In this final article in the keywords series I will introduce you to a powerful free keyword tool and also an ultra advanced keyword tool used to spy on competitors. You will hear more of these tools in the Google Adwords series of articles.

• Google provides access to what is known as The Keyword Tool (https://adwords.google.com/select/KeywordToolExternal)
•  This important tool is used in much the same way as was discussed in the Wordtracker section. There are a couple of significant differences however.
• Results from the keyword tool can be better targeted to South African searches
• Keyword analyses of your own or competitor’s websites can be carried out. Competitors’ sites are often valuable sources of overlooked keywords.
• This is a powerful tool and should be used to its fullest extent during keyword discovery stages.
• Using a combination of Wordtracker, website logs, The Permutator and the Google Keyword Tool massive targeted lists can be created in less than a day.
• This research will make a dramatic difference to Internet Marketing success and especially so in any Google AdWords campaign.
• The use of advanced keyword discovery tools such as Spyfu can add even more value to the keyword lists.

Please complete the survey and get a useful interactive PPC spreadsheet for taking the trouble

Please help by taking the survey if you haven’t done so already. Once you submit the survey you will get immediate access to an important interactive Excel calculator that will allow you to explore all the important variables that result in profitable or, God forbid, losing PPC campaigns. You’ll be able to forecast a daily PPC budget, a maximum bid price and explore how profit will vary depending upon actual conversion rates and actual cost per click.

  To get the calculator, complete the survey and after submission copy and paste the downlaod URL into your browser. Elect to save the file. Once saved use Excel to open the file.

Click here for survey

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Facebook Fellowship Program
Every day Facebook confronts among the most complex technical problems and we believe that close relationships with the academy will enable us to address many of these problems at a fundamental level and solve them. As part of our ongoing commitment to academic relations, we are pleased to announce the creation of a Facebook Fellowship program to support graduate students in the 2010-2011 school year.

We are interested in a wide range of academic topics, including the following topical areas:

* Internet Economics: auction theory and algorithmic game theory relevant to online advertising auctions.
* Cloud Computing: storage, databases, and optimization for computing in a massively distributed environment.
* Social Computing: models, algorithms and systems around social networks, social media, social search and collaborative environments.
* Data Mining and Machine Learning: learning algorithms, feature generation, and evaluation methods to produce effective online and offline models of behavioral signals.
* Systems: Hardware, operating system, runtime, and language support for fast, scalable, efficient data centers.
* Information Retrieval: search algorithms, information extraction, question answering, cross-lingual retrieval and multimedia retrieval

Eligibility Criteria

* Full-time Ph.D. students in topical areas represented by these fellowships who are currently involved in on-going research.
* Students must be in Computer Science, Computer Engineering, Electrical Engineering, System Architecture, or a related area.
* Students must be enrolled during the academic year that the Fellowship is awarded.
* Students must be nominated by a faculty member.

Application Checklist and Instructions

The application must include:

* 1-2 page research summary which clearly identifies the area of focus and applicability to Facebook. Please reference the topical areas above.
* Students CV (with email, phone and mailing address). Please include applicable coursework.
* Minimum of 2 letters of recommendation (one must be from the faculty sponsor).
* The name and CV of the faculty sponsor.

All of the above information must be submitted as a PDF to fellowships@facebook.com.

Award Details

* Tuition and fees will be paid for the academic year.
* $30K stipend (paid over 9 months of the academic year).
* $5K per year toward conference attendance and travel.
* $5K toward a personal computer.
* Opportunity to apply for a paid summer internship.
* Recipients are responsible for the taxation on any funds.

Important Dates
Friday February 15, 2010: Applications for fellowships must be submitted in full.
Monday March 29, 2010: Award recipients will be notified by email of their acceptance.

Selection Criteria

* Eligibility of applicant.
* The quality of application.
* Applicability of the project or study to Facebook.
* Other criteria as decided by Facebook in its sole discretion.
* Facebook complies with all equal opportunity laws.

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Dear AdWords Advertiser,
 
We’re pleased to announce that beginning in January, your location-specific business phone number will display alongside your destination url in ads that appear on high-end mobile devices. Users will be able to click-to-call your business just as easily as they click to visit your website. You’ll be charged for clicks to call, same as you are for clicks to visit your website.
 
How will phone numbers appear in my ads?
Based on the customer’s geographic location, the phone number and closest business address will appear as a fifth line of ad text when the ad appears on mobile devices with full HTML browsers (e.g. iPhone, Android, Palm WebOS). 
 
Where will I be able to see the results?
At launch, you’ll be able to view calls from your ads on your Campaign Summary page within AdWords from the “click type” segment option under the “Filter and Views” drop down.
 
How will I be charged for phone calls I get from my ad?
The cost of a click to call your business will be the same as the cost of a click to visit your website.
 
What actions should I take?
If you’d like your ads to show location-specific phone numbers when displayed on mobile devices, make sure that your campaign is targeting iPhones and other mobile devices with full HTML browsers, and that you have included phone numbers with your business addresses in the locations under your Campaign settings.

If you would prefer your ads not show phone numbers, simply remove the phone number from the business listings included in your campaigns targeting mobile devices.
 
We hope this new feature enables you to connect more easily with your potential customers. If you have any questions or feedback, please email us at ctc-feedback@google.com.
 
Sincerely,
The Google AdWords Team
 
Google Inc.
1600 Amphitheatre Parkway
Mountain View, CA 94043

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