Google introduced a new feature to its AdWords Search Funnels today: the Top Paths (Query Paths) report. Search Funnels are a set of reports that describe ad click and impression behavior on Google.com that leads up do a conversion.
"Broad match keywords in your AdWords account may be matched to a variety of keywords your users are searching for," explains Gordon Zhu of Google's Inside AdWords crew. "You bid on certain keywords, but what about the actual queries that these keywords were matched to? You can see Keyword Paths within Search Funnels - and now, you can see Query Paths as well."
To access them, simply go into the existing Top Paths reports and select the Top Paths (Query Paths) option in the Dimension drop down menu to show the actual queries that were matched to ads and clicked before a conversion.
The option only shows queries for search ads that were clicked (not for impressions).
"This data gives even more insight into the searches users make before finding and then purchasing on your site," says Zhu. "With this information, you should be able to better target these users by seeing how they find you, and gain confidence in bidding on keywords that convert or assist in the conversion path."
Earlier this month, Google launched longer, customizable Conversion History windows in Search Funnels, as well as the ability to only show complete conversion paths.