Google’s Keyword Tool bases its results on popular keywords from across the globe, instead of personalized keyword searches from your actual site data like WordStream, this leaves the vast majority of keywords that could be useful to you on the sidelines. It also doesn’t offer negative keyword research – a task equally important when narrowing down which words to focus on (or avoid) in your campaign. Without this helpful functionality, you’re left to create PPC ads with uncertainty, and you’re unable to organize your list in a systematic way. By forfeiting the ability to group your keywords strategically, you’re actually forfeiting the potential for a higher quality score and better search engine rankings. Search engines like Google reward search marketers with tightly knit, effective ad groups, and relying on Google’s Keyword Tool provides you none of this functionality.