Measuring Your Internet Marketing Performance by Pete Kumler at 2015 Chem-Dry Convention in Las Vegas given 1/27/15

1. Measuring Internet
Marketing Performance
Pete Kumler
(503) 883-3069
pete@searchappeal.net
www.searchappeal.net
Chem-Dry Annual Convention
Tuesday January 27th, 2015

2. “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)

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

4. !
!
!
!
!
!

5. ROI =
Revenue ÷ Cost

7. Leads
to Jobs!
Getting
Prospects
Prospects
to Leads

8. 3 KPIs
TRAFFIC
CONVERSIONS
BOOKINGS

11. Your Website is the CENTER
of Your Marketing Universe

12. Use Google Analytics
to Measure Your
Website Traffic

13. Traffic Sources:
Ø Select Acquisition
Ø All Traffic
Ø Sources/Medium

14. Top Organic Keywords:
Ø Select Acquisition
Ø Campaigns
Ø Organic Keywords

15. Top Pages:
Ø Select Behavior
Ø Site Content
Ø All Pages

16. How to
accurately check your
Organic Search Rankings

18. 1st
click
here
3rd
enter
new
city
2nd
click
on
drop
down
menu
Change Your City Location

19. 2nd KPI
CONVERSIONS
Measuring the Performance
of Your Website

21. What Determines a Call
or Email is Qualified?
1. Service You Offer
2. In Your Service Area
3. New, Not a Callback

22. Using
Telephone
Tracking #s

23. Your Website
Dynamic Number
Insertion (DNI)
877-631-9947
503-883-3069
503-679-4208
503-336-1133

24. Website
Conversion Rate
Cost
per Lead

25. 3rd KPI
BOOKINGS

26. BOOKINGS =
Jobs ÷ Leads

27. For Every Call You Get
Record Listen Analysis

28. $1143
$239
$400
$1782
Riverside County: January 1 - 21 2015
AdWords PPC =
Yahoo! / Bing PPC =
Search Appeal Fee =
TOTAL COST =

29. All TRAFFIC vs Organic vs Paid

30. Call Tracking using
Dynamic Number
Insertion (DNI)

31. Overall Conversion Rate
46 Leads ÷ 247 Visitors =
18% Overall Conversion Rate

32. 27 Leads ÷ 97 Visitors =
27% PPC Conversion Rate
AdWords Conversion Rate

33. 34 Jobs / 46 Qualified Leads =
74% Booking Rate
Booking Rate

34. $8500 ÷ $1782 =
4.8 (almost a 5-to-1 ROI)
Return on Investment

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

36. Questions?

37. Give me your email
address for copy of
this Presentation.
Pete Kumler
(503) 883-3069
pete@searchappeal.net
www.searchappeal.net