Measuring Internet Marketing Performance
Pete Kumler (503) 883-3069
[email protected] 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
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!
Give me your email address for copy of this Presentation.
Pete Kumler (503) 883-3069 [email protected] www.searchappeal.net