Applications of Google’s Search Based Keyword Tool (SKTOOL)

Posted by Andy Murray, Account Director

Google’s new Search Based Keyword Tool (SKTOOL) allows search marketers to generate keyword ideas based on the content of their Web site and back-end data.  The tool maps similar queries to each other and also maps back to the keywords you’re currently bidding on in your AdWords account.

The tool has a number of applications.  The main application is to expand your keyword list in an organized and thematic way.  However, many of the keywords suggested by the tool should not be bid on by search advertisers; in fact, an advertiser would waste a lot of money if all the suggested keywords were added to a program.  The tool should be used to consider suggestions and pick ones that are relevant to your site.

The tool also shows the amount of competition on a given keyword, a suggested bid for that keyword, the average monthly searches for that keyword and the best page of your Web site to land that searcher.

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