Search Award 2025: Double victory for Webrepublic
The German Digital Economy Association (BVDW) and the IAB are honoring the best search engine marketing projects for the first time. The awards ceremony took place during this year’s DMEXCO in Cologne. The large number of submissions and Switzerland’s strong showing are particularly encouraging.
Three of the four winning projects fall into the "Search Engine Advertising" (SEA) category. One project from each of the three sub-categories "Best Multi-Channel SEA Campaign", "Best Full-Funnel SEA Strategy/Campaign (incl. YouTube & Display)" and "Best Small-Sized SEA Campaign" received a Search Award.
Swiss contributions shine
Webrepublic won two categories at once: With "Making zombies visible - identifying slow sellers", the Zurich agency won the sub-category "Best multi-channel SEA campaign". As part of the project, Webrepublic developed an intelligent bidding algorithm for its client Lehner Versand / VEDIA SA. This identified inefficient products (zombie products) with the aim of specifically increasing the performance of these products. The result: fewer "zombie products", more impressions and a higher return on ad spend (ROAS) in the campaign.
The "Improved travel capacity utilization thanks to automation" campaign for Twerenbold Reisen AG won in the "Best Small-Sized SEA Campaign" category. Automated campaign management helped to advertise free travel seats more efficiently and significantly increase occupancy.
"We are delighted with the strong participation from Switzerland and the great success of the Swiss entries in the first Search Award. It shows that our members also have great expertise and impressive best practice in the search sector," emphasizes Urs Flückiger, Managing Director of the IAB Switzerland Association.
munique.io won the sub-category "Best Full-Funnel SEA Strategy/Campaign (incl. YouTube & Display)" with its campaign "With SEA Full-Funnel to Subscription Success" for the client KIA Flex. The aim was to generate actual bookings from constant traffic using a data-driven SEA full-funnel strategy. The campaign impressed with its AI-friendly, user-centered SEA setup and precise targeting.
SEO: User centricity is a clear advantage
The award for the SEO sub-category "Best B2C SEO Strategy & Implementation" went to Claneo. The campaign "From chaos to clarity: user-centered SEO strategy" for Bausparkasse Schwäbisch Hall impressed the jury with its well thought-out information architecture and consistent focus on users. The campaign increased visibility in the organic ranking and the performance of selected channels such as paid or social media.
"SEA and SEO are no longer pure performance tools. Both disciplines combine strategy, technology and creativity. These integrated and user-centered approaches will shape the future of search engine marketing," says Jens Fauldrath (get:traction), jury president of the Search Award and chairman of the BVDW's "Search" working group.
Strengthen innovation
The aim of the Search Awards is to highlight successful approaches in search engine marketing and thus strengthen the innovative power of the discipline.
"The Search Award contributes to the professionalization and continuous progress of SEO and SEA. For us as an association and professional sponsor of DMEXCO, it is important to present the winners and best practices here on the stage in Cologne. It is the place where we can reach the industry and engage in direct exchange," emphasizes Anke Herbener, Vice President of the BVDW.
