Full-Funnel Sponsored Advertising Restructure & TACoS Control
Pruning non-converting search queries, eliminating keyword cannibalization, and locking in disciplined ad spend efficiency.
Brand Architecture
- Industry
- Outdoor Equipment & Sporting Goods
- Business Model
- Premium Direct-to-Consumer Brand
- Catalog Scope
- 24 Active SKUs in High-Competition Niches
Management Scope
- Assigned Pod
- Senior PPC Strategist & Data Analyst
- Reporting Cadence
- Weekly Keyword Pruning & Bi-Weekly Portfolio Bidding Adjustments
- Service SLA
- Strict TACoS Ceiling Governance & Bid Allocation Control
Systems Orchestrated
Uncontrolled broad auto-campaigns and internal keyword bidding wars caused ad costs to spiral.
The brand's advertising accounts were set up with generic auto-campaigns that bid aggressively on generic, low-converting keywords. Different campaigns were competing against each other for the exact same search terms, driving up average Cost Per Click (CPC) while ad spend failed to deliver organic search ranking improvements. Total Advertising Cost of Sale (TACoS) had climbed into unsustainable territory, consuming net profits.
Runaway TACoS & Margin Compression
Advertising spend had expanded faster than gross sales, eroding product-level operating margins.
Internal Campaign Cannibalization
Multiple campaigns bid against each other on identical root terms, needlessly driving up internal CPCs.
Lack of Negative Keyword Hygiene
Hundreds of irrelevant search queries were draining daily ad budgets without producing a single conversion.
An isolated match-type funnel architecture with weekly negative keyword harvesting.
We completely re-architected the ad account into disciplined keyword harvesting funnels with strict placement bid modifiers.
Isolated Match-Type Funnels
Separated discovery campaigns (Auto, Broad) from conversion campaigns (Phrase, Exact), ensuring every proven search term migrated into dedicated Exact-match ad groups with dedicated budgets.
Aggressive Negative Keyword Governance
Instituted weekly negative exact and negative phrase pruning protocols to block wasteful search queries before they could consume budget.
Top-of-Search Placement Multipliers
Shifted base bids lower while applying targeted placement multipliers for Top of Search (first page), maximizing impression share where conversion rates are highest.
Sponsored Brands Video & Store Merchandising
Created high-converting 15-second product demonstration video ads linking directly to custom branded storefront sub-pages.
Why disciplined advertising must serve organic keyword discovery.
Advertising is not merely a revenue driver; it is a mechanism to elevate permanent organic search rankings for target keywords.
Exact-Match Focus Builds Conversion Velocity
Concentrating ad spend on proven exact-match keywords signals relevance to marketplace algorithms, driving organic rank gains.
Negative Matching Eliminates Budget Waste
Blocking irrelevant searches preserves ad dollars for high-margin hero SKUs and peak conversion buying hours.
TACoS Alignment Protects Bottom-Line Health
Managing to blended TACoS rather than vanity ACoS ensures advertising always supports overall business profitability.
The 5 Operational Milestones
Every engagement follows our standardized 5-phase execution framework to ensure predictable operational continuity.
Forensic Ad Audit
Analyzed 90 days of search query reports to identify wasted spend and top converting terms.
Campaign Restructure
Constructed isolated campaign portfolios categorized by SKU margin and product lifecycle.
Negative Pruning Execution
Applied comprehensive negative keyword lists across discovery campaigns to prevent keyword leakage.
Placement Bid Tuning
Calibrated Top-of-Search and Product Detail Page bid multipliers based on historical conversion data.
Ongoing Performance Cadence
Conducted weekly search term harvesting and bi-weekly margin alignment reviews with brand leaders.
Qualitative Operational Deliverables
Clear, durable outcomes achieved across the catalog, logistics, and account health systems.
Strategic Takeaways & Long-Term Impact
By replacing unmanaged auto-campaigns with disciplined keyword funnels, the brand transformed its advertising from a margin drain into a predictable engine of organic growth.
Ad spend must be concentrated on exact-match terms that reinforce organic rank.
Weekly negative keyword pruning is the most effective lever for preventing budget waste.
Managing to blended TACoS protects net profitability as sales scale.
Want to see how your store benchmarks against competitors?
Book a confidential Free Store Audit. We analyze your catalog keyword indexing, advertising spend efficiency, and channel expansion readiness with zero obligation.