Hi there, thank you for your comment! Theoretically what you said makes sense, but what we meant to say is, that it is very rare to see a Decreasing TACoS and Increasing ACoS trend.

You make a fair point though, so we will edit our article to reflect that. Thank you for reading, and for leaving us a comment!

This isn’t true. Imagine an ad campaign with one keyword. You spend $100 in one month and $101 the next month. You drive the same number of paid sales so your ACoS has increased. However your organic sales have increased by more than $1 so your TACoS is down.