N-Gram Analysis for Search Term Optimization
Break search queries into word patterns to find hidden waste and scale what converts — at the word level, not just the query level.
Goal: Build a systemized decision engine that steers Search + PMax at the word level and continuously reduces waste
Complexity
Medium
Tools
6
Context
The Problem
Search term reports in large accounts are unmanageable. Thousands of queries make it impossible to spot patterns manually. One-off negatives don't scale, so waste patterns repeat month after month.
- Manual review doesn't scale beyond a few hundred queries.
- High-waste word patterns stay hidden across many terms.
- Negative lists grow reactively, not systematically.
- Valuable word patterns get buried in noise.
- PMax campaigns run with minimal negatives and high waste.
A single word like "free" can drive thousands in waste across hundreds of queries. N-gram analysis surfaces patterns so you act once and fix them everywhere.
Resolution
The Solution
- Export search terms (last 90 days, Search + PMax).
- Run 1-gram analysis to identify zero-conversion words.
- Filter for 0 conversions and >150 clicks.
- Add top 10 negatives (validated) at account level.
- Log decisions.
- Use 1-, 2-, and 3-grams to aggregate performance at the word/phrase level.
- Apply decision thresholds by clicks, conversions, and CPA.
- Use longer lookback windows with broad + Smart Bidding.
- Run unified Search + PMax n-gram analysis (since March 2025).
- Layer analysis: check 2-grams and 3-grams before excluding 1-grams.
The goal is a continuous decision engine that feeds play_020 and keeps Search + PMax clean without manual overload.
Expected Metrics
-20-35%
Wasted spend reduction
-70-85%
Time spent on search term review
+200-500%
Negative keyword coverage
10-30 per cycle
New keyword ideas discovered
-10-25%
Cost per conversion
Traditional N-Gram Usage vs Mazorda
Objective
Traditional
One-off cleanup
Our Approach
Continuous decision engine
Data basis
Traditional
Google Ads conversions
Our Approach
CRM pipeline and revenue signals
Scope
Traditional
Search-only
Our Approach
Search + PMax unified
Tooling
Traditional
Single script or UI
Our Approach
Hardened scripts + play_020 integration
Cadence
Traditional
Ad-hoc
Our Approach
Weekly/monthly by spend tier
Outcomes
Traditional
Lower CPA
Our Approach
Higher qualified pipeline
| Aspect | Traditional | Our Approach |
|---|---|---|
| Objective | One-off cleanup | Continuous decision engine |
| Data basis | Google Ads conversions | CRM pipeline and revenue signals |
| Scope | Search-only | Search + PMax unified |
| Tooling | Single script or UI | Hardened scripts + play_020 integration |
| Cadence | Ad-hoc | Weekly/monthly by spend tier |
| Outcomes | Lower CPA | Higher qualified pipeline |
Tools & Data
Required (Minimum Viable)
Recommended (Scale)
Industry Benchmarks
| Metric | Benchmark | Source |
|---|---|---|
| Wasted spend in unoptimized B2B SaaS accounts | 57% average, 73% median | Aimers (2025) |
| Share of budget wasted without negative strategy | 15-30% of budget | groas (2025); PostAffiliatePro (2025) |
| Waste reduction from n-gram negatives | 25-35% immediate reduction | groas (2025) |
| Manual search term review time | 10-15 hours/week per manager | Negator (2025) |
| Time savings with automation | 2-3 hours/week | Negator (2026) |
Team Responsibilities
| Role | Responsibility |
|---|---|
| PPC Manager | Run analysis, validate findings, implement negatives, maintain decision log. |
Failure Patterns
| Pattern | What Happens | Why | Prevention |
|---|---|---|---|
| Tool mislabels targets | Core target phrases get flagged as negatives. | Tools rely on shallow conversion signals. | Validate against CRM-qualified outcomes before negating. |
| Over-pruned negatives | Conversions drop after aggressive exclusions. | Exact-match negatives block winning queries. | Use minimum thresholds and layered 2-gram/3-gram checks. |
| Script incompatibility | Old scripts fail in new Ads Scripts experience. | Deprecated versions not updated. | Use updated Nils Rooijmans scripts and test environments. |
| Search-term burnout | Manual review consumes 10-15 hours/week. | No automation or pattern analysis. | Automate n-gram extraction and batch triage. |
| Negative neglect in PMax | PMax runs with few or zero negatives. | Teams ignore PMax search term visibility and limits. | Run unified Search + PMax n-gram analysis and apply campaign-level negatives. |
ICP Fit Notes
Best fit
- •Accounts with 1,000+ search terms/month.
- •Broad/phrase match heavy accounts.
- •Lead gen with high non-commercial query volume.
- •Agencies managing multiple accounts.
Also works for
- •B2B SaaS with high waste from low-intent terms.
- •Any account spending >$5K/month on search.
Insight: First-time analysis often uncovers 15-20% waste that has compounded for months.
Implementation Checklist
Week 1: Setup
- Export search terms report (last 90 days, Search + PMax).
- Set up n-gram analysis method (script/tool/manual).
- Define thresholds for clicks and conversions.
- Run first n-gram analysis.
- Create decision log spreadsheet.
Week 2: Action
- Identify top 10-20 negative candidates.
- Validate each against converting query overlap and CRM outcomes.
- Add negatives at appropriate match type and level.
- Document decisions with rationale.
- Set up automated script for ongoing runs.
Ongoing
- Weekly/bi-weekly quick review (high spend).
- Monthly deep dive for high-CPA and scale opportunities.
- Quarterly review of negative impact and list hygiene.
FAQ
Sources
- 1. Mazorda operator archive (40+ years combined): patterns from systems we built, fixed, and retired across B2B SaaS GTM.
- 2. GoogleAdsOpenResearch — Advanced N-Gram Analysis for Google Ads (2024)
- 3. WordStream — Keyword Optimization Script (2024)
- 4. Adalysis — Manage search terms and n-grams (2024-2026)
- 5. Optmyzr — Search Query and Keyword Management (2024-2025)
- 6. Aimers — Google Ads for SaaS (2025)
- 7. groas — Negative Keyword Limits (2025)
- 8. PostAffiliatePro — Negative Keywords Guide (2025)
- 9. Negator — Automating Search Term Review (2025-2026)
- 10. Search Engine Land — PMax Search Terms visibility (2025)
- 11. Google Ads Help — Smart Bidding with broad match (2026)
- 12. Nils Rooijmans — Updated N-Gram Scripts (2025)
- 13. Paid Search Podcast — Negative keyword usage report (2025)
- 14. PEMAVOR — Keyword N-Gram Analyzer (2025)
- 15. Karooya — Keywords & Negative Keywords (2025)
- 16. Reddit r/PPC — N-gram discussions (2024-2025)
- 17. Lunio — PMax N-Gram Analysis (2024)
When NOT to Use
- •Very low-volume accounts (<500 search terms/month).
- •Early-stage Smart Bidding (first 2-4 weeks).
- •Brand-only campaigns.
- •Exact match only campaigns.
- •Hyper-narrow B2B niches with tiny volume.
- •Severe search term blindness (<10-20% visibility).
- •New accounts with <60 days data.
Tools & Tech