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Free tool · Analyser

Find the words wasting your budget.

One bad word can hide in hundreds of search terms. Group your search terms report into single words and short phrases, see which ones spend without converting, and copy them as negative keywords.

Use the tool
  • Free
  • No sign-up
  • Runs in your browser
Your search terms reportGoogle Ads or Microsoft Ads

Runs in your browser. Nothing you type or upload is stored or sent.

How to read it

Why group search terms?

01

One word, many terms

A word like free, jobs or diy can sit inside hundreds of different search terms, each spending a little. Grouped together, the waste becomes obvious.

02

Words and phrases

Single words find the obvious waste. Two and three word groups find intent, such as how to or near me, that a single word misses.

03

Check before you exclude

A phrase with no conversions in 30 days may still convert over 90. Look at the date range, the clicks and the context before adding a negative.

04

Match types for negatives

Phrase negatives block any search containing the words in that order. Exact blocks only that search. Broad blocks searches containing all the words in any order.

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Questions

Before you ask.

Which columns does it need?

A search term column plus cost. Clicks, impressions, conversions and conversion value are used when present. Column names are matched automatically, including the extra title rows Google Ads adds to downloads.

Which date range should I use?

At least 30 days, ideally 90, so phrases have enough clicks to judge. For seasonal businesses compare like for like periods.

Is my report uploaded?

No. The file is read and analysed in your browser. Nothing is sent to us or stored.

Does it work for Performance Max?

Performance Max shows search term categories rather than full terms, so this works best with Search and Shopping reports.

Next step

Want us to clean the whole account?

Send a short brief. A specialist reads your account with read-only access and comes back with the three changes we would make first.

01You send a short brief about the business.
02We read the account with read-only access.
03You get three changes in writing, yours to keep either way.
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