Re: Vancouver Geo Targeting Review

Morning
If you are seeing better results in other cities then of course I am all
for trying it out so lets go with your maps below but my only caution would
be some areas of endowment lands as there are also a number of reserve
lands that would not be our market but there are some very high end
possibilities there as well so we can try but may not get what we are
looking for.
Everything else looks good
Sharon

Sharon, Speirs

General Manager

Vancouver, BC

Office: 778.279.3634

sspeirs@thekey.com

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

[image: TheKey]







On Wed, Jun 19, 2024 at 8:52 AM Alexa Graziani <agraziani@thekey.com> wrote:

> I just realized Sharon wasn't actually in this thread. Sharon - please see
> the update below on the Surrey zip code.
>
> Outside of this, there's another targeting strategy we can try, which is
> to layer in targeting the cities themselves in the platform in addition to
> the postal codes that represent the postal codes. This has seen some
> traction in other markets like Calgary and Toronto. Vancouver's campaign is
> currently "limited by search volume" now that we're optimizing toward
> leads, so adding in some additional targeting should help open up the
> volume for the market.
>
> I've already added Richmond and White Rock since our existing targeting
> covers the whole city with either active targeting or active exclusions.
>
> Are there other cities you'd recommend I target at the city level (aka
> high priority cities for your market)?
>
> Here are some examples, but we'd have to decide if we want to actively
> include or exclude the parts of the city that we've currently left blank:
>
> Vancouver:
>
> current targeting -
> [image: Current Vancouver Targeting.png]
>
> City targeting option (we could target all of this or add some additional
> exclusions):
> [image: Vancouver City Targeting.png]
>
> Burnaby:
>
> Current targeting:
> [image: Current Burnaby Targeting.png]
>
> City Targeting Option (we could target all of this or add some additional
> exclusions):
> [image: Burnaby City Targeting.png]
>
>
> Let me know what you think/if you have any questions.
>
> Sincerely,
>
> On Thu, Jun 13, 2024 at 8:58 AM Alexa Graziani <agraziani@thekey.com>
> wrote:
>
>> Hi Tim and Sharon,
>>
>> Unfortunately, after making our postal code updates and switching to
>> optimize off of leads, we've seen a decline in lead generation for
>> Vancouver's paid advertising campaign.
>>
>> We're taking several steps to get the volume back up, but one that I want
>> to share with you is that I'm adding back in the Surrey postal code V3R.
>>
>> I'm adding it back in with a -50% bid adjustment to signal to Google that
>> leads from this postal code do not convert as well for us, so we only want
>> leads if we can get them much cheaper than other postal codes.
>>
>> This postal code had the best conversion value in our previous review,
>> meaning it generated the most leads. Having leads from this postal code
>> again will help the overall account learn and improve what keywords and
>> signals work, and should then apply those learnings to the other postal
>> codes.
>>
>> Now that we're optimizing toward leads, it should also reduce the
>> calls/forms from that postal code that don't even make it as leads.
>>
>> Once we start seeing consistent leads from the other postal codes with
>> this new bid strategy, we can review conversion again and remove V3R if
>> it's still not converting at the rate/price point that we need it to.
>>
>> I will keep an eye on it in the meantime as well to make sure we don't
>> overspend in this postal code.
>>
>> Sincerely,
>>
>> On Fri, May 31, 2024 at 7:22 AM Timothy Thomas <tt@thekey.com> wrote:
>>
>>> Great, thanks Alexa!
>>>
>>> On Thu, May 30, 2024 at 7:22 PM Alexa Graziani <agraziani@thekey.com>
>>> wrote:
>>>
>>>> New targeting is officially live!
>>>>
>>>> Let me know if anything is different than how you expected after our
>>>> last call.
>>>>
>>>> [image: image.png]
>>>>
>>>> On Tue, May 21, 2024 at 1:50 PM Alexa Graziani <agraziani@thekey.com>
>>>> wrote:
>>>>
>>>>> That's great. I'll add time for us to meet with Sharon on Friday and
>>>>> send this her way.
>>>>>
>>>>> Sincerely,
>>>>>
>>>>> On Tue, May 21, 2024 at 11:58 AM Timothy Thomas <tt@thekey.com> wrote:
>>>>>
>>>>>> Hi Alexa,
>>>>>>
>>>>>> Yes, could we perhaps book 15-30 mins with the leaders to go through
>>>>>> these targets together? I'd also like to prioritize certain markets to
>>>>>> ensure we're achieving the highest marketshare possible in the most
>>>>>> affluent areas.
>>>>>>
>>>>>> For Vancouver it would be with Sharon Speirs.
>>>>>>
>>>>>> Thanks!
>>>>>> Tim
>>>>>>
>>>>>> On Tue, May 21, 2024 at 2:34 PM Alexa Graziani <agraziani@thekey.com>
>>>>>> wrote:
>>>>>>
>>>>>>> Hi Tim,
>>>>>>>
>>>>>>> I'd like to go through a geotargeting review with the correct
>>>>>>> operational team members from Vancouver. I can send the information to them
>>>>>>> (and cc you), but I'd like to review it with you first to make sure you're
>>>>>>> on board.
>>>>>>>
>>>>>>> Here
>>>>>>> <https://docs.google.com/document/d/1SzTxZkdOZEWYZWo_jbKgLBdRfnBNIONd-IyNYM7IQvE/edit>
>>>>>>> is what I'd like them to review, with the specific callouts highlighted in
>>>>>>> yellow.
>>>>>>>
>>>>>>> Eventually, I'd like to do this for all markets, but I'd like to
>>>>>>> start with Vancouver since InFront recommended it due to the large area
>>>>>>> we're targeting currently.
>>>>>>>
>>>>>>> We reviewed the current targeting with the team previously, so it
>>>>>>> shouldn't be a surprise, but it's a best practice to review geo-targeting
>>>>>>> every few months. I'd like to do that in partnership with the local team to
>>>>>>> gain their buy-in and local expertise on where they can service and
>>>>>>> in what areas they tend to get clients.
>>>>>>>
>>>>>>> Let me know if you have any feedback on how we can best partner with
>>>>>>> the local team to review this data and optimize the account accordingly.
>>>>>>>
>>>>>>> Sincerely,
>>>>>>>
>>>>>>> --
>>>>>>> Alexa Graziani
>>>>>>> Senior Marketing Manager - Consumer Growth
>>>>>>> TheKey.com <https://www.thekey.com/>
>>>>>>> [image: TheKey] <https://homecareassistance.com/>
>>>>>>>
>>>>>>
>>>>>>
>>>>>> --
>>>>>> Tim Thomas
>>>>>> Head of Canada Division
>>>>>> *Please note my email has changed:*
>>>>>> tt@TheKey.com <tt@thekey.com>
>>>>>> (514) 591-9387
>>>>>> TheKey.ca <https://www.thekey.ca/>
>>>>>> [image: TheKey] <https://www.thekey.com/>
>>>>>>
>>>>>
>>>>>
>>>>> --
>>>>> Alexa Graziani
>>>>> Senior Marketing Manager - Consumer Growth
>>>>> TheKey.com <https://www.thekey.com/>
>>>>> [image: TheKey] <https://homecareassistance.com/>
>>>>>
>>>>
>>>>
>>>> --
>>>> Alexa Graziani
>>>> Senior Marketing Manager - Consumer Growth
>>>> TheKey.com <https://www.thekey.com/>
>>>> [image: TheKey] <https://homecareassistance.com/>
>>>>
>>>
>>>
>>> --
>>> Tim Thomas
>>> Head of Canada Division
>>> *Please note my email has changed:*
>>> tt@TheKey.com <tt@thekey.com>
>>> (514) 591-9387
>>> TheKey.ca <https://www.thekey.ca/>
>>> [image: TheKey] <https://www.thekey.com/>
>>>
>>
>>
>> --
>> Alexa Graziani
>> Senior Marketing Manager - Consumer Growth
>> TheKey.com <https://www.thekey.com/>
>> [image: TheKey] <https://homecareassistance.com/>
>>
>
>
> --
> Alexa Graziani
> Senior Marketing Manager - Consumer Growth
> TheKey.com <https://www.thekey.com/>
> [image: TheKey] <https://homecareassistance.com/>
>