Account is sitting at a total ACoS everyone's happy with.
By Elizabeth Greene · September 24, 2026 · Curated by George's Blog
Account is sitting at a total ACoS everyone's happy with.
Revenue is flat.
And when you stop looking at the keywords being targeted and pull the search terms instead, a huge chunk of the spend is going to the brand name.
Tens of thousands a month, sometimes, on shoppers who typed the brand in on purpose.
A brand that's been on Amazon for years comes in and their agency says the answer is to spend more.
Nobody's pulled the search terms first.
That's what happens when you've built a reputation.
The branded terms convert beautifully and the account quietly reorganizes itself around the cheapest conversions available.
You're cannibalizing traffic you already had.
You can bring branded spend down by more than half and keep defending the name.
The rest goes to non-branded, with an actual ranking structure behind it, and total ACoS stays under where it was, and that's when growth showed up.
Separate the account by intent.
What's brand defense, what's ranking, what's non-branded discovery, what's low bid harvesting.
When those are mixed together you can't read the account, so you react instead.
Spend goes up and TACoS rises, so you panic and pull back, sales drop, and you push again inside an account with no structure to scale inside of.
Go pull your search terms and add up what's going to your own brand name.
The actual queries, at the query level, whatever you named the campaign.
What's that number sitting at right now?