Seeking assistance to reduce PPC ACOS.

@zachary-hofbauer Sure, I can help you!

Acos can be reduced by improving CVR.
Acos can be reduced by lowering Bids.
Acos can be reduced by Negating Keywords that are getting clicks and not converting or their CVR is low.
Acos can be reduced by targeting the relevant keywords that converts well
Acos can be reduced by controlling the waste ad spend, don't run auto campaigns or don't do broader targeting.

Your Product Price, CPC and CVR are one of the crucial factors that contribute to ACOS.

Scenario#1 change in CPC
A $10 product with $2 CPC and 25% CVR the ACOS is 80%
A $10 product with $1 CPC and 25% CVR the ACOS is 40%

Scenario#2 change in CVR
A $10 product with $2 CPC and 33% CVR the ACOS is 60%
A $10 product with $1 CPC and 33% CVR the ACOS is 30%

Scenario#3 change in Price
A $15 product with $2 CPC and 25% CVR the ACOS is 53%
A $15 product with $1 CPC and 25% CVR the ACOS is 26%

Disclaimer;

All the above factors varies from product to product & category to category and also the Phase of product. May be at launch phase your CPC is high with less reviews and less CVR and it varies in growing and scaling phases. The low price products have highest CVR and also high CPC, on the other hand the high priced product like $100 have low CVR and also low CPC.

So, in my opinion instead of ACOS you should focus on TACOS, Total Ad spend/Total revenue. If your organic ranks are improving then don't  worry about ACOS focus on TACOS. you don't control two
factors CPC and CVR, you can achieve CVR upto certain level and CPC is not in your control.

We experienced a product with $13.99 price with Avg $4 CPC and 25% CVR with $5 profit margin per Unit. we are spending $16 to get a sale and loosing $11 per unit for every sold. Here we need 1 ppc Sale and 2 organic sales to reach at breakeven.

We analysed the Client budget and amount of money to loose to rank organically because you can't sustain in these type of scenarios with PPC Sales.

Disclaimer#2
All your budget or effort will go in vein if you ranked but not sustain, so analyse the competition carefully and your inventory and budget planning as well.

Your product doesn't fail, strategy does!