Expert News is a publishing house whose main idea is to sell content to big publishing names like Forbes, Entrepreneur, Inc etc. My job was to generate market qualified leads. First I crafted a landing page(get.xp.news) using Unbounce & integrated HubSpot with google ads within 2 months I was able to generate 40 quality leads with 10 MQLs with a conversion rate of 9.31%.

1. Monthly Report - October

2. ● Progress
a. Campaigns
b. Other items
● Performance
● Next Steps
Agenda

3. Progress

4. Overview:
➔ Monthly Ad Spend: $15,000 (USD)
➔ Platforms: Google Search/Display/Discovery, YouTube,
Linkedin
➔ Objective:
Get Leads as in Form Submissions
➔ Google ($7500) + Linkedin ($7500)

5. ● Google Search Launched 7 New
Campaigns
● Continued keyword, search term,
and copy optimizations
Campaigns Launched
➔ Become a Contributor - Expert Press - IT
➔ Forbes, Entrepreneur, Inc. - Expert Press - IT
➔ Get Featured In - Expert Press - IT
➔ Get Published - Expert Press - IT
➔ Search - Articles - IT
➔ Search - Branded - IT
➔ Search - Thought Leadership - IT

6. ● Launched 38 Campaigns LinkedIn Ad
Campaigns in Total
○ ToFu Campaigns for Ebook Downloads
○ MoFu Campaigns (booked calls)
○ Retargeting (didn’t spend due to
audience size)
● Campaign Types
○ Industry segmentation
○ Thought Leadership Interest
○ Thought Leadership Group Membership
● Paused due to cost
Campaigns Launched

7. Optimizations
● Launched 32 Campaigns
● Added Negative keywords for search campaigns
● Added Promotion Extension To Increase CTR
● Optimized campaigns for best performing ad copy
● A/B tests for each running campaign
● Added qualifying features to keep bad leads out of campaigns
● Added Three Layers of Audience - Executives, Management & Business Professionals
For More Precise Audience Layering

8. Performance

9. Performance: Google Ads

10. Performance: Google Overall

11. Performance: Google

12. Top
Keywords

13. Performance: Google Ads
MQL Data

14. Performance: LinkedIn

15. Ad Spend
$11,781.22 58
Leads
84 $140
Cost per
Conversion
Conv. Rate
MQLs
Google Ads Performance
Converted to USD
20

16. Ad Spend
$14,402.03 58
Contacts
90
Cost per
Conversion
Conv. Rate
MQLs
Full Account Performance
Converted to USD
22
$160

17. Performance: Market Qualified Leads
(MQL) Vs Sales Qualified Leads(SQL)

18. Performance: Campaigns/Keyword With
Most MQLs

19. Performance: Keywords W/Most Unqualified Leads

20. Next Steps

21. ➔ New Competitor Copy
◆ Needs to be reviewed
➔ Earned Media Keyword Research
◆ Will need to be reviewed then approved
➔ Build new “this could be you” creatives
➔ Begin strategizing Taboola
➔ Creative Design for the Website?
Next Steps: Campaigns

22. ➔ Google Search Campaign for Earned Media
➔ ToFu Discovery Campaigns aimed at
Thought Leadership Interests
➔ Taboola
◆ Platform that advertises on news sites
◆ Supposed to be much cheaper than
LinkedIn
Next Steps: Campaigns