From there, e-Comas decided to start small and expand advertising campaigns based on the reporting information. In 2021, the agency began advertising 11 retail-ready ASINs in the UK that were associated with 75% of the total brand sales, investing small in automated Sponsored Products campaigns.
After the automated campaigns ran for a month and gathered keyword performance information, the agency created manual Sponsored Products campaigns using the best-performing keywords from the automatic campaigns’ advertising reports. During this time, e-Comas updated the outdated ASINs to become retail-ready and published an optimized brand store for Superfeet UK to showcase the brand’s product inventory.
Shortly after launching the automated Sponsored Products campaigns, e-Comas addressed the above-average CPC in the shoe insoles category. They created a strategy to spend on individual Sponsored Products campaigns to focus on the generic product benefit and separately spent the rest of the budget on specific, benefit-focused product keywords (e.g. hiking insoles, thin running insoles).
e-Comas ultimately diversified Superfeet’s campaign portfolio by spending 50% of the budget on Sponsored Products, 30% on Sponsored Brands, 10% on Sponsored Display, and 10% on Sponsored Brands video ads to maintain sustainable growth and build brand presence.