Here is the link in AP to see the paid results:
https://analytics.homecareassistance.com/marketing/campaign-location-dashboard
Filter the Division to just Canada and then you can filter by campaign
location (what we use for our reporting) or office (to see the leads
actually associated with each office). Clicking on the campaign location in
the chart will filter the Salesforce records below to only show records
associated with that campaign. Then you can click on the record to bring it
up in Salesforce (this functionality is currently broken but is the
intended functionality of the report).
Note for July - we are seeing a much greater % of leads not moving forward
for Vancouver. They also did not hit our 3:1 goal for June, with most
opportunities closing before assessment. Given this is the market we are
spending the most money in now, any insights you can share on this market
in tomorrow's call will be especially helpful.
There have not been any assessments completed for the region as of yet so
that's also something to keep an eye on.
Sincerely,
On Wed, Jul 12, 2023 at 10:33 AM Alexa Graziani <agraziani@thekey.com>
wrote:
> Thanks, Tim! That overall feedback and hearing from the local teams will
> be really helpful.
>
> One main callout we learned on our call yesterday is that we can only
> target the first three letters/numbers of the postal codes. We have to
> target the whole area and can't drill down into the full 6. So this will be
> the main optimization we should collaborate on before going to InFront with
> specific changes or additional questions.
>
> If needed, we can implement radius targeting either instead of or in
> addition to the postal codes (which are the circles you see on some of the
> screenshots). I'd have to confirm with the team but I think they said the
> smallest they can go is 1/2 mile. However, Google also cautions in their
> support articles that "it's worth keeping in mind that selecting a small
> radius could mean that your ads might only show intermittently or not at
> all. That’s because small targets might not meet our targeting criteria.".
>
> Here
> <https://docs.google.com/spreadsheets/d/13HIQwnjGfGSZD2U6DKsKLCXxiUECyADU/edit#gidF334569>is
> a new sheet that combines the info InFront sent with the down
> funnel information we have in AP. It's not exactly apples to apples because
> the down-funnel data is slightly more than just Q2 but it should give us
> similar insights.
>
> - Blue are postal codes that have generated SOC
> - yellow are postal codes that have generated opportunities
> - Orange means I have a question on why you/the team thinks a postal
> code has strange metrics (ex: T2N in Calgary has 14 leads and 14
> opportunities but no clients or SOC)
> - Red means we have spent a lot in the platform but have not generated
> any leads/opportunities
>
> We can compare this to the Google map
> <https://www.google.com/maps/d/u/0/edit?mid=1GBXL0SFLpSaIEjBNUmPc7fZE5Dp-Xyc&llC.3766303812%2C-76.39561527574428&z=9>
> I built and the feedback from the local team to figure out what direction
> we want to move in. I agree that this data shows we are spread too wide,
> especially in Toronto/ the greater area (Waterloo, Oakville, Mississauga).
>
>
> On our call today, before we dive into postal codes, I want to briefly
> update you on the following top-of-funnel areas of optimization:
>
> 1. Ad schedules
> <https://docs.google.com/document/d/18Sev26m7psojC6bLBTfXqeNfeyOLS43qvmQyS3Mjy6g/edit>
> 2. Call duration for conversions
> <https://docs.google.com/document/d/16Mx0SI0UTl9Rg8QQVMdDIYXWaQqcbWrUR55hmv4I3iM/edit>
> 3. Age targeting (no change for 20Eight but InFront will move to only
> target 45+)
> 4. Income targeting (both agencies will move to only target top 10%
> and unknown)
>
> Sincerely,
>
> On Wed, Jul 12, 2023 at 6:00 AM Timothy Thomas <tt@thekey.com> wrote:
>
>> Thanks Alexa,
>>
>> I've shared this with the local leaders for review. At quick glance it
>> looks like we're too broad in our targeting. I recommend really tightening
>> in on the high net worth postal codes. Or creating separate
>> campaigns exclusively for those where we make sure to dominate the search
>> impression for the highest converting keywords.
>>
>>
>> On Tue, Jul 11, 2023 at 7:38 PM Alexa Graziani <agraziani@thekey.com>
>> wrote:
>>
>>> This is also an interesting overlay for Calgary:
>>> https://www.calgary.ca/research/population-profile.html
>>>
>>> On Tue, Jul 11, 2023 at 2:02 PM Alexa Graziani <agraziani@thekey.com>
>>> wrote:
>>>
>>>> Hi Tim,
>>>>
>>>> Please see the geo targeting review InFront provided starting on slide
>>>> 47 of the Q2 deck
>>>> <https://www.canva.com/design/DAFnrtMay0w/-2pd2bo88bZSHJ_MmjgTBg/edit?utm_contentÚFnrtMay0w&utm_campaignÞsignshare&utm_medium=link2&utm_source=sharebutton>,
>>>> along with the downfunnel information I plotted out in Google Maps
>>>> <https://www.google.com/maps/d/u/0/edit?mid=1GBXL0SFLpSaIEjBNUmPc7fZE5Dp-Xyc&llC.26194140046957%2C-79.49101322496303&z=8>,
>>>> prior to our call tomorrow.
>>>>
>>>> Let's plan this as well, as I'd like to provide InFront with some
>>>> updated direction on which areas we'd like to focus on and if there are any
>>>> areas they should not be targeting.
>>>>
>>>> Thanks.
>>>>
>>>> On Tue, Jul 11, 2023 at 1:59 PM Alexa Graziani <agraziani@thekey.com>
>>>> wrote:
>>>>
>>>>> Thank you, Patrick!
>>>>>
>>>>> Adding Tim here as well.
>>>>>
>>>>> Please move forward with the areas outlined except do not remarket
>>>>> visitors in that 12-30 day window. For now, we want to work on optimizing
>>>>> everything else before we consider adding in remarketing.
>>>>>
>>>>> Sincerely,
>>>>>
>>>>> On Tue, Jul 11, 2023 at 1:27 PM Patrick Zehnder <
>>>>> patrick@infrontmarketing.ca> wrote:
>>>>>
>>>>>> Hello Alexa & Megan,
>>>>>>
>>>>>>
>>>>>>
>>>>>> It was great to meet you today! Thank you for taking the time to
>>>>>> review your Q2 results.
>>>>>>
>>>>>>
>>>>>>
>>>>>> Here is the link for the Q2 Report
>>>>>> <https://www.canva.com/design/DAFnrtMay0w/-2pd2bo88bZSHJ_MmjgTBg/edit?utm_contentÚFnrtMay0w&utm_campaignÞsignshare&utm_medium=link2&utm_source=sharebutton>
>>>>>> as well as the June Report
>>>>>> <https://www.canva.com/design/DAFnsiE_UOM/50EkowRA5IdpEa869fts7w/edit?utm_contentÚFnsiE_UOM&utm_campaignÞsignshare&utm_medium=link2&utm_source=sharebutton>
>>>>>> .
>>>>>>
>>>>>>
>>>>>>
>>>>>> I have also attached an Excel spreadsheet which covers Q2 by
>>>>>> conversions and postal codes, expanding on the last few slides in the Q2
>>>>>> report.
>>>>>>
>>>>>>
>>>>>>
>>>>>> Some additional resources:
>>>>>>
>>>>>> Calgary Community Profiles
>>>>>> <https://www.calgary.ca/communities/profiles.html>
>>>>>>
>>>>>> How to read auction insights
>>>>>> <https://support.google.com/google-ads/answer/2579754?hl=en>
>>>>>>
>>>>>> Comparing UA and GA4 Metrics
>>>>>> <https://support.google.com/analytics/answer/11986666?hl=en#zippy=%2Cin-this-article>
>>>>>>
>>>>>> An additional attachment reviewing engagement rates in GA4.
>>>>>>
>>>>>>
>>>>>>
>>>>>> This week, we’ll review some additional items with Ash for campaign
>>>>>> adjustments, including investigating opportunities for household income and
>>>>>> age targeting, and explore the possibility of remarketing visitors in that
>>>>>> 12-30 day window where we’re seeing a little spike in conversions. We’ll
>>>>>> also be looking at additional negative keywords based on services that
>>>>>> don’t apply and competitors.
>>>>>>
>>>>>>
>>>>>>
>>>>>> Please let us know if you have any questions!
>>>>>>
>>>>>>
>>>>>>
>>>>>> Thank you!
>>>>>>
>>>>>>
>>>>>>
>>>>>> Patrick Zehnder
>>>>>>
>>>>>> In Front Marketing
>>>>>>
>>>>>> Results Driven Performance Marketing
>>>>>>
>>>>>>
>>>>>>
>>>>>> *patrick@infrontmarketing.ca <patrick@infrontmarketing.ca%0d>*
>>>>>>
>>>>>> Suite 401 – 255 17 Ave SW, Calgary, AB
>>>>>>
>>>>>>
>>>>>>
>>>>>
>>>>>
>>>>> --
>>>>> 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/>
>>>
>>
>>
>> --
>> Tim Thomas
>> Head of Canada Division
>> *Please note my email has changed:*
>> tt@TheKey.com <tt@thekey.com>
>> (514) 591-9387
>> TheKey.ca <https://www.thekey.ca/>
>> [image: TheKey] <https://www.thekey.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/>