Urchin 7 Software At GA-Experts, we also provide PPC Management services through our parent company Omega Digital Media , so we are continually looking at ways to improve the data that Google Analytics provides about a PPC campaign. With this in mind we have developed a new filter that shows exactly the Search Term (i.e. keywords that are searched on) rather than just the Bid Term (i.e. the keywords that triggered a PPC advert). For example, if a visitor searches for " sony digital camera " and you have an ad configured for the keywords " digital camera " as a Broad Match in Google AdWords, then this search will show your ad. But in your GA reports, the keywords for this search will be reported as " digital camera ". Whilst this gives you good data on your Bid Term, it doesn't help you refine your keyword triggers because the reports don't show the actual Search Term. If you use this Override Bid Term filter then the same search will show " digital camera, (sony+digital+camera) " in any Google Analytics report that shows keywords (e.g. Marketing Optimisation -&gt; Search Engine Marketing -&gt; Overall Keyword Conversion) or any time you cross-segment against keywords. This data now allows you to fine-tune your PPC campaigns by getting greater detail from your GA reports. In the example above, if the ' sony+digital+camera ' search is a frequent one, you might consider creating an Exact Match advert that took visitors to a dedicated Sony