Search engine marketing is one of the most important digital marketing projects a B2C or B2B brand can undertake. Be it a white paper, webinar or straight Ecommerce, search drives fresh blood down the path to conversion. If you use Google AdWords’ keyword tool to assist in strategic planning, you’ve probably noticed some new features in the past month.

Below is a quick overview of the changes and what they mean for you as a digital marketer.

 

See data from your search terms and keyword ideas at the same time. This change can be helpful for comparative purposes.

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Now you can search with a combination of keywords, a URL and a category to get more specific results from your keyword searches.

 

Compare your keywords by match type using one or more match types at the same time. Now you can compare search data for a broad search term and an exact search term in one single search.

 

Star your top keyword ideas to save them for later. If you find terms that you want to come back to after further searches, you can now easily save them in the lower right corner.

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Use the “more like these” search option to search for keywords related to the ones you like.

 

See search for mobile devices to help figure out what to include in our mobile marketing strategy.