Valentina:
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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.
