From 145% to 26.66% ACOS — A Book Ad Transformation in Just 60 Days

We started with a deep-dive audit of the client’s entire ad structure, history, and keyword data. Their account had multiple overlapping auto campaigns, inconsistent bidding, and a complete lack of negative keyword usage. We immediately paused high-ACOS campaigns and prepared a clean rebuild centered on proven tactics.

 

We designed separate manual campaigns segmented by keyword intent: branded, generic, and competitor-focused. This gave us full control over spend allocation and keyword testing. For each category, we applied exact and phrase match types only — avoiding broad match, which had previously burned budget with little return.

 

We conducted advanced keyword research using Helium 10 and Publisher Rocket, identifying underused long-tail keywords with strong purchase intent. These were carefully mapped to their respective campaigns and ASINs. We focused on quality over quantity, keeping keyword lists lean to ensure each one was tracked and optimized in real-time.

 

Within the first 48 hours, we built aggressive negative keyword lists to block irrelevant traffic. Search term reports from previous campaigns showed dozens of wasteful clicks. By filtering these out, we immediately improved the click-to-sale ratio and brought CPC down by 30%.

 

We then implemented ASIN targeting campaigns to capture competitor traffic. We specifically targeted books in the same niche with higher pricing, lower reviews, or poor cover design. These campaigns generated high-converting clicks from readers who were already deep in the buying mindset.

 

Bid optimization was handled daily during the first week. Keywords were evaluated based on ROAS and ACOS. Strong performers were given moderate bid boosts and placement multipliers, while underperformers were paused or capped to control cost. This hands-on approach stabilized the campaign faster than automation alone.

 

Simultaneously, we worked on improving the book’s listing. We audited and enhanced the title, subtitle, and A+ content to better match the search intent of our target audience. This not only improved conversion rates but also reinforced the messaging we used in the ads.

 

To further accelerate performance, we timed a 5-day promotional price drop that aligned with our most effective keyword campaigns. This created a temporary surge in clicks and conversions, lifting the book’s organic rank and boosting its credibility with Amazon’s algorithm.

 

Our reporting and communication approach helped calm the client’s nerves. We provided twice-weekly updates showing keyword ACOS, CPC, impressions, and sales, along with action steps. This transparency helped the client feel re-engaged, informed, and confident for the first time.

 

By the end of just two weeks, the results were clear: ACOS dropped from 145% to 26.66%, sales reached $23,642, and spend remained lean at $6,303. The author not only recouped lost momentum but regained belief in their book — and in the power of the right marketing partner.