Using Google’s Keyword Tool can help you build a base keyword list for your organic search efforts and PPC campaigns , but there are several notable shortcomings of Google's tool:
Keyword research is an incredibly important part of your SEO and PPC process , and it can’t be viewed as a step, per se, because it’s continuous and iterative. In other words, keyword research needs to be a regular part of your job. Tools like the Google Keyword Tool take a one-time approach to keyword research, which can be dangerous when you’re paying for and relying on these keywords to bring visitors to your site.
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Let’s say you’re building a brand new website, and you have never tried pay-per-click marketing before. You don’t have much site traffic, and you just want to get started and try a few things out. The Google Keyword Tool can help you at this early stage of your process, establishing some very general terms surrounding your main target phrases that you’ve come up with and providing a set base of Google keywords. Google keyword tools might possibly even help you think of a few outside-of-the-box terms you might not have originally thought of. The keyword tool from Google also gives you global search data and some other metrics to help you decipher if the keyword is worth using.
But it's important to remember that the only terms that Google’s Keyword Tool will give you are terms based on ones you type in. This means if you’re off the mark on any of your assumptions for words your site should focus on, the results you get may not be relevant.
This also means that the data Google's keyword tool gives you surrounding these keywords is based on global search data and advertiser competition, not on the effectiveness of these terms when directly applied to your website.
The Google keyword tool website has the Google keyword metrics tool that provides global search volume, and while this data can be helpful, it doesn't help you identify how these keywords will connect with your website. You'll need to export the data manually into a spreadsheet, organize the keywords, and then brainstorm about how effective these keywords might be for your site.
Don't take our word for it; here's what the Google Keyword Tool  has to say about their keyword suggestions: "We cannot guarantee that these keywords will improve your campaign performance." The Google Keyword External Tool will only get you so far.
The Google keyword metric tool simply doesn't provide the data you need to create a successful PPC campaign.
In order to successfully implement keywords in your AdWords campaigns, you'll need to:
So how do you sort and make sense of your keywords when the external Google keyword tool is so lacking? How do you find potential negative keyword candidates, aside from brainstorming or buying a generic negative keyword list?
These free google key word tools will help you automate the process of discovering new keywords, so you can get more done in less time, without losing control of your keyword research. WordStream's high-performing keyword tools provide everything you need for creating a winning PPC or SEO campaign.
WordStream's Google keyword search and discovery tools were expertly designed to make search marketing work for small and medium businesses. The Keyword Research Suite offers all the tools you need for your search campaigns, such as:
In addition, WordStream offers a unique Negative Keyword Tool  that helps you find negative keywords to use in your PPC campaigns, ensuring that you don't waste your budget on keywords and clicks that won't convert.
Not ready to sign up for the Keyword Research Suite? You can try WordStream's Google Keyword Suggestion Tool  for free. You can sample this free google keyword tool with our collection of other free Google keyword research tools and Google keyword discovery tools.
Wordstream’s AdWords Performance Grader  is a free AdWords tool that helps you evaluate how your AdWords campaigns are performing on several key criteria.
Looking at indicators such as Quality Score, Account Activity, Impression Share, and Click-Through Rate, the Performance Grader analyzes your AdWords campaigns and compares your score with relative competitors.
The AdWords Performance Grader helps you:
See how well your campaigns are really doing
Understand where you fit into the competitive landscape
Learn tips for improving your score
The AdWords Performance Grader shows you where and how to make improvements to your AdWords campaign that will improve your performance and save you money. It’s an expert analysis, and it’s absolutely free!
Want to learn more about WordStream's Google keyword ranking tool and Google SEO keyword tool?
You can try all the tools available in WordStream's Keyword Research Suite FREE. Take them for a test drive!