--_000_YT4PR01MB96710B837B734890A5187056D70F9YT4PR01MB9671CANP_ Content-Type: text/plain; charset="us-ascii" Content-Transfer-Encoding: quoted-printable Hi All, I wanted to follow up on some changes that were made to Calgary and has led= to an underspend on the account. We wanted to address this in case we're n= ot seeing something that Calgary is. What Happened? The HCA Calgary Campaigns spent a lot less in November as compared to the b= udget of $6,000/month. When? The daily spends dropped in the November from about $200 to $65. Why? The search campaigns use a max conversions strategy with a max CPA at $50. = This allows us to cost control the leads we get. We added more locations to= Calgary's campaign on 23rd November. More new locations mean more people i= n the market and hence more prospective customers. The campaign then starte= d getting a similar number of conversions at a lower spend, resulting in a = lower spend overall. According to Tim's email, we had good conversions this month so we wouldn't= want to make any big changes to the campaign so that it stops optimizing t= he way it is. Then what's the issue? The issue is that this might not be a long-term solution. We may have had a= good two weeks in the beginning as we introduced more people to the market= , but this growth of the market won't be consistent, and the conversions wi= ll start coming down. For now, we have taken the CPA to $62.50 as recommended by google based on = the campaign's optimization. The ca