I wanted to make this short video about a mistake that I recently made, and I think it's going to be pretty relatable to people that are just starting on, Google ads, because this is something that I didn't know. And. Maybe you don't know it either. Hi everyone. This is Valentina. I'm an account manager at SolutionsAid. I manage accounts with budgets under 10K. Previously, we were called StartPPC and now we're merging brands. it's all SolutionsAid. I wanted to make this short video about a mistake that I recently made. And I think it's going to be pretty relatable to people that are just starting on a new Google ads, because this is something that I didn't know. And maybe you don't know it either. This is one of my clients. They sell jewelry, more specifically, Christian jewelry. So it's a very specific type of business and product. We're running multiple campaigns right here. And one of them is standard shopping, right? usually I keep an eye on my search terms and the shopping campaign. And this is quite tricky because they have multiple products. Some are rings, some are necklaces, some are other things. They have a little merch as well. And the thing here is that those things can be also gifts, You can search for it as a gift for someone, or more specifically for someone that follows the Christian religion or Jesus in general. It could be for Valentine's Day for one of these people, but also you can search for it as silver ring or just rings and birthday gifts ideas. So there is a lot of possibilities here. With this business that I thought, I didn't think of that before, to be honest. I just thought that since it was so niched, I should clear out the search terms. So we only targeted people, who are looking for. Jewelry. So I created all these filters to only see the search terms that didn't contain the word Christian or religious or baptism or faith First Communion, Catholic, God blessed. Because I thought by filtering those out, which are the ones that are actually related to this business, I could easily clean all this. That don't contain that. So just clearing people that are not looking specifically for religious jewelry. And that way I would increase the lead quality because we would only show four people, That are actually interested in these type of products, because anyone that it's not religious or part of these religions that, use the words faith or baptism or, all those words here, religious, Christian, faith. I didn't think they would buy. So what I did was put these filters up in, in, Negate all the search terms that didn't have to do with them. So if we go here to negative keywords list, you will see that I did a very deep search term cleanup. It filled up not only one, but three negative lists because you can only do up to 5, 000 and all those were here. I thought that was going to be a good idea, is when I did the deep search stem cleanup only in standard shopping, because as we don't have a lot of visibility, in PMAX and then everything started dipping. It took a few days for the account to realize this. But as you can see here, we went from 7 conversions per day to 3, and then 0, and then just 1, and then 0, 0, 0. So I started to get a little concerned about it, because Not only the shopping campaign was not, getting results, but also the PMAX campaign started leaping So as you can see, the same date range after the 16th, they were working a little bit, but then they didn't. zero or one conversion. And. When I thought of cleaning up the search terms for standard shopping, I didn't think that it would affect PMAX, but turns out it does, when I started realizing that the performance was dipping, I decided to go back to the recent changes. And I turned off the negative keyword lists. these lists are not applied to any campaigns. And I did that on here, the 28th. let's just filter a little bit less time. Let's say the 16th when everything happened. So in the 16th, it started dipping slowly getting bad. It was bad for a week and I couldn't tell what it was until I realized it could have had to do with the search terms and then removed all negative keyword lists from the shopping campaign. And look, right after everything started looking okay again. So all this video to tell you that you need to be careful with the search terms that you're negating, 5, 000, almost 5, 000, that's over 12K search terms negated. That only reduced the possibility for the account to show the results. Therefore, a lot of cold traffic, we're not getting our ads. And that made the PMAX campaign, I assume, stop working as well, because PMAX takes all this cold traffic coming from standard shopping as data, and then they target them as consumers. So that's why both of them stopped working and attention to the search terms that you're negating. And don't go too big on that as I did and just keep an eye on it. And if maybe this is the case, just check what are in your, negative keyword lists Maybe that's the reason why your account is not performing well or not showing results. I hope you liked this video. Thank you.