Adalysis presents the search terms in 2 formats:
- Raw search terms: these are the actual search terms as you also see them on the Adwords / Bing Ads interface. Adalysis provides a couple of additional tools to make analyzing these terms easier.
- N-Gram search terms: these are search term patterns found within your raw search terms. Adalysis analyzes the raw search terms using an n-gram approach to help you identify additional opportunities that can be used as negative or positive keywords which would have otherwise been hard to spot within the raw terms.
All search terms data is updated once a week.
1. Managing your Search Terms
1.1 Fine tune the negative keywords within scope of the search term
The option shown below will display the existing adgroup negative keywords of the adgroup where the search term originated. It will also show the campaign negative keywords and any relevant negative lists. Seeing the negative keywords within scope of a search term can help fine tune those negative keywords.
1.2 Fine tune the alignment of the search term to the matching keyword and Ad
The option shown below will show the keyword that matched this search term. It will also show the ad that was triggered by this search term. Seeing this combination of matching keyword-Ad gives an insight into the alignment with the searcher's intent.
1.3 Adding Negative Keywords using the Search Terms
Once you decide to add a search term(s), or a variation of it, as a negative keyword, select the term(s) and do the following (as shown in below screenshot)
1) Use the Add as negative keyword... tool
2) Modify the search term text (if needed) and choose the negative keyword match type and location.
3) It's worth checking if this new negative keyword will accidentally block any of the existing positive keywords. You can do this by using the See Affected Positive Keywords option.
4) You can see other existing search terms that would be blocked by this new negative keyword to help reinforce your choice of the negative keyword text.
5) You can also choose to remove those affected terms (from Adalysis only) to help you focus on more relevant search terms. For example, if you add the word 'free' as a broad match negative keyword, all search terms with the word 'free' within scope can be removed from your list of search terms.
1.4 Identifying previously analyzed Search Terms
The list of search terms is updated once a week. To help you keep track of which terms you've reviewed previously, you can mark those search terms using the below option which will change the color of the row to green, hence giving a visual sign of previously reviewed search terms.
2. Managing the N-Gram Search Terms
2.1 What are N-Gram Search TermsAn N-Gram search term is common text found in multiple actual search terms. Adalysis aggregates the performance of this common text across multiple search terms to help you gain insights into opportunities for adding negative or regular keywords.
2.2 How to use the N-Gram Data
The N-Gram analysis is done at the campaign level for each campaign independently.
1) N-Grams search terms are shown in a separate screen from the raw search terms.
2) Shown here are the n-gram terms extracted from your raw search terms.
3) This column lists the number of times this n-gram term was found in your raw search terms. You can see a full list of the search terms (where this n-gram term was found) by clicking on #5.
4) The number of words in an n-gram term. Adalysis analyzes n-grams up to 3 words long. You can order by this column to focus on smaller or longer terms.
5) This will show the list of raw search terms where the n-gram term came from. This can give an insight into the search context and help identify potential negative or positive keywords opportunities.
If there is an n-gram term that you're not interested in analyzing regularly e.g. the word 'a', 'the', etc. you can ignore this term as shown below. This will configure Adalysis not to include this term in future analysis. You can view a list of currently ignored terms as shown below.
The Add as negative keyword... tool available on this screen works similarly to the one covered above in section 1.3.