Our Approach
We’re not just another “AdWords management” agency – we have a very specific approach to our campaigns. As with all things Bonfire, it begins with extensive research and data. This helps us ensure that Search Engine Marketing (SEM) is the right channel for you and your business goals.
Built on a platform of research and market analysis, we build a roadmap tailored to your business objectives and market conditions. We then execute a Google Ads campaign that we continue to tinker with and develop through our optimisation and analytical technology. This begins a never-ending process of testing and iterating on campaigns, always learning and improving to make them go further. Ensuring we are always generating the highest return possible on your marketing investment.
When you have one of Western Australia’s most certified Google AdWords and Analytics teams executing and reimagining your campaign success, it’s no surprise that we have achieved award-winning results for our clients. The best result for us, however, is optimising our clients’ campaigns to ensure they get the very most out of their digital marketing spend. See how in our case studies below.
Fox Granny Flats
Fox Granny Flats specialise in “living made easy”, with their cost-effective and relocatable granny flats. Ambitious to enhance their brand presence online and increase sales, they partnered with Bonfire.
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254%
Organic traffic growth, year on year.
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85%
Keyword rankings appearing on Page 1 of Google.
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65%
Goal Completions on the website from SEO and Google AdWords.
Triumph Motorcycles
Triumph are iconic in the motorcycle world; just ask any enthusiast. They realised specialist search marketing knowledge was necessary to take their business to the next level and grow their market share online
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Increase market share in Australia.
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Build brand awareness and loyalty.
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3.
Increase leads and enquiries from website visitors.
A1 Locksmiths
Owners Ray and Leslie have provided residential, commercial and automotive locksmith services to Perth’s metropolitan region for over 25 years. To maintain their position as an industry leader, A1 Locksmiths partnered with Bonfire in 2016.
Video Case Study
Watch our A1 Locksmiths case study.
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101%
Increase in website conversions, year on year.
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79%
Website traffic are first-time visitors.
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50%
Keywords appearing in the first three positions on Page 1 of Google.
Carillon City Dental
Located in a state of the art clinic in Perth’s CBD, Carillon City Dental offer a wide variety of dental treatments and cosmetic solutions. Operating within a tough industry, they turned to Bonfire to find the best digital marketing strategy to achieve their business goals.
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91%
Increase in organic website traffic.
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52%
Increase in website traffic from Google AdWords.
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35%
Increase in new patients.
Water Corporation
Iconic West Australian utility, Water Corporation, engaged Bonfire as a specialist search marketing partner to help support several critical objectives around education, community engagement, and campaign amplification.
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Increase community engagement with online content.
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Drive more visitors to the website and self-service portal.
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3.
Make information more accessible to the community.
Our Specialties
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Strategic Approach
We are completely aligned with our clients’ goals. This means all activity and campaign structures meet real-world marketing objectives. -
Best-Practice Optimisation
Using the latest research increases leads and decreases costs. Simple, right? -
Fearless Experimentation
There is no set-and-forget approach. We constantly test ad copy, keywords, landing pages, and bidding models to get the most out of every marketing budget. -
Hyper-Local Targeting
We use keyword and suburb-specific targeting to reach users based on their intent or geographical location. -
E-Commerce
Our team understand the nuances of an effective e-commerce strategy include campaign options, feed management and creative execution. -
Google Shopping
It takes more than just accurate information, campaign set up and bidding amounts to perfect your feed. We can help with that. -
Machine Learning
Using artificial intelligence-led software to reduce the time required to mine and dissect data provides valuable and actionable information that our technicians can use. -
Class-Leading Goal Tracking
We invest considerable resources to track high-value actions, which means all marketing channels are measurable and accountable.
What we do is not our best practice, it simply is the best practice. At Bonfire, we set realistic client expectations upfront and our approach to Google Adwords delivers sustainable and desirable growth. Working together, we help our clients dominate online.
Industries We Service
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Retail and e-Commerce
We understand what makes an e-commerce strategy truly effective. -
Medical
The medical industry has a lot of nuances surrounding privacy and confidentiality. Bonfire has experience successfully navigating these. -
Legal
The care and ethics you take with your business should flow into your online advertising strategy. Our team understand both. -
Government
We create proposals and respond to tenders in a way that enables government departments to understand their return on investment. -
Utilities
Working with brands, such as Water Corporation, means we understand the digital marketing needs of large-scale utilities. -
Real Estate
Real estate isn’t the only industry all about location, location, location. Be found when and where it matters most. -
Technology
Being an innovative technology company means your needs are constantly changing. Our team are experienced in creating strategies that adapt and evolve with you. -
Finance
We know you like numbers. We do too. In a heavily contested digital marketplace, Bonfire can create truly optimised campaigns that deliver on the business metrics that matter. -
Beauty
Beauty is no longer confined to magazines or in-stores. Understanding where your customers are spending their time and money online is vital. Our bespoke approach means your brand appears when they need you most. -
Education
We specialise in putting education providers front and centre so they attract the right pupils and parents.
Frequently Asked Questions
Google AdWords now rebranded to Google Ads – allows businesses to reach people when they search on Google and/or are actively engaged with a product or service.
The simplest form of Ads appear at the top of Google’s search results. For example, if you were to search for “Google AdWords Management Brisbane”, you would likely see Google ads in the top 4 positions with a small ‘Ad’ logo next to the listing. These ads have been written to appear for searchers when this specific phrase or ‘keyword’ was typed into the Google search bar. Advertisers only pay for these ads when someone actually clicks on them – which is why this form of advertising is also known as ‘Pay Per Click’ (PPC) Advertising.
The order or ‘rank’ in which these ads appear is determined by the ‘ad auction’, which is influenced by several factors being calculated during every single search. These can be narrowed down to:
A) The price you are willing to pay per click; and
B) How relevant your ad and website are to the searched keyword.
Other factors such as page load speed, and how often your ad has been clicked on previously, also affect this calculation.
The ads can appear in many variations – some may be several lines long, include phone numbers, a street address, prices, specials, and even images of the specific products. These variations are determined by a range of Ad Extensions and Ad Types advertisers can use to grab the attention of searchers.
When an agency like Bonfire manages your Google Ads campaign, there are two separate costs to consider:
Media Costs
Also known as your Click Budget, media costs are what Google charge you each time your ad is clicked on. As the advertiser, you control the amount you wish to spend on Google. There are tools which allow an advertiser to calculate the average Cost Per Click (CPC) for the keywords they wish to target, and how much search volume exists for these keywords in the targeted locations in a given month.
This information allows advertisers to determine how much media spend they would need to reach all or part of their target audience. For example, if the keyword phrase “Google AdWords Management Brisbane” costs an average of $10.00 per click, and there are 100 searches per month in Brisbane, then the advertiser could spend up to $1,000 per month to reach these searchers. The figures provided are averages and would also require additional testing and revision to ensure the desired reach is achieved.
Management Costs
The costs associated with a Google AdWords agency or partner managing an advertisers Google AdWords activity can vary greatly. The size of the agency – whether a one-man-band or international agency – can alter the overheads and costs associated with management but may not be reflective of the quality and communications required for effective account management.
The true success of a Google AdWords campaign is the Return on Investment generated. With Google Ads this is often easily calculated as the media spend is tied to tangible Clicks and Conversions.
There are few different ways that Brisbane digital agencies charge fees for managing advertiser’s Google AdWords campaigns, the most common being:
A) Tiered Structure
B) Proportion of Media Spend
Bonfire’s main goal is to go beyond generating arbitrary clicks and website traffic and, achieve an actual Return on Investment for our clients. At Bonfire, we operate on a tiered structure, which allows a variety of solutions and options without locking advertisers into excessive media spend.
Ultimately, Google have provided a product that allows business operators to run their own Google AdWords accounts. It may not be easy or expedient to run your own advertising account, but it is possible. This means that many companies who offer Google AdWords management are not the most qualified to manage an advertiser’s marketing investment.
An analogy would be if Accountants did not require mandatory accreditation to operate but could obtain qualifications optionally. Would you trust your money to someone without qualifications?
As a Google Premier Partner, Bonfire must uphold certifications and qualifications that are refreshed annually. Google also constantly supports and vets our Google Ads accounts to ensure best-practice is being maintained.
In addition, Premier Partners gain access to Australian support from Google, along with frequent training and early-access to beta features, which gives their advertisers an advantage over their competitors.
Google employs various processes to prevent fraudulent ad clicks, including altering search results for users based on their previous search history and behaviour. Even with these preventative measures in place, it’s easy for a malicious agent to circumvent these barriers which can cost advertisers a considerable amount in fraudulent clicks.
To prevent fraudulent clicks impacting your bottom-line, Bonfire also employs a third-party software which enable us to personalise the protection for each of our client’s accounts. This software allows us to prevent users from seeing ads depending on their behaviour and location. Since implementing this software, we have had proven savings of hundreds of thousands in wasted clicks each year.