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Posted on 15th Sep, 2016 by Kayla Paul
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.
“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.
Posted on 29th Aug, 2016 by Courtney Mills
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.
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.
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.
Posted on 9th May, 2016 by Courtney Mills
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.
Posted on 4th Dec, 2013 by Courtney Mills
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.
You can see the full case study here: http://www.bonfire.com.au/past-work/perth-city-dental/