I like that you can see all of your keywords at one place, so it's easy to check if any are missing from an Ad Group or campaign when creating new content ideas! It also makes brainstorming campaigns much easier because everything gets put in its proper category/group instead of having them broken out by keyword alone; which would be very time consuming during my day-to-day work flow process.
The fact there isn't some sort of analytics reporting feature built into this application could use improvement as well (especially with how many other tools we have available). If anything else comes up after using their product - just contact support directly via email address provided within dashboard itself otherwise they will not respond unless escalated through ticket system anyways even though i've been asking questions since launch date about what kind of reports should come back etc.. So far nothing has came back regarding our issues aside from general help section answers but no response either way regardless whether question was.