PPC Keyword Research Evolving

Google updated their keyword research tool to enhance previous features and add some new ones based on customer feedback. Some of the new features include greater flexibility in search options, simplified refinement of keywords, avoiding duplicate keywords, and ability to add negative keywords.

Greater Flexibility in Search Options
With the enhancements to search options, you now have the ability to combine keyword, website, and category queries and receive a single set of keyword results. Previously, you were only able to do your search one way at a time.

Simplified Refinement of Keywords
You now have the ability to filter your keyword results by both word and/or match type (i.e. broad match, phrase match, exact match). This will require you to do less manual filtering than with older versions of the tool.

Avoiding Duplicate Keywords
Now, when you are logged into your Adwords account, you will be aware of what keywords returned in your query are already being bid on. This will save you time on reviewing your results since you won't have to scroll through keywords you are already bidding on.

Adding Negative Keywords
Google's keyword tool was always a great way to identify negative keywords. With the new upgrades, however, you can add negative keywords to an ad group or campaign right from the keyword tool interface by clicking a button. Previously, you would have to take note of possible negative keywords and return to the campaign interface to add negative keywords.

New Keyword Matching Options

Google has long supported keyword matching options in Adwords pay per click campaigns. For those of you who are unfamiliar with keyword matching, the standard options include:

Broad Match
Ads will be displayed when any combination of the words in your broad match phrase (or synonyms or related phrases) appear in a search query, regardless of the order.
Context: keyword phrase
Example: search engine optimization
Ads will show up for search queries including: search engine optimization, search engine optimization company, optimization for a search engine, seo company

Phrase Match
Ads will be displayed when any combination of the words in your broad match phrase appear in a search query, in the exact order you specify.
Context: "keyword phrase"
Example: "search engine optimization"
Ads will show up for search queries including: search engine optimization, search engine optimization company, google search engine optimization

Exact Match
Ads will be displayed only when the exact phrase you specify is searched. The words must be in the exact order you specify and no other words can be included in the query.
Context: [keyword phrase]
Example: [search engine optimization]
Ads will only show up for the search query: search engine optimization

Google's new keyword matching option, called broad modifier, gives slightly more control over what search queries your ads show up for than with traditional broad match. The modifier will limit the synonyms and related searches that your ads will show for when using broad match. To use the modifier, insert a + symbol before one or more of the words in a broad match phrase. For any word with a + symbol preceding it, a search query must include that word or a very similar variation in order for an ad to be displayed. Below are some examples:

If your broad match phrase is red diamonds then your ad may show up for phrases including:
red jewelry, colored jewelry, cheap fake red diamonds

If your broad match phrase is +red diamonds then your ad may show up for phrases including:
red diamond, red jewelry, red necklace

If your broad match phrase is +red +diamonds then your ad may show up for phrases including:
red diamond, cheap diamonds in red, red elegant diamonds

Basically, using broad match modifiers will give you more reach than using phrase match, but more control than using traditional broad match.