Google recently anounced that they are finally pulling back the curtains on their Search Query Performance report. For those who are not familiar, the Search Query report allows you to see the actual user queries that triggered your ads. It’s very helpful for identifying new keywords to add to your campaigns, as well as irrelevant queries that need to be filtered out with negative keywords. Useful as it was, up until this week the report always held something back. Groups of queries were rolled up under labels like “150 Other Unique Queries”. Not very helpful.

Google has now anounced that all queries that recieve at least 1 click will be shown in the report. Technically, that’s still not everything, but at least Google is matching what many of us could already see in our analytics packages. In fact, we suspect that the increasing availablity of this data from outside sources is part of the reason for Google’s update. That and the fact that a request to your Yahoo rep can score you a very thorough list of user queries that triggered your ads (as well as which keyword was mapped to which query). It wouldn’t due to fall behind the competition, now would it?