How to Scale a Performance Max Campaign | PPC Talks

[00:00:00] coming at you on youtube's facebook linkedin twitter man twitter i wonder if that's uh or if there's anybody there yet i know the whole thing with eli might be falling through yeah he pulled the plug right because of fake accounts or something yeah a lot of us love what they're saying like something we're like we're bot accounts they don't check them and it's shocking to me how much of the internet is is bought for you know seeing with performance max especially like how many of these freaking click forms there are oh man it's crazy well i think clicksy says one out of every four clicks are bots which i was problem is i don't trust anything clicks he says you remember when they try to fix our accounts i know it was funny because it's like here's what's great is yes they may be true you still can't help but yes that may be true yeah no joke um i'm gonna shout out our new members real quick we got peter sonoro sabo

[00:01:01] shang lycosis panos con taxis sean go brett nelson ryan huron tommy dukas now not a guru i love that not a guru casey snow justin [Music] lopatrio and that's it appreciate y'all did you say contact c's uh like i like plexis yeah except so that'd be a really cool name we're being spied on uh theodore malzavik what up buddy dave fogel hola amigos joseph thanks for being here hello joseph asking does it still take 45 days to start seeing results of performance max campaigns well you should still start seeing results fairly quickly um now are you achieving your goals is gonna be a whole different scenario um i know that sounds vague but there's gonna be a lot of things that depend so daily ad spend the amount of skus how popular the product is how long your sales cycle is how long it takes for a person to make purchasing your comp your price says competitive to the market are you also running on amazon

[00:02:14] a lot of things there um in a nutshell no it you you will start to see results the first one to two weeks are they good results no probably not are they going to get better hopefully will they get better it all depends on those variables that i just discussed so i think that um you know pmax is a big slow moving beast uh it does get better and better and better over time think months though and it's not something that you'd want to put a put a uh essentially a time limit on which is different because you think about like inbound search cool i have one person googling a keyword and it did or did not work pmax is like i'm going after an audience or lookalike audiences on all six channels plus remarketing it's a it's literally seven times larger um plus sometime larger ecosystem plus eight times larger audiences on average so just know that it is going to take a lot longer than what you would normally

[00:03:13] use to measure google but what you normally use to measure google no longer exists so that's where that's where it gets a little bit a little bit kind of vague as in like how long does it take like our standard operating procedure for like how long is this going to take is we have no idea honestly um it's you should see trends and you should see uh you should see movement in the right direction but there's too many variables for that question to be answered on like a like a live video here just because would have to ask how are you priced competitors are running on amazon what's your sales cycle timeline and how in demand is your product um and then the and then the answer after all those questions is okay now how let's say how many people we could find that are interested in their product and that's the part where we all we all kind of jump right to the end is like how long it's gonna take

[00:04:06] the question really is is are there people that are ready to purchase um if yes very short if no we to find those people how long does it take a convert person to convince them on the product that they don't know that they want you know everyone has has you know struggled for six months to a year to make the facebook campaigns work you know could be about the same time period honestly if you're joining us live on a channel other than youtube and you want to join the live chat it's reserved for our youtube members so i just dropped a link to our youtube channel in um chat uh feel free to head over to youtube and start asking questions john i'm gonna start firing them at you theodore asks uh how are y'all doing we're good good uh in search campaigns to use different keyword match types together in the same ad group sometimes and when uh so we've been running more and more broad long tail broad um and using higher uh

[00:05:04] harder to complete forms in order to make sure that we have high quality traffic i if i run a broad i will not run any other campaign or match type it won't work um it will it will work but you're also going to start fighting with each other it's just not an optional setup because your broad campaign those are your broad keywords and your exact keywords or your broad keywords and your phrase keywords aren't going to go up to the same person so you don't have to kind of pick and choose if i don't run broad yeah i'll run phrase and exact at the same time sometimes in the same ad group um sometimes in different campaigns but if i'm running a broad campaign ever or a broad keyword nothing else gets ran because they'll just start to fight i recently took on a a consulting client that within the first one day of changes by switching from phrasing exact to broad we lowered our cost per conversion by 40

[00:05:51] um and had really good results uh so much so that the date afterwards the client emailed me he was like yeah me and my partner were high-fiving and like it it but he was running broad and phrase that exact all in the same period i'm like now the ads aren't running like that preview diagnosis shows that there's a better keyword for the search but it wasn't showing because we don't know why it just starts to fight so um either go phrase and exact mix those up as much as you like or go broad but never those three at the same time because google mixes those up as much as they like exactly for google they're polite suggestions that are impolitely ignored archie how to run pmax and google shopping in multiple countries all english using shopify should i use the google merchant currency conversion feature how to match converted feed price to store price dude that's a data feed issue there right i'm

[00:06:39] going to read this one uh how to run pmax slash google shopping oh in multiple countries using shopify yes so here's what i do um if you use the google merchant currency conversion feature it can work until the time when it doesn't and when it doesn't throws everything off here's what i mean it's it's amazing but well here's what we ran into this multiple times so what happened is like i gotta let's just use round number 49.95 a 50 sale okay i got a fifty dollar sale i got a fifty dollar sale i got a five thousand dollar sale i got a fifty dollar sale i got a fifty dollar sale what the what the hell happened here what ended up happening was it changed the con the conversion to include a comma instead of a period because whatever currency in that country just showed it as a comma and what happened was all of a sudden our conversion value spiked our row has spiked automated bidding strategy said

[00:07:35] hit the gas and then it went in the wrong direction so if you're using automated bing strategies any time that google just thinks it hit like a thousand row as just be prepared for like it's just gonna lay it's like a bottle rocket it just spirals off in the wrong direction so what we found works best is there's actually a tool it's a it's a plug-in or an app i guess in shopify that allows the website to identify the ip address of the person that is uh that is getting to the site and send them to the proper subdomain the reason why this is important is the subdomain of like us.com eu dot what's nice we actually use multiple tag managers in the same container so multiple time manager one for different currencies and then the data layer sent back the proper converted value that the account could use in usd so it was like we had 7000 euros what's that usd send it back into the data layer so we actually use tag manager to

[00:08:29] convert the currency to send back to the conversion action into one account that is measuring only in one currency because only one currency can be had in google ads you can't like dynamically roll different currencies so we actually sent it back through the day later converted with the app into my into the conversion action so that we saw the actual usd version that we didn't see on spikes when it changed to comma to period to etc um dude that was an international marketing master class what you just did right there in about 90 seconds yeah so subdomain that's the only way that i figure out how this works like without fail is subdomain because then you have different conversion actions on different pages all being funneled back properly translated michael aririguzzo that's the baddest ass name i've ever heard it's amazing michael says is pmax recommended for catalog-based e-commerce brands who most

[00:09:21] sales are derived for google shopping well i challenge that to say is it derived from google shopping because that's the only area you've really tested and optimized or you've tried dsa and search and broad for fail without three within three months of trying so what's interesting the reason why performance max collectively gets a good new customer acquisition rather than smart shopping or even shopping for example is because it utilizes cold traffic keywords on the search search network now i would say don't run pmax if your customers cannot be you know interested by youtube impressed by discovery or display search no one never types in any keywords that are even broadly related to your product and only successful on shopping then don't know don't run few max or i've run standard shopping don't even run smart shopping because you're going to be heavily on display anyway so if you're saying shopping is the only

[00:10:16] area that a customer is ever going to find us i would disagree only because people get to shopping because they found out about a product on facebook on youtube on word of mouth whatever it may be um so the part that i would say is you'd have to draw a line in the sand and saying no people hate me on youtube they they're disgusted by the picture of the product you know all that stuff to say like and then but then they really want it and then they google it um imagine what a subtle point that john is making well think about this how do you get a shopping app how do you get a shopping at the spawn search for that product bingo so dsa right alongside that there's no reason why it'd be like well yeah i'll click on the ecommerce side but no sir no oh yeah yeah but absolutely not can i tell you story yeah so my dad owns a rug store i know you know like flooring rugs and rugs come in traditional sizes two

[00:11:14] by three three by five four by six but and he was doing an analysis and he goes we don't he was buying new rugs he's trying to figure out what to buy and he goes oh we don't sell any 12x15s barely at all so don't buy any of them and my little brother who's brilliant goes well how many 12 by 15s do we have in stock and dad says four like as opposed to like thousands of the other ones it was like maybe if we bought more 12x15s we could sell more 12x15s but i know it's i know it's a silly story dude it's so interesting how much we like feed ourselves the wrong data thinking oh this is the only thing that's going to sell so this is the only thing or this is the only channel that's going to work so this is the channel that i'm working right it's a self-fulfilling prophecy and i think that that's the part too where that google is that self-fulfilling prophecy it's if it's not going to [Music] if we believe it's not going to work i

[00:12:06] would have to be convinced and i mean like me erica like convinced him i'm i'm not saying that i'd have to make a whole youtube series right there convince john well i'd have to be convinced that we've tried everything and failed uh and then like yeah man this just does not work on search um i don't know what we tried yet though arms of andes are peruvian friends is that right panamanian friends tell us where you are arms of andy's uh for a fashion ecommerce brand and pmax apart from our product category asset groups is it necessary to have an asset group with all of the products shirts leggings sweaters etc apart from our product category asset groups so do you want to bring that back well no i am seeing here so is it necessary to also have an asset group oh so you're saying in addition to us having an s group for leggings and asking for sweaters is it is it good to have an s group for all products

[00:13:00] depends on the listing group um typically my answer would be no because what you're going to have to do is somehow combine imagery and videos and headlines and descriptions to show on search as an example the program that someone is searching for so for example google is not yet completely smart enough to say if i have an asset group with leggings in there and someone types in leggings and it's like well headline one is working well what's headline one that's the best sweaters in the west that's not gonna work so typically what i would say is if you're if you're looking at what ad is going to show we always think about what keyword is going to show what ad same with pmax what target is going to show what ad and if i have leggings and listing groups and sweaters in the headlines you're going to have a mismatch there knowing that also search also has the image extensions built in now if it's

[00:13:52] going to show an image extension of leggings and people are googling sweaters and since we have the best sweaters and picture leggings yeah you're probably okay but why try that way just do it the other way it's much easier uh dave fogle says i'm fitting to give up on pmax for lead gen yeah i would say that's okay um yeah we understand yeah yeah did you put 15 fields on your form how big how robust how hard is your form to fill out yeah and that's uh i've i've only had success that way and a lot a lot not a lot of people are okay or even wanting to try that so i'm dude people are like violently opposed to it it's like oh hey here's proof that this works definitively across multiple accounts no i refuse i i can't share the email but i have an email uh that says you're right john it's getting spammed and me saying i told you says i'm gonna add one more field and i said no stop like just just add all the fields

[00:14:52] and i was like i want to spend 500 a day and i was like i'm spending 100 because i know what's going to happen i don't want to waste 400 additionally just to prove the point um but i'm i'm i'm here's the problem i can only lead the horse to water i can give you the way that i've seen it work time and time again um i'm not going to try to convince you just as much as no one is going to try to convince me to try to make this work for the less notable setup we're spending money per day you know it's it's either we do it right or not at all so if we say hey i've tried it this way i tried out a few it still didn't work out i'm going to give up cool like i'm i'm dealing with that yep hey malicious here and she gave us money uh oakleigh wilson she was a i think a 3x student right i think so yeah or something yeah and then she got hired as like the director of marketing for some badass company so

[00:15:43] she's moving on up in the world because she left us behind casey snow in previous lives you talked about a stair-step approach to scaling pmax with tcpa can you dive deeper on how to do this yes so if it's um pmag in a previous uh episode so when we're talking about the video that i have is about smart shopping but in the previous episode yes we did talk about it in pmax now what i thought was actually very interesting about performance max and stair stepping is it's still going to stair step the same way as our smart shopping campaign video does but it's going to do so um a bit more violently um i'll give you a screenshot and you'll see my last stair step and this last stair step was uh let me do this since march i'm gonna pull this up i have to hide the client name so i'm gonna try to do as much as possible while you're doing that i'm gonna go find the video that we have on stair stepping and i'll drop it

[00:16:46] in the chat so everybody can have we've got a youtube video regina explains dirt stuffing keep in mind she's uh explaining it from a smart shopping perspective but the concept is the same all right so i'm gonna do this it's was may 1930 um okay so [Music] okay perfect here's a good screenshot uh and i'm gonna highlight the fact that this is a performance max so let me do this here [Music] perfect i'm to share screen and hopefully i don't mess this up cool can you see it can you see this okay dave is going to complain but yes i can see it dave squint get closer to the screen put on your glasses so here's check this out um what you're gonna notice is two things the red line is conversion value blue lines cost this is only my campaign type of performance max and the cost is on the uh left legend conversion values on the right legend but you'll notice this cost here and conversion value stayed the same

[00:18:14] now cost ramped up here conversion value ramped up here and now you'll see that the delta the difference between these two lines here are much much different so that when we're now at this area here and this is going over the week of may 19th so it's like artificially lower just because the week's not over just imagine just a straight line here and this is gonna be a straight line here but you're gonna have to look at two things and what i mean by this is look at the line of cost here and that same line of cost over here look at where the conversion value is and look what a conversion value was do you see how you had a ramp up violently and then you pull back and now my conversion value is hundreds of thousands of dollars higher for the same cost as it used to be but this metric over here spending and making the same money and then spending the same money now there's a big fluff there it's it's brought up so yes this works

[00:19:11] now here's what i thought here's what the difference though between what we did last time what we did this time is i didn't use any restrictions on bidding strategy this was all using maximized conversions only so this is the main difference between that video and this updated in performance max you don't scale up turn on a tcpa turn it off scale up turn on tcpa or even t ros you actually scale up by budget and then pull back budget you don't actually change a bank strategy when you change a bidding strategy performance max things go way haywire for very quickly forever like it's just as horrible um so on your road of scaling if you're spending a hundred and making 200 and then you spend 200 you're going to make 200 and be spent 300 you're going to make 300 to make spend 400 gonna make 400 so your roas is cut in half during the scale but then when you're making 400 you pull back down to 300 and 400

[00:20:06] stays there so you basically it's like almost like i spend up convert and go up i spin up conversion i sped up conversion goes up i did this down converted it goes down but it doesn't go down as far it actually makes a lot of sense because what you're doing is you're giving google money google's going out and exploring and then you give google more money and then explores more and more money and explores more and then you pull back money and google goes well on our exploratory mission we figured out where to spend the money so now that you've pulled back we're going to get more efficient 100 so it basically says hey google go meet a hundred people and tell me the 50 you like but you got to buy those other people so here's the thing that scares me about performance max the more we talk about it the more it feels and i'd love for you to talk me off the shelf john because i realize that i'm just like the

[00:20:50] paranoid prepper yeah it feels like if you send performance max in the wrong direction a b optimize performance max to head in the wrong direction there's no fixing it or coming back it's just like up scrap it and start over like it doesn't ever feel like there's a triage in repair to a bad performance max campaign yeah and there there isn't the way that you can do it is you actually have to develop new performance mass campaigns correctly like it's almost like there's no fix it's just scrap it and start over but that's scary when it takes six freaking weeks just to let the thing learn yeah so very very bad man imagine it's like getting a website that got hacked and then you have to go back and revert it back to the last known period where it was working fine and all the changes that you did since then are now gone it's like that only you have to do two things um i've had success with both one

[00:21:38] i was able to start an additional performance max campaign just by cloning it and then letting it run on the same existing um uh conversion action with just the changes reverted back to that one has worked um once and then i've only tried it once though so i have like a one one use case but the other one is um i have revered it back um with a different conversion action i actually just swapped my primary from my gtm to transactions and analytics as a conversion source i was able to bring it back fairly quickly um i only lost two weeks um that would end up happening and the other part too is if you start the main thing that people have to get i have to understand too and here's a good analogy uh you cos if you ever grow up with a box fan like the fan of the box fans that are yeah from albuquerque who are you talking to okay [Laughter] so for us us poor folks growing up we had fox fans sit there and crank that

[00:22:36] thing dude come on costume just sitting there by his whole family i was the box fit [Laughter] so the box fans performance max what now did you ever stick your finger in the box man yeah we all did so when you stick your finger in a box fan it hurts fan slows down speed back up that's performance max it's the best analogy i got performance max is a fan if you touch it it's gonna hurt the campaign hurts you it slows down and then it speeds back up so where we make changes is going to offset this thing and making too many changes is going to offset this we had a consulting client that's been following us since october of 2020 he was part of the three shopify uh group uh his name is daniel fantastic person i said hey add 40 asset groups he goes okay what he was doing is adding a new asset group like every three days and the campaign just stutters stutter he goes hey i'm adding these asking groups

[00:23:35] and things are getting worse and worse worse i said don't touch it just stop stop doing everything just give it a week and i even have the email where it's like this last week's looking amazing because we kept adding in new targets so what we're talking about stair-step approach everyone has to contend with the fact that you might have to add budget eat just a crap sandwich for like two weeks and then pull back and it will be better for it but if you add it then try to add new asset groups and update ad copy then add some stop just you have to let it remember you're touching the box fans get hurt each time it's going to slow it down so let it go i actually have not touched a very very very expensive campaign spending 50 grand a day for the last 18 days and i've had 2 percent better cost required new customer daily it's gone from 118 down to 104 without touching it and i meet with the client daily and

[00:24:24] he's like well what are you doing i'm like nothing he goes he goes well the proofs of the pudding great job like it's just that's that's we have to think about this these things are timings that same story different direction we just lost a client we met we met his goal and a good guy in case he's watching we met his goal uh and then he emails us saying hey there's been nothing in change history for two weeks or whatever and we were like we know it's working you know and so the question what are you doing is i'm watching it and then if you don't want to pay us to watch it then fine you watch okay that's it like i i i i always say that where it's like you know you pay us for the expertise but the expertise says don't touch it i'll do this like a lifeguard it's like how many children have you saved today none okay well we don't want the lifeguard here tomorrow are you sure yeah absolutely sure that's the right

[00:25:20] decision timmy's been fine for like a week that's awesome all right because we're not as funny as you think we are right would you keep a branded search campaign separate to optimize its spend or would you integrate a branded asset group into pmax if you do brand new pmax would you separate it out by product type right no choice you know what's so funny is uh we have a we have a video out that's called why brand uh like the mystifying brand campaigns and brand traffic here's the thing that i noticed the most with looking through north beam and conversion paths and i i just stare at this all day so it's like something that's very consistent the top conversion path um shows that the branded traffic that is interacting with pmax will come back through your your search campaign and if your search campaign can't max out the branded traffic coming back it'll revert back to performance max the search campaign if you've been

[00:26:19] running a brand campaign on search is automatically going to have a better ad rank than your pmax campaign will have on brand because there's no better campaign in the world than a search keyword that would it that is your brand no better campaign real quick because that's there's no better campaign than a search campaign that is your brand right there's nothing that's going to have a better ad break like you can launch performance max and they could be crushing it but it's never going to be the 5 000 roads that you get for your brand campaign so what you have to do is if you're going to i would keep them separate absolutely but just know that unless you max out your brand campaign's ad spend daily so that your search and pressure lost my budget is zero it's gonna then pop up into your performance max so it's not necessarily an either or it's a this then that so just know that if you run a brand campaign you're still

[00:27:08] seeing brand inside performance max is because you didn't pull all the brand out from your branded campaign by daily ad spend max that thing out but you have to be okay with maxing it out if yours max buys conversions your cost for courage should be three four bucks anyway we don't take clients that don't let us run brand campaigns anymore no we can't can't well i mean i don't i don't i don't have to run a brand campaign you just have to be okay with seeing brand of performance max that's it you have to be okay with it theodore can you give us some general types of brand campaigns for sas products will your competitors bid on your keyword how to structure the campaign uh let me do this one where is that oh can you give us uh some general tips can you give us some general types for brand campaigns i'm not sure what that means i'm sorry do you know i'm am i just being interested well i think he doesn't mean his own

[00:27:58] brand he's talking about his competitor brand um or the competitors bidding on your keywords you know what's interesting uh you know who does this really well is monday.com if anybody bids on uh if anybody searches for alternative software monday goes did you mean monday.com which is it's really cute but it's actually it's it's like stopping you know what i mean like there's a nice little psychological anchor there yeah if that's what you're asking theodore i yeah the general types for brand campaigns for sas products where you better bid on your keyword oh i guess it says so here's monday if i search for asana monday said monday is so much better yeah that's so funny but i guess if you could let me know what you mean by general types because that's the part that i'm hung up on like if it was like hey can you give us an ad copy totally got it um but maybe it's like what type of campaign well those brand campaigns

[00:28:57] would be search let me know what you mean i i feel really helpless right now is i don't exactly know if you're asking for like ad copy or when you say general types just let us know in the comments if you can another question from theodore is uh is it a good idea to bet on your competitor keywords with some tailor-made specific headlines without using their brand name yes so here's what you gotta contend with though i'd only choose the competitors that are exactly one-to-one competitors which means don't bid on a keyword where that person offers 10 other services besides what you offer because people that might be googling them are looking for something that you don't offer second thing be ready to contend with a lot of good relevant click-through rates but high bounces and low pages recession low session duration which means that essentially they're going to get their whoops and then they leave the other

[00:29:41] part depending on if it's lead generation or ecommerce is you might get the people they're like hey where's my order you're like what are you talking about be like it's ship tuesday and you're like i haven't sold anything in a month like where is it because they think they're calling someone else that happens a lot um so where's my couch uh so that's just something that does happen a lot but yes you can bid on brand names even um with taylormade headlines however your keyword should be something that is specific so for example word stream is a competitor of ours i'm not going to be bidding on word stream though i'm be bidding on word stream ppc service because now i know that a person is looking for word stream for a reason or if you sell couches and you want to go after wayfair cool wasted wafer also sell desks do you sell desks no so do wayfair couches now you're qualifying the reason why

[00:30:32] they're looking for your competitor i do that way you know word stream sold for 150 million dollars yeah why like that here we go from ryan we have a top of the funnel facebook campaign directing traffic towards a specific landing page can we craft a pmex campaign or asset group to funnel traffic to this page as well yes just make sure that you turn off url expansion and that's the only url that's in the asset group um don't make like four different aspects going to the homepage landing page just make sure that goes to the right area the other part though is um yes just fluff it up with some additional signals when you go to a landing page landing pages usually aren't seo friendly and seo friendly landing pages are what pmax use to identify what keywords the dsa portion of pmax which is sometimes 40 to 60 of the traffic sometimes 80 percent of the traffic that's not ecommerce is going to try to identify so if you throw

[00:31:35] up a landing page and when you run that landing page through google's uh keyword planner and google keyword planner shows search terms that aren't even relevant to what you wanted let's say you sell mobs and it's like clean floors it's like like that's interpreting wrong you're going to get pmax traffic about people who want clean floors and you're like hey how about this mop yeah that's top of funnel but what about mop i'm way better than than just clean floor oh what i mean by that is the way that google interprets that landing page dictates the type of quality traffic you're going to get so make sure it's an seo friendly page you have good content you index it through google search console all of the areas that you know you don't know robot text file that are blocking the index make sure that it's set up well um that it's a very good website because google's going to read interpret and try

[00:32:18] to find and if it reads and interprets incorrectly it's going to bring you a whole bunch of wrong traffic can i ask you a question about final url expansion yeah google's documentation states uh use final url expansion to replace your final url with more relevant landing page based on user's search query and intent when i read that that to me says we're only using final url expansion for search oh it's only dsa correct that feels so flawed why wouldn't you because i feel like it's it's more applicable for display john's at the top of the funnel john needs to go to a top of the funnel content rich page why wouldn't they use final euro expansion for freaking everything yeah the well here's the thing is that's what google says that's what i would count on i don't know if that's actually what happens and to our you know to last two years eighty percent of what google said should happen was like well

[00:33:18] we found out that it's also done right so yeah the euro writing this stuff definitely doesn't know like he's being said right right well that's the thing too is i was just like hey so exact match is the only one that can take that then i literally i i'm i'm hearing this more times than not well that's what we were told like yeah so here's another question if it's only dsa then it's actually not even search it's a it's the it's the search category of performance mechs where google chooses the search term based off of the content on the site so it wouldn't even be a search term that you upload inside of performance max's audiences it's google dude so dude this is where i'm going i shot a video on this i just want to make i want to qualify the logic with you final url expansion is just a new audience it's basically a new asset group because if you turn final url expansion on then you're telling google

[00:34:08] go ahead and crawl my site and come up with whole new phrases that you'd like to bid on and then send people to those pages right the so the there really isn't a search in performance max the search of performance max is dsa well there kind of is though because you're allowed to enter people who search for these terms right that's the same search right well that's the way here's what you're saying is if i if i upload into my signal people who have searched for these terms on google it's going to say okay great i'll go see if i can target them on youtube and display if they come back to the search channel i will bid on those people very appropriately but i'm also even with url expansion off they're still going to use dsa to capture all of the other search terms they think is relevant even they're still going to use dsa to capture all the search terms i think is relevant okay so here's all your site

[00:34:57] here's what's going to happen so in the in the search portion of google it says can i go after these keywords yes we'll give it to you if with good if we see good performance thank you now please scan my home page would you like us to scan anywhere else no just my home page your expansion's off cool here's all the keywords i found with url expansion on it's a dsa campaign with all web pages enabled that's why you can actually have a ui expansion on but exclude urls so it's just like how dsa campaign works all web pages except for my blog and my contact us page cool scan get all the search terms yeah i understand what you're saying i think url expansion not applying across other campaign types within performance maxes oh i think it does i do that's what i'm that's what i wanted you to say thank you oh yes yeah i could it not well so why the hell is google telling us that it's it's based off of search queries well that's the

[00:35:48] thing too the the url expansion can you pull that up again yeah is that that's the other piece i could just be reading this wrong they could be saying it wrong i think that's what it's actually here's what i'm thinking dave i'm zooming in for you there we go all right so finally your expansion helps you optimize performance and performance campaigns you'll finally replace your file url with uh on based on the user's search query and intent so i think that what this means is that with url expansion off on the search query we won't go to any other pages with url expansion on on the search query we will go elsewhere but it doesn't say um it doesn't say but on display we won't or will have url expansion so that could be the intent piece but at that point this would read and or intent because display for example if you have a listing group with five products and you turn off url expansion and you

[00:36:48] send it to the home page you have six pages now the five product pages plus your home page in your essay group so that's why when like on the shopping url expansion doesn't doesn't exist because your shopping is going to send it to a page that your feed has dictated so like if i'm bidding on blue light blocking glasses okay let's say i want to sell blue light blocking glasses but google identifies jeffrey would buy blue lock vacuum glasses if jeffrey knew about him so jeffrey's got headaches he works in i.t and he has really bad vision and google's like oh i could go after jeffrey but i have to teach him about blue light blocking glasses i feel like url expansion given a content rich authority site could start dropping the right type of content in front of jeffrey to start from the top of the funnel down to the bottom of the phone it feels like such a missed opportunity we we typically always use url expansion

[00:37:38] we will exclude um we'll exclude pages that we don't want that to work and i i do believe that that's only only um it's like hey you can turn off url expansion on the search portion of performance max it's on default anywhere else just like how it is i'm shopping um so yes on the search portion that that's where the url expansion would turn on and off i believe that's regardless of what google says that's how i've seen it work just even through to click tracking and rp yeah when there's no way for us to know inside of google ads because it's not showing us destination urls we'd have to look at like analytics and north beam like you're saying right and i'm so sorry to stop the conversation here's the thing i think this is so important i think figuring out who what page people see is so critically important so we'll keep going here here's a good test we've actually had and this is for everyone's benefit we ran a p-max of the

[00:38:29] feed on one product and then we ran a pmax campaign without a feed on the same product but to a landing page and the landing page actually converted better than the pmax with the feed on the product so to all my click funnel gurus out there that still want to do the long-form long-form sales page yeah it can work no i hate you now the product was in demand and really kick-ass so there's that so don't use it says wait johnson i could do this but just know that yeah we actually did your expansion off to a landing page just no shopping and it nailed it arms of andy's last week's q a you mentioned uh the effectiveness of the new audiences i was wondering where and how do you analyze this insights seem to give us a little info on the audience signals i don't remember what i said dude this is getting so dangerous people are like taking your word as gospel now and holding you accountable to it we

[00:39:25] gotta stop bullshitting [Music] you know what's funny is we talk about so many things when i'm talking about the effectiveness of the new audience i need the context and what i what what i said so i can refer back refer back to it um so here's what i can tell you for sure though and the effectiveness of new audiences it is strong enough to throw off the campaign in a good or bad performance if you add new now the reason why i would say actually let me do this let me just pull up and see if i can pull up a pmax campaign and get to a page where it's not um not you know damaging or anything let me do this here uh you know what ralph does here by the way his agreements say that he can use his client campaign and case studies that's great we need it's brilliant we should be doing that i just for anybody watching i dropped um a link to our ultimate guide for performance max if you haven't seen it

[00:40:19] and i did that because joseph just said i'm on part two right now the ultimate guide to pmax on youtube and loving it which i'm glad to hear thank you joseph good good good let me do this [Music] try to think about who i could share that it's not gonna hurt anything okay i was gonna get to it i'm almost done everyone it was just nice and slow all right while you do that oh never mind sorry okay so this is where um i can't use the one that i wanted to use so i'm trying oh here we go um okay ah yeah i'm just gonna take a quick screenshot of this one and then i'm going to open up a new tab i'm going to close that account out and share screen okay yeah this is fine there's nothing here so this is with a company and i used a very small small example but this is what the company like let's say you set up your asset group by audience not by sku not by category but by audience and you have a search term that came in

[00:41:30] let's just say on dsa google is going to tell you what asset group most most generally matches with clicks and conversions and impressions and conversion rates um row as values etc on what the asset group was so for example if someone types in allergy soft shoe which is a dog allergy and this isn't the big client it's a different client but it's it's related and it says allergy soft you and i have my i have a performance max campaign set up for let's say avatar development and it says okay this audience is actually matches the other audience that's why they all are equal here but this audience actually deserved the clicks and most impression most aspen because this audience most identifies with this type of either search term or product so when you're looking at when you add in audiences yes audiences are going to shift how the uh account is going to go to give that give traffic to that audience as it seems

[00:42:25] relevant but know that they're all overlapping so cost of let's say is a fitness guru that is diet focused and works out a lot perfect you got three audiences right there but you can't say i only want the diet not the fitness too bad people that fit this are dieting that's that's where the overlap but when you look at the venn diagram i think that's what we're talking about that we discussed last week ninety percent of those fitness in a diet will overlap but the ten percent of people that are really heavily die but don't do any sort of exercise that's your expansion opportunity then the expansion opportunity when you see how the traffic's flowing in from your search terms for example who is resonating most often with this with this search term but you have to set up the asset groups by the audiences in order to be able to measure against that but if you said hey what about people search for like

[00:43:12] floor length dress and it goes to my floor length dress asset group you're never going to see it but just know that every single additional audience member that you add in as relevant as possible you're expanding that opportunity by 10 each time you know so that floor-length dress example you just gave i was doing a uh session with molly pittman for her mastermind and i asked molly i was like give me a random example of a product and she came up with wedding dress and i was like all right make it more specific and she said you know whatever i forgot what it was a lace wedding dress i was like make it more specific and she's like a long sleeve white lace with we searched for it brother was a there was a market like it was it's unbelievable how granular it goes it's insane yeah and it gets and that's why like uh that's what pmax works well but i also fill p max long tail broad i don't fill pmax dsk audiences with

[00:44:01] like cell phone case it's like blue no slip drop resistant cell phone case ah here's what i think a lot of people misinterpret performance max isn't this big magical black box of awesomeness it's all of your existing campaign types put into one so if here's an example well here i'll give you here right [Laughter] you need to do you need to ignore feed optimization rules um [Music] would you just go after two keywords in a broad sense or would you build if you were to build a search campaign what would your search campaign look like hammock yeah right so that's what's funny is like people are like well i i i would probably want to have a relevant ad i probably want to have a relevant keyword and i probably want to go to a relevant page right so what you said is you have to rebuild everything performance max with 80 different asset groups oh that's right so that's the thing too is like you wouldn't go after stupid broad keywords

[00:45:06] you'd put some thought into it and build a well-built out plan do that in performance max it's the same thing so it's all of your campaign types you have a good amount of familiarity with put together treat them as such dave fogel john what do you think is the minimum number of products needed to be successful for a successful ecom campaign one yeah we have a lot of clients with just one product actually works sometimes better i love museums learn on that learn on that product fast a beer say a seemingly competent google rep first of all we don't like smarter up here yeah a seemingly confident google rep was making coherent arguments about why you should use data-driven attribution and smart bidding how do you feel about data driven yeah so data driven it makes a lot of sense when you are talking about being okay with an impression counting as a click conversion what i mean by that is there is a lot of times where a

[00:46:01] uh i have an example of this and it's an amazing example we only have 200 clients john think of it like no it wasn't they're not in a client it was an evaluation okay oh yes yes i remember it my neighbors were probably like why is he screaming so funny i'm gonna pull this up and here this is this is the point where you'll have to say yes i agree or no that's stupid and there's both are right and wrong uh this is worth getting to it because this is what i try to portray to people but sometimes when i say a view through conversion will be counted as a click-through conversion it's like i don't know what you said isn't that only on video an engaged view or is it any view uh it is it's swell it's a it's not it knows it's when google deems that that was useful enough to count as a conversion that's where this thing gets a little bit you know messed up read on the email i'm getting there folks i'm so sorry

[00:47:18] it's literally loading right now and oh wait where'd it go all right ending in 6432 6432 okay i guess i don't have it anymore so anyway they're coming out as a client so i should have them here soon i don't know where where they are though we lost in in our eval and they're not yet in our guests for our guest stream so anyway uh there's a client that has a ton of youtube ads uh there's a ton of youtube subscribers and they did a remarketing campaign on youtube and got very little uh conversions but the brand campaign shot up like crazy so what happened was on click basis like first click or last click it says 12 people clicked on this youtube ad and 12 people converted and brand still had you know the normal conversions that would on a data driven model those 12 clicks that converted whether it's like 10 on first click 12 on last click you know 12.6 on here you switch to dave driven that remarketing youtube video went to

[00:48:50] like 39 it shot up three times higher in attributed conversions using data driven than click why they didn't click on it but these are active users of the youtube channel that started to see their ads they googled the brand name and converted those youtube videos did not have clicks but those youtube videos were spawning branded searches that converted and i have that i wish i had still had i don't know why i can't i don't have the i don't know why that i don't have the access to it anymore okay guard against that by just changing engage use conversion window to one you can i mean unless the people are but i wouldn't necessarily say would you guard against it i'd still want to see if it was working um like i'd still want data driven to be like yeah hey you're a youtube video but you have to understand these people are not clicking there so when you shift from first click last click linear all of those are click only

[00:49:48] models david data driven is the only attribution model that is not click but click and or view that's where you have to be okay with this in certain aspects it makes sense in certain aspects it does not if you were to say well my display campaign that's running to an audience that last six months have never gotten clicked this you know data driven is going to give 10 conversions to it cool does this really mean that you're going to continue on with that doesn't that now put it over the threshold are you okay with having you through attribution rather than click the retribution what other channels are you running that also could have been targeting the same people at the same time do they engage with those channels so they're not engaged with google that's part two you have to say i'm okay with view through conversions now counting as a click in my campaigns data is going to be greedier right

[00:50:34] dude what an amazing point that is data-driven attribution is the only attribution model that's going to count views at all but because pmax is so display heavy i mean don't we just kind of need that oh yeah i mean that's okay that's what i'm saying there's i'm no longer in the stance i think i i've sort of elevated out from my hard and fast yay or nay rules yeah because i i've been right and wrong where i'm like well crap now this does make sense but aren't we using first click for most of our pmax campaigns not anymore no a lot of them are data driven now um for this reason now we run our beam a lot so it really doesn't matter but the kind of doesn't matter though because google's optimizing according the attribution model was signed well let me give you a quick example of why sometimes it doesn't matter and sometimes you don't want it to matter um and i'm gonna pull up a campaign here that's what i can share

[00:51:25] uh let's do this this one's really fun because you're gonna say like oh holy crap this makes the whole reason why your attribution model is not set in stone it's specific use case base it's it's a hundred percent use case so anybody says hey this is a better bidding strategy say okay cool what's the goal why what did you change um so this was amazing so to simplify what you just said customer acquisition would be first click and then you know abandon carts would be last click right so here's a here's a client here um now check this out let's look at the last 14 days okay i'm running on a first click attribution here pmax campaign spent 20 grand right has got a 142 roads wow that looks terrible we only we spent 20 grand and made 12.

[00:52:17] oh sorry 27 this is the converged value here i actually just changed this this last three days that's why i actually get this numbers gonna look a little bit different but check this out what happens when i look at the campaign status and my smart shopping campaign brought me another 10 grand and i spent zero that's weird now let's go back to let's say 30 days smart shopping i spent zero how to make 50 000 kind of strange right the reason is i transition from smart shopping into performance max performance max is new customer heavy but it's also going to go after the fast easy cheap branded wins and kills that it can get so what i did is i just didn't give any attribution to the performance max campaign i left on first click knowing that my first click originally came from smart shopping and every subsequent conversion that that happens because there are repeat purchases through performance max i

[00:53:07] purposely did not attribute that conversion to performance max because i didn't want this thing just to become the fat and happy fluff campaign that i knew it wanted to be so i stole the attribution away from it but when start dropping peter's out and that tail is gone pmax will take it over and then start getting that attribution bingo but i needed to make it work harder in order for it to happen that is genius so what is this well that's what that's when people are like hey this attribution model works best it's like it'd be like hey diesel gasoline is awesome what do you drive a ferrari no then don't use diesel like do you have a truck sure use diesel but that's the problem is yeah you can't say that something's better or worse without contextualizing the reason why you would want to use it the attribution model is only for you google doesn't really care what the attribution model is if you're good

[00:53:55] enough advertisers say should you give credit to that campaign and if you did what would happen i know performance max is remarketing i know performance max earned that click because i could see it north beam it earned the click and the conversion but i made google give it to smart shopping because it was simply a remarketing click it didn't earn the conversion so how can you make fifty thousand dollars come up from zero ad spend attribution model magic all right we've got five minutes you ready for a rapid fire let's do it arms of andy's free commerce and a hyper-segmented pmax campaign when we turn off a product listing that performs poorly how do we avoid pmax shifting the poor audience into another asset group well it depends on if finally your expansion is turned on so if you have final year expansion turned off exclude that url from the dsa and then pause that asset group and you're not going to send any

[00:54:47] more traffic to that page they're at least shopping in search but if value expansion's turned on you can't michael gave us five dollars so i'm bumping his question up to the top yeah michael says is there a way to apply bulk custom labels to products based on price range or date product was added to the store either in google merchant center or through a product feed optimization tech data if you watch can that's the only way that we've ever done it and then we actually filter by those custom labels inside of pmx campaigns for our listing groups or any standard shopping campaign for that matter and that's how we actually filtered out those products we actually had a custom label called like solutions eight and it's like here you get these products from marketing i'm like thank you but yeah if you watch has that ability and they're buddies of ours we really like them um they've done a lot of good

[00:55:30] stuff for us michael thank you you can buy our love uh tommy we ran a pmax campaign for a while and one night it spent 80 percent of his budget in an hour on bot traffic it did the same the next day so we shut it off should we let it spend on bots or go back to ssc well the problem is there's smart shopping campaigns just automatically go there anyway so that's the problem um smart shopping is gonna just turn into performance max and then here comes about traffic my opinion on this is if you give it two days and it's spending a bunch of money on bot traffic turn down the ad spend significantly keep your bidding strategy the same but let it kind of go through the first few days because what it's going to say is okay we got a whole bunch of traffic what happened nothing happened okay get rid of that traffic that's going to happen regardless it's it's a fallacy google is even admitted we're working on

[00:56:17] it but we're working on it but not when we force you to use it after we force you to use it then we'll figure out how to make this work but in the meantime we have to we have to contend with it um there's a there's a side comment that if you let your smart shopping campaign turn into performance max uh you will actually have the ability to opt out of like video and that kind of stuff which actually is going to be pretty much where your source of spam is coming from but um you're also not gonna be able to take advantage of new customer acquisition and performance max so i still say keep go through it get the bot traffic spend ten dollars a day on it after a week of it not being able to see any conversions then it should should pivot out but leave smart shopping on at that same time dan rosette if i change the price on my product from 234.99 to 239.99 or 244.99 will it mess up my pmax and is it

[00:57:02] possible that the sale will go down never back up yes so here's what happens i've done this a few times and this is what you have to contend with everybody that's warmed up and ready to go if you have a 12 day time lag if you up the price you're only going to scoop up whatever those people were that were okay with the price increase before they were going to buy but the other people that were getting close to buying and thinking about it and being remarketed for the next six days and we're like it's not worth it you're going to lose those people but however after the 12-day timeline gets up you get new people that cycled in those new people have already agreed that yeah that's the price i'm willing to buy and i'm thinking about buying it uh jason james in the products list it shows more conversions than the campaign view does any idea why yes in the product list you're going to be seeing um all of your conversion actions so in

[00:57:45] the product list here look at and it just was fixed last week so normally when you look at your listing groups you'll see like all conversion value all conversions and all conversion rate you're like i'm not getting 20 30 conversion rates and hundreds of conversions if you do if your account's been updated you can actually go into columns and add the normal conversion columns back in but if not you know that you're probably adding up to add to carts begin checkouts to checkouts and purchases all of those are being added up because those are the all conversions um so just know that see if you can change it in the comment listing group and if not you're gonna have to just either shut off those other ancillary conversion actions or just give them no value so it doesn't influence that before no nasties uh i just see for the first time cpc is normally uh 70 cents and now it's eight euro why how

[00:58:28] uh i'm not sure what this means if it's went crazy if it's a performance max and it's if it's testing different audiences what it was is okay here's my display traffic display traffic super cheap what happens when i go to search search is not going to get traffic at the same price as display it's not the same price as youtube it's not the same price as shopping so when when performance max the reason why it takes six weeks in order to be fully embedded is because it says for each week it's like test search then shopping then youtube then gsp to discover the display unless the signal's strong then it's going to go there first but it's going to test all those varieties or different channels those different channels cost different per click uh michael asked for a data feed watch a feed optimization tech we recommend a data feed watch so i'm skipping that one dave says dimensions in weight the

[00:59:16] shipping is triple what it says in gmc how do i fix this i'm lost dimensions and weight what's saying triple oh that's the way the shipping is triple what it says in gmc so are you saying that your website is triple that what it says in your merchant center we'll come back to that when dave responds john rollo how bad is it to lower and raise budgets by large amounts for campaigns every month monthly budgets fluctuate seasonally it's not good here's the thing pulling back easy building it back up hard so that's where you have to understand if you if you it's funny if you pull back you can jump off any building you want but now you have all right the dive board is fun to jump down but you got to climb the ladder back up to do it again yeah so that's the thing is just know that when you're what you're asking me to do is you're asking for an audience if you say hey i have 100 fairly known people you reduce budget 16 is who is

[01:00:13] going to go after the known but then if you're adding in another 40 it's gonna say these are my unknowns and in these time to think about it just know that when you add budget you have to at least go through your time lag before you can start to measure it hopefully one second while we're doing that last question there theodore john what is your black colored drink sorry someone's at my door theodore wants to know what you're drinking john what is your black colored drink i drink oil because i'm a machine no it's just actually the color of the bottle i don't know why it does that it's just water it's just it was the only thing that had same day shipping from amazon because i broke my water bottle uh i think we answered this one from michael right yeah is there a way to apply bulk custom labels yes to arms of andy's free karma shopify fashion brands that customers buy within one to two weeks of

[01:01:06] the first visit of our site what would the best attribution model aoc for brain is 30 and the other is 80. uh free cover shopify fashion brands again the attribution models depending upon your structured setup if you're running a brand campaign first click if you're running a performance max campaign with a brand attribution if you're running oh sorry uh data driven if you're running a performance max campaign without brand doesn't matter um so it depends so i would say best distribution model if you wanted to just use data driven it's a safe it's safe bet does using the recapture check box saying i'm not a robot help filter bot traffic no try not bot traffic y'all it's quick for click farms these are people that are are gonna click they're gonna fill out forms if you're like hey here's a fast easy form and like i can autofill that but it's like here's 15 fields and autofill does name it and nothing else like next

[01:02:03] they're gonna avoid it on a competitor campaign how much do you worry about very low quality scores a lot actually it's one of the reasons why i really don't run competitor campaigns because they're extremely expensive half the traffic thinks that they got to the wrong area the other half of the traffic thinks that they're trying to contact the right person and then the five percent that you do pick up needs to be worthwhile to go through all that crap of high cpcs and weird traffic i still have sugar daddies as a search german pmax for my storm shutters company very bizarre dave i think they're targeting you they just know that's that's audience segmentation they took a look at a handsome guy in sunglasses on the beach and said sugar daddy uh that's weird check your check your site um i would do this do a go to google type into google site semicolon and then your website space sugar actually let me do this here i

[01:02:59] know i have like a couple more minutes left my next call is in six minutes um do we have time dave can you just drop your your url into the chat if you're cool with it if not then we'll we'll go through it while we're waiting arms of andy's if we have three pmex campaigns running each for the budget of 50 and two of them are still a learning phase and we want to combine all good assets and audience signals in one campaign how can we do this uh take the campaign that has the most amount of spend and clicks and impressions and or sales as a priority um or leads and then use that one as your dumping ground that everything else goes into brett nelson do you get an asset group blends often working with affinity and market customers in the same asset groups yeah no acid groups are not always a one-to-one signal they are heavily blended what your job is to is find all of the little pockets nooks and crannies

[01:03:52] and under rocks that google may not think of and then bring those to light um that's what your job is to do is just adding in a whole bunch of highly relevant signals as many as possible but they're going to be legal should be consistent in maintaining continuity right that's the same high quality relevant signals yes but if it was like best hiking shoe best shoe for hiking there's two different signals got it um hassan the ultimate guide to pmax is the best one on youtube period bam high five i think we did it hey dave we can't get your links all the urls that you're trying to drop don't show up in our chat what happened jason i've been working with jason he's jim gear direct he's our client um and i said hey here's what i think we we had an awesome smart shopping campaign that was delivering 10x row s performance max came in and screwed everything up we've been trying to rebuild it and we just said that this uh

[01:04:48] we said we're going to run it wide open and go through the hurt going through the hurt i said we're going too much after heavy new traffic the previous campaign was smart shopping was doing a lot of dynamic remarketing let's add that feature back in so running a pmax campaign with a high level dynamic remarketing goes in six days since dynamic remarketing was added to our all products pmax has doubled john yes uh should we spend more on dr now no just hang tight no hold your horses jason you don't realize dumpling you're but you're rowan's deadly it's probably one of two sales jason i would imagine uh but yes it's uh yeah yes the hurt yeah we had to go through the hurt but it's it's coming on the other side awesome jason that's so cool to see um you still didn't answer my shipping question just saying well what was the shipping question again um who is it uh oh that's dave yeah i'm looking

[01:05:47] three sales actually three sales well good good good good y'all we appreciate everybody who's a member at uh solutions eight we're trying to roll out a membership thingy just so you know so we'll actually have like a real membership community actually for sales nice just keeps getting better and better if i hang tight we'll get five hold on no sorry go ahead that was it uh we'll have a real membership community john and i will not be involved at all it'll be for our members to talk to each other so it'll be a community for you people and then we'll use the conversations in the membership community to push to the live q a which i think is going to be the most productive way to do it so it'll be self-moderated in a lot of ways um john i know you got a jet it's been awesome um yeah actually dave if you can retype it just re-type it up i want to get this one last thing i'm a perfectionist be awesome to communicate with all the

[01:06:43] count people will be yeah it's awesome dave he's our problem child yeah can you ban from youtube what do you mean you people what do you mean we're the most opposite she's like i'm the short fat white guy and he's the tall dark and handsome like we got diversity on this call already gmc account suspended shipping rates are the problem yeah so your shipping rates in gmc have to be higher than your website does period the fact that your website is higher than gmc means that it's either a problem with is gmc too low or is your website too high so the shipping center problem inside gmc says 34 dollars for fixed ground what does your website say for that same exact zip code so inside of gmc you can actually when gmc sends you a warning or a disapproval they'll tell you we tried buffalo new york one zero zero zero four um going to fedex website for same thing shows 95.

[01:07:46] yeah so that's that's the problem this is a big problem to diagnose um because a few things is your website showing website showing 88 the fedex website shows 95 inside gmc 34 so it's a problem with gmc and fedex i would actually do a custom shipping rate and i would do it manually or use something called ship hero and shapiro will update these things automatically so gmc 34 fedex size 95 website 88 so your feed is showing too low so that's the thing is that inside the feed whatever is sending your feed into gmc if it's content api if you're using a third party um that's being either too low or your website's too high i don't know what's the correct amount um don't you think measurement marketing can help them with this they do gmc stuff don't they yeah it's not really because what happens is like inside gmc you say like if then like between this and this your fixed rate is x like that's the way to

[01:08:41] fix this automatically but if it's the website is producing a content that's different from what it's producing in the feed then that's the issue it's the website it's it's cms essentially um that's showing different shipping rates i never see this unless it's using data feed watch yeah and i never see this unless you're using a third party tool like date if you watch which means it's it's i would contact data if you watch obviously because we need to have the fee to send the right shipping weight dimension and price into gmc because it's not merging his furniture shipping goes all over the place yeah honestly dave i would do a standard rate i'd make the price the highest it can possibly be get that problem resolved then go back and fix this but as long as your gmc is higher than the actual or higher that's on your website you have no problem your website can say 80 your gmc fee can say 95. done everything's perfect you're

[01:09:33] reapproved everywhere across sport then i'd go back and diagnose this it's a long-term fix cool i gotta go now all right i appreciate everyone thank you so much take care