Ignite your digital marketing


Bonfire Featured Alongside Influential Australian Marketing Leaders

Posted on 18th Oct, 2016 by

Bonfire CEO, Clay Cook, was recently invited to feature in AdNews’ Industry Insights Profile alongside other influential Australian marketing leaders from Fairfax Media, M&C Saatchi, Channel 10, AOL and Spotify.

The profile aims to shed light on the varying roles and companies across the advertising, ad tech, marketing and media sector in Australia.

The full piece is below or you can view online here.


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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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Talking Digital With Campaign Brief

Posted on 17th Aug, 2016 by

How has the digital industry changed in the past 20 years?

What are the challenges ahead?

Why don’t SEO and SEM get the recognition they deserve in the wider marketing arena?

Bonfire CEO, Clay Cook, answered these questions and many more when he sat down with Campaign Brief to share his story as a pioneer in the Perth digital industry.

We may be a little biased, but it’s definitely a good read.

Bonfire_CC-Campaign_Brief-June 2016




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Australian Digital Advertising Spend Cracks $6 Billion

Posted on 4th Apr, 2016 by

In 2015, Australian digital advertising spend increased 25% over the previous year and cracked $6 billion.

What makes this news such a milestone is the fact that it’s the fifth consecutive year of double-digit growth for the industry.

It’s news that doesn’t surprise our CEO, Clay.

This news solidifies the fact that advertisers have ‘seen the light’ and are investing more heavily in digital as it provides more opportunities to reach consumers. From mobile, to video and display advertising, digital is one of the few forms of advertising that continues to innovate and consistently deliver measurable results.

He has shared this thoughts on the news and where digital is heading with Campaign Brief.


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Bonfire in The News: The Impact of Google’s New SERP Layout

Posted on 25th Feb, 2016 by

Advertising on Google is competitive at the best of times.

Google has just made the game even harder by announcing a major change to the way it will display ads in its search results page.

Google will no longer display ads on the right hand side of the SERPs. Instead, these ads will only be displayed at the top and bottom of the page.

Our CEO, Clay Cook, spoke with Campaign Brief on this change and the impact it will have on advertisers and SEOs alike.



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“Slow and Steady” Google Ranking Update

Posted on 24th Jul, 2015 by

After forcing webmasters to wait 10 months, Google has confirmed that a new ranking algorithm update has been released this week.

Panda 4.2 brings good news for anyone who was penalised by the previous update. If you took the right action to fix your mistakes, then you should notice a positive change in your organic ranking.

However, it could be a while before you notice this.

In the past, when Google has released an algorithm update, its impact has been immediate and widespread. However, this release is different. It’s being rolled out so slowly that webmasters are unlikely to notice any sudden impact to their website’s rankings.

Google’s lips are sealed as to why they have taken the “go slowly” method, but they can confirm that it will likely impact around 2%–3% of English language queries worldwide.

Our CEO, Clay Cook, makes a point that if you’ve forgotten to make changes to your website, then it’s a little too late. “Despite this update being a “slower” release than normal, there is no point rushing any sudden changes to your website. They will not be picked up by Panda 4.2.”

Being proactive instead of reactive is always a good approach. “It’s still early days, but we’ve noticed very little impact to our clients website rankings from this update and we don’t really expect to. This is because our approach to SEO is to be proactive. If webmasters continually update their content as part of their overall SEO strategy, then their website is less likely to feel the wrath of Google.”

If you do find you’re website has been negatively impacted by the update this time round, then use it as a timely reminder to implement the required changes to increase your content quality. You just never know when Panda 4.3 may arrive…


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Bonfire in The West: Retailers Told to Go Mobile

Posted on 7th Jul, 2015 by

There’s no denying that  mobile shopping has skyrocketed in the past few years and there’s no sign of it easing up anytime soon.

However,  many retailers are being left behind. Currently, only 30% of Australian retailers offering a mobile website.

Our CEO, Clay Cook, has shared some advice for struggling retailers in The West.


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Bonfire in The West: Surviving the ‘Mobilepocalyse’

Posted on 25th Apr, 2015 by

It’s being dubbed “Mobilepocalyse”, and touted as one of Google’s biggest ranking updates since the introduction of Pandas and Penguins back in 2011.

Google officially hit the “go” button on the update on April 21, promising that it would reward websites that are “mobile-friendly” with superior mobile search rankings.

Clay shared his advice with The West readers on what to expect and how your website can survive.

Read the full article here: https://au.news.yahoo.com/thewest/business/marketing/a/27274765/out-to-market-surviving-the-mobilepocalyse/

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Bonfire in The West: Exposing Negative SEO

Posted on 28th Jul, 2014 by

Did you flick through Friday’s West Australian?

What about the article in the Marketing and Media section about the latest “ugly” trend in digital marketing, Negative SEO?

It’s a dirty SEO tactic that is gaining speed and all website owners should be aware of it. Our CEO, Clay Cook, provided some insight in the article into the new frontier of corporate sabotage and our own experience with the Bonfire website.

Any business who is serious about their website’s Google ranking should have a read of the article.



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Bonfire in The West: Google Panda 4.0 and Remarketing

Posted on 23rd May, 2014 by

The Bonfire word just keeps spreading…

Our CEO Clay Cook has recently been called upon twice to share his expertise on new developments in the Digital Marketing space.

Firstly, The West Australian Marketing & Media section recently featured an article on the latest trend in Digital Marketing, Remarketing. Clay shared his advice for businesses wanting to take the leap into Remarketing.

Just this week, Google announced the release of its latest algorithm update, Panda 4.0. Clay told todays readers of The West Australian not to fear the update. If website owners are using ethical SEO practices then the update will have little impact.

You can take a squiz at both articles below.




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