Camille
Boosting Sales and Slashing ACoS During the Peak Trading Season: An Amazon Optimization Success Story
Camille specializes in selling their own branded women’s clothing, including pyjamas, dressing gowns, lingerie and underwear.
They approached Fluid Marketplaces to help boost sales while maintaining profitability, particularly over Q4.
Amazon Markets
- Amazon UK
The Challenge
Camille faces a yearly issue where they increase spend in Q4, primarily in November & December, and then run into issues with high ACOS.
This makes the advertising unprofitable, despite seeing an increase in sales.
In approaching Fluid Marketplaces, their goals were to:
- Increase sales: Continue the yearly increase in sales using advertising as a main revenue driver
- Boost product sale ranking: Use ads to increase the sale ranking of their products to increase organic sales
- Achieve a profitable ACoS: They set an ACoS target of 20% for November and a 10% for December
Services
The Solution
Fluid Marketplaces created a plan focusing on historic data to optimize campaigns efficiently while boosting advertising sales. The plan included:
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Focus on High-Performing Products: Prioritize top performing products to boost their sales ranking
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Campaign Creation: Create more campaigns to expand visibility of the products with the use of Sponsored Products, Display and Branded Advertising campaigns
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Leverage Seasonal Insights: Due to the seasonal product range, highlight previous top performing products and campaigns early on to focus on creating yearly revenue increases
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Campaign optimization: Being wary of the increased traffic over Q4 and Christmas, the plan was to reduce high spend and high ACOS keywords to focus entirely on top performing keywords
The Work
The advertising campaign was structured across three key phases:
Phase 1
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Product Selection: We identified previous well-performing products using Seller Central Reports, along with reviewing historic advertising campaigns. Alongside this, the client picked out products they wanted us to focus on
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Keyword Strategy: Reviewed historic campaign data to pick out top performing keywords. Used additional tools to find popular terms to target that would help boost visibility of the products to the correct audience
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Creative Creation & Campaign Strategy: Using a mix of Sponsored Product, Display and Branded campaigns, we focused on capturing customers' attention by ensuring we were at the forefront of their searches with sponsored ads to control the top spaces of search results. Alongside this, we created new imagery for the Sponsored Brand campaigns to be more eye-catching and demonstrate Camille’s product range
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Optimization: Due to increased traffic during their peak season, we wanted to ensure the budget wasn’t being wasted on underperforming keywords and products. We aimed to focus entirely on top performing keywords with increased bids
The Results
By refining product selection, leveraging data-driven keyword strategies, and optimizing ad spend, Camille’s performance on Amazon in Q4 2024 was marked by improved PPC efficiency and solid sales gains across organic and advertising channels. This has set them up for a strong 2025.
YoY, in November 2024, Camille saw impressive growth:
- 34.2% increase in total sales
- 89.2% increase in PPC sales
- 31.9% reduction in ACoS, indicating a more efficient PPC strategy
- 10.3% increase in organic sales
YoY, December 2024 was even stronger:
- 50.27% increase in overall sales
- 116.7% increase in PPC sales
- 37.58% improvement in ACOS MoM
- 32.4% increase in organic revenue
- 17% increase in organic orders
- 13% increase in Average Order Value
Our work
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