Strategy & Profit
How to Lower TACoS Without Killing Growth
Why we sometimes target a higher ACoS to win a better TACoS — and how Schaaf Tools grew revenue doing exactly that.
Vadim Soin9 min read
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ACoS is a campaign metric. TACoS is a business metric.
ACoS tells you how efficient your ads are in isolation. TACoS tells you how dependent your whole business is on advertising. You can have a beautiful ACoS and a TACoS that quietly climbs every month.
The goal is not the lowest ACoS. The goal is the most profitable total business.
Pay for rank, then harvest it
On your highest-volume keywords, accepting a higher ACoS for a few weeks can move you from page two to the top five organically. Once you hold that rank, organic sales carry the load and TACoS falls.
This is precisely what we did for Schaaf Tools: they moved up the ranking on their biggest keyword and grew revenue.
Cut the leaks first
Rank pushes only work when the rest of the account is clean. Remove zero-order search terms, consolidate overlapping campaigns and stabilize budgets before you get aggressive.
