aa
    aabbcc
    aa, aa aa
    aabbcc
    dd, dd
    ee

=SUM(LEN(range)-LEN(SUBSTITUTE(range,"text","")))/LEN("text")

=IIF(SEARCH(A1,"aabbcc")>0;SUBSTITUTE(A1;"aabbcc";"2");IIF(SEARCH(A1,"aa")>0;SUBSTITUTE(A1;"aa";"4");IIF(SEARCH(A1,"dd")>0;SUBSTITUTE(A1;"dd";"2");IIF(SEARCH(A1,"ee")>0;SUBSTITUTE(A1;"ee";"1");""))))

="aa = "&SUM(LEN($A$1:$A$6&" ")-LEN(SUBSTITUTE(SUBSTITUTE($A$1:$A$6&" ",","," "),"aa ","")))/LEN("aa ")
="aabbcc = "&SUM(LEN($A$1:$A$6&" ")-LEN(SUBSTITUTE(SUBSTITUTE($A$1:$A$6&" ",","," "),"aabbcc ","")))/LEN("aabbcc ")
="dd = "&SUM(LEN($A$1:$A$6&" ")-LEN(SUBSTITUTE(SUBSTITUTE($A$1:$A$6&" ",","," "),"dd ","")))/LEN("dd ")
="ee = "&SUM(LEN($A$1:$A$6&" ")-LEN(SUBSTITUTE(SUBSTITUTE($A$1:$A$6&" ",","," "),"ee ","")))/LEN("ee ")

="aa = "&SUM(LEN($A$1:$A$6&" ")-LEN(SUBSTITUTE(SUBSTITUTE($A$1:$A$6&" ",","," "),"aa ","")))/LEN("aa ")&", "&"aabbcc = "&SUM(LEN($A$1:$A$6&" ")-LEN(SUBSTITUTE(SUBSTITUTE($A$1:$A$6&" ",","," "),"aabbcc ","")))/LEN("aabbcc ")&", "&"dd = "&SUM(LEN($A$1:$A$6&" ")-LEN(SUBSTITUTE(SUBSTITUTE($A$1:$A$6&" ",","," "),"dd ","")))/LEN("dd ")&", "&"ee = "&SUM(LEN($A$1:$A$6&" ")-LEN(SUBSTITUTE(SUBSTITUTE($A$1:$A$6&" ",","," "),"ee ","")))/LEN("ee ")