play watch

Reactive versus proactive negatives

Section 1.1: Reactive versus proactive negatives

We’ll be using the terms “reactive negatives” and “proactive negatives” in this guide.

Reactive negatives

Reactive negatives are those that we’ve added in response to search terms that have already triggered an impression or click for our ads.

For example, let’s say we sell only red roses, and we see the search term “blue roses” has an impression. We then react by adding “blue” as a negative.

There are two main methods we use to find and add reactive negatives:

  • manual search term reviews
  • automated negative ad scripts

Proactive negatives

Proactive negatives are those that we preemptively add in anticipation of search terms that may trigger an impression or click for our ads.

For example, if we only sell red roses, we may add “white”, “yellow”, “black”, “green”, etc., as negatives. We are proactively blocking future possible clicks that we deem as unqualified.

There are three main methods we use to find and add proactive negatives:

Add Your Comments & Questions Below
Notify of
Inline Feedbacks
View all comments
Generic selectors
Exact matches only
Search in title
Search in content
Post Type Selectors

Subscribe to Our Newsletter and Don't Miss Anything Important!

Thank you for your interest in our newsletters. We will send you only the most important news and updates. No spam, we promise.

We are committed to protecting your privacy, as described in our Privacy policy.

What’s your goal today?

1. Hire us to grow your ecommerce store

We’ve generated millions for our clients, using the methods we’ve developed over years with a singular focus on Google Ads for ecommerce. To discover how we can help grow your business:

Claim your FREE website strategy session with one of our renowned experts.

2. Learn & develop your ecommerce skills

Watch our highly regarded YouTube channel, followed by over 23,000 store owners and ecommerce learners from around the world.

You can also subscribe to our weekly email newsletter to get real-world tested growth and optimization strategies, as well as notifications on anything you may need to know as an ecommerce store owner.

Browse our blog, written and structured to be the best resource in the world for anyone starting and growing their online store. It includes strategy guides, setup instructions, checklists, and tools.

Explore our KeyCompendium, which is a comprehensive wiki of digital marketing terms. Many readers have commented on the usefulness of this content.

3. Join our team

If you want to join our team—or discover why our team members love working with KeyCommerce—then see our “Careers” page.

4. Contact us

We help ecommerce store owners around the world, so get in touch!