Negate

The most common proposal, and the most dangerous if done carelessly. Negating is not reversible in effect — you lose whatever that term would have earned.

Performance-based negatives need enough clicks, at your own conversion rate, to make zero orders meaningful, with a Family check to protect converting variants. Missing family evidence keeps the protection in place. An ASIN can qualify independently only after confirmed catalog absence and the higher native evidence threshold.

Negative Exact can suppress close variants, including singular and plural forms. Separate literal search-term rows do not make them safe to isolate. A positive keyword can remain enabled while a negative prevents its queries from serving; a same-ad-group negative also affects an existing exact there.

Ordinary performance negatives default to exact match. Configured irrelevant-term classes can instead produce phrase negatives using their configured wording and match type. A proposal shows its actual scope and match type; a suggested library must preserve those fields. A collision with a live positive in the affected scope needs review before approval or export. Preparing a library does not apply negatives.