How to Steer Performance Max to the Network You Want

kasim: 00:00:11

Hello, everybody.

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It's PPC talk.

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Today's question.

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How do we gear performance max?

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How do we control PMAX and put it on networks that we wanted to be on.

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So if we wanted to be on the shopping network, how do we control that?

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If we want it to be on the search network?

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How do we control that?

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That's today's topic.

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Yeah.

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So on Gar, since this is a guest exp appearance, do you wanna take the charge?

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Mm-hmm yeah, I can go ahead.

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So

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So we are running like performance max on 50 plus account I hundred plus account.

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And we are doing lot of testing and we have learned that if we wanna uh,

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push Bax into write channels, like shopping, search YouTube, then you

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have to run these type of campaigns.

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PAX.

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So PAX will steal data or audience from that campaign and go after that.

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So I think you are, you will first

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uh, Find out the adapters.

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Yeah, no, he found this actually he was running AA camper and he checked weekend

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month and he found that DSA data mm-hmm so I guess I'll build off of what on

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guard said if we wanna control or if we want to go on a certain specific network.

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We pretty much just launch that corresponding network campaign.

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And there's a couple reasons we wanna do this.

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So let's say you're running a PAX campaign and you feel like you're not converting,

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or you feel like it's going on.

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The display network for some reason in ridiculous amounts.

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And the easiest way to check that if it's going on the display

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network is go check your CPCs.

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If your CPC they're extremely low, you're more or less likely

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to be on the display network.

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And I want a situation like this happens.

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You kind of wanna steer your campaign, your accounts back onto

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the shopping and search and YouTube, your most profitable network.

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The way we do this now is we launch shopping ads in parallel to it.

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We launch DSA in parallel to it.

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We launch some inbound, we launch some YouTube in parallel

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to it, and what we saw.

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Kind of tested at what we saw was initially with a DSA campaign, we ran

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a test like a while ago, we launched a DSA, we gave it a bunch of budget

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and we let it run in parallel to PAX.

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What we actively saw was that the search teams that were showing up in PAX

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campaign were also the ones that were most prominent in your DSA campaign.

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Right.

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What started happening was that the DSA would start going after those

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keywords, those search teams that was converting well in the PAXs or just

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were more relevant in the PAXs campaign.

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And then after a little bit, the impressions.

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Well, at first, the impressions for those keywords would shoot up.

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They would go off the chart.

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They'd be like up like a thousand percent at some points.

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Right.

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And then all of a sudden they would shoot down to like negatives they'd

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shoot down by like 500%, which means all of a sudden we got a bunch of

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impressions, a bunch of clicks and a bunch of convergence on the DSA campaign.

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And then all of a sudden we went downhill and we got less impression,

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less clicks and less conversions.

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Then again, a week later it would shoot back.

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Right.

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And then it would shoot back down.

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And we saw this consistently happening across the board where.

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The campaigns were going more impressions, less impressions, more impressions,

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less for specific key in that.

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And they were very relevant to the ones that were showing at PMA.

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So the thought process here was that because we were running PAX and

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parallel to the DSA campaign Every time, the PAX campaign saw that the

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DSA campaign was working really well.

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It was on the search network.

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It was doing really well.

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It sold that traffic.

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It went after that audience, that the DSA was going after once the PAX stole

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that audience from the DSA campaign, the DSA still had budget to spend.

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It was still on an automated bidding strategy.

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So it still had to find somewhere to spend that money somewhere to go.

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So.

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It went after a different audience.

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It probably chose the same keywords.

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It just targeted completely different group of people.

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And then it started spiking back up.

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It started getting conversions again, it started getting clicks again, it

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started getting more impressions again.

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And then once PAX saw that it would just steal that traffic from it again.

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And then PAX was just very consistently scaling at like a solid

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three role as for that campaign.

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And that's how we know that we can direct.

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PAX campaign in the network we want.

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Yeah, that's a search part.

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We're not talking about the normal usual, like middle of the funnel, bottom

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of the funnel phrase match campaign.

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Like we are talking about phishing campaigns, like DSA or broad T C P I

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really on broad T CPA with campaigns also.

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it's also our fishing campaign.

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So you fish for new, Kirs a performance Mac steels from there.

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And it just goes in the right direction.

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So that's the searching part?

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Anything you guys would like to add?

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I have one question.

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So um, I have a question.

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So let's say if a performance max has gone in the wrong direction, like it's just

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showing display discovery and YouTube.

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Like we can, we can check like if we just check the CPCs of

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that PAX campaign, if they are.

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$1 sub fiftys.

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Then we know that it's in advertis channel.

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So how can we go max again?

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Yep.

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You would literally start a DSA campaign.

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You would start an inbound campaign with the keywords that you want

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to show up in your PAX campaign.

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You would start a shopping campaign.

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You would have to bid high on the shopping campaign, but you

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would start a shopping campaign.

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And then you would start a YouTube campaign, all, all the networks

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that you want your PAX to focus on or to stay on or be most relevant

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on you run those campaigns and parallel to your PAX campaign.

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It's the best way to control it.

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Yeah.

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And prevent one more suggestions.

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Like we are talking about the optimization parts.

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When you first start up performance, max starts wild.

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So don't get like don't be surprised if preferance max starts wild.

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Right.

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Just give it some time.

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We're just talking about if this starts to happen after you launch aware.

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Yeah.

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I'm what do you think like about adding.

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Target.

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So let's say if we are using ion with the, if we put a target CPA, I think that

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will help PAXs to go in that direction.

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Yep.

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I agree.

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When I tested it, I had a target CPA on it and it's exactly what you're saying.

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It kept things under control.

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Right.

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It made sure that PAX.

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The DSAs and inbound didn't go after completely irrelevant traffic.

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So the traffic that we were getting with the DSA or the inbound

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campaigns were still relevant.

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So the PMAX was stealing good traffic, which is what allowed it to perform.

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But that happens when you have good account history.

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Right.

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If you don't have good account history, it's still a risky move to take.

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But I still agree with that target CPA.

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Yeah.

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In some accounts, like in some eCommerce accounts, I've seen that Google.

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Like after running the PAX campaign for like two, three weeks, Google

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is itself recommending me to use a TCP or on the campaign.

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Yeah.

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Wait on the PAX campaign or all the campaign?

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Yes.

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On the PAX campaign.

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So yeah, I would do it.

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what I do.

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PAX campaigns and TRO as if I run a T, if I apply a TRO as on a PAX

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campaign, I immediately start.

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If it's an e-commerce store, immediately start a shopping campaign

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or a smart shopping, whatever.

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I have a shopping campaign and a DSA campaign, because a TRO as is if I,

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if they're not running because a TROs is going to restrict the campaign.

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Right.

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It's going to restrict the amount of traffic it gets.

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So which means it's gonna miss some people.

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We still wanna catch those people, because what if the people were

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missing are relevant people.

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What if those people that are missing are people that are gonna

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convert, having a smart shopping and a DSA in parallel to it.

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When we apply a TRS, let's let capture those missing people.

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And if there's convert and if a certain audience starts to, I don't know,

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show promise, PMA S will steal it.

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Does that make sense?

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Okay.

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There, mean standard shopping or smart shopping because you said

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smart shopping I was launching smart shopping when I was doing this, but

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smart shopping is going away now.

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So it's gonna be question I had in mind.

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So up to this point, it's gonna be DM.

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It's gonna be standard.

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You you realize your old, smart shopping campaign or you just start a new one, but

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right now you will not have that option.

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So what, yeah, it's gonna, we just build the standard shopping, but do

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you build it like smart shopping?

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Like, would you create a standard shopping then dynamic remarketing,

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or just stick to the standard?

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Smart show would just run.

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We already have a separate dynamic remarketing campaign running.

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I would just create a standard shopping campaign.

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What I do want to test though is the retail performance campaigns,

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which is just gonna be like the smart shopping version of PAX today.

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the update of mm-hmm

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So in that update, they told that all the old smart shopping.

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that campaigns are also eligible for one click update so we can upgrade them

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to, so let's say if our new can, our new performance pack are not working with the

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assets and like videos, we can go and, and , upgrade the old, smart shopping tank.

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To performance.

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Yeah.

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Which is gonna be, which is still gonna be good.

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Nice.

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What else display would you really want your PAX to go more display we can

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also share how we can calculate how much PAX is spending on on YouTube.

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So summer, if you want share that formula need to open an account,

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distract them in the meantime.

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we just like a John

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without edge, he found a way to ate.

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How much PAX is spending on YouTube Uhhuh . And he also told us that

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we can request Google right.

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To opt out from YouTube.

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But I dunno if yep.

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true.

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True.

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If I remember correctly, it was C P and views, right?

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Yes.

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C P V.

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Interview.

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Yeah folder.

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So let me shoot FA let me, do we have a demo account?

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Okay.

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Yeah, it's basically go to your columns.

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Okay.

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I'll do it.

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Get average CPV and go to views and that's all you need.

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Oh, okay.

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Still good.

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Nice.

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Basically this, you get the average CPV column, you get the views column

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and then we have 0.0 for here.

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And then 10,000 here, someone do the math, which means we spent around

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$40 on YouTube in the last 30 days.

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Don't we don't know this.

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No, I have a calculator, man right here.

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So, what have you, Sam is doing the right four 30.

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I trusted on car.

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They're like these strategists can't do math once, like 40 months.

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And it's like four 30.

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You got, you got the shirt.

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Like I overed trust you trusted on car.

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He betrayed me but that's basically it.

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You apply average CPV interviews, and you, you see how much it's spent on YouTube.

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In this case is the last 30 days.

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That's it guys missing?

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Nope.

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All right.

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So as you can see, like the last two videos the last one on this one is brought

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to you by the questions in comments.

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So you can be responsible for the next video.

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Just, just ask the questions you have in mind, but please don't

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ask questions that you can find the answer on like five minutes.

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Google search Eagle build in single search.

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yeah, it has to be a topic, right?

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It needs to be enough for us to have like a five minute video on, we ask

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questions in this, like yeah, we, we can performance in the video.

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Yeah, let's do it.

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. Say, bye.

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Bye.