Once you have decided upon a keyword list, you then want to match your expectations to the reality of how those keywords are performing.
You can look at the relative performance of closely related keywords. For example, waterfront cabins may be bringing in a lot of visitors and revenue, while waterfront cabin brings in significantly less.
If you cater to a specialised audience, and find that a broad match on one of your keywords is bringing in a lot of visitors but you're seeing a high bounce rate and little revenue as a result, then you may want to move to an exact match so that you're getting more savvy visitors who know exactly what they want.
The Ad Content dimension lets you see activity by ad headline.