How We Solved These Problems

Problem #1: Limited success with internally-ran Google Ads campaigns

1. Recommended a complete rebuild of their landing pages. Their previous campaigns were sending traffic directly to the home page. In our new campaigns, we built a handful of landing pages that were tightly targeted to each ad group and keyword themes for better relevancy.
2. Launched a branded campaign initially to generate enough conversion data in the account, and eventually scaled to direct sales campaigns to promote their Private Pilot and Instrument pilot programs, yielding a positive ROAS within the first 8-10 weeks of the campaign launch.
3. Recommended the implementation of server-side tracking on their campaigns to improve conversion tracking accuracy.

Problem #2: Lack of retargeting campaigns to drive customers down the sales funnel

1. Before taking over the campaigns, there were only direct sales campaigns in Meta ads targeting new customers. Our team launched additional retargeting campaigns on the Meta platform to recover potential purchases that dropped off on the buyers' journey. We did this by building audiences of visitors based on actions they took on the website, like visiting key pages or abandoning their cart during the checkout process, and designed ads specifically to drive them toward purchase.
2. Although the Meta retargeting campaign that we built did a good job at recovering sales, we needed to increase reach. Therefore our team implemented AdRoll to launch a more comprehensive banner ad retargeting campaign.
3. In addition, we were able to set up email retargeting campaigns specifically for abandoned carts, allowing Gold Seal to reach their audience in a variety of different channels and formats.

Problem #3: Creative fatigue in Meta Ads

1. The sales campaigns we inherited in Meta Ads were performing well, but ROAS was steadily declining over the last few months prior to taking over management. We noticed a high frequency in delivery of the ads, as well as a low frequency on how often the ads were being swapped out with new creative. Since taking over the campaign, our team refreshes the creative ever 4 to 6 weeks, keeping a close eye on frequency and ROAS.