RE: Lead Volume

Hi Tim,

All good questions, I hope to answer them for you.

Budgeting can vary per month, but the goal is to spend a set amount. Google can spend more/less per day depending on search volumes and their budgeting tactics (how they think they’re spending the money). This is because Google is programmed to dynamically adjust your spend for the day based on what’s needed in order for you to perform. For example, if you set a daily budget of $10, you may end up spending $8 one day and $12 the next to average out to a rough $300 for the month.

This, unfortunately, can mean that we run out of budget close to the end of the month. Like we saw this month. I’m working with the team on a script that will automatically check spends on a daily basis ensuring we’re pacing properly. We don’t want to overspend, but we also can’t spend and be off for 4-5 days.

For Vancouver, we’ve continued to have the majority of impression share, top of page rate and abs top of page rate.
Calgary, we are owning a larger market share, have the highest top of page and are in the mx for abs top of page rate.

Both markets out rank their competition by 30 – 35%.

Calgary our CPC went up $0.62 compared to the previous 30 days. This explains the drop in clicks from the last month.
Vancouver was in a similar situation, CPC was up $0.84.

I will have Ash get in every account and look for keword changes that may have been the cause of the CPC increase. I see there there are additional optimizations we can make on the account which will improve Google’s “optimization” view as well. Most of their recommendations are “spend more”, but we will continue to adjust and optimize.

If anything stands out on Ash’s end, we will follow up.



John McColman
In Front Marketing
Results Driven Performance Marketing

403.861.9727
john@infrontmarketing.ca <mailto:john@infrontmarketing.ca>
Suite 401 – 255 17 Ave SW, Calgary, AB

[cid:image001.jpg@01D8D321.230A03B0]<https://www.infrontmarketing.ca/> [https://images2.imgbox.com/4f/28/0CulP3sT_o.png] <https://www.facebook.com/infrontcalgary/>  [https://images2.imgbox.com/86/7d/UEdGNfFZ_o.png] <https://www.linkedin.com/in/johnmccolman>  [cid:image004.png@01D8D321.230A03B0] <https://twitter.com/infrontyyc>

From: Timothy Thomas <tt@thekey.com>
Sent: September 28, 2022 9:56 AM
To: John McColman <john@infrontmarketing.ca>
Cc: Alexa Graziani <agraziani@thekey.com>; Arshdeep Brar <ash@infrontmarketing.ca>
Subject: Re: Lead Volume

What do you attribute the drop in clicks to in Calgary?


  *   Google Ads

     *   48 Calls (45 the previous 30 days)
     *   6 calls over 5 mins (what is the previous 30 day count)
     *   8 calls over 3 mins (what is the previous 30 day count)
Yes Winnipeg is the only market that has seen an increase which is great.

There's been no change in process, the main comment is a significant drop in quality phone calls relative to August.

Can you also confirm how the budgeting works, if we over spend in the early part of the month do we back off towards the end? Does that play a role here?

Thanks.

On Wed, Sep 28, 2022 at 10:56 AM John McColman <john@infrontmarketing.ca<mailto:john@infrontmarketing.ca>> wrote:
Hi Tim,

We don’t have access to analytics, so I can only give you a limited view from Google Ads and CallRail.

All numbers will be a 30 day look back – Aug 29 – Sept 27, 2022. Then compared to the previous 30 days.

Vancouver

  *   Google Ads

     *   98 Calls (67 the previous 30 days)
     *   25 calls 5 mins (or almost 5 mins) and above
     *   21 calls 3 mins (or almost 3 mins) and above



  *   Google Organic, Google My Business, Local Calls

     *   5 Calls (4 the previous 30 days)

Calgary

  *   Google Ads

     *   48 Calls (45 the previous 30 days)
     *   6 calls over 5 mins
     *   8 calls over 3 mins



  *   Google Organic, Google My Business, Local Calls

     *   26 Calls (21 calls the previous 30 days)

We saw a big drop in traffic from Google Ads in Calgay when comparing the 30 days vs the previous 30. Our clicks are down almost 1,000. Calls were down by 6, but overall conversions were up 12.

In Vancouver, we saw a similar drop of 635 clicks, but conversions were up 64 (leads, calls, etc).  Phone calls were also up 17 from the previous 30 days.

The other data I would like to look at is Google Analytics to see if more leads came in, did more people click the phone numbers on site (from Google Ads), etc.

We don’t see any decline over the last 30-60 days. Winnipeg, for example, had a major spike in calls (from 35 to 93). Other than the comment “calls have significantly dropped” was their any other feedback? Any change in the process?

Once access is returned to us in analytics, we’ll dive deeper.

John McColman
In Front Marketing
Results Driven Performance Marketing

403.861.9727
john@infrontmarketing.ca <mailto:john@infrontmarketing.ca>
Suite 401 – 255 17 Ave SW, Calgary, AB

[cid:image001.jpg@01D8D321.230A03B0]<https://www.infrontmarketing.ca/> [https://images2.imgbox.com/4f/28/0CulP3sT_o.png] <https://www.facebook.com/infrontcalgary/>  [https://images2.imgbox.com/86/7d/UEdGNfFZ_o.png] <https://www.linkedin.com/in/johnmccolman>  [cid:image004.png@01D8D321.230A03B0] <https://twitter.com/infrontyyc>

From: Timothy Thomas <tt@thekey.com<mailto:tt@thekey.com>>
Sent: September 27, 2022 1:15 PM
To: John McColman <john@infrontmarketing.ca<mailto:john@infrontmarketing.ca>>
Cc: Alexa Graziani <agraziani@thekey.com<mailto:agraziani@thekey.com>>
Subject: Lead Volume

Hi John,

Vancouver and Calgary lead volume is down significantly last week. Have we exhausted budgets for the month? Any thoughts on why we may be seeing a major decline.

Thanks

--
Tim Thomas
Head of Canada Division
Please note my email has changed:
tt@TheKey.com<mailto:Tim.Thomas@TheKey.com>
(514) 591-9387
TheKey.com<https://www.thekey.com/>
[TheKey]<https://www.thekey.com/>



--
Tim Thomas
Head of Canada Division
Please note my email has changed:
tt@TheKey.com<mailto:Tim.Thomas@TheKey.com>
(514) 591-9387
TheKey.com<https://www.thekey.com/>
[TheKey]<https://www.thekey.com/>