Starting Point
$5,346 daily sales, 27.98% ACoS, 3.57x ROAS
What We Changed
Variation normalization, occasion-based SEO, returns controls, PPC restructuring
Results
$10,823 daily sales, 15.57% ACoS, 6.35x ROAS
Services Used
Listing Optimization, Variation Integrity, PPC Management, Account Health
Growth Curve
Visualizing performance delta over time
Visual Evidence
Verified dashboard snapshots showing actual performance data from the management period.
01. The ContextThe Situation
Variation friction and a lack of size/fit clarity were causing high return rates and diluting PPC performance for this apparel brand.
02. AnalysisThe Diagnosis
Broken or inconsistent size and color attributes
Lack of clear size charts and measurement guidance
Catalog sprawl diluting ranking signals
Occasion keywords (school/party) not aligned with copy
Operational disruptions from stockouts/late shipments
03. StrategyThe Plan
Catalog & Variation Integrity
- Audit parent/child and rebuild apparel variations
- Normalize size systems and care instructions
- Isolate and prioritize best-sellers
SEO & Conversion Controls
- Cluster keywords by intent (school/party/basic)
- Add wash/care and closure guidance to bullets
- Implement fit notes to reduce return loops
PPC & Storefront
- Reorganize storefront by age and occasion
- Implement exact/discovery PPC tiers
- Align promo pacing to seasonal peaks
04. Work DoneThe Execution
PPC Restructure
Segmented campaigns by occasion intent (school/uniform vs party) and prioritized budget for proven winners. Weekly search-term harvesting blocked wasteful generic traffic. Result: ROAS improved by 78%.
Creative Stack Changes
Created landing pages for top ad intents (e.g., 'back to school' collections) to ensure high relevance. Added visuals of neckline, fabric texture, and closures to reduce expectation mismatch. Result: CVR increased while returns slowed.
Listing Copy Strategy
Rebuilt titles and bullets to confirm buying intent (giftable vs durable) quickly. Normalized attributes across all children to stabilize indexing. Result: Organic velocity doubled.
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