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Google’s Keyword Tool seems like a potentially magical thing - after all, what better source of keyword ideas than the search giant through which 60+ percent of all queries are processed?  But it may be best if you don’t entirely bet your site’s success on the tool’s abilities.

Earlier today, Barry Schwartz asked his readers a simple question: “Do You Trust Google’s Keyword Tool?”  Exactly 169 people have responded so far, so the results are (although we won’t get into the exact mathematics of the statistical significance) quite noteworthy.

And as for how they responded, 22 percent of people said that, yes, they do trust Google’s Keyword Tool.  Which isn’t exactly overwhelming.  On the other hand, just 11 percent of folks said they didn’t trust the tool.

A full 64 percent of people landed somewhere in the middle with the response “Not Fully.”  Whether that sounds like a vote of confidence or not may depend on whether you tend to see glasses as half full or half empty.

So use the Keyword Tool as a go-to idea generator, perhaps . . . just don’t accept every term it spits out simply because the Google logo is visible on the same page.

Are you a person who likes to micromanage by the minute?  Or perhaps you’re the type who prefers to tend to something once and then retire to the couch.  Well, pay per click campaigns are a tricky matter, and one expert has weighed in with her thoughts on what sort of approach works best.

Jen Slegg believes advertisers don’t need to start rethinking their approach a mere one or two - or even 20 or 30 - clicks into a campaign.  Instead, she suggested in a guest post on the adCenter Blog for Advertisers, “[A]im for at least 100 ad clicks before you start tweaking things around.”

Unless there’s a sort of exceptional circumstance, anyway.  Slegg says to watch out for when a product (or info about a product) gets updated, and to keep up with the competition in this case so that your ads/site don’t look outdated.

Also, watch out for related news - think a product getting featured on the “Today” show or something of that nature - and then be ready to capitalize on the fresh words and phrases that might get people to visit your site.

Which isn’t so bad, right?  Really, given the sort of results a PPC campaign can generate, it’s kind of a gift that a campaign can be successful as the result of so little work.

Get to it, then, and here’s hoping you can still spend a fair amount of time on the couch.