Google Analytics not only can track your transactions, visits, revenue and cost (once appropriate filters are applied ), but it can also be used to discover valuable keywords.

Using Google Analytics you can see exactly what keywords people searched to land on your web site.

For example: the search term order books online or purchase books online will trigger your existing ads in relationship with the keyword buy books online, because Google

automatically recognize order and purchase as synonyms, and also your keyword matching type is broad. Therefore, even though you don't have "order book online" in your keyword list, your ad will still show up when being searched.

For you, as a search marketer it is important to know the exact keywords people used to reach your website and expand your keyword list accordingly.

To discover the exact keywords, you will need to create a new profile into your Google Analytics account. Don't skip this step, otherwise all data will be affected by the new

filters you'll add.

To create a duplicate profile in your account:

1. Click Analytics Settings at the top of your Analytics account

2. Select the account you want to add the profile to from the Accounts summary box

3. In the Website Profiles box, click Add new profile

4. Select the radio button to add a profile for an existing domain.

5. Select the appropriate value from the Select Domain drop-down list, and enter the Profile Name as you'd like it to appear in your account.

6. Click Finish to add the new profile, or Cancel to exit without saving.

Once you created the new profile, you will need to apply TWO filters to it.

To create a custom filter (use the settings as illustrated in the images below these steps):

1. Click 'Analytics Settings.'

2. Click 'Filter Manager.'

3. Click 'Add Filter.' The Create New Filter page appears.

4. Enter a Filter Name for this filter.

5. From the Filter Type drop-down list, select Custom Filter.

6. To select an available custom filter, click the radio button next to the one you want and complete the necessary fields.

7. Under the 'Apply Filter to Website Profiles' section, select the Available Website Profiles to which this filter will be applied.

8. Click Add to move the selected profiles into the 'Selected Website Profiles' list.

9. Click Finish to create this filter and start applying it to incoming data, or Cancel to return to the previous page without saving.

When you finished creating the filters, go back to Analytics Settings page. You should be able to see at least two profiles on that page. If not, there was a problem with the

profile creation (read more here).

Click on the Edit link for the newly created profile and then, on Filters Applied to Profile section click on the Add Filter. Click on Apply existing Filter to Profile and Add the

filters in the order you created them: #1 should come before #2.

Now, knowing that "order book online" and "purchase book online" are also common terms that people search for, you can now put them in your existing keyword list, in exact match

and maybe you want to create specific ads and landing pages if traffic is high. This will improve the ads and keywords' Quality Score and therefore lower your bills :) .By having your keywords match exactly to what people are searching for, it helps your ad to be shown at higher positions with a lower cost. In Google Analytics, you can download the keyword list into excel format and start working from there.