Reduce ACoS: A Practical 7-Step Framework

High ACoS drains margins and confidence. The good news: most accounts can achieve predictable reductions with a structured approach. Here is a practical seven-step framework we use across Indian marketplaces for Amazon PPC management India.

Step 1: Baseline. Capture spend, sales, ACoS, CTR and CVR by campaign and placement. Identify your top spenders and non-performers. Step 2: Search term mining. Pull reports, map terms to intent and move converting terms into exact/phrase ad groups. Step 3: Negatives. Add irrelevant and low-CTR terms as negatives. Use phrase negatives to protect brand campaigns from leakage.

Step 4: Bid rules. Define floors and ceilings per match type. Increase bids on high-converting search terms and reduce on low CTR terms. Step 5: Placement tuning. Allocate placement multipliers to top slots only when CVR is high. Step 6: Dayparting. If budget allows, pace bids through the day to protect profitability. Step 7: Creative refresh. Update images and copy to improve CTR, a powerful ACoS lever.

Execution rhythm: review weekly, iterate based on new search term data, and guard budgets with caps. Over 4–6 weeks, the ACoS curve typically bends downwards while sales stabilize. If you need help, book a free seller account audit India and we will share an actionable plan.