The account under review was a B2B/B2C platform, with a significant ecommerce presence, which also required lead generation targeting major clients and projects over multiple days. Zelst meticulously analyzed the account and identified numerous opportunities for enhancing its performance. These ranged from refining keyword targeting, scheduling, bid flexing, and budget optimization to enhancing account structure and ad copy.
In addition to identifying improvements in the paid strategy, Zelst found a number of organic opportunities to dovetail with the paid approach for additional impact. A comprehensive SEO strategy was devised to significantly boost the account’s visibility, effectiveness, and return on investment.
A few weeks later, the US agency client again reached out to Zelst, following the sudden departure of a key member of their paid media team, creating an unexpected resource gap. In addition to the B2B/B2C account initially reviewed, they also assigned Zelst to manage clients in the medical, healthcare, education, and finance sectors on a temporary basis to ensure client service was maintained.
As anticipated, the accounts presented a range of challenges, necessitating substantial rebuilding and restructuring to improve performance. Zelst operated on an entirely white-label basis, utilizing agency email accounts, facilitating communication through Slack with other agency team members, and actively participating in virtual meetings with the agency and clients as needed.
Utilizing client feedback, Zelst swiftly implemented significant optimizations, resulting in further enhanced performance metrics, including account quality scores, revenue, lead generation, return on ad spend (ROAS), and return on investment (ROI).
Zelst maintained effective communication and coordination with the agency and client, accommodating meetings up to 1 pm EST. This ensured the agency could prepare and send briefs in the afternoon, safe in the knowledge that the work would be completed before they were at their desks the following day.
Zelst continued to proficiently run the accounts until a new team member was recruited. During the transition, a systematic handover took place, leaving the accounts in substantially improved condition. This ensured a smooth transition for the new recruit, avoiding the need for extensive restructuring or urgent interventions.
The agency managed to cover for their absent team member while recruiting a new specialist, without an increase in overhead compared compensating a full-time employee. Clients not only experienced uninterrupted, high-quality service but also witnessed a notable improvement in account performance during this period.