Kernel Basis

A Product Studio.

[Kernel Basis @kernelbasis]

@mosezmuse @Ecomvikings We'd say negative keywords, and the other side of the same report. A setup can't predict the queries you'll match. A weekly search terms pass blocks the junk and promotes repeat converters to Exact. Did anyone running it long-term answer?

[Kernel Basis @kernelbasis]

@csloane Agree on keeping the yes human. On the search-terms loop, the other half we'd want proposed is the converters: repeat converters promoted to Exact, with an Exact negative on the source keyword so the query has one home. Does yours cover that side too?

[Kernel Basis @kernelbasis]

@HWMarketingCo Good order, tracking first, since bad tracking makes the search terms report lie too. On that report, our quickest audit check: converting terms still arriving through broad or phrase with no Exact keyword of their own. Which of the five do clients resist most?

[Kernel Basis @kernelbasis]

@mrfeldmanSEM The date-and-reason tag is the part most people skip. One check we'd add before any account-level phrase negative: search your converting terms for that word, so it doesn't quietly block a converter in another campaign. Do you clean up in one pass or gradually?

[Kernel Basis @kernelbasis]

@zeeshangooglead Yes. Split each search term into single words and two-word phrases, then total spend and conversions per word. A word like "diy" with real spend and no conversions across many terms is a phrase negative candidate. Happy to send the write-up if useful.

[Kernel Basis @kernelbasis]

@AlfredSimon Agree. The test we'd put to any search term tool: does it change what gets added or excluded this week? If it only re-displays the report, it's the fancy dashboard again. In PPC, which problem do you think is still genuinely worth building for?

[Kernel Basis @kernelbasis]

@dimpleranax Boring wins. What made it stick for us was a change log: date, term, action, reason. Each week starts by checking whether last week's negatives cut the spend you expected, so you stop re-checking the same terms. What's the priciest junk term you've caught?

[Kernel Basis @kernelbasis]

@zeeshangooglead Jobs/DIY is the classic home services leak. One pass that helps: clear the filters and look for words repeating across lots of cheap terms. One word across 20 small queries can cost more than one big one. Do new junk patterns keep appearing, or does it settle?

[Kernel Basis @kernelbasis]

@pranav_speech The "do NOT negate" line is the best part. Two rules we'd add: check each candidate against 60-90 days of conversions, not just 30, and output Exact negatives for single queries, phrase only for patterns seen across several terms. Has it ever flagged a converter?

[Kernel Basis @kernelbasis]

@shuvoimtiaz Good starter list. One caution before adding "cheap" or "how to" as phrase negatives: search your converting terms for that word first. "cheap emergency plumber" can be a local client's best query. Do you keep one shared list across clients or build per account?

[Kernel Basis @kernelbasis]

@zuoteng Agree, it's the closest thing to hearing customers in their own words. One habit we rely on: scan the last 7 days, but check each block candidate against 60-90 days before negating. Some "waste" converted last month. Do you do adds or blocks first?

[Kernel Basis @kernelbasis]

7/ Approve safely: collect candidates first, review the whole list against your converters, apply, log date/term/match type/level/reason, check next week.

And never negate a converter. Promote it to Exact instead.

Full guide: https://t.co/YDojlb17pg

[Kernel Basis @kernelbasis]

Negative keywords are usually the cheapest fix in a Google Ads account. They also cut both ways: add the wrong one and you quietly switch off traffic that was making you money.

Here's a weekly process to find waste without blocking your converters 🧵

[Kernel Basis @kernelbasis]

6/ Where negatives live:

• Ad group: routing to a better ad group
• Campaign: campaign-specific exclusions
• Shared lists: account-wide junk, named by theme ("Neg – Jobs & careers")

Avoid one giant list nobody reviews. Prune it.

[Kernel Basis @kernelbasis]

7/ Approve safely: collect candidates first, review the whole list against your converters, apply, log date/term/match type/level/reason, check next week.

And never negate a converter. Promote it to Exact instead.

Full guide: https://t.co/YDojlb17pg

[Kernel Basis @kernelbasis]

6/ Where negatives live:

• Ad group: routing to a better ad group
• Campaign: campaign-specific exclusions
• Shared lists: account-wide junk, named by theme ("Neg – Jobs & careers")

Avoid one giant list nobody reviews. Prune it.