Hi John, Please change to a 30 min meeting, thank you!
Re: 3 Month Performance Review
Tuesday Dec 20, 2022 ⋅ 10:30am – 11:30am
Pacific Time - Los Angeles
Location
https://zoom.us/j/2923611214
https://www.google.com/url?q=https%3A%2F%2Fzoom.us%2Fj%2F2923611214&sa=D&ust=1671583260000000&usg=AOvVaw310kia49Q4i3cXY-6nOYXI
Attachments
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https://zoom.us/j/2923611214
From: Alexa Graziani
Date: Thursday, December 15, 2022 at 4:25 PM
To: John McColman
Cc: Timothy Thomas , Phil Chanda , Arshdeep Brar
Subject: Re: 3 Month Performance Review
It would be great if you sent one out, thank you!
External (agraziani@thekey.com)
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It would be great if you sent one out, thank you!
On Thu, Dec 15, 2022 at 3:02 PM John McColman > wrote:
Tuesday the 20th at 10:30am PST (11:30am MST) works for us.
Would you like to send me out an invite? Or did you want to send one out?
John McColman
In Front Marketing
403.861.9727
john@infrontmarketing.ca
From: Alexa Graziani >
Date: Thursday, December 15, 2022 at 3:24 PM
To: John McColman >
Cc: Timothy Thomas >, Phil Chanda >, Arshdeep Brar >
Subject: Re: 3 Month Performance Review
Hi John,
Apologies for not following up. Yes, let's meet next week to review
Calgary. Let's set up 30 mins for that call.
Then, let's wait to do January and have you do the other markets. This way
it can be a Q4 review in the same format (and compare to Q3 time period).
How does 10:30-11am PT / 1:30-2pm ET on Tuesday the 20th work? If it
doesn't, perhaps that same time slot on Thursday?
Sincerely,
On Thu, Dec 15, 2022 at 1:11 PM John McColman > wrote:
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
From: Alexa Graziani >
Date: Friday, December 9, 2022 at 12:59 PM
To: John McColman >
Cc: Timothy Thomas >, Phil Chanda >, Arshdeep Brar >
Subject: Re: 3 Month Performance Review
Thank you John and Ash!
On Fri, Dec 9, 2022 at 9:14 AM John McColman > 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:image001.png@01D910A2.C64FB880]
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
From: Alexa Graziani >
Date: Wednesday, December 7, 2022 at 1:13 PM
To: John McColman >
Cc: Timothy Thomas >, Phil Chanda >
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 > 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
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
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
Organizer
John McColman
john@infrontmarketing.ca
Guests
agraziani@thekey.com - creator
Arshdeep Brar - optional
Phil Chanda - optional
Timothy Thomas - optional