5 STEPS TO EFFECTIVE PAY PER CLICK MARKETING.

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2 Finding reliable providers of Search Engine Marketing has been a challenging experience for our company. Google is the lifeblood of our business, and it is very important to keep the return on investment we receive from Google constantly monitored and optimized to ensure we receive maximum results. Since moving to Kala our search engine marketing results have been dramatic. We have already received over $2.4 million dollars worth of quotes, and we have solid strategies in place to further accelerate our company s growth over the next 12 months. CONTENTS FOREWORD 4-5 CONVERSION TRACKING 6 PHONE RECORDING 6 KEYWORDS 7 CLINTON MATTHEWS WA BATHROOMS (OVER $2.4 MILLION WORTH OF LEADS ACQUIRED) BUDGET 8 ATTRIBUTION 8 & 9

3 4 5 If you haven t tried pay per click marketing, It can be an expensive exercise if implemented poorly... Throughout this brochure are 5 tips to help you gain the maximum return on investment from your pay per click advertising.

4 6 7 CONVERSION TRACKING & PHONE RECORDING KEYWORDS 1) CONVERSION TRACKING 2) PHONE RECORDING 3) KEYWORDS Make sure you/or your provider tracks all events from your campaign including phone calls, s and web events. Some providers have technology which allows you to see ALL leads generated from your pay per click marketing campaign. This provides a really good indication of how the campaign is performing. Recording the phone calls that come to your business via pay per click marketing. Again some providers have in built technology which records phone calls that come into your business via pay per click marketing. Recording the phone calls that come into your company from your PPC or other marketing campaigns, comes with a distinct advantage. This feature enables you to train and upskill your sales staff so you convert more leads into sales. How many keywords should you bid on in your PPC campaign? Most providers and self servers (people who have the time and expertise to deal with Google directly), bid on 20 to 50 keywords which drives up the cost of these typically broad keywords. For example a broad keyword in the patio industry, might be Patios Melbourne. The cost per click of this word may be $10, whereas Gable Patio St Kilda might be $3 per click. If this word converts at the same rate as the term Patio Melbourne then you have effectively gained over 300% in lead volume for the same investment. Optimally it is wise to bid on a broader range of long tail keywords (1000 to 1500 words) to avoid overpaying the search engines for very broad keywords. Choosing your keyword set wisely, and optimizing towards lead generating keywords can provide huge dividends to your bottom line.

5 8 9 BUDGET & ATTRIBUTION 4) BUDGET What budget do you require? Will this get me in the top 3 to 4 positions? Depending on the platform your provider is using to manage your adwords campaign, an appropriate budget can mean the difference between success and failure. Generally it is a great idea to ensure you have an average position of 1 to 4 as this will generate the maximum lead volume for your industry. Any lower and you will find more of your clicks don t convert into leads. 5) ATTRIBUTION It is important you re provider can track attribution. This is particularly relevant for industries with a longer buying cycles. Your customers may have a path to purchase that will look like the following. > Pay Per Click > SEO > Social Media > Pay Per Click Then an action > Call, , Web Event or Enquiry. It is becoming more and more important to track the advertisers entire path to purchase, as this means you can identify latent conversions. Depending on the industry, customers often take more than one visit to convert into a lead. So it is imperative to know wether some keywords you believe are not converting into leads, are actually assisting in the buying cycle of your customer.

6 8 9 > VISIT TO FIND OUT MORE If you would like to learn more about how Kala can help accelerate the success of your pay per click campaign please enquire on our website at Everytime we had tried SEO in the past we had been met with a great salesman and a whole lot of technical jargon with little results. Luckily through a referral from a colleague of mine Damien Collins at Momentum Wealth we heard of Kala Marketing who clearly explained to us SEO and how simply it really is without being confused. Now we understand the work being completed and how this work influences our bottom line. Since we started with Kala we have experienced a 139% increase in our organic traffic. MARCUS FULKER GREAT AUSSIE DECKING (139% INCREASE IN SEO TRAFFIC)

7 > VISIT TO FIND OUT MORE