Re: Happy New Year + Kickoff of Next 2024 Canada Optimization - Keywords

Hey Alexa,

I was just about to send you a confirmation email on this. Yes, I will be sending  the final updates today and we should be able to implement everything by next week after that.
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, February 2, 2024 9:34 AM
To: Arshdeep Brar <ash@infrontmarketing.ca>
Cc: John McColman <john@infrontmarketing.ca>; Patrick Zehnder <patrick@infrontmarketing.ca>; Timothy Thomas <tt@thekey.com>; Megan Heinen <mheinen@thekey.com>; Kira Farnham <kira.farnham@thekey.com>
Subject: Re: Happy New Year + Kickoff of Next 2024 Canada Optimization - Keywords

Hi Ash,

Checking in - will you be able to get an update over today so I can give final go-ahead on the changes? My goal is for you to implement them starting on Monday (and finishing by the end of next week depending on how cumbersome the process is).

Thanks,

On Mon, Jan 29, 2024 at 3:37 PM Alexa Graziani <agraziani@thekey.com<mailto:agraziani@thekey.com>> wrote:
Hi Ash,

Thank you so much for walking me through the keyword recommendations today. I've gone through the report in more detail and consolidated my initial feedback. Again, thank you so much for this thorough work. I agree with most of your recommendations and think the process is great.

Please review the feedback here: https://docs.google.com/document/d/1eOW021DlsvM61tMCWf9Bo8VyXuyflA5D5j1BVrMuf6c/edit<https://urldefense.proofpoint.com/v2/url?u=https-3A__docs.google.com_document_d_1eOW021DlsvM61tMCWf9Bo8VyXuyflA5D5j1BVrMuf6c_edit&d=DwMFaQ&c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&r=BJwsiz40DqDW9UPBD5huZNshSY1A4ntcZdxwwah4pWQ&m=YrVmKomHlYQMaB7UssOK3MFkVyBVnSJfsdLDSyGKRvzTV7Qr9wv50uuhupbSf62s&s=jumvdmcF9re-CQYxE9tkAxl34S0MP-_9ox63GQn96R8&e=>

I also tried to put the notes in the keyword doc itself.

Once we've discussed the ones in yellow then I'll give the final go-ahead to make the changes.

Thank you,

On Thu, Jan 25, 2024 at 4:06 PM Alexa Graziani <agraziani@thekey.com<mailto:agraziani@thekey.com>> wrote:
Hi Ash,

WOW! I am loving this.

Given the level of detail here, I'll wait until after our call on Monday to review this in more detail. That way, you can walk me through the full process first and talk me through the findings. Then I'll take some time to process it all and provide feedback.

Your effort on this is much appreciated, and I look forward to talking it through on Monday.

I hope you have a great day off tomorrow!

Sincerely,

On Thu, Jan 25, 2024 at 2:09 PM Arshdeep Brar <ash@infrontmarketing.ca<mailto:ash@infrontmarketing.ca>> wrote:
Hi Alexa,

Here is the documentation and review process completed for 2023 and what we are ready to implement for February 2024.

We will review this in our meeting on Monday (Jan 29th). Feel free to read it, and we can discuss this further in the meeting.
https://docs.google.com/spreadsheets/d/12OWAhWkbOkvm1P2WKQsmiikWzbQfX8Dtn7UhB6fEW38/edit?usp=sharing<https://urldefense.proofpoint.com/v2/url?u=https-3A__docs.google.com_spreadsheets_d_12OWAhWkbOkvm1P2WKQsmiikWzbQfX8Dtn7UhB6fEW38_edit-3Fusp-3Dsharing&d=DwMFaQ&c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&r=BJwsiz40DqDW9UPBD5huZNshSY1A4ntcZdxwwah4pWQ&m=YrVmKomHlYQMaB7UssOK3MFkVyBVnSJfsdLDSyGKRvzTV7Qr9wv50uuhupbSf62s&s=4OkCLrdPsZe4MXke5N1W2AVvxDPbr5vwmBnmlp3O4WY&e=>

This is based on the set of rules that we used in our previous quarterly analysis. This time, we are adding a little more structure and making it more actionable by segmenting our keywords into testing Phases. In total, there are 5 stages, 3 for testing and 2 for further performance monitoring.

The first sheet has cut-off stats for various stages; the stats are based on averages from one stage ahead of the current stage.  I will describe this further in the meeting. But you will notice, I have two tables for cut-off stats; one is titled original, and the other is the main one that we are using for this analysis. In the new rules, I have kept Waterloo and Mississauga as is, but the stats for the other four markets are similar to what we had for Calgary in the previous one. The reason was the cut-off seemed too low if we were to run on the previous stats; we want the keywords to have enough volume and run time, so we increased these to what we had for Calgary.

You will also see a section for Labels. This time we are planning to actively use labels in order to make the tracking process easier.
We are also planning to test some automation with labels based on these rules for one market, and then once we have a successful run in one market, we can implement it in the rest.

The sheet named "top converters" contains the keywords that are currently in stages 4 and 5.

Then, we have a detailed report for each market based on our analysis and mentioned rules with the action required and labels that we will be adding moving forward on the keyword level for each individual keyword.

I will be out of the office this Friday, so please direct any emergency requests to Patrick and John.

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: Monday, January 8, 2024 3:33 PM
To: John McColman <john@infrontmarketing.ca<mailto:john@infrontmarketing.ca>>; Arshdeep Brar <ash@infrontmarketing.ca<mailto:ash@infrontmarketing.ca>>; Patrick Zehnder <patrick@infrontmarketing.ca<mailto:patrick@infrontmarketing.ca>>
Cc: Timothy Thomas <tt@thekey.com<mailto:tt@thekey.com>>; Megan Heinen <mheinen@thekey.com<mailto:mheinen@thekey.com>>; Kira Farnham <kira.farnham@thekey.com<mailto:kira.farnham@thekey.com>>
Subject: Re: Happy New Year + Kickoff of Next 2024 Canada Optimization - Keywords

Hi InFront Team,

I've attached the keyword data referenced in the previous email.

Please confirm receipt and that the timeline and process outlined in it works for you - we can discuss specifics, any initial questions, the data, etc in our call tomorrow.

Sincerely,

On Tue, Jan 2, 2024 at 1:17 PM Alexa Graziani <agraziani@thekey.com<mailto:agraziani@thekey.com>> wrote:
Hi InFront Team,

Happy New Year! I hope you had great holidays.

The next ongoing optimization for the Canadian markets that I'd like to implement this quarter is on keywords.

This email is to kick off the process of us working together this month to determine what changes we'd like to make so that they can go live on Monday, February 5th.

Next week, I plan to send you a full keyword review from 2023 (as many months as we have data), as well as reviews for the last 6 and three months. That way the end of December data has at least a week to mature.

From there, I'd like your team to review the data and put together a proposal of keywords to a)pause, b)increase investment, c) add by EOD 11/24. That way, we have a week to discuss and align on our final changes. This process can be similar to what we did the last time we went through a keyword review.

Our monthly call is currently scheduled for the 9th. I will send the keyword data by EOD on Monday the 8th so that we can address any questions you might have during our call.

Let's also get a 30-minute call on the calendar for Monday 11/29 so that we can discuss the proposal and any questions/feedback I have on each of the markets. 10am-12pm PST is a great window for me if the team is free.

Let me know if you have any suggestions for our timeline/doing a thorough keyword review together.

I look forward to a strong Q1!

Thank you,

Alexa Graziani
Senior Marketing Manager - Consumer Growth
Please note my email has changed:
agraziani@thekey.com <https://urldefense.proofpoint.com/v2/url?u=https-3A__brand.thekey.com_esg_agraziani-40thekey.com&d=DwMFaQ&c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&r=BJwsiz40DqDW9UPBD5huZNshSY1A4ntcZdxwwah4pWQ&m=z4gnpaawPy9ov8P56XM7YiFufBFbzNCsKVXtD-pl3fDII7AS31HqBuoY7fqMULVh&s=TxTYwkgloCECD1vyaIAFGh3V0_M-jeTKxfKXR-n88Vc&e=>

TheKey.com <https://urldefense.proofpoint.com/v2/url?u=https-3A__www.thekey.com_&d=DwMFaQ&c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&r=BJwsiz40DqDW9UPBD5huZNshSY1A4ntcZdxwwah4pWQ&m=z4gnpaawPy9ov8P56XM7YiFufBFbzNCsKVXtD-pl3fDII7AS31HqBuoY7fqMULVh&s=9UBmS6SnC75UcfNz6Xb_5CA2_VtUF7zq9RISWhnXZyQ&e=>
[TheKey] <https://urldefense.proofpoint.com/v2/url?u=https-3A__homecareassistance.com_&d=DwMFaQ&c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&r=BJwsiz40DqDW9UPBD5huZNshSY1A4ntcZdxwwah4pWQ&m=z4gnpaawPy9ov8P56XM7YiFufBFbzNCsKVXtD-pl3fDII7AS31HqBuoY7fqMULVh&s;BXthjS3Z9F8HWVz1FP4mrM6d0qdvXbrsu3WT7OYsQ&e=>

Alexa Graziani
Senior Marketing Manager - Consumer Growth
Please note my email has changed:
agraziani@thekey.com <https://urldefense.proofpoint.com/v2/url?u=https-3A__brand.thekey.com_esg_agraziani-40thekey.com&d=DwMFaQ&c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&r=BJwsiz40DqDW9UPBD5huZNshSY1A4ntcZdxwwah4pWQ&m=z4gnpaawPy9ov8P56XM7YiFufBFbzNCsKVXtD-pl3fDII7AS31HqBuoY7fqMULVh&s=TxTYwkgloCECD1vyaIAFGh3V0_M-jeTKxfKXR-n88Vc&e=>

TheKey.com <https://urldefense.proofpoint.com/v2/url?u=https-3A__www.thekey.com_&d=DwMFaQ&c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&r=BJwsiz40DqDW9UPBD5huZNshSY1A4ntcZdxwwah4pWQ&m=z4gnpaawPy9ov8P56XM7YiFufBFbzNCsKVXtD-pl3fDII7AS31HqBuoY7fqMULVh&s=9UBmS6SnC75UcfNz6Xb_5CA2_VtUF7zq9RISWhnXZyQ&e=>
[TheKey] <https://urldefense.proofpoint.com/v2/url?u=https-3A__homecareassistance.com_&d=DwMFaQ&c=euGZstcaTDllvimEN8b7jXrwqOf-v5A_CdpgnVfiiMM&r=BJwsiz40DqDW9UPBD5huZNshSY1A4ntcZdxwwah4pWQ&m=z4gnpaawPy9ov8P56XM7YiFufBFbzNCsKVXtD-pl3fDII7AS31HqBuoY7fqM