Amazon Account Turnaround: 230% Sales Growth at 7.2% TACOS

The situation

The client came to me with an account that was selling, but not growing. Organic visibility on the core keywords had slipped, the ad account was a tangle of overlapping campaigns bidding against each other, and ACOS looked acceptable only because spend was too low to matter. The founder wanted growth, but had been burned before by agencies that grew sales by spending the margin.

What we did

1. 1

   Campaign restructure

   I rebuilt the advertising account from the ground up: one clear purpose per campaign, exact-match campaigns for the keywords that drive rank, separate campaigns for harvesting, and negatives applied consistently so the same search term stopped being bought three times. Budgets were reallocated to the SKUs and terms with the best conversion rates.

2. 2

   Listing quality

   Titles, bullets, and backend search terms were rewritten for the terms the ads were now targeting, so paid traffic landed on pages that converted. Images were reviewed at thumbnail size and the weakest ones replaced. Claims language was cleaned up to remove suppression risk.

3. 3

   Targeting discipline and TACOS as the scoreboard

   Instead of managing to ACOS, which rewards under-spending, the account was managed to TACOS: total ad spend as a share of total sales. That let paid spend scale aggressively where it was lifting organic rank, while keeping the whole account's profitability in view every week.

The results

Sales grew 230% year over year. The account produced more than $105,000 in additional profit over the period, and TACOS finished at 7.2%, which means the growth was driven by organic rank as much as by ads. Ad spend went up in absolute terms, but sales went up faster.