Quality Score display and the addition of labels aren’t the only AdWords changes this week. Google has also updated the Keyword Tool and Traffic Estimator, eliminating the standalone Traffic Estimator that could be used without logging into an AdWords account.
With the Keyword Tool changes, advertisers will be able to see keyword ideas grouped by themes related to their search term. For example, if you search on “cashmere” you might see an idea for a “cashmere sweater” group that includes keywords like “cashmere sweaters,” and “women’s cashmere sweaters.” Once these themes are suggested, advertisers can choose to add ad groups directly to their accounts.
The Keyword Tool has also been integrated with the Traffic Estimator, so advertisers can see traffic estimates for the keywords selected.
The Traffic Estimator will now be available only to advertisers logged into their AdWords accounts, because it will begin using each account’s performance history to come up with its traffic estimates. The standalone Traffic Estimator is being retired.
Within the Traffic Estimator, Google has added the capability to graph performance estimates, so advertisers can determine the most effective bidding strategy. Users will also be able to create “draft” ad groups and view traffic and bid estimates for each draft ad group. When you’re satisfied with the draft groups, they can be added directly to your account.
The changes will appear in advertisers’ accounts over the next couple of weeks.