PPC/SEO Review — 2026-01-26
Monthly PPC/SEO sync with Trachte. Robin was absent; meeting ran with Jessica and Miranda. Topics covered ad creative refresh for the 125th-anniversary campaign, lead tracking improvements via Campaign URL Builder, a paused call attribution decision, blockers on two upcoming event campaigns, and SEO FAQ progress.
Attendees: Sebastian Gant (Asymmetric), Jessica Rudnicki, Miranda Strong, ~~Robyn Ogden~~ (absent)
Recording: Fathom
Key Decisions
- Ad graphics refresh scoped to mid-March launch. All display and remarketing graphics will be overhauled to align with the 125th-anniversary campaign. Jessica and Miranda will produce new assets; Sebastian will send a performance overview and creative brief to guide the work.
- Campaign URL Builder adopted for all outbound links. Jessica confirmed she is now tagging all ad links and outbound URLs. Sebastian will incorporate UTM-sourced data into future monthly reports.
- Call attribution on hold. Implementation is paused pending a decision between RingCentral and a native Dynamics 365 calling/texting tool currently being evaluated by Robin's team. Sebastian will follow up with Robin directly.
Topics
Ad Graphics Refresh (125th Anniversary)
The remarketing display campaign is currently running stale "Blueprint to Build" graphics from a campaign that was paused last fall. These need to be replaced before the 125th-anniversary announcement in mid-March.
- Sebastian reviewed historical creative performance. One Track Right graphic stood out with a notably high CTR (~70%) — unusual for display. This will be shared as a reference.
- Guidance for new creative: keep it simple, lead with a strong brand statistic (e.g., "125 years in business"), reinforce brand recall rather than direct response.
- Jessica and Miranda will produce a full refresh across both Track B and Track Right. Target: assets delivered to Sebastian by early-to-mid March for launch.
- Sebastian will send a written overview of current assets, performance data, and update recommendations after this meeting.
Lead Tracking — Campaign URL Builder
Mark had previously introduced the Google Campaign URL Builder to the Trachte team. Jessica confirmed she is now using it consistently across all ads and outbound links.
- Benefit: granular attribution in Google Analytics — can compare performance by campaign, month, ad creative, etc.
- Sebastian will begin surfacing this data in monthly reports once enough tagged traffic accumulates.
Call Attribution — RingCentral vs. Dynamics 365
Goal is to tie inbound calls directly to specific ads. Two paths are under consideration:
| Option | Notes |
|---|---|
| RingCentral | Existing phone system; would need Asymmetric added as a user to explore integration |
| Dynamics 365 native | A Dynamics-affiliated vendor demoed a calling/texting module to Robin's team; may be included in existing contract |
Decision: Paused. Sebastian will email Robin (cc Jessica and Miranda) to get a resolution before any implementation work begins.
Event Campaigns
FSSA Trade Show
- Meta ads are drafted and ready.
- Blockers: Need booth numbers for Track B and Track Right, plus dedicated landing pages for each.
- Miranda will build the landing pages. Sebastian will look up booth numbers and send them via email along with ad copy.
- Graphics: no dedicated FSSA theme this year. Jessica confirmed using general self-storage building imagery is fine.
Spring Seminars
- Plan is to run geofenced Facebook/Meta ads for each seminar location.
- Blockers: Hotel locations are not yet finalized; location-specific graphics don't exist yet.
- Miranda is actively calling hotels and expects locations to be confirmed by end of week (week of 2026-01-26).
- Once locations are locked, Jessica will create location-specific graphics (e.g., "Hey Seattle, we're on our way").
- Sebastian will build out the geo-targeted campaigns once assets and locations are in hand.
SEO — FAQ Updates
Ongoing FAQ build-out for the Trachte site:
| FAQ Set | Status |
|---|---|
| Smart Lock FAQs | Live on site |
| "Ask the Expert" FAQs | In review (no update yet as of this meeting) |
| Product & service page FAQs | Next in queue |
Robin's preferred process: she drafts first, Sebastian reviews and refines. Sebastian noted he can also draft if preferred.
Website Traffic Data
Jessica asked whether Sebastian can pull traffic data for specific pages. He confirmed he can run individual pages through analytics tools and return organic traffic data.
- Jessica will email Sebastian a list of page URLs.
- Sebastian will pull 2025 traffic data for each and send back.
Action Items
- [ ] Sebastian — Send Jessica/Miranda a performance overview and creative brief for the ad graphics refresh
- [ ] Sebastian — Find FSSA booth numbers for Track B and Track Right; email Miranda with numbers and ad copy
- [ ] Sebastian — Email Robin re: call attribution tool decision (RingCentral vs Dynamics 365); cc Jessica and Miranda
- [ ] Sebastian — Pull 2025 traffic data for pages Jessica sends; return via email
- [ ] Miranda — Build FSSA landing pages for Track B and Track Right
- [ ] Miranda — Finalize hotel locations for spring seminars
- [ ] Jessica — Create location-specific graphics for each spring seminar city (once locations confirmed)
- [ ] Jessica — Email Sebastian list of page URLs for traffic data pull
- [ ] Robin — Draft product and service page FAQs for Sebastian's review
Next Meeting
Scheduled for 2026-02-06 with at least Jessica and Miranda confirmed.
Related
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