The arithmetic first
Work out gross profit per order, then ask whether a click in your niche costs enough that you would need an implausible conversion rate. Often the answer is yes, and no bidding strategy changes it.
Raising AOV is usually easier than lowering CPA
- Bundles and multi-buys, priced so the bundle is the obvious choice.
- Free shipping thresholds set just above current AOV.
- Post-purchase upsells — and make sure the value is passed back as conversion value, or your best orders look average.
Channel choice matters more
Search on high-intent long-tail is usually the only viable start. Broad discovery channels need margin to absorb the learning, and low-AOV stores do not have it.