A Success Story: A Newly Launched toy Brand in a Competitive Niche

Challenges

1. Tough Competition
   The toy category was dominated by well-established competitors, making it difficult for the brand to gain market share and visibility.

2. Limited Product Variations
   The brand offered only a single color variation, whereas competitors had multiple options, giving them a distinct advantage.

3. Poor Conversion Rate
   Low conversion rates highlighted the need to optimize the product detail page, campaigns, and overall customer experience.

4. Unstructured Campaigns
   Advertising campaigns lacked proper organization. All ad types were running in a single campaign, and there was no use of negative targeting, resulting in inefficient ad spend.

Plan of Action

1. Revamped Product Title
   We conducted in-depth research on the product’s unique selling points and incorporated these into the product title. This enhanced its appeal and differentiation.

2. Campaign Restructuring

   • Redesigned the ad campaigns to improve targeting and efficiency.
   • Paused underperforming ad groups and irrelevant, non-converting, high-spending keywords.
   • Optimized ad placements to reach the most relevant audience.

3. ACoS-Controlled Campaigns
   Launched campaigns focused on low-hanging fruit to reduce ACoS and boost profitability.

4. Search Term Optimization

   • Identified high-converting search terms with low advertising costs and used them in exact campaigns.
   • Filtered out irrelevant or costly terms, training the algorithm to prioritize searches that closely align with potential buyers.

5. Testing Strategies
   Experimented with various PPC strategies to maximize results and unlock the full potential of advertising campaigns.

Outcomes

1. Top-Performing Search Terms
   Through consistent monitoring and SEO refinement, we prioritized search terms that generated the highest traffic and conversions, resulting in a significant boost in the listing’s conversion rate (CVR) and sales.

2. Increased Profitability
   Optimized campaigns and reduced unnecessary spending to achieve higher profitability.

3. Improved ROAS
   Within a month, the ROAS increased from 2 to 3.1, reflecting a substantial rise in revenue generated from ad investments.

4. Reduced ACoS
   Reduced ACoS from 49.78% to an impressive 31.90% in just one month, demonstrating improved cost efficiency and ad effectiveness.

5. Enhanced Conversion Rate
   By targeting the right audience, optimizing ad placements, and refining the overall strategy, we significantly improved the brand’s conversion rates, resulting in more sales and higher revenue.