The visibility into the minds of consumers has been made a fair bit easier today thank to a tiny amendment made in Google Adwords' "Search Query" reporting process.
To those unfamiliar with the Search Query report, it is simply a report that allows you to see exactly the search terms that people have been searching for within the engine that led to an impression of your ad appearing.
Whilst this has long been an essential tool to the Search Marketing community, it had a small limitation. As the majority of searches made in Google are unique, the report would group these terms together and state something along the lines of "1043 other unique queries".
This means that you are not given the details of what these searches actually are, leaving you unable to fully learn from the consumer behaviour and plan accordingly for this.
However, today a new option appeared within the report criteria, called "Query Depth" (see picture below):
By requesting the "Advanced Query Depth" it is now possible to obtain the FULL list of search queries made.
This is something I have been wanting for quite some time and just adds that little bit of extra knowledge that potentially could go a long way in optimising client accounts.
Thank you Google.