ACoS reduced by 53% in one month with steady PPC sales

Category: Jewelry 

Brand overview 

Celestara Jewelry offers elegant, Italian-inspired pieces with a modern touch. Their products are high-quality, hypoallergenic, and people love to wear them. Despite selling excellent products, Amazon ads weren’t getting good results. They were spending too much on ads without enough return. That’s when they partnered with eStore Factory for a focused strategy. Just one month later, their ACoS dropped by 53%, and PPC sales increased by 24%.

Challenge

Celestara’s PPC campaigns were not performing well, with a high ACoS of 81.53%. Despite good organic visibility, their total sales were declining. They needed a better approach to improve ad performance and reduce wasted spend. They required a better structure to their budget allocation, especially across products with wide pricing differences.

Approach 

To achieve the desired results, we focused on smarter budget use, better bid control, and tracking performance clearly. Here's what we did:

• Divided campaigns based on product price, which helped us track performance more effectively.

• Focused more on high-priced products to get better sales with lower spend, leading to a stronger return on ad spend.

• Allocated the majority of the budget to the high-price category portfolio, which drove higher revenue from fewer clicks.

• Added negative keywords to stop ads from showing on irrelevant searches and save money, which improved overall ad efficiency.

• Adjusted bids and gave more budget to the campaigns and keywords that worked best.

Achievements 

May 2025

Total sales: $5,151
PPC sales: $2,555
ACoS: 81.53%

June 2025

Total sales: $4,126.96
PPC sales: $3,164
ACoS: 38.47%