What Is Ngram Analysis in Google Ads?
An ngram is a word or a short run of words. A one word ngram is a single word like "jobs", a two word ngram is a pair like "for kids". Ngram analysis splits every search in your report into these pieces and adds up the cost, clicks and conversions for each one.
Looking at search terms one by one hides patterns, because waste is spread across hundreds of rows that each cost a little. Grouped by ngram, you see that "kids" cost thousands across many searches and never sold anything. That one word becomes one negative keyword that fixes them all.
How to Use the Ngram Analyzer
- Download your search terms report from Google Ads under Insights and reports, then Search terms. Include clicks, cost and conversions.
- Paste it in. CSV files and rows copied from the Google Ads table both work. Extra title rows are skipped.
- Enter your target CPA so the tool can flag phrases that cost more than one sale's worth with no sale.
- Switch between 1, 2 and 3 words and sort by cost or by cost with no conversions.
- Copy the flagged phrases as phrase match negatives and review them before you upload.
How to Read the Report
| Column | What it tells you |
|---|---|
| Terms | How many different searches contain the phrase |
| Cost and clicks | The total for every search that contains the phrase |
| CPA | Cost divided by conversions for those searches |
| No sales | The phrase has no conversions and has spent at least your target CPA |
| High CPA | The phrase converts, but at more than 1.5 times your target CPA |
Each search counts once per phrase, even if a word repeats. Totals across phrases overlap, because one search contains several ngrams, so compare rows with each other rather than adding them up.
Tips for Acting on Ngram Data
- Use a long date range. Ninety days or more gives each phrase enough clicks to judge fairly.
- Check before you block. A word like "kids" is waste for an adult shoe store but gold for a toy shop.
- Look for winners too. Phrases with a low CPA are ideas for new exact match keywords and ad groups.
- Watch conversion lag. Recent searches may convert later, so judge the last week with care.
Turn Insights Into Savings
Learn how to set up lists in Google Ads negative keywords, pick a fair target with the target CPA bidding change, and report results with a paid media reporting dashboard. Then test your new list in the negative keyword tool.
Frequently Asked Questions
1Is my search terms report uploaded anywhere?
No. The report is read and analysed inside your browser. Costs, search terms and conversions never leave your device.
2What does a flagged phrase mean?
No sales means the phrase spent at least your target CPA without a single conversion. High CPA means it converts, but at more than one and a half times your target.
3Why do the phrase totals add up to more than my spend?
One search contains several phrases, so its cost is counted in each of them. That overlap is normal. Compare phrases with each other instead of adding them up.
4Can I use this for Microsoft Ads reports?
Yes. Any report with a search term column and columns for clicks, cost and conversions works, including Microsoft Advertising exports.