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299 KeywordDiscovery.com and GoodKeywords.com are two useful keyword research resources, as well. When doing pay-per-click advertising, deep keyword research is a fundamental part of most successful campaigns. Many of the keyword research tools are top-heavy (only showing the most common terms), but Yahoo! and Google both have enough traffic to give some deep keyword research results. WordTracker has a few cool features called lateral search and thesaurus that help you find similar keywords. I have tested many of the keyword research tools, and WordTracker is the only traditional keyword research tool I feel is worth an ongoing subscription. Other options for finding deep keyword data are • Look at your organic search traffic logs • Use Yahoo Advanced match and URL tracking to see what related keywords they show your ads for • Run broad-matched Google AdWords ads (AdWords and matching options are discussed later in this chapter), and mine keyword data from the referral strings or AdWords search query reports. Make sure you watch your budget closely and use negative terms to filter unwanted traffic if you use this technique. Yahoo! also offers a keyword tool inside of their Search Marketing program. In addition to offering search volume estimates and keyword suggestions based on a keyword you enter, the tool also suggests keywords based on a combination of at least one keyword and a URL. Ad Optimization: If you chose to use the internal Yahoo! ad optimization tool, it may optimize your ads for clickthrough rate (and thus Yahoo! ad relevancy and earnings). When you optimize for search engine earnings, that optimization may be at your own expense. Make sure you are tracking results in a way that makes sense for your business. Yahoo Keyword Insertion: You can increase your ad relevancy by including your keywords in your ads. Yahoo allows you to make your ads more relevant for a wide array of keywords by clicking the Insert Keyword Automatically link near the ad title or listing description when making a new ad. The keyword insertion feature looks like this {KEYWORD:default_keyword}, where you can change the default_keyword to a relevant keyword for when searches do not exactly match a keyword from your keyword list. When the search keyword matches a keyword from your keyword list the keyword is inserted in your