--00000000000024573a06066f3ecd Content-Type: text/plain; charset="UTF-8" Content-Transfer-Encoding: quoted-printable Thanks for sharing the doc, Ash. There are two other keywords for each location that I'd like to remove: Vancouver: 1. elder care services (high cost per lead) 2. temporary home care after surgery (I think we already removed this one but want to confirm) Toronoto: 1. caregiver provider agency - higher cost per lead (likely capturing a lot of caregiver calls) 2. private personal support worker - higher cost per lead (likely capturing a lot of caregiver calls) Thanks! On Thu, Sep 28, 2023 at 9:59=E2=80=AFAM Alexa Graziani wrote: > Hi Ash, > > I love this analysis! Very well done. > > To answer your question about the highest cost per conversion that we wan= t > to go for, it depends on the down-funnel information we're seeing. In > general, if a keyword is generating leads and opportunities at or below o= ur > average then it's worth it to keep it on even if the cost per conversion = is > higher than average. However, if it's generating leads and opportunities = at > much higher than average, it's not worth it to keep the keyword running > even if it's converting around average. > > Our average cost per lead for Canada overall is ~$350 CAD and cost per > opportunity is ~$1200 CAD. > > The only thing I'm confused about is I think your use of color might > change between the summary and the keyword lists. For example, "home care > assistance Vancouver" is red in the summary but green in the keyword list= . > Are you saying we should keep exact match but pause phrase match? > > The other keywords marked in red for Vancouver that I'd like to keep are: > > 1. Some more of the "in home care" variations since we saw two SOC > with in home care in the term. I'd like to give the variations more of= a > chance: > - in home care services (since we saw a SOC for home care services) > - private in home caregivers (since we saw an opportunity) > - in home care vancouver > 2. Some more of the "private" keywords since we've seen opportunities > from keywords with that term in it. > - private home care Vancouver (if I look at a longer time frame, I > can see a SOC from this one) > - private home nursing > > > I agree that we should pause the rest of the Vancouver keywords marked in > red > . > Please do so today or tomorrow. Just double check that none of the ones > you're turning off drove opportunities in this list > > . > > > For Toronto, I'd like to keep a few of the ones marked in red as well: > > 1. A few home care related > - Home care Toronto exact match only > - in home care toronto exact match only > - live in home care exact match only > 2. Some of the "private keywords" > - private home care Toronto - CPA is around average so I'd like to > give it another chance > 3. a few branded terms > - home care assistance toronto - strong cost per lead and > opportunity > - the key home care assistance - would like to keep all "the key" > keywords >