KW Analysis - search terms, negation, harvesting

KW Analysis is the keyword workbench, in four parts:

• Search Term Report - every query your ads matched, with spend, clicks, orders, and conversion. Filter to find bleeders (spend, no orders) or hidden winners.
• Negation - candidates that meet negation-worthy criteria, staged as negative keywords at campaign or ad-group level. Terms that converted in an earlier window are flagged before you negate a symptom of a listing problem.
• Harvesting - proven search terms ready to graduate into their own targeting, with duplicate checks against what you already target.
• Comparison - two date ranges side by side per campaign, with drilldowns into ad groups and placements for the same periods.

The same analysis is available conversationally: ask your connected assistant to "find search terms wasting spend this month and stage negatives" and review the staged diff.