that optimization cannot solve
PPC account problems are most commonly structural. Treating structural problems with bid optimization produces the wrong result faster.
Auto campaigns without negative keyword management
Auto campaigns discover search terms and spend on them until they are negated. Without a systematic negative keyword process, auto campaigns accumulate irrelevant spend that grows continuously. The ACOS rises gradually enough that it is attributed to market conditions rather than account drift.
Broad and phrase match without conversion data segmentation
Broad match and phrase match campaign spend belongs in discovery — converting search terms should be promoted to exact match campaigns at calculated bids. When all match types compete in the same campaign at the same bid, the highest-converting terms are chronically underbid relative to their actual value.
TACoS not used as the optimization target
Advertising cost of sale optimized in isolation does not account for the revenue impact of organic rank maintained by advertising spend. A brand that reduces ACOS by cutting spend on rank-supporting campaigns reduces organic revenue by more than it saves. TACoS — total advertising cost of sale including organic — is the correct optimization target.
One compounding system.
The 5-tier PPC architecture organizes campaigns by match type, search term status, and bid logic — each tier serving a defined function in the overall system.
Auto & Broad Discovery Campaigns
Systematic search term discovery at controlled spend. Auto campaigns find converting search terms. Broad match campaigns test keyword variants. Both are reviewed weekly, negated for irrelevant terms, and harvested for converting terms that graduate to the next tier.
Phrase Match Harvest Campaigns
Phrase match campaigns for search terms showing consistent conversion from the discovery tier. Bid at a level that captures reliable volume while the term's conversion rate continues to accumulate data for exact match promotion.
Exact Match Core Campaigns
Proven converting search terms at calculated exact match bids derived from target ACOS and conversion rate. The core campaigns deliver the most efficient spend in the account. Bids are updated weekly using ARIA's bid automation module.
Brand & Competitor Defense Campaigns
Exact match campaigns protecting the brand's own search terms from competitor conquest and, where warranted, campaigns targeting competitor ASINs. Defense campaigns maintain organic rank and customer acquisition in the highest-intent search context.
Optimize second.
New PPC engagements begin with a structural audit. We do not optimize what exists until we understand whether what exists is structurally correct.
Structural Audit
Every campaign, ad group, and keyword reviewed. Match type distribution mapped. Negative keyword coverage assessed. TACoS calculated from actual sales and advertising data. The audit identifies the structural corrections required before optimization begins.
Architecture Build or Rebuild
The 5-tier architecture is built or rebuilt to the correct structure. Existing campaigns are reorganized where possible, rebuilt where not. New negative keyword lists deployed. TACoS targets set by product portfolio.
Ongoing Optimization via ARIA
Weekly bid adjustments, search term harvest and graduation, negative keyword additions, and budget reallocation by portfolio. All executed by ARIA on a defined weekly cadence. Manual review of ARIA's recommendations and exception handling by the ONE APOLLO team.
that compounds over time.
The architecture is built once. The optimization runs continuously. The compounding is structural.
Current campaign architecture assessment with identified issues and recommended corrections.
Correctly structured campaign set across all five tiers with defined bid logic per tier.
Comprehensive negative keyword lists deployed at account, campaign, and ad group levels.
Defined TACoS targets per product portfolio used as the optimization objective.
ARIA-generated weekly bid adjustment reports with performance trending.
Bid automation, budget management, and search term harvesting run inside ARIA.
Marketing & Growth includes additional services that compound on this one.
Fix the structure
before optimizing it
We work through referrals. If you have been referred, send us a message and we will audit your current campaign architecture and show you exactly what is structurally broken.