Rob Di Giovanni

We spent $1,536 testing ChatGPT Ads, and the eight conversions ChatGPT reported never appeared in our tracking. Brayden Zuin, our Senior Performance Media Specialist, on why conversions are the wrong test for ChatGPT Ads, and what to measure instead.

The advertising decisions that feel most reasonable are often the ones costing brands the most. We unpack Brodie's masterclass on why those instincts hold up at modest spend, break down at scale, and what better diagnosis looks like.

There’s a growing gap between how people search and how we measure it. AI-generated answers are shaping decisions before users ever click through to a website. The problem is, most reporting doesn’t capture any of it. This piece unpacks where that influence is happening, why it’s being missed, and how to start measuring it properly.

If you’re looking to better understand campaign moments, periods of high marketing activity, and where effort is likely to pay off across the year, this calendar is designed to help.

AI Overviews are reshaping what visibility looks like in search. This article breaks down a repeatable approach to earning inclusion, backed by real examples from across industries.

Legal clients are turning to AI long before they contact a lawyer. Here’s what firms need to prioritise in 2026 to remain part of the client’s shortlist.

Google Ads, social, AI search all run on the same signals: fast sites, clear structure, relevant content. This short read explains how the work you do for SEO powers the rest of your digital ecosystem.

In a strategic shift, Bonfire has replaced its long-standing Subiaco billboard with a targeted digital out-of-home campaign and placed new ads closer to key WA brands and decision-makers.

Google’s AI Mode is already changing how people search in the US and India. It hasn’t launched in Australia yet, but when it does, it will reshape how brands are discovered, surfaced, and selected online. Here’s what you need to know before it arrives.

WA marketers packed the Duxton to rethink how they plan, target and measure. These are the themes (and takeaways) shaping tomorrow’s campaigns—straight from Google and Bonfire.

As a performance-led agency, we’re used to driving bottom-of-the-funnel results. So when it came to running a brand awareness campaign for ourselves, we applied the same strategic discipline — with a few key shifts in focus. Here’s a behind-the-scenes look at our programmatic ‘We Found You’ campaign.

Prepare for Google's future of search. This guide explores how Australian marketers can adapt to AI-driven search results. Learn about adapting SEO, content creation, and multi-channel strategies for AI Overviews' impact on user behaviour, brand visibility, and ad efficacy.

Bonfire's Content Manager explores the role of content in modern digital marketing and how the Content Team at Bonfire delivers outstanding results for our clients.

In Perth's competitive air conditioning market, a newcomer challenges industry giants using Generative AI. Their strategy: a unique, hyper-local SEO approach aimed at doubling leads and winning market share.

On 2nd November 2023, Dan Richardson, Yahoo’s Director of Data & Insights (AUSEA) was invited to speak to an audience of 100 marketers about the future of data. He covered the impending Australian Privacy Act review, how to evaluate your organisation’s data maturity, and the key tools ushering in consent-driven marketing. This post is a recap of the key themes from Richardson’s presentation.

A refined approach to presenting marketing metrics tailored to your audience's appetite for detail. From panoramic overviews for decision-makers to the granular deep dives for data experts, discover how to craft a pitch-perfect narrative that resonates and informs.

Authenticity, community building and technology ruled discussions at this year's State of Social. We've unpacked the key insights from the two-day marketing event.

Bonfire is one of six finalists selected for the Data and Insight-Driven Marketing category at the 2023 AMI Awards.

Bonfire was recognised as a finalist for the 2022 Digital Agency of the Year award at the Campaign Brief WA Awards last month.

SEO can drive sustainable business growth, competitive advantage and a strong ROI. Communicating that value, however, can be challenging.

Channel cannibalisation is a significant marketing challenge, but it's not impossible to solve. The first step is having the right data.

Amid technology races from major tech companies and innovations reaching the mainstream, 2023 promises to be a year of great change. Here are the four MarTech trends that will most impact the way you work this year.