- 104% Increased Ad Sales
- #-3.1↓ TACoS
- 2x Increased ROAS
Jeweloporium is a leading online jewelry retailer on Amazon, offering one of the widest assortments in the category with over 100,000 SKUs ranging from everyday wear to premium gemstone pieces. Despite its scale, the brand was struggling with declining sales, inefficient auto campaigns, catalog sprawl, and inventory challenges that limited conversion rates. When Adsify partnered with Jeweloporium in May 2025, we restructured their Amazon strategy end-to-end – building catalog clusters, optimizing listings, deploying precise manual campaigns, and fixing inventory gaps. This full-funnel overhaul enabled Jeweloporium to achieve record-breaking results: sales doubled in 75 days, TACoS dropped by 3.1 points, and ROAS improved by 22%, setting a new foundation for profitable, scalable growth.
Industry: Jewellery & Accessories
Marketplace: Amazon.com
Challenges
- Declining monthly sales despite rising ad spend.
- Overweighted auto campaigns driving low-intent traffic and wasted cost.
- Catalog sprawl (100K+ SKUs): hard to prioritize, budget, and measure.
Adsify’s Approach & Execution
Approach & Execution
1) Catalog Architecture & Prioritization
- Clustered the catalog into design families (studs, solitaires, bands, tennis, etc.) and stone types (moissanite, CZ, natural gems) resulting in 20 master clusters and 78 sub-clusters.
- Built a “Hero–Core–Torso” SKU model:
- Hero (top ~1% / 1,000 SKUs): historically strong velocity & margin-priority for ads and FBA.
- Core (~9% / 9,000 SKUs): targeted scaling with strict efficiency thresholds.
Torso (~90%): index for organic with opportunistic, low-risk acquisition.
2) Listing & Search Optimization
- Revamped the first image, titles, bullets, and A+ for the 1,000 Hero SKUs; standardized attributes (metal, size, stone, setting) to align with high-intent queries.
- Built a keyword library of 1,450 high-intent terms mapped to clusters; deprecated low-quality modifiers.
- Variations & bundling: consolidated duplicates, added size/metal variations to concentrate reviews and improve rank.
Result: blended CTR up ~34–50% on optimized sets; CVR up ~30–45% where delivery promise was also improved.
3) Advertising Strategy Overhaul
- Reallocated spend from Auto 62% → 28%; Manual Exact/Phrase 24% → 55%; Category/Product targeting 14% → 17%.
- Launched clustered campaign architecture:
- Prospecting: generic category & feature terms (e.g., “14k gold hoop earrings”, “moissanite pendant”).
- Competitor & ASIN targeting: surgical conquest on overlap designs.
- Defensive: brand + hero SKUs to protect rank at lower bids.
- Prospecting: generic category & feature terms (e.g., “14k gold hoop earrings”, “moissanite pendant”).
Built 264 new campaigns / 1,180 ad groups for Heroes and Core; paused or merged 97 underperformers.
4) Query Hygiene, Bids & Budget Governance
- Added 3,200 negative terms; culled search terms with >25 clicks and no sales across 14 days.
- Bid rules: tightened placement multipliers; shifted budget daily from low-return ad groups to winners.
- Dayparting light-touch: trimmed overnight spend on high-CPC, low-CVR clusters.
Outcome: CPC down ~15%, wasted spend down ~41%, ROAS up 22%.
5) Inventory & Delivery Acceleration
- Identified 250 Hero SKUs with the largest gap between demand and promise date; coordinated partial FBA and faster FBM SLAs.
- Average delivery promise improved ~5 days (e.g., 9–12 days → 4–6 days) on prioritized SKUs.
- In-stock rate on Hero list improved 82% → 96%; Buy Box win improved 93% → 98%.
Conversion uplift directly attributable to delivery improvements estimated +18–22% on affected SKUs.
6) Measurement & Guardrails
- Weekly scorecard by cluster: TACoS, ACoS, CPC, CVR, ad share, and organic lift.
- Hero promotion guardrail: pause scaling if ACoS > 50% for 7 days or CVR falls 20%; re-enable after listing/delivery fix.
Rank monitoring on 120 priority keywords; moved 78 from page 2–3 into top-10 during the period.
Results in Detail
Spend Efficiency & Sales Mix
- TACoS: 30.0% → 26.86% (–3.14 pts).
- Ad Sales: $12,400 → $27,600 (+123%).
- Organic Sales: $10,592 → $19,304 (+82%).
- ACoS: 55.6% → 45.7% (–9.9 pts).
- ROAS: 1.80 → 2.19 (+22%).
Wasted spend (no-sale queries) –41%.
Catalog Impact
- Top 1,000 Hero SKUs contributed 42% of July revenue (from 28% baseline).
- Core SKUs delivered +38% sales with flat ACoS via exact/phrase harvesting.
- Long Tail held stable sales with –23% ad spend after pruning.
Traffic & Conversion
- CTR: +34–50% on reworked listings and clean keyword sets.
- CVR: +30–45% on SKUs with improved delivery and complete attributes.
CPC: ~15% reduction from bid and query hygiene.
Tools & Data Sources
- Amazon Ads Console, Search Term Reports, Brand Analytics.
- Adsify internal playbooks for catalog clustering, keyword mapping, budget reallocation, and SKU-level profitability tracking.
Amazon business reports for Buy Box, in-stock %, and delivery promise monitoring.
Sellermate, Sellerboard, Helium10 and Adsify’s proprietary tools.
Conclusion
By re-architecting campaigns around catalog clusters, enforcing strict query hygiene, and fixing the operational bottlenecks that throttled conversion, Adsify doubled Jeweloporium’s sales in 75 days while lowering blended TACoS by 3.1 percentage points.
A disciplined Hero–Core–Long Tail model, paired with precise manual targeting and faster delivery, lifted both ad-attributed and organic sales. Jeweloporium now operates with a scalable blueprint for profitable growth across its 100K+ SKU catalog.