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Betts Group

As Australia’s premier footwear manufacturer and retailer, the Betts Group sets a high standard and believe the online marketing campaigns for all of their brands should do the same. To accomplish this, they enlisted the help of Bonfire in 2013.

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  • 60%

    Website conversions attributed to organic search

  • 80%

    Keywords ranking on Page 1 of Google, both Desktop and Mobile search

  • 565%

    Improvement in paid search return on advertising spend (ROAS)

Results as of October 2018.


The Betts Group includes notable fashion brands Betts, AirFlex and ZU. With over 125 years’ experience, they evolved with consumer spending habits and opened eCommerce stores to further grow the company and its profits. However, the highly competitive nature of the online retail space quickly impacted the volume of traffic to their website, resulting in slow sales. Determined to prove the value of Search Engine Optimisation (SEO) as part of their advertising strategy, they turned to Bonfire for assistance six years ago.


As SEO experts, Bonfire’s bright minds overhauled Betts organic search presence using rigorous data analysis and Google best practice. Three years into the partnership, paid search was introduced to build upon the success of the SEO campaigns, and create a well-rounded online marketing strategy capable of achieving their business objectives. The SEO and PPC campaigns would not only enhance the visibility of all the Betts brands across Google but also help to rapidly grow online revenue and improve the return on investment of SEO.

"We’ve been very pleased to see the performance lift in our SEO Traffic Stream. It was also refreshing to work with an SEO company focused on proving the tangible business benefits of SEO. We’re looking forward to working closely with Bonfire and our future growth in this area."
Betts Group


Since Bonfire implemented the PPC and SEO campaigns, the Betts Group have noticed dramatic increases in traffic, sales and revenue. During the 6-month review conducted in October 2018, website traffic had increased by 19% year on year and 60% of conversions came from organic search alone. In addition, 80% of targeted keywords are now ranking on Page 1 of Google for both Desktop and Mobile search; and paid search ROAS has improved by an incredible 565%. These campaign results have enabled the Betts Group to successfully achieve their business objectives of improving brand awareness online and the productivity of their eCommerce websites.

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