Last Thursday, Amsterdam hosted Friends of Search, one of the largest search engine marketing events in the Benelux. Both SEA and SEO were discussed in detail and The Reference also sent a delegation to Amsterdam to attend the event. We are naturally reporting on our findings, but this time it won't be in the standard "eight takeaways" style. This blog post mainly focuses on SEA and we will be looking for an answer to the following questions: as a specialist field, where is SEA heading? And, in the future, how can we ensure the most effective allocation of our SEA budget?