Tabletop miniature marketing agency

Titles should carry scale, material and state: 32 mm Resin Fantasy Knight Miniature, Unpainted, 5 Parts, 25 mm Base. That title stops the wrong shopper clicking, which matters when a return costs more than the click.

Paints and supplies deserve their own campaigns and often carry the account, because a search for a named paint colour is about as specific as retail search gets and converts almost immediately. Bid on those individually rather than pooling them into one supplies campaign.

Search ads pick up the beginner questions: what do I need to start painting miniatures, what primer to use on resin, what brush size for detail work. Those bring people who then buy a whole starter order. For models, keep copy factual about scale and contents. Preorder waves should be advertised with the release date in the copy so nobody expects immediate delivery, and stock must feed through in real time so a sold-out wave stops taking clicks.

Painting content is the format, and it performs without needing production value. A close macro shot of a brush laying down a highlight, or a timelapse from grey plastic to finished model, holds attention because people watch this content for pleasure anyway. Show the raw cast at the start so the ad also does the honest work of setting expectations.

Audiences are adults and reachable through hobby, painting, model making and roleplaying interests, plus your own buyer list, which is the strongest signal you have.

One practical caution: fantasy and horror sculpts can trip weapons and violent content review, particularly close ups of blades pointed at the camera or gore heavy models. Keep an alternative asset set of painting and colour content that will always pass, so a rejected model advert does not stop the campaign. Retargeting works best toward the paint list for a model somebody viewed, and toward starter bundles for people who watched a beginner video.

Miniatures generally sit under Toys & Games in the games or figures leaves, while paints, brushes and tools belong in arts and crafts categories, and splitting them correctly changes the traffic you get. Age_group is adult for most hobby ranges, with the printed rating in product_detail.

Use product_detail for scale, cast material, part count, base size, assembly state and whether the model is primed. Product_highlight lines carry the unpainted and unassembled statement, which reduces returns more than any other change. Colour is a required thought for paints, and the paint code belongs in the title.

Aerosol primers and varnishes are the operational headache, since they travel as hazardous goods with restricted carriers and services, so shipping settings must exclude what you cannot send and the description should say so. Small makers often have no GTIN, so set identifier_exists to no rather than leaving items failing. Boxes of multiple identical models use multipack, and a model sold with paints uses is_bundle.

The search demand here is technique, and it is deep. How to prime resin, how to thin paint, what brush to use for eyes, how to strip a badly painted model, how to base a miniature, what paints match a particular colour. Every one of those questions ends with somebody buying something.

Publish a page per technique, honest and specific, and link the exact products used. Publish a paint conversion or match page, which is one of the most searched and least well served things in the hobby. Publish a paint list page for each model you sell.

Collections by scale, genre, material and paint range should be real pages with copy, and individual paint codes deserve their own indexed pages with swatches over black and white primer. Product and FAQ structured data lets an assistant answer with your scale, material and colour information rather than a forum thread. This content also survives any advertising problem, which matters when sculpts can be flagged.

Segment by what people build and paint, because a historical modeller and a fantasy skirmish player share almost nothing except brushes.

After a model ships, send the paint list for it, the assembly notes and a link to the technique guides that apply to its material. That email converts because the customer is about to sit down and start, and they are missing two colours.

The consumable flow is the backbone. Take your real repeat gap on paints and primers and send at that point with the colours that customer buys, not a generic range. Brushes and glue follow their own shorter cycle.

Preorder and release announcements go to people who collect that range first, with a clear dispatch date. Project prompts help army builders return unit by unit. SMS suits restock alerts on sold-out models and preorder cut-offs, where a few hours decide whether someone gets one.