New seller on amazon please help

Hi i sell formal shoes on amazon its been 3.5 months since i have started my business on amazon in these months only 48 of my shoes sold and out of those 48 shoes 11 of those were customer most common reason for return was customer reject . I am not in profit because of too much ads spend and not enough orders .I sell high margin premium shoes trying to make a brand name.i currently have no brand store (but my brand is registered) and no a+ content but my product images are very good my products looks very premium.

I got two very important questions- how do i optimeze my listing and my ads these past two months i had free ad’s consultation from amazon authorised company now after this is over i dont have any clue how to optimise both listings and ads i want to learn .