Upon starting new management for any new brand, I find that after an audit there are several key changes that need to be made including structure, creative, and targeting. This was the case for SITM. They sell crazy fun socks but they were targeting crew socks, knee high socks etc. Along with restructuring their campaigns,

As the main strategist on the account I analyzed their search terms results as well as traffic and conversion metrics. I then updated their campaigns to have match types separated, brand targeted, and I shifted their targeting to target new sets of keywords, crazy socks, cool socks, novelty socks, type of keywords that are more aligned with what they are selling.