Google continues to try and improve their Adwords Keyword Tool. Previous updates have included improvements in the quality of data as well as the usability of the tool. Well, Google has pushed another update to their Adwords Keyword Tool focused on usability and cross-tool linkage.
In the latest release Google has included a new menu that shows up when you hover over one of the rows and looks like this:
This new menu has two primary functions.
Negative Keywords Button
The first is the ability to quickly change a keyword to a negative type. By clicking on the left-hand button you will get a dropdown of options to transform that keyword into a negative version. They give you the option to change it to negative broad, phrase and exact matches and back to the original display:
This new feature does not refine the results list but allows you to quickly check the stats on the negative versions of that keyphrase. Unfortunitely, this does not carry over to the download ability as when you download only the original list is grabbed not the new list with negatives.
Google Insights 1-Click
The second of the two buttons is a 1-click integration of Google Insights for Search. When you click the button it sends the keyphrase to Google Insights for Search and brings up all the data automatically in a new browser tab.
Google Insights for Search is a popular search phrase trending tool that Google offers for free. Insights for search generates a monthly “interest” graph to show popularity of keyphrase as well as where the phrases is popular and related popular terms. Here is a quick snapshot of what you get from Insights for Search:
I happen to find Google Insights for Search to be a useful too and the 1-click integration could come in handy in the future. However, the verdict is still out on the negative keyphrase feature. This may be a feature that is helpful to Paid Search folks more than SEOs because I can not figure out why this is useful (I have been out of the Paid side for some time), anyone want to explain in the comments? Please do.