How it works
The product gets budget and clicks but brings no sales — or brings so few that the advertising eats more than the product earns. Formally: there is spend, and the return is below target.
It differs from the grey zone precisely in the size of the spend: enough money has gone here for the conclusion to be well-founded rather than statistical noise.
Switching off is not the only answer. Some of these products are fixed by data and structure: a wrong category, a weak title, a product sitting in a campaign with the wrong group.
How it relates to the labels
In the catalogue labelling, two labels match spend with nothing back: loss-making — they sell, but at a loss, and to remove — they burned a noticeable budget without a single sale.