Category: Sexy costumes
Brand overview
Zuma is a trend-driven fashion brand specialising in lingerie, costumes, and statement apparel that empowers women to express confidence and individuality. As with many lifestyle and fashion brands, Zuma’s success also depends on capturing seasonal demand, particularly during Halloween and the wider Q4 holiday shopping period when competition rises, CPCs increase, and visibility becomes critical.
Despite strong products, Zuma faced challenges in campaign precision, like ad spend being scattered, bids being reactive, and campaign performance lacking clear visibility. To address these issues, Zuma partnered with eStore Factory to reduce ad inefficiencies, drive profitable growth, and maximise Q4 results.
Challenges
High ACoS limited growth potential: With an ACoS of 50.55%, half of every dollar earned was spent on ads. Scaling under these conditions would only increase losses. The brand required better bid control and smarter spending.
Wasted budget on low-performing keywords: Broad, non-converting keywords were consuming large portions of the budget, reducing ROI and limiting spend on top-performing keywords.
Missed visibility on high-potential keywords: Keywords with strong conversion potential were underfunded or outbid, leading to missed opportunities during peak seasonal shopping.
Rising Q4 ad costs reduced efficiency: Increased competition and CPCs during Q4 meant higher ad spend without corresponding revenue growth. Lack of budget control and bid strategy meant holiday traffic surges translated into higher costs rather than higher profits.
Our approach
1. Negative keyword optimisation
Aggressively identified and blocked irrelevant or low-intent keywords.
Reduced wasted impressions and improved CTR and conversion rates.
Allowed more budget to focus on high-converting keywords, driving faster rank gains and greater efficiency.
2. Budget reallocation & campaign segmentation
Shifted budgets from low-performing, broad campaigns to high-performing ad groups.
Increased daily budgets for hero SKUs that consistently delivered results.
Scheduled ads during high-traffic periods (evenings and weekends) to capture peak intent.
Ensured budget reallocation maximised growth without disproportionately increasing spend.
3. Smart bid and budget optimisation
Audited campaigns to identify poor keyword performance and wasted spend.
Lowered bids on low-converting keywords and increased bids on high-performing campaigns.
Implemented daily bid monitoring to respond to fluctuations in real time.
Created a system where ad spend continuously flowed to proven performers, improving efficiency while scaling.
4. Seasonal alignment & festive strategy
Optimised product listings and ad copy for seasonal search terms like “Halloween gifts” and “limited edition styles.”
Applied price and coupon strategies to improve visibility in competitive searches.
Maintained inventory and ensured campaigns remained fully active during the peak week.
Captured seasonal traffic while sustaining post-Halloween sales through better organic rankings and higher CTR.
Results
Before (Sep 2025)
Total sales: $119,247.33
Organic sales: $112,386.05
PPC sales: $6,861.28
ACoS: 50.55%
After (Oct 2025)
Total sales: $2,083,757.90
Organic sales: $1,990,978.62
PPC sales: $92,779.28
ACoS: 14.27%
eStore Factory’s Amazon PPC experts transformed Zuma’s advertising strategy through data-backed optimisation, smart bid management, and refined keyword targeting.
By reallocating budgets, prioritising high-performing campaigns, and leveraging seasonal opportunities, we created a scalable system that improved visibility, efficiency, and profitability. Ongoing monitoring ensured sustained growth throughout Q4, strengthening both organic rankings and long-term performance for Zuma.
