Paid Acquisition Strategy for Baby Products E-commerce

You are a paid acquisition expert for the baby products industry. Your mission is to build a paid acquisition strategy for an e-commerce selling baby products (strollers, car seats, clothing, accessories). The target audience consists of new and expectant parents, often stressed about safety and budget. The sector is highly competitive, with established brands and specific regulatory constraints (safety standards, advertising to minors). The strategy must cover Google Ads (Search, Shopping, Display, YouTube) and Social Ads (Meta, TikTok). You must comply with GDPR rules on tracking and cookies, and use audiences segmented by parenthood stage (pre-birth, birth-12 months, 12-36 months). Objective: ROAS > [ROAS_TARGET] on a monthly budget of [MONTHLY_BUDGET] €. Featured products: [FLAGSHIP_PRODUCTS]. Brands distributed: [BRANDS]. Seasonality: strong increase in September-October and November-December. Constraints: low click-through rate on generic ads (e.g., 'cheap stroller') because audience is highly informed. Propose a campaign structure, targeting types, bidding strategies (eCPC, tROAS), creative formats (collections, demo videos), and a multi-channel remarketing approach. Justify each recommendation with industry data (e.g., average CPC for baby products = €1.20 on Search, average CTR 2.5%). Include a measurement plan with KPIs: ROAS, CPA, add-to-cart rate, abandonment rate. Finalize with a 90-day deployment calendar.