Re: Calgary Targeting Update

Hi Alexa,


Agreed, this will be a better alternative to lower the bids in that region specifically and let it run instead of totally removing it. So, I will implement a 50 % decreased bid, and we can review it next month.

At least 50% would be a good number to notice some actual difference; let me know if you agree.

Thanks,
Ash


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, December 22, 2023 12:06 PM
To: Arshdeep Brar <ash@infrontmarketing.ca>
Cc: John McColman <john@infrontmarketing.ca>; Patrick Zehnder <patrick@infrontmarketing.ca>; Timothy Thomas <tt@thekey.com>
Subject: Re: Calgary Targeting Update

Hi Ash,

Ok, I see your point. However, it spent so much money that I don't think we could be getting enough conversations to make it worth it. What do you think about adding that postal code specifically and bidding down on it?

Sincerely,

On Fri, Dec 22, 2023 at 10:59 AM Arshdeep Brar <ash@infrontmarketing.ca<mailto:ash@infrontmarketing.ca>> wrote:
Hi Alexa,

So T2R is the downtown region of Calgary, and my concern is that it had more to do with Google assigning the location to T2R as we had very specific targeting; I wouldn't recommend necessarily removing or excluding that area because a lot of primary searches tend to take places in this region. So, although we might not be seeing a lot of final conversions from this, we should keep it in.

Let me know what you think, and we can proceed accordingly.
Thanks,
Ash


Ash Brar

In Front Marketing

Results-Driven Performance Marketing



587.969.7574

ash@infrontmarketing.ca<mailto:ash@infrontmarketing.ca>

Suite 401 – 255 17 Ave SW, Calgary, AB



________________________________
From: Alexa Graziani <agraziani@thekey.com<mailto:agraziani@thekey.com>>
Sent: Friday, December 22, 2023 10:47 AM
To: Arshdeep Brar <ash@infrontmarketing.ca<mailto:ash@infrontmarketing.ca>>
Cc: 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: Calgary Targeting Update

Thank you, Ash!

One more question. Is T2R in the updated targeting set? That was on the chopping block so I want to either remove it or explicitly address how/why we are keeping it i fit's in the new set. If it was removed as part fo the process, then great.

Sincerely,

On Fri, Dec 22, 2023 at 9:04 AM Arshdeep Brar <ash@infrontmarketing.ca<mailto:ash@infrontmarketing.ca>> wrote:
Calgary changes have been implemented. Thanks,
Ash


Ash Brar

In Front Marketing

Results Driven Performance Marketing



587.969.7574

ash@infrontmarketing.ca<mailto:ash@infrontmarketing.ca>

Suite 401 – 255 17 Ave SW, Calgary, AB



________________________________
From: Alexa Graziani <agraziani@thekey.com<mailto:agraziani@thekey.com>>
Sent: Thursday, December 21, 2023 3:38 PM
To: Arshdeep Brar <ash@infrontmarketing.ca<mailto:ash@infrontmarketing.ca>>
Cc: 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: Calgary Targeting Update

Thank you, Ash.

Calgary is approved. I'll look at the other two tomorrow.

On Thu, Dec 21, 2023 at 2:36 PM Arshdeep Brar <ash@infrontmarketing.ca<mailto:ash@infrontmarketing.ca>> wrote:
Hey Alexa,


I have adjusted the Targeting for Calgary and have included recommendations for Vancouver and Toronto as well.
The common trend in all the markets is you will see a lot of activity from the downtown region but not a lot of conversions, but this has a lot to do with Device location id registration with Google and exploratory searches.
Similar to Calgary, these results are based on income stats and median ages.
For these markets as well, we are not focusing on specific targeting but keeping it broad and then cutting out the regions which we have strong data suggesting to.


Also, please let me know when we should implement these changes.

I have included the rest of the details for all three markets in the sheet as well, where map screenshots are included for more context.
HCA Location Report all markets - 01 August 2023 - 29 November 2023 - Google Sheets<https://urldefense.proofpoint.com/v2/url?u=https-3A__docs.google.com_spreadsheets_d_1V-5F-5FP2PKDqnnuML2ObrO0N3TjbJpDpSBX1AEDeh9EHA0_edit-23gid-3D1883409549&d=DwMFaQ&c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&r=BJwsiz40DqDW9UPBD5huZNshSY1A4ntcZdxwwah4pWQ&m=-YZ4mshE0_aO8yQtRLoZ0OC18NgoFYGq97J54zbOfNJSStCnsKgUzEl04vYbPvS5&s=Setp5ukMUqZaGyspwPrC-F3kBC-DDEim3R7fSduYh2A&e=>
[https://lh7-us.googleusercontent.com/docs/AHkbwyLEfvllnolh2iQ6kQ5S4fk5a9RxrEmBHtyd77O2Atepq3f1_P7tu0hgFc_zaTrLKD2rRdvEiMYr2qxSbtTFEUqLiKlbP03xpxKxaDGR7NHVKw=w1200-h630-p]<https://urldefense.proofpoint.com/v2/url?u=https-3A__docs.google.com_spreadsheets_d_1V-5F-5FP2PKDqnnuML2ObrO0N3TjbJpDpSBX1AEDeh9EHA0_edit-23gid-3D1883409549&d=DwMFaQ&c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&r=BJwsiz40DqDW9UPBD5huZNshSY1A4ntcZdxwwah4pWQ&m=-YZ4mshE0_aO8yQtRLoZ0OC18NgoFYGq97J54zbOfNJSStCnsKgUzEl04vYbPvS5&s=Setp5ukMUqZaGyspwPrC-F3kBC-DDEim3R7fSduYh2A&e=>
HCA Location Report all markets - 01 August 2023 - 29 November 2023<https://urldefense.proofpoint.com/v2/url?u=https-3A__docs.google.com_spreadsheets_d_1V-5F-5FP2PKDqnnuML2ObrO0N3TjbJpDpSBX1AEDeh9EHA0_edit-23gid-3D1883409549&d=DwMFaQ&c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&r=BJwsiz40DqDW9UPBD5huZNshSY1A4ntcZdxwwah4pWQ&m=-YZ4mshE0_aO8yQtRLoZ0OC18NgoFYGq97J54zbOfNJSStCnsKgUzEl04vYbPvS5&s=Setp5ukMUqZaGyspwPrC-F3kBC-DDEim3R7fSduYh2A&e=>
Calgary Consolidated performance - Google Ads combined with Tableau Location,Impr.,CTR,Avg. CPC,Cost,Conversions,Cost / conv.,Conv. rate,Impr. (Top) %,Impr. (Abs. Top) %,Postal Code,Cost,Leads,Opps,SOC,Cost per lead,Cost per Opp T2R,Alberta,Canada,16818,10.12%,7.69,13095.5,52,251.84,3.06%,89.72%...
docs.google.com<https://urldefense.proofpoint.com/v2/url?u=http-3A__docs.google.com&d=DwMFaQ&c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&r=BJwsiz40DqDW9UPBD5huZNshSY1A4ntcZdxwwah4pWQ&m=-YZ4mshE0_aO8yQtRLoZ0OC18NgoFYGq97J54zbOfNJSStCnsKgUzEl04vYbPvS5&s=zr6tB6nLm1f_f5TCfKd8KsYndoxnEdntR_A6vQHQ5hI&e=>

Calgary:
Testing areas: Calgary and surrounding areas in the map
Excluded areas: T3N, T3J, T3P, T1Y, T2A, T2E, T2B, T3K, T3R, T1Z
[cid:ii_18c92eba677ef9a861d4]

Vancouver:
Historically Top Converting areas:  V3R, V3S, V7J, V1M, V5K, V4E, V5B, V5E, V7M, V4K, V5T, V2Y, V5N, V6K, V6V
Testing areas: V7B, V7C, V6Y, V7E, V6W, V3V, V5A, V3B, V3C, V4N, V2X, V2Z, V4P, V4B, V7V, V7W, V6P, V5Z, V3X, V4M, V4C, V3K, V4R
Excluded areas: V6T, V6A, V6X, V3A, V3T, V5J
[cid:ii_18c92eba677fe81fd035]


Toronto:
Top converters: M5C, M3L, M3M, M5N, M2L, M8W, M3C
Testing areas: Toronto
Excluded areas: M4Y, M4X, M5S, M5T, M5J, M5V, M6J, M4V, M4T, M4S, M6K, M6R, M6P, M6N, M5P, M4V, M5R

[cid:ii_18c92eba677224671e96]



Thanks, Ash
Ash


Ash Brar

In Front Marketing

Results Driven Performance Marketing



587.969.7574

ash@infrontmarketing.ca<mailto:ash@infrontmarketing.ca>

Suite 401 – 255 17 Ave SW, Calgary, AB



________________________________
From: Alexa Graziani <agraziani@thekey.com<mailto:agraziani@thekey.com>>
Sent: Thursday, December 21, 2023 2:07 PM
To: Arshdeep Brar <ash@infrontmarketing.ca<mailto:ash@infrontmarketing.ca>>
Cc: 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: Calgary Targeting Update

Let's start with 5, thanks Ash!

On Thu, Dec 21, 2023 at 12:31 PM Arshdeep Brar <ash@infrontmarketing.ca<mailto:ash@infrontmarketing.ca>> wrote:
Hey Alexa,

How does this look? And to John's comment in order to add around Bearspaw, how big of a radius targeting should we add there, 5 km? Please let me know, and I will send you a revised map again.

[https://i.gyazo.com/75fd455734d7670f37528f34ff492b37.png]

Ash Brar

In Front Marketing

Results Driven Performance Marketing



587.969.7574

ash@infrontmarketing.ca<mailto:ash@infrontmarketing.ca>

Suite 401 – 255 17 Ave SW, Calgary, AB



________________________________
From: John McColman <john@infrontmarketing.ca<mailto:john@infrontmarketing.ca>>
Sent: Thursday, December 21, 2023 10:55 AM
To: Alexa Graziani <agraziani@thekey.com<mailto:agraziani@thekey.com>>; Arshdeep Brar <ash@infrontmarketing.ca<mailto:ash@infrontmarketing.ca>>
Cc: Patrick Zehnder <patrick@infrontmarketing.ca<mailto:patrick@infrontmarketing.ca>>; Timothy Thomas <tt@thekey.com<mailto:tt@thekey.com>>
Subject: Re: Calgary Targeting Update


I would also expand a bit around Bearspaw possibly, there are a lot of BIG homes around this area.



Assuming we’re in Springbank… the targeting may be fine. I just want to make sure we’re hitting in and around here.



[cid:ii_18c92eba6774cff313]



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: Thursday, December 21, 2023 at 10:38 AM
To: Arshdeep Brar <ash@infrontmarketing.ca<mailto:ash@infrontmarketing.ca>>
Cc: 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: Calgary Targeting Update

Hi Ash,



Chuck said you nailed it on the map