September 26, 2010
My last post on Google’s New Keyword Tool detailed how their new tool took twice as long to export data as before. Personally, this was reason alone for me to seriously downgrade its role.
But while I was busy ranting about the fact that I couldn’t even export data, there’s also the additional fact that there’s not much data anymore to export in the first place.
Google’s old tool presented a delectable array of long-tail keyword possibilities. Their new tool doesn’t.
With the old tool, I could enter in a term like “archery supplies”, and get a myriad of suggestions that included qualifiers (“discount archery supplies”, “archery supplies equipment”) as well as related terms (“archery supply”, “archery store”, etc).
With the new tool, I am returned very short and anemic list of options that I could have just have easily brainstormed on my own. As clarified at SMX East, Google apparently thinks that from now on, they only need to show us commercial terms. What an awful idea. I used to count on Google for suggesting the unobvious, long-tail searches that weren’t as immediately apparent.
What could the possible motivations of this be? Well, everyone knows that the more your PPC targets the long tail, the less you may have to pay for those terms. It’s not necessarily in Google’s best interest to present to you a brilliant array of terms to optimize your AdGroups for. If it were up to them, you’d be bidding broad match on everything, content network turned on, for as few keyword variations as possible.
These changes also eerily coincide with the switch to Google Instant. Suddenly, Google seems to be pushing a preferred core set of terms to everyone, everywhere you look.
We all know that Google is going to reap millions in additional profits with Google Instant. Think of all those additional ad impressions appearing when they never did before).
I wonder if profits will similarly go up due to their Keyword Tool changes. Both have the potential to affect how advertisers – and users – interact with the long tail.
Written by Sarah Mackenzie.