Re: Quarterly Report

One last follow-up on the data. It is Google's data going to CallRail, not Google receiving CallRail data.

I’m not sure if I was clear on this.


John McColman
In Front Marketing

403.861.9727
john@infrontmarketing.ca <mailto:john@infrontmarketing.ca>


From: John McColman <john@infrontmarketing.ca>
Date: Wednesday, May 3, 2023 at 1:03 PM
To: Alexa Graziani <agraziani@thekey.com>
Cc: Timothy Thomas <tt@thekey.com>, Megan Heinen <mheinen@thekey.com>
Subject: Re: Quarterly Report
Hi Alexa,

I thought the information provided previously was sufficient. I apologize for the misunderstanding.

This is from Google:

CallRail is not capable of tracking the calls from call-only ads from Google. Although it’s not what we’re optimizing for, there is a lot of value in this.  To track those in CallRail, we need to implement the steps described in this article https://support.callrail.com/hc/en-us/articles/5712058826765.


In CallRail, here is what we have (from them).

https://www.callrail.com/integrations/google-ads


  *   The integration was done a when we first started. However, we didn’t link the call only ads.
  *   https://support.callrail.com/hc/en-us/articles/5712058826765-Google-Ads-Call-Details-Forwarding-integration

CallRail's Google Ads Call Details Forwarding (CDF) integration allows you to track keywords associated with your customer's mobile searches and view calls as conversions in Google Ads. This gives you insight into the keywords associated with calls to your call-only ads, as well as your campaigns that have call extensions.

How conversions are posted:

CallRail does not post conversions to Google Ads for CDF calls. Google will track conversions for these calls according to the "Call Conversion Settings" that you set in your Google Ads account. Calls to your website pools will continue to post through the "normal" Google Ads integration.

You can adjust your Google Ads conversion reports to include the CallRail conversion actions (Phone Call, First-time Phone Call, or Repeat Phone Call) and the Google Ads call conversion actions to get the full picture of all call conversions in Google Ads. However, the conversion settings applied to your call conversion actions in Google Ads can impact the count of conversions when compared to tracked CallRail calls.

Why is there a different tracking number that isn’t from CallRail in my ad?

Since this integration uses Google's Call Reporting, your ads will be served with a Google Forwarding Number that connects to your CallRail tracking numbers and then routes according to their setup in CallRail.

^^ The main reason why we did this is so that we have eyesight on this ^^

Happy to jump on a call to discuss if you like.

John McColman
In Front Marketing

403.861.9727
john@infrontmarketing.ca <mailto:john@infrontmarketing.ca>


From: Alexa Graziani <agraziani@thekey.com>
Date: Wednesday, May 3, 2023 at 12:21 PM
To: John McColman <john@infrontmarketing.ca>
Cc: Timothy Thomas <tt@thekey.com>, Megan Heinen <mheinen@thekey.com>
Subject: Re: Quarterly Report
Hi John,

I'm confused by this response. I asked for no action t be taken on the calls portion until we learned more:

The only one I have questions on is the call only ads.

"CallRail is not capable of tracking the calls from call-only ads from Google. Although it’s not what we’re optimizing for, there is a lot of value in this. "

Can you please explain in more detail/send Google documentation on what you mean by these ads? How are they different from regular search ads? And how are they different from call extensions? Until we understand more and have attribution working for our existing ads, I don't think we will want to make any changes.

On Wed, May 3, 2023 at 11:19 AM John McColman <john@infrontmarketing.ca<mailto:john@infrontmarketing.ca>> wrote:
Hi Alexa,

I assigned the task to Ash to link everything for all markets. All “call only” ads are appearing.

This was done through CallRail (and Google Ads).

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: Wednesday, May 3, 2023 at 11:44 AM
To: John McColman <john@infrontmarketing.ca<mailto:john@infrontmarketing.ca>>
Cc: Timothy Thomas <tt@thekey.com<mailto:tt@thekey.com>>, Megan Heinen <mheinen@thekey.com<mailto:mheinen@thekey.com>>
Subject: Re: Quarterly Report
Hi John,

Any updates here?

Thanks,

On Wed, Apr 26, 2023 at 11:45 AM Alexa Graziani <agraziani@thekey.com<mailto:agraziani@thekey.com>> wrote:
Hi John,

Thank you for the updates. Those all sound good.

The only one I have questions on is the call only ads.

"CallRail is not capable of tracking the calls from call-only ads from Google. Although it’s not what we’re optimizing for, there is a lot of value in this. "

Can you please explain in more detail/send Google documentation on what you mean by these ads? How are they different from regular search ads? And how are they different from call extensions? Until we understand more and have attribution working for our existing ads, I don't think we will want to make any changes.

Sincerely,

On Wed, Apr 26, 2023 at 11:38 AM John McColman <john@infrontmarketing.ca<mailto:john@infrontmarketing.ca>> wrote:
Will make the changes! Thanks Alexa.

Calgary’s subsidized campaign is doing really well. Starting February 5th, we have seen 3306 impressions, 468 clicks, 14.16% ctr, about 10 conversions. (These stats are from last week).

All display budgets are shifted to search. We’ve cut ALL display budgets in half essentially.

Vancouver campaigns are one of the most optimized campaigns. Ash is going to update all markets. This means more optimization and less testing. Yes, we’ve been testing different things in different markets for 7-8 months. This doesn’t mean we’re not going to continue testing, but it is less of a focus as we know that certain markets with success are close to the right setup.

The key branding is receiving conversions, so I think the timing of including this language was very useful.

CallRail is not capable of tracking the calls from call-only ads from Google. Although it’s not what we’re optimizing for, there is a lot of value in this.  To track those in CallRail, we need to implement the steps described in this article https://support.callrail.com/hc/en-us/articles/5712058826765.

Is this something that your team would like to handle for all markets across Canada? Or our team?


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, April 24, 2023 at 12:56 PM
To: John McColman <john@infrontmarketing.ca<mailto:john@infrontmarketing.ca>>
Subject: Re: Quarterly Report
Also heads up the Executive slide needs to have the spelling updated.

On Mon, Apr 24, 2023 at 11:56 AM Alexa Graziani <agraziani@thekey.com<mailto:agraziani@thekey.com>> wrote:
Thanks, John! Looks like search campaign conversions have stayed stable or increased for all markets in Q1 vs Q4. That's great!

We did see a lot of lead volume in September and Q4 of last year compared to Q1 of this year though. Any thoughts on other things that changed in campaigns that could have caused this? Keyword mix, time of day we got conversions, etc?

Sincerely,

On Fri, Apr 21, 2023 at 4:35 PM Alexa Graziani <agraziani@thekey.com<mailto:agraziani@thekey.com>> wrote:
Hi John,

Received. Thank you for the clarification on the numbers. I'll review it next week.

Sincerely,

On Thu, Apr 20, 2023 at 8:48 AM John McColman <john@infrontmarketing.ca<mailto:john@infrontmarketing.ca>> wrote:
Hi All,

Please see the link to the report.

https://www.canva.com/design/DAFgZR23FyM/C3Iic-lyJmAVnThgT120lA/edit?utm_content=DAFgZR23FyM&utm_campaign=designshare&utm_medium=link2&utm_source=sharebutton

In the executive summary in the beginning, there may be questions about CallRail & Google Ads.


  *   First row is the Conversion number in Google ads (this will align up with the Google ads summary number).
  *   Second row is the phone calls in Call Rail with CPC as the source (total). This aligns with the CallRail slides.
  *   Third row is the Web leads in Call Rail with cpc as the source (total). This aligns with the CallRail slides.


[cid:187e2d825ca4cff311]

Please let me know if there are any questions regarding the report. We’ve followed the similar report to the monthly.

Thank you,

John McColman
In Front Marketing

403.861.9727
john@infrontmarketing.ca <mailto:john@infrontmarketing.ca>



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Alexa Graziani
Senior Marketing Manager - Consumer Growth
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--
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/>
Error! Filename not specified.<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/>
Error! Filename not specified.<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/>
Error! Filename not specified.<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/>
Error! Filename not specified.<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/>
[Image removed by sender. TheKey]<https://homecareassistance.com/>