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Measuring Internet Marketing Performance
Pete Kumler (503) 883-3069
[email protected] www.searchappeal.net
Chem-Dry Annual Convention Tuesday January 27th, 2015
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“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)
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If you want to improve your Internet Marketing, then you’ll want to listen.
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ROI = Revenue ÷ Cost
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Leads to Jobs!
Getting Prospects
Prospects to Leads
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3 KPIs TRAFFIC
CONVERSIONS
BOOKINGS
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Your Website is the CENTER of Your Marketing Universe
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Use Google Analytics to Measure Your Website Traffic
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Traffic Sources:
Ø Select Acquisition Ø All Traffic Ø Sources/Medium
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Top Organic Keywords:
Ø Select Acquisition Ø Campaigns Ø Organic Keywords
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Top Pages:
Ø Select Behavior Ø Site Content Ø All Pages
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How to accurately check your Organic Search Rankings
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1st click here
3rd enter new city
2nd click on drop down menu
Change Your City Location
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2nd KPI CONVERSIONS Measuring the Performance of Your Website
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What Determines a Call or Email is Qualified?
1. Service You Offer 2. In Your Service Area 3. New, Not a Callback
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Using Telephone Tracking #s
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Your Website
Dynamic Number Insertion (DNI)
877-631-9947
503-883-3069
503-679-4208
503-336-1133
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Website Conversion Rate
Cost per Lead
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BOOKINGS = Jobs ÷ Leads
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For Every Call You Get
Record Listen Analysis
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$1143 $239 $400 $1782
Riverside County: January 1 - 21 2015
AdWords PPC = Yahoo! / Bing PPC = Search Appeal Fee =
TOTAL COST =
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All TRAFFIC vs Organic vs Paid
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Call Tracking using Dynamic Number Insertion (DNI)
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Overall Conversion Rate 46 Leads ÷ 247 Visitors =
18% Overall Conversion Rate
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27 Leads ÷ 97 Visitors = 27% PPC Conversion Rate
AdWords Conversion Rate
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34 Jobs / 46 Qualified Leads = 74% Booking Rate
Booking Rate
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$8500 ÷ $1782 = 4.8 (almost a 5-to-1 ROI)
Return on Investment
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T R A F F I C!CONVERSIONS!B O O K I N G S!
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Give me your email address for copy of this Presentation.
Pete Kumler (503) 883-3069 [email protected] www.searchappeal.net