Power your PPC strategy with N-gram analysis of your Google Ads search terms. This workflow breaks user search queries into unigrams (1-word) and bigrams (2-word), aggregates performance metrics, and exports insights to Google Sheets so you can spot the keywords and phrases that actually drive conversions and clicks.

Use Cases

• Uncover high-impact words and two-word phrases from real paid search queries
• Prioritize keywords based on impressions, clicks, CTR, and conversions
• Identify low-performing phrases to add as negatives
• Find thematic terms that improve ad relevance and Quality Score
• Track how search term patterns evolve over time across campaigns

How It Works

1. Data Extraction: Pulls search term reports from your selected Google Ads account (impressions, clicks, CTR, conversions, cost).
2. N-gram Processing: Tokenizes queries and generates unigrams and bigrams; calculates:
   • Frequency = total number of times a term appears across all queries.
   • Queries Containing Term = number of unique queries that include the term.
3. Metric Aggregation: Attributes impressions, clicks, conversions, and cost by presence of the term; computes CTR = clicks ÷ impressions and CPA = cost ÷ conversions.
4. Ranking: Includes terms that occur at least once; sorts by impressions (desc), then clicks or conversions.
5. Insight Export: Writes results to Google Sheets in separate tabs for unigrams and bigrams.

Optional Enhancements

• Apply a frequency threshold to filter noise and focus on meaningful terms
• Segment branded vs. non-branded terms
• Add a trigram branch (3-word phrases) for more granular insights