Sock & hosiery marketing agency

Shopping for socks works on packs. Titles read Merino Hiking Socks, Cushioned Crew, 3 Pack, Size 9 to 12, or 80 Denier Opaque Tights, Matte Black, Medium, so the shopper sees pack count and size before clicking, and single pairs are listed but not pushed because the click rarely pays. Campaigns are split by purpose and by product type, with tights on an autumn and winter calendar, running and hiking socks on a spring calendar, everyday socks all year and a gifting campaign from November with the gift box in the title.

Compression socks need their own campaign and their own care. Google's healthcare and medicines policies apply when a product makes medical claims, so ad copy and landing pages describe compression level, sizing and use for travel or standing rather than promising treatment of a condition; claims that cross that line lead to disapprovals and can affect the whole account. Search ads take the questions a tile cannot answer, such as what denier for winter or which socks stop blisters, with copy that lands on the purpose guide.

Socks are a cheap, visual product that suits social prospecting when the creative shows the purpose and the pack: a runner pulling on the sock, a hiker showing the cushioning, a tights try-on that shows the real opacity of each denier on a leg in daylight. Durability content works well on TikTok, such as a pair after a year of washes, because it answers the question the shopper actually has. Gifting creative from November shows the box and the pack, and novelty and themed designs get their own short cycle.

Meta's health rules apply to compression socks: creative may describe compression level and use but cannot imply a medical outcome, show before-and-after imagery, or make claims about conditions. Personal attributes rules also apply, so copy avoids implying the viewer has swollen legs or a health issue. Audiences are built from engagement with running, hiking, travel and style content and from your customer list, with lookalikes from subscribers. Retargeting moves from the purpose video to the pack to the subscription, and comment sections fill with size questions that the shoe-size table answers.

Socks and hosiery are apparel in Merchant Center, so age_group, gender, color and size are required in the main markets and each size and colour shares an item_group_id. The size attribute carries the size as labelled, and because socks are sized by shoe-size range the size chart tool should hold the range per size in each system you sell to, with size_system declared. Tights sized by height and weight need that chart uploaded and the size value kept as the label. Packs use the multipack attribute with the pair count, and mixed bundles use is_bundle, so the price per item is understood by Google and the shopper.

Material carries the main fibre, which is searched for merino, bamboo and cotton, and product_highlight can state cushioning, height, denier and, for compression socks, the mmHg level as a specification rather than a claim. Images show the sock or the tights clearly, on a foot or leg or flat, without overlays. Compression products should not carry medical claims in titles or descriptions. We wire stock by size into the feed and keep pack and denier data in a supplemental feed so catalogue updates do not strip it.

Shoppers ask search engines and assistants what denier tights they need for winter, why their socks slide down, which material is best for sweaty feet, what compression level to wear on a flight, and how to stop tights laddering. A brand that publishes clear, useful answers on its own site is what the assistant quotes, and the same pages carry the pack and the subscription offer. We build a purpose guide with a page per use, a denier and opacity guide with real photographs, a material page, and a compression guide written to the sizing and use rather than to medical benefit, each opening with the direct answer.

Collection pages exist per purpose, material, height and denier with real copy, so Merino Hiking Socks and 60 Denier Tights are pages rather than filters. Product pages carry the size table, composition and durability notes as text. Reviews that mention how long the pair lasted are marked up. A subscription page explains the cadence and how to change size or frequency. Structured data on products, FAQs and offers lets assistants answer with your sizing and denier information rather than a marketplace's.

The programme is built on replenishment. The interval is set per purpose from your own reorder data, and the prompt offers the same pack in the same size a little before the drawer runs out. The subscription is offered at the second order, with the cadence pre-filled from the gap between the first two, and subscribers get an easy way to change size, style or frequency, because a subscription that is hard to change is cancelled. Tights customers get a pre-winter restock message by denier; running and hiking customers get a pre-season message by purpose.

Post-purchase flows include wash guidance that extends the life of the pair, a review request that asks how the socks lasted, and a build-your-own bundle offer for the next order. Gift buyers get a separate track with a size guide for the recipient and a reminder the following November. Win-back is triggered by the replenishment interval passing twice rather than by a discount. SMS is kept for subscription dispatch notices, delivery cut-offs before December and restocks of a size that ran out.