PPC

Use match types and negatives for deliberate control, with current matching rules and measured economics rather than universal campaign formulas.

Check current placement controls, calculate potential bid ceilings, and separate configured bids from actual CPC.

Use paid-share metrics to identify hypotheses, then test incremental contribution instead of declaring cannibalization from ratios alone.

Diagnose targeting, bids, budgets, and product economics separately before applying PPC changes.

Diagnose targeting, bids, budgets, and product economics separately before applying PPC changes.