Dynamic Search Ads: Keyword Mining Through Ngram Analysis – Search Engine Journal

Dynamic Search Ads: Keyword Mining Through Ngram Analysis – Search Engine Journal

Learn how to use Ngram analysis with Dynamic Search Ads for keyword mining, optimization, and expansion opportunities.
If you are looking for supplemental volume and have a website with multiple pages of content or metadata, Dynamic Search Ads (DSA) should be part of your holistic SEM strategy to drive incremental query coverage.
If you’re not yet sold on the benefits of Dynamic Search Ads (DSA), consider the following:
In this column, you’ll learn how to get creative with keyword mining through Dynamic Search Ads using N-gram analysis, and also find additional best practices to make your campaigns a success.
The key to tracking DSA terms is to be both reactive and proactive. The DSA algorithm is smart, but not omniscient.
Smart optimization strategies will train the DSA algorithm to match relevant search terms and generate quality traffic.
Not only are the settings in the DSA campaign important, but so is the website content that the auto targets uses to match to search queries.
Use the Keyword Planner or Bing Ads Intelligence to see what keywords Bing’s web crawler “sees” on these website pages. Add negative keywords, auto-target exclusions, etc. as necessary.
As a proactive measure, copy negative keywords from your standard search campaigns to DSA. Negatives List in the Shared Library is perfect for this.
Proactively block irrelevant pages on your website with exclusions – contact us pages, blog content that won’t drive the right types of traffic, etc.
In addition to looking at the search terms, be sure to review the ad headlines that were generated by DSA.
Are the headlines relevant? You can find negative keyword ideas here, too!
Excel is your friend. Aggregate as much data as possible using pivot tables – by auto-target, landing page, search term, etc.
My favorite technique is to enhance your analysis with N-grams.
N-grams are something we are starting to hear more and more about in the paid search industry.
Essentially, this is an easy way to break down the search terms into one-word (unigram), two-word (bi-gram), and three-word (trigram) phrases to aggregate data into meaningful “chunks.”
You will need…
Excel: With basic skills to create formulas and leverage the SUMIF function.
Search Term Report: From Bing Ads DSA campaign (or any search term report for any campaign. This process can be used across the board.).
N-Gram analyzer: Google includes n-gram analysis in their Data Studio product, but there are other free N-gram analyzer resources available online.
20 minutes of your time to set up the spreadsheet.
Now you can quickly bundle those one-impression and one-click search terms together into meaningful data sets.
Since this data is pulled from a Search Query report, you are effectively mining relevant keywords that people are actively using to search, but you are not yet bidding on.
With aggregate data, you can spot positive trends in CTR and conversion rates, for example, which would lead you to take the next step of creating targeted keywords containing these two-word or three-word phrases.
You can also spot negative trends in CTR, CPC, conversion rate, and CPA, which would lead you to take the next step of creating negative keywords containing these two-word phrases.
Needless to say, DSA is a powerful tool for keyword mining, optimization, and expansion opportunities through existing search queries.
More Resources:
Featured image: I000s_pixels/Shutterstock

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Lesa Hastings brings a depth of online marketing knowledge from her decade worth of experience ranging from consultant, strategic planner, … [Read full bio]
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