Re: August Monthly Report

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 <mailto: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<mailto: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 <mailto: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/>
[TheKey]<https://homecareassistance.com/>