# Tutorial: N-gram analysis

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N-grams make it much easier to analyze large numbers of search terms and get insights into your data. By breaking search terms into patterns of 1-5 words and reaggregating the performance data, you can spot trends you’d otherwise miss.

Review your data under **Search terms** > **Search** and **Shopping**. Adalysis supports n-gram analysis at the campaign and account level.&#x20;

<figure><img src="https://3203600314-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FGlXujWJyreRidNjZDCw2%2Fuploads%2FhOwVlrHaz72Y4VOZPlfN%2Funknown.png?alt=media&#x26;token=ffe2f78f-c440-44a1-9019-9e82f3dbf3cd" alt="" width="563"><figcaption></figcaption></figure>

Here are four use cases to get you started:

### High spend, no conversions

To find potentially wasted spend, create an n-gram filter for 0 conversions. Then sort the results by clicking the **Cost** column header.

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You can then decide whether to select an n-gram and **add it as a negative keyword**. This lets you block waste across hundreds of queries at once.

Alternatively, you may change your organization by moving affected keywords to a different, more relevant ad group. Click a number in the **Instance count** column to see where your search terms are currently matching.

### Monitoring new campaigns

When launching a new campaign, you often do not know what search terms Google will match to your keywords. N-grams help you find out quickly:

* What terms appear most frequently?
* Are these terms relevant?

Switch to **Campaign n-grams** and make sure you select your campaign. Then click the **Instance count** column header to sort by the most common patterns.

<figure><img src="https://3203600314-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FGlXujWJyreRidNjZDCw2%2Fuploads%2FS5FpDcxyDTuoVx2bTntG%2Funknown.png?alt=media&#x26;token=0bd0f545-a9af-400c-bc33-298a81b2a376" alt=""><figcaption></figcaption></figure>

### New keywords and product opportunities

N-gram analysis can also uncover growth opportunities.

**For example, a** business selling custom plates noticed the word 'wine' frequently in their search terms. They didn’t offer wine glasses, so they:

* Added wine as a negative keyword initially
* Discussed the demand internally
* Launched a new product line
* Removed the negative keyword to capture demand

### Evaluating individual terms across your account

You can also analyze how specific words perform across all search terms. For example, question-based terms like how, what, and why often do poorly on mobile devices.

You can also check promotional terms like sale or discount or when reviewing messaging word choices.

Create a filter for a particular search term and use it to:

* Identify low-performing intent types
* Find high-performing terms to include in ads

<figure><img src="https://3203600314-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FGlXujWJyreRidNjZDCw2%2Fuploads%2F7YFbLMGVTsvBa6pYoIZK%2Fn0gram%20filter.png?alt=media&#x26;token=66dc85a5-e467-4f58-a371-3b728aac8749" alt=""><figcaption></figcaption></figure>

### Save filters and set alerts

Adalysis will audit your n-grams for [potential negative keywords](https://docs.adalysis.com/tools/audit/prebuilt-alert-list/search-terms/negative-keywords-from-n-gram-search-terms) automatically. As always, you can customize the settings for your accounts.

You can also enable alerts when you save a new filter.

<figure><img src="https://3203600314-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FGlXujWJyreRidNjZDCw2%2Fuploads%2F1Jrh892gVup7RAXLHu8E%2Funknown.png?alt=media&#x26;token=4d6a8c1f-5fe1-455e-bd68-2786978c6b71" alt="" width="303"><figcaption></figcaption></figure>

### Further reading

* [N-grams blog](https://adalysis.com/blog/n-gram-analysis-the-secret-to-scalable-search-term-management-in-google-ads/)
* [Search terms & n-grams overview](https://docs.adalysis.com/manage/search-terms/search-terms-and-n-grams)
* [Potential negative keywords from n-grams alert](https://docs.adalysis.com/tools/audit/prebuilt-alert-list/search-terms/negative-keywords-from-n-gram-search-terms)

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