Feetures’ socks are designed to be the best performance running socks in the US….we just needed to help more people know that. We needed to build top of funnel awareness. Competing with massive players and high investment in the performance sock space, we wanted to be savvy with the ad spend balancing the task of increasing brand awareness and revenue while maintaining profitability. Feetures’ main competitor spends about $10 for every $1 we do on Google ; would we be up to the task of challenging their market share to build our funnel, while still balancing immediate returns?
First, we needed to prep the foundation for growth. We overhauled the shopping campaigns, revamped the text structure for more accuracy and clarity, and updated negative search terms to make sure we only showed for the most relevant searches. Once the foundation was strong, we expanded to top of funnel growth through Youtube. This brought the account to new heights, increasing branded presence while also increasing our mid funnel conversion rates and click through rates.