This document discusses using various digital marketing tools and data sources to continuously evolve keyword research and discovery. It encourages leveraging tools like Google and Bing keyword planners, SEMrush, competitor data, search queries from shopping campaigns, Amazon, social media, and website analytics to generate new keyword ideas. Conditional statements in Excel are presented as a way to efficiently sort large volumes of search query data to identify potentially high-value keywords or negative keywords to refine search campaign performance. The overall message is that keyword research should be an ongoing, perpetual process to maximize search advertising growth.