How do we scale our business while maintaining a desirable ACOS?
1. EB quickly noticed a few problems that were holding them back:
• Broad match-focused focused campaigns
• No consistent keyword discovery process
• No individual keyword bid optimization
Broad Match Campaigns:
• Campaigns that rely on broad-match keywords sometimes perform well. They had keywords with 1, 3, 8, and 14% ACOS, each with hundreds to thousands of dollars in Ad Spend.
But remember, just because a campaign is good, doesn’t mean it’s optimized!
• Broad match-focused campaigns create a few hindrances:
1. Wasted ad spend
2. Bad CTR
3. Missed revenue opportunities
• For most accounts, their greatest woe is low frequent keyword bid optimization. To those who understand PPC, no bid optimization sounds farcical! I know that every keyword performs differently, and therefore is worth a different bid.
• In my case, some keywords had under 30% ACOS while others were well over 200%. My goal was to optimize each individual keyword’s bid for maximum visibility and revenue.
• I implemented a perfect bid for every keyword. I did this for every single keyword in every one of their campaigns.
• By bidding more aggressively on lower ACOS keywords, I was able to squeeze out as much revenue as possible. This strategy made their total ACOS rise by 2 points.
But Remember.
“Most of the time, people want more revenue at a target ACOS, not less revenue at a lower ACOS”
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