Starting Point
$29K monthly revenue, 1,196 order items, 34.29% ACoS
What We Changed
Catalog audit, SEO refinement, PPC restructuring, Storefront reorganization
Results
$147K monthly revenue, 6,388 order items, 31.94% ACoS
Services Used
PPC Management, Listing Optimization, Catalog Management, Storefront Design
Growth Curve
Visualizing performance delta over time
Visual Evidence
Verified dashboard snapshots showing actual performance data from the management period.
01. The ContextThe Situation
Missing age range labels and 'what's in the box' clarity, along with variation misuse and keyword mismatch, were limiting conversion and inflating ACoS for this toy brand.
02. AnalysisThe Diagnosis
Missing or inconsistent age range information (e.g., 3+ vs 6+)
'What’s in the box' confusion due to multiple pieces
Variation misuse (mixing toy types under one parent)
Keyword intent mismatch (Montessori vs sensory vs generic)
Creative clarity gap regarding scale and dimensions
Seasonal pressure and CPC volatility in Q4
Account health interruptions (suppressed variations)
03. StrategyThe Plan
Catalog & Variation Integrity
- Audit parent/child relationships
- Standardize toy attributes (material, dimensions, age)
- Remove catalog duplication
SEO & Conversion
- Build intent-based keyword map
- Add 'what’s included' steps to listing
- Refine hand-scale and laydown images
PPC & Storefront
- Reorganize storefront by age and play type
- Separate campaigns by intent
- Weekly search-term harvesting
04. Work DoneThe Execution
PPC Restructure
Separated campaigns by intent: exact high-intent winners, controlled discovery, and competitor targeting. Implemented weekly search-term harvesting and aggressive negatives to block broad 'kids toys' queries. Result: ACoS dropped while scaling.
Creative Stack Changes
Refined images to prove size and value using hand-scale shots and component laydowns. Reorganized storefront navigation by age band (3–5, 6–8, 9–12) and play type to route traffic efficiently. Result: Conversion rate stabilized.
Listing Copy Strategy
Built a tight intent-based keyword map (Montessori/STEM/sensory) and aligned titles/bullets. Added clear 'what’s included' descriptions and usage steps to reduce expectation mismatch. Result: Returns decreased.
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