Canada November Mid Month PPC Update

Hi Chen and Tim,

For November 1-20th, we have the following results for Canadian TheKey
advertising
<https://docs.google.com/spreadsheets/d/1uqSo73HN22ECDhsucjl9gJk2JK-XtoqxG2d36zei_Bk/edit#gid54001798>
(as matured through the 20th). Megan will send this update to Caroline as
well and then we will include her directly moving forward.

   -

   $CAD29,514 spent
   -

      Max budget of $48k CAD
      -

   2 SOC
   -

      Need 10 to hit 4:1 LTV : CAC on projected ad spend
      -

      Had 1 SOC at this time last month (data was through Oct 21st)
      -

   6 Client Converted
   -

      5 more than this time last month when only 1 client had converted
      -

      67% assessment to client conversion, which is in line with our 68%
      average for the year (compared to only 33% last month)
      -

   9 Assessments Completed
   -

      6 more than this time last month when only 3 had been completed
      -

      43% opportunity to assessment conversion, which is in line with our
      40% average for the year (compared to only 28% last month)
      -

   21 Opportunities
   -

      Similar to last month when we had 18
      -

      25% lead to opportunity conversion rate, an increase from last
      month’s 32% and the ‘23 average of 28%
      -

      $CAD1,405 cost per opportunity, a slight decrease from last month’s
      $1,452
      -

         As a lagging metric, this should improve even further as well
         -

   60 Leads
   -

      $CAD492 cost per lead, a slight increase from last month’s $451

A few callouts for the month:

   -

   Deep dives for Vancouver and Calgary are complete:
   -

      Vancouver - we uncovered that location issues were common for closed
      leads.
      -

         Put together location details for Tim to review with the local
         team so we can make any changes needed to our targeting settings.
         -

      Calgary - we reviewed all closed records with the local team and
      overall, it was a normal set of close reasons.
      -

         The team is requesting a “Not Qualified for CDHC” tag to keep
         track of leads who are not qualified for the new home care program.
         -

         We also uncovered that they were using one postal code for any
         unqualified lead which distorted our data. Leaders in all
markets are going
         to try to get the correct postal code for unqualified leads
and will use an
         agreed-upon postal code outside of the ones we are using for
paid targeting
         if they cannot get a postal code from the caller.
         -

   The Calgary Client Directed Home Care landing page is in process and
   should launch in early December (which will also get used with direct mail
   in tandem with our paid ads).
   -

   2024 roadmaps for ongoing optimizations are in process and will be
   shared with our agencies for clear coordination between our teams.
   -

   Holiday impacts
   -

      We see flipped performance for the US and Canada in October and
      November (with the US performing better in October and Canada performing
      better in November). This likely signals that the Thanksgiving
holidays in
      each country negatively impact performance throughout the funnel.

Sincerely,

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