> For the complete documentation index, see [llms.txt](https://docs.adalysis.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.adalysis.com/manage/search-terms/tutorial-n-gram-analysis.md).

# Tutorial: N-gram analysis

Spot patterns, cut waste, and uncover new opportunities from your search terms at scale

{% embed url="<https://youtu.be/9Hz88qRDNQI>" %}

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%2F7d5LWuUbGLu9nNkK1Lwl%2Fimage.png?alt=media&amp;token=382e6999-3e46-4576-ad50-409baf29746b" alt=""><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.

<figure><img src="https://3203600314-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FGlXujWJyreRidNjZDCw2%2Fuploads%2FOPKEsM1yws7E5uSTx6TF%2F%7BB6A7CBC5-899B-412C-923F-5E1FD75DD2FE%7D.png?alt=media&amp;token=6af45ba6-08ef-44c4-8c5d-fbfa5a7960a4" alt=""><figcaption></figcaption></figure>

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%2F4zRur2nrwP3GGRmsAwkq%2Fimage.png?alt=media&amp;token=83549453-751a-4ab3-a0cb-5b3f222ce4fe" 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%2FORQN3viJlCbodmwGeoYB%2Fimage.png?alt=media&amp;token=1f0f5ab4-eb58-4461-bc71-11f5bf7f4d29" 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%2FUc6aIQx2JFKHA2ZpDeqa%2Fimage.png?alt=media&amp;token=eb521405-ce38-41d2-88d9-120ba8344632" alt="" width="340"><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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