What changed
Automated bidding learns from conversion volume at the campaign level. Fragmenting an account into many small campaigns divides that data until nothing learns.
Now harmful
- Single-keyword ad groups — a manual-bidding technique that now splits data pointlessly.
- A campaign per product in a large catalogue.
- Dozens of tiny campaigns organised by theme rather than by economics.
Still correct
- Brand separated from non-brand. Always.
- Countries separated.
- Segmentation by margin or performance tier, so budget can follow profit.
- Prospecting separated from remarketing.