Hi Ash,
I love this analysis! Very well done.
To answer your question about the highest cost per conversion that we want
to go for, it depends on the down-funnel information we're seeing. In
general, if a keyword is generating leads and opportunities at or below our
average then it's worth it to keep it on even if the cost per conversion is
higher than average. However, if it's generating leads and opportunities at
much higher than average, it's not worth it to keep the keyword running
even if it's converting around average.
Our average cost per lead for Canada overall is ~$350 CAD and cost per
opportunity is ~$1200 CAD.
The only thing I'm confused about is I think your use of color might change
between the summary and the keyword lists. For example, "home care
assistance Vancouver" is red in the summary but green in the keyword list.
Are you saying we should keep exact match but pause phrase match?
The other keywords marked in red for Vancouver that I'd like to keep are:
1. Some more of the "in home care" variations since we saw two SOC with
in home care in the term. I'd like to give the variations more of a chance:
- in home care services (since we saw a SOC for home care services)
- private in home caregivers (since we saw an opportunity)
- in home care vancouver
2. Some more of the "private" keywords since we've seen opportunities
from keywords with that term in it.
- private home care Vancouver (if I look at a longer time frame, I
can see a SOC from this one)
- private home nursing
I agree that we should pause the rest of the Vancouver keywords marked in
red
<https://docs.google.com/spreadsheets/d/1e53ZZMfXTiT9O4j9Koa35MNFYCAtZTMPlT5DNLER66o/edit#gid=0>.
Please do so today or tomorrow. Just double check that none of the ones
you're turning off drove opportunities in this list
<https://docs.google.com/spreadsheets/d/1uJTy00Ijpt1NMX--PWP-55G8h7TCH686PGiiIOzj-HY/edit#gid=650564113>
.
For Toronto, I'd like to keep a few of the ones marked in red as well:
1. A few home care related
- Home care Toronto exact match only
- in home care toronto exact match only
- live in home care exact match only
2. Some of the "private keywords"
- private home care Toronto - CPA is around average so I'd like to
give it another chance
3. a few branded terms
- home care assistance toronto - strong cost per lead and opportunity
- the key home care assistance - would like to keep all "the key"
keywords
I agree that we should pause the rest of the Toronto keywords marked in red
<https://docs.google.com/spreadsheets/d/1GlpjnFQPScETiWZRMzejTugJ8IEE_6FAwPuAJdSSeLM/edit#gid=0>.
Please do so today or tomorrow. Just double-check that none of the ones
you're turning off drove opportunities in this list
<https://docs.google.com/spreadsheets/d/1uJTy00Ijpt1NMX--PWP-55G8h7TCH686PGiiIOzj-HY/edit#gid=650564113>
.
I might have a few more comments on other keywords in white or green but
I'd like to get edit access to all the documents first so that I can sort
the different columns.
I will send you the down-funnel information for the rest of the markets on
Monday, that way we can look at the full months of June-September in the
analysis. My goal is for you to complete the same analysis and
recommendations for our other markets by our call on October 10th so that
we can discuss the other markets on the call.
Let me know if you have any questions about the feedback I've provided here.
Thank you again!
Sincerely,
On Wed, Sep 27, 2023 at 4:25 PM Alexa Graziani <agraziani@thekey.com> wrote:
> Hi Ash,
>
> This looks great. I'll review it tomorrow and get back to you.
>
> Thank you!
>
> On Wed, Sep 27, 2023 at 3:49 PM Arshdeep Brar <ash@infrontmarketing.ca>
> wrote:
>
>> Hi Alexa,
>>
>>
>>
>> The analysis is done, we have also added a short summary to elaborate the
>> process of keyword selection and decision making which we hope you will
>> find helpful.
>>
>> Please use this link to access the summary.
>>
>>
>> https://www.canva.com/design/DAFvrunbsyM/dcAyQcXMYph41IvF-fmSHw/edit?utm_content=DAFvrunbsyM&utm_campaign=designshare&utm_medium=link2&utm_source=sharebutton
>>
>>
>>
>> these links for sheets are also included in the summary for each section
>> but for your convenience I am also adding these here:
>>
>> for Vancouver:
>> https://docs.google.com/spreadsheets/d/1e53ZZMfXTiT9O4j9Koa35MNFYCAtZTMPlT5DNLER66o/edit?usp=sharing
>>
>> For Toronto: HCA Report_key metrics Toronto keywords - Google Sheets
>> <https://docs.google.com/spreadsheets/d/1GlpjnFQPScETiWZRMzejTugJ8IEE_6FAwPuAJdSSeLM/edit#gid=0>
>>
>>
>>
>> Also, I believe there was some calculation issue in the ad group section
>> for the last sheet that we sent so, here is an updated link, just in case:
>>
>>
>> https://docs.google.com/spreadsheets/d/1uJTy00Ijpt1NMX--PWP-55G8h7TCH686PGiiIOzj-HY/edit?usp=sharing
>>
>>
>>
>> Please feel free to reach out if you have any questions or concerns as
>> you go through this analysis report.
>>
>>
>>
>> Thank!
>>
>> Ash
>>
>>
>>
>> *Ash Brar*
>>
>> In Front Marketing
>>
>> Results Driven Performance Marketing
>>
>>
>>
>> 587.969.7574
>>
>> *ash@infrontmarketing.ca <ash@infrontmarketing.ca>*
>>
>> Suite 401 – 255 17 Ave SW, Calgary, AB
>>
>>
>>
>> *From:* John McColman <john@infrontmarketing.ca>
>> *Sent:* Wednesday, September 27, 2023 3:44 PM
>> *To:* Alexa Graziani <agraziani@thekey.com>
>> *Cc:* Megan Heinen <mheinen@thekey.com>; Timothy Thomas <tt@thekey.com>;
>> Patrick Zehnder <patrick@infrontmarketing.ca>; Arshdeep Brar <
>> ash@infrontmarketing.ca>
>> *Subject:* Re: August Monthly Report
>>
>>
>>
>> Hi Alexa,
>>
>>
>>
>> We’re updating and you should see something from Ash in the next 45 mins.
>>
>>
>> Thank you!
>>
>>
>>
>>
>> *John McColman*
>>
>> In Front Marketing
>>
>>
>>
>> 403.861.9727
>>
>> *john@infrontmarketing.ca <john@infrontmarketing.ca>*
>>
>>
>>
>>
>>
>> *From: *Alexa Graziani <agraziani@thekey.com>
>> *Date: *Wednesday, September 27, 2023 at 10:25 AM
>> *To: *John McColman <john@infrontmarketing.ca>
>> *Cc: *Megan Heinen <mheinen@thekey.com>, Timothy Thomas <tt@thekey.com>,
>> Patrick Zehnder <patrick@infrontmarketing.ca>, Arshdeep Brar <
>> ash@infrontmarketing.ca>
>> *Subject: *Re: August Monthly Report
>>
>> Hi John,
>>
>>
>>
>> Would the team be able to send something EOD today? I'll be OOO Friday so
>> I'd like to send my feedback by EOD tomorrow for the team to execute any
>> changes Friday.
>>
>>
>>
>> Thanks,
>>
>>
>>
>> On Mon, Sep 25, 2023 at 10:04 AM John McColman <john@infrontmarketing.ca>
>> wrote:
>>
>> Will have the team make an adjustment and provide recommendations.
>>
>>
>>
>> Thank you,
>>
>>
>>
>>
>> *John McColman*
>>
>> In Front Marketing
>>
>>
>>
>> 403.861.9727
>>
>> *john@infrontmarketing.ca <john@infrontmarketing.ca>*
>>
>>
>>
>>
>>
>> *From: *Alexa Graziani <agraziani@thekey.com>
>> *Date: *Monday, September 25, 2023 at 10:46 AM
>> *To: *John McColman <john@infrontmarketing.ca>
>> *Cc: *Megan Heinen <mheinen@thekey.com>, Timothy Thomas <tt@thekey.com>,
>> Patrick Zehnder <patrick@infrontmarketing.ca>, Arshdeep Brar <
>> ash@infrontmarketing.ca>
>> *Subject: *Re: August Monthly Report
>>
>> Hi John,
>>
>>
>>
>> Great, this is exactly what I was looking for!
>>
>>
>>
>> The cost per SOC formula looks like it needs to be updated on the Toronto
>> ad group tab though.
>>
>>
>>
>> Now that the format is there, can the team put together an overview of
>> any changes they recommend to our keyword mix based on these findings? From
>> there, I will also review and share any additional thoughts I have. That
>> way we can align and the team can make changes to the Toronto and Vancouver
>> keywords can be made by EOW.
>>
>>
>>
>> Sincerely,
>>
>>
>>
>> On Thu, Sep 21, 2023 at 3:05 PM John McColman <john@infrontmarketing.ca>
>> wrote:
>>
>> Hi Alexa,
>>
>>
>>
>> Please see the following cost analysis (attached) for Van/Tor.
>>
>>
>>
>> Take a look and let me know if you want more information.
>>
>>
>>
>> Thank you!
>>
>>
>>
>>
>> *John McColman*
>>
>> In Front Marketing
>>
>>
>>
>> 403.861.9727
>>
>> *john@infrontmarketing.ca <john@infrontmarketing.ca>*
>>
>>
>>
>>
>>
>> *From: *Alexa Graziani <agraziani@thekey.com>
>> *Date: *Monday, September 11, 2023 at 11:58 AM
>> *To: *John McColman <john@infrontmarketing.ca>
>> *Cc: *Megan Heinen <mheinen@thekey.com>, Timothy Thomas <tt@thekey.com>,
>> Patrick Zehnder <patrick@infrontmarketing.ca>, Arshdeep Brar <
>> ash@infrontmarketing.ca>
>> *Subject: *Re: August Monthly Report
>>
>> Thanks, John! And a huge thank you to the whole team for putting this
>> together! I'm excited to be able to compare MoM with GA4 now, and it looks
>> like most markets saw an improvement in paid search conversions - great
>> work!
>>
>>
>>
>> Additional information/thoughts for the call tomorrow:
>>
>>
>>
>> 1) To answer the question "Although conversions have decreased, has the
>> quality of conversions increased?" - *Yes :)*
>>
>>
>>
>> Our lead volume was stable in August at 121 for all of Canada, against a
>> Q2 average of 128 (this includes Montreal, which is not managed by InFront
>> but for which we make similar optimizations). We saw 8 SOC, which puts us
>> back at our 2023 average of 8 SOC per month, and we hope to have 1 more
>> start services by the end of this month. You can see the August and July
>> down-funnel info for your markets here
>> <https://docs.google.com/spreadsheets/d/190j-bRwz2dz1Bg5irU0Gs2GCeqTa3MVEPf5UShIxxEE/edit#gid=424922656>
>> .
>>
>>
>>
>> 2) Targeting - We are not willing to remove any of the targeting changes
>> we have made and would like to optimize within these constraints. We are
>> happy with our August performance, so hopefully seeing that will inspire
>> confidence in the team that we can still drive success down-funnel from the
>> leads we are generating even within the new constraints. The focus of our
>> call should be on how we can optimize within the restrictions we have.
>>
>>
>>
>> 3) For the Vancouver vs Toronto slide (8), please focus the learnings on
>> paid. I would rather remove the first two bullet points from the Toronto
>> section in order to have another paid learning included. Ex - Is there more
>> competition in the Toronto market (as possibly indicated by the higher
>> CPC)? If so, any suggestions on competitor analyses we could do? Are there
>> other factors that could be impacting the higher CPC (certain keywords
>> being more expensive and getting more search volume in Toronto than
>> Vancouver for example)?
>>
>>
>>
>> I have included down-funnel comparisons of Toronto and Vancouver from
>> June 1 - Sep 10 (attached) for us to discuss during the call.
>>
>> - Overall, Vancouver has a more varied set of keywords that have led
>> to SOC: home care services, assistance in home care, in home help for
>> seniors, the key home care, and home care assistance Vancouver
>>
>>
>> - Toronto has seen 2 SOC form home care services toronto and 1 SOC
>> for home care assistance toronto
>> - the brand does seem to perform better in Vancouver than Toronto
>> (as suggested in your deck as well)
>> - "in home care" is a top performing phrase for Vancouver, which
>> is also what we've seen in the US - "in home care" is our top performing
>> nonbrand keyword
>> - Toronto seems to be very local since all SOC had keywords with
>> the "Toronto" modifier
>>
>>
>> - In reviewing their overall keywords, there are a few we'd like to
>> remove from all of the accounts. Those have been highlighted in orange.
>>
>>
>> - These mostly relate to generic caregiver terms (usually searched by
>> cgs not clients). elderly care related terms (usually lead to more govt
>> care), "senior services" terms (again tends to skew to govt care)
>>
>>
>> - *Next step - to discuss on the call - From here, I would like the
>> team to put together a cost/keyword/results analysis*
>>
>>
>> - As a next step, can the team please use this information to put
>> together an analysis of how spend is broken down between ad group/keyword
>> and the results? The goal would be to complete Toronto and Vancouver's by
>> the 22nd so that changes for those markets can be implemented by the end of
>> the month and then move on to the other markets.
>>
>>
>> - The desired learnings are around if there are certain keywords that
>> have strong cost per opportunity / SOC that we can invest in more heavily
>> and if there are other keywords that have high cost per opportunity / SOC
>> that we should pause or reduce investment in.
>>
>>
>> - We want to make sure we are not just evaluating keywords on cost
>> per call/form since that does not always match the number of leads that
>> were created or if they were quality leads.
>> - For example, when we completed this exercise in the US
>> last month we learned:
>>
>>
>> - While "home care" phrase match did drive conversions and even SOC,
>> we spent so much on the keyword that the cost per SOC was way too high to
>> keep it running for most markets. (Largely due to the number of competitor
>> searches it triggers)
>> - Home care services phrase match and in home care
>> services exact match drove similar results for dramatically less money than
>> "home care", but home care services exact match did not perform well. So
>> we're focusing on the first two keywords and pausing the third.
>> - We also looked at the ad groups overall and found that
>> our "in home care" ad group is driving 22% of our overall SOC and is the
>> top-performing ad group outside of our branded ad groups.
>>
>>
>>
>> Sincerely,
>>
>>
>>
>>
>>
>> On Sat, Sep 9, 2023 at 9:29 AM John McColman <john@infrontmarketing.ca>
>> wrote:
>>
>> Hi Alexa,
>>
>>
>>
>> I appreciate your patience for the monthly report. I have been OOO for
>> Thursday and Friday and wanted to review before sending.
>>
>>
>>
>> Here is the link.
>>
>>
>> https://www.canva.com/design/DAFrKDpOswU/hBQvnDSAgM5bltARECNf7g/edit?utm_content=DAFrKDpOswU&utm_campaign=designshare&utm_medium=link2&utm_source=sharebutton
>>
>>
>>
>> I think the team added some good insights. Look forward to our chat on
>> Tuesday.
>>
>>
>>
>> Thank you!
>>
>>
>>
>>
>> *John McColman*
>>
>> In Front Marketing
>>
>>
>>
>> 403.861.9727
>>
>> *john@infrontmarketing.ca <john@infrontmarketing.ca>*
>>
>>
>>
>>
>>
>>
>> --
>>
>> *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/>
>>
>>
>>
>>
>>
>>
>> --
>>
>> *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/>
>>
>>
>>
>>
>>
>>
>> --
>>
>> *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/>
>>
>>
>>
>
>
> --
> 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/>
>
--
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/>