Measuring Internet Marketing Performance

Pete Kumler (503) 883-3069

pete@searchappeal.net www.searchappeal.net

Chem-Dry Annual Convention Tuesday January 27th, 2015

“Half the money I spend on advertising is wasted; the trouble is I don't know which half.” John Wanamaker

US department store merchant (1838 - 1922)

If you want to improve your Internet Marketing, then you’ll want to listen.

!!!!!!

ROI = Revenue ÷ Cost

Leads to Jobs!

Getting Prospects

Prospects to Leads

3 KPIs TRAFFIC

CONVERSIONS

BOOKINGS

Your Website is the CENTER of Your Marketing Universe

Use Google Analytics to Measure Your Website Traffic

Traffic Sources:

Ø Select Acquisition Ø All Traffic Ø Sources/Medium

Top Organic Keywords:

Ø Select Acquisition Ø Campaigns Ø Organic Keywords

Top Pages:

Ø Select Behavior Ø Site Content Ø All Pages

How to accurately check your Organic Search Rankings

1st  click  here    

3rd  enter  new  city  

2nd  click  on  drop  down  menu    

Change Your City Location

2nd KPI CONVERSIONS Measuring the Performance of Your Website

What Determines a Call or Email is Qualified?

1. Service You Offer 2. In Your Service Area 3. New, Not a Callback

Using Telephone Tracking #s

Your Website

Dynamic Number Insertion (DNI)

877-631-9947

503-883-3069

503-679-4208

503-336-1133

Website Conversion Rate

Cost per Lead

3rd KPI BOOKINGS

BOOKINGS = Jobs ÷ Leads

For Every Call You Get

Record Listen Analysis

$1143 $239 $400 $1782

Riverside County: January 1 - 21 2015

AdWords PPC = Yahoo! / Bing PPC = Search Appeal Fee =

TOTAL COST =

All TRAFFIC vs Organic vs Paid

Call Tracking using Dynamic Number Insertion (DNI)

Overall Conversion Rate 46 Leads ÷ 247 Visitors =

18% Overall Conversion Rate

27 Leads ÷ 97 Visitors = 27% PPC Conversion Rate

AdWords Conversion Rate

34 Jobs / 46 Qualified Leads = 74% Booking Rate

Booking Rate

$8500 ÷ $1782 = 4.8 (almost a 5-to-1 ROI)

Return on Investment

T R A F F I C!CONVERSIONS!B O O K I N G S!

Questions?

Give me your email address for copy of this Presentation.

Pete Kumler (503) 883-3069 pete@searchappeal.net www.searchappeal.net