Having difficulties with a 10-week puppy.

We recently adopted a 10 week old Blue heeler puppy and he is cute as a button. However, I've been having issues with training him not to bite too hard during play and chasing The cat around the living room we're trying to chew stuff he shouldn't. Whenever I yelp or say ouch he seems to ignore it and just keep on going. When I try to do the walk away and ignore them he immediately begins to do other undesirable behavior ie chasing the cat or chewing on a shoe or something. I don't want to do anything physical punishment-wise if I can avoid it The only thing I did like that is I picked them up and told him to stop it and he just started getting real angry growling yipping and tried to bite my face.Everything else seems to be going okay including potty training but the biting and chasing and chewing I'm having issues with. Any advice?