What is a "Never Negative"?
A Never Negative is a keyword you want to protect from being added as a negative by Ad Badger's negative keyword automations.
By adding a keyword to your Never Negatives list, you're telling Ad Badger not to add that specific keyword as a negative, even if it meets the requirements for a "bad term" and triggers an automation.
This is useful when you want to continue targeting a specific search term that Ad Badger might otherwise identify as irrelevant or unprofitable.
How Do "Never Negatives" Work?
A Never Negative only blocks ONE specific negative keyword.
For example:
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Adding "shoes" as an exact match Never Negative only prevents "shoes" as an exact match from being added as a negative.
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Adding "shoes" as a phrase match Never Negative only prevents "shoes" as a phrase match from being added as a negative. It does not prevent all phrases containing "shoes" from being added as negatives.
To recap: a Never Negative only prevents one specific negative keyword and match type from being added.
Adding a specific keyword to your Never Negatives means Ad Badger will not allow that term to be added to your campaign as a negative keyword, even if our software triggers an automation to do so.
Ad Badger checks your Never Negatives against our negative keyword automations. If a term is on your Never Negatives list, it will not be added as a negative, even if it meets the requirements for a "bad term."
Adding a keyword to your Never Negatives list is an advanced feature that overrides our Negative Keyword automations.
Why Would I Want to Appear for Unprofitable Search Terms?
For some businesses, it may make sense to continue appearing for certain unprofitable terms. For example, if you are Nike, it may be useful to appear for searches related to a competitor such as Adidas.
Capturing some of your competition's traffic may be a worthwhile strategy for some businesses, even if those searches appear unprofitable. Whether or not this is a good decision for your business depends on your specific goals and strategy.
Can I Add an ASIN as a "Never Negative"?
No, we do not support ASIN Never Negatives at this time.
Related Information
Check out the Never Negatives section of our Negative Keyword Tools video below for a closer look. The section starts at 6:01.
Questions?
If you have any additional questions, contact us at thebadger@adbadger.com.