Search Term Clean-Up Avoid This Mistake!

Valentina: 00:00:11

I wanted to make this short video about a mistake that I recently

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made, and I think it's going to be

pretty relatable to people that are

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just starting on, Google ads, because

this is something that I didn't know.

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And.

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Maybe you don't know it either.

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Hi everyone.

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This is Valentina.

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I'm an account manager at SolutionsAid.

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I manage accounts with budgets under 10K.

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Previously, we were called StartPPC

and now we're merging brands.

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it's all SolutionsAid.

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I wanted to make this short video

about a mistake that I recently made.

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And I think it's going to be pretty

relatable to people that are just

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starting on a new Google ads, because

this is something that I didn't know.

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And maybe you don't know it either.

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This is one of my clients.

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They sell jewelry, more

specifically, Christian jewelry.

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So it's a very specific type

of business and product.

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We're running multiple

campaigns right here.

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And one of them is

standard shopping, right?

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usually I keep an eye on my search

terms and the shopping campaign.

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And this is quite tricky because

they have multiple products.

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Some are rings, some are

necklaces, some are other things.

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They have a little merch as well.

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And the thing here is that those things

can be also gifts, You can search

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for it as a gift for someone, or more

specifically for someone that follows the

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Christian religion or Jesus in general.

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It could be for Valentine's Day for

one of these people, but also you

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can search for it as silver ring or

just rings and birthday gifts ideas.

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So there is a lot of possibilities here.

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With this business that I thought, I

didn't think of that before, to be honest.

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I just thought that since

it was so niched, I should

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clear out the search terms.

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So we only targeted people,

who are looking for.

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Jewelry.

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So I created all these filters

to only see the search terms that

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didn't contain the word Christian or

religious or baptism or faith First

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Communion, Catholic, God blessed.

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Because I thought by filtering those

out, which are the ones that are

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actually related to this business,

I could easily clean all this.

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That don't contain that.

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So just clearing people that

are not looking specifically

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for religious jewelry.

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And that way I would increase the lead

quality because we would only show four

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people, That are actually interested

in these type of products, because

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anyone that it's not religious or part

of these religions that, use the words

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faith or baptism or, all those words

here, religious, Christian, faith.

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I didn't think they would buy.

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So what I did was put these filters

up in, in, Negate all the search terms

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that didn't have to do with them.

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So if we go here to negative keywords

list, you will see that I did a

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very deep search term cleanup.

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It filled up not only one, but three

negative lists because you can only do

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up to 5, 000 and all those were here.

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I thought that was going to be a good

idea, is when I did the deep search stem

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cleanup only in standard shopping, because

as we don't have a lot of visibility, in

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PMAX and then everything started dipping.

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It took a few days for the

account to realize this.

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But as you can see here, we went from

7 conversions per day to 3, and then

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0, and then just 1, and then 0, 0, 0.

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So I started to get a little concerned

about it, because Not only the shopping

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campaign was not, getting results, but

also the PMAX campaign started leaping

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So as you can see, the same date range

after the 16th, they were working

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a little bit, but then they didn't.

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zero or one conversion.

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And.

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When I thought of cleaning up the search

terms for standard shopping, I didn't

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think that it would affect PMAX, but turns

out it does, when I started realizing

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that the performance was dipping, I

decided to go back to the recent changes.

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And I turned off the

negative keyword lists.

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these lists are not

applied to any campaigns.

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And I did that on here, the 28th.

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let's just filter a little bit less time.

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Let's say the 16th when

everything happened.

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So in the 16th, it started

dipping slowly getting bad.

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It was bad for a week and I couldn't

tell what it was until I realized it

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could have had to do with the search

terms and then removed all negative

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keyword lists from the shopping campaign.

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And look, right after everything

started looking okay again.

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So all this video to tell you that you

need to be careful with the search terms

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that you're negating, 5, 000, almost 5,

000, that's over 12K search terms negated.

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That only reduced the possibility

for the account to show the results.

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Therefore, a lot of cold traffic,

we're not getting our ads.

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And that made the PMAX campaign, I

assume, stop working as well, because

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PMAX takes all this cold traffic coming

from standard shopping as data, and

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then they target them as consumers.

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So that's why both of them stopped

working and attention to the

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search terms that you're negating.

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And don't go too big on that as

I did and just keep an eye on it.

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And if maybe this is the case, just

check what are in your, negative

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keyword lists Maybe that's the reason

why your account is not performing

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well or not showing results.

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I hope you liked this video.

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Thank you.