With Performance Max, you’re not just dealing with one but seven networks: YouTube, Display, Search, Apps, Discover, Gmail, and Maps. So what do you do if you want to focus your spend on networks where you're sure to get more conversions?

In this video, our Google Ads strategists, Usama, Efe, and Onkar, share how you can steer your Performance Max campaigns to your preferred networks. This way, you can spend on the networks that convert or try experimenting to see which networks your target audiences are mostly on.

They also share their thoughts on replacing your Smart Shopping campaigns with Performance Max retail campaigns, and how you can calculate how much your Performance Max campaign is spending on YouTube.

00:00 How to steer Performance Max to the network you want

01:30 Performance Max steals from other campaigns, but you can use this knowledge to your advantage

6:37 What you can do if your PMax ads are pushed to the wrong network

10:23 Smart Shopping campaigns to Performance Max retail campaigns

12:08 How to calculate how much your Performance Max campaign is spending on YouTube

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Hello, everybody.

It's PPC talk.

Today's question.

How do we gear performance max?

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

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

If we want it to be on the search network?

How do we control that?

That's today's topic.

Yeah.

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

Mm-hmm yeah, I can go ahead.

So

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

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

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

have to run these type of campaigns.

PAX.

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

So I think you are, you will first

uh, Find out the adapters.

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

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

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

We pretty much just launch that corresponding network campaign.

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

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

or you feel like it's going on.

The display network for some reason in ridiculous amounts.

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

network is go check your CPCs.

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

to be on the display network.

And I want a situation like this happens.

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

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

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

We launch DSA in parallel to it.

We launch some inbound, we launch some YouTube in parallel

to it, and what we saw.

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

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

and we let it run in parallel to PAX.

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

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

Right.

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

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

were more relevant in the PAXs campaign.

And then after a little bit, the impressions.

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

They would go off the chart.

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

Right.

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

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

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

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

less clicks and less conversions.

Then again, a week later it would shoot back.

Right.

And then it would shoot back down.

And we saw this consistently happening across the board where.

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

less for specific key in that.

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

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

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

DSA campaign was working really well.

It was on the search network.

It was doing really well.

It sold that traffic.

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

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

It was still on an automated bidding strategy.

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

So.

It went after a different audience.

It probably chose the same keywords.

It just targeted completely different group of people.

And then it started spiking back up.

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

started getting more impressions again.

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

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

three role as for that campaign.

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

PAX campaign in the network we want.

Yeah, that's a search part.

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

of the funnel phrase match campaign.

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

really on broad T CPA with campaigns also.

it's also our fishing campaign.

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

And it just goes in the right direction.

So that's the searching part?

Anything you guys would like to add?

I have one question.

So um, I have a question.

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

showing display discovery and YouTube.

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

that PAX campaign, if they are.

$1 sub fiftys.

Then we know that it's in advertis channel.

So how can we go max again?

Yep.

You would literally start a DSA campaign.

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

to show up in your PAX campaign.

You would start a shopping campaign.

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

would start a shopping campaign.

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

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

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

It's the best way to control it.

Yeah.

And prevent one more suggestions.

Like we are talking about the optimization parts.

When you first start up performance, max starts wild.

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

Right.

Just give it some time.

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

Yeah.

I'm what do you think like about adding.

Target.

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

will help PAXs to go in that direction.

Yep.

I agree.

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

It kept things under control.

Right.

It made sure that PAX.

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

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

campaigns were still relevant.

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

But that happens when you have good account history.

Right.

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

But I still agree with that target CPA.

Yeah.

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

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

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

Yeah.

Wait on the PAX campaign or all the campaign?

Yes.

On the PAX campaign.

So yeah, I would do it.

what I do.

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

campaign, I immediately start.

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

or a smart shopping, whatever.

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

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

Right.

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

So which means it's gonna miss some people.

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

missing are relevant people.

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

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

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

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

show promise, PMA S will steal it.

Does that make sense?

Okay.

There, mean standard shopping or smart shopping because you said

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

smart shopping is going away now.

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

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

It's gonna be standard.

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

right now you will not have that option.

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

you build it like smart shopping?

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

or just stick to the standard?

Smart show would just run.

We already have a separate dynamic remarketing campaign running.

I would just create a standard shopping campaign.

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

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

the update of mm-hmm

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

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

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

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

To performance.

Yeah.

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

Nice.

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

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

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

distract them in the meantime.

we just like a John

without edge, he found a way to ate.

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

we can request Google right.

To opt out from YouTube.

But I dunno if yep.

true.

True.

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

Yes.

C P V.

Interview.

Yeah folder.

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

Okay.

Yeah, it's basically go to your columns.

Okay.

I'll do it.

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

Oh, okay.

Still good.

Nice.

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

and then we have 0.0 for here.

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

$40 on YouTube in the last 30 days.

Don't we don't know this.

No, I have a calculator, man right here.

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

I trusted on car.

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

And it's like four 30.

You got, you got the shirt.

Like I overed trust you trusted on car.

He betrayed me but that's basically it.

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

In this case is the last 30 days.

That's it guys missing?

Nope.

All right.

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

to you by the questions in comments.

So you can be responsible for the next video.

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

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

Google search Eagle build in single search.

yeah, it has to be a topic, right?

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

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

Yeah, let's do it.

. Say, bye.

Bye.