Hey Tim
Is there a report that tracks total intakes, assessments, scheduled,
assessments performed and assessments closed/won on a monthly basis, by
office? I tried to create one in Salesforce but it doesn't seem that I have
that level of access.
I have used a report like this in the past and the way it was set up was it
could be viewed as a simple snapshot of the assessment metrics, with the
ability to drill down and see the specifics. If there isn't, it might be
valuable to create one to track both conversion and closing rates, and
could be shared with the team in an easily digestible format.
Best regards,
Timon Page
General Manager, Ontario
*Please note my email address has changed:*
timon.page@thekey.com
Mobile: (437) 223-0841
TheKey.com <https://thekey.com/>
<https://thekey.com>
On Tue, May 21, 2024 at 9:43 AM Timothy Thomas <tt@thekey.com> wrote:
> Good morning.
>
> If you could take a moment to review Alexa's email below and let me know
> if you have any feedback to share on our opportunity to assessment
> conversion rates for May.
>
> ---------- Forwarded message ---------
> From: Alexa Graziani <agraziani@thekey.com>
> Date: Mon, May 20, 2024 at 12:23 PM
> Subject: Re: Canadian PCC: April Full Month and May Partial Month Update
> To: Timothy Thomas <tt@thekey.com>
> Cc: Megan Heinen <mheinen@thekey.com>
>
>
> Hi Tim,
>
> Removing the broader group for a second. Prior to our call on Wednesday, I
> want to call out the opportunity to assessment conversion for May to see if
> you can check in with the team on the opportunities.
>
> Right now, the team has only completed one assessment and it closed
> instead of moving to client.
>
> Our leads are pacing up further (pacing to 84 currently) with a relatively
> stable lead to opp conversion rate (38% with a few leads still open). That
> means we're still pacing to our roughly 32 average number of opportunities.
> Right now, most of them are still open, which is a good sign. However, I
> want to make sure we get ahead of this to understand what's holding them up
> from moving forward and either know it's a longer conversion cycle or be
> able to make a plan around optimizations for the accounts.
>
> Sincerely,
>
> On Wed, May 15, 2024 at 7:32 AM Timothy Thomas <tt@thekey.com> wrote:
>
>> Thanks Alexa. It's great to finally see the leads trending back up. Lead
>> quality and price sensitivity relative to our new minimums (care
>> commitment) continues to be a challenge.
>>
>> On Tue, May 14, 2024 at 6:56 PM Alexa Graziani <agraziani@thekey.com>
>> wrote:
>>
>>> Hello All,
>>>
>>> This re-structured update reviews Canadian PPC performance
>>> <https://docs.google.com/spreadsheets/d/1uqSo73HN22ECDhsucjl9gJk2JK-XtoqxG2d36zei_Bk/edit#gid54001798>
>>> for the full month of April and an overview of how May is performing so
>>> far/our plans to improve performance.
>>>
>>> We look forward to bringing the advertising (outside of Montreal)
>>> in-house starting June 1st!
>>>
>>>
>>> I've set up a call for next week to review performance, strategy, and
>>> the in-house transition together.
>>>
>>> April’s results are as follows (data through Sunday, May 12th):
>>>
>>> -
>>>
>>> $CAD41,651 spent
>>> -
>>>
>>> 65 Leads
>>> -
>>>
>>> Decrease in volume and increase in CPL from March.
>>> -
>>>
>>> Largely due to the impact of caregiver calls/forms in Montreal
>>> and broad match spend in the other markets. Account changes have been
>>> made/are in progress for both issues and should improve the 2nd half of
>>> May’s performance.
>>> -
>>>
>>> 31 Opportunities
>>> -
>>>
>>> Stable cost per opportunity.
>>> -
>>>
>>> Change in team’s definition of opportunity as per Tim: “A Lead is
>>> any prospective client prior to being qualified. Once qualified, it can be
>>> converted to an opportunity. A lead must meet these three
>>> criteria: In our service area, Looking for our services and Financially
>>> qualified for the quoted rate.”
>>> -
>>>
>>> 6 Assessments
>>> -
>>>
>>> About half of the 13 average in 2023, mirrored by the 19%
>>> opportunity-to-assessment conversion rate that about half of the 41% in
>>> 2023.
>>> -
>>>
>>> 4 Clients
>>> -
>>>
>>> 4 SOC
>>> -
>>>
>>> 1.8 : 1 LTV: CAC
>>> -
>>>
>>> 5 opportunities are still open and could move forward in the
>>> pipeline.
>>> -
>>>
>>> If 3 of these start service we would hit the 3:1 LTV:CAC
>>> baseline goal.
>>>
>>>
>>> May’s 1-12 results are as follows:
>>>
>>> -
>>>
>>> $CAD15,968 spent
>>> -
>>>
>>> 27 Leads
>>> -
>>>
>>> Pacing to 77 leads for the month.
>>> -
>>>
>>> Lead volume should improve in the 2nd half of the month. We made
>>> optimizations in the Montreal account to further exclude caregivers on 5/8
>>> and we’re making additional keyword optimizations this week for the other
>>> markets. The goal is to get back to the ~100 average we had in 2023/Q1 of
>>> 2024.
>>> -
>>>
>>> 11 Opportunities
>>> -
>>>
>>> Pacing to 31 opportunities for the month, right around our 2023
>>> average of 32.
>>> -
>>>
>>> Conversion rate remains strong at 41%. If we increase our lead
>>> volume and conversion is stable, we could hit ~40 opportunities for the
>>> month.
>>> -
>>>
>>> 1 Assessment
>>> -
>>>
>>> The opportunity-to-assessment conversion rate has declined
>>> steadily since January, possibly due to price increases and/or settling
>>> into restructures around operations/roles and opportunity definitions.
>>> -
>>>
>>> Our 2023 average was 41%.
>>> -
>>>
>>> In December ‘23 we saw a stellar 44%, then back to 39% in
>>> January, a steep decline to ~25% in February/March, 20% in April, and only
>>> ~10% so far in May (though this is still maturing with 7 opportunities
>>> still open).
>>> -
>>>
>>> 0 Clients or SOC so far
>>>
>>>
>>> Primary May Optimizations/ Plans to Improve Performance
>>>
>>> This month, we are addressing the two main reasons for the decline in
>>> lead volume, as well as transitioning our main account’s primary signal for
>>> optimization to improve lead volume/cost per lead even further:
>>>
>>>
>>> 1.
>>>
>>> Excluding the “Search Partners” setting for Montreal’s campaigns to
>>> reduce spend on caregiver calls/forms.
>>> 1.
>>>
>>> April and the first week of May saw a dramatic uptick in
>>> caregiver calls/forms. We discovered it was due to a specific setting that
>>> shows our ads on “partner” websites outside of Google. This setting was
>>> turned off last Wednesday and since then the calls/forms have primarily
>>> been from people looking for services.
>>> 2.
>>>
>>> Significantly reducing our “broad match” keywords for the other
>>> markets.
>>> 1.
>>>
>>> In April, ~$23k of our $~33k spend on nonbrand keywords went to
>>> broad match keywords (almost 70%). If we compare that to February, only 43%
>>> of our nonbrand ad spend went to broad match keywords. Our campaigns are
>>> not ready for so many broad-match keywords because of our historic
>>> optimization metrics; calls and forms skew the signals the algorithm uses
>>> to assess success.
>>> 2.
>>>
>>> This week, we are turning off any broad match keywords that have
>>> not seen a lead uploaded back into the Google Ads platform, which should
>>> focus spend on better performing “exact” and “phrase” match keywords.
>>> 3.
>>>
>>> Transitioning markets outside of Montreal to optimize toward leads
>>> instead of calls/forms.
>>> 1.
>>>
>>> We have crossed the threshold of leads uploaded back into Google
>>> that we needed to transition our accounts to optimize off of leads within
>>> the platform!
>>> 2.
>>>
>>> We’re working with the agency to make the change this week so the
>>> campaigns can go through the learning period in the final two weeks of May
>>> and be ready to hit the ground running when we take over execution in June.
>>>
>>>
>>> With the combination of these three changes and our upcoming in-house
>>> transition, we expect 2nd half of May performance to improve and stronger
>>> performance in June.
>>>
>>>
>>> Sincerely,
>>>
>>> --
>>> Alexa Graziani
>>> Senior Marketing Manager - Consumer Growth
>>> 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 <tt@thekey.com>
>> (514) 591-9387
>> TheKey.ca <https://www.thekey.ca/>
>> [image: TheKey] <https://www.thekey.com/>
>>
>
>
> --
> Alexa Graziani
> Senior Marketing Manager - Consumer Growth
> 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 <tt@thekey.com>
> (514) 591-9387
> TheKey.ca <https://www.thekey.ca/>
> [image: TheKey] <https://www.thekey.com/>
>