Strategy & Insights

AI is reshaping how consumers discover and engage with brands. Discover why a connected advertising ecosystem is now crucial for achieving visibility and measurable growth.

Ads are coming to Google’s AI Overviews and soon AI Mode. Our latest piece unpacks AI Max: what it is, where ads show, and what it means for Australian marketers right now.

AI is changing how people search and how often they click. With zero-click results becoming the norm, traditional traffic metrics no longer tell the full SEO story. Senior Media Strategist Nicole Ryan explains how Bonfire is adapting our SEO approach for AI-driven search, from making content easier for machines to interpret to tracking visibility in new ways.

Instagram posts can now show up in Google search results, but only if you’ve set things up correctly. We break down what’s changed, why it matters, and the simple steps marketers can take to make their content discoverable beyond the app.

Too many campaigns still start in Ads Manager, not with the audience. There’s a better way to plan, one that begins with the people you actually want to reach. It’s a small shift that can make a big difference to how your campaigns perform.

Google’s AI-led search is rewriting the rules of brand visibility. Bonfire’s General Manager – Growth unpacks what this means for marketers, and how to stay front and centre in a zero-click world.

Google’s AI Mode is already changing how people search in the US and India. It hasn’t launched in Australia yet, but when it does, it will reshape how brands are discovered, surfaced, and selected online. Here’s what you need to know before it arrives.

AI is reshaping how content earns visibility. Discover why brands need a publishing mindset, how Bonfire’s team is adapting in real time, and what it means for the future of content strategy.

A subtle slant can spark serious action. Discover how right-leaning italics tap into behavioural psychology to create urgency, lift click-throughs, and give your creative a quiet but powerful performance edge.

Google’s new Generative AI Overviews (AIOs) are rapidly changing the search landscape in Australia. They’re influencing which content is seen first, how users navigate results, and what businesses need to do to stay visible. As Google shifts attention towards AI-generated summaries instead of traditional rankings, many brands risk seeing their organic traffic fall. For brands that act early, though, there’s a real opportunity to strengthen their presence by appearing within these new summaries.

Luxury isn’t a click-and-go category. It never has been. Luxury products are curated, coveted, and casually whispered about over champagne, not chased down in a flash sale frenzy. Luxury marketing is built on aspiration, heritage, and emotional value, not just convenience. So why are we still measuring luxury performance with the same blunt-force tools we use to sell dish soap? To understand why standard metrics fall short, it’s important to first understand how differently luxury purchases unfold.

Out with the new, in with the old. Google is reintroducing annotations in Google Analytics 4 (GA4). This returning feature has been rolled out to all GA4 users alongside another update called Anomaly Drivers.