What we've done
The Manchester Business Association (MBA) formed in 2016 as a way to bring local business owners together to promote the town of Manchester and it’s businesses. The committee of 11 members regularly meets to discuss advertising, upcoming events, and marketing strategies that will bring visitors to the area during every season.
Through the management of their Google Adwords account, we’ve been able to setup custom goals that can be tracked through Google Analytics. These include social button link clicks, call-to-action clicks on the restaurant and lodging directories, and contact form submissions. Each month we consult the Analytics reporting to see which goals are converting as a result of our advertising efforts.
With Google Analytics, we can see a direct result of paid advertising and how it is driving the various conversion types we’re tracking. Over a 6 month period we brought the goal conversion rate of their AdWords account from 6.53% to 25.26% by tracking these custom goals we set up.