I don’t run one ACoS target across an account. Every audit we open seems to have
By Elizabeth Greene Junglr · October 25, 2026 · Curated by George's Blog
I don’t run one ACoS target across an account.
Every audit we open seems to have one, usually 30%, applied to everything from auto campaigns to brand name terms.
So you open the bid rules and there it is.
Exact match ranking campaigns, Sponsored Display, branded terms, all graded at 30%.
That’s where I stop and say no.
If I’m ranking on a keyword, I need to tolerate a higher ACoS on it.
A uniform target reads that ranking keyword as expensive and cuts it, then turns around and increases stuff it shouldn’t be increasing.
You end up starving the exact terms you were trying to rank on.
What we do instead starts with the intent of each strategy bucket.
Auto campaigns?
I don’t want crazy high ACoS targets on those.
Why would I ever allow that to happen, right?
Sponsored Brands Video, maybe I go more aggressive.
Sponsored Display, heck no.
It can work, but I’m not going to lose money on it.
Branded terms get their own benchmark, wherever they sit.
Notice I said terms, not campaigns, because we inherit really messy structures where somebody put a branded term in a non-branded campaign.
So if the account target is 30%, branded might sit at 15%, maybe 20%.
I want those well below break-even.
We should already have really high conversion rates on shoppers searching our name.
Then the algorithm sorts targets inside each bucket into performance buckets, high, low, and so on, and the optimizations happen from there.
The picture I’m working toward is an account where every product has a clear job.
Some products need to be protected or cleaned up, and some need more investment or less.
A founder who can look at that and know why each bid is where it is, without running the campaigns themselves.
We manage your ads SKU by SKU, and each product’s margin and stage decide how hard we bid.
If you’re spending at least $10K a month on ads and your account feels too messy or too reactive to control, book an Amazon Ads Diagnosis Call here:
https://lnkd.in/ezHfmCsG
We’ll look at where the account is now and what’s holding it back.