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Automation in SEA: A wolf in sheep's clothing?

For seven years, Friends of Search is the not to be missed Search Engine Marketing conference in the Benelux. As a Belgium-based agency, we really didn’t want to miss out on the first ever Friends of Search in Belgium. Packed with fascinating new insights, the event is a great opportunity to get up to speed with innovations in search engine marketing. In this blog, we gladly run you through everything we learned about Search Engine Advertising (SEA) during the event.
February 18 2020
Malika Meddour
Digital marketing

4 ways to survive in a zero-click world

Friends of Search is the event for SEO and SEA specialists in the Benelux. For the first time the event took place in Brussels and of course we didn’t want to miss it! With several major speakers, it was a successful edition from which we would love to share the SEO key insights with you.
February 14 2020
Jana Baetens
Jana Baetens
Digital marketing

Sitecore Personalization: the What, How and Why

Let’s be honest… showing the same content to every website visitor is a bit like serving the same meal for dinner every day. And for breakfast and lunch. Today’s digital marketing is all about context. The more you know about the context of your visitor, the more relevant you can make the experience. But how do you make this happen?
July 11 2019
Stein Peeters
Stein Peeters
Digital marketing

Increase your keyword coverage with Dynamic Search Ads

Every second 63.000 searches pass through Google Search. That translates to an unfathomable amount of keywords, which companies can use in their targeting when selling products and services through search ads. This means that it would be extremely labour-intensive  – not to say impossible – to manually implement and maintain all the keywords that people use on a daily basis and that are  - on top of that - relevant to your business in your search campaigns. However, the fact that you target a specific set of  keywords in your standard search campaigns, doesn’t mean that you should miss out on the huge untapped potential of relevant traffic that falls outside of your targeting. This is where Dynamic Search Ads can bring salvation!
June 25 2019
Simon Wardenier
Digital marketing

Google Retail Seasonal Summit

On May 28, The Reference went to Google's Retail Seasonal Summit. We gathered best practices and insights on seasonal events and got up to speed with the latest innovations at Google. Because being well-prepared should result in successful & future-proof campaigns.
June 4 2019
Malika Meddour
Digital marketing

Automating Google Ads anno 2019 - where are we?

Letting Google handle bid calculations & campaign creation used to be a daunting idea, but since Google’s algorithms have become smarter over time, adopting these automation tactics offer a huge competitive advantage.

2019 therefore promises to be a challenging year for digital advertising experts as they need to focus even more on strategic decisions while relying on Google’s automation technologies such as smart bidding & smart campaigns. 

We will zoom into these two topics in the upcoming blog posts, kicking off with smart bidding. 

 
May 29 2019
Malika Meddour
Digital marketing

Position switch at Google: ‘average position’ is disappearing

Changes and innovations are the only constants in the online marketing community.
Google is no exception: it recently announced that the ‘average position’ will be disappearing in September 2019 because the relevance of this statistic has decreased over the years. It is hardly a surprise, but this change does have all sorts of repercussions for reporting and optimisation techniques. We discuss the expected impacts below. 
 
March 6 2019
Malika Meddour
Digital marketing
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