Search Terms N-gram Analyzer
See which words in your search terms spend money without converting.
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- Free preview: the report totals and counts in full, with the first rows of the phrase table and of the negative keyword candidates (up to 10 each).
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- Unlock: Pro pass, ₹179 for 30 days or ₹79 for 1 week, a one-time payment that never renews. Unlock: Pro pass, $5.99 for 30 days or $2.99 for 1 week, a one-time payment that never renews.
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Your search terms report
Paste rows instead
Download the search terms report for the dates you want as CSV or Excel, with the Impressions, Clicks, Cost, Conversions and Conversion value columns. The report is read on this device and never uploaded.
Report
Columns
The columns are found by their names. If one is wrong or missing, choose it here.
Phrases
Negative keyword candidates
| Use | Phrase | Words | Search terms | Impr. | Clicks | Cost |
|---|
Negative keywords do not match close variants: add the singular or plural yourself if you want to block it too. Check every phrase before you add it — a word can be wasted spend in one ad group and a sale in another.
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About the Search Terms N-gram Analyzer
A search terms report lists what people actually typed before they clicked your ads — often thousands of rows, each too small to judge. N-gram analysis adds them up by the words they share: every phrase of one, two and three words gets the total impressions, clicks, cost, conversions and conversion value of all the search terms that contain it, with CTR, CPC, CPA, conversion rate and ROAS. A word such as “jobs” or “used” that never converts shows up at once, however it is spread across your terms.
Drop a Google Ads or Microsoft Advertising search terms report (CSV, TSV or Excel). The analyzer finds the columns by their names — after the title and date lines exports start with — leaves out total rows, reads decimal commas, and lists negative keyword candidates: phrases that spent at least your average cost per conversion (or an amount you choose) without a single conversion. Tick the ones you want and export them with phrase, exact or broad match symbols, ready to paste into your campaigns. Your report is read on your device and never uploaded.
Without a pass you see a free preview: the report totals and counts in full, with the first rows of the phrase table and of the candidates. Every row, the CSV files and the negative keyword list unlock with a Pro pass.
How to use it
- Get the search terms report for the period you want from Google Ads or Microsoft Advertising as a CSV or Excel file, with the Impressions, Clicks, Cost, Conversions and Conversion value columns.
- Drop the file here (or paste the rows with their header). Check the columns under Columns if one was not found.
- Switch between phrases of 1, 2 and 3 words, sort by any column and filter, to see where the money goes.
- Under Negative keyword candidates, set the spend that counts as too much without a conversion (empty: your average CPA), protect your brand words, untick anything you want to keep, and choose the match type.
- Without a pass the tables are a free preview of their first rows. With a Pro pass, or after unlocking this result, copy the negative keywords or download them as .txt or CSV, and download the phrase table.
Examples
how to clean running shoes — 60 clicks, cost 480, 0 conversions how to tie running shoes — 25 clicks, cost 200, 0 conversions
“how to”: 2 search terms, 85 clicks, cost 680, 0 conversions, CPA —
With the report’s average CPA at 6,711 ÷ 19 = 353.21, “how to” spent more than a conversion usually costs without any: a negative keyword candidate.
Candidates: how to · clean running · trail running jobs
Phrase match: "how to" "clean running" "trail running jobs" Exact match: [how to] [clean running] [trail running jobs]
Common uses
- Cutting wasted spend: finding the words (jobs, used, repair, how to) that keep matching your ads without selling.
- Building shared negative keyword lists from months of search terms at once.
- Finding winning phrases to add as keywords or to split into their own ad group.
- Checking a new campaign’s first weeks of broad or phrase match traffic.
How the phrases are counted
- Each search term is split into words (lower case, quotes and end punctuation taken off) and every run of 1, 2 or 3 consecutive words is a phrase.
- A phrase counts each search term once, even if the term repeats it, and rows of the same term from several campaigns or ad groups count as one term.
- A phrase’s figures are the sums over the terms that contain it, so the phrases of one length add up to more than the report: every term belongs to several phrases.
- CTR = clicks ÷ impressions, CPC = cost ÷ clicks, CPA = cost ÷ conversions, conversion rate = conversions ÷ clicks, ROAS = conversion value ÷ cost.
- Phrases made only of filler words (the, for, in, near …) are hidden by default and are never candidates.
Negative keywords and match types
A candidate is a phrase with no conversion, at least the clicks you set, and a cost of at least your threshold — by default the report’s average cost per conversion, the spend a conversion usually takes. Words you protect are never flagged.
Google Ads sets the match type with symbols: broad without one, phrase in quotation marks ("how to"), exact in square brackets ([how to]), and for Search campaigns negative keywords take the same symbols (keyword matching options, adding negative keywords). Negative keywords do not match close variants, so add singular and plural forms yourself, and some symbols are refused (such as , ! @ % ( ) ? |): phrases with them are marked and left out of the list (about negative keywords). Microsoft Advertising’s negative keywords are phrase or exact match (Microsoft Advertising).
Files it reads
CSV and TSV exports (comma, tab or semicolon), Excel workbooks (the first sheet) and rows copied from a sheet. The header row is found among the first rows, so a report title and date range above it are fine; rows starting with Total and copyright lines are left out. Numbers may use digit groups, a decimal comma (1.234,56), a currency sign or “--”. With a Currency code column the amounts are shown in that currency. Up to 300,000 rows.
Limitations
- It analyses the report you give it: search terms that Google leaves out of the report for privacy (too little query activity) are not in it.
- Words are matched exactly: “shoe” and “shoes” are different phrases, as they are for negative keywords.
- The filler-word list is English; in other languages every word counts as a phrase of its own.
- Candidates are suggestions from past spend. Check each one before you add it: a word can be wasted spend in one ad group and a sale in another.
Privacy
On this device: nothing is sent
Everything happens in your browser. What you enter or open here is not uploaded or stored by MySmartCoPilot.
Frequently asked questions
What do I get without a pass?
Without a pass, Search Terms N-gram Analyzer shows the report totals and counts in full, with the first rows of the phrase table and of the negative keyword candidates (up to 10 each). Until you unlock it, the result can’t be downloaded or copied. A Pro, Premium or Ultimate pass, a one-time payment that never renews, unlocks the full result. The pricing page lists the passes and their prices.
What is an n-gram?
A run of n consecutive words. In “red running shoes” the 1-grams are red, running and shoes; the 2-grams “red running” and “running shoes”; the 3-gram is the whole term. Adding up every term that contains an n-gram shows how a word performs across all your search terms.
Why do the phrases add up to more than my report?
Every search term contains several phrases, so its clicks and cost count once in each of them. Within one phrase, though, each search term counts only once.
How is a negative keyword candidate chosen?
It has no conversion, at least the clicks you set (1 by default), and spent at least the threshold: empty means your report’s average cost per conversion. Choose a lower amount to find more, a higher one to see only the worst.
Which match type should I export?
Phrase match is the usual choice for n-grams: it blocks searches that contain the words in that order. Exact match blocks only that exact search; broad match blocks searches containing all the words in any order.
Does it work with Microsoft Advertising?
Yes: its Spend and Revenue columns are read as cost and conversion value. Export phrase or exact negatives, the two match types Microsoft Advertising takes for negative keywords.
Is my report uploaded?
No. The file is read by this page on your device; no search term, figure or account detail leaves your browser.