• Evan

    • 📮 Messages

      • For: Chris

      • Priority: Medium

      • Topic: Safe & Lock

      • By: Evan

      • The document for proof of insurance includes an end date of the effective policy..."07/01/2022 to 07/01/2023"....is this the same as the expiration date for their locksmith license? Chris

      • No sir. Per Jacob Sauder email on September 27th, 2022, which I will forward to you, Expiration date for both is August 31st, 2023 Evan

  • Chris

    • For Client: Safe & Lock

      • Outside audit of HSL Google Ads campaign Chris Safe & Lock task October 13th, 2022

    • For Client: Safe & Lock

    • AllParts Medical

      • Review AllParts Medical Meeting Notes Evan September 27th, 2022

      • Meeting Notes

        • Next week's meeting on October 4th, 2022 is cancelled. Heather Funk will be out for fall break.

        • Promotion for September is pushing aged inventory

          • They don't want to highlight in Google Ads

          • Internal promotion only

        • Google Ads

          • "evo ge healthcare" is a very good keyword

          • We want to focus on this

          • GE and Philips probe

        • Website

          • November 30th, 2022 starts the dev sprint cycle to redesign the website

      • Report

    • Safe & Lock

      • Meeting Notes

        • Review Safe & Lock Meeting Notes Evan September 27th, 2022

        • Client Feedback

          • According to Derek DeSola last Saturday September 24th, 2022 was "dead slow" and HSL has been "crickets" so far this week

            • "If you want a quiet place to take a nap, come to Houston Safe & Lock because the phones aren't ringing"

        • Archive/SL/Setup and launch Google Local Services advertising campaign

          • Case ID for updating ownership on Google Local Services is: 101201255

          • HSL and KSL currently use a different variant of the same Locksmith license number. We need to submit those now and make sure it isn't going to be an issue when the background checks are done

            • HSL: B19935701

            • KSL: B19935701A

            • Expiration date for both is August 31st, 2023

          • Derek DeSola wants to be notified when Paul has submitted his background check to Evident

        • Archive/Archive/SL/HSL - Redesign safe category pages

          • If a safe doesn't have a sortable attribute (i.e. Fire Rating)

            • Don't show the label

            • Enter a 0 value in the code

            • Have display at the end of the list

        • SL/HSL - Update how safes are grouped on the website

          • Derek sending over New TL30 Safes to highlight in on the website

            • New commercial safes that we want to highlight

          • Add "Tax Free" to Gun Safes navigation label and page templates

        • Report

      • Audit HSL Waiting

        • Service

          • PPC

        • Reasoning

          • Client feedback from Derek DeSola that Locksmith calls have been noticeably down in recent 2 weeks

        • Findings

          1. Notable data and settings

            • All Locksmith campaigns:

              1. Poor ad strength across all campaigns

                1. Our top 6 Locksmith ads (by clicks) all have an ad strength rating of "poor"

                  1. This represents over 80% of all clicks

                2. https://support.google.com/google-ads/answer/9921843

              2. 0 form conversions in the last 30 days in any locksmith campaign

                1. This seems highly unlikely given the volume of traffic we send the the page

                2. I'm guessing it's not reporting or the form is broken

              3. Significant traffic to legacy locksmith pages over last 30 days

                1. 20 clicks: /houston-locksmith-services/

                2. 5 clicks: /lock-services/high-security-locks/

                3. 2 clicks: /residential-locksmith-services/

                4. 5 clicks: /locksmith-services/

                5. For Client: Safe & Lock

                  • HSL - Update all adgroups to only contain RSA's and links going to new locksmith page(s) Evan Safe & Lock task September 28th, 2022

                  • HSL - Update sitelink extensions and link to new service pages Evan Safe & Lock task September 28th, 2022

              4. Device segmentation is almost entirely mobile

                1. According to Opteo, 100% of our Locksmith conversions in the last 30 days are mobile

                2. According to Google Ads, 186 of 206 are mobile

                  1. Discrepancy is likely due to Google Analytics not being connected to Opteo. I updated that connection on September 27th, 2022

                3. $7.92 CPC vs desktop $4.75

            • Campaign specific:

              • Both MH_High Security Locks and MH_Commercial Locksmith are showing to "Google Search Partners"

                • I would be curious to know how the search partners are performing relative to Google search

                  • Google search partners past 180 days - 2 conversions @ $31.08 CPA. (lower average than our non-generic campaigns)

              • MH_Commercial Locksmith location settings is 25 mile radius.

                • All other Locksmith campaigns are set to 50 miles

              • MH_Locksmith (Services) is setup very differently than other Locksmith campaigns

                • Only campaign that's set to max clicks bid strategy

                  • CPC's are lower than locksmith campaigns avg. ($4.02 vs $7.39)

                  • CPA's are still higher ($39.38 vs. $26.01)

                • Only campaign that is not "budget limited"

                • Only campaign that has "Audience segment targeting" enabled

                  • Per Google Ads, "Allows you to narrow the reach of your ads to specific criteria in this method."

                • Currently 62/148 ads are disapproved in this campaign. Not sure how relevant this is, but worth looking into further

                • CPC's are up 37% in last 7 days

                  • "affordable locksmith near me" and other top keywords are down 90% or more in this campaign

                • For Client: Safe & Lock

                  • HSL - Combine budget limited campaigns (high security locks, commerical, services) into one campaign and increase budget from $45 to $90 (This is a $15 increase from all the combined campaigns) Evan Safe & Lock task September 28th, 2022

                • For Client: Safe & Lock

                  • HSL - Decrease daily budget of "Generic" campaign by $15. Evan Safe & Lock task September 28th, 2022

                  • For Client: Safe & Lock

                    • HSL - Pause all broad match keywords in "Generic Locksmith" adgroup. Evan Safe & Lock task September 28th, 2022

                      • Last 180 days, these keywords have spent $789 ON KEY COPY/KEYS MADE SEARCES ALONE.

                    • For Client: Safe & Lock

                      • HSL - Move the remaining keywords in "Generic Locksmith" adgroup to MH_Locksmith (Generic) campaign Evan Safe & Lock task September 28th, 2022

          2. According to the Insights tab in Google Ads, from September 20th, 2022 to September 27th, 2022

            • Conversions are down 21% account wide. Other conversion insights:

              • Brand term "houston safe and lock" is up 20% in that same time

                • Non-brand terms are likely down even more than 21% given the uptick here

              • MH_Locksmith (Generic) conversions are down 35%

                • "locksmith houston"

                  • 2 conversions (down 75%)

                • "locksmith near me"

                  • 8 conversions (down 20%)

              • MH_Locksmith (Services) CPC's are up 37%

                • "affordable locksmith near me" and other top keywords are down 90% or more in this campaign

        • Next Steps

          1. Make sure we aren't Significant traffic to legacy locksmith pages over last 30 days

            1. Update all Final URL's for active ads to the newer pages

          2. Create project to fix MH_Locksmith (Generic) conversions are down 35%

            • Did the recent SKAG experiment have unintended consequences? - This was done in KSL

              • How can we check / verify?

            • Insights shows terms related to what we're already showing for, which we can use to create dedicated ad groups:

              • "near me"

              • "in this area"

              • "nearest"

              • "closet"

          3. Improve our Poor ad strength across all campaigns

            1. Google may be using this as a barometer for "expected click-through rate" which ultimately affects our quality score

            2. How to improve: https://support.google.com/google-ads/answer/9921843

          4. Review why MH_Locksmith (Services) is setup very differently than other Locksmith campaigns

            1. Do we want these different settings?

            2. Why are so many ads disapproved?

          5. Ensure we're addressing that Device segmentation is almost entirely mobile

            1. Is this what we want?

              1. Do we think that commercial and service-specific requests (i.e. "remote access control") are in almost exclusively mobile?

                1. If not, how do we address that?

            2. Have we throughly mobile-tested the new landing pages?

              1. UX/UI

                1. What if we added a Jump to Services button in the space under the phone number?

                2. Should we include our main services in the description?

              2. CTA's

              3. Speed

                1. Speed seems FANTASTIC. Instant load on mobile.

          6. Take a look at auction insights