Google is reportedly looking at phasing out its old external keyword tool in favour of the new version it introduced in September 2009.

Barry Schwartz of Search Engine Land said that the company is currently directing a portion of users of its pay per click marketing service AdWords to the updated application to encourage them to make it their default choice.

A spokesman for the search engine added that it does plan to eventually permanently replace the older version with the new one, although they did not specify when this could take place.

Mr Schwartz said that he believes Google is planning on weighing up user feedback on the latest edition of the application before any final decision is made on mothballing the old tool.

The AdWords feature allows users to generate a list of potential keywords by entering a word, phrase, category or website address in its search box.

It does not guarantee that its suggestions will improve the performance of campaigns.

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