What's a healthy ACoS/TACoS target, and how do I actually calculate it?
A workable formula is target ACoS = your gross margin % minus the organic profit % you want to keep, so a 40%-margin product might target 15-20% ACoS for a healthy return, while a brand-new launch can justify accepting 30-35% ACoS purely to build ranking and reviews. TACoS (total ad spend as a percentage of total revenue, ads plus organic) is the better long-term health metric since it should trend down as your organic rank improves and ads do less of the heavy lifting. Don't chase a single 'good' ACoS number you read online, Indian CPCs have climbed 40-80% over the past few years, so your own margin math has to drive the target, not a benchmark.
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3 resources, 2 India-specific, 3 link-checked.
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✓ Link checkedIndiaFreeIntermediate
One of the few PPC guides written specifically against Amazon India's CPC and competitive environment rather than US benchmarks that don't translate directly.
A budget-setting-focused companion to the EcomSarthi guide, useful specifically for founders trying to figure out what minimum ad budget makes sense before launch.
A more independent third-party review of Perpetua than the vendor's own site, useful to sanity-check the sales pitch before you commit budget to a PPC automation subscription.
