From 102% to 27.85% ACOS — A 45-Day Book Promotion Turnaround That Delivered 1,693 Orders

We began by conducting a comprehensive audit of the ad account. The original campaign structure was fragmented, with overlapping keywords and multiple auto campaigns cannibalizing spend. We paused all active ads and rebuilt a clean campaign infrastructure from the ground up — focused, lean, and performance-driven.

 

Campaigns were divided by keyword intent: branded, generic, and competitor-based. We created manual campaigns with exact and phrase match targeting only, to ensure we had full control over traffic. Broad match and auto were removed from the initial phase to preserve budget and increase relevancy.

 

We carried out in-depth keyword research using Helium 10, Publisher Rocket, and Amazon Brand Analytics. Our focus was on long-tail, buyer-intent keywords relevant to the book’s category. Each keyword was carefully vetted for both commercial potential and keyword-to-product alignment.

 

We implemented aggressive negative keyword filtering early on. Reviewing past search term reports, we identified dozens of irrelevant or low-intent queries that had consumed budget. By blocking these terms, we reduced wasted clicks and improved the quality of incoming traffic.

 

ASIN targeting was used to capture readers already browsing similar books. We targeted competitor listings with higher prices, weaker reviews, or low-quality covers. This tactic allowed us to gain visibility and conversions at a lower cost than keyword bidding in saturated spaces.

 

Bid management became a daily task. Using both manual oversight and AI-enhanced analytics tools, we adjusted bids based on performance. Keywords performing well at low ACOS were gradually scaled, while inefficient terms were reduced or paused entirely. This kept spend controlled while maximizing profitable reach.

 

We worked closely with the client to align the product listing with our ad strategy. We optimized the title, subtitle, description, and A+ content to match the tone and keywords used in the ads. This ensured a seamless experience from click to conversion and boosted the listing’s trustworthiness.

 

We ran a scheduled 7-day promotion mid-campaign to boost momentum. Tied to top-performing ads, this deal pricing increased urgency and conversion, which in turn improved organic rank and ad performance even after the promo ended.

 

Our strategy also included audience retargeting using Sponsored Display. We re-engaged users who had visited the book page but didn’t purchase, converting them at a lower CPC than initial clicks. This added an extra layer of profitability and recovery.

 

To maintain focus, we prioritized budget for the top 20% of keywords driving 80% of results. This allowed us to push volume without increasing overall spend. Campaigns were optimized for placement bidding only where it made sense — mostly top-of-search for exact match keywords with proven ROAS.

 

Throughout the 45 days, we provided the client with transparent weekly reporting. This included breakdowns of ACOS, CTR, CPC, keyword rankings, and conversion insights. Our regular communication not only built trust but also gave the client confidence in every decision made.

 

By the end of the campaign, we had achieved what once seemed impossible: ACOS dropped from 102% to 27.85%, total sales hit $32,720, and we delivered 1,693 orders from a $9,112 ad spend. The client was so satisfied with the results that they signed on for long-term management — ready to launch more titles with our team.