“ ”As Search Engine Marketing grows as an in-dustry, it’s inevitable that new technology will evolve to fill in the gaps where current solutions fall short. Case in point is WordStream, a new SEM tool that specifically helps raise productivity for handling, assembling, and segmenting your keyword list.

Josh DrellerSearch Engine Land

Keyword Managment Solutionsfor PPC and SEO

WordStream is a Web-based keyword management solution that offers a continuous stream of keyword suggestions and a full suite of tools for their mainte-nance and optimization.

WordStream improves the value and relevance of search marketing efforts, including search engine op-timization (SEO) and pay-per-click (PPC) campaigns, for increased productivity and return on investment.

How it Works, and Why it’s Different

Our keyword management solutions go beyond basic keyword research and bid management to address the numerous challenges search marketers face in between these tasks. We offer tools that improve the results and increase the efficiency of processes like keyword discovery, keyword grouping, ad group cre-ation and workflow prioritization.

From the initial stages of keyword research all the way through to PPC campaign tracking (and back again), WordStream simplifies the tasks that are critical for long-term PPC and SEO success but can be time-consuming, difficult and tedious without the proper search marketing tools.

© 2009, WordStream, Inc. All rights reserved. WordStream technologies are protected by pending US patents. 1

Product Overview

Key Benefits of WordStream

• Relevance: With an ever-growing list of person-alized keywords based on real searches, as well as keyword grouping tools to organize them into a useful taxonomy, you have the basis for far more relevant landing pages and text ads, driving traffic and conver-sions from both paid and organic search.

• Productivity: WordStream improves workflow by providing a clear plan of action for fast search market-ing ROI, as well as making strategic use of automa-tion to enable much more efficient completion of the repetitive and mundane (though necessary) work as-sociated with search, so your team can get more done in less time.

• Value: Ongoing keyword expansion, increased rel-evance, and more, better-qualified traffic: It all adds up to higher click-through rates and Quality Scores for a lower cost per action, adding value at every level of your search marketing campaigns.

A Search Engine Marketing Platform

Figure 1: In WordStream, you can instantaneously view and ma-nipulate data from all aspects of your search marketing campaigns. Quickly and easily segment your keywords into a strategic hierar-chy, create targeted ad groups and text ads, and post changes to your PPC accounts in real time—all while WordStream performs what would otherwise require untold hours of labor in the back-ground.

Key Features

• KeywordResearchandDiscovery

• KeywordGroupingandOrganization

• KeywordAnalyticsandGoalTracking

• NegativeKeywordDiscovery

• PPCTextAdCreationandPublishing

• WorkflowPrioritization

KeywordResearchandDiscovery

WordStream offers a unique means of identifying the keywords you should be bidding on in your pay-per-click marketing campaigns. Our solution utilizes ana-lytical tools to parse your website’s log data and track the keywords new visitors are using to reach your site. This provides you with three central benefits:

• Exclusivity: Because it’s based on your site’s historical traffic data, your keyword database will be wholly personalized, private and unique, complete with a long tail of highly relevant, high-intent key-words that your competitors won’t have access to.

• Continuous Keyword Discovery: WordStream does more than create a static list of keywords; it con-tinually tracks and stores new keywords every day, so your database stays accurate and up-to-date as it grows into the thousands or even millions.

• Actionable Data: You can instantly group these keywords into easy-to-visualize, manageable seg-ments to take immediate advantage of your keyword research for SEO and PPC campaigns.

KeywordGroupingandOrganization

The ability to segment your extensive keyword list into close-knit, semantically related groups is crucial to the success of your search marketing efforts. The WordStream solution helps you create profitable, traffic-driving ad groups with tools that automate the tedious manual work involved in keyword grouping, so you can organize keywords in a fraction of the time and focus more attention on PPC strategy.

WordStream’s keyword grouping tools increase pro-ductivity and relevance with three core features:

• Automatic Keyword Sorting: As WordStream imports an ongoing stream of new keywords into your database, they’ll be automatically assigned to your existing keyword groups as appropriate.

“ ”Unlike generic keyword tools that we’ve tried in the past, WordStream’s Keyword Discovery Toolprovideduswithanexclusivedatabaseofkeywords highly specific to our business. It took the guessing game out of the equation for us and freed our time from having to dedicate hours a day to the tedious task of coming up with new and relevant keywords.

Chris LemleyPresident,SentryAutoGroup

© 2009, WordStream, Inc. All rights reserved. WordStream technologies are protected by pending US patents. 2

© 2009 WordStream, Inc. All rights reserved. WordStream technologies are protected by pending US patents. 3

• Segmentation Suggestions: The Keyword Seg-menter Tool guides your decision making with smart suggestions for groupings that will drive traffic and conversions.

• Infinite Nesting Capabilities: Create as many segmentations and subgroups as you choose; Word-Stream will keep you informed about which keyword and ad groups offer the most segmentation benefit.

KeywordAnalyticsandGoalTracking

Figure 2: WordStream empowers your keyword database with actionable analytics.

WordStream’s powerful, search-focused analytics tools enable marketers to quickly sift through vast numbers of keywords and instantly react to it. You can sort by keyword, number of visits or completed goals or sales. You can also segment data by temporal metrics and view by keyword group size (number of keywords) and importance (amount of traffic driven) to gain valuable workflow insights—with the power to actually act on them. WordStream goes beyond a typi-cal analytics tool by making data actionable. You can use the information to perform value-adding actions that are meaningful to your business:

• Keyword grouping

• Ad group creation

• Text ad creation

• Landing page creation

• And more

NegativeKeywordDiscovery

For optimized, high-performance PPC campaigns, it’s not enough to find all the right keywords to bid on—you need to make sure you’re not also bidding on the wrong keywords. Discovering those keywords in your ad groups that may seem relevant but are actually worthless to you is called negative keyword discov-ery, and it’s critical if you want to reduce wasteful PPC spending and maximize click-through rates and Quality Scores. WordStream offers negative keyword tools that enable efficient, continuous discovery and elimination of keywords that are irrelevant to your business and search marketing campaigns.

PPCTextAdCreationandPublishing

In addition to helping you create and maintain op-timized ad groups for Google AdWords campaigns, WordStream provides suggestions for maximally rel-evant ad text. Our ad text creating and editing tools make it simple to author compelling, clickable ads that benefit your PPC campaigns in several ways:

• Increased relevance to searchers: When your ad is highly relevant to the search query, users are more likely to click, and high CTRs contribute to high Qual-ity Scores.

• Increased relevance to your ad group: Advertis-ing copy that relates to the other keywords in your ad group also has a positive impact on Quality Score and lowers your cost per click.

• Increased productivity: Author multiple effective text ads with minimal commitment of time and effort.

Figure3:GetQualityScorefriendlyadtextsuggestionswithintui-tive editorial tools that let you publish PPC campaign changes right from your WordStream dashboard.

© 2009, WordStream, Inc. All rights reserved. WordStream technologies are protected by pending US patents. 4

WordStream also offers the ease and convenience of publishing text ads and making other PPC adjust-ments without logging into your AdWords account through a separate interface. You can use one unified, integrated platform for all your keyword research, grouping and analytic needs as well as AdWords cam-paign management.

WorkflowPrioritization

WordStream provides workflow prioritization tools to help you determine where your search marketing team’s time and energy are best spent for tangible returns. These tools leverage your analytic data to provide an evolving to-do list of tasks ordered by relevance to your business goals. You’ll know exactly when you need to segment keyword groups, create ad groups, write Web copy, designate negative keywords and more to see fast PPC and SEO benefits. No other search marketing tool on the market does that!

“x ”Eventhoughmykeywordinventorywasconstantlyexpanding,WordStream’sKeywordSegmentationToolhelpedmetoeasilymanagemycampaignbyautomaticallyorganizingdailysuggestionsintomeaningfuladgroups.Otherwise,I’dhave to sort through thousands of keywords using an Excel spreadsheet and waste time importing and exporting data acrossapplications.Thereisnoeasierwaytobringaboutthiskindofordertothousandsofkeywords.

Ian Hughes E-Commerce Marketing Manager, SC Publishing

About WordStream, Inc.

WordStream is an industry-leading provider of keyword management and search engine marketing solutions. Our patented, innovative software helps customers worldwide to cost-effectively and consis-tently meet their search marketing objectives. For more information, visit us on the Web at www.WordStream.com.

Pricing

WordStream is currently available for free trial, and is sold at a low, flat monthly service fee, not as a per-centage of advertising spend.

SystemRequirements

WordStream is a hosted, Web-based application. The only system requirements to run WordStream are a Web browser that supports Flash 9.x (essentially any Web browser).

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