ACoS looks fine but profit is flat? That usually means ads are buying sales you would have made anyway. I rebuild Sponsored Ads around total account profit, then run them myself every week.
ACoS only measures ad sales against ad spend. It can look healthy while ads cannibalize organic orders and total profit slides. TACoS divides ad spend by total sales, so it shows whether advertising is actually growing the business.
My approach is the one laid out in my TACoS-first Amazon PPC management playbook: separate campaigns by job (research, ranking, defense, profit), give each one its own target, and move budget to whatever lowers TACoS while sales grow. New to the basics? Start with what Amazon PPC is and the two goals every campaign serves.
Campaign structure rebuilt by goal and match type, with wasted spend, duplicate targeting and cannibalization removed.
Search term reports, Search Query Performance (SQP) data and competitor research turned into a keyword plan, with winners promoted and losers negated weekly.
Bids set from conversion rate, margin and placement data. Budgets moved weekly to the campaigns that lower TACoS. See how bids set what you pay per click.
Brand defense, category conquesting and retargeting, including newer formats such as Sponsored Brands automatic collections.
Amazon's newer AI-based targeting options are tested in controlled campaigns before they get real budget.
Weekly updates and a monthly report covering TACoS, contribution margin and organic rank, not just clicks and spend.
Bulk file and search term review, TACoS by ASIN, and a margin check on every advertised product.
A target TACoS per ASIN, a campaign map and a 90-day restructure plan.
Rebuild in phases so sales hold, then weekly optimization of bids, negatives and budgets.
Ad spend tied to net margin and organic rank, every week.
Audit, margin targets per ASIN, and clean-up: wasted search terms negated, duplicate targeting removed, budgets moved off campaigns that lose money.
New campaign structure built and ramped in phases. Proven keywords move into exact-match campaigns with their own bids and budgets.
Weekly optimization against the TACoS target, Sponsored Brands and Display added where margin allows, and the first full month of margin-based reporting.
An intimate care brand was spending too much to hold its sales. A full campaign restructure brought TACoS from 20.56% to 13.34%, while monthly sales grew from about $57K to a $112K peak.
Read the full case study →Most accounts start between 18% and 25% TACoS and settle into the 12% to 15% range within 90 to 120 days of a restructure. The first month is mostly clean-up, so expect the bigger moves in months two and three.
Not if it is done in phases. New campaigns are built and ramped before old ones are paused, so the account keeps its traffic while the structure changes.
I work in the Amazon Ads console and bulk files, and with tools such as Helium 10, DataDive, Pacvue or Perpetua when your account already uses them. You do not need to buy new software to work with me.
ACoS is ad spend divided by ad sales. TACoS is ad spend divided by total sales, including organic. TACoS shows whether ads are growing the whole business, which is why I manage to it.
Yes. All three Sponsored Ads types are in scope. Video creative comes from you or your designer; I plan, launch and optimize the campaigns.
Send me the basics and I will tell you where I see the biggest opportunity. If it is not a fit, you still leave with a clear list of what to fix first.