The fix for a 32% TACoS was hiding in a column nobody checked. I was in a client
By Elizabeth Greene Junglr · October 24, 2026 · Curated by George's Blog
The fix for a 32% TACoS was hiding in a column nobody checked.
I was in a client’s campaign view and clicked Columns, then Customize columns, and added the one that shows your campaign bidding strategy.
(It used to be a lot harder to find.)
In this account, it said “Dynamic bids – up and down” across a whole bunch of campaigns.
Nobody had chosen that.
It’s Amazon’s default when you launch campaigns through the ad console.
And it gives Amazon permission to raise your bids up to double in real time whenever the algorithm thinks a shopper might convert.
Including on broad match and auto...where you really don’t want it.
That account was stuck at 32% TACoS.
The team kept doing bid optimizations and kept wondering why ACoS wouldn’t come down.
Meanwhile the answer was sitting in a setting they never looked at.
So we went through and changed the bidding strategies:
1. Dynamic bids down only on most campaigns
2. Up and down ONLY where a campaign had proven history
TACoS dropped to under 10% in 3 weeks, without hurting total sales.
Honestly, one look at that column when those campaigns were first launched would have caught it.
When I open that same column in our own account now, the default reads “Dynamic bids – down only.”
The few campaigns still on up and down are there on purpose.
Like the one sitting at a $1.13 CPC with really strong conversion rates and a 13% ACoS.
Go check your column 👀