--- title: PPC/SEO Review — 2026-01-26 type: article created: '2026-01-26' updated: '2026-04-05' source_docs: - raw/2026-01-26-trachte-marketing-meeting-117199832.md tags: - trachte - ppc - seo - meta-ads - google-ads - lead-tracking - call-attribution - ringcentral - dynamics-365 - campaign-url-builder - remarketing - 125th-anniversary - fssa - spring-seminars - faq layer: 2 client_source: Trachte Building Systems industry_context: b2b-services transferable: false --- # 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](https://fathom.video/calls/541530822) --- ## 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 - [[wiki/clients/current/trachte/_index]]