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Google's AdWords Keyword tool is a piece of software that gives you data based around searches for keywords in the Google search engine. It also gives information connected to its advertising service AdWords.

It presents its information in a chart with columns of headings and figures. The chart will give you information based on different selections that you make. This article will take you through the selections you can make and the meanings for each heading.

The easiest way to get to the tool is to search for Google AdWords Keyword Tool in Google.

The interface has changed recently. If you want you can still access the older interface by clicking on Previous Interface link in the top right hand corner. The interfaces are very similar.

The basic function of the tool works like this: you type in a keyword or keyword phrases (you can type in multiple entries), you click search and you are given the search statistics. There is a lot of information and understanding all the headings will help you extract the information you need.

If you click on the columns on the right hand side you will be given a list of the headings that you can specify to use in your searches. You can drag and drop the order of the columns to suit your needs.

If you click on the column headers you can sort your results highest to lowest or vice versa according to that heading.

Advanced options will let you filter your results further. You can specify a particular location to base your search in. You can specify which results for each header you would like to see by setting greater than or less than figures, for example, you could specify that you want to see Global Monthly Searches greater than 1,000.

Down the left hand side under the categories listing you can find Match Types. You have three choices here, Broad, Exact or Phrase.

Broad match type this will give you the number of searches that contain your keywords, either all or just individually and in any order; these searches can also contain other terms.

Exact match type will give you the number of searches that contains only your keyword in the same order you have specified and will not contain any other words.

Phrase match type will give you the number of searches that contains you keywords in the same order you have specified and may contain other search terms.

Global Monthly Searches and Local Monthly Searches - this is the average number of people searching for the keyword term. This tells you how many people on typed in those keywords into the Google search engine. It is an average and it is useful to bear in mind that people search for different things at different times - you can access this information using Local Search Trends which will display a graph for the year showing the highs and lows for a particular search term.

Competition - this gives you an indication of the number of advertisers who are bidding on the keywords. Advertisers specify keywords when they set up their ads with Google together with a bidding price they are willing to pay.

Estimated average CPC. CPC stands for cost per click. Advertisers pay Google when their advert is clicked. If you use this setting you can see how much advertisers are paying. This is figure is based on a maximum.

At the bottom on the right there is an option Show rows, simply select the number of results you want to see on the page.

Once you have played around with the tool and started to understand the meaning of all the data, your next step will be to understand the ramifications of this data for you as an internet marketer, blogger or advertiser.

Michael Groom is an internet marketer working with a UK based group of internet entrepreneurs. He plays guitar for the Cheltenham Improviser Orchestra and is a happy Tottenham Hotspur fan. To find out more check out his website http://michael-groom.com

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