Perfect! I'll search for the French as well and add that in then update the
numbers.
Sincerely,
On Tue, Feb 21, 2023 at 12:52 PM Timothy Thomas <tt@thekey.com> wrote:
> Hi Alexa,
>
> This looks good to me.
>
> One thing to note, the reason Home Care search volume is so low in
> Montreal is because the majority of that 8.3M ppl speak french so the
> search term is "soins a domicile". With that said, I would consider
> spending more in Montreal then I would in Calgary given the market size.
>
> Thanks
> Tim
>
> On Tue, Feb 21, 2023 at 3:25 PM Alexa Graziani <agraziani@thekey.com>
> wrote:
>
>> Hi Tim,
>>
>> I'll be reviewing budget recommendations with Megan and then Matt but
>> before I do so, I wanted to get your POV on if each market could handle the
>> increase outlined below/if ther are any operational/local nuances/areas
>> that see off as someone from Canada, etc first. I removed John because I
>> want him to focus on gut checking if the in-platform metrics I shared were
>> right without letting the budgets influence his answers. Let me know what
>> you think of the below changes. These are estimated in USD. I will give the
>> budget changes to John in CAD versions of this estimate.
>>
>> This would be for March and April and then we would use performance to
>> determine what budget levels make sense of each market moving forward.
>>
>>
>>
>> Market
>>
>> Reach*
>>
>> Monthly Search Volume for “Home Care”**
>>
>> Old Budget (Estimated in USD)
>>
>> New Budget (Estimated in USD)
>>
>> Change
>>
>> Toronto
>>
>> 12.7 million
>>
>> 590
>>
>> $7,800
>>
>> $8,000
>>
>> $200
>>
>> Greater Vancouver
>>
>> 4.6 million
>>
>> 210
>>
>> $4,500
>>
>> $4,750
>>
>> $250
>>
>> Calgary
>>
>> 3.6 million
>>
>> 480
>>
>> $4,500
>>
>> $5,000
>>
>> $500
>>
>> Montreal
>>
>> 8.3 million
>>
>> 140
>>
>> $4,500
>>
>> $4,750
>>
>> $250
>>
>> Mississauga
>>
>> 1.9 million
>>
>> 110
>>
>> $750
>>
>> $2,500
>>
>> $1,750
>>
>> Winnipeg
>>
>> 850,000
>>
>> 170
>>
>> $3,000
>>
>> $3,500
>>
>> $500
>>
>> Oakville
>>
>> 640,000
>>
>> 40
>>
>> $2,250
>>
>> $2,500
>>
>> $250
>>
>> Waterloo
>>
>> 325,000
>>
>> 30
>>
>> $1,500
>>
>> $1,750
>>
>> $250
>>
>> Total / Month
>>
>>
>> $28,800
>>
>> $32,750
>>
>> $3,950
>>
>> On Tue, Feb 21, 2023 at 12:17 PM Alexa Graziani <agraziani@thekey.com>
>> wrote:
>>
>>> Hi Tim and John,
>>>
>>> I'd like to have common numbers we're all looking at the align on the
>>> size/potential for search ads in each market.
>>>
>>> I went into Google Keyword planner and searched for "home care" for each
>>> of our markets. I've outlined the reach (people in or interested in this
>>> region) as well as the monthly search volume it estimates for that keyword
>>> in the region and listed them below. (Using home care search volume as a
>>> directional metric for search volume overall).
>>>
>>> John, does this align with what you've seen overall for the locations?
>>>
>>> I will be using this to build out new budgets for each market.
>>>
>>>
>>>
>>> Market
>>>
>>> Reach*
>>>
>>> Monthly Search Volume for “Home Care”**
>>>
>>> Toronto
>>>
>>> 12.7 million
>>>
>>> 590
>>>
>>> Greater Vancouver
>>>
>>> 4.6 million
>>>
>>> 210
>>>
>>> Calgary
>>>
>>> 3.6 million
>>>
>>> 480
>>>
>>> Montreal
>>>
>>> 8.3 million
>>>
>>> 140
>>>
>>> Mississauga
>>>
>>> 1.9 million
>>>
>>> 110
>>>
>>> Winnipeg
>>>
>>> 850,000
>>>
>>> 170
>>>
>>> Oakville
>>>
>>> 640,000
>>>
>>> 40
>>>
>>> Waterloo
>>>
>>> 325,000
>>>
>>> 30
>>>
>>> On Mon, Feb 20, 2023 at 9:22 AM Alexa Graziani <agraziani@thekey.com>
>>> wrote:
>>>
>>>> Thanks, John! I forgot about the holiday, apologies. Tomorrow is
>>>> totally fine for the updates.
>>>>
>>>> Please do not increase budget until I confirm with you, which I'll do
>>>> by EOW.
>>>>
>>>> Thanks,
>>>>
>>>> On Mon, Feb 20, 2023 at 9:13 AM John McColman <john@infrontmarketing.ca>
>>>> wrote:
>>>>
>>>>> Hi All,
>>>>>
>>>>>
>>>>>
>>>>> Sorry for the delayed responses. Today is a holiday in AB (Family Day)
>>>>> so I’m not in the office.
>>>>>
>>>>>
>>>>>
>>>>> Changes to Google Naming, yes. We will start on this tomorrow, I’ll
>>>>> have Ash make it a priority.
>>>>>
>>>>>
>>>>>
>>>>> I’ll double-check with Mathew on the missed calls. I know he used
>>>>> Google Ads for calls/tracking, but as mentioned in a previous email about
>>>>> reporting, I think we should be moving to CallRail for these. It’s good to
>>>>> have Google stats, but the time of calls, and missed calls should be
>>>>> through CallRail.
>>>>>
>>>>>
>>>>>
>>>>> Tim, Mississauga started at the end of September. I’m not sure why
>>>>> tracking for Google doesn’t exist in CallRail until Jan 28th. I’ll
>>>>> talk with the team and see if it was around lack of access, or if something
>>>>> wasn’t completed.
>>>>>
>>>>>
>>>>>
>>>>> The additional budget will go to the markets you mentioned. We’re low
>>>>> in Mississauga and we know it will benefit from more spend.
>>>>>
>>>>>
>>>>>
>>>>> Thank you,
>>>>>
>>>>>
>>>>> * John McColman*
>>>>>
>>>>> In Front Marketing
>>>>>
>>>>>
>>>>>
>>>>> 403.861.9727
>>>>>
>>>>> *john@infrontmarketing.ca <john@infrontmarketing.ca>*
>>>>>
>>>>>
>>>>>
>>>>>
>>>>>
>>>>> *From: *Alexa Graziani <agraziani@thekey.com>
>>>>> *Date: *Monday, February 20, 2023 at 9:46 AM
>>>>> *To: *Timothy Thomas <tt@thekey.com>
>>>>> *Cc: *John McColman <john@infrontmarketing.ca>, Megan Heinen <
>>>>> mheinen@thekey.com>
>>>>> *Subject: *Re: Canada Paid Ads Budget Increase for March and April
>>>>>
>>>>>
>>>>>
>>>>> Thank you for the feedback!
>>>>>
>>>>>
>>>>>
>>>>> On Mon, Feb 20, 2023 at 6:11 AM Timothy Thomas <tt@thekey.com> wrote:
>>>>>
>>>>> Good morning Alexa,
>>>>>
>>>>>
>>>>>
>>>>> Where did you pull the 15 missed calls from? I just checked via
>>>>> CallRail and I see 10, (which still isn't ideal) but I'm told they were
>>>>> called back within a few hours.
>>>>>
>>>>>
>>>>>
>>>>> Without a doubt we could increase the spend in Mississauga. John, did
>>>>> we just recently turn on that market? I'm only seeing call rail google paid
>>>>> calls as of the end of January? Given the population size I believe we
>>>>> could definitely increase call volume there. Oakville and Waterloo also
>>>>> seem to be generating a low number of paid calls relative to population
>>>>> size. Therefore I would concentrate the additional spend in these markets.
>>>>>
>>>>>
>>>>>
>>>>> Thanks,
>>>>>
>>>>> Tim
>>>>>
>>>>>
>>>>>
>>>>>
>>>>>
>>>>>
>>>>>
>>>>> On Fri, Feb 17, 2023 at 8:11 PM Alexa Graziani <agraziani@thekey.com>
>>>>> wrote:
>>>>>
>>>>> Hi John and Tim,
>>>>>
>>>>>
>>>>>
>>>>> We've been given approval to increase the PPC spend in the Canadian
>>>>> markets for March and April to hege against any seasonality that might
>>>>> cause a drop in leas at the same time as us moving into the Branding
>>>>> bridge.
>>>>>
>>>>>
>>>>>
>>>>> We'd like to focus this spend on the new brand campaign for TheKey
>>>>> (but understand there will be minimal spend there) so also the home care
>>>>> and in home care keywords would be where we want to focus the spend as much
>>>>> as possible.
>>>>>
>>>>>
>>>>>
>>>>> It would likely be about CAD $3,500 per month.
>>>>>
>>>>>
>>>>>
>>>>> With this rough budget in mind, are there certain markets you would
>>>>> recommend we add budget to? I believe you said that the Missassauga market
>>>>> was lacking in budget. How much of this monthly budget could it use? We
>>>>> don't want to concentrate the spend in one market because we want to make
>>>>> sure to invest more across the portfolio so let us know what you
>>>>> would recommend.
>>>>>
>>>>>
>>>>>
>>>>> Tim - From your perspective, are there certain markets where you'd
>>>>> recommend the spend being invested based on operational performance, if you
>>>>> think any markets might be prone to seeing a dip in January, etc?
>>>>>
>>>>>
>>>>>
>>>>> I know Calgary and Winnipeg both saw 15+ missed calls in January so I
>>>>> don't think we should increase the budgets there until we get more insights
>>>>> into that.
>>>>>
>>>>>
>>>>>
>>>>> Can you both please share your recommendations with me by EOD Tuesday?
>>>>>
>>>>>
>>>>>
>>>>> I will be building out a plan on Wed/Thursday of next week with the
>>>>> aim of getting leadership approval by the 28th so that any changes can be
>>>>> made by the InFront team by March 3rd.
>>>>>
>>>>>
>>>>>
>>>>> Sincerely,
>>>>>
>>>>>
>>>>>
>>>>> Sincerely,
>>>>>
>>>>>
>>>>>
>>>>> --
>>>>>
>>>>> *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/>
>>>>>
>>>>>
>>>>>
>>>>>
>>>>> --
>>>>>
>>>>> *Tim Thomas*
>>>>>
>>>>> Head of Canada Division
>>>>>
>>>>> *Please note my email has changed:*
>>>>>
>>>>> tt@TheKey.com <Tim.Thomas@TheKey.com>
>>>>>
>>>>> (514) 591-9387
>>>>>
>>>>> *TheKey.com <https://www.thekey.com/>*
>>>>>
>>>>> [image: TheKey] <https://www.thekey.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/>
>>>>>
>>>>>
>>>>>