Re: September meeting action items, requested assets and details

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 <mailto: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<mailto: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<mailto: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<mailto: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<mailto: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:

[cid:18b39c487939374b66]

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.
[cid:18b39c48793855d355]

Thanks,
Ash
--
Ash Brar
In Front Marketing
Results Driven Performance Marketing

587.969.7574.
ash@infrontmarketing.ca<mailto:ash@infrontmarketing.ca>
Suite 401 – 255 17 Ave SW, Calgary, AB

[cid:18b39c487934cff311]<https://www.infrontmarketing.ca/> [cid:18b39c487935b16b22] <https://www.facebook.com/infrontcalgary/>  [cid:18b39c48793692e333] <https://www.linkedin.com/in/johnmccolman>  [cid:18b39c487937745b44] <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/>
[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/>
[TheKey]<https://homecareassistance.com/>


--

Joey Taylor

Regional Care Solutions Manager

514-907-5065

TheKey.ca  <https://thekey.ca/>

[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/>
[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/>
[TheKey]<https://homecareassistance.com/>