Adalysis presents the search terms in 2 formats:
- Search terms: these are the actual search terms as you also see them on the Google Ads / Microsoft 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 search terms. Adalysis analyzes the search terms using an n-gram approach to help you identify additional opportunities that can be used as negative or positive keywords that would have otherwise been hard to spot within the terms.
All search terms data is updated once a week.
1. Managing your Search Terms
1.1 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 the 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) If you want to have the same negative keyword match type and location for all your selected search terms, you can set these parameters in bulk from here.
4) 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 Keyword conflicts option.
1.2 Identifying previously analyzed Search Terms
The list of search terms is updated once a week unless you request to refresh it immediately. To help you keep track of which terms you've reviewed previously, you can mark those search terms using the Dismiss selected search terms function which will hide the query from the list. You can always view all dismissed queries and un-dismiss any of them using the second option View dismissed search terms.
2. Managing the N-Gram Search Terms
2.1 What are N-Gram Search Terms
An N-Gram search term is a 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 search terms.
2) Shown here are the n-gram terms extracted from your search terms.
3) This column lists the number of times this n-gram term was found in your 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 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 you want to add one or multiple n-gram search terms as negative keywords, just select them and click the button Add as negative keyword. You will then be asked to define a match type and choose whether to add this negative keyword to the campaign or one of the negative keyword lists.
If you want, you can exclude search terms (for example, your brand name) from the future analysis by hitting Dismiss. You can access all the dismissed terms at any time under the same button.