Ignite your digital marketing

New AdWords Experience Being Rolled Out

Posted on 21st Jul, 2017 by

Google has been progressively rolling out a new “AdWords Experience” this year, with the promise that everyone will have access by the end of 2017.

Given we’ve been granted access, we’ve had a poke around to see what’s new. Fortunately it’s more than just some UX enhancements.

The new AdWords Experience comes with the tagline, “Meet the simpler, smarter AdWords.” And with it comes the promise of the following benefits:

  • Create and improve campaigns based on your unique business goals.
  • Save time and get more done with faster access to the features you use most.
  • Gain actionable insights with new graphs and powerful reporting tools.
  • Same AdWords performance you’re used to, so your campaigns continue to run the same way you’re already familiar with. And, you can always switch back to the previous AdWords experience if you get stuck.

Exclusive new interface features:

  1. “Overview” page
    Aside from a revised summary view of campaigns, you’ll also get performance insights direct from Google ensuring you’re not missing any important trends.
  2. Bid adjustments for calls
    Now there’s more control over bid adjustments for call extensions which given the mobile focus for many businesses, will help ensure less lost impression share.
  3. Showcase Shopping ads
    Give customers a better insight into your brand by displaying a group of related products in the search results
  4. Audience manager
    Targeting options for both the Google Display network and Remarketing lists for Search ads have been grouped together in the same place. This should help streamline the targeting process.
  5. Promotion extensions
    Display promotions and special offers in your Search Network text ads to generate much higher engagement.

App developers will also now be able to import data from 3rd party app analytics programs to track conversions against their AdWords Campaigns.

Coming soon…

While there’s been some really impressive enhancements already introduced, Google still has plenty up its sleeve. The following items are due to be released soon…

  • Ad extension creation, management, and reporting for price extensions; extension segments; and the automated extensions report
  • Advanced editing, for example: automated rules and bulk uploads
  • AdWords Labs
  • Business data feeds
  • Download functionality in some pages
  • Custom columns
  • Drafts and experiments
  • Geographic reports
  • Compatibility: full compatibility with right-to-left languages; Edge browser support
  • The shopping subtype for video campaigns
  • The Gmail ads subtype for Display Network campaigns
  • Custom remarketing / affinities

There’s plenty of features currently and many more coming which should encourage AdWords advertising to make the shift to the new interface. If you’ve started using it, what are your initial thoughts?

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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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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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HOW TO OPTIMISE YOUR SITE FOR GOOGLE’S MOBILE-FIRST INDEX

Posted on 20th Mar, 2017 by

Ever since Gary Illyes’ announced Google’s mobile-first index (MFI) in 2015 and its official confirmation in late 2016, there’s been constant buzz around the topic. In particular, whether sites that have not implemented mobile friendly mark-ups and responsive website design are being penalised.

But before we jump to conclusions, let’s first take a look at exactly what the mobile-first index is and how it affects not only marketers, but all businesses with an online presence.

WHAT IS THE MFI?

In one of our recent blog posts, we mentioned the rise of mobile search and how Google have started to show a preference for mobile content rather than desktop.

The mobile-first index is Google’s way of responding to both the rise of mobile technology and recent statistics indicating that most Google searches now happen on mobile. This means Google will create and rank its search listings based on the mobile version of content, rather than the desktop version.

SO, I NEED A MOBILE WEBSITE?

The short answer is yes. The mobile trend is on the up and is showing no signs of slowing down, so as a business owner or marketing manager, adapting your website to suit this change will ensure your website’s ranking won’t be compromised and may give you a one-up from your competitors who are yet to make the change.

WHAT DO I NEED TO DO NEXT?

If you’re guilty of not having a mobile-friendly website, don’t stress just yet. There are some simple things you can do to get started:

  • Check your site is mobile-friendly. Before making any changes, we suggest testing your site first with Google’s Mobile Friendly test. This will tell you how easy it is for users to navigate your site on mobile and will also recommend some changes that can be made to increase mobile-friendliness.
  • Learn more about ‘mobile’. The best way to ensure you’re obliging by the rules is to educate yourself, and what better way to do this than by taking advice straight from the rule makers themselves? This Mobile Friendly Website Guide explains what is needed for an effective mobile site.
  • Implement. Whether you attempt to do this yourself, or you seek out the help of an SEO agency, it’s no secret you will need to make changes to your site to optimise it for the mobile-first index.
  • Rinse and repeat. If you’ve made changes, check the effect of those changes with the tool in step one. This isn’t the only indicator of a converted mobile site, but it will give you a topical view.

IN SUMMARY…

As Google begins to prioritise mobile pages, it’s important to ensure your site is not only up-to-date, but has also been optimised for search. Being mobile-friendly is simply one aspect of a digital campaign which should be used in conjunction with an overall strategy aimed at making your site easier for visitors to use.

Ultimately, it’s important to keep in mind that as more people begin to search using mobile, more opportunities will arise for your business to improve its offerings and better meet consumer demands.

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HOW TO HIRE A CREDIBLE SEO AGENCY

Posted on 8th Mar, 2017 by

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.

BONFIRE TIP:

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.

ADVICE/KEY TAKEAWAYS:

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

IN SUMMARY…

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:

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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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Who Said Old Dogs Can’t Learn New Digital Marketing Tricks?

Posted on 1st Dec, 2016 by

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:

  • 128% increase in traffic SEO since campaign launch
  • SEO delivers over 78% of website enquiries
  • Business is experiencing constant growth
  • 90% of selected terms are ranking on the 1st page of Google

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.

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Sage Australia Bonfire

Sage Australia Looks to the West

Posted on 24th Oct, 2016 by

We’re thrilled to announce the latest company to partner with Bonfire – the Australian division of accounting software giant, Sage.

Bonfire has been tasked with overhauling Sage Australia’s Google marketing strategy. Combining a brand refresh with strong digital marketing campaigns, Sage Australia’s aim is to leverage the digital expertise and knowledge of Bonfire to increase its customer and partner numbers aggressively over the next 12 months. Bonfire’s first undertaking has been to overhaul and establish solid digital foundations for the brand.

Although based is Sydney, Sage’s marketing team looked further afield and was impressed with Bonfire’s thorough proposal and research process and the results we’re already achieving for other high profile service companies.

Sage Australia Campaign Manager, Anthony Pignatiello shares his experience with Bonfire to date:

Bonfire has provided exceptional customer service from the start. Despite being located on the other side of the country, their flexibility and responsiveness really stood out for us as an agency. Our account manager (Arno) always responds in a timely fashion whilst providing us with expert SEO advice that delivers results.

We are only at the start of our SEO journey with Bonfire, and we’re excited at the prospect of what this great partnership can achieve

We would like to officially welcome Sage Australia to the Bonfire family. Our digital services team are eager to hit the ground running on the campaigns.

News of this appointment was featured in B&T and Campaign Brief.

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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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Sink or Swim: The Modern Marketing Strategy

Posted on 9th Aug, 2016 by

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.

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