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The data provided by Google Adwords can be very rich, however, often hard to mine through for data and see trends.
One tool that can be used is are word clouds. This can be used to visually show the keywords that are most represented in a set of search terms or keyword list.
Word Cloud can have txt files uploaded to it which makes it useful for large data sets.
List of other word cloud options can be found here: https://monkeylearn.com/blog/word-cloud-generator/#wordart
Word clouds are beneficial in finding themes in keywords in the following ways:
1. Export converting search terms (i.e. search terms that lead to sale conversion) from Google adwords and run it through the word cloud. Determine which search terms are most prevalent and their relevance. Check to see if this word is in the account as a targeted keyword and if not add it to a new campaign. You can also use this method to find negative keywords and add them to the negative keyword list.
2. Download keyword ideas, e.g. via googles keyword planner or Keyword Shitter (https://keywordshitter.com/). Put this list of keywords through the word cloud generator and determine key themes. These can then be used to guide keyword "silos / buckets" and therefore which campaigns to create.
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