Bad PPC structure is not a spending problem It is a visibility problem When the
By Steven Pope · May 10, 2026 · Curated by George's Blog
Bad PPC structure is not a spending problem
It is a visibility problem
When the same keyword runs in auto
broad and exact simultaneously
every campaign competes against itself
ACoS looks inconsistent
Attribution breaks down
The data collected tells nothing useful
The fix is not more budget
The fix is separation
Auto campaigns exist for one reason
to discover new search terms
Nothing more
Broad campaigns take those discoveries and expand them
with exact negatives added so they do not cannibalize
what auto is already finding
Exact campaigns are where proven converters live
Highest bids
Tightest control
Cleanest data
Every keyword has one home
One budget
One bid
That is how attribution clarity gets built
The search term report feeds negatives
across all three tiers on a weekly cadence
The system improves without rebuilding from scratch every month
Accounts that scale fast have clean structure
Accounts that stall are running three match types
on the same keyword with no negatives separating them
Structure is the strategy
Get that right first