In addition to Search Funnels feature, Google added “The Top Paths (Query Paths)” report. “Broad match keywords in your AdWords account may be matched to a variety of keywords your users are searching for. You bid on certain keywords, but what about the actual queries that these keywords were matched to? You can see Keyword Paths within Search Funnels – and now, you can see Query Paths as well,” explained Google.
“This data gives even more insight into searches users make before finding and then purchasing on your site. With this information, you should be able to better target these users by seeing how they find you, and gain confidence in bidding on keywords that convert or assist in conversion path,” Google added.
Within existing Top Paths reports:
Select Top Paths (Query Paths) option in the Dimension drop down to show you actual queries that were matched to your ads and clicked prior to a conversion.
Note: this option will only show queries for search ads that were clicked, and not for impressions.
More Info: Top Paths (Query Paths)