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Drop your search terms report export: the analyzer adds up the cost and conversions of every word and shows the ones that cost you money without ever converting. A free Google Ads audit, with no account, that runs in your browser.
The analyzer reads your Google Ads search terms report export (CSV, TSV or Excel), splits each search into single words and 2- and 3-word phrases, and adds up cost, clicks and conversions. It suggests the words with no conversions as negative keywords, ready to copy or import into Google Ads Editor.
The tool needs JavaScript to run.
In Google Ads, open the search terms report (under “Insights and reports”), pick the date range, then download it as a CSV file. Keep at least the Search term, Cost and Conversions columns.
Drag the file onto the drop area or paste its content. Title and total rows are skipped, and columns are recognized in English and French. If a column is not recognized, you pick it yourself.
The table ranks every word, then every 2- and 3-word phrase, by cost. Set the minimum cost and number of terms: words with zero conversions above those thresholds are checked for you.
Uncheck the words that describe what you sell, choose the match type, then copy the list or download the Google Ads Editor CSV. The tool also shows how much spend these negatives would have blocked over the period.
Your keywords are not what people type. Depending on the match type, Google can show your ad on searches that do not repeat your keywords word for word. The search terms report lists those real searches, with what each one cost you and brought in.
It is the one place where you see the clicks you paid for nothing: the invoicing software company paying for “free invoice template”, the plumber paying for “plumber jobs”, the accounting firm paying for “bookkeeping certification”. Some searches are missing from it: Google hides the ones typed by too few people.
A report covering a few months can hold hundreds of searches that each cost a few dollars. Taken one by one, none of them looks serious. Grouped by word, they can tell a different story: in the tool’s sample, “free” shows up in six different searches and adds up to more than $530 without a single conversion.
That is what n-gram analysis does: each search is split into single words, then into 2- and 3-word phrases, and their numbers are added up. Single words catch an intent that keeps coming back (free, jobs, training, pdf). Two- and three-word phrases catch a specific wording, like “invoice template” or “how to”, without excluding each of its words.
A word with no conversions is not always one to exclude. Check four things before you import the list.
A broad match negative blocks searches that contain all its words, in any order. A phrase match negative blocks searches that contain those words in that order. An exact match negative blocks only that exact search. For a single word, broad and phrase give the same result; for a phrase, phrase match is the safer choice.
A negative that is too broad can block your own keywords. Run the list through the negative keyword conflict checker before importing it, and add negative keyword lists by industry for the words your report does not show yet.
The search terms report shows waste after you have paid for it. Should I Bid reads the Google results page for each keyword before you bid, checks it against your offer and gives a verdict: Bid, Test or Skip. You stop paying for clicks with no buying intent.
In Google Ads, open the search terms report from Insights and reports, choose the date range and use the download button to get a CSV file. The tool also accepts an Excel file (.xlsx) or a copy-paste of the table.
No. Your browser reads the file and the analysis runs on your computer. Nothing is sent to Should I Bid or kept once you close the page.
It splits each search into word sequences: one word (1-gram), two words (2-gram), three words (3-gram). Adding up the numbers for each sequence shows which words cost a lot across the account, even when each search on its own cost little.
Negative keywords do not match close variants such as plurals or misspellings. Add every form you want to block. The analyzer lists them separately so you can see each one.
It depends on what a conversion costs you. A cautious rule: only exclude a word once it has cost at least the price of one conversion without bringing one in. You set the threshold in the tool and the list updates right away.
Yes. It adds the selected words as campaign-level negative keywords to the campaign you name. Import it into Google Ads Editor, review the proposed changes, then post them. The file does not change the campaign budget or status.