A launch that held TACOS under 9% from month two
A brand relaunch with a tight budget: ads were allowed to lose money for four weeks, then had to pay for themselves. TACOS settled at 8.7% by month two and the ASIN kept page one.
Published February 9, 2021
The challenge
The brand had relaunched the product with new packaging and lost its ranking history. The owner's rule was clear: a four-week ranking push, then no more than 10% of total sales on ads.
What we did
- Week one to four: exact-match campaigns on the six keywords with the highest purchase share, bids above break-even on purpose, budget capped daily.
- Week five: bids stepped down to the break-even ACOS; spend moved to the three keywords that had reached page one.
- Weekly search-term harvesting into exact campaigns; negatives added every Monday.
The results
TACOS 8.7% in month two, 7.9% by month four. Organic share of sales rose from 31% to 64%. The product stayed on page one for all six launch keywords through the year.
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