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18. Strategy by Business Lifecycle Stage

This cluster contains 4 wiki page entries. Read it as a mini-module: learn the concept, try the workflow, then practice with a report, campaign draft, or simulator scenario.

Pages in this section

  • [[18.1 New Product Launch]]
  • [[18.2 Growth Stage]]
  • [[18.3 Mature/Steady-State]]
  • [[18.4 Decline/Sunset]]

Merged from Complete Data-Filled Guide

Complete data-filled section notes

PPC strategy changes as the product matures. A launch campaign should learn fast. A mature campaign should protect profit. A sunset campaign should spend only where it still makes sense.

New product launch

Weeks 1-2: launch Auto and Broad discovery campaigns. Expect higher ACOS because the account is buying data.

Weeks 3-6: expand into Manual Broad and Phrase using discovered terms. Begin adding negatives and moving clear winners.

Weeks 7-12: scale Exact campaigns and proven ASIN targets. Increase budgets where ACOS and inventory allow.

Growth stage

Identify top keywords by orders, increase bids carefully, add similar terms, test Sponsored Brands, and expand into Sponsored Display if traffic and budget justify it.

Mature stage

Shift more budget to Exact, Brand Defense, and proven ASIN targets. Keep discovery alive but controlled. Audit negatives, placements, and budget waste weekly.

Decline or sunset

Reduce bids, pause weak campaigns, keep only profitable exact terms, and align spend with remaining inventory. Liquidation campaigns can accept higher ACOS only if the goal is stock clearance.

Operator checklist

  • Explain the topic in plain English.
  • Identify the report, console area, or input data needed.
  • Make the smallest safe change first.
  • Log the action, reason, and expected review date.
  • Escalate if the issue touches policy, inventory, account health, or large budget changes.