Our Data-driven Approach
As with all things Bonfire, your Ads campaign begins with extensive research and data. Before you’ve even signed with us, our research team make sure that Google AdWords is the right channel for you and your business goals.
Once we’re confirmed that Google Ads are the right approach, we build a roadmap tailored to your business objectives and market conditions. We then execute a campaign that we continue to tinker with and develop through our optimisation and analytical technology. Human smarts combined with artificial intelligence software ensure we’re always testing and iterating on campaigns, focused on the end goal of improving your return on investment.
When you have one of 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. View our case studies below to see the Google AdWords results we’ve achieved for businesses in Sydney and Australia-wide.
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.
Organic traffic growth, year on year.
Keyword rankings appearing on Page 1 of Google.
Goal Completions on the website from SEO and Google AdWords.
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.
Increase market share in Australia.
Build brand awareness and loyalty.
Increase leads and enquiries from website visitors.
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.
Increase in website conversions, year on year.
Website traffic are first-time visitors.
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.
Increase in organic website traffic.
Increase in website traffic from Google AdWords.
Increase in new patients.
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.
Increase community engagement with online content.
Drive more visitors to the website and self-service portal.
Make information more accessible to the community.
Strategic ApproachNothing starts until we outline a roadmap and are completely aligned with our clients’ goals. Our activity and campaign structures are designed to meet real-world marketing objectives.
Best-Practice OptimisationWhen your AdWords team has over 20 years of experience – you can be sure things are done the right way.
Fearless ExperimentationThere is no set-and-forget approach. We’re always testing ad copy, keywords, landing pages and adjusting bids to get the most out of every marketing budget.
Hyper-Local TargetingWe use keyword and suburb-specific targeting to reach users based on their intent or geographical location.
E-commerceThrough years of testing and experimentation, we understand the nuances of an effective e-commerce strategy in terms of campaign options, feed management and creative execution.
Google ShoppingAccurate information, campaign set up and bidding amounts are just some of the factors that will place your product ahead of your competitors. Our team know what it takes to perfect your feed.
Machine LearningUsing 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 TrackingWe expend considerable resources to accurately measure high-value action, not only so we have targets we can refine our activity towards, but to ensure 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
Retail and e-CommerceWe understand what makes an e-commerce strategy truly effective.
MedicalThe medical industry has a lot of nuances surrounding privacy and confidentiality. Bonfire has experience successfully navigating these.
LegalThe care and ethics you take with your business should flow into your online strategy. Our team understand both.
GovernmentWe create proposals and respond to tenders in a way that enables government departments to understand their return on investment.
UtilitiesWorking with brands such as Water Corporation and Western Power means we understand the needs of large-scale utilities.
Real EstateReal estate isn’t the only industry all about location, location, location. Be found when and where it matters most.
TechnologyBeing an innovative technology company means your needs are constantly changing. Our team are experienced in creating strategies that adapt and evolve with you.
FinanceWe know you like numbers. In a contested marketplace, we create optimised campaigns that deliver on the business metrics that matter.
BeautyUnderstanding where your customers are spending their time and money online is vital. Our bespoke approach means your beauty brand appears when they need you most.
EducationWe specialise in putting education providers front and centre so they attract the right pupils and parents.
Frequently Asked Questions
Google AdWords – recently rebranded to Google Ads – helps advertisers 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 Sydney”, you would likely see ads in the top 4 positions with a small ‘Ad’ logo next to the listing. These advertisers have written these ads to appear for searchers when this specific phrase or ‘keyword’ was typed. The advertiser only pays when the searcher clicks on the Ad – which is why this form of advertising is commonly known as ‘Pay Per Click’ or PPC Advertising.
The order or ‘rank’ in which these ads appear is determined by several factors, which are being calculated during every single search – which is called the ‘ad auction’. 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.
There are many variations of how these ads appear – some may be several lines long, include phone numbers, a street address, prices and specials, and even images of the specific products. These are several of the Ad Extensions and Ad Types that 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 cover your click budget with Google. 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.
From this information an advertiser can determine how much media spend would be required to reach all or part of their target audience. For example, if the keyword phrase “Google AdWords Management Sydney” costs an average of $10.00 per click, and there are 100 searches per month in Sydney, then the advertiser could spend up to $1,000 per month to reach these searchers. The figures provided are averages and require additional testing and revision to ensure the desired reach is achieved.
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 account is the Return on Investment generated, which is often easily calculated given that media spend is tied to tangible Clicks and Conversions.
There are several ways that Sydney digital agencies charge account management investment for Google AdWords management, the most common being:
- A) Tiered Structure
- B) Proportion of Media Spend
As our goal is to generate Return on Investment for our clients, and not simply arbitrary Clicks and website traffic, Bonfire operate on a tiered structure, which allows a variety of solutions and options without locking advertisers to 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?
Google Premier Partners must uphold certifications and qualifications that are refreshed annually. There is constant support and vetting of accounts by Google 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.
There are several steps that Google takes to prevent fraudulent ad clicks, including altering search results for users based on their previous history and behaviour. There are simple ways around this however, and a malicious agent can easily circumvent these barriers to cost advertisers considerable amounts in fraudulent clicks.
Bonfire employ a third-party software in addition to Google’s default monitoring tools, which enable us to personalise the protection for each of our client’s accounts. We can prevent users from seeing ads depending on their behaviour and location, and have proven savings of hundreds of thousands in wasted clicks each year.