Re: September meeting action items, requested assets and details

Hi Alexa,

Since our last conversation, we had added a radius of about 10 miles in the R0C that only covered the region closer to Winnipeg. As of today, we have paused that as well and will keep it paused until further updates.
Thanks,
Ash

(the previous radius targeting)
[https://i.gyazo.com/6c0b5eb24b106247933b6ec67f0cab72.png]

Ash Brar

In Front Marketing

Results Driven Performance Marketing



587.969.7574

ash@infrontmarketing.ca

Suite 401 – 255 17 Ave SW, Calgary, AB



________________________________
From: Alexa Graziani <agraziani@thekey.com>
Sent: Friday, October 20, 2023 10:31 AM
To: John McColman <john@infrontmarketing.ca>
Cc: Joey Taylor <joey.taylor@thekey.com>; Arshdeep Brar <ash@infrontmarketing.ca>; Megan Heinen <mheinen@thekey.com>; Patrick Zehnder <patrick@infrontmarketing.ca>; Timothy Thomas <tt@thekey.com>
Subject: Re: September meeting action items, requested assets and details

Thank you!

Please pause this postal code for now. I looked in our reporting and don't see any opportunities or clients from this postal code, either from paid or in general.

Joey - let's connect with Tim and Dennis when Tim's back to get a final verdict on this postal code. But if it's 1.5 hours away and Dennis says it's hard to staff, I think it's safe to remove it.  It looks like it was originally on the list Dennis provided as West St Paul. Maybe we can work with him to get a different postal code that represents that place better.

Sincerely,

On Fri, Oct 20, 2023 at 9:18 AM John McColman <john@infrontmarketing.ca<mailto:john@infrontmarketing.ca>> wrote:

Hi Alexa,



Using a rough date of July 1, 2023 TOTAL spend has been $17,196.54.



Out of that, $3,769.16 has been delivered to R0C. This is 22% (rounded) that has gone to this postal code.



Further into the data, we can see that R0C is specific to Coldwell. Roughly 1.5 hours drive from Winnipeg. There were no other cities that showed up in the report and the spends match.

Postal Code (Matched)

City (Matched)

Currency code

Avg. CPC

Cost

R0C

Coldwell

CAD

9.66

3,769.16

Please let me know what else you need.

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: Friday, October 20, 2023 at 9:31 AM
To: Joey Taylor <joey.taylor@thekey.com<mailto:joey.taylor@thekey.com>>
Cc: Arshdeep Brar <ash@infrontmarketing.ca<mailto:ash@infrontmarketing.ca>>, Megan Heinen <mheinen@thekey.com<mailto:mheinen@thekey.com>>, John McColman <john@infrontmarketing.ca<mailto:john@infrontmarketing.ca>>, Patrick Zehnder <patrick@infrontmarketing.ca<mailto:patrick@infrontmarketing.ca>>, Timothy Thomas <tt@thekey.com<mailto:tt@thekey.com>>
Subject: Re: September meeting action items, requested assets and details

Hi In Front,



Any  how much have we spent on R0C since we restructured (both in absolute dollars and in % of overall spend)?



On Mon, Oct 16, 2023 at 1:07 PM Alexa Graziani <agraziani@thekey.com<mailto:agraziani@thekey.com>> wrote:

In Front - how much have we spent on that postal code since we restructured (both in absolute dollars and in % of overall spend)?



On Mon, Oct 16, 2023 at 12:54 PM Joey Taylor <joey.taylor@thekey.com<mailto:joey.taylor@thekey.com>> wrote:

Hey Everyone,

Spoke with the local leader Dennis in Winnipeg, He responded:

'Hi Joey
That probably makes the most sense for this geographical area. Hopefully, the cost of running ads here is low because it isn't typically an area where we traditionally have had clients (or the ability to service them effectively)."

Not sure if we want to wait for Tim to come back to make the final call here?



On Mon, Oct 16, 2023 at 3:23 PM Alexa Graziani <agraziani@thekey.com<mailto:agraziani@thekey.com>> wrote:

Adding Joey since Tim is OOO for the rest of the month.



Joey - can you please address the areas highlighted in blue?



On Mon, Oct 16, 2023 at 11:59 AM Alexa Graziani <agraziani@thekey.com<mailto:agraziani@thekey.com>> wrote:

Thanks, Ash! Answers, comments, and questions highlighted below (yellow for InFront, blue for Tim/local team)



  1.  Questions for Alexa for cost Analysis Metrics:

For reference, these are the base metrics and values we are using for testing stage for each market:

[cid:18b4de855979374b66]

So, all of these questions are for the conditions for once converted:



Notes: The average cost per lead for 2023 is ~$350, the average cost per opportunity is ~$1,200, and the average cost per SOC is $CAD5,209.



- how much spend do we want to allot for a keyword until we see a second, third etc lead conversion ?   If it has spent less than the average cost of an opportunity and has a cost per lead of $350 or less, we should keep it. Basically, until it has spent $1,200, we should keep it. If it has spent $1,200 and hasn't driven an opportunity, then it can get paused.

- If the keyword follows or meets the condition described in the question above, but it hasn’t yet converted a lead into an opportunity, how many conversions, and cost are we willing to allot to that keyword?  If it has spent less than the average cost of an opportunity and has a cost per lead of $350 or less, we should keep it. Basically, until it has spent $1,200, we should keep it. If it has spent $1,200 and hasn't driven an opportunity, then it can get paused.

- how much do we want to spend on a keyword if we see a lot of conversions and multiple opportunity – we discussed 2000 is the max and 1200 to 1500 is the max acceptable value for cost per opportunity. If we have multiple opportunities at $1,200 or less, then we should increase our spend on that keyword. If the cost per opportunity is higher, we shoud keep the keyword but monitor it. If it's $2.5k cost per opportunity (double our average cost per opp), it should probably get paused, unless it has seen a SOC. If it has seen a SOC we should keep it.

- After multiple leads and at least one conversion, what is the lowest lead acceptable lead to opportunity conversion rate and what is the minimum volume of conversion and ad spend that must also be met before the keyword is being paused? Our goal is to have a 30%+ lead to opportunity conversion but if the cost per lead and opportunity is low then a lower conversion rate is fine. This will likely have to be evaluated one a one off basis.

- If a keyword has a lead to opportunity conversion rate of 50% but the total cost keeps getting high, what is the highest acceptable total ad spend for that keyword? Again, if the cost per opp is at the average or lower, we should keep it. However, if we get to the average cost per SOC mark, $5k, and have not driven an SOC, then it should probably get paused.



For the next couple of months, while we figure out our thresholds, I think we should review the proposed keywords to get paused for each market and the rationale behind them to ensure we're all on the same page.



  1.  Maps of areas that we are currently targeting for each market. (Please find the attached pdf for a detailed view)

Tim - can you please review the PDF attached with your teams to ensure they align with what you were expecting with the new list of postal codes?



  1.  Toronto Branding campaign search terms to review for Alexa – (objective is to analyse if we should continue the phrase or broad match keywords or in the branding campaign as search impression is not reaching max 100% or close to it). Is this saying that while we match to a lot of incorrect terms for broad match, we don't get a lot of clicks and therefore aren't spending a lot of money on it? How many correct terms did they match to and how much did we spend on that/how many conversions did we get? Broad match still seems to be matching to more incorrect terms even though we spent less on it. Please start a new negatives list with the irrelevant search terms specifically for brand. This is something we did for our accounts - we added all the negatives as exact match so that we didn't accidentally exclude relevant searches. Let me know how you propose we do it but I'd like to cut down on the irrelevant searches via negatives as much as possible. Thank you!

•         https://docs.google.com/spreadsheets/d/1e7g1Ye0KchBKM9Daz-oI_mCa6NPFIoLETlRKV8iOf4E/edit?usp=sharing
Please note that there the sheet has various sections, the most important one is the first sheet –(analysis results) where we can see the keywords that have let to ad impressions for the terms that do not align with our strategy, we have the number  of terms along with the impressions and cost of these keywords that can be considered a waste spend purely on the wrong search terms. The sheet named – raw data consists of rows of terms in red and orange, red means the search term does not align with what we want, and the orange means that it was a competitor or other term which indirectly does align with the search terms that we want to capture but isn’t necessarily a branding term. Please note that some of these terms can be excluded via using negative keywords as they show up, it doesn’t necessarily means that we need to pause them.

  1.  The keywords listed in this sheet in pink and red marked by Alexa and recommended by IFM team  has been paused https://docs.google.com/spreadsheets/d/1NOKfN7DeX4IOiNDr-DvtiK5Dm3vYH8gFn-GXZl3ZdFA/edit?usp=sharing Thank you!
  2.  Add geo focused keywords to all the markets for requested locations – Done, please find all the added keywords and details in this sheet.
https://docs.google.com/spreadsheets/d/1r6hiZeYEBNz4z7-s5kzVhpboijDKB1B6c0mx3I3L7a8/edit?usp=sharing. Great! My one change is that [home care services city] should be in general and not branding since it does not contain our brand name.

Please note that th