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Re: 3 Month Performance Review

From
John McColman <john@infrontmarketing.ca>
To
Alexa Graziani <agraziani@thekey.com>
CC
Timothy Thomas <tt@thekey.com>, Phil Chanda <phil.chanda@thekey.com>, Arshdeep Brar <ash@infrontmarketing.ca>
Date
2022-12-15 21:10:15
Folder
INBOX
📎 image001.png
Hi Alexa,

Following up on when we can review Calgary and start other markets.

What’s your schedule like early next week? Can we start building out other markets before we meet?

Which markets should we start with?

Any other questions regarding keywords per market, language, etc?

John McColman
In Front Marketing

403.861.9727
john@infrontmarketing.ca <mailto:john@infrontmarketing.ca>




From: Alexa Graziani <agraziani@thekey.com>
Date: Friday, December 9, 2022 at 12:59 PM
To: John McColman <john@infrontmarketing.ca>
Cc: Timothy Thomas <tt@thekey.com>, Phil Chanda <phil.chanda@thekey.com>, Arshdeep Brar <ash@infrontmarketing.ca>
Subject: Re: 3 Month Performance Review
Thank you John and Ash!  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌  ‌
External (agraziani@thekey.com<mailto:agraziani@thekey.com>)
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Thank you John and Ash!

On Fri, Dec 9, 2022 at 9:14 AM John McColman <john@infrontmarketing.ca<mailto:john@infrontmarketing.ca>> wrote:
Hi Alexa,

Answering 2 after talking with the team. All ads search ads that are responsive are “excellent,” meaning we’re utilizing all headlines and descriptions. Almost all assets are Good or Great as well. We tend not to push out any ads that aren’t lower than this as we know it will affect performance.

Recently, we have done a massive overhaul on our content, so many ad sets are back in the “learning” phase with Google again. Please see the image below.

[cid:184f877db6e4cff311]

I’ll have the team (Mathew or Ash) send over the performance of what we’ve seen in the past (like above) as well.

Hope to get this over to you today. Thankyou,

John McColman
In Front Marketing

403.861.9727
john@infrontmarketing.ca <mailto:john@infrontmarketing.ca>




From: Alexa Graziani <agraziani@thekey.com<mailto:agraziani@thekey.com>>
Date: Wednesday, December 7, 2022 at 1:13 PM
To: John McColman <john@infrontmarketing.ca<mailto:john@infrontmarketing.ca>>
Cc: Timothy Thomas <tt@thekey.com<mailto:tt@thekey.com>>, Phil Chanda <phil.chanda@thekey.com<mailto:phil.chanda@thekey.com>>
Subject: Re: 3 Month Performance Review

Thank you, John! Received. We will review it this week and then connect on a time to go through it together.

I have two call-outs for additional info after briefly flipping through it.

1) We'd like to dive deeper into the search campaign itself to the ad group and keyword levels - what learnings are you seeing there?

2) For the ad copy, I like the structure of laying out the data. However, there's nothing about how they are performing.  These are RSAs, correct? I believe that once there is enough data, google should tell us which are performing average, above average, and below average, for example. And that if there isn't enough data, there should be another measure to see if we are good excellent, etc. Can you please add that sort of data as well? Plus any strategy around how you recommend testing additional headlines and descriptions?

Can you add both of these items by 12pm PT Friday?

Sincerely,

On Mon, Dec 5, 2022 at 3:10 PM John McColman <john@infrontmarketing.ca<mailto:john@infrontmarketing.ca>> wrote:
Hi Alexa,

Thank you for the patience while we put together a few things!

First, here is the presentation you can view in Canva. I worry about the size of emails as sometimes these can be 15mb+. I can send a link to DL if you like.

https://www.canva.com/design/DAFTp9xcifs/ARpJLO_lcoo0Nps21-Fvtg/view?utm_content=DAFTp9xcifs&utm_campaign=designshare&utm_medium=link2&utm_source=sharebutton<https://shared.outlook.inky.com/link?domain=www.canva.com&t=h.eJxNkMtugzAQRX8lYtFVirF5GCKhJlKVRRS1UtV9ZPwAF2wj20Af6r8X002298ycuZqfaLJDdNhFnfejOwCwLEtMiZ5JTI0CjDvZavB8Or-P1SeVwoHT23i5vt4GakzyMjoEH8-zb8Es-fI0eXWjRnuufX2387DlRI1kldX_TtcRyzegOJOTqgepe7QFzkyW8nqbaCbvjY72u6gPLTX3xrZphkqIEvBhOn2UWtj1pCK2517qdm0PGkYYqhCucJOlOBeCwTITuEpxWUAicgALnBQwr_IiTstg58FOWku-JdHy6Dve86_wggBZgHfR7x_4iWgz.MEUCIEs9hZMQbPVaslLMgx4MakWJXJjfDGkaKC3xQ0TbhGrwAiEAkEl1U8amTlBdX8IbI4zlVJ4TvUTHCk2-yZxNW4V77N8>

A few things to note, you’ll see the traffic from Sept – Nov drop from the previous 3 months. Once you get to page 8 (Conversions) you’ll see that the increase in leads was dramatically increased. This shows although we’re driving less traffic, they’re higher quality.

Page 9 is assisted conversions. How we’re touching more than just Google CPC leads.

Page 17 you’ll see our CPA significantly drop from Sept – Nov compared to previous 3 months.

Page 18, Impression share grew over this time as well.

When can we review this on a ZOOM? I can ensure Ash and I are available for a call to go over any questions that may come up. Also, if this is good, what markets did you want to see first? We will start the rest of the markets.

AD GROUP LANGUAGE

Here is a bit of a master sheet we have going for all markets regarding the location, campaign, ad group, ad type, keywords, headlines and descriptions.
https://docs.google.com/spreadsheets/d/1oZmoI0n3OEZn8FoFUfi4vk6o-ZlPmHXPmzTrkCrh4uI/edit?usp=sharing<https://shared.outlook.inky.com/link?domain=docs.google.com&t=h.eJxNj81KxDAYRV9lyFqbpkmbdmBwQByclbNQkO4yza9t8pUkFRzx3TU7t_dczuV-oy0uaL9DNuc17TGWMKXKAJhFVRN4nNaohExWqZywxARGD-c60JenMfQnOL1pxz7nDu7H5eKf3y_-9hrnx2jZdsZKuvywpfWQrIguGHS3Q3MZCypDNJQ1PWlq_AE2HF3QEUL2Is4q_3WrSeCrFLIZGj7wK6O81VqSnmk-UN53ROgWk47XHWmHtqtoX-yq2IWJ4uZEcMds1ay-yo8CZYH_op9fEFRRhw.MEQCIAyzwFSwnZJhy2SC4Xweh2Dh6IoO3nGs7-9MWcAnTI4BAiB3UJNib0Bz0AtvCfgLnkc8tpeljyHUTw8Pdili_XVisw>

I would like to lock this down for access, who needs access to this document? Right now it’s a share – view only.

We are counting characters as well. We’ve gone over this with a few team members and believe each market has nuances based on longevity. Robyn, who is from the East Coast, mentioned that COVID broke the trust with elderly care, so we’re making efforts to boost trust in that market. Hopefully spurring people to reach out because our language is driving more trust in market for private health care.

We can also go over the language sheet after the Calgary Report run through.

Does everyone have time this week or next week?

If there are any questions, or I forgot anything, please ask.

Alexa, did we end up finding the Google Ads account that was causing the calls?

Thanks everyone!

John McColman
In Front Marketing

403.861.9727
john@infrontmarketing.ca <mailto:john@infrontmarketing.ca>




From: Alexa Graziani <agraziani@thekey.com<mailto:agraziani@thekey.com>>
Date: Tuesday, November 29, 2022 at 4:44 PM
To: John McColman <john@infrontmarketing.ca<mailto:john@infrontmarketing.ca>>
Cc: Timothy Thomas <tt@thekey.com<mailto:tt@thekey.com>>, Phil Chanda <phil.chanda@thekey.com<mailto:phil.chanda@thekey.com>>
Subject: Re: 3 Month Performance Review

Yes, let's do Calgary first to test the format. Thank you! :)

On Tue, Nov 29, 2022 at 3:08 PM John McColman <john@infrontmarketing.ca<mailto:john@infrontmarketing.ca>> wrote:
Hi Alexa,

Last one for the day I promise 😊

Yes, we will do a 3 month comparison and build it out in Canva to show all data points.

We will also share our pain points from each market as there are nuances with each.

Middle next week is fine. I’ll have the team start building this out.

We will start with Calgary. Did you want to review Calgary first and then we can plan out the rest?

John McColman
In Front Marketing

403.861.9727
john@infrontmarketing.ca <mailto:john@infrontmarketing.ca>




From: Alexa Graziani <agraziani@thekey.com<mailto:agraziani@thekey.com>>
Date: Tuesday, November 29, 2022 at 3:25 PM
To: John McColman <john@infrontmarketing.ca<mailto:john@infrontmarketing.ca>>
Cc: Timothy Thomas <tt@thekey.com<mailto:tt@thekey.com>>, Phil Chanda <phil.chanda@thekey.com<mailto:phil.chanda@thekey.com>>
Subject: 3 Month Performance Review

Hi John,

I want to deep dive into the wins and pain points of the Canadian PPC.

I'm planning to look at Calgary as the first market. I know their reporting is here<https://shared.outlook.inky.com/link?domain=datastudio.google.com&t=h.eJxNjkluwzAQBL9i8BxpuIibT_6JMeImRjYp0JSBJMjfA95y7QKq-oec7UGuF7L1fryuAB47vvrpc51TrekRZlefcAKFFo7aei4JmPOKU2YnLdw6LQ7jhNTwSaGVLBjBpTFwYApw3JHvbxr29e3Ix4XsI1VCry2JhRvGKXzWrdxyia2W_sS2h5GYHcLq0XPLtdXrIrSM0TOzRG2FNophlMCUpopJK9UszLCHYcfU8Dtjybe-hT18jf8D-gH_Tb9_4CdNIg.MEUCIQC-aGEVrDtOhJJ3OE7W_WszwSJ6Vvk5dI2tv7DIEjhoFAIgKBS5_mQBPCHdqvDyCHrnJ5cSXeTgqUEZTawI1giLvME>, which I do have access to. However, it's not great for comparing a 3-month time period (and also seeing the details of each month still).

Would your team be able to do a 3-month review of Google Ads and send it over early next week? I'd like to review September-November compared to the previous three months.

Sincerely,

--
Alexa Graziani
Senior Marketing Manager - Consumer Growth
Please note my email has changed:
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(650) 416-1538 Ext. 181538
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--
Alexa Graziani
Senior Marketing Manager - Consumer Growth
Please note my email has changed:
agraziani@thekey.com <https://shared.outlook.inky.com/link?domain=brand.thekey.com&t=h.eJx1jbsSgyAUBX_Foc6AgLys_JWrPCRGcJAUSSb_nqFKmrRn5-y-0L3c0NihtdbjHAmZCySL6-o298BL3ok7A4FQ4BkhxekL0KVDW3smV3MJfGCasp5c85qmmHzJqe5QNldjCngBMluwzDBl1DxwJby3VA9eGa60pOAFoVL1kgojJOa62V2z_0vbBn-m9wc5Jz_H.MEYCIQDz4Zf25A7hM28WuzdjTZPHjYiAx20G2aO6PZOde3twlwIhAOvqvHQpmmdSZKi8vXuks2U-canAwdqviL2SHY7W7yoU>
(650) 416-1538 Ext. 181538
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--
Alexa Graziani
Senior Marketing Manager - Consumer Growth
Please note my email has changed:
agraziani@thekey.com <https://shared.outlook.inky.com/link?domain=brand.thekey.com&t=h.eJx1jbsSgyAUBX_Foc6AgLys_JWrPCRGcJAUSSb_nqFKmrRn5-y-0L3c0NihtdbjHAmZCySL6-o298BL3ok7A4FQ4BkhxekL0KVDW3smV3MJfGCasp5c85qmmHzJqe5QNldjCngBMluwzDBl1DxwJby3VA9eGa60pOAFoVL1kgojJOa62V2z_0vbBn-m9wc5Jz_H.MEYCIQDz4Zf25A7hM28WuzdjTZPHjYiAx20G2aO6PZOde3twlwIhAOvqvHQpmmdSZKi8vXuks2U-canAwdqviL2SHY7W7yoU>
(650) 416-1538 Ext. 181538
TheKey.com <https://shared.outlook.inky.com/link?domain=www.thekey.com&t=h.eJxNzU0OwiAYRdGtNIwNFCh_HXUrXwu0WAsNYoga924Y6fSd5L43euQbGju0lXLeR0JqrbhsbndPvKSDoEuH9ubRlZRXPjBNWU-uaYtTiD6nWA7IuyshrngBMluwzDBl1DxwJby3VA9eGa60pOAFoVL1kgojJOa61V2rw5rhFSCG6ffd0Db8mz5f9x01yg.MEYCIQC20WDM1KSNfgcuw7tgB9ykzR2x33B55MMc5kGmRuhWnAIhAO4tlHKHmUbSxlMGquAcX0KoxMFCOhNXFb8MigS4m5bk>
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--
Alexa Graziani
Senior Marketing Manager - Consumer Growth
Please note my email has changed:
agraziani@thekey.com <https://shared.outlook.inky.com/link?domain=brand.thekey.com&t=h.eJx1jbsSgyAUBX_Foc6AgLys_JWrPCRGcJAUSSb_nqFKmrRn5-y-0L3c0NihtdbjHAmZCySL6-o298BL3ok7A4FQ4BkhxekL0KVDW3smV3MJfGCasp5c85qmmHzJqe5QNldjCngBMluwzDBl1DxwJby3VA9eGa60pOAFoVL1kgojJOa62V2z_0vbBn-m9wc5Jz_H.MEYCIQDz4Zf25A7hM28WuzdjTZPHjYiAx20G2aO6PZOde3twlwIhAOvqvHQpmmdSZKi8vXuks2U-canAwdqviL2SHY7W7yoU>
(650) 416-1538 Ext. 181538
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