Program

Friends of Search 2025 > Speakers > Program

March 13

	Room 1	Room 2	Room 3
08.30	Doors open 08.30 09.30
08.45
09.00
09.15
09.30	Opening Friends of Search Speaker: Reuben Milne 09.30 09.40
09.45	Fred’s extreme use cases of generative AI to make you a better marketer Speaker: Frederick Vallaeys 09.45 10.20 Beyond Rankings: Strategies for Earning Digital Visibility Speaker: Jes Scholz 10.25 10.55 Morning Break 10.55 11.15	Google Changed the Rules of SEO: The Aftermath, 1 Year Later Speaker: Lily Ray 09.45 10.20 Many DTC brands succeed with Meta Ads but struggle to make Google Ads work at the same level. Why? Speaker: Andrew Lolk 10.25 10.55 Morning Break 10.55 11.15
10.00
10.15			PPC case Veneta: Learnings from making Microsoft Advertising a core part of our strategy Speaker: Andrea von der Haar, Marc Oldenburger 10.25 10.55 Morning Break 10.55 11.15
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11.15	Modern Measurement in practice with Pandora: open-source MMM, incrementality & advanced attribution Speaker: Katharina Hanke, Ana Carreira Vidal 11.15 11.45	Binance case: mastering SEO in high competitive & rapid changing industries Speaker: Dinesh Sivapragsam 11.15 11.45	Using your competitors to supercharge your PPC results Speaker: Lottie Namakando 11.15 11.45
11.30
11.45	How to scale traffic in Europe with Digital PR Speaker: Carrie Rose 11.50 12.20 Lunch 12.20 13.05 Mythbusting the Internet: A Data-Visualized Journey of How Web Use Has Changed Speaker: Rand Fishkin 13.05 13.50 Announcement winners Friends of Search Awards 13.50 14.05 Winner Friends of Search Awards (PPC) 14.10 14.30	Advanced PPC Targeting Strategies for 2025 Speaker: Jyll Saskin Gales 11.50 12.20 Lunch 12.20 13.05	Structured Data – A deep dive into its history, myths and future Speaker: Jarno van Driel 11.50 12.20 Lunch 12.20 13.05
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14.00		Winner Friends of Search Awards (SEO) 14.10 14.30
14.15		Winner Friends of Search Awards (SEO) 14.10 14.30
14.30	From Chaos to Control: Building Smarter PPC Account Structures in 2025 Speaker: Sam Tomlinson 14.35 15.05 Word to Your MUM: Unraveling the Unknown Powerhouse of Google Algorithms Speaker: Cindy Krum 15.10 15.40	What search engines and humans want in a web site Speaker: Martin Splitt, Bartosz Goralewicz 14.35 15.05 AI in Microsoft Advertising: How automation strategies can drive impact Speaker: Kevin Salat, Ka-Lam Man 15.10 15.40	SEO isn’t dead, it’s our approach that should be buried – Helpful content & EEAT are not a strategy Speaker: Chantal Smink 14.35 15.05 Local SEO & PPC: how Google Business Profiles drive sales – lessons from Quiosk Speaker: Nick de Leeuw, Michel van Luijtelaar 15.10 15.40
14.45
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15.45	The Ever-Evolving Search Landscape: Unlocking Value, AI and Charting the Future with Google Speaker: Birgit Boing, Michel Nienhuis 15.45 16.15	Branding Imperative: The Competitive Edge for SEO in 2025 Speaker: Bastian Grimm 15.45 16.15	From PPC to Paid Media: Bridge the gap to YouTube and Meta advertising Speaker: Liam Wade 15.45 16.15
16.00
16.15	From Artificial to Authentic Intelligence: The Future of Answer Optimization, from Search to Social Speaker: Wil Reynolds 16.20 17.00	Your Invisible Team: Growing with AI Agents Speaker: Mike Rhodes 16.20 17.00
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17.00	Drinks & Bites 17.00 19.00	Drinks & Bites 17.00 19.00	Drinks & Bites 17.00 19.00
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