We’ll never exceed this ceiling, because we know you’re not profitable past this point.
And, we’ll try to bring down your ACoS towards your target.
If your target ACoS is set low (lower than other similar products), then it will limit your sales.
A 10% ACoS target is very difficult/near impossible to achieve with a healthcare product. We will certainly aim for the 10% target; however, with a target this low, your ad won’t be shown very often because it will only be shown at times where a 10% ACoS is in reach.
The higher you allow your ACoS to go, the more exposure (and potentially sales) you can get.