MELLEKA MARKETING

Teachertainment

Meeting Preparation Deck — March 27 – April 9, 2026
Performance Overview (Mar 27 – Apr 9)
Total Spend
$942
Google $146 + Meta $796
Total Clicks
728
Google 193 + Meta 535
Total Leads
22
Google 1 + Meta 21
Blended CPL
$42.80
$942 / 22 leads
Key Highlights This Period:
— Major strategy shift: paused underperforming campaigns, launched "Search | Teachertainment Store" as primary Google campaign ($114.65, 181 clicks, 7.13% CTR)
— Meta Leads Campaign | Parents driving 20 of 21 total leads ($38.67 CPL)
— Store Sales Campaign performing efficiently at $0.24 CPC, 17 view_content events
— 3 new "School Targeting" Meta campaigns created (not yet spending)
— Strike-related ad content created and launched for LAUSD disruption
— 34 Notion tasks completed in this period
Period Comparison: Google Ads
Current Spend
$146
-50% vs prior $294
Clicks
193
+50% vs prior 129
CPC
$0.76
-67% vs prior $2.28
All Conversions
1
Same as prior period
The strategy pivot is working: spending 50% less on Google while getting 50% more clicks at 67% lower CPC. The new "Search | Teachertainment Store" campaign is the workhorse — higher intent, better efficiency. Key risk: only 1 conversion despite more traffic. Conversion tracking or landing page needs investigation.
Google Ads Performance (Mar 27 – Apr 9)
Total Spend
$146.14
Down from $293.81
Total Clicks
193
Up from 129
Impressions
3,045
Down from 12,108
CTR
6.34%
Up from 1.07%
CPC
$0.76
Down from $2.28
All Conversions
1
$146.14 CPA
Campaign Status Spend Clicks Impr CTR Conv
Search | Teachertainment Store Active $114.65 181 2,539 7.13% 1
Search | Parents Paused $25.18 7 122 5.74% 0
PMAX | Parents Paused $2.84 2 56 3.57% 0
PMAX | Teachers Paused $2.28 2 80 2.50% 0
PMax | Teacher Referral Program Active $1.19 1 248 0.40% 0
TOTAL $146.14 193 3,045 6.34% 1
Google Ads Changes This Period
  • Apr 6: Added negative keyword "free" (exact match) to Search | Teachertainment Store to block non-buyer traffic
  • Apr 5: Added 4 new keywords to Store campaign: "movie comprehension worksheets", "disney math worksheets", "disney literacy activities", "classroom movie activities"
  • Mar 27-Apr 3: Paused Search | Parents, PMAX | Parents, PMAX | Teachers, and 5 other campaigns as part of budget reallocation plan
  • Mar 27: Launched Search | Teachertainment Store as the new primary campaign — targeting store-related keywords with high purchase intent
Meta Ads Performance (Mar 27 – Apr 9)
Total Spend
$795.58
Leads $773 + Store $23
Total Clicks
535
2.61% avg CTR
Total Leads
21
20 Leads + 1 Store Lead
CPL
$37.88
$795.58 / 21 leads
View Content
17
Store campaign
Add to Cart
2
Pixel tracking active
Campaign Status Spend Clicks Leads CPL
Leads Campaign | Parents Active $773.43 441 20 $38.67
Store | Sales Campaign (Teacher/Parents) Active $22.15 94 1 $22.15
School Targeting | Sales Campaign [No exclusions] New $0.00 0 0 —
School Targeting | Sales Campaign - Copy New $0.00 0 0 —
School Targeting | Sales Campaign New $0.00 0 0 —
TOTAL (Active) $795.58 535 21 $37.88
Meta Insights:
— Leads Campaign | Parents remains the primary lead driver at $38.67 CPL — consistent with previous periods
— Store | Sales Campaign at $0.24 CPC is extremely efficient for traffic driving. 17 view_content and 2 add-to-cart events show real purchase intent
— 3 new School Targeting campaigns created and set to ACTIVE but showing $0 spend — may need audience/delivery review
— Strike-related ads added to capitalize on LAUSD school disruption (keeping parents engaged with Teachertainment resources)
Social Media Activity (Mar 27 – Apr 9)
Instagram Posts
8
Reels + Carousels + Images
Facebook Posts
8
Cross-posted from IG
Total Engagement
40+
Likes, comments, saves

Recent Posts

Social Media Notes: Content is consistent at ~2 posts/week across both platforms. Product-focused content (store packets) is getting the best engagement. The Survivor Bundle reel (Apr 9) and Baseball Activities carousel (Apr 1) performed well. Recommend increasing posting frequency to 3-4x/week per the April content calendar.
Work Completed — 34 Tasks (Mar 27 – Apr 9)

Google Ads Campaign Management

  • Cut tutoring purchase campaigns on Google as part of the channel reallocation plan
  • Create and launch the school-targeted ad campaign at $15 per day per location and reallocate budget into the winning parent campaign
  • GEO tag local schools
  • Added conditional logic to filter out $15-$30 tutoring service requests

Meta Ads Campaign Management

  • Create 4 Meta Ad designs for the strike without mentioning it directly
  • Add UGC video to existing Meta ad campaigns
  • New Teacher/Parent Store meta campaign
  • Create 5 meta ad designs promoting the store
  • Create new spring themed and earth day ad set on meta existing campaign and add new assets
  • Add new question on meta lead form: if a parent answers "In-person", ask if they are located in Los Angeles and remap it on GHL

Content / Creative

  • Create script and UGC Video for ads: parent testimonial
  • Add captions, b-roll, and music to UGC video
  • Create Baseball Blog
  • Create Super Mario Themed Blog
  • Create thumbnails for baseball store resource
  • Create thumbnails for mario themed packets
  • Create Linkedin Banners for client (8 variations)
  • Create April Content Calendar

Email Marketing

  • Create strike email and schedule for Friday (after approval)
  • Schedule Strike Email (after approval)
  • Create Baseball Email
  • Schedule Baseball email (after Jake approval)
  • Create follow up updated store pricing email
  • Schedule Mario email (after approval)
  • Create email campaign thanking new convention leads, sending free worksheet and workshop proposal

Website / Store

  • Upload new resources on store page
  • Create new category "Sale" and add store items into it
  • Refresh "shop the printables store" section on homepage
  • Create Workshop page(s) to highlight different types of workshop options/offerings
  • Create a page for keynote presentation and link it in teacher workshop page
  • Create a Workshop page for parents and family to highlight different types of options/offerings

CRM / Automations

  • Create meeting deck (previous period)
  • Upload new lead contacts from conference and create smartlist
Strategic Recommendations
1
Investigate School Targeting Campaigns — $0 Spend 3 "School Targeting | Sales Campaign" campaigns are set to ACTIVE but showing zero spend. This could be a delivery issue (audience too narrow), budget not set, or ad set not approved. Review targeting, budget, and ad creative status in Meta Ads Manager immediately.
2
Audit Google Conversion Tracking Only 1 all-conversion from 193 clicks ($146 spend) on Search | Teachertainment Store — a $146 CPA is unsustainable. The 7.13% CTR indicates strong ad relevance. The issue is likely landing page or conversion tracking. Verify the conversion tag fires correctly on store purchase/add-to-cart pages.
3
Scale Store | Sales Campaign on Meta At $0.24 CPC and $22.15 total spend, this campaign is generating real purchase intent signals (17 view_content, 2 add-to-cart). Consider increasing from $5/day to $10-15/day to test scalability while maintaining efficiency.
4
Monitor Strike Ad Performance Closely LAUSD-related ads are timely but sensitive. Track CTR and lead quality separately. Be prepared to pause if the strike resolves — messaging will lose relevance quickly. Have standard creative ready to swap in.
5
Increase Social Media Posting Frequency Currently at ~2 posts/week. The April content calendar calls for 4-5/week. Product-focused carousels (Baseball Activities: 8 likes, Spring Break Bingo: 3 likes) are outperforming. Prioritize store product showcases and teacher resource teasers.
6
Consider Reactivating PMax | Parents at Higher Budget Previous data showed PMax | Parents as the best-performing campaign ($13 CPA). It was paused during reallocation, but with the Store campaign now running, consider reactivating PMax at $5-7/day alongside the Store search campaign for a multi-funnel approach.
Prepared by Melleka Marketing — AI-Powered Performance Report