►
Description
Updates in this video:
1. Early performance of translated French CI campaign in paid demand generation
2. Incorporating responsive display ads with Google Display Network
3. Documenting benchmarks by paid demand generation channel
4. Update on INQ to MQL conversion rate
5. Update on paid search
A
B
B
B
B
You
know
when
we
start
campaigns.
Sometimes
the
performance
looks
really
good
in
the
beginning,
because
it's
kind
of
a
smaller
sample
size
of
what
we're
used
to
seeing
so
towards
the
end
of
the
month
of
this.
This
test,
we'll
probably
see
performance
kind
of
even
out
as
the
channel's
delivery
starts
to
adjust.
So
we're
looking
forward
to
that
performance
at
the
end
of
the
month,
and
you
know
if
it's
strong,
then
we
could
expand
on
that
budget.
B
B
So
this
type
of
self-optimizing
ad
unit
has
the
potential
to
kind
of
boost
our
performance
for
retargeting,
since,
through
vicki's
research,
vicky
we'll
miss
you
vicky.
We
learned
that
inquiries
who
engage
with
a
gated
offer
and
then
also
a
trial,
either
before
or
after
result,
in
a
higher
mql
sao
rate.
So
this
can
provide
us.
B
A
A
A
I
know
it's
really
annoying
everybody's
like
come
on
man.
Hurry
up
all
right,
well,
you're
gonna
have
to
just
believe
me,
because
I
can't
share
my
screen
I'll
share
the
link
to
this
dashboard
and
start
the
management
dashboard
and
you
you
all,
can
kind
of
explore
and
look
at
the
data
too.
So
I
looked
at
october.
A
Our
inquiry
to
mql
conversion
rate
was
around
44,
probably
the
highest
seen
it
within
paid
demand,
gen
and
then
november
was
somewhat
of
a
a
perfect
storm
of
a
few
different
things
happening
at
the
same
time
that
where
we
saw
the
inquiry
to
empty,
our
conversion
rate
dropped
at
half
so
about
22
in
november,
and
I
don't
know
if
you
mentioned
you
remember
from
our
previous
call,
but
there
was
some
updates
to
scoring
that
happened.
So
the
mql
score.
A
You
know
that
for
marketing
ops,
two
we
transitioned
to
a
new
form
of
advertising
on
linkedin
called
linkedin,
regen
forms,
and
so
that
didn't
necessarily
pass
through
the
normal
channels
of
like
how
things
progress
through
dimension
and
so
that
kind
of
caused
some
issues
too
and
so
kind
of
those
things.
Those
two
things
we
started
to
see:
a
drop
off
in
that
conversion
rate
and
kind
of
wave
a
little
bit
of
a
a
red
flag.
A
We
then
again
saw
probably
from
the
holidays
as
well
december,
probably
being
our
worst
month
of
inkwell
and
inquiry
to
mql
conversion
rate,
but
we
start
this
we're
starting
to
see
that
come
back
up
january
and
february,
so
currently
we're
at
20
for
january
and
at
18
for
february.
Where
was
it?
I
believe,
two
weeks
ago,
we're
kind
of
averaging
that
16
to
17
percent
range?
A
But
we
are
seeing
improvements
and,
as
I
mentioned,
and
we
did
make
some
updates,
I
believe
a
week
and
a
half
ago,
and
so
we're
starting
to
see
that
improve
over
time,
we'll
keep
watching,
and
hopefully
we
can
get
back
up
to
that
44
range,
but
so
far,
so
good
things
are
trending
in
the
right
direction.
The
great
thing
to
know
about,
like
I
know
that
sometimes
we
just
look
at
the
percentages,
but
the
total
number
of
inquiries
that
coming
in
are
actually
pretty
high.
A
So
we
were
at
around
6000
inquiries
in
january
and
now
we're
at
8
700
inquiries
for
february,
and
we
haven't
finished
out
february
and
as
far
as
mqls,
around
1200
mqls
for
january
and
1500
mqls
for
for
february.
To
give
you
like
a
range
of
that
number,
is
we
had
around
500
inquiries
in
in
december,
just
under
a
thousand
in
in
november
and
then
1900
in
in
october.
So
I
think
total
volume
we're
on
the
right
track
that
conversion
rate
as
we
improve
that
those
numbers
will
get
better.
A
The
next
thing
that
I
I
want
to
go
through
and
I
wish
I
could
share
my
screen
because
it'd
probably
make
a
lot
more
sense.
If
I
could
share
my
skin
is
around
paid
search
and
if
you
remember
last
week,
we're
putting
a
lot
more
effort
into
and
budget
into
paid,
search
for
or
fy22
just
because
we're
seeing
paid
search
become
more
of
a
higher
performer
as
far
as
the
mql
to
seo
conversion
rate.
When
that
is
a
touch
point,
somebody
encounters,
and
that
makes
sense
right.
A
So,
if
you
think
about
how
paid
search
works,
is
somebody
has
a
specific
intent,
I'm
going
to
google
to
ask
a
specific
question
or
have
a
specific
intent?
What
I'm
trying
to
find
information
on,
for
example,
like
a
git,
lab
and
learning
about
your
lab
or
buying
gitlab,
and
those
type
of
things
that
tends
to
have
a
higher
conversion
rate
so
currently,
what's
coming
in
is
we've
had
718
inquiries
come
through
for
paid
search
and
I
think,
out
of
our
programs
paid
search.
A
If
we
look
at
this
would
make
way
more
sense.
In
fact,
you
can
share
my
screen.
I
apologize
if
we
look
at
the
breakout
between
and
non-brand
about,
64
of
the
inquiries
coming
in
are
coming
from
brands,
so
people
are
searching
for
git,
lab
plus
another
term,
or
mostly
just
gitlab
in
itself
and
then,
as
far
as
like
non-brands
awards,
that
don't
have
our
brand
name
in
front
of
it.
So
that
could
be
like
the
xcd
git
ops.
Those
type
of
key
phrases
and
search
queries
is
around
33
percent.
A
So
about
an
interesting.
Oh,
it's
an
interesting
split
of
like
what
we
have
there
and
it's
not
necessarily
surprising,
because
the
volume
of
people
actually
coming
in
and
searching
for
the
gitlab
gitlab
brand
name.
In
regards
to
the
non-branded
keywords:
the
top
inquiry
drivers
are
around
rci
campaign
and
also
git
ops.
That's
where
the
majority
of
the
inquiries
are
coming
in
and
nothing
surprising
around
like
the
search
terms
for
ci.
Our
top
search
term
is
cicd
cicd
pipeline
and
4k.
A
So
some
good
things
there
it's
still
a
little
early
to
determine
mql
and
how
it's
progressing
to
sao
since
we
haven't
had
non-brand
paid
search
on
for
a
while,
but
I
will
give
you
that
update
once
that
becomes
available,
I'm
gonna
apologize.
I
wish
I
could
share
my
screen
now.
I
know
I
need
to
go
and
update
my
settings
on
zoom
to
share
my
screen.
If
you
have
any
questions,
feel
free
to
comment
in
the
demand,
gen
slack
channel,
I'm
more
than
happy
to
answer
those
questions
thanks.
Everyone
bye
thanks.