TACoS down 34%, revenue up 32% in 45 days

Mission

Bid Bison
Bid Bison

Background

A mid-market outdoor gear brand was stuck in an ad-dependence loop. Sales were steady, but organic rank kept slipping. TACoS sat at 13.8%, margins were tight, and the team was afraid to cut spend.

Challenge

  • Bloated keyword lists driving irrelevant clicks

  • Auto campaigns not mined into manual sets

  • Budgets spiking at wrong hours; no dayparting

  • Placement multipliers set blindly, not by conversion data

  • No profit view (fees, COGS) behind ROAS targets

Solution

The brand switched to BidBison to manage bids and budgets from a profit lens.

Step 1: Guardrails for spend control

Capped CPCs on low-intent queries and throttled placements with poor MoAS (margin on ad spend).

Step 2: Rank defense + growth mix

Split budgets into branded defense and non-brand growth; prioritized SKUs with inventory and review strength.

Step 3: Harvest and negate

Auto → manual promotion of converting terms; added precise negatives to stop bleed.

Step 4: Smarter timing and placements

Applied daypart bid multipliers to match conversion windows; tuned Top of Search only where it paid back.

Step 5: Profit-based targets

BidBison aligned keyword bids with contribution margin after Amazon fees and COGS, not just ROAS.

Results (45 days)

  • TACoS: 13.8% → 9.1% (-34%)

  • Revenue: +32% with flat ad budget

  • ACoS: 29% → 22%

  • Wasted spend: -41%

  • Organic rank: median +12 positions across top 20 terms

  • Time saved: ~8 hours/week on manual tweaks