C4 Lowering ACoS without losing sales
We pull the levers in the order that protects your sales volume: waste first, structure last.
Read this flowchart as text
- Objective: reduce ACoS without losing sales
- 1 · Stop waste: negative exact zero-sale terms (clicks ≥ 15); negative-phrase off-intent roots
- 2 · Placement: shift modifiers to best-converting placement (B18)
- 3 · Bids: −10–25% on above-target terms; keep winners
- 4 · Graduate: move converting terms to exact for CPC control (B14)
- 5 · CVR: fix the page — main image, A+, reviews, price (Part B)
- 6 · Structure: one portfolio per parent; split ad groups by intent; day-parting where night-time converts poorly
- 7 · Organic shift: taper spend on terms ranked top-3 organically
- ACoS ↓ 20–40% within 60 days; sales ≥ 90% of baseline
What you get: lower advertising cost while keeping most of your sales. Cutting bids blindly lowers ACoS and sales together; this ladder protects volume.