A campaign built around exactly one exact-match keyword target — the single highest-performing, most important keyword in an account — used to isolate that keyword for granular bid and placement bid adjuster control. Rather than optimizing spend broadly, the campaign is managed primarily by raising the top-of-search placement adjuster to aggressively push organic rank for that one term, or dialing it back toward cheaper placements (rest of search, product pages) if top of search proves too expensive. Distinct from the general One-Product-Per-Campaign Structuring Principle structuring principle — this isolates a single keyword, not a single product. Keywords promoted into this structure are typically first proven profitable via autotargeting search term reports or High-Conversion Keyword Selection Strategy.
Under the cheat sheet's Ranking category, a single-keyword exact-match campaign is paired with fixed bids to force the placement on a keyword you want to dominate organically. Evaluate it by rank-tracking software (Helium 10, DataDive), not by ad cost/ACOS.
A single-keyword exact-match campaign on a product's single most important keyword can be deliberately run at a high ACOS (e.g. 65%) when its purpose is organic keyword ranking rather than ad efficiency — see TACOS vs. ACOS for why this is defensible: ad spend that looks inefficient in isolation can still lower TACOS over time by pulling organic rank up. In one $1M/12-month supplement launch, 5 of the top 8 campaigns by sales were single-keyword exact-match ranking campaigns of this kind, reflecting that for that specific product organic ranking was 'everything' — the same emphasis won't hold for every launch, so the number of ranking campaigns run should track how much a given product's growth actually depends on organic rank versus other levers.
Concrete build: a manual keyword-targeting ad group with only the single most important keyword entered as exact match (phrase/broad deselected), bid set, then spend pushed hard via a top-of-search placement bid adjustment (e.g. +128%) — deliberately chasing organic rank rather than ad efficiency. The stated logic: judge this campaign by whether TACOS trends down over time, not by the campaign's own ACOS, which is expected to be high (e.g. 65%) and is treated as the cost of ranking. If top-of-search ACOS becomes uncompetitive, the placement bid adjustment shifts to whichever placement is performing best instead of abandoning the campaign.
Из тем: Unsorted, PPC Campaign Structure & Bidding