Let Google help you. The new tool recently launched by Google, the Search-based keyword tool(beta), basically helps advertisers spot the ‘unused’ keywords consumers enter when conducting a search for their products. In other words, it prevents marketers from overlooking certain terms and suggests them to be added into their search campaign.

The tool is currently available in the UK and the US and what is does is help leverage search query data by providing businesses with a list of key terms that are not included in the AdWords campaign but which hold great relevance to the particular site.

A positive aspect of this tool is that it pinpoints words that are not being advertised on but that can bring an increase to a businesses’ ROI. Once you’ve discovered the missing words, you can redefine your campaign based on the search trends provided by the new feature.

The way it works as explained by the Inside AdWords blog, ‘the search engine starts with searches conducted by users and helps them find relevant pages. But for keyword targeting, what you want is a tool that goes in the opposite direction by starting with your pages and identifying keywords that potential customers are searching on to find your products or services.’

The Google Keyword tool will be expanding to other languages and different countries in the near future.

For more in-depth details on this new tool, try out www.searchengineland.com.

Following up on our previous article, Google display URL policy, where the display URL must match the destination URL, well, its been finally put into practice early days this month. However, there’s been a lot of controversy behind this whole issue.

On one hand, we have the advertisers who have been naively punched proceeding this new policy, specially those who have invested a lot of time and money into campaigns and have diligently established a brand for themselves overtime. Then, and this is the downside, we have advertisers, or better said, merciless spammers, who create ads that display your URL, except instead of landing on your site, it redirects you to some random, irrelevant page.

Basically, all the hard work and dedication on behalf of advertisers is systematically going down the drain due to scams such as these. It can slowly ruin your brand’s reputation due to landing page inconsistency but most importantly, it can empty your pockets. Though we’re not talking about anything new here, spammers have been around since Internet’s early days, but this time its being taken a bit far into working around the new Google policy. Its tricking Google into believing all policy standards are being met, when in fact, its all a facade.

As this blogger explains, ‘this could quickly get a lot worse, if they team up with phishing sites that look and feel like your own site. Using such a man-in-the-middle attack, they could steal your customers’ credit card numbers, SSNs, and login information.’ This is entering forbidden territory which could cause imminent death of your brand.

What could happen next? Advertisers and users will begin distrusting the search engine colossus; advertisers will stop running Adwords campaigns and users will double take before they perform their next click. ouch! Better put a stop on this.