How a health and personal care brand cut Amazon ACOS from 49.74% to 41.94% in one week

01The challenge

A health and personal care brand came to us with ads that were working but expensive. ACOS sat at 49.74%, so close to half of every dollar of ad-attributed sales went straight back into ad spend.

TACOS told the same story from the other side. At 24.39% of total sales, advertising was taking a large share of the whole account, not just the ad-driven slice.

02The approach: The ACOS Trim-and-Push

The ACOS Trim-and-Push is two moves run together. Trim the bids and targeting that cost more than they return, then push the freed spend toward what converts, and keep checking until the efficiency holds.

1. Tighten bids and targeting

   Optimized campaign bids and targeting to improve advertising efficiency, so spend stopped flowing to placements and terms that were not paying back.

2. Push toward conversions

   Focused spend on driving more PPC sales and conversions, putting the budget behind the campaigns that were turning clicks into orders.

3. Monitor and adjust

   Watched performance through the week and adjusted campaigns as the numbers moved, taking ACOS from 49.74% to 41.94%.

03The results

Over one week, ACOS improved from 49.74% to 41.94%. PPC sales grew by $2,471, from $4,723 to $7,194. Total sales grew by $4,633, from $9,631 to $14,264. TACOS fell from 24.39% to 21.15%.

Why it worked: efficiency and volume moved together. Cutting the waste did not shrink the account, because the spend that remained was pointed at what converts. Total sales grew faster than ad sales, which is why TACOS improved too.

04FAQ