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Posted on 10th Apr, 2017 by Gabe Mach
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.
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.
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.
Posted on 30th Mar, 2017 by Samantha Whitewood
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.
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 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.
After a short 6 months, this campaign has yielded some impressive results:
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.
Posted on 8th Mar, 2017 by Samantha Whitewood
Google released a document on Valentine’s day providing valuable insight into how brands should go about hiring an SEO agency, including guidelines on what to look out for and avoid when choosing and hiring an SEO specialist.
Included in this document was a video by Google’s Developer Programs Tech Lead, Maile Ohye. In the almost 12-minute video, Maile offers her advice on how to identify a legitimate SEO provider as well as what exactly constitutes ‘good’ (and bad) SEO. Curious to know which practices make the cut by Google? We’ve summarised the video below.
“An SEO’s potential is only as high as the quality of your business or website”
– Maile Ohye
GENERAL SEO HIRING PROCESS
Unfortunately, there are a number of SEO agencies out there who don’t play fair, often using illicit techniques in an attempt to manipulate search engines. These techniques, and the agencies that use them, should be avoided at all costs as Google does not easily provide ‘second chances’.
To avoid getting locked into a contract with one of ‘these’ SEO agencies, Google has provided an agenda to follow when interviewing and selecting an SEO provider. These are the steps Google recommends brands take when choosing an SEO:
STEP 1: Conduct a two-way interview – ask relevant questions to ensure they’re sincerely interested in you and the success of your business.
STEP 2: Check their references – the agency should offer you a list of clients willing to talk to you about their experience. If they can’t offer this, you should be cautious.
STEP 3: Request an audit – a good agency does their homework. Ask them to complete an audit, identifying any potential website issues and how they suggest to improve them, as well as what impact these changes are estimated to have on your digital campaign.
STEP 4: Decide if you want to hire – discuss with other decision makers within your business whether they think this agency is a good choice. Before deciding on an SEO agency, make sure all internal stakeholders are on board.
You should leave your first meeting with a potential SEO agency feeling impressed and holding a proposal which indicates extensive research into both your company’s current position in the market, and your website.
In addition to the hiring process recommendations, Ohye also shared some useful insights on SEO basics as well as common misconceptions. Here are a few we found particularly agreeable and commonly find ourselves explaining to clients coming to us with limited search knowledge (or previous bad advice).
“SEO is not black magic” – SEO isn’t magic and it won’t work overnight. If an agency is promising instant rankings, avoid them, as they’re likely to be practicing bad SEO – this could cause irreversible long term damage to your domain and could greatly affect your digital standing with Google.
SEO suggestions should align with google best practices – ask the SEO to corroborate their strategy recommendations with supporting documents from Google e.g. an article from their help centre, a Googler response in their forum or a video (like this one).
Good SEO aims to improve the searchers’ entire experience – recommended changes should aim to not only create a search friendly site, but also a user-friendly site.
Quality SEOs will be genuinely invested in your business – they will be interested in learning about your business from a holistic stand point and genuinely care about your business goals, customers and other existing marketing efforts.
Good SEO takes time – allow 4 months to a year before you expect to start seeing real search results from strategy implementation. There are a lot of components in a good SEO strategy, and unfortunately no magic tricks to make them work faster.
An SEO’s potential is only as high as the quality of your business or website – investing in a user-friendly website will significantly help every SEO strategy implemented. You can’t build a home without a solid foundation.
“One of the biggest holdups to improving a website isn’t [the SEO’s] recommendation, but the business making time to implement their ideas.”
– Maile Ohye
The road towards finding a legitimate SEO agency is not an easy one. However, the outcome of your choice is vital to both the health of your campaign and business. These guidelines should help with the decision process and ensuring your business is left in capable hands.
You can watch the full video by Maile Ohye, titled How to Hire an SEO, here:
Posted on 1st Dec, 2016 by Kayla Paul
In today’s highly competitive market, the ability to operate and sustain business practices for over two decades is truly an achievement in itself.
During their 25 years in the industry, City Beach Veterinarians have witnessed an innumerable amount of changes to their business and marketing landscapes and have continued to operate despite this. Among other things, we believe the owner’s profound understanding of the importance of acclimatising to their clients’ changing needs has been a key player in this process.
Despite being online for over 8 years, City Beach Veterinarians saw the need to strengthen their online presence by bringing it in line with the needs of their clients – this meant a streamlined booking process. Owner, Neville Robertson, sought the assistance of Bonfire and expressed his vision to not only increase traffic to a newer, more efficient website, but also to cement their position as a leader in Perth’s extremely competitive veterinary market.
In collaboration with our digital services team, the website was built by our experienced web designers and developers in only a matter of weeks. The new site not only showcases their business, but also brings together the necessary practical and functional benefits of a well-designed platform.
After engaging with Bonfire for over 2 years and successfully launching their new website, City Beach Veterinarians have produced some spectacular results:
Our team at Bonfire are thrilled with the results achieved by the City Beach Veterinarians campaign and wish Neville and his staff all the best with their new and improved website. You can visit their website here.
Posted on 17th Aug, 2016 by Courtney Mills
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.
Posted on 9th Aug, 2016 by Kayla Paul
A summary of the digital dilemma and its effect on the way businesses are operating today.
The Digital Dilemma
Whether you’re a start-up or an established brand, every business owner will be required to make an important decision in the course of their business venture; to go digital or not to go digital. In today’s day and age, businesses cannot turn away from the fact that this binary decision will determine the livelihood and the future of the brand itself. Thankfully, there is a middle ground more commonly known to those in the industry as the ‘modern marketing strategy’.
A smart business owner will understand that both internal and external marketing factors play a role in individual business success. According to research and consulting company, Strategy Analytics, spending for digital advertising in the Asia Pacific region has increased over the past year by 18.2% – that’s an estimated total of AU$78.4 billion.
This poses the ultimate question: if a majority of businesses are competing in the digital market, why isn’t your business? Furthermore, how do we, as business owners compete against others who seem to be employing the same traditional marketing strategy? The modern marketing strategy attempts to explain this.
The Modern Marketing Strategy
Ever heard of the saying ‘don’t put all of your eggs in one basket’? The modern marketing strategy explores this notion. Although there are many theories surrounding this, our experience here at Bonfire is what drives the thought behind this strategy.
Time and time again we see businesses come to us seeking SEO and other online digital services who understand the importance of digital for a competitive business strategy, however this is not always the case. The modern marketing strategy explains the need for the integration between traditional marketing efforts, digital marketing efforts and all other areas of the business including marketing goals and product mix. Each marketing component should work cohesively in order to play off each other’s strengths and enhance the overall business strategy. If one element were to change, it’s integral for the other elements to adapt. For example, if the business decided to rebrand, this should filter through to all digital efforts as well as traditional marketing efforts.
However, for many businesses today who don’t necessarily have the resources to fund their own marketing department, it can be difficult to maintain a consistent strategy. This is where outsourcing comes into play – not to a cheap, offshore “agency” – but to an established digital agency who knows exactly what it means to have a strong digital campaign and has the skills to seamlessly integrate these into the overall marketing strategy.
With many markets facing over-saturation and with a large number of businesses struggling to penetrate or compete at a profitable level, employing an effective modern marketing strategy is almost essential for survival.
In today’s complex world, businesses can either sink or swim. With this in mind, digital agencies have now become the buoys of the modern business world, giving rise to a new era in marketing: The Digital Era.