Where the three ad types split the work
Revenue rides on Sponsored Products because it is the only ad type that meets a shopper at the exact moment of a search with purchase intent behind it. Brand defense and video testing sit in Sponsored Brands, where the auction gives fast and honest feedback, and no video reaches our DSP flights until it has already won here. Sponsored Display closes the loop by defending our own product pages and by retargeting shoppers who viewed a listing and left. The three types operate as one system where each covers a weakness of the others instead of three separate line items competing for the same budget.
Single keyword ad groups
Every term that matters gets a single keyword campaign in exact match. One keyword in one campaign makes attribution unambiguous and lets us tie every dollar of spend to a decision we can defend. That isolation turns bid management into deterministic rules instead of judgment calls, because a campaign with one keyword produces numbers that mean exactly one thing. The structure also gives each term its own budget ceiling, which stops one expensive keyword from quietly draining the budget that ten profitable terms were supposed to share.
Bid rules and weekly cadence
Each week we sort every keyword against your target ACoS into top performers, bloated targets, and bleeders, and that single sort drives the plan. Bleeders get cut on tiered click thresholds. Winners get pushed. Every new bid anchors to the CPC the auction actually charged, not to a bid someone once guessed, because the auction price is evidence and the old bid is only an opinion. We harvest the search term report on the same cadence, graduate winning terms into their own exact match campaigns, and negate them back at the source in the same motion. Every change lands in a log with the date, the old value, the new value, and the reason.
What You Get
This structure carried Vermont Smoke & Cure past $331K in a single month and later ran the account profitably at a 6.60% TACoS, and the same discipline walked DigDefence Solutions down from a 30.79% TACoS baseline into the low teens while the business grew. Outcomes follow from structure, because a system where every bid has a reason compounds week after week in a way that heroic manual effort never does.
If you want to see how your own campaigns sort into performers, bloat, and bleeders, we will run the sort together on a live screen. book a free audit call.