Andy Toys Case Study: How to launch online sales of children's toys from scratch in 5 months and achieve a ROAS of 430.13%
Launching a new e-commerce brand into the children's products market always comes with significant challenges, as this niche is characterized by high competition and pronounced seasonality. When a company needs to roll out sales on a completely new website, it's crucial for business owners to promptly engage qualified specialists for contextual advertising. The Andy Toys online store faced precisely this situation: the project had no prior advertising history, and all initial marketing metrics were at zero. The primary goal was to launch sales from scratch, attract targeted traffic to andytoys.com.ua, and rapidly introduce the new brand to the market via online channels.
To accomplish these tasks, specialists developed a comprehensive promotion strategy and set up an end-to-end analytics system from scratch.
Over 5 months of running advertising campaigns, the team systematically implemented a set of tasks:
- Technical preparation – conducting basic integrations, setting up Google Analytics 4 (GA4), Google Tag Manager (GTM), and the e-commerce module (e-commerce analytics) for accurate transaction tracking.
- Product feed optimization – collecting and structuring data on all children's toys presented on the website, optimizing product titles and descriptions.
- Launching shopping campaigns – deploying standard Google Shopping ads and modern smart Performance Max campaigns with a focus on top-selling items in the assortment.
- Search advertising – creating text ads in search results for high-intent transactional queries to reach an audience with maximum purchase readiness.
- Seasonal optimization – regular reallocation of the budget towards the most relevant and in-demand toy categories based on current demand.
Systematic budget control and a focus on high-margin products helped the online store quickly achieve profitability.
What returns did properly executed PPC advertising bring to the business?
Precise targeting of the audience and regular optimization of ad creatives based on analytical data ensured excellent results for the new brand:
- Return on Ad Spend (ROAS) – the indicator of marketing investment payback rose from zero to an impressive 430.13%.
- Cost Per Acquisition (CPA) – the average cost of acquiring one successful sale on the website was 212 UAH.
- Cost Per Click (CPC) – thanks to the high quality of the ads, the average cost per user click was maintained at 4.22 ₴.
A comprehensive approach to account management allowed the young online children's toy store to establish a strong position in its niche and build a steady stream of online orders.
Results of andytoys.com.ua promotion and the value of launching campaigns from scratch for children's retail
The Andy Toys project case study clearly demonstrates that launching an e-commerce project from scratch requires essential technical preparation and the integration of Shopping campaigns with Performance Max. Phased scaling of the product range and conversion cost control help a new brand establish itself in the market and achieve high profits within the first months of operation.
Is your online children's goods store or any other retail project preparing to launch, but you're unsure how to start sales effectively without wasting your budget? Our team of specialists will set up web analytics from scratch, gather clean semantics, and develop an effective customer acquisition strategy. Timely contextual advertising setup from Locomotive Digital experts will help your business quickly achieve target profitability metrics and ensure stable sales growth.
