---
title: "Considerations with negative rule"
slug: "considerations-with-negative-rule"
updated: 2022-10-10T09:41:09Z
published: 2022-10-10T09:41:09Z
canonical: "docs.scaleinsights.com/considerations-with-negative-rule"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://docs.scaleinsights.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Considerations with negative rule

#### Avoid assigning negative rules on ad groups with only exact keywords or product targets.

Use **bidding** rules to reduce bids for poor-performing **exact-match keywords** or **product targets** until they become profitable or stop getting traffic.

Use **negative** rules on **automatic campaigns**, ad groups with **broad/phrase** keywords, or **category-targeting** ads.

Below is an example of negative rules in ad groups with only broad/phrase keywords.

![](https://cdn.document360.io/f0238742-849b-4f29-9812-9b4fe8e273b6/Images/Documentation/negative_adgroup_level.png)

#### Negate products targets more aggressively

Product targets do not bring much organic ranking benefit; hence their main goal is **profitability**.

Consider negating product targets in auto campaigns or category-targeting ads more aggressively.

The preset negative rules negate product target with **>= 5 clicks** and **0 sales**.

#### Tune rules to align with the campaign goal

You may have different campaigns with different goals, some to uncover opportunities, some to drive profits.

**Campaigns to uncover opportunities:** Consider aggregating search terms across **multiple ads** to collect data fast and **negate more aggressively** so that you can funnel the budget more efficiently to discover more unique search terms.

**Campaigns to drive profits:** Consider aggregating search terms within the **campaign** or the **ad group** to isolate performance so that they will not be affected by the same search terms in other ads with different performances due to different placements.

#### Factor your product's profit margins, average order value, and average CPC

The preset negative rules negate search terms with 10-20 clicks with 0 sales.

However, there are cases you do not want to negate so quickly:

- You have a high-profit margin product.
- You have a high average order value.
- You can get converting traffic at a very low CPC.

If it takes an average of 100 clicks to reach the break-even click threshold, you may miss many scaling opportunities if you negate after 20 clicks with 0 sales.

On the contrary, if it takes an average of 3 clicks to reach the break-even click threshold, you may want to negate a lot more aggressively.

#### Use different negative rules in different phrases of your product cycle

The preset negative rules presuppose products are in the maintenance phase.

Consider setting up negative rules to cater to a much lower initial conversion if launching a new product.

After a product has transitioned to the maintenance phase, where conversion has **stabilized**, consider giving it a "refresh start" by removing all existing negative and blacklisted keywords.