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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
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.