Understanding ACoS vs TACoS
ACoS (Advertising Cost of Sale) measures ad efficiency. TACoS (Total Advertising Cost of Sale) shows how ads impact overall revenue — the metric that truly matters.
Campaign Structure Best Practices
Separate campaigns by match type, product category, and funnel stage. Use auto campaigns for discovery and manual campaigns for optimization.
Keyword Harvesting
Regularly transfer winning search terms from auto campaigns to manual campaigns with optimized bids. This is the single most impactful PPC practice.
Negative Keyword Strategy
Create shared negative keyword lists for irrelevant terms. Review search term reports at least weekly for high-spend, low-conversion terms.
Bid Optimization
Adjust bids based on placement data. Top of search placements often have higher conversion rates and justify higher bids.
Sponsored Brands & Display
Once Sponsored Products are profitable, expand to Sponsored Brands for branded search dominance and Sponsored Display for retargeting.
Frequently Asked Questions
What's a good ACoS target?
It depends on your margins. Most successful sellers target 15-25% ACoS for established products and accept 30-50% during launch phases.
How often should I optimize PPC?
Daily bid adjustments, weekly search term reviews, and monthly campaign structure reviews is our recommended cadence.