Ignite your digital marketing

Bonfire announced finalist for ‘Agency of the Year’

Posted on 20th Apr, 2017 by

The Event

The Bonfire team joined over 800 others from the Western Australian advertising, media and communications industry this month at the new Crown Towers Ballroom for the 2017 Oasis Ball and Campaign Brief Awards.

The Cause

Together, we celebrated our industry and raised funds for The Oasis Project; an initiative that supports the Salvation Army’s Crossroads West programme. This incredible programme is aimed at providing stable environments for young people who have had their home lives disrupted by their parents or guardian’s addiction, abuse or abandonment.

The Nominations

Bonfire finalist for Agency of the Year.

Loud cheers could be heard from our tables when it was announced that Bonfire was nominated for the ‘Agency of the Year’ award, and although we didn’t win the title this year, we were one of the finalists in this category.

Rene LeMerle, Bonfire’s Head of Marketing, finalist for Advertising Person of the Year

We were also extremely proud to see one of our own, Rene LeMerle, as a finalist for ‘Advertising Person of the Year’. Rene has been a valued part of our Bonfire family for over 12 years, and during this time has played a large role in overseeing Bonfire’s transition from ‘one of Perth’s expert digital marketing agencies’ to ‘Perth’s largest and most experienced digital performance agency’. Congratulations Rene, we’re lucky to have you as part of the #BonfireSquad!

Photo: Finalists for Advertising Person of the Year.

Final Word & Congratulations

Congratulations to all the individuals and agencies who walked away from the night as award winners, as well as all of those recognised as finalists. Thank you to Campaign Brief for recognising Bonfire as a leading agency in Perth and to Oasis Ball for allowing us to participate on the night and contribute to a great cause.  We’re already looking forward to attending next year’s event!

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EXPLAINED: HOW GOOGLE’S CROSS-DEVICE REMARKETING UPDATE WILL AFFECT YOU

Posted on 10th Apr, 2017 by

You may have seen this warning in Google Analytics, but what exactly does it mean?

Google have recently announced an important update concerning their Google Analytics Remarketing Audiences which will change the way advertisers and marketers target audiences online. Essentially, Google will now start showing ads to users across multiple devices for advertisers using Remarketing Audiences built with Google Analytics. Cross-device remarketing has existed for some time now for advertisers using remarketing audiences built within AdWords, however this method was a manual and laborious task, requiring considerably more time and technical ‘know-how’ to achieve.

This new method, using the very simple audience-building tool in Google Analytics, gives advertisers the ability to reach more customers across their omni-channel buying journey, a change which has brought this method in line with platforms like Facebook who have been doing this for some time.

But… Why?

Buyer behaviour is constantly changing. According to a recent study:

“Six in 10 internet users will start shopping on one device but will continue or finish on a different one [device].”

This means more than half of buyers are accessible through multiple platforms and why it’s now essential advertisers distribute their ads across all the devices where their consumers may be researching, considering or eventually purchasing.

Previously, if an advertiser built a remarketing audience in Google Analytics – or a subset of website visitors from whom they wish to retarget with specific ads – then they would only be able to reach them via browser cookies on a singular device. Now, by using signed-in user data, ads can be shown to visitors across any device which is linked to their Google account.

What Now?

Advertisers should reconsider the frequency and reach of their ads, now that they’re going to be seen across multiple devices. Ideally, each user should now see the same remarketing ads more times, meaning messages will constantly need to be fresh and appealing.

It’s also recommended advertisers review their website privacy policies to ensure these are compliant with their current privacy legislation in their area. In Australia, significant changes were made to the Privacy Act in 2014 – so, if your websites privacy policy has not been updated since then, you should review it. For all other questions or concerns, feel free to contact or connect with our experts on Twitter.

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AN INSTANT PARTNERSHIP YIELDS LONG-TERM RESULTS

Posted on 30th Mar, 2017 by

Bonfire and the Instant Products Group are no strangers, in fact Bonfire have been leading the digital strategy for two of its divisions since 2013. However, late last year we welcomed Instant Sea Containers, the third and final division of the Instant Products Group on board.

The Divisions

The Beginning

Entering an unknown industry, Scott Rawson – Founder and Managing Director of the Instant Products Group, knew he needed to engage his trusted digital marketing experts.  Confident in our ability to deliver results, Scott approached Bonfire to lead the digital campaign for the company’s newest division – Instant Sea Containers.

The Strategy

The digital strategy designed and implemented for Instant Sea Containers differed from those previously created for the other two divisions. Due to the niche nature of the sea containers market, we knew that a multichannel digital marketing strategy would be required.  Bonfire recommended a combination of SEO, AdWords and Remarketing to drive the strategy.

The Results

After a short 6 months, this campaign has yielded some impressive results:

  • 69% of all goal conversions are driven by digital marketing
  • 50,000 impressions from Google Remarketing
  • AdWords accounts for 49% of all website traffic
  • Keywords have increased by 2,016 positions in Google
  • 90+ interactions with potential customers through Facebook Remarketing

The Bonfire team would like to say a big thank you to Scott Rawson and the team at Instant Products Group for their ongoing support and loyalty. To discover how a sea container can be transformed into fully functional space, visit the Instant Sea Containers website.  To learn about the company’s other product and service offerings, visit Instant Offices and Instant Toilets and Showers.

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TERMITRUST CATCH THE BONFIRE BUG

Posted on 7th Feb, 2017 by

With such a high demand for both residential and commercial pest control experts in Australia, Termitrust sought to partner with Bonfire to help gain an advantage within this highly competitive industry.

Having already established 33 centres across the country, the Termitrust team not only wanted to ensure their website was of the highest SEO standard, but also wanted to drive business growth through a strong digital strategy.

Almost two years later and Termitrust have continued to thrive both online and offline. Together, the Bonfire and Termitrust team have curated a personalised strategy, targeting multiple locations within AdWords and SEO. Due to the seasonal demands within the industry, we continue to adjust these campaigns relative to seasonal changes, delivering results that have been nothing short of impressive.

This partnership has achieved:

  • An 81% increase in organic traffic to the website year-on-year
  • 35% of this traffic attributed to AdWords and 33% SEO
  • 53% of goal completions were driven from AdWords campaigns
  • An increase in keyword ranking of 2,332 positions

We would like to commend all team members involved with this campaign and look forward to another great year. For the full case study, please click here. To learn more about the pest control experts Termitrust, visit: https://www.termitrust.com.au.

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FROM ZERO TO HERO – AUSPAN GROUP RISE TO THE CHALLENGE

Posted on 15th Sep, 2016 by

Concerned about their rankings in Google due to a newly built website, Auspan Group turned to Bonfire to manage their digital presence.

As a market leader for steel shed design and construction in Western Australia, Auspan decided to invest in SEO and more recently, AdWords.

Our goals were to grow Auspan’s Google presence whilst increasing the frequency and quality of traffic leading to the new website.

After facing this challenge head on for a couple of years, we’re thrilled to see these impressive results come to fruition from targeted digital campaigns.

  • Over 60% new traffic to the website from SEO
  • Over 40% of the website’s total traffic attributed to the digital campaign
  • Digital campaigns deliver over 60% of website goals
  • Keywords increased over 570 positions

“Bonfire have proved to be an important partner to Auspan’s leading online presence in today’s market. They have been easy to deal with and always manage to deliver what they say they will.” – Steve Richardson

Auspan Group’s young domain and poor rankings proved no small challenge for our SEO team. We look forward to kicking even bigger goals this year.

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Australian online ad spend grows 29.7 per cent, showing no signs of slowing down

Posted on 29th Aug, 2016 by

The latest IAB/PwC Online Advertising Expenditure Report has just been released and has found that the Australian online advertising market has again delivered robust double-digit growth.

Online ad spend grew by 29.7 per cent to $6.8 billion in the year to June 30 this year making it the fastest growth of Australia’s online advertising market for five years.

The rapid rise of advertising on smartphones and tablets is the main driver.

Double digit growth was achieved by all online advertising segments, but general display advertising was the big winner.

Increasing 43.3 per cent to $2.5 billion making it the highest year-on-year growth since the inception of the report 13-years-ago.

PwC Online chart_1

Our CEO, Clay Cook, admits he was surprised by this increase as our AdWords team has noticed the popularity of display advertising dissipate in recent years. However, when you take into account that the this includes video advertising, which grew 55 per cent, it’s easier to understand the growth.

At current growth trajectories, display advertising should take over from search as the largest area of spend in the second half of 2017.

The industry leading the way in online advertising spend is real estate which increased its category share to 13.2 per cent from 10.8 per cent the previous year. However, the automotive industry is still the largest online advertiser.

PwC online chart 2

Both of these industries are very competitive. The real estate agency industry is growing by around 3.4 per cent per year, so that increased competition is putting more pressure on agencies to spend on advertising to be seen online.

Clay suggests that the key for advertisers is to find the right balance to achieve effective advertising for their spend.

The best advertisers know how to use content, technology and data to help achieve their marketing goals efficiently, instead of just throwing money at it and hoping for the best.

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Google Tax: The Implications for Advertisers

Posted on 9th May, 2016 by

The recently announced 2016/17 Federal Budget has again shone the spotlight on multi-national tax avoidance, otherwise known as “Google Tax”.

The government plans to put in place a number of measures that will help it secure almost $4 billion dollars in “lost tax” from Australia’s top multi-national companies including Google and Apple by July 2020.

As a start, the Australian Tax Office (ATO) is getting $679 million over four years to fund a 1,300 person taskforce to ensure multinationals, private companies and wealthy individuals pay the right amount of tax.

Beginning July 2017, the tax system will also get a new Diverted Profits Tax law. The regulation will impose a penalty rate of tax at 40% on large multinationals that are found to have attempted to shift Australian profits offshore to avoid paying tax. This law is a follow on from the Multinational Anti-Avoidance Law which was passed in December last year.

A similar law was introduced in the UK recently and forced Google to agree to pay the UK government £130 million in back taxes.

In Australia, the issue with Google arises by it booking its advertising revenue from Australia in Singapore where the tax rate is lower, therefore not counting income it earns through advertising locally.

Google has already made progress to rectify this issue. Google’s Australian business restructured at the beginning of January 2016 so that it now recognises revenue from the marketing and selling of certain services and products to Australian based customers.

While for the everyday Australian an extra $4 billion in the coffers is an attractive prospect, what implication will this have for Australian advertisers?

Advertisers and agencies will be keen to see whether the new tax will have an effect on the advertising rates they pay to Google. For example, would Google pass on this cost to advertisers by increasing CPC rates on AdWords campaigns? If the cost is passed on, this is likely to have quite an impact on the marketing budgets of businesses across Australia.

Google says that in 2015 it’s workforce grew to around 1200 people in Australia and the company invested more than $400 million into its Australian operations. If this new tax encouraged Google to shutdown operations and move offshore, it could have dire consequences for Australian advertisers and agencies alike.

So we wait with baited breath for the July 2nd election result to see if these laws will become a reality.

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1000% Visitor Growth for Perth City Dental

Posted on 4th Dec, 2013 by

Dr John Marsell at Perth City Dental understands the value of Digital Marketing to his businesses success, he just wasn’t having a lot of luck with it.

After failing to convert visitors with their previous digital marketing provider, John knew it was time for a change.

All it took was one meeting with Bonfire – new campaigns were created, a new website was produced and the desired results were almost immediate.

  • 25% business growth since website launch
  • Visitors increased by 1000%
  • 350+ organic visitors per month
  • 35+ keywords on page 1 of Google
  • 63% of total traffic comes from Digital Marketing campaigns

You can see the full case study here: https://www.bonfire.com.au/past-work/perth-city-dental/

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