The Exact Keyword Tracking Tool by the folks at ROI Revolution allows paid search advertisers to view the exact search queries of their visitors.  Broad-match is one of three Adwords keyword setting that results in ads running based on general keyword terms and what Google believes to be relevant variations; even if these terms aren't in a campaign's keyword lists.  With the Exact Keyword Tracking Tool, the exact phrases that triggered the broad-match ad to be issued can be retrieved, instead of only allowing adwords users to view which keyword terms they've bid on drove traffic to their site.

Typically, broad-match phrases are more expensive to bid on than their counterpart's exact-match and phrase-match, due to their higher traffic volumes (and more competition).  Utilizing this tool, Adwords managers can discover trends in long tail keyword phrases that would not otherwise be revealed in typical analytics data.  With this knowledge, managers can bid on their new-found phrases, probably at lower costs due to the lower volume, detailed orientation of long-tail keywords.

The script for Google Analytics can be found here (note there are two versions: ga.js and urchin.js).

Once the script has been implemented, where will you find this data in Analytics?

1) Traffic Sources > AdWords > AdWords Campaigns report and use the Dimension User Defined dropdown.

2) Using the Visitors > User Defined report.

Tip:  Let the new code run a couple of days so you can see results

As Google continues to expand, their opportunities to pedal Adwords ads and recycle clicks within the Googletron empire spread.  Google was first recognized as a superior search engine because of its unique algorithm that gave weight to back links and valid content, Google rejected the loud advertisements of competitors like Yahoo and AOL and was preferred by users because it gave them what they wanted; relevant results and no advertising mess.  But then they started shopping around for other companies, and today Google holds stakes in the likes of British Sky Broadcasting and partners with Sony BMG Entertainment.

On the paid search side of the fence Google introduced Adwords, software offering corporations and peons alike the opportunity to advertise on their results pages with a clean 95 character box based ad.  Adwords really took off when they introduced content match, allowing advertisers to publish on a range of websites, instead of exclusively keeping them to the Google search results pages.  Last year this meant $16.4 billion, the majority of Google's revenue. 

As  they purchase more advertising sites, they are able to send their advertisers to more places, in turn receiving more ad revenue.   Their new mobile phone platform ANDROID delivers advertisements which Google can bleed into to the Adwords profit stream.  They even issue their ads through Fox Interactive Media division, which include sites like MySpace, American Idol, and Rotten Tomatoes.

In the Organic search engine results, Google is benefiting big time from rolling into media.   Purchasing YouTube in 2006 Eric Schmidt, the chief exec at Google, said to BBC "the powerful media platform complements Google's mission to organize the world's information."  Organize the world's information by buying it up?  Doesn't that enter the flood gates to self promotion across multiple medians?  Namely, the exclusive recycling of clicks within the Google umbrella? 

For example, I search the term "muffin top" looking for the popular Life Savers candy commercial.  The second organic result is a YouTube video, complete with an image of the commercial.  I will click this top link, keeping me within the Google family from query to content.  However, there are other websites offering the same video which also rank on the first page, but without the (promotional) image signifying to users "video here!". 

In short, Google is sucking up revenue by expanding where they send their ads while simultaneously keeping the organic results in the family when possible.  As Google continues to build on its metropolis of content across mediums, our searching options as users continue to shrink.  Is it worth it to have access to relevant content if it will be littered by ads and pulled from a diminishing pool of non-google results?

Is Google becoming a search monopoly?  Deciding how we will browse instead of their original premise, relying on good content to rise on its own merit.