In June, Google introduced Analyze Competition feature in Opportunities tab to a small number of advertisers using English language AdWords interface, but now this feature is “available to all English language accounts”. In addition to core functionality, you can now see Google search terms that triggered your ad for each most specific sub-categories in your account. Click a category name to see more specific sub-categories. When category name is no longer a link, you’ll know you’re at the most specific sub-category — this’s where you’ll see a “See search terms” link. Seeing the search terms that triggered your ad can serve as inspiration for new keyword ideas or help you understand if your keywords have been miscategorized by our system. If you see that search terms listed for a given category aren’t related to keywords in your ad groups, you may consider making keywords more specific or adding new negative keywords,” explains Google.