- Toys Brand
Optimizing PPC Strategy for a
Children's Toys Brand
Client Overview
A children’s toys brand was facing significant challenges with high ACOS (Advertising
Cost of Sales) and TACOS (Total Advertising Cost of Sales), leading to diminishing profit
margins. The brand approached me through a referral, seeking assistance in optimizing
their Amazon PPC strategy.
Challenges
- High ACOS at 40% and TACOS at 22%, cutting into profitability.
- Poor campaign structure leading to ineffective budget allocation.
- Irrelevant, non-intent-based keywords increasing ad spend without conversions.
- No negative targeting in broad and auto campaigns, resulting in wasted ad
spend.
Solutions Implemented
- Comprehensive PPC Audit: Analyzed campaign performance, keyword
efficiency, and spending patterns. - Restructured Campaigns: Implemented a structured approach by segmenting
campaigns based on intent, category, and match types. - Optimized Keyword Targeting: Removed irrelevant keywords and focused on
high-converting, intent-based search terms. - Negative Targeting Implementation: Added negative keywords in broad and
auto campaigns to eliminate wasteful ad spend. - Budget Reallocation: Shifted budget towards profitable keywords and high
performing campaigns.
Results
- Reduced TACOS from 22% to 8%.
- Lowered ACOS from 40% to 25%.
- Improved ad efficiency and increased profitability.
- Currently optimizing the brand’s PPC strategy in preparation for Q4 to maximize
seasonal sales.
Conclusion
By implementing a data-driven PPC strategy, the children’s toys brand successfully
regained profitability and improved its advertising efficiency. With a structured
approach and strategic budget allocation, the brand is now well-positioned for
sustainable growth and success in the upcoming Q4 season.
Syed Burhan
Founder, X-influx
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