For many sellers, lowering ACoS (Advertising Cost of Sales) feels like walking a tightrope. Cut bids too much, and traffic drops. Push ads aggressively, and profits disappear. The real challenge isn’t just reducing ACoS—it’s doing so without sacrificing visibility or sales momentum.
This is where smart strategy and expert e-commerce account management services make the difference.
1. Understand What’s Driving Your ACoS
Before making changes, identify where your ad spend is leaking:
Poorly converting keywords
Broad targeting without intent
Ads driving traffic to weak listings
High bids on low-margin products
Effective marketplace account management starts with data—not guesswork. Knowing which campaigns actually contribute to profitable sales is key.
2. Focus on Conversion, Not Just Clicks
One of the biggest mistakes sellers make is trying to lower ACoS by reducing traffic. Instead, improve conversion rates, so the same traffic generates more sales.
Actions that help:
Optimise product titles, bullet points, and images
Improve pricing and offers
Use A+ content or enhanced brand content
Align ad messaging with the product detail page
Strong listings supported by professional ecommerce account services naturally bring down ACoS without reducing reach.
3. Refine Keyword & Search Term Strategy
Not all traffic is good traffic. Cutting waste while keeping high-intent buyers is crucial.
Best practices include:
Regularly adding negative keywords
Shifting budget from broad to exact and phrase match
Identifying high-converting search terms and isolating them
Reducing spend on keywords with high clicks but no sales
This level of optimisation is a core part of expert marketplace account management services.
4. Segment Campaigns by Performance
Grouping everything into one campaign makes optimisation impossible. Instead:
Separate branded vs non-branded keywords
Run individual campaigns for top-selling ASINs
Isolate high-ACoS products from profitable ones
Clear segmentation gives better control over bids and budgets—helping lower ACoS while maintaining traffic quality.
5. Adjust Bids Strategically, Not Aggressively
Slashing bids across the board often kills impressions. A smarter approach:
Lower bids only on underperforming placements
Increase bids where conversion rates are strong
Use placement reports to optimise top-of-search performance
Professional account management services focus on precision—small changes with big impact.
6. Scale What’s Working, Pause What’s Not
Lowering ACoS isn’t about doing less—it’s about doing more of what works.
Increase budgets on profitable campaigns
Pause ads that consistently miss ROAS targets
Reinvest saved spend into high-return products
This balanced scaling approach ensures traffic stays healthy while efficiency improves.
Why Expert Account Management Matters
Lowering ACoS without losing traffic requires:
Daily monitoring
Deep marketplace knowledge
Listing and ad strategy alignment
Data-driven decisions
That’s why brands rely on specialised e-commerce account management services and marketplace account management partners—to protect visibility, profitability, and long-term growth.
Final Thoughts
ACoS optimisation isn’t about cutting ads—it’s about running smarter ads. When listings, targeting, and bidding work together, you can reduce ad costs while keeping traffic and sales strong.
If you’re aiming for sustainable growth across marketplaces, investing in expert ecommerce account services and reliable account management services can be the difference between flat results and scalable success.