Improve your Advertising Cost of Sales (ACoS) by optimizing your campaigns

Consider the following strategies to help improve your ACoS for Headline Search Ads and Sponsored Products with Manual Targeting campaigns

1. Lower bids on keywords with high ACoSIdentify keywords with high ACoS and lower your bids to just below the average cost per click. This drops the maximum amount you’ll pay for a click while still driving traffic with these keywords.
   
   
   
2. Optimize keywords and match typeIf your broad match keywords are driving up your ACoS, add them with phrase and exact match to drive more precise but highly relevant traffic. Consider pausing keywords that continue to receive a high number of clicks but low sales, or keywords you don’t want associated with your brand. You can also add them as negative keywords to your manual Sponsored Products campaigns to minimize irrelevant traffic to your ads.
   
   
   
3. Increase bids on high-performing keywordsIn the Keywords tab, sort by sales to identify keywords that are driving sales and also meeting your ACoS goals. Raise your bids on these successful keywords and add them as broad match to target additional qualified traffic. Also consider if there are additional similar keywords you can add to your campaigns.
   
   
   
4. Set up ad groups by ACoS goalProducts that have a higher margin may be able to sustain a higher ACoS, while lower margin products may have stricter ACoS targets. Consider placing products that have similar ACoS objectives in the same ad group to allow you to fine-tune your advertising.
   
   
   
5. Enhance product detail pagesCompelling product detail pages will help customers learn about your products once they have clicked on your ad and will encourage them to make a purchase. To optimize your product detail pages, include high-quality images that give customers a clear understanding of your item. Also ensure you have a tailored product title, bullet points, and description that draw attention to exciting and compelling product features.
   
   
   
6. Test more compelling headlines and imagesConsider testing different headlines and images in your Headline Search Ads to see which drive the most relevant traffic and lead to sales. Run a test by setting up 2 identical campaigns and changing the headline or custom image. Try incorporating calls to action, top performing keywords, and other compelling language into your headlines, as well as a variety of product images in different orders, to see which drive the best results.