wiki/knowledge/google-ads/trachte-seminar-geo-targeting.md · 611 words · 2025-10-03
Trachte Seminar Geo-Targeting Strategy
Overview
Trachte runs PPC campaigns to drive registrations for regional sales seminars. As of October 2025, two seminars are active — Seattle and Indianapolis — with Seattle showing low registration numbers prompting a geographic targeting expansion. Separately, a broader regional budget reallocation was initiated based on input from Trachte's Director of Sales (Scott) to shift spend toward underperforming Southeast and Mid-Atlantic territories.
Related client context: [1]
Seattle Seminar Campaign
Current Setup (as of 2025-10-03)
- Targeting: Washington, Oregon, Vancouver (radius)
- Performance: ~$0.26 per landing page visit, ~550 clicks to landing page
- Issue: Registration numbers are low; audience reach may be too narrow for a region where attendees travel longer distances
Expanded Targeting
Based on discussion with Robyn and Jessica, the geo-targeting was expanded to include:
- Idaho (added)
- Alberta, Canada (province — added)
- Additional Canadian coverage beyond the Vancouver radius
Rationale: Trachte has customers in Montana, Alberta, and other inland/northern areas who are willing to travel to a Seattle-area event. The Pacific Northwest draw extends further than the original WA/OR/Vancouver targeting assumed.
"We have a lot of customers in Montana and Alberta and stuff like that, so that's what I was expanding into that area." — Robyn Ogden
Campaign Settings
- Sign-ups remain open through event day (walk-ins accepted); campaign end date set to match
- Modeled after earlier seminar campaigns that performed well earlier in 2025
Indianapolis Seminar Campaign
- Running concurrently with Seattle
- No targeting changes discussed in this meeting
- Next seminar after Indianapolis is Seattle (Seattle is the final one in the current cycle)
Regional Budget Reallocation
Background
Scott (Director of Sales, Trachte) flagged an imbalance in lead activity across regional sales territories:
| Region |
Lead Activity |
Action |
| Southwest / West |
Strong — reps can't keep up |
Maintain or reduce |
| Northeast |
Solid |
Maintain |
| Midwest |
Consistently strong |
Maintain |
| Southeast |
Low — reps idle |
Increase budget |
| Mid-Atlantic |
Low — reps idle |
Increase budget |
Approach
Sebastian to split existing campaigns by region and reallocate budget toward Southeast and Mid-Atlantic. Reference points:
- Trachte regional manager map (on Trachte website) — use to identify exact state coverage per territory
- Key regional managers to target: Tom Blockwitz, Aaron Sandmeyer, and Tanner (Mid-Atlantic)
"I'll see if I can, within our current campaigns, split off by region and then allocate more of that budget towards where we want." — Sebastian Gant
Action Items
- [x] Sebastian: Expand Seattle seminar PPC targeting — add Idaho, Alberta, more Canada to existing WA/OR/Vancouver targeting
- [ ] Sebastian: Split existing campaigns by region; allocate more budget to Southeast and Mid-Atlantic per Scott's input; reference regional manager map on Trachte website
Key Takeaways
- Seminar geo-targeting should reflect travel patterns, not just proximity. For western U.S. events, customers routinely travel from Montana, Alberta, and Idaho — states that a tight radius or state-only targeting will miss.
- Low registration ≠ low interest. Expanding the addressable audience is a low-cost lever before assuming demand is weak.
- Regional sales input is a reliable signal for budget allocation. When field reps report idle time, that's a direct indicator that marketing spend in their territory is insufficient. Tying PPC budget to territory-level sales activity creates a tighter feedback loop.
- Campaign splitting by region enables precise budget control. Consolidated national campaigns obscure regional performance; splitting allows reallocation without rebuilding from scratch.