Negate Search Terms Rule Sets | KwickMetrics Ads for SP Rules

Negate Search Terms Rule Sets: Automatically Adding Negative Keywords and Targets

Overview

Negate Search Terms Rule Sets allow you to automatically add search terms as negatives when defined performance conditions are met.

This Rule Set type evaluates search term performance within selected ad groups and applies a negative match type to qualifying search terms. It is designed to reduce wasted spend by systematically blocking underperforming queries.

Negate Search Terms Rule Sets apply to Sponsored Products only.

Explanation

Negate Search Terms Rule Sets evaluate search terms using performance metrics over a selected data range. When the defined conditions are satisfied, matching search terms are added as negatives.

The automation follows this structure:

  1. Select the Goal: Negate Search Terms.

  2. Define performance Conditions using search term metrics.

  3. Select the negative Action and match type.

  4. Choose Frequency and Data Range.

  5. Select eligible Ad Groups.

  6. Activate the Rule Set.

Available Negative Types

When configuring the action, you must choose one of the following negative types:

  1. Negative Product

  2. Negative Keyword – Exact

  3. Negative Keyword – Phrase

When rule conditions are met, matching search terms are added using the selected negative match type.

Usage

Negate Search Terms Rule Sets are commonly used when you want to:

  1. Block search terms with high spend and no conversions.

  2. Reduce wasted ad spend systematically.

  3. Apply consistent negative logic across multiple ad groups.

  4. Avoid manual search term reviews for recurring poor performers.

  5. Maintain tighter control over search query quality.

This Rule Set type is specifically designed for search term management within Sponsored Products campaigns.

Steps

Step 1 — Define Goal

  1. Select Negate Search Terms as the Goal.

  2. The system configures the wizard for search-term-based automation.

Step 2 — Setup & Schedule

  1. Enter a Rule Set Name (4–150 characters).

  2. Select one or more Ads Profiles.

  3. Choose Frequency:

    • Once

    • Daily

    • Weekly

    • Monthly

  1. Select the Lookback Period (data range for evaluation).

  2. Optionally configure Exclude settings:

    • Exclude last 1–3 days

    • Exclude custom dates (subject to supported limits)

  3. Choose Notification Type:

    • Execute

    • Notify

    • Execute & Notify

  4. If using Notify modes, select Recipient Users.

Step 3 — Configure Rules

  1. Add at least one Rule (maximum 20).

  2. Define Conditions using supported search term metrics such as impressions, clicks, spend, sales, ACoS, ROAS, CTR, or CVR.

  3. Select Action: Mark Negative.

  4. Choose the Negative type:

    • Negative Product

    • Negative Keyword – Exact

    • Negative Keyword – Phrase

Each rule can contain up to 10 conditions.

Step 4 — Select Ad Groups

  1. Select at least one eligible Ad Group.

  2. Only Sponsored Products ad groups are eligible.

  3. Ad Groups must be enabled to be selected.

Activation is blocked if no ad groups are selected.

Step 5 — Review & Activate

  1. Review the Goal, schedule, rules, and selected ad groups.

  2. Acknowledge the configuration.

  3. Set the Rule Set to Active.

Alert
If the configuration is not acknowledged, the Rule Set will be saved as Inactive even if Active was selected.

Important Rules and Behavior

  1. This Rule Set type applies only to Sponsored Products.

  2. You must select at least one Ad Group to activate the Rule Set.

  3. Rules are evaluated in sequence.

  4. After creation or update, the Rule Set may enter a processing state during which editing or linking may be temporarily blocked.

Prerequisites

  1. Ads integration must be connected.

  2. Selected Ads Profiles must be active.

  3. You must have access to the Ads Management module.

  4. Selected Ad Groups must be Sponsored Products and enabled.

Summary

Negate Search Terms Rule Sets automate the process of identifying and blocking underperforming search terms using predefined performance conditions.

By applying consistent negative logic at scale, this Rule Set type helps reduce wasted spend and maintain tighter control over search term quality within Sponsored Products campaigns.