When Google switched to their new keyword tool a lot of advertisers were ticked off by how it went from being quite granular & focused to being more broad and presumptuous. It defaulted from allowing you to drill down in a specific area to assuming that you wanted to buy a broader basket of keywords than you asked for, which particularly doesn't make sense when you think about how Quality Score punishes irrelevant ads.
Based on user feedback / complaints they updated the tool to offer 3 different filters: more like this, include or exclude keywords, and a setting which makes the search optionally tighter if turned on.
Given the keyword categorization, localization, trending data, match type options, these new filters, handy CSV export options & all the data they offer it is becoming quite a great tool with a variety of unique use cases for market research. It's so efficient that you can do a lot of work in a couple minutes, but it's so addictive you can spend hours playing with it. :)
Unfortunately Google was recently one upped on this front - by Google! ;)
Google recently announced a new keyword tool built around estimating the size of various global markets. The regular keyword tool let you do this as well, but this new keyword tool allows you to compare market sizes (by search demand) side by side at a glance, and it also lists relevant related local keywords in other language which have roughly the same meaning. Awesome stuff Google!
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