What strategies can be used to improve ROAS/ACoS?

First we need to determine what a healthy ACOS/ROAS is given your business and goals. Once a healthy ACOS/ROAS level is determined, we go to work custom building a campaign structure that works for your needs and delivers results. However, ACOS or ROAS might not be the best KPI to optimize for depending on what your ecommerce goals are!