Re: September meeting action items, requested assets and details

Thank you!

Please pause this postal code for now. I looked in our reporting and don't
see any opportunities or clients from this postal code, either from paid or
in general.

Joey - let's connect with Tim and Dennis when Tim's back to get a final
verdict on this postal code. But if it's 1.5 hours away and Dennis says
it's hard to staff, I think it's safe to remove it.  It looks like it was
originally on the list Dennis provided as West St Paul. Maybe we can work
with him to get a different postal code that represents that place better.

Sincerely,

On Fri, Oct 20, 2023 at 9:18 AM John McColman <john@infrontmarketing.ca>
wrote:

> Hi Alexa,
>
>
>
> Using a rough date of July 1, 2023 TOTAL spend has been $17,196.54.
>
>
>
> Out of that, $3,769.16 has been delivered to R0C. This is 22% (rounded)
> that has gone to this postal code.
>
>
>
> Further into the data, we can see that R0C is specific to Coldwell.
> Roughly 1.5 hours drive from Winnipeg. There were no other cities that
> showed up in the report and the spends match.
>
> *Postal Code (Matched)*
>
> *City (Matched)*
>
> *Currency code*
>
> *Avg. CPC*
>
> *Cost*
>
> R0C
>
> Coldwell
>
> CAD
>
> 9.66
>
> 3,769.16
>
>
> Please let me know what else you need.
>
>
> *John McColman*
>
> In Front Marketing
>
>
>
> 403.861.9727
>
> *john@infrontmarketing.ca  <john@infrontmarketing.ca>*
>
>
>
>
>
> *From: *Alexa Graziani <agraziani@thekey.com>
> *Date: *Friday, October 20, 2023 at 9:31 AM
> *To: *Joey Taylor <joey.taylor@thekey.com>
> *Cc: *Arshdeep Brar <ash@infrontmarketing.ca>, Megan Heinen <
> mheinen@thekey.com>, John McColman <john@infrontmarketing.ca>, Patrick
> Zehnder <patrick@infrontmarketing.ca>, Timothy Thomas <tt@thekey.com>
> *Subject: *Re: September meeting action items, requested assets and
> details
>
> Hi In Front,
>
>
>
> Any  how much have we spent on R0C since we restructured (both in absolute
> dollars and in % of overall spend)?
>
>
>
> On Mon, Oct 16, 2023 at 1:07 PM Alexa Graziani <agraziani@thekey.com>
> wrote:
>
> In Front - how much have we spent on that postal code since we
> restructured (both in absolute dollars and in % of overall spend)?
>
>
>
> On Mon, Oct 16, 2023 at 12:54 PM Joey Taylor <joey.taylor@thekey.com>
> wrote:
>
> Hey Everyone,
>
> Spoke with the local leader Dennis in Winnipeg, He responded:
>
> 'Hi Joey
> That probably makes the most sense for this geographical area. Hopefully,
> the cost of running ads here is low because it isn't typically an area
> where we traditionally have had clients (or the ability to service them
> effectively)."
>
> Not sure if we want to wait for Tim to come back to make the final call
> here?
>
>
>
> On Mon, Oct 16, 2023 at 3:23 PM Alexa Graziani <agraziani@thekey.com>
> wrote:
>
> Adding Joey since Tim is OOO for the rest of the month.
>
>
>
> Joey - can you please address the areas highlighted in blue?
>
>
>
> On Mon, Oct 16, 2023 at 11:59 AM Alexa Graziani <agraziani@thekey.com>
> wrote:
>
> Thanks, Ash! Answers, comments, and questions highlighted below (yellow
> for InFront, blue for Tim/local team)
>
>
>
>
>    1. Questions for Alexa for cost Analysis Metrics:
>
> For reference, these are the base metrics and values we are using for
> testing stage for each market:
>
> So, all of these questions are for the conditions for once converted:
>
>
>
> Notes: The average cost per lead for 2023 is ~$350, the average cost per
> opportunity is ~$1,200, and the average cost per SOC is $CAD5,209.
>
>
>
> - how much spend do we want to allot for a keyword until we see a second,
> third etc lead conversion ?   If it has spent less than the average cost
> of an opportunity and has a cost per lead of $350 or less, we should keep
> it. Basically, until it has spent $1,200, we should keep it. If it has
> spent $1,200 and hasn't driven an opportunity, then it can get paused.
>
> - If the keyword follows or meets the condition described in the question
> above, but it hasn’t yet converted a lead into an opportunity, how many
> conversions, and cost are we willing to allot to that keyword?  If it has
> spent less than the average cost of an opportunity and has a cost per lead
> of $350 or less, we should keep it. Basically, until it has spent $1,200,
> we should keep it. If it has spent $1,200 and hasn't driven an opportunity,
> then it can get paused.
>
> - how much do we want to spend on a keyword if we see a lot of conversions
> and multiple opportunity – we discussed 2000 is the max and 1200 to 1500 is
> the max acceptable value for cost per opportunity. If we have multiple
> opportunities at $1,200 or less, then we should increase our spend on that
> keyword. If the cost per opportunity is higher, we shoud keep the keyword
> but monitor it. If it's $2.5k cost per opportunity (double our average cost
> per opp), it should probably get paused, unless it has seen a SOC. If it
> has seen a SOC we should keep it.
>
> - After multiple leads and at least one conversion, what is the lowest
> lead acceptable lead to opportunity conversion rate and what is the minimum
> volume of conversion and ad spend that must also be met before the keyword
> is being paused? Our goal is to have a 30%+ lead to opportunity
> conversion but if the cost per lead and opportunity is low then a lower
> conversion rate is fine. This will likely have to be evaluated one a one
> off basis.
>
> - If a keyword has a lead to opportunity conversion rate of 50% but the
> total cost keeps getting high, what is the highest acceptable total ad
> spend for that keyword? Again, if the cost per opp is at the average or
> lower, we should keep it. However, if we get to the average cost per SOC
> mark, $5k, and have not driven an SOC, then it should probably get paused.
>
>
>
> For the next couple of months, while we figure out our thresholds, I think
> we should review the proposed keywords to get paused for each market and
> the rationale behind them to ensure we're all on the same page.
>
>
>
>    1. Maps of areas that we are currently targeting for each market.
>    (Please find the attached pdf for a detailed view)
>
> Tim - can you please review the PDF attached with your teams to ensure
> they align with what you were expecting with the new list of postal codes?
>
>
>
>
>    1. Toronto Branding campaign search terms to review for Alexa –
>    (objective is to analyse if we should continue the phrase or broad match
>    keywords or in the branding campaign as search impression is not reaching
>    max 100% or close to it). Is this saying that while we match to a lot
>    of incorrect terms for broad match, we don't get a lot of clicks and
>    therefore aren't spending a lot of money on it? How many correct terms did
>    they match to and how much did we spend on that/how many conversions did we
>    get? Broad match still seems to be matching to more incorrect terms even
>    though we spent less on it. Please start a new negatives list with the
>    irrelevant search terms specifically for brand. This is something we did
>    for our accounts - we added all the negatives as exact match so that we
>    didn't accidentally exclude relevant searches. Let me know how you propose
>    we do it but I'd like to cut down on the irrelevant searches via negatives
>    as much as possible. Thank you!
>
> ·
> https://docs.google.com/spreadsheets/d/1e7g1Ye0KchBKM9Daz-oI_mCa6NPFIoLETlRKV8iOf4E/edit?usp=sharing
> Please note that there the sheet has various sections, the most important
> one is the first sheet –(analysis results) where we can see the keywords
> that have let to ad impressions for the terms that do not align with our
> strategy, we have the number  of terms along with the impressions and cost
> of these keywords that can be considered a waste spend purely on the wrong
> search terms. The sheet named – raw data consists of rows of terms in red
> and orange, red means the search term does not align with what we want, and
> the orange means that it was a competitor or other term which indirectly
> does align with the search terms that we want to capture but isn’t
> necessarily a branding term. Please note that some of these terms can be
> excluded via using negative keywords as they show up, it doesn’t
> necessarily means that we need to pause them.
>
>    1. The keywords listed in this sheet in pink and red marked by Alexa
>    and recommended by IFM team  has been paused
>    https://docs.google.com/spreadsheets/d/1NOKfN7DeX4IOiNDr-DvtiK5Dm3vYH8gFn-GXZl3ZdFA/edit?usp=sharing
>     Thank you!
>    2. Add geo focused keywords to all the markets for requested locations
>    – Done, please find all the added keywords and details in this sheet.
>
>    https://docs.google.com/spreadsheets/d/1r6hiZeYEBNz4z7-s5kzVhpboijDKB1B6c0mx3I3L7a8/edit?usp=sharing.
>    Great! My one change is that [home care services city] should be in
>    general and not branding since it does not contain our brand name.
>
> Please note that there are 13 keywords that are being added for each
> location or name of the area in each market. These selected (13) keywords
> have generated at least one opportunity in any of the 6 markets. In google
> ads, these are added under the label – “location based keywords” and we can
> later analyse these separately segmenting it on the given label. Please
> note that there were no locations provided for Mississauga and Calgary so
> those two markets don’t have anything added to them, the once listed under
> Toronto/Mississauga were all in Toronto so they have been added there. Tim
> - please have the team send the geos for Calgary.
>
>    1. Display ads for retargeting, IFM team will be waiting to get
>    updates on this from Alexa and proceed once we have the update(green light)
>    2. Hey Alexa, could you also please send the detailed descriptions for
>    the new conversions that we added based on animal naming conventions what
>    each of those mean, I have a little bit of confusion on some of the names
>    and it will be great if you could provide a little more clarity on those.
>
>
>
> Animal kingdom is outlined here
> <https://docs.google.com/spreadsheets/d/1y-D9JcFkbUTzU4TrpiaAGcjNwi9onY92uI7-O5SB1lk/edit#gid=0>
> .
>
>
>
>  All SF Leads - all the leads we can match with gclids
>
> All SF Opportunities - all the opps we can match with gclids
>
> Elephant-CL - was likely to be an elephant but we lost the opportunity
> Elephant-AS - elephant opportunity scheduled an assessment
> Turtle-CL - was likely to be a turtle but we lost the opportunity
> Turtle-AS - turtle opportunity scheduled an assessment
> Cheetah-CL - was likely to be a cheetah but we lost the opportunity
> Cheetah-AS - cheetah opportunity scheduled an assessment
> Bee-CL - was likely to be a bee but we lost the opportunity
> Bee-AS - bee opportunity scheduled an assessment
>
> Elephant-CW - elephant opportunity signed consent forms and hit the
> "closed won" or "client converted" stage
> Turtle-CW - turtle opportunity signed consent forms and hit the "closed
> won" or "client converted" stage
> Cheetah-CW - cheetah opportunity signed consent forms and hit the "closed
> won" or "client converted" stage
> Bee-CW - bee opportunity signed consent forms and hit the "closed won" or
> "client converted" stage
>
>
>
> gclids are uploaded daily and pull the gclids from the previous two days.
>
>
>
>
>
>
>    1. Here is a list of audiences and their description that were added t
>    Toron’s GA4 , the users column shows the number of users that have
>    populated the audience since its creation date. Apologies for not
>    being clear in our retargeting call. I had thought audiences might get made
>    in Google Ads and not GA4. Moving forward, please do not make any changes
>    to our GA4 until they have been outlined in writing. This way. I can review
>    them with our web team and make sure they are approved. Then I can have
>    them implement or we can agree that your team will implement the changes.
>    Are there updated numbers on users? Seems like the second audience would be
>    larger than the first. Once we look at those numbers we can see what
>    audience we want to use. I am thinking all users who have come to the site
>    but not visited the careers page or the thank you form (and possibly also
>    not the blogs depending on the size of the audience) over the last 3
>    months.  What do you think of using that audience?
>
> Audience name
>
> Description
>
> Users
>
> All Users - 30 days
>
> All users - 30 days
>
> 4,463
>
> all visitors - all time
>
> all traffic - from all time who ever visited our site
>
> 407
>
> Cross network - All Time
>
> all traffic from google search ads - all time
>
> < 10 Users
>
> Display Ads Traffic- All Time
>
> all traffic from google display ads - all time
>
> < 10 Users
>
> Search ads Traffic - All Time
>
> all traffic from google search ads - all time
>
> 2
>
> visited any main pages - no blogs or others - all time
>
> visitors who visited any main pages but no blogs or others pages - all time
>
> 100
>
> visited any secondary pages - all time
>
> visitors who visited any other pages except services and contact and home
> page - all time
>
> 407
>
> Visited Page - Contact us - all time
>
> visitors who visited contact us page
>
> 15
>
> Visited Page - Home page - all time
>
> visitors who visited home page
>
> 55
>
> visited services page - all time
>
> visitors who visited any of the services page only
>
> 42
>
>
>
>    1. Winnipeg “R0C” has been reduced to a localized radius targeting of
>    10 miles (recommended by IFM team). Here is what that looks like, please
>    review, and let us know if there are any further changes required for this.
>    Tim - please review with the local team and let InFront know.
>
>
>
> Thanks,
>
> Ash
>
> --
>
> *Ash Brar*
>
> In Front Marketing
>
> Results Driven Performance Marketing
>
>
>
> 587.969.7574.
>
> *ash@infrontmarketing.ca <ash@infrontmarketing.ca>*
>
> Suite 401 – 255 17 Ave SW, Calgary, AB
>
>
>
> <https://www.infrontmarketing.ca/>
> <https://www.facebook.com/infrontcalgary/>
> <https://www.linkedin.com/in/johnmccolman>
> <https://twitter.com/infrontyyc>
>
>
>
>
>
>
> --
>
> *Alexa Graziani *
>
> Senior Marketing Manager - Consumer Growth
>
> *Please note my email has changed: *
>
> agraziani@thekey.com <https://brand.thekey.com/esg/agraziani@thekey.com>
>
> (650) 416-1538 Ext. 181538
>
> *TheKey.com <https://www.thekey.com/>*
>
> [image: TheKey] <https://homecareassistance.com/>
>
>
>
>
> --
>
> *Alexa Graziani *
>
> Senior Marketing Manager - Consumer Growth
>
> *Please note my email has changed: *
>
> agraziani@thekey.com <https://brand.thekey.com/esg/agraziani@thekey.com>
>
> (650) 416-1538 Ext. 181538
>
> *TheKey.com <https://www.thekey.com/>*
>
> [image: TheKey] <https://homecareassistance.com/>
>
>
>
>
> --
>
> *Joey Taylor*
>
> *Regional Care Solutions Manager*
>
> 514-907-5065
>
> *TheKey.ca*   <https://thekey.ca/>
>
> [image: TheKey]
>
>
>
>
> --
>
> *Alexa Graziani *
>
> Senior Marketing Manager - Consumer Growth
>
> *Please note my email has changed: *
>
> agraziani@thekey.com <https://brand.thekey.com/esg/agraziani@thekey.com>
>
> (650) 416-1538 Ext. 181538
>
> *TheKey.com <https://www.thekey.com/>*
>
> [image: TheKey] <https://homecareassistance.com/>
>
>
>
>
> --
>
> *Alexa Graziani *
>
> Senior Marketing Manager - Consumer Growth
>
> *Please note my email has changed: *
>
> agraziani@thekey.com <https://brand.thekey.com/esg/agraziani@thekey.com>
>
> (650) 416-1538 Ext. 181538
>
> *TheKey.com <https://www.thekey.com/>*
>
> [image: TheKey] <https://homecareassistance.com/>
>
>
>


-- 
Alexa Graziani
Senior Marketing Manager - Consumer Growth
* Please note my email has changed: *
agraziani@thekey.com <https://brand.thekey.com/esg/agraziani@thekey.com>
(650) 416-1538 Ext. 181538
TheKey.com <https://www.thekey.com/>
[image: TheKey] <https://homecareassistance.com/>