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Search Term Clean-Up Avoid This Mistake!

Valentina Gutierrez, one of our dedicated Account Managers, shares why you should be cautious when optimizing search terms, especially when negating search terms.

Listen to this episode as she shows how filtering out specific search terms can negate too many and affect the Shopping and PMax campaigns. She also shows you how she figured out the mistake and improved the performance of the Google Ads account.


Learn about the Solutions 8 Digital Marketing Services here: www.sol8.com/digital-marketing-services


0:00 Intro

0:24 Search Term Clean-Up: Avoid This Mistake!

5:01 How the mistake affected the Google Ads campaigns



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Transcript
Valentina:

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.

About the Podcast

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