European Search Awards 2018 Book of the Night by Don't Panic Events

THANKS TO OUR EVENT SPONSORS

RELIVE THE SEARCH PARTY Welcome to the Book of the Night 2018. Inside you will find details of all our finalists plus a showcase of this year’s winning work. Over the past seven years, the European Search Awards has celebrated the very best in SEO, PPC and content marketing across Europe, and recognised and rewarded the individuals, companies and organisations that are transforming the Search industry. Entry quality was extremely high and our thanks go out to our judging panel who had the unenviable task of shortlisting and choosing this year’s winners. I’d also like to thank our sponsors and supporters for adding their weight and considerable influence on a competition that continues to reflect the talent, expertise and continuing growth of the industry. Our thanks go to our Photo Booth sponsor SEMrush, our Social Wall sponsor Majestic, and our category sponsors: Kenshoo, Marin Software, Mayalukas, Optmyzr, Pragmatic, Search Laboratory and The Web Shed. If you were there on the night, you will have celebrated, mixed and mingled with the best in Search – not to mention enjoyed the musical accompaniment of The Amusement Park band and danced the night away at the after party! So, our final thanks and huge congratulations goes to all the winners and everyone who made the shortlist. It’s a real achievement and I hope you enjoyed the evening. Nicky Wake Don’t Panic MD & Creator of Search Awards

BEST USE OF SEARCH â&#x20AC;&#x201C; RETAIL FINALISTS Authoritas & PriceMinister.com Automating Insights at Scale for eCommerce, SEO & Content Marketing Success Bluerank & Tchibo.pl Want More, Create Synergy! Digitaloft & Missy Empire You vs The Kardashians Peak Ace & Kartenmacherei A Data-Driven Marriage Propellernet & Evans Cycles Return to Gold Hill Propellernet & Waitrose Delivering a Market-Leading Christmas Receptional & Discount Supplements Putting Muscle into Mobile Verve Search & Lenstore Crystal Clear Advantages Wolfgang Digital & iClothing Searching for Success Zeo Agency & Atasun Optik Ranked 1 for Nearly All Major Industry Keywords of Global Leader in Optical Retail

WINNER: Propellernet & Evans Cycles SUMMARY By recreating Britain’s favourite advert – Sir Ridley Scott’s 1973 Hovis ad – our first campaign for Evans Cycles demonstrated how an e-bike could help the original ‘boy on a bike’ conquer the famous Gold Hill. In the first month the campaign generated coverage online and offline to drive brand awareness and consideration in the key e-bike category. The links generated by the coverage helped to drive ranking increases for target, high-volume keywords. Over the six months since the campaign launched it has generated an additional £327k in incremental sales, for a ROI of 795%. It will continue to drive sales moving forwards. Winning this award would validate that we’re on the right track (or lane) with Evans Cycles as we deliver our next campaign.

JUDGES’ COMMENTS The judges were impressed by the campaign and overall concept. Propellernet came up with a creative idea and used it to drive engagement. A fantastic entry with all-round execution.

BEST USE OF SEARCH â&#x20AC;&#x201C; FINANCE FINALISTS Absolute Digital Media Cash In A Wizz! Latitude & Comfort Insurance Project Z PushON & Virgin Money United by You: Who Makes Your Ultimate Manchester United XI? Reddico & Direct Line SEO Campaign Search Laboratory & giffgaff gameplan Building a Challenger Brand in a Competitive Market Thomson Reuters F&R MiFID II - Trillion Dollar Industry Verve Search & GoCompare.com Next Gen Cars Wolfgang Digital & Zurich Life Schooling the Competition Zeo Agency How to Create an SEO Minded Growth Strategy for Enterprise Companies Zeo Agency & Generali Merging Left-Brains Analysis & Right-Brains Creativity to Create Difference on Competitive Insurance Market

WINNER: Thomson Reuters F&R SUMMARY In today’s decision economy, questions arise every day. There’s regulatory complexity to manage, new markets to evaluate, and transformative technology to act on. Thomson Reuters position themselves as 'The Answer Company', unravelling these complex situations. With the introduction of a new European financial legislation, MiFID II, Thomson Reuters (TR) needed to inform their clients in an accessible, engaging way about a range of challenges and global implications for the financial industry. This lead generation campaign needed to position Thomson Reuters as the leading solution and thought leader in this space, turning the challenge into a commercial advantage. The campaign’s intention was to contextualise the MiFID II landscape or customers, introducing it as a tailored, direct “journey” for them. With Thomson Reuters’ guidance, there is one clear line to follow to compliance. The intricate acquisition strategy, search marketing, thought leadership and complementary mix of other campaign touch points created a personalised experience for users throughout the buyer’s cycle. Using expert opinion and unbiased guidance, Thomson Reuters were able to leverage MiFID II, turning it from an implication for their clients, into a benefit-led campaign for all parties involved, no matter what stage of the journey users were at.

BEST USE OF SEARCH – TRAVEL & LEISURE FINALISTS Ad-Rank Media & Holiday Hypermarket Content Hub SEO Strategy BlueGlass London & Expedia Driving SEO Forward BlueGlass London & Expedia Mythical Creatures Crafted & Preferred Hotels A Crafted approach to Filling Rooms Havas Media Ireland & CityJet Piloting PPC Success! iProspect & KLM Royal Dutch Airlines Dynamic & Real-Time PPC Ads on a Global Scale Noetic & Imperial London Hotels Growing the Direct Channel via Google Hotel Ads and Attribution Stickyeyes & Hertz Europe The Ultimate American Road Trip Verve Search & Expedia Nordics Building World-Class Links Wolfgang Digital & Adventures.is Wolfgang’s Arctic Adventure

WINNER: BlueGlass London & Expedia SUMMARY After working with Expedia in 2016 on a number of compelling and successful creative content and link-building campaigns, we decided to focus 2017 on targeted and measurable results surrounding ‘car hire’. By resolving technical SEO challenges onsite with developers, developing an extensive content hub for car hire, and optimising existing content, BlueGlass was able to build a strong SEO foundation to which to cultivate an engaged audience. Moreover, this content hub now stands as a base on which to produce further creative content pieces for influencer outreach and digital PR aiming to send traffic to the hub and on-site car hire pages. This comprehensive SEO project has increased page ranking for Expedia by over 5.8 positions, and increased car hire website traffic by 37.8% organically.

JUDGES’ COMMENTS The judges felt this was a really intelligent entry. BlueGlass showed evidence of budgeting well which saw some great results. They really ticked all of the boxes!

BEST USE OF SEARCH – GAMING FINALISTS Adthena & Kindred Group AI Driven New User Acquisition Blue Mango Interactive (Greenhouse Group BV) & Toto Betting on Relevance: A Winning Bet Blueclaw & Free Super Tips Growing the UK’s Super Affiliate to 3.7 Million Monthly Visits Precis Digital & Paradox Interactive Making Search Work Harder The Media Image & Coral Boxing Clever: The Rise and Rise of Combat Sports The Media Image & Ladbrokes Strong & Stable PPC: A Sports Betting Approach To The 2017 UK General Election The Media Image & OJO Raising A Young Casino Verve Search & Party Casino What Makes a Hollywood Hit?

WINNER: Blue Mango Interactive & Toto SUMMARY Winning a European Search Award is the most prestigious recognition we can get on the amazing performance of our Toto account! With over 50.000 different sport events to bet on and corresponding odds that change up to 250 times a day, Toto faced a huge challenge to be present during all sport events. In effect, making the most relevant and specific ads as possible for different users at different moments would result in a massive workload. However, by using a unique combination of algorithms to automatically build campaigns, specifically-developed scripts, ad customizers, ad scheduling, region targeting, demographic data as well as the usage of Google Analytics data, we are creating extremely relevant ads to users in a highly dynamic environment in which Toto is operating in order to maximize profit. These efforts have resulted in tremendous increases in both relevance as well as performance, leading to a massive increase in orders of 125%. This case therefore unveils that automation and being extremely relevant to users results in an increase in revenue, and therefore betting on relevance is a winning bet! You can watch the campaign video here.

JUDGESâ&#x20AC;&#x2122; COMMENTS The judges loved their consumer friendly advertising and it had impressive results. They made an emphasis on targeting their audience and made it relevant. A stand out winner!

BEST USE OF SEARCH â&#x20AC;&#x201C; THIRD SECTOR FINALISTS Coodex & Operarme.es SEO Campaign Found & YHA Mastering the Path to Purchase Fresh Egg Limited & NHS The London Digital Mental Wellbeing Service (Good Thinking) Kubix Digital & Acik Acik Helping a Network of 50 NGOs to Be Found Receptional & Concern Planning For Disaster by Increasing ROI by 133% Receptional & MQ Helping 70000 People Access Mental Health Research Rich Clicks & My English School Local SEO and PPC Campaign for International English School Franchising Whites & Greenpeace PIT Search Campaign

WINNER: Found & YHA SUMMARY Found are continuously looking for ways to improve the digital performance of our clients, and for YHA this is no exception. In June 2017, we were able to fully implement a truly holistic Web of Moments approach to their digital marketing. Working across Paid Search, Organic, Display and Paid Social, we have been able to communicate with YHA’s audience at all stages of the buying cycle. Matching the right marketing messages to the right moments as they interacted across a multitude of digital touchpoints. Against a background of relatively flat brand growth for YHA, Found were able to not only increase revenue from all their digital channels but managed to achieve very strong results from low and medium intent activity. In doing so bringing YHA to new audiences and continuing their heritage of reaching a youthful demographic. Driving clear incremental profits and proving the value of the individual channels beyond the last click, all whilst maintaining the target cost of sale, has resulted in a hugely rewarding and successful campaign for YHA. Against a target of a £320,000 incremental revenue increase for YHA we achieved £411,929 whilst keeping a stable cost of sale.

JUDGES’ COMMENTS Found showed a great approach, with clear objectives, research leading to a strategy and proven results. They showed creativity with the interactive page. An overall great SEO campaign.

BEST LOCAL CAMPAIGN FINALISTS Blue Mango Interactive (Greenhouse Group BV) & Randstad The Application to Success Bluerank & Euroloan Finnish Up with Digital and Highly Optimized Media Mix Crafted & DentalCarePlus Location-Driven Lead Gen Croud & Regus Making Global Work Locally, Across 3000 Locations Merkle | Periscopix & Village Heating Van-Based Marketing Mindshare UK & Mazda Thinking Local At Every Level: A Location Based Approach for Mazda Dealers Receptional & Signature Finding A Local Care Home Made Easy VROOM Digital & The Key Collection 8k Becomes 160k in Just 4 Months VROOM Digital & Weir & Sons Watching Over The Past Zeo Agency & Zingat In Search Of A Home

WINNER: Mindshare UK & Mazda SUMMARY Mazda and Mindshare implemented industry-leading solutions to centralise the Mazda dealer paid search activity and control the local SERP based on sound audience led planning and exemplary paid search execution. Controlling local SERP through multi domain bidding was a media first in the UK which gave the programme a distinct advantage over competition. Mindshare delivered results and insights well beyond client expectations that will shape the way we approach local paid search programme going forward. John Bache, Mazda Digital Marketing Manager, commented: “I’m delighted with the outcome of this project, and more importantly so are the dealers”.

JUDGES’ COMMENTS The work Mindshare did was purely paid search – a great example of best practice. They had huge achievements, great use of offline visits and increasing leads online. Overall an excellent campaign!

BEST LOW BUDGET CAMPAIGN FINALISTS Adequate & Sellektor From Zero to Hero BlueGlass London & Bloom & Wild Easter Campaign BlueGlass London & Ensoul Increasing Conversions by 709% Docklin Digital & Skargards Belgium Making the Most of Little Kubix Digital & Juico Cleanse Me Up With Juico! Sempai & DrTusz Is Anyone Looking For It? An online printer inks shop records 489% sales growth from organic search results Sempai & Kams A budget of €500 + Selecting Recipients = €12000 of Income Taste, a.s. Taste the Perfect Storage: SEO Rocketed to the Moon Zeo Agency & Atasun Optik Dominating SERPs by Getting Listed for 3 Results for Most of the Keywords and 85% Increase of Non-Branded SEO Traffic Zeo Agency & WSE (Wall Street English) Do you speak SEO?

WINNER: Sempai & Kams SUMMARY We are a performance marketing agency with more than 11 years of experience in handling eCommerce business in terms of: Adwords, SEO, and Web Analytics. What is most important for us is that regardless of the formally accepted period included in the initial contract, 90% of our clients continue to carry out campaigns with us permanently, prolonging the cooperation for an indefinite period of time. This allows us to further develop campaigns and track the effect of our work, as well as to draw conclusion in the long perspective. We believe that it is precisely because of that reason that we are able to achieve spectacular results for our clients, even at a very limited budget. This was the case for the kams.com.pl e-store - that had a budget of just EUR 500 a month, only for the AdWords media. Thanks to cleverly selecting recipients we've generated an income of EUR 2600 for every EUR 100 spent on advertising. What does winning Best Low Budget Campaign mean for us? We love rivalry, it fuels us to be constantly better. Taking over agencies from other parts of the globe shows us that in Poland we also know how to carry out digital marketing!

JUDGESâ&#x20AC;&#x2122; COMMENTS The judges were impressed with the dedication that Sempai put into this project. They achieved great results and they achieved their strategy. A very worthy winner!

BEST USE OF PR IN A SEARCH CAMPAIGN FINALISTS Aira & On The Go Tours The Wonders of the World According to Instagram PR Campaign Blueclaw & myracing.com The Queen’s Winnings BlueGlass London & Expedia Mythical Creatures Democracy & Cartridge Save A Day In The Life Digitaloft & Missy Empire You vs The Kardashians Propellernet & Evans Cycles Return to Gold Hill SEMrush 40 Most Common SEO Mistakes Study Campaign SLAP Digital & Just Eat How SLAP digital used e-PR to Boost Just Eat Frances SEO Performance Verve Search & Party Casino What Makes a Hollywood Hit? Wavemaker & Swinton Insurance Britain’s Most Dangerous Roads

WINNER: Blueclaw & myracing.com SUMMARY We’re enormously proud of all our work but winning this award is a great recognition of the magnificent work the Blueclaw team can do with tight budgets and timescales. Our work on the Queen’s Winnings campaign – created, researched and outreached over just a few hours with phenomenal results including links from CNN and the Telegraph Is something we’re hugely proud of. As an example of the best of SEO in 2018, this campaign demonstrates the value of PR and the need for tenacity, energy and creativity – hallmarks of our work across search and our other award-winning service areas.

JUDGES’ COMMENTS The judges loved the campaign and thought Blueclaw did exceptionally well. Their work was smart, reactive, creative and highly successful. Sometimes it can be hard to get PR correct for gambling, but they did an outstanding job!

BEST USE OF SOCIAL MEDIA IN A SEARCH CAMPAIGN FINALISTS BlueGlass London & Bloom & Wild Easter Campaign Bluerank & Euroloan Finnish Up with Digital and Highly Optimized Media Mix Bluerank & Tchibo.pl Want More, Create Synergy! Dept & MyJewellery Advanced Search Structure for a Successful Business Story GORM Agency & The Nicolai Malko Competition for Young Conductors Social Media & SEM campaign Merkle | Periscopix & reed.co.uk The Smart Way to ‘Appy Mondays Reprise & Quorn Owning Vegetarian Christmas Wavemaker & Great Western Railway #GWRAdventures Wolfgang Digital & Tesco We Wish ‘UTM’ A Merry Christmas Zeo Agency Digitalzone: Using Social Media Strategy to Generate Natural Links

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WINNER: Bluerank & Euroloan SUMMARY Bluerank is providing services of creating and carrying out online marketing strategies, it is business partner of the biggest companies in Poland and abroad. We provide our clients with solutions that help them shape their online consumersâ&#x20AC;&#x2122; purchase decisions, which are most profitable for them. We specialize in SEO/SEM campaigns, DoubleClick, social media, social ads, and in using Internet analytics for business development. We are the only Polish agency awarded by world experts with five European Search Award statuettes. In 2016, Google acknowledged us to be the best agency in the EMEA region. Participation in the European Search Awards competition is primarily a confirmation of the quality of our work, to which we attach great importance. The awards open doors to the European and EMEA markets, and confirm that intellectual value is beyond national borders and has a common, international dimension. It is also a powerful injection of motivation for the entire team, but also encouragement to bravely compete with the biggest ones, offer a new quality and believe that 'only the sky is the limit'.

JUDGESâ&#x20AC;&#x2122; COMMENTS Bluerank had ambitious targets, clear objectives and achieved great results. This has been a really successful campaign and they should be very proud of what they achieved.

BEST INTEGRATED CAMPAIGN FINALISTS Bluerank & Euroloan Finnish Up with Digital and Highly Optimized Media Mix Crafted & Generator Hostels A Crafted approach to combatting OTAs TUI Hello TUI: SEO Brand Migration Campaign Mediaworks & True Potential Investor Investing in Search Success Merkle | Periscopix & reed.co.uk The Smart Way to ‘Appy Mondays Pole Star Digital & dBs Berlin Growing the Greatness in Everyone Stickyeyes & Solopress If You Thought Last Year was Good, Watch This... Taste, a.s. Taste the Perfect Storage: SEO Rocketed to the Moon Wolfgang Digital & Tesco We Wish ‘UTM’ A Merry Christmas: Solving The Cross-Channel Challenge

WINNER: Bluerank & Euroloan SUMMARY Bluerank is providing services of creating and carrying out online marketing strategies, it is business partner of the biggest companies in Poland and abroad. We provide our clients with solutions that help them shape their online consumers’ purchase decisions, which are most profitable for them. We specialize in SEO/SEM campaigns, DoubleClick, social media, social ads, and in using Internet analytics for business development. We are the only Polish agency awarded by world experts with five European Search Award statuettes. In 2016, Google acknowledged us to be the best agency in the EMEA region. Participation in the European Search Awards competition is primarily a confirmation of the quality of our work, to which we attach great importance. The awards open doors to the European and EMEA markets, and confirm that intellectual value is beyond national borders and has a common, international dimension. It is also a powerful injection of motivation for the entire team, but also encouragement to bravely compete with the biggest ones, offer a new quality and believe that 'only the sky is the limit'.

JUDGES’ COMMENTS This really was a stand out entry. The campaign was really well written. Bluerank had a strategy for communication and really thought about how to target their audience. Creativity shone through – a really impressive campaign.

BEST MOBILE CAMPAIGN FINALISTS Adwise & Kees Smit Tuinmeubelen Omnichannel Mobile Campaign Kanvas Media & LOS40 AMP & Mobile SEO project for Spains Leading Music Radio Station makingSEM & Decathlon Espana Highlighting Visibility and Profitability in Mobile Merkle | Periscopix & reed.co.uk The Smart Way to â&#x20AC;&#x2DC;Appy Mondays Mindshare & Three Wuntu Three App Installs Moccamedia & OPEL Centrally initiated OPEL Austria Dealer Mobile Campaign The Absolut Company Absolut Drinks: Mobile Growth Hacking Up&More & mPay Redefining Public Transport Tickets Zeo Agency & Atasun Eye-Catching Results on Mobile Searches with More Mobile Organic Traffic Zeo Agency & Yemek.com How Did We Increase Largest Recipe Sites Mobile Organic Traffic 316% More?

WINNER: Merkle | Periscopix & reed.co.uk SUMMARY Our campaign demonstrated a sequential, cross-channel approach to solving the specific needs of our client. Instead of focusing on a 'vanity metric' such as app installs, we identified what it was that drove true value for our client, in-app registrations, and found innovative ways to improve their performance. To achieve what we wanted we made use of an array of different platforms and tools, some of which had only been available for a matter of weeks before we launchedmeaning they had no established best practices to follow. We had clearly defined targets and, by adopting the above strategy, we exceeded these by some distance.

BEST PPC CAMPAIGN FINALISTS Bluerank & Tchibo.pl Want More, Create Synergy! Delete & McCarthy & Stone Chasing ROI To The Bitter Spend Impression & WearAll The Human Approach to eCommerce PPC Manning Gottlieb OMD & Royal Mint Going Live with Gold! MediaCom Worldwide & Bose From Google to Amazon: Bose Reseller Search Strategy Noetic & Imperial London Hotels Growing the Direct Channel via Google Hotel Ads and Attribution PromoTraffic & Puccini PPC Campaign for One of the Most Recognisable Leather Goods Brands Receptional & Bill Plant Driving 257% More Conversions and a 161% Increase in Revenue Receptional & Bright Horizons Creating a 3722% Increase in Enquiries The SEO Works & Weldricks Pharmacy PPC Therapy 3007% Return

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WINNER: Bluerank & Tchibo.pl SUMMARY Bluerank is providing services of creating and carrying out online marketing strategies, it is business partner of the biggest companies in Poland and abroad. We provide our clients with solutions that help them shape their online consumersâ&#x20AC;&#x2122; purchase decisions, which are most profitable for them. We specialize in SEO/SEM campaigns, DoubleClick, social media, social ads, and in using Internet analytics for business development. We are the only Polish agency awarded by world experts with five European Search Award statuettes. In 2016, Google acknowledged us to be the best agency in the EMEA region. Participation in the European Search Awards competition is primarily a confirmation of the quality of our work, to which we attach great importance. The awards open doors to the European and EMEA markets, and confirm that intellectual value is beyond national borders and has a common, international dimension. It is also a powerful injection of motivation for the entire team, but also encouragement to bravely compete with the biggest ones, offer a new quality and believe that 'only the sky is the limit'.

JUDGESâ&#x20AC;&#x2122; COMMENTS An innovative, creative and highly successful campaign! Bluerank were extremely clever with their approach and achieved positive results!

BEST SEO CAMPAIGN FINALISTS agenda21 Digital & Vodafone Team Red Project Click Consult & Chill Insurance Driving Chill into Pole Position Click Consult & HomeLet Moving to the Top of the Market Click Consult & Kwik Fit Know Before You Go Digitaloft & Missy Empire You vs The Kardashians Elephate & Oponeo.co.uk SEO Visibility Increased by 733% Peak Ace & kartenmacherei A Data-Driven Marriage UNIQ GmbH Urlaubsguru / Holidayguru Travel Calender Wolfgang Digital & Zurich Life Schooling the Competition Zeo Agency & Yemek.com Increasing Traffic by 400% and Getting Listed on the First Position for All Generic Keywords

WINNER: Peak Ace & kartenmacherei SUMMARY kartenmacherei is amongst the leading greeting card providers in Europe and trusted Peak Ace to take care of their core market to strengthen this position and even extent reach. Peak Ace had the total freedom to do what we believe works best – and we succeeded! Our campaign is a well-executed marriage of tech & creative which helped to increase our client’s overall performance tremendously in just twelve months. Our data-driven approach can be seen everywhere from research to strategy, execution, and of course in our results. Thanks to the fantastic results our client could grow in other important channels as well plus is now heavily investing in additional countries. Winning a European Search Award is a great honour. It is – for kartenmacherei as well as Peak Ace – a great motivation for future campaigns and essentially confirms that hard work totally pays off!

JUDGES’ COMMENTS Peak Ace was able to meet their targets, and significantly out-perform them! They combined different channels, approaches and data and created a seamless execution. A really strong entry.

BEST PAN EUROPEAN CAMPAIGN FINALISTS Clean Digital & BrewDog Equity for Punks European PPC Campaign Crafted & Generator Hostels A Crafted approach to combatting OTAs Crafted & Preferred Hotels A Crafted approach to Filling Rooms Delete & iGuzzini Shedding Light on Multilingual SEO iProspect & AccorHotels Creating a Worldwide Culinary Contest: Social Search and Content Marketing MediaCom Worldwide & Bose From Google to Amazon: Bose Reseller Search Strategy Precis Digital & HBO Europe Connecting the Dots Between Search and Social RS Components How a Fathersâ&#x20AC;&#x2122; Innovation Gives Hope for the Future Verve Search & Expedia Nordics Building World-Class Links Verve Search & Unibet Champions of eSports

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WINNER: MediaCom Worldwide & Bose SUMMARY In FY17, our paid search (PPC) strategy on always-on brand, generic and shopping campaigns resulted in a growth of 68% in revenue year on year (FY16 vs FY17), and therefore we were eager to explore further opportunities outside of Google & Bing to drive incremental revenue for Bose. Research showed us a trend in online shopping where up to 55% of e-shoppers start their purchase journey from reseller websites. Following this observation, we designed a reseller search strategy that would complement our always-on paid search campaign (Google & Bing), expand our paid search portfolio and capture untapped audiences. As a result, our online revenue increased by 191% year on year. The return on ad spend (ROAS) and conversion rate (CVR) was 89% and 132% higher than last year. With our reseller search campaign launched we completed our paid search portfolio coverage and drove additional paid search traffic by 19% which aided in driving higher paid search revenue.

JUDGESâ&#x20AC;&#x2122; COMMENTS The judges felt this entry was a clear winner. MediaCom were creative and original and they achieved what they set out to do by really studying the data. An epic winner!

BEST USE OF CONTENT MARKETING FINALISTS Aira & RegTransfers Driving Sustainable Content Marketing in the Automotive Sector BlueGlass London & Expedia Mythical Creatures BlueGlass Zurich & UPC eSports.ch - Full Stack Content Marketing Digitaloft & Missy Empire You vs The Kardashians MediaVision & Instant Offices Outstanding Growth in the Office Space Sector GoCompare The UKâ&#x20AC;&#x2122;s Ideal Home Propellernet & Evans Cycles Return to Gold Hill Stickyeyes & Hertz Europe The Ultimate American Road Trip Verve Search & GoCompare Building Next Gen Cars Verve Search & Party Casino What Makes a Hollywood Hit?

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WINNER: BlueGlass Zurich & UPC SUMMARY The Swiss telecommunications provider UPC has secured a leading role as an entertainment provider. Their eSports engagement is garnering a lot of trust and credibility within a young and active crowd. BlueGlass’ 3-phases «eSports.ch» campaign started with an infographic, evolved into building the #1 Swiss eSports online hub and eventually turned into a video production start-up with its own TV show. BlueGlass Zurich spotted the potential in an early stage. The first-mover engagement granted UPC the top-dog and expert role. Today the high-quality, multi-media content is created and spread online regularly and creates a huge engagement within the target audience. eSports.ch powered by UPC covers all aspects and levels of content marketing per definition and is now an independent, large-scale and integrated content marketing medium, probably one of a kind in Switzerland.

JUDGES’ COMMENTS This particular entry really stood out to the judges. It was clear that BlueGlass stepped out of their comfort zone and created a brilliant marketing campaign. They thought outside of the box and covered every aspect of content marketing. A very worthy winner!

BEST INNOVATIVE CAMPAIGN FINALISTS Authoritas & Priceminister.com Automating Insights at Scale from the Web Graph for MarketBeating SEO Growth Core & KBC Ireland The Future of Mortgages Impression & Nu Heat Achieving Position 0 Kanvas Media & LOS40 AMP & Mobile SEO Project for Spains Leading Music Radio Station Kubix Digital & Sinpas Selling Houses Was A Piece of Cake with Innovative PPC Campaigns Manning Gottlieb OMD & Royal Mint Going Live with Gold! Maxlead & Marktplaats Real-Time Temperature Based Bidding Strategy within Paid Search Advertising MediaCom Worldwide & Bose From Google to Amazon: Bose Reseller Search Strategy Search Laboratory & Mars Petcare Using Advanced Analytics to Drive Performance from Amazon Marketing The Media Image & AVON North America A Gateway to Savings

JUDGESâ&#x20AC;&#x2122; COMMENTS This particular campaign went beyond traditional search engine marketing. It was innovative and MediaCom displayed evidence of creativity throughout the entry. They had a well thought out strategy that achieved stunning results.

BEST SOFTWARE INNOVATION FINALISTS Authoritas & Priceminister An Automated Approach to Building and Implementing a Rocking SEO and Content Marketing Strategy Back Azimuth Consulting Back Azimuthâ&#x20AC;&#x2122;s HREFLang Builder Botify Botify Keywords ContentKing Real-Time SEO Auditing and Content Tracking factor-a & amabid Dominating Amazon Search through AMS Bid and Campaign Automation OnCrawl SEO Crawler & Log Analyzer SEOmonitor.com Meaningful SEO Reports. Predictable Performance. ROAST An Industry First: Voice Search Ranking Report theWebShed The Onsite Optimiser Trisolute Software GmbH Trisolute News Dashboard for Mobile and Desktop

WINNER: Authoritas & Priceminister SUMMARY The software developed by Authoritas and implemented by Priceminister.com, delivered exceptional results, +41% organic visibility within 2 months and 56.6% within 8 months. •

I nnovation in design - Solved a short-coming of existing competitive intelligence tools that don’t fully understand the complexities of modern markets. The software can; i) analyse a whole market; ii) discover all opportunity keywords; iii) discover ‘Authority’ in each niche;

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echnological Innovation - A unique solution: millions of commercial T keywords + Web Graph technology + Machi ne Learning + automatic matching product catalogue + Google crawl predictor;

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I nnovation in Big Data and data-science – automating insights at the scale of the search engines (~ 500m rows of data, ~ 970m graph relationships p/week) using machine learning algorithms to prioritise thousands of clusters of relevant keywords.

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I nnovative Implementation – To have a meaningful impact on site traffic and eCommerce revenue, the solution had to operate on a massive scale. The solution automatically discovered market opportunities (clusters of relevant keywords) and matched them to the clients’ product catalogue to discover content gaps that could be filled by creating new landing pages.

With Brexit fast approaching, winning Best Software Innovation shows that an ‘Entente Cordiale’ can still produce great results!

JUDGES’ COMMENTS This campaign showed impressive growth in search visibility. Authoritas were innovative with their ideas and created a really well thought out campaign with fantastic results.

BEST PPC MANAGEMENT SOFTWARE SUITE FINALISTS Dept ELI: E-mail List Importer Kenshoo Kenshoo Search Marin Software Marin Search SEMminer SEMSEO: The perfect tool to define and improve your search engine marketing strategy

WINNER: Marin Software SUMMARY Marketers use Marin Software to measure, manage and optimise billions of dollars in annualised search ad spend. No one manages more than Marin, other than Google and Bing. Marin partner with some of the world’s leading brands and agencies including: MoneySupermarket.com, Confused.com, BuyAGift, Coty, American Express, Pandora, Carwow, Mango, Virgin Atlantic, Europcar, EasyJet, Starcom, Mediacom, Havas Media and more. We’re hugely proud of the product we’ve developed. Constantly developing and updating our service is essential to success, that is why we invest a fifth of our revenue in R&D. We work with clients all over Europe with proven ROAS so winning an award that is recognised by all of Europe will serve as an excellent endorsement and further establish our platform as a leading European SEM advertising solution.

JUDGES’ COMMENTS The judges loved how passionate Marin Software were about search and giving marketers the tools they need. They are constantly updating their products and showing evidence of continued investment. A really impressive entry and worthy winner!

BEST SEO SOFTWARE SUITE FINALISTS Botify OnCrawl SEO Data Platform ScribbleLive | Linkdex

WINNER: OnCrawl SUMMARY OnCrawl is a data-driven onsite SEO crawler and log analyzer for enterprise SEO audits and daily monitoring that delivers the unique fingerprint of every page of a website. We daily help 600+ companies to improve their traffic, rankings and revenues and build their SEO strategies with confidence. We work with very large e-commerce websites, online publishers but also smaller websites and we help them tackle at scale major SEO issues and concerns. Winning an award is a true recognition from our peers on the EU market where we are working with world-known companies and great SEO teams. Over the past years, we have achieved the next generation of SEO Data Platform. This prize would also reward our great teams and their involvement, development and creativity.

JUDGESâ&#x20AC;&#x2122; COMMENTS The judges were impressed with the fast and continued growth of this software suite. They had an accurate SEO strategy which has paid off. OnCrawl deserve true recognition for this entry, well done!

BEST SEARCH SOFTWARE TOOL FINALISTS Back Azimuth Consulting Back Azimuthâ&#x20AC;&#x2122;s HREFLang Builder Barracuda Digital UK Panguin Tool: Demystifying the effect of Google algorithm updates on traffic and rankings Botify ContentKing Real-Time SEO Auditing and Content Tracking factor-a & amabid Dominating Amazon Search through AMS Bid and Campaign Automation Marin Software Marin Search OnCrawl SEO Crawler & Log Analyzer SEMminer SEMSEO: The perfect tool to define and improve your search engine marketing strategy Swydo Trisolute Software GmbH Trisolute News Dashboard for Mobile and Desktop

WINNER: Back Azimuth Consulting SUMMARY Back Azimuth works with some of the largest companies solving complex SEO problems. We submitted our HREFLang Builder as the best Search Software Tool to reward the team for the amazing work they have done to make the impossible, possible. Our claim as the Best Search Software Tool is based on it being both revolutionary in technology and essential for large multilingual sites. Enabling large-scale global sites to easily map their global sites based on in URL tags, meta tags, and even harder language mapping between languages and separate sites. No other tool has been able to do this type of mapping and not at the scale of millions of URL combinations and create validated XML files. Winning this award means that both HREFLang Builder and HREFLang as a tactic, are seen by our industry, as critical to the overall success of SEO programs for global businesses.

BEST IN-HOUSE TEAM FINALISTS GoCompare Search Team Hangikredi.com Marketing Team MoneySuperMarket Digital Team UNIQ GmbH SEO Team

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WINNER: MoneySuperMarket SUMMARY MoneySuperMarket are a leading price comparison site helping customers save money on their household bills. Last year we helped Brits save an estimated ÂŁ2 billion in total. The 2017 objective for the MSM Digital team was to be a central hub for the wider marketing team by leveraging marketing data for PPC, social, SEO and amplification of TV advertising to increase brand engagement whilst increasing efficiency in Digital and dominating the search market to deliver core trading for MSM. We are very proud to win the Best In-House Team at the European Search Awards for the market leading work the digital team has produced across all disciplines giving the team the external recognition that they truly deserve.

JUDGESâ&#x20AC;&#x2122; COMMENTS The judges were impressed with how much the team had achieved in the past year. Their objective was clear and they strived to be innovative in different ways such as utilising data. They achieved outstanding results and they massively exceeded their KPIs.

BEST SMALL INTEGRATED SEARCH AGENCY FINALISTS ASSISTED. BlueGlass Zurich Further Harbingers Kubix Digital Mayalukas MediaVision Receptional Semetrical Zeo Agency

WINNER: Receptional SUMMARY We live in a mobile world in which cross-device, cross-channel marketing is a fact of life. Often, it’s a challenging, chastening and frustrating fact of life… but one we embrace. In this newly mobile, multi-channel world, marketing has become more complex. And the best agencies are cultivating a broader range of skills, embracing better internal co-ordination and developing a more rigorous approach to project planning. Which is why, at the start of 2017, Receptional set out a strategy to improve the quality of its work and people. We wanted to broaden and deepen the team’s skills while improving our understanding of clients and their businesses. We stuck to our plan. We have recruited designers, developers and sector specialists. We have upped our training: we set up a year-long programme so that every week we improve our skills. Our staff retention rate is 96%. What’s more, we revamped both our marketing and internal processes, so we’re better able to communicate the benefits of working with Receptional. Our client retention rates (92.6%) have never been so strong. And we are signing more new clients, too. Never before has the business grown so quickly. We’re confident the challenges of a multi-screen world have made us more effective, more enthusiastic and better integrated than ever before.

JUDGES’ COMMENTS This agency has completely transformed over the past few years and has grown quickly. They have experienced great success commercially and are innovative with their ideas and launching new services. Receptional have some fantastic testimonials from their customers which mirrors the company and how well they are doing.

BEST LARGE INTEGRATED SEARCH AGENCY FINALISTS Core Crafted Croud Found. iProspect UK & Ireland ROAST Search Laboratory Wavemaker Wolfgang Digital Yourposition

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WINNER: Wolfgang Digital SUMMARY “In the long history of humankind (and animal kind, too) those who learned to collaborate and improvise most effectively have prevailed.” - Charles Darwin At Wolfgang Digital we believe this observation on evolution applies to industry too. It is perhaps most relevant to the fastest moving industry in the world; Performance Digital Marketing. Our entry for Best Large Integrated Agency displays how Wolfgang Digital demonstrates collaboration and improvisation to synthesise not just exceptional digital marketing for our clients, but extraordinary business intelligence too. The case studies illustrate cross-channel integration as well as online and offline integration in bold new ways. Winning this award is a tremendous validation of how creating a culture of collaboration and improvisation has propelled Wolfgang Digital to the fore of the pack.

JUDGES’ COMMENTS The judges loved how Wolfgang were able to demonstrate their culture of collaboration and improvisation throughout the entry. Their mission is to create exceptional digital marketing and they have done exactly that. A very worthy winner!

BEST SMALL PPC AGENCY FINALISTS Adwise BoostRoas Docklin Digital Fluid Digital Kubix Digital Mabo Media Promotraffic Receptional Semetrical The Engine Iceland

WINNER: Mabo Media SUMMARY Mabo Media are a PPC Management specialist agency based in the North East of England. Our PPC Management service has been developed to improve eCommerce retailers performance through Google and Bing’s PPC Channels. We had a fantastic year in 2017 at Mabo Media. Early in the year we were hand selected by Google as 1 of 5 UK based agencies to pilot their Vanguard programme. Vanguard is an initiative put forward by Google to help people improve performance through mobile. We also achieved the last of the five AdWords specialisation certifications. At the time of writing this entry there are only 26 UK based Google partner agencies that have specialisation in all five facets of AdWords. We were also proud to have been selected as 1 of 104 UK agencies to be a partner of Bing. As an agency we are now managing just over £2m worth of spend on behalf of our 300 clients. Showing rapid growth over our four and a half years of trading. The year was topped off by being shortlisted for awards at the UK Search Awards and the Northern Digital Awards. We are a fast-growing, award-winning specialist PPC Management agency looking to become the BEST and biggest PPC Management agency.

JUDGES’ COMMENTS The judges loved how passionate Mabo Media were about achieving their goals and objectives. They have achieved so much over the last 12 months and were able to stand out in a crowded market.

BEST LARGE PPC AGENCY FINALISTS Crafted Greenhouse Group BV (Blue Mango Interactive & Fresh Fruit Digital) Hallam Internet Impression Merkle | Periscopix Precis Digital SIDN The Media Image Wolfgang Digital

WINNER: Precis Digital SUMMARY Submitting entries to awards is a company-wide effort that involves all the client teams at the company. It is a way for us to summarise the most successful work that we have done during the year to find out how this stands against the rest of the industry. Winning therefore means a great deal to us. It is an acknowledgement that the hard work pays off, and it triggers us to keep going and not settling with 'good enough'.

JUDGESâ&#x20AC;&#x2122; COMMENTS A fantastic entry showing evidence of delivering great results to their customers. Precis Digital's focus on innovation, ambition and vision made them stand out from the rest, a clear winner!

BEST SMALL SEO AGENCY FINALISTS BlueGlass London Bulldog Digital Media Caliber Digitaloft Elephate Evolved Digital Marketing Ltd Kubix Digital Reddico Semetrical

WINNER: Elephate SUMMARY We are an SEO and online marketing agency of 24 people who go above and beyond what is required to optimise websites for better visibility and functionality. We also do our best to promote our clients’ brands doing Content Marketing campaigns and reaching out to media and bloggers from a given niche. As a company, we put great emphasis on people, both clients and employees. We believe in a relationship-based work culture and this is how we operate on a daily basis. We are always happy to collaborate with one another, bounce even the craziest ideas and learn from one another. While we are still striving for better performance, we are proud to be where we are today, because it’s an outcome of intensive work done by the entire team. Winning this award means a lot to us, because it is great recognition for our commitment and an amazing motivational kick to work even harder! :)

JUDGES’ COMMENTS The judges were impressed with Elephate's approach to gaining fantastic results and growing organic traffic. They are experts in this field and their happy clients are examples of how great they are!

BEST LARGE SEO AGENCY FINALISTS Blueclaw Click Consult Hallam Internet Impression Internet Republica SIDN Verve Search Wolfgang Digital Yard

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WINNER: Impression SUMMARY Impression is a multi-award winning digital marketing agency that specialises in data-driven approaches and results-focused campaigns. Founded in 2012 and employing its first member of staff in 2014, Impression has grown quickly through sustainable yet creative campaigns that help theirclients achieve their goals. The agency is now well-known on the search marketing circuit, having appeared on stage at events including Brighton SEO and Hero Conf, and is due to appear at SMX Munich this year. The team also regularly contributes to industry known publications such as Search Engine Journal, Search Engine Land, PPC Hero and more. Today, Impression is a thriving agency employing more than 30 people in roles across SEO, PPC, PR, CRO, content marketing, web design and web development. Having won the Best Small PPC Agency Award at last year’s European Search Awards, the team recognises the huge value to be gained through winning an award. To win again this year will further solidify the fledgling agency’s now strong position in the industry, and will instil further trust in this relatively young, yet highly successful, team.

JUDGES’ COMMENTS The judges loved how invested this agency is, not only with their clients but also with their team. The culture within the organisation is great, they encourage personal development and invest in future talent which is key for the growing agency.

YOUNG SEARCH PROFESSIONAL OF THE YEAR

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WINNER: Ellie Pritchard, Digitaloft SUMMARY Digitaloft are a specialist content-led SEO agency situated in the Lake District in the North West of England. That’s right; surrounded by hills, fields, lakes and sheep; there’s a team of geeks huddled up in an office, creating some big-hitting content campaigns which drive phenomenal results. Ellie Pritchard joined Digitaloft in January 2017, aged 22, just six months after graduating Lancaster University with a 1st in English Language & Creative Writing. Her role was initially as a ‘Junior Content Marketer’ with her day to day tasks involving copywriting and research. Within six months, it became clear that Ellie had found a field which she loved and was putting in the time outside of the office to develop her skills, understanding and knowledge of creative content marketing. Ellie quickly became the ‘ideas machine’ of the office; the one who was able to see a story in just about anything. And when we say a story, we mean one which the press love and which earns targeted coverage for our clients. As a result of an increased involvement in a number of successful campaigns, Ellie was promoted to ‘Content Marketing Manager’ in September 2017. We couldn’t ask for a brighter, more responsible or dedicated team member to head up our content team – Ellie is a real asset and continues to grow professionally on a weekly basis! Her results are outstanding and rival that of some of the UK’s best content marketers with years of experience. Age is just a number; dedication and passion is everything!

EUROPEAN SEARCH PERSONALITY OF THE YEAR

WINNER: Aleyda Solis, Orainti SUMMARY Aleyda Solis is a well known and highly experienced International SEO consultant, providing personalised and strategical SEO advice, training and on-going support through her boutique SEO consultancy Orainti, from where she helps from multinationals to startups across the world in competitive industries and complex environments requiring a highly personalised, in-depth and scalable approach towards organic search growth. Aleyda was included in Forbes top 10 online marketing experts to follow in 2015, in Entrepreneur as one of the 50 online marketing influencers to follow in 2016 and in Hubspot as one of the 59 Female Marketing and Growth Experts You Should be Following. She has also been interviewed in publications such as The Huffington Post and in Google Partners Podcast. A very worthy winner of the European Search Personality of the Year2018!