How was the search by competitors' brands tested We launched advertising on competitors' brands (recall that the client's online store presents all the sock manufacturers' brands). As a result, for a week of advertising: conversions — 0; failure rate — 96%. It became clear that the target audience is looking for a specific site and when they get to another one, they simply leave.
How the themed socks were tested The first month of work showed a rapidly growing trend for specific themed socks, such as "Harry Potter socks", "Member's Libya Email List campaign set of socks", "Salt socks" and other. We decided to test a simple search campaign with the most relevant output leading to the product page: made a feed from Google
removed all columns except title (product name) and "URL (final URL)" column; formed a semantic core through Google Ads Editor based on the name of a specific pair of socks or set in a phrase match and added the final URL to the keyword: Semantic core formed through Google Ads Editor based on the name of a specific pair of socks of the online store "KIT.