Campaign Profile Basics

Decathlon has three standard Campaign Profile definitions:

Growth: 

Growth profile will prioritize sales growth by bidding more aggressively on keywords, adding new keywords at a faster rate, and maintaining minimal spend levels. Growth profiles are good for new product launches, jump-starting a stalled campaign or supporting an aggressive business strategy, like increasing market share. Growth campaigns will sacrifice some ad spend profitability in favor of increased sales.

Profit: 

Profit profile will prioritize ad spend profitability by bidding on keywords conservatively, adding new keywords only after multiple orders and reducing spending on any parts of the campaign that are not meeting profit goals. Profit profiles are good for product lines that require a minimal amount of promotions or to support strategic programs like inventory liquidations.

Balance: 

Balance profile attempts to maintain or incrementally grow sales while sticking close to the profit targets for the campaign. Balance profile sits between Growth and Profit so it will manage your campaign for a little bit of growth at reasonable costs. A balance profile is commonly applied to established products or to products that need to maintain their visibility to keep competitors are bay.