Still on Google AdWords, we know that keywords are the primary means by which Google determines the appropriateness of displaying your ads on search results (or publisher websites). We’ve discussed how to choose the right keywords, but not the specific tools to use for this purpose. One basically needs tools to help compare the relative popularity of a certain keyword as compared with another. This way, you can estimate which keyword would bring in more inquiries and therefore better traffic directed towards your site.

First, a rule of thumb. Your keywords should be specific enough for your site to get quality visitors, and popular enough to get a good amount of traffic. However, using keywords or keyword combinations that are too popular might result in higher bid requirements, especially if you have competitors vying for top position in the same keyword set.

Tools

The primary tool to use is Google AdWords’ own keyword tool, which is built into your own account. This free tool will help you determine both the level of competition for keywords and keyword sets, and the volume of searches that google gets for such. The tool will also try to suggest relevant or related keywords, depending on the initial keywords or phrase you key in.

You can also use external tools, both offered by Google and third parties. For instance, Google Trends can be used to compare the relative magnitude of searches for two to five keywords or phrases, including the relative number of times those keywords appear on Google News articles.

Another tool is the keyword tool by Overture, which is actually now Yahoo! Search Marketing. The Overture tool is not free, though. However, one advantage is that it lets you actually see the magnitude of searches for your chosen key words or phrases (not only comparative levels).

You can also use other tools such as Espotting, 7Search, and even Crossword Compiler for word or synonym suggestions. The important thing to remember is the relative popularity and specificity of the keywords you will be using.