www.globerunner.com

16415 Addison Rd., Addison, TX 75001 STE: 550 (972) 538-0260

Residential & Commercial Fencing & GatesBuzzCustomFenceisaFortWorthbasedfencingandgatecompanyservingbusinessesandhomeownersallovertheDFWarea.

“We promise a lot and deliver more. Your fence or gate will be built to your specifications and in consideration of your needs. We back our work with a 1-year warrant.”

-Buzz Custom Fence

Executive Summary

BuzzCustomFence,specializesinresidentialandcommercialfencingandgates.BuzzCustomFenceisheadquarteredinFortWorthandistherecipientofmultipleawards:SmallBusinessoftheYear,TopPrivateCompanyofFortWorthandTexasFamilyBusinessoftheYear,justtonameafew.

WhiletheyweredoingwellintheirlocalareaofFortWorth,BuzzCustomFencehadbeeninbusinessforover30yearsandhadanextensivenetworkofcontractorsservingtheentireNorthTexasareathattheyfeltwerebeingunder-utilizedbytheinabilitytorankoutsidetheirimmediatelocation.TheypartneredwithGlobeRunneratthebeginningof2015tofindasolutionfortheseissues.

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CASESTUDY

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16415 Addison Rd., Addison, TX 75001 STE: 550 (972) 538-0260

Challenges

SinceGoogle’sPigeonupdate,searchresultsforlocalizedsearchesandserviceshavegonehyper-localbenefitingsmallbusinessesbyneighborhoodandcity.However,forlargeserviceorientedbusinesslikeBuzzCustomFence,thathadthecapabilityandresourcestoserviceareasfarbeyondtheirmainofficelocation,thisprovedtobeabigchallenge.TobevisibleinDallassearchresults,nowrequiredanofficeinDallas.TheDallasFort-WorthMetroiscomprisedofmultiplecities,withDallas,FortWorthandArlingtonbeingthelargestinpopulation.Buzz’ssingleshowroominFortWorthmeanttheyrankedwellinFortWorthbutwerenon-existentintheothermajorareastheyserved.

TheirgoalsinpartneringwithGlobeRunnerweretoexpandorganicrankingsoutsideofFortWorthtothesurroundingcitiesinNorthTexas.TheywerealsolookingforguidanceonpaidadvertisingopportunitiesastheyhadcurrentAdwordscampaignsthroughabulkmanagementagencyandsubscriptionswithsiteslikeYellowPagesandAngie’sListbutweren’tsurehowmuchthosecampaignsandsubscriptionsbenefitedthem.

How Globe Runner Helped

ThestrategyGlobeRunnerlaidoutcameinphases.ThefirstphasewastoupdateBuzzCustomFence’swebsitetoamoremanageableCMSasthecurrentsitewashardcodedinHTMLandcouldnotbeupdatedorcustomizedeasily.Onthenew

site,wealsoensureformsubmissionsweretrackedsoBuzzwouldknowhowmanyleadsthewebsitewasgeneratingeachmonthfromwhichsources.BasedonGlobeRunnerrecommendations,anewQuoteformwithstrongercalltoactionswasaddedtothewebsitetosupplementthegeneralContatUsformandphonetrackingwasalsoaddedtoimprovetrackingandreportingaccuracy.

Oncethenewwebsitehadbeenlaunched,wedidanextensiveLocalSEOauditwhichrevealedmanycitationmanagementissuesincludingduplicatephonenumbers,inconsistentandmultiplebusinessnames.Theresultwasafracturedandsmallonlinebrandpresence.

Alongwithimplementinggoaltrackingonthenewwebsiteandeventuallyphonecallstobettertracktheircurrentpaidsubscriptionservices,GlobeRunnerbuiltoutanentirelynewAdwordsaccountfromthegroundup,aswewerenotgrantedaccessfromthepreviousagencymanagingtheiraccount.

Ontheorganicside,wecreatedanin-depthandmulti-phasestrategytoaddressthelocalissuesandbuilduptheirpresenceonline.Thestrategyincludedcreatingservicepagesforourvariouscitiesserved,filledwithuniquecontent.PartoftheuniquecontentcamefromreputationmanagementsoftwarewhichallowedBuzzCustomFencetoeasilyrequestreviewsandhavethosereviewsautomaticallypostedtotheirserviceareaspecificpages.Weworkedwiththemanysalesreps,toclaimservicelocationsinGoogleandotheronlinedirectoriestobuildlinkstotheirindividualserviceareapagesupandeventuallygetthemrankingintheirdesignatedcities.

Onthepaidside,wemadesuretotrackandreportbackonallthevariouspaidsubscriptionsitesthatcameandwentsoBuzzcouldmakesuretheiraddollarswerebeingwellspent.Wealsooptimizedthenewlybuiltcampaignsandcreatedspecificlocationtargeting,budgetsandbidadjustmentsbasedontheseasonalityoftheirbusiness.

Organic Results

Aseveryoneknows,organicresultsdonothappenovernightsowhile2015over2014sawsomegoodsolidgrowth,thereallyimpressiveresultsstartedkickinginaround18monthsandhaslead

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16415 Addison Rd., Addison, TX 75001 STE: 550 (972) 538-0260

to2016beingBuzzCustomFence’sbestyearyet.HerearesomeoftheimprovementsthecompanysawintheirorganicpresencesincepartneringwithGlobeRunner:

• 15.57%increaseinorganictrafficfor2015over2014

• 60.37%increaseinorganictrafficYTDfor2016over2015

Asstatedpreviously,GlobeRunneralsomaderecommendationsforaQuoteformtobeaddedtothesitewithstrongcalltoactions.ThiswasimplementedinMayof2015andthroughconversionoptimizationandongoingA/Btesting,theconversionrateforthewebsitehasseenbigimprovementsaswell.

• 79.75%increaseinorganicquoteformsfromMay–September2015vsMay–September2016

Throughpropersiteoptimizationalongwithqualitytargetedcontentandlinkbuilding,GlobeRunnerwasabletodrivebetterconverting,morerelevanttraffictothewebsitefromcitiesacrossDFWwhichleadtothehugeincreaseinleads.

Paid Results

Onthepaidsideofthings,resultswerejustasimpressive.UponbuildingandlaunchingtheirAdwordsaccounttheinitialresultswerepromising.NostonewasleftunturnedandwetestedgroupsforallofBuzzCustomFence’svariousservicestargetingtheFortWortharea.Throughinitialoptimizationswewereseeinggoodclick-through-ratesrangingfrom2-3%but

ourcost-per-clickwasrunningprettyhigh,costingover$7.00.Withinthefirst6monthsofthecampaignsrunning,wewereabletobringtheaveragecost-per-clickdownby26%.

Afterinitialcleanupforpoorlyperformingkeywords,webeganoptimizinglandingpagesandadstobuildbetterqualityscores.Sincetheclientwascomfortablewiththeperformanceandimprovementsthey’dseenuptothatpoint,wealsorecommendedthattheyletusbuildaseparatecampaignwithmorecityspecifickeywordsspanningmanyofthemajorcitiesintheDFWareaandallocateadditionalbudgetsowecouldexpandthetargetingofthecampaigns.Withtheirapprovalweproceededwiththenewcampaignbuildoutandalsoworkedwiththemtoestablishdifferentlocationtargeting,bidadjustmentsandoverallbudgetsbasedontheirbusiness’seasonality.Withthecontinuousimprovementsandadjustments,theircampaignshavecontinuedtodriveevenbetterresultsovertime.Yeartodatein2016,theyhaveseenthefollowinggrowth:

• 100.39%increaseinclick-through-rates• 26.06%decreaseincost-per-clicks• 171.6%increaseinformconversions

Conclusion

TheresultsreportedinthiscasestudywerethroughSeptember30th,2016andfullyexpectthegrowthtocontinueforBuzzCustomFence.WhileGlobeRunnerconductedtheresearchandlaidoutthestrategyforsuccess,oureffortswouldhavebeenlesssuccessfulwereitnotforthecontinueddedicationandinvolvementoftheBuzzCustomFenceteam.Theircommitmenttotakingfulladvantageofallrecommendationsandseeingthingsthroughtocompletion,particularlywhenitcomestothemassiveamountsoflocalupdatesthatwereneededfortheirbusiness,hasallowedtheirbusinesstoreapthefullbenefitsofthestrategyandongoingguidanceprovidedbyGlobeRunner.