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Themed lists of proactive negatives

Section 1.6: KeyCommerce’s lists of proactive negatives

The KeyCommerce team has collected and organized the most commonly added negatives based on decades of experience. You can access them here.


Themes are how we organize terms that, in certain contexts, can be viewed as disqualifying when a shopper uses them in a search.

For example, say your ad group is focused strictly on blank greeting cards, and Google keeps matching your ads to searches looking for pre-printed greeting cards for holidays and special events. You could either reactively add negatives as these unqualified searches trigger your ads, you could proactively take the following two themes and apply them as negatives.

“All Saints” 
“April Fools” 
“Ash Wednesday” 
“Buddha”May not be related to holidays
“Chinese”May not be related to holidays
“Christian”May not be related to holidays
“Columbus Day” 
“Earth Day” 
“Fathers Day” 
“Father's Day” 
“Good Friday” 
“Groundhog Day” 
“Independence Day” 
“Jesus”May not be related to holidays
“Jewish”May not be related to holidays
“Labor Day” 
“Labour Day” 
“Martin Luther King” 
“Mothers Day” 
“Mother's Day” 
“New Year”May not be related to holidays
“New Years” 
“Presidents Day” 
“seasons greetings” 
“Solstice”May not be related to holidays
“St Patricks” 
“St Patrick's” 
“Yom Kippur” 
“baby”May not be related to special events
“back to school” 
“party”May not be related to special events
“house warming” 
“reception”May not be related to special events
“save the date” 

Using caution with themed lists

As you may have noted, the example lists leave plenty to argue with when applied to select contexts. “Chinese” may have nothing to do with a holiday when connected to a search for greeting card, and may be intended for the type of paper used (there are many types of fine Chinese paper).

Furthermore, the words “baby”, “party”, and “reception” can have alternate meanings based on their context of use.

  • “baby” carrots
  • third “party”
  • phone “reception”
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