How to Steer Performance Max to the Network You Want

kasim: [00:00:11] Hello, everybody kasim: [00:00:13] It's PPC talk kasim: [00:00:14] Today's question kasim: [00:00:15] How do we gear performance max? kasim: [00:00:18] How do we control PMAX and put it on networks that we wanted to be on kasim: [00:00:21] So if we wanted to be on the shopping network, how do we control that? kasim: [00:00:24] If we want it to be on the search network? kasim: [00:00:26] How do we control that? kasim: [00:00:27] That's today's topic kasim: [00:00:28] Yeah kasim: [00:00:28] So on Gar, since this is a guest exp appearance, do you wanna take the charge? kasim: [00:00:33] Mm-hmm yeah, I can go ahead kasim: [00:00:34] So kasim: [00:00:34] So we are running like performance max on 50 plus account I hundred plus account kasim: [00:00:34] And we are doing lot of testing and we have learned that if we wanna uh, kasim: [00:00:39] push Bax into write channels, like shopping, search YouTube, then you kasim: [00:00:43] have to run these type of campaigns kasim: [00:00:48] PAX kasim: [00:00:48] So PAX will steal data or audience from that campaign and go after that kasim: [00:00:54] So I think you are, you will first kasim: [00:01:08] uh, Find out the adapters kasim: [00:01:10] Yeah, no, he found this actually he was running AA camper and he checked weekend kasim: [00:01:17] month and he found that DSA data mm-hmm so I guess I'll build off of what on kasim: [00:01:25] guard said if we wanna control or if we want to go on a certain specific network kasim: [00:01:31] We pretty much just launch that corresponding network campaign kasim: [00:01:35] And there's a couple reasons we wanna do this kasim: [00:01:38] So let's say you're running a PAX campaign and you feel like you're not converting, kasim: [00:01:41] or you feel like it's going on kasim: [00:01:43] The display network for some reason in ridiculous amounts kasim: [00:01:46] And the easiest way to check that if it's going on the display kasim: [00:01:49] network is go check your CPCs kasim: [00:01:51] If your CPC they're extremely low, you're more or less likely kasim: [00:01:54] to be on the display network kasim: [00:01:55] And I want a situation like this happens kasim: [00:01:57] You kind of wanna steer your campaign, your accounts back onto kasim: [00:02:01] the shopping and search and YouTube, your most profitable network kasim: [00:02:04] The way we do this now is we launch shopping ads in parallel to it kasim: [00:02:08] We launch DSA in parallel to it kasim: [00:02:10] We launch some inbound, we launch some YouTube in parallel kasim: [00:02:12] to it, and what we saw kasim: [00:02:15] Kind of tested at what we saw was initially with a DSA campaign, we ran kasim: [00:02:19] a test like a while ago, we launched a DSA, we gave it a bunch of budget kasim: [00:02:22] and we let it run in parallel to PAX kasim: [00:02:25] What we actively saw was that the search teams that were showing up in PAX kasim: [00:02:29] campaign were also the ones that were most prominent in your DSA campaign kasim: [00:02:33] Right kasim: [00:02:34] What started happening was that the DSA would start going after those kasim: [00:02:37] keywords, those search teams that was converting well in the PAXs or just kasim: [00:02:41] were more relevant in the PAXs campaign kasim: [00:02:43] And then after a little bit, the impressions kasim: [00:02:46] Well, at first, the impressions for those keywords would shoot up kasim: [00:02:49] They would go off the chart kasim: [00:02:50] They'd be like up like a thousand percent at some points kasim: [00:02:53] Right kasim: [00:02:53] And then all of a sudden they would shoot down to like negatives they'd kasim: [00:02:56] shoot down by like 500%, which means all of a sudden we got a bunch of kasim: [00:03:00] impressions, a bunch of clicks and a bunch of convergence on the DSA campaign kasim: [00:03:04] And then all of a sudden we went downhill and we got less impression, kasim: [00:03:07] less clicks and less conversions kasim: [00:03:08] Then again, a week later it would shoot back kasim: [00:03:11] Right kasim: [00:03:11] And then it would shoot back down kasim: [00:03:12] And we saw this consistently happening across the board where kasim: [00:03:15] The campaigns were going more impressions, less impressions, more impressions, kasim: [00:03:19] less for specific key in that kasim: [00:03:21] And they were very relevant to the ones that were showing at PMA kasim: [00:03:23] So the thought process here was that because we were running PAX and kasim: [00:03:27] parallel to the DSA campaign Every time, the PAX campaign saw that the kasim: [00:03:32] DSA campaign was working really well kasim: [00:03:34] It was on the search network kasim: [00:03:35] It was doing really well kasim: [00:03:36] It sold that traffic kasim: [00:03:37] It went after that audience, that the DSA was going after once the PAX stole kasim: [00:03:42] that audience from the DSA campaign, the DSA still had budget to spend kasim: [00:03:46] It was still on an automated bidding strategy kasim: [00:03:49] So it still had to find somewhere to spend that money somewhere to go kasim: [00:03:52] So kasim: [00:03:52] It went after a different audience kasim: [00:03:54] It probably chose the same keywords kasim: [00:03:56] It just targeted completely different group of people kasim: [00:03:58] And then it started spiking back up kasim: [00:04:00] It started getting conversions again, it started getting clicks again, it kasim: [00:04:03] started getting more impressions again kasim: [00:04:05] And then once PAX saw that it would just steal that traffic from it again kasim: [00:04:08] And then PAX was just very consistently scaling at like a solid kasim: [00:04:13] three role as for that campaign kasim: [00:04:14] And that's how we know that we can direct kasim: [00:04:17] PAX campaign in the network we want kasim: [00:04:19] Yeah, that's a search part kasim: [00:04:21] We're not talking about the normal usual, like middle of the funnel, bottom kasim: [00:04:25] of the funnel phrase match campaign kasim: [00:04:27] Like we are talking about phishing campaigns, like DSA or broad T C P I kasim: [00:04:31] really on broad T CPA with campaigns also kasim: [00:04:35] it's also our fishing campaign kasim: [00:04:37] So you fish for new, Kirs a performance Mac steels from there kasim: [00:04:42] And it just goes in the right direction kasim: [00:04:44] So that's the searching part? kasim: [00:04:45] Anything you guys would like to add? kasim: [00:04:47] I have one question kasim: [00:04:47] So um, I have a question kasim: [00:04:47] So let's say if a performance max has gone in the wrong direction, like it's just kasim: [00:04:52] showing display discovery and YouTube kasim: [00:04:55] Like we can, we can check like if we just check the CPCs of kasim: [00:05:00] that PAX campaign, if they are kasim: [00:05:02] $1 sub fiftys kasim: [00:05:04] Then we know that it's in advertis channel kasim: [00:05:08] So how can we go max again? kasim: [00:05:17] Yep kasim: [00:05:17] You would literally start a DSA campaign kasim: [00:05:20] You would start an inbound campaign with the keywords that you want kasim: [00:05:23] to show up in your PAX campaign kasim: [00:05:25] You would start a shopping campaign kasim: [00:05:26] You would have to bid high on the shopping campaign, but you kasim: [00:05:28] would start a shopping campaign kasim: [00:05:30] And then you would start a YouTube campaign, all, all the networks kasim: [00:05:32] that you want your PAX to focus on or to stay on or be most relevant kasim: [00:05:36] on you run those campaigns and parallel to your PAX campaign kasim: [00:05:40] It's the best way to control it kasim: [00:05:42] Yeah kasim: [00:05:42] And prevent one more suggestions kasim: [00:05:44] Like we are talking about the optimization parts kasim: [00:05:46] When you first start up performance, max starts wild kasim: [00:05:49] So don't get like don't be surprised if preferance max starts wild kasim: [00:05:53] Right kasim: [00:05:54] Just give it some time kasim: [00:05:55] We're just talking about if this starts to happen after you launch aware kasim: [00:05:59] Yeah kasim: [00:06:00] I'm what do you think like about adding kasim: [00:06:03] Target kasim: [00:06:04] So let's say if we are using ion with the, if we put a target CPA, I think that kasim: [00:06:10] will help PAXs to go in that direction kasim: [00:06:13] Yep kasim: [00:06:14] I agree kasim: [00:06:14] When I tested it, I had a target CPA on it and it's exactly what you're saying kasim: [00:06:18] It kept things under control kasim: [00:06:20] Right kasim: [00:06:20] It made sure that PAX kasim: [00:06:21] The DSAs and inbound didn't go after completely irrelevant traffic kasim: [00:06:25] So the traffic that we were getting with the DSA or the inbound kasim: [00:06:28] campaigns were still relevant kasim: [00:06:29] So the PMAX was stealing good traffic, which is what allowed it to perform kasim: [00:06:33] But that happens when you have good account history kasim: [00:06:36] Right kasim: [00:06:37] If you don't have good account history, it's still a risky move to take kasim: [00:06:40] But I still agree with that target CPA kasim: [00:06:42] Yeah kasim: [00:06:43] In some accounts, like in some eCommerce accounts, I've seen that Google kasim: [00:06:46] Like after running the PAX campaign for like two, three weeks, Google kasim: [00:06:51] is itself recommending me to use a TCP or on the campaign kasim: [00:06:58] Yeah kasim: [00:06:59] Wait on the PAX campaign or all the campaign? kasim: [00:07:01] Yes kasim: [00:07:02] On the PAX campaign kasim: [00:07:03] So yeah, I would do it kasim: [00:07:05] what I do kasim: [00:07:06] PAX campaigns and TRO as if I run a T, if I apply a TRO as on a PAX kasim: [00:07:10] campaign, I immediately start kasim: [00:07:13] If it's an e-commerce store, immediately start a shopping campaign kasim: [00:07:16] or a smart shopping, whatever kasim: [00:07:17] I have a shopping campaign and a DSA campaign, because a TRO as is if I, kasim: [00:07:22] if they're not running because a TROs is going to restrict the campaign kasim: [00:07:26] Right kasim: [00:07:26] It's going to restrict the amount of traffic it gets kasim: [00:07:28] So which means it's gonna miss some people kasim: [00:07:31] We still wanna catch those people, because what if the people were kasim: [00:07:34] missing are relevant people kasim: [00:07:35] What if those people that are missing are people that are gonna kasim: [00:07:37] convert, having a smart shopping and a DSA in parallel to it kasim: [00:07:40] When we apply a TRS, let's let capture those missing people kasim: [00:07:44] And if there's convert and if a certain audience starts to, I don't know, kasim: [00:07:48] show promise, PMA S will steal it kasim: [00:07:50] Does that make sense? kasim: [00:07:51] Okay kasim: [00:07:52] There, mean standard shopping or smart shopping because you said kasim: [00:07:56] smart shopping I was launching smart shopping when I was doing this, but kasim: [00:07:59] smart shopping is going away now kasim: [00:08:00] So it's gonna be question I had in mind kasim: [00:08:03] So up to this point, it's gonna be DM kasim: [00:08:05] It's gonna be standard kasim: [00:08:07] You you realize your old, smart shopping campaign or you just start a new one, but kasim: [00:08:12] right now you will not have that option kasim: [00:08:13] So what, yeah, it's gonna, we just build the standard shopping, but do kasim: [00:08:17] you build it like smart shopping? kasim: [00:08:19] Like, would you create a standard shopping then dynamic remarketing, kasim: [00:08:23] or just stick to the standard? kasim: [00:08:25] Smart show would just run kasim: [00:08:27] We already have a separate dynamic remarketing campaign running kasim: [00:08:30] I would just create a standard shopping campaign kasim: [00:08:33] What I do want to test though is the retail performance campaigns, kasim: [00:08:36] which is just gonna be like the smart shopping version of PAX today kasim: [00:08:41] the update of mm-hmm kasim: [00:08:43] So in that update, they told that all the old smart shopping kasim: [00:08:47] that campaigns are also eligible for one click update so we can upgrade them kasim: [00:08:53] to, so let's say if our new can, our new performance pack are not working with the kasim: [00:09:05] assets and like videos, we can go and, and , upgrade the old, smart shopping tank kasim: [00:09:07] To performance kasim: [00:09:11] Yeah kasim: [00:09:11] Which is gonna be, which is still gonna be good kasim: [00:09:14] Nice kasim: [00:09:15] What else display would you really want your PAX to go more display we can kasim: [00:09:23] also share how we can calculate how much PAX is spending on on YouTube kasim: [00:09:28] So summer, if you want share that formula need to open an account, kasim: [00:09:33] distract them in the meantime kasim: [00:09:36] we just like a John kasim: [00:09:43] without edge, he found a way to ate kasim: [00:09:46] How much PAX is spending on YouTube Uhhuh . And he also told us that kasim: [00:09:53] we can request Google right kasim: [00:09:55] To opt out from YouTube kasim: [00:09:57] But I dunno if yep kasim: [00:09:59] true kasim: [00:09:59] True kasim: [00:10:00] If I remember correctly, it was C P and views, right? kasim: [00:10:02] Yes kasim: [00:10:03] C P V kasim: [00:10:04] Interview kasim: [00:10:05] Yeah folder kasim: [00:10:06] So let me shoot FA let me, do we have a demo account? kasim: [00:10:10] Okay kasim: [00:10:10] Yeah, it's basically go to your columns kasim: [00:10:12] Okay kasim: [00:10:13] I'll do it kasim: [00:10:13] Get average CPV and go to views and that's all you need kasim: [00:10:17] Oh, okay kasim: [00:10:18] Still good kasim: [00:10:18] Nice kasim: [00:10:20] Basically this, you get the average CPV column, you get the views column kasim: [00:10:26] and then we have 0.0 for here kasim: [00:10:28] And then 10,000 here, someone do the math, which means we spent around kasim: [00:10:31] $40 on YouTube in the last 30 days kasim: [00:10:33] Don't we don't know this kasim: [00:10:36] No, I have a calculator, man right here kasim: [00:10:39] So, what have you, Sam is doing the right four 30 kasim: [00:10:45] I trusted on car kasim: [00:10:46] They're like these strategists can't do math once, like 40 months kasim: [00:10:50] And it's like four 30 kasim: [00:10:53] You got, you got the shirt kasim: [00:10:54] Like I overed trust you trusted on car kasim: [00:10:57] He betrayed me but that's basically it kasim: [00:11:00] You apply average CPV interviews, and you, you see how much it's spent on YouTube kasim: [00:11:05] In this case is the last 30 days kasim: [00:11:07] That's it guys missing? kasim: [00:11:08] Nope kasim: [00:11:09] All right kasim: [00:11:10] So as you can see, like the last two videos the last one on this one is brought kasim: [00:11:15] to you by the questions in comments kasim: [00:11:17] So you can be responsible for the next video kasim: [00:11:19] Just, just ask the questions you have in mind, but please don't kasim: [00:11:22] ask questions that you can find the answer on like five minutes kasim: [00:11:27] Google search Eagle build in single search kasim: [00:11:29] yeah, it has to be a topic, right? kasim: [00:11:31] It needs to be enough for us to have like a five minute video on, we ask kasim: [00:11:37] questions in this, like yeah, we, we can performance in the video kasim: [00:11:44] Yeah, let's do it kasim: [00:11:46] Say, bye kasim: [00:11:48] Bye