Ignite your digital marketing

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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The Bonfire Manifesto

Posted on 2nd Jul, 2015 by

The Bonfire Manifesto has arrived…

But what is it?

Good question…. It’s our new series of remarketing ads that you will see following you around the Internet.

They’re a little bit cheeky and witty – just like us!

Here’s a sneak peek of just a handful in the series. Enjoy!

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Remarketing Helps PIBT Increase Enrolments

Posted on 12th May, 2015 by

We’re excited to share news of a client who is achieving great success through our latest digital marketing service, Remarketing.

PIBT (Perth Institute of Business and Technology) had a single goal in mind when it began working with Bonfire: increase course enrolments.

Along with SEO and Google AdWords, Brand Remarketing campaigns are converting website visitors into enrolments.

The campaigns results include:

  • 238% increase in organic traffic
  • 100% more leads
  • Website has increased 1,085 positions in Google

Remarketing for the win!

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2015 Digital Marketing Trends and Predictions

Posted on 12th Dec, 2014 by

As 2014 draws to a close, the predictions and trends for Digital Marketing in 2015 have already begun.

So we thought we would jump on the bandwagon with our very own (along with a few from well-known experts).

Here goes:

1. Mobile-Optimised Content Will Be a Must-Have, Not a Should-Have
Our Head of Digital Services, George Gavalas, predicts that mobile optimisation will play a big role in Digital Marketing in 2015.

“According to Forbes, 87% of connected devices sales by 2017 will be tablets and smartphones. While a responsive design is paramount, Google has hinted that mobile usability is now ‘relevant for optimal search results.’ So, 2015 will bring about website content specifically for mobile users.”

2. Digital Analytics Will Get More Sophisticated
Google’s Analytics Advocate, Adam Singer, anticipates that marketers will demand more from analytics in 2015.

“We know from research, talking to users and being an active part of the industry that marketers are increasing emphasis on measurement. Our team even launched a MOOC (Massive Open Online Course) to provide a free and robust resource to educate marketers and help them succeed. An ever-expanding mix of devices and channels is creating even greater pressures for digital teams to quantify their efforts, but the technology is here and the market demand for talented analysts & data-savvy marketers has been in place long enough that 2015 is the year digital measurement finally comes of age. Smart brands have already formalized their efforts across organizations and efforts. If you’re not there it’s time to catch up.”

3. Marketers Will Demand More From Remarketing
Ad Remarketing (or Retargeting) was the new kid on the block in 2014. However, due to its proven success, our Digital Services Manager (and PPC King), Sam Zhao, predicts that marketers will demand more from Remarketing in 2015.

“I expect the technology that ad platforms use will become more innovative especially in regards to advanced targeting criteria. We’re already seeing hints of this from Facebook with Atlas and Google AdWords, so I expect we will see other ad platforms like AdRoll and Chango follow suit pretty quickly”

4. Shopping Comes to Social Media
Twitter and Facebook are already testing it, but Hootsuite CEO Ryan Holmes, expects e-commerce and social media integration to deepen in 2015.

“This approach eliminates one key dilemma all merchants face – how to get customers in the door (or to your website). On Facebook and Twitter, you’ve already got a receptive audience, happily chatting with friends, browsing the latest trends, sharing photos and videos, etc. Once their payment details are on file, purchases are a tap or two away. There are major benefits to advertisers. Connecting individual tweets and Facebook posts with actual purchases has thus far proved a huge analytics challenge. But with the advent of buy buttons, concrete revenue figures can be attached to specific social media messages in a way that hasn’t been possible until now.”

5. Don’t Count Out Google+ Just Yet
There are plenty of Digital Marketers who criticise Google+ and some are even predicting it will be gone all together in 2015. But, our Digital Services Manager (and resident SEO expert), Matthew Elshaw, suggests otherwise.

“Even though Google has closed their Google+ Authorship program, Google+ business pages are still an important part of the ranking algorithm. In 2015, I expect Google to further reward businesses that maintain an active profile with regular posts, complete business information and positive reviews.”

6. Will Marketing Strategies (Finally) Become Integrated?
Good question…. The experts have mixed predictions for this one.

Altimeter Group’s Brian Solis, says no:

“I’d love to say that by 2015 we will truly see digital strategies that are integrated across social, mobile, advertising, marketing, comms, et al. But, we won’t. What we will see though is a more conscious effort to bring disparate groups to the table to learn how to collaborate across screens, channels, and moments of truth to deliver ONE experience to customers wherever they are in the lifecycle.”

However, Lee Odden from TopRank disagrees:

“Content creation, search optimization and social media will be less siloed as specific departments and treated more like skills that exist across the organization. Optimization will move beyond individual tactics and focus more on overall customer experience across channels. Marketing is everybody’s job and more companies will leverage internal resources through social business and collaboration platforms as well as participation marketing with their community to integrate scaled content creation and social media engagement.”

 

And there you have it…. Just a handful of the big predictions for Digital Marketing in 2015. Now it’s over to you… What do you think the most significant changes and important trends will be in 2015?

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Remarketing: The New Tool In The Digital Marketing Arsenal

Posted on 16th Jul, 2014 by

If only there was a way business owners could re-engage visitors who’ve left their website…. 

We’ll let you in on a little secret… there now is!

Remarketing is a clever way to connect with your website visitors who haven’t made an immediate purchase or enquiry. It allows you to position targeted ads in front of these visitors – as they browse elsewhere around the Internet including while they’re watching a YouTube video or shopping on eBay.

Recent reports show that on average, people spend 96% of time online on websites versus 4% of their time on search engines. So while, SEO and Google AdWords are still incredibly important to an overall marketing plan, Remarketing is a complimentary strategy that gives your brand a lot more reach.

Here’s a visual showing how Remarketing works:

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Bonfire now offers Remarketing campaigns.  For more information on how our Remarketing specialists can help, click here.

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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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