hello welcome back I want to talk to you real quick about a warning about keyword tools so in this section we’re going to talk about basically everything you could ever want to know about doing keyword research and all of my favorite tools they’re really amazing and they’re I think you’re gonna find a lot of use in them they’re just gonna help you be so much better at buying ads on bing and just in general so being a better marketer however there is a limitation to keyword tools that you need to know about and the reason is that it’s it’s very I know a lot of us want to have you know an answer to how many how many searches per month certain things get etc however pay traffic doesn’t usually have really exact answers it’s all about averages we talked about this way in the beginning of the course but it’s all about averages so what I mean by all that is that keyword tools are not always accurate none of them so even Google who is probably probably has the most advanced keyword tool they’re always trailing behind human behavior they can’t possibly catch up on new trends fast enough in their keyword tool and even when they do so so keyword tools like the Adwords and Bing tool tend to reflect things that are kind of evergreen concepts that are evergreen keywords that are evergreen and they kind of represent big general themes so that’s definitely gonna serve most markets most of the time so it’s perfectly fine to work with those tools just always know that you’re getting an approximation you’re getting an estimate and the only thing that really matters in the end this is one of the eternal advertising principles I talked about in the one of the previous sections the only thing that matters is the data so you have to let their campaigns run and see what actually happens you can spend all the time in the world looking at keyword tools and trying to estimate trying to trying to guess what’s gonna happen but you never know until you just run the campaign so I just want to give you a quick warning about keyword tools that doesn’t mean you shouldn’t use them they’re incredibly useful they will give you keywords that you wouldn’t have ever thought of they can tell you how closely related keywords are I’m just saying that they’re not 100 percent the end-all be-all source of information with keywords there’s another element to searching which is that people are always it’s very fast I mean Google has to keep up with their search engine every single day moment by moment but their keyword tool doesn’t necessarily keep up moment by moment it’s kind of like as they gather data they they update the tool it seems to me anyways it’s not it’s not an immediate thing and they also kind of give you just broad guesses so different tools do different things as well but basically the way that the tools work is they track data over long periods of time and then they kind of give you the data that they’ve tracked well that means they’re necessarily not that great at you know predicting or or or getting data that’s happening right now so if you’re in an evergreen niche basically something that has always been searched for then it’s totally fine and keyword tools are like really really accurate and you can figure out you know kind of exactly what people search for but if it’s an emerging trend then your the keywords aren’t gonna serve you as well are the keyword tools but the keywords still exist that’s the thing if people are searching for it right now then Google is figuring out how to serve Google and Bing aren’t figuring out how to serve ads to those people so they do exist even if they’re not in the keyword tool is one of them one of the things that I’m trying to say so know that keyword tools do have limitations but the more you look at them the more you research you do into a niche with different tools you’re gonna like triangulate you’re going to approximate and you’re gonna get a really really good idea of what’s going on in that niche most of the time or if you’re analyzing a website which I’ll show you so definitely use the tools they’re gonna help you go from you know a level one understanding of a niche to a level 95 understanding of the niche it’s just that that last 5% there’s a bit of mystery to it that you’ll have to figure out by experience and the keyword tools can’t help you with that but basically you know to get you from 0 to 1 to 95 then they’re great so definitely use keyword tools and I’ll see you in those videos