google
AdWords keyword tool, WordStream goes beyond the basics of web-based tools to give you
more relevant keywords, and more of them—lots more.
We believe that keywords should be private, personalized, and based on real data—as such,
your AdWords keyword research becomes a powerful piece of competitive intelligence.
WordStream enables this by mining your private website data for the real keywords that people

2. have used to find your site. Your competitors don't and will never have access to this body of
keywords.
Not only are these keywords more relevant to your business niche than the ones a third-party tool
returns, they're a renewable resource. WordStream also enables continuous keyword research by
aggregating new keywords from your website every day. So your Google AdWords keyword
database is always growing in size and value. You'll quickly amass many more keywords than
you could obtain from typical keyword tools, while devoting less energy to finding and
maintaining them.
Better AdWords Keywords Organization: Smart
Segmentation
Having a sea of AdWords keywords at your disposal is important for long-term PPC success and
growth, but it's crucial that you have a process in place for organizing all those keywords. Let's
say you have 100,000 keywords—you can't possibly craft a unique AdWords ad and landing
page for each and every one of them. At the same time, you can't write one ad or 10 ads or even
100 ads that will speak to all those keywords.
The most efficient way to approach your AdWords keywords is to segment them into small,
manageable semantic keyword groups, so you can write strong, targeted ads for a number of
keywords at once. For example, instead of trying to address all your keywords related to bird
supplies with one broad text ad, you can create an ad for the "bird cages" group and one for the
"bird food" group and so on.
Your results will be even better if you further segment those groups into subgroups, with
individual ads for "small bird cages," "decorative bird cages," "natural bird food," "bulk bird
food," and so on. These ads will be more likely to speak specifically to each searcher's query,
raising your click-through rate and increasing the chances those visitors will convert.

3. Of course, extensive and effective keyword grouping can be difficult to accomplish when you
have limited time and tools (like the Google Keyword Tool, for instance) that aren't really built
for the job. This is where WordStream comes in. We make AdWords keyword grouping quick
and simple with a suite of tools that analyze your keywords and provide suggestions to maximize
PPC effectiveness. You'll be able to whittle down your keywords into appropriate groups based
on frequency and the amount of traffic each segment is driving.
You can preview a group before creating it, and when you're ready, just click a button and
WordStream does the aggravating, time-consuming part for you, gathering all those keywords
together instantly.

4. Stronger keywords and ad groups will increase relevance across your AdWords campaigns,
leading to higher Quality Scores, which means Google rewards you with better ad positioning
for lower costs.
With the right AdWords software, your search marketing team can become markedly more
productive and get a lot more value out of your AdWords keywords, in one fell swoop.
So I've Got AdWords Keywords Down—Now What?
To learn more about maximizing your profits from your AdWords account, download our free
PPC best practices white paper and become a pay-per-click marketing expert.