Research Keywords

The Research Keywords tool provides the interface to easily find valuable keywords that promise to improve the effectiveness of campaigns but have yet to be booked.
The bubbles and words on the list are search terms which triggered booked keywords based on Google’s search term reports. A term is only visible as a bubble or as a list entry if a search engine user searched for it, and one of the advertiser’s keywords was triggered and caused an ad to participate in an auction. The top 100 terms according to search volume are displayed as bubbles, while related terms are displayed in the list upon clicking a bubble.
Research keywords

The list shows whether a search term is booked as an exact keyword. If the term has no tick, then the corresponding search query triggered one of your phrase or broad keywords. You should consider booking a query with many impressions and good performance according to KPIs as an exact keyword to lower costs. Exact keywords with a very specific fitting ad might lead to better quality scores and lower CPCs. Also, they do not trigger unwanted, low performing search terms. As a consequence they can be cheaper than their broad counterparts.
This can easily be done through the Campaign Suite. If the query belongs to one semantic group, then it only has to be included into one table. If the word is built by two or more semantic groups, its semantic parts should be written into the corresponding tables.

Example: An advertiser saw that the keyword “t-shirts blue” gets a considerable amount of traffic. He sells blue t-shirts but has no specific ads for them, so this query should be booked. If the advertiser uses a color table, he should write “blue” into the color table, whereas “t-shirts” is already present in the category table. If there is no template that combines both category and color tables, this template should be created. The advertiser needs to build the keyword “t-shirts blue” in the exact/phrase keyword field by combining the table columns like this: “name@cat name@color” or if the alias column is used, “alias@color alias@cat”.

Category table Color table
Keywords in template
This list is also helpful to consider the usage of more negatives. Imagine having a shop that sells t-shirts in various styles and forms, but they are not customizable. An advertiser for this store might have booked the broad keyword “T-Shirts”. Now, if the advertiser reads through the list of keywords in the research keywords tool, he might find many search terms that refer to customized t-shirts which have accumulated quite a few impressions. The search terms “custom t-shirts” and “t-shirt print” could collected¬†the most impressions. Seeing this, the advertiser will have in mind that his shop doesn’t sell any customizable t-shirts, though his ads are shown by the search engine in the context of these. This could lead to a waste of money if the ads are clicked – and in any case it leads to a lower quality score, because the ads are not as relevant as competing ads.
Negative keywords
The advertiser will book “custom t-shirts” and “t-shirt print” as negatives for the keyword “T-Shirts”. This is done by writing these two negatives into the column “negatives” and the rows that refer to “T-Shirts” in the category table.