Perfect, thank you!
On Fri, Feb 2, 2024 at 8:43 AM Arshdeep Brar <ash@infrontmarketing.ca>
wrote:
> Hey Alexa,
>
> I was just about to send you a confirmation email on this. Yes, I will be
> sending the final updates today and we should be able to implement
> everything by next week after that.
> Thanks,
> 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:* Alexa Graziani <agraziani@thekey.com>
> *Sent:* Friday, February 2, 2024 9:34 AM
> *To:* Arshdeep Brar <ash@infrontmarketing.ca>
> *Cc:* John McColman <john@infrontmarketing.ca>; Patrick Zehnder <
> patrick@infrontmarketing.ca>; Timothy Thomas <tt@thekey.com>; Megan
> Heinen <mheinen@thekey.com>; Kira Farnham <kira.farnham@thekey.com>
> *Subject:* Re: Happy New Year + Kickoff of Next 2024 Canada Optimization
> - Keywords
>
> Hi Ash,
>
> Checking in - will you be able to get an update over today so I can give
> final go-ahead on the changes? My goal is for you to implement them
> starting on Monday (and finishing by the end of next week depending on how
> cumbersome the process is).
>
> Thanks,
>
> On Mon, Jan 29, 2024 at 3:37 PM Alexa Graziani <agraziani@thekey.com>
> wrote:
>
> Hi Ash,
>
> Thank you so much for walking me through the keyword recommendations
> today. I've gone through the report in more detail and consolidated my
> initial feedback. Again, thank you so much for this thorough work. I agree
> with most of your recommendations and think the process is great.
>
> Please review the feedback here:
> https://docs.google.com/document/d/1eOW021DlsvM61tMCWf9Bo8VyXuyflA5D5j1BVrMuf6c/edit
> <https://urldefense.proofpoint.com/v2/url?u=https-3A__docs.google.com_document_d_1eOW021DlsvM61tMCWf9Bo8VyXuyflA5D5j1BVrMuf6c_edit&d=DwMFaQ&c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&r=BJwsiz40DqDW9UPBD5huZNshSY1A4ntcZdxwwah4pWQ&m=YrVmKomHlYQMaB7UssOK3MFkVyBVnSJfsdLDSyGKRvzTV7Qr9wv50uuhupbSf62s&s=jumvdmcF9re-CQYxE9tkAxl34S0MP-_9ox63GQn96R8&e=>
>
> I also tried to put the notes in the keyword doc itself.
>
> Once we've discussed the ones in yellow then I'll give the final go-ahead
> to make the changes.
>
> Thank you,
>
> On Thu, Jan 25, 2024 at 4:06 PM Alexa Graziani <agraziani@thekey.com>
> wrote:
>
> Hi Ash,
>
> WOW! I am loving this.
>
> Given the level of detail here, I'll wait until after our call on Monday
> to review this in more detail. That way, you can walk me through the full
> process first and talk me through the findings. Then I'll take some time to
> process it all and provide feedback.
>
> Your effort on this is much appreciated, and I look forward to talking it
> through on Monday.
>
> I hope you have a great day off tomorrow!
>
> Sincerely,
>
> On Thu, Jan 25, 2024 at 2:09 PM Arshdeep Brar <ash@infrontmarketing.ca>
> wrote:
>
> Hi Alexa,
>
>
> Here is the documentation and review process completed for 2023 and what
> we are ready to implement for February 2024.
>
> We will review this in our meeting on Monday (Jan 29th). Feel free to read
> it, and we can discuss this further in the meeting.
>
> https://docs.google.com/spreadsheets/d/12OWAhWkbOkvm1P2WKQsmiikWzbQfX8Dtn7UhB6fEW38/edit?usp=sharing
> <https://urldefense.proofpoint.com/v2/url?u=https-3A__docs.google.com_spreadsheets_d_12OWAhWkbOkvm1P2WKQsmiikWzbQfX8Dtn7UhB6fEW38_edit-3Fusp-3Dsharing&d=DwMFaQ&c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&r=BJwsiz40DqDW9UPBD5huZNshSY1A4ntcZdxwwah4pWQ&m=YrVmKomHlYQMaB7UssOK3MFkVyBVnSJfsdLDSyGKRvzTV7Qr9wv50uuhupbSf62s&s=4OkCLrdPsZe4MXke5N1W2AVvxDPbr5vwmBnmlp3O4WY&e=>
>
> This is based on the set of rules that we used in our previous quarterly
> analysis. This time, we are adding a little more structure and making it
> more actionable by segmenting our keywords into testing Phases. In total,
> there are 5 stages, 3 for testing and 2 for further performance monitoring.
>
>
> The first sheet has cut-off stats for various stages; the stats are based
> on averages from one stage ahead of the current stage. I will describe
> this further in the meeting. But you will notice, I have two tables for
> cut-off stats; one is titled original, and the other is the main one that
> we are using for this analysis. In the new rules, I have kept Waterloo and
> Mississauga as is, but the stats for the other four markets are similar to
> what we had for Calgary in the previous one. The reason was the cut-off
> seemed too low if we were to run on the previous stats; we want the
> keywords to have enough volume and run time, so we increased these to what
> we had for Calgary.
>
>
> You will also see a section for Labels. This time we are planning to
> actively use labels in order to make the tracking process easier.
> We are also planning to test some automation with labels based on these
> rules for one market, and then once we have a successful run in one market,
> we can implement it in the rest.
>
>
> The sheet named "top converters" contains the keywords that are currently
> in stages 4 and 5.
>
> Then, we have a detailed report for each market based on our analysis and
> mentioned rules with the action required and labels that we will be adding
> moving forward on the keyword level for each individual keyword.
>
> I will be out of the office this Friday, so please direct any emergency
> requests to Patrick and John.
>
> Thanks,
> 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:* Alexa Graziani <agraziani@thekey.com>
> *Sent:* Monday, January 8, 2024 3:33 PM
> *To:* John McColman <john@infrontmarketing.ca>; Arshdeep Brar <
> ash@infrontmarketing.ca>; Patrick Zehnder <patrick@infrontmarketing.ca>
> *Cc:* Timothy Thomas <tt@thekey.com>; Megan Heinen <mheinen@thekey.com>;
> Kira Farnham <kira.farnham@thekey.com>
> *Subject:* Re: Happy New Year + Kickoff of Next 2024 Canada Optimization
> - Keywords
>
> Hi InFront Team,
>
> I've attached the keyword data referenced in the previous email.
>
> Please confirm receipt and that the timeline and process outlined in it
> works for you - we can discuss specifics, any initial questions, the data,
> etc in our call tomorrow.
>
> Sincerely,
>
> On Tue, Jan 2, 2024 at 1:17 PM Alexa Graziani <agraziani@thekey.com>
> wrote:
>
> Hi InFront Team,
>
> Happy New Year! I hope you had great holidays.
>
> The next ongoing optimization for the Canadian markets that I'd like to
> implement this quarter is on keywords.
>
> This email is to kick off the process of us working together this month to
> determine what changes we'd like to make so that they can go live on
> Monday, February 5th.
>
> Next week, I plan to send you a full keyword review from 2023 (as many
> months as we have data), as well as reviews for the last 6 and three
> months. That way the end of December data has at least a week to mature.
>
> From there, I'd like your team to review the data and put together a
> proposal of keywords to a)pause, b)increase investment, c) add by EOD
> 11/24. That way, we have a week to discuss and align on our final changes.
> This process can be similar to what we did the last time we went through a
> keyword review.
>
> Our monthly call is currently scheduled for the 9th. I will send the
> keyword data by EOD on Monday the 8th so that we can address any questions
> you might have during our call.
>
> Let's also get a 30-minute call on the calendar for Monday 11/29 so that
> we can discuss the proposal and any questions/feedback I have on each of
> the markets. 10am-12pm PST is a great window for me if the team is free.
>
> Let me know if you have any suggestions for our timeline/doing a thorough
> keyword review together.
>
> I look forward to a strong Q1!
>
> Thank you,
>
> --
> Alexa Graziani
> Senior Marketing Manager - Consumer Growth
> *Please note my email has changed: *
> agraziani@thekey.com
> <https://urldefense.proofpoint.com/v2/url?u=https-3A__brand.thekey.com_esg_agraziani-40thekey.com&d=DwMFaQ&c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&r=BJwsiz40DqDW9UPBD5huZNshSY1A4ntcZdxwwah4pWQ&m=z4gnpaawPy9ov8P56XM7YiFufBFbzNCsKVXtD-pl3fDII7AS31HqBuoY7fqMULVh&s=TxTYwkgloCECD1vyaIAFGh3V0_M-jeTKxfKXR-n88Vc&e=>
>
> TheKey.com
> <https://urldefense.proofpoint.com/v2/url?u=https-3A__www.thekey.com_&d=DwMFaQ&c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&r=BJwsiz40DqDW9UPBD5huZNshSY1A4ntcZdxwwah4pWQ&m=z4gnpaawPy9ov8P56XM7YiFufBFbzNCsKVXtD-pl3fDII7AS31HqBuoY7fqMULVh&s=9UBmS6SnC75UcfNz6Xb_5CA2_VtUF7zq9RISWhnXZyQ&e=>
> [image: TheKey]
> <https://urldefense.proofpoint.com/v2/url?u=https-3A__homecareassistance.com_&d=DwMFaQ&c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&r=BJwsiz40DqDW9UPBD5huZNshSY1A4ntcZdxwwah4pWQ&m=z4gnpaawPy9ov8P56XM7YiFufBFbzNCsKVXtD-pl3fDII7AS31HqBuoY7fqMULVh&s;BXthjS3Z9F8HWVz1FP4mrM6d0qdvXbrsu3WT7OYsQ&e=>
>
>
>
> --
> Alexa Graziani
> Senior Marketing Manager - Consumer Growth
> *Please note my email has changed: *
> agraziani@thekey.com
> <https://urldefense.proofpoint.com/v2/url?u=https-3A__brand.thekey.com_esg_agraziani-40thekey.com&d=DwMFaQ&c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&r=BJwsiz40DqDW9UPBD5huZNshSY1A4ntcZdxwwah4pWQ&m=z4gnpaawPy9ov8P56XM7YiFufBFbzNCsKVXtD-pl3fDII7AS31HqBuoY7fqMULVh&s=TxTYwkgloCECD1vyaIAFGh3V0_M-jeTKxfKXR-n88Vc&e=>
>
> TheKey.com
> <https://urldefense.proofpoint.com/v2/url?u=https-3A__www.thekey.com_&d=DwMFaQ&c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&r=BJwsiz40DqDW9UPBD5huZNshSY1A4ntcZdxwwah4pWQ&m=z4gnpaawPy9ov8P56XM7YiFufBFbzNCsKVXtD-pl3fDII7AS31HqBuoY7fqMULVh&s=9U