All good, I�m just working on another email as well. I�ll get the full breakdown.
John McColman
In Front Marketing
403.861.9727
john@infrontmarketing.ca <mailto:john@infrontmarketing.ca>
From: Alexa Graziani <agraziani@thekey.com>
Date: Tuesday, February 21, 2023 at 1:33 PM
To: John McColman <john@infrontmarketing.ca>
Cc: Timothy Thomas <tt@thekey.com>
Subject: Re: Canada Paid Ads Budget Increase for March and April
John - can you also give me the current monthly budgets for all markets? A few of them were lumped together on the last contract we signed so I'm having trouble matching that up to what's happening in
External (agraziani@thekey.com<mailto:agraziani@thekey.com>)
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John - can you also give me the current monthly budgets for all markets? A few of them were lumped together on the last contract we signed so I'm having trouble matching that up to what's happening in the account. Thanks!
On Tue, Feb 21, 2023 at 12:17 PM Alexa Graziani <agraziani@thekey.com<mailto:agraziani@thekey.com>> wrote:
Hi Tim and John,
I'd like to have common numbers we're all looking at the align on the size/potential for search ads in each market.
I went into Google Keyword planner and searched for "home care" for each of our markets. I've outlined the reach (people in or interested in this region) as well as the monthly search volume it estimates for that keyword in the region and listed them below. (Using home care search volume as a directional metric for search volume overall).
John, does this align with what you've seen overall for the locations?
I will be using this to build out new budgets for each market.
Market
Reach*
Monthly Search Volume for �Home Care�**
Toronto
12.7 million
590
Greater Vancouver
4.6 million
210
Calgary
3.6 million
480
Montreal
8.3 million
140
Mississauga
1.9 million
110
Winnipeg
850,000
170
Oakville
640,000
40
Waterloo
325,000
30
On Mon, Feb 20, 2023 at 9:22 AM Alexa Graziani <agraziani@thekey.com<mailto:agraziani@thekey.com>> wrote:
Thanks, John! I forgot about the holiday, apologies. Tomorrow is totally fine for the updates.
Please do not increase budget until I confirm with you, which I'll do by EOW.
Thanks,
On Mon, Feb 20, 2023 at 9:13 AM John McColman <john@infrontmarketing.ca<mailto:john@infrontmarketing.ca>> wrote:
Hi All,
Sorry for the delayed responses. Today is a holiday in AB (Family Day) so I�m not in the office.
Changes to Google Naming, yes. We will start on this tomorrow, I�ll have Ash make it a priority.
I�ll double-check with Mathew on the missed calls. I know he used Google Ads for calls/tracking, but as mentioned in a previous email about reporting, I think we should be moving to CallRail for these. It�s good to have Google stats, but the time of calls, and missed calls should be through CallRail.
Tim, Mississauga started at the end of September. I�m not sure why tracking for Google doesn�t exist in CallRail until Jan 28th. I�ll talk with the team and see if it was around lack of access, or if something wasn�t completed.
The additional budget will go to the markets you mentioned. We�re low in Mississauga and we know it will benefit from more spend.
Thank you,
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: Monday, February 20, 2023 at 9:46 AM
To: Timothy Thomas <tt@thekey.com<mailto:tt@thekey.com>>
Cc: John McColman <john@infrontmarketing.ca<mailto:john@infrontmarketing.ca>>, Megan Heinen <mheinen@thekey.com<mailto:mheinen@thekey.com>>
Subject: Re: Canada Paid Ads Budget Increase for March and April
Thank you for the feedback!
On Mon, Feb 20, 2023 at 6:11 AM Timothy Thomas <tt@thekey.com<mailto:tt@thekey.com>> wrote:
Good morning Alexa,
Where did you pull the 15 missed calls from? I just checked via CallRail and I see 10, (which still isn't ideal) but I'm told they were called back within a few hours.
Without a doubt we could increase the spend in Mississauga. John, did we just recently turn on that market? I'm only seeing call rail google paid calls as of the end of January? Given the population size I believe we could definitely increase call volume there. Oakville and Waterloo also seem to be generating a low number of paid calls relative to population size. Therefore I would concentrate the additional spend in these markets.
Thanks,
Tim
On Fri, Feb 17, 2023 at 8:11 PM Alexa Graziani <agraziani@thekey.com<mailto:agraziani@thekey.com>> wrote:
Hi John and Tim,
We've been given approval to increase the PPC spend in the Canadian markets for March and April to hege against any seasonality that might cause a drop in leas at the same time as us moving into the Branding bridge.
We'd like to focus this spend on the new brand campaign for TheKey (but understand there will be minimal spend there) so also the home care and in home care keywords would be where we want to focus the spend as much as possible.
It would likely be about CAD $3,500 per month.
With this rough budget in mind, are there certain markets you would recommend we add budget to? I believe you said that the Missassauga market was lacking in budget. How much of this monthly budget could it use? We don't want to concentrate the spend in one market because we want to make sure to invest more across the portfolio so let us know what you would recommend.
Tim - From your perspective, are there certain markets where you'd recommend the spend being invested based on operational performance, if you think any markets might be prone to seeing a dip in January, etc?
I know Calgary and Winnipeg both saw 15+ missed calls in January so I don't think we should increase the budgets there until we get more insights into that.
Can you both please share your recommendations with me by EOD Tuesday?
I will be building out a plan on Wed/Thursday of next week with the aim of getting leadership approval by the 28th so that any changes can be made by the InFront team by March 3rd.
Sincerely,
Sincerely,
--
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.eJx1jUsSwiAQBa9isbYgkA8hq1xlCAPBmMEiuFDLu1usdOP2db3uF7vnK5tObC3ldkxC2AzkeFlxwwdf0i7wCAJChmcEivMXsPOJbfVJWFIObadGqRpxSSvNkXxOVHbIG5ZIgS8gRt026LQxXg3gjbdOLbYzHep-VLbthRy0bqQcVM-lrnas9n9pV-HP9P4AQaw_6Q.MEQCIGM5SVczdtxT1YGtILvUS8gqxc5KAe2CvXDZsqKrDxbwAiAdgs6LDNvpBqdo9tJ42pTEvRYZQgIW3h-WkOnBTEUq9g>
(650) 416-1538 Ext. 181538
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[TheKey]<https://shared.outlook.inky.com/link?domain=homecareassistance.com&t=h.eJxNjUsSwiAQBa9isbZCIB9CVrnKhAwBYwYLxoVa3t1i5_b1q-6PeOa7mC8iMD_KLGVIJzrICKXEwkAOG5dOKa4XcdQfIae8d72elG7lLQVaIvmciE_IB3KkvXEgJ9O1uBlrvR7BW79u2q297dEMk167QarRmFapUQ-NMtWO1Q57hncEigsHPPBV2xVuFf5N3x9LHDlB.MEUCIFfqdiznVgTC9_S57RI5il2Fml0s0BD4HJnnGMZgSanEAiEAtTWuoqFLOq1J0aaJGrD1JfqGovEbFO_n18dlB1UZqJg>
--
Tim Thomas
Head of Canada Division
Please note my email has changed:
tt@TheKey.com<mailto:Tim.Thomas@TheKey.com>
(514) 591-9387
TheKey.com<https://shared.outlook.inky.com/link?domain=www.thekey.com&t=h.eJxNzU0OwiAYRdGtNIwNFFoKdNSt8PPRIhYaxDRq3LthpNN3kvve6FFuaO7QVutxnwk5zxPXDSI8sc07QZcOxeYJai7rMDJJWU-ueUtLSL7kVHddItSQVmw1kWLowQmlPJu0V944Zs2oRhBcMjNwQichekonxjEVrQ6trteiX0GnsPy-G7qGf9PnC_-iNew.MEYCIQCwdctS2XfKPXbY8tUO57VU3hPv6rlkSAtfXhNmtAtzHgIhAIuJOs_btwfEVHI_tTiZXwTf0QulGFR2EVttC1VWyKAn>
[TheKey]<https://shared.outlook.inky.com/link?domain=www.thekey.com&t=h.eJxNzU0OwiAYRdGtNIwNFFoKdNSt8PPRIhYaxDRq3LthpNN3kvve6FFuaO7QVutxnwk5zxPXDSI8sc07QZcOxeYJai7rMDJJWU-ueUtLSL7kVHddItSQVmw1kWLowQmlPJu0V944Zs2oRhBcMjNwQichekonxjEVrQ6trteiX0GnsPy-G7qGf9PnC_-iNew.MEYCIQCwdctS2XfKPXbY8tUO57VU3hPv6rlkSAtfXhNmtAtzHgIhAIuJOs_btwfEVHI_tTiZXwTf0QulGFR2EVttC1VWyKAn>
--
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.eJx1jUsSwiAQBa9isbYgkA8hq1xlCAPBmMEiuFDLu1usdOP2db3uF7vnK5tObC3ldkxC2AzkeFlxwwdf0i7wCAJChmcEivMXsPOJbfVJWFIObadGqRpxSSvNkXxOVHbIG5ZIgS8gRt026LQxXg3gjbdOLbYzHep-VLbthRy0bqQcVM-lrnas9n9pV-HP9P4AQaw_6Q.MEQCIGM5SVczdtxT1YGtILvUS8gqxc5KAe2CvXDZsqKrDxbwAiAdgs6LDNvpBqdo9tJ42pTEvRYZQgIW3h-WkOnBTEUq9g>
(650) 416-1538 Ext. 181538
TheKey.com <https://shared.outlook.inky.com/link?domain=www.thekey.com&t=h.eJxNzU0OwiAYRdGtNIwNFFoKdNSt8PPRIhYaxDRq3LthpNN3kvve6FFuaO7QVutxnwk5zxPXDSI8sc07QZcOxeYJai7rMDJJWU-ueUtLSL7kVHddItSQVmw1kWLowQmlPJu0V944Zs2oRhBcMjNwQichekonxjEVrQ6trteiX0GnsPy-G7qGf9PnC_-iNew.MEYCIQCwdctS2XfKPXbY8tUO57VU3hPv6rlkSAtfXhNmtAtzHgIhAIuJOs_btwfEVHI_tTiZXwTf0QulGFR2EVttC1VWyKAn>
[TheKey]<https://shared.outlook.inky.com/link?domain=homecareassistance.com&t=h.eJxNjUsSwiAQBa9isbZCIB9CVrnKhAwBYwYLxoVa3t1i5_b1q-6PeOa7mC8iMD_KLGVIJzrICKXEwkAOG5dOKa4XcdQfIae8d72elG7lLQVaIvmciE_IB3KkvXEgJ9O1uBlrvR7BW79u2q297dEMk167QarRmFapUQ-NMtWO1Q57hncEigsHPPBV2xVuFf5N3x9LHDlB.MEUCIFfqdiznVgTC9_S57RI5il2Fml0s0BD4HJnnGMZgSanEAiEAtTWuoqFLOq1J0aaJGrD1JfqGovEbFO_n18dlB1UZqJg>
--
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.eJx1jUsSwiAQBa9isbYgkA8hq1xlCAPBmMEiuFDLu1usdOP2db3uF7vnK5tObC3ldkxC2AzkeFlxwwdf0i7wCAJChmcEivMXsPOJbfVJWFIObadGqRpxSSvNkXxOVHbIG5ZIgS8gRt026LQxXg3gjbdOLbYzHep-VLbthRy0bqQcVM-lrnas9n9pV-HP9P4AQaw_6Q.MEQCIGM5SVczdtxT1YGtILvUS8gqxc5KAe2CvXDZsqKrDxbwAiAdgs6LDNvpBqdo9tJ42pTEvRYZQgIW3h-WkOnBTEUq9g>
(650) 416-1538 Ext. 181538
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[TheKey]<https://shared.outlook.inky.com/link?domain=homecareassistance.com&t=h.eJxNjUsSwiAQBa9isbZCIB9CVrnKhAwBYwYLxoVa3t1i5_b1q-6PeOa7mC8iMD_KLGVIJzrICKXEwkAOG5dOKa4XcdQfIae8d72elG7lLQVaIvmciE_IB3KkvXEgJ9O1uBlrvR7BW79u2q297dEMk167QarRmFapUQ-NMtWO1Q57hncEigsHPPBV2xVuFf5N3x9LHDlB.MEUCIFfqdiznVgTC9_S57RI5il2Fml0s0BD4HJnnGMZgSanEAiEAtTWuoqFLOq1J0aaJGrD1JfqGovEbFO_n18dlB1UZqJg>
--
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.eJx1jUsSwiAQBa9isbYgkA8hq1xlCAPBmMEiuFDLu1usdOP2db3uF7vnK5tObC3ldkxC2AzkeFlxwwdf0i7wCAJChmcEivMXsPOJbfVJWFIObadGqRpxSSvNkXxOVHbIG5ZIgS8gRt026LQxXg3gjbdOLbYzHep-VLbthRy0bqQcVM-lrnas9n9pV-HP9P4AQaw_6Q.MEQCIGM5SVczdtxT1YGtILvUS8gqxc5KAe2CvXDZsqKrDxbwAiAdgs6LDNvpBqdo9tJ42pTEvRYZQgIW3h-WkOnBTEUq9g>
(650) 416-1538 Ext. 181538
TheKey.com <https://shared.outlook.inky.com/link?domain=www.thekey.com&t=h.eJxNzU0OwiAYRdGtNIwNFFoKdNSt8PPRIhYaxDRq3LthpNN3kvve6FFuaO7QVutxnwk5zxPXDSI8sc07QZcOxeYJai7rMDJJWU-ueUtLSL7kVHddItSQVmw1kWLowQmlPJu0V944Zs2oRhBcMjNwQichekonxjEVrQ6trteiX0GnsPy-G7qGf9PnC_-iNew.MEYCIQCwdctS2XfKPXbY8tUO57VU3hPv6rlkSAtfXhNmtAtzHgIhAIuJOs_btwfEVHI_tTiZXwTf0QulGFR2EVttC1VWyKAn>
[TheKey]<https://shared.outlook.inky.com/link?domain=homecareassistance.com&t=h.eJxNjUsSwiAQBa9isbZCIB9CVrnKhAwBYwYLxoVa3t1i5_b1q-6PeOa7mC8iMD_KLGVIJzrICKXEwkAOG5dOKa4XcdQfIae8d72elG7lLQVaIvmciE_IB3KkvXEgJ9O1uBlrvR7BW79u2q297dEMk167QarRmFapUQ-NMtWO1Q57hncEigsHPPBV2xVuFf5N3x9LHDlB.MEUCIFfqdiznVgTC9_S57RI5il2Fml0s0BD4HJnnGMZgSanEAiEAtTWuoqFLOq1J0aaJGrD1JfqGovEbFO_n18dlB1UZqJg>
--
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.eJx1jUsSwiAQBa9isbYgkA8hq1xlCAPBmMEiuFDLu1usdOP2db3uF7vnK5tObC3ldkxC2AzkeFlxwwdf0i7wCAJChmcEivMXsPOJbfVJWFIObadGqRpxSSvNkXxOVHbIG5ZIgS8gRt026LQxXg3gjbdOLbYzHep-VLbthRy0bqQcVM-lrnas9n9pV-HP9P4AQaw_6Q.MEQCIGM5SVczdtxT1YGtILvUS8gqxc5KAe2CvXDZsqKrDxbwAiAdgs6LDNvpBqdo9tJ42pTEvRYZQgIW3h-WkOnBTEUq9g>
(650) 416-1538 Ext. 181538
TheKey.com <https://shared.outlook.inky.com/link?domain=www.thekey.com&t=h.eJxNzU0OwiAYRdGtNIwNFFoKdNSt8PPRIhYaxDRq3LthpNN3kvve6FFuaO7QVutxnwk5zxPXDSI8sc07QZcOxeYJai7rMDJJWU-ueUtLSL7kVHddItSQVmw1kWLowQmlPJu0V944Zs2oRhBcMjNwQichekonxjEVrQ6trteiX0GnsPy-G7qGf9PnC_-iNew.MEYCIQCwdctS2XfKPXbY8tUO57VU3hPv6rlkSAtfXhNmtAtzHgIhAIuJOs_btwfEVHI_tTiZXwTf0QulGFR2EVttC1VWyKAn>
[TheKey]<https://shared.outlook.inky.com/link?domain=homecareassistance.com&t=h.eJxNjUsSwiAQBa9isbZCIB9CVrnKhAwBYwYLxoVa3t1i5_b1q-6PeOa7mC8iMD_KLGVIJzrICKXEwkAOG5dOKa4XcdQfIae8d72elG7lLQVaIvmciE_IB3KkvXEgJ9O1uBlrvR7BW79u2q297dEMk167QarRmFapUQ-NMtWO1Q57hncEigsHPPBV2xVuFf5N3x9LHDlB.MEUCIFfqdiznVgTC9_S57RI5il2Fml0s0BD4HJnnGMZgSanEAiEAtTWuoqFLOq1J0aaJGrD1JfqGovEbFO_n18dlB1UZqJg>