ACOS vs. TACoS: Why Neither One Alone Tells You If Your PPC Is Working
ACOS vs TACOS is the wrong question if you’re only picking one to watch. A client once told us they’d capped every campaign at a hard $1.20 CPC ceiling, because that’s what “kept things profitable.” Six months later, growth had completely stalled. The ceiling wasn’t protecting margin — it was strangling the account. Nobody had […]
