While we’ve had the opportunity to collaborate with Hajduk on digital projects in the past, this sponsorship takes our relationship one step further. Building on the work we’ve already accomplished together, it opens the door to developing even more ambitious digital initiatives that support the Club’s continued growth.

For Hajduk, digital operations continue to play an increasingly important role across campaigns, advertising, ticketing, the Club’s webshop, sponsorship activations and many other projects. Supporting initiatives of this scale requires strategic thinking, careful planning and a measurable approach – areas where we’re excited to contribute our expertise and experience while helping bring new ideas to life.

“We are delighted to welcome SeekandHit to our sponsor family. This partnership builds on our existing digital collaboration and will help us create even more value for our supporters through data-driven campaigns,” said Marinka Akrap, HNK Hajduk Board Member.

The partnership also reflects the growing importance of digital expertise in the business of sport. From campaigns and advertising to sales, ticketing and sponsorship activations, digital channels have become an integral part of how sports organisations engage their audiences and create value for both supporters and partners.

“This partnership holds special value for SeekandHit. As a Split-based company, we are proud to join Hajduk’s network of sponsors and build on our existing collaboration.

Our role is to help partners work smarter and more efficiently through digital channels. Hajduk offers significant potential for innovation, and we look forward to developing projects that combine our digital expertise with everything that makes the club unique,” said Mario Frančešević, CEO of SeekandHit.

Check the full interview here!

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If this year your job is all about managing shopping campaigns, here are our top 5 takeouts from Google’s conference and what we’re doing on our end at SeekandHit to adapt.

1. Agentic Commerce & Universal Commerce Protocol (UCP)

As you may have heard, fully agentic commerce is already being tested in the USA.

By chatting with Gemini, it allows a shopper to find a product and check out without ever touching the website. Not only are they able to make purchase considerations in a chat, but they can fully close the transaction by letting an agent do it for them (thanks to the UCP protocol).

According to Google, so far only 24% of people are willing to have an agent closing the purchase. Still, it drastically reduces the time-to-buy, since customers get served a-la-carte solutions, or are being sent to checkout urls with their personal information pre-filled.

In other words, we are no longer marketing human customers only, but a machine too.

• What do you need to do? Audit your Merchant Center technical setup now. Double check your dynamic inventory, enable direct checkout URL, check the new Q&A and related product fields in the feed.

2. The messy middle is getting shorter

The lengthy exploration and evaluation parts of the purchase process are shortening drastically. A purchase decision that used to take months is now shortened to a span of an afternoon, all thanks to AI.

Google’s data shows that 75% of shoppers agree they can make more confident purchasing decisions specifically because of AI Overviews and AI Mode. Indeed, in this over-informed era, providing comprehensive product data is essential to simplify the purchase process and guide consumers effectively.

• To Do: Make sure you are providing all the necessary information on each product. In the Q&A field in the Feed you can answer the most important insecurities in a talkative manner. Also, inspect your attribution paths periodically – we expect to see a lot more ai_assistant touchpoints in the customer journeys.

3. It’s a Brand-first world

According to Google, consumers are willing to spend 7x more for brands they love.

While agentic and machines can serve up the specs and prices, your brand is still the main character. It’s the only vibe check that really removes the doubt and gets the purchase.

Brands need authentic, relatable voices, video, and real consumer testimonials to build deep identity alignment. If there is a defined brand, it was never easier to build creatives. Start using these capabilities, there is a first-to-market potential.

• To Do: Check out the FeedGen, start rotating your visuals, create videos for your products.

4. Feed improvement: from Hygiene to Optimisation and Growth

Google gave us a simple but beautiful way of thinking about the feeds. They talked about upgrading your feed from its starting point: from technical correctness to feed hygiene, optimisation and growth. But what does this entail?

You upload your first feed, start a couple of shopping or PMAX campaigns and they start bringing in the revenue. It is a technically correct feed and it functions, but you can do so much by doing the minimum. That is where hygiene comes into play.

For example titles not shorter than 90 characters, descriptions not below 500 words, Global trader item number (GTIN), ID, stock keeping unit (SKU), manufacturer part number (MPN) added etc. That is feed hygiene, it is a bit above technical correctness, low effort with a huge payoff.

To Do: Check if you are uploading all the optional fields in the merchant center and check the main fields: are you giving them the necessary minimum (slightly above technical requirements)?

Feed optimization goes a bit further. Are you testing those listings, titles, descriptions and rotating your creatives? How are you measuring the impact? Do you have all the necessary elements in the merchant center like product ratings and customer reviews added?

To Do: Devise a process that continually improves your feed. Check FeedX and FeedGen open source products. How are you structuring your products? Are you using custom labels?

Feed growth as the ultimate goal, entails a step further. It looks at your business goals and tries to optimize accordingly through the feed and shopping campaign logic and structure.

To Do – Consider this:

• Are you pushing products that are basket generators?
• Which products are pulling new customers?
• Are you omnichannel – if so – is this accounted for by your shopping campaigns?
• Are local inventory ads active?
• Do you push inventory clearance through shopping?

These are just some of the considerations to take into account. If you want to know more or need a campaign check, get in touch with us.

5. AI Max for Shopping & Direct Offers

In relation to all things AI, and the tendency of search queries that are getting longer and longer, Google is rolling out campaign features tailored specifically for conversational queries.

• AI Max for Shopping: Uses Gemini on the fly to rewrite ad copy, match landing pages dynamically, and pick the best creative format based on how complex the user’s prompt was.
• Dynamic Summaries & Direct Offers: Ads in conversational search will now include small AI-generated “why this fits your search” snippets. You’ll also be able to trigger specific discount codes or bundles directly inside the chat response when purchase intent is super high.

The future of e-commerce is clearly shifting toward agentic and conversational experiences, but your brand’s unique identity remains the ultimate anchor in this AI-driven landscape. If you’re ready to master these new shopping fundamentals and future-proof your strategy, let’s navigate this evolution together—get in touch with us at SeekandHit to see how we can optimize your performance today.

The post 5 Things We Learned at Google Shopping Forum Munich appeared first on SeekandHit.

For modern performance marketers, the mandate is clear: we must master the tools of automation without surrendering the steering wheel.

1. Google Ads Bidding & Automation: The Rebranding of Control

Perhaps the most symbolic update of the fortnight is the official return of familiar, explicit branding. Google Ads has brought back the Target CPA and Target ROAS naming convention to its bidding workflows. For years, these strategies were nested beneath “Maximize Conversions” and “Maximize Conversion Value.” This interface shift marks a return to clarity, allowing media buyers to align bid strategies directly with corporate financial KPIs without wading through platform euphemisms.

Managing Budgets and Safety Nets

Automation is also adjusting how it behaves in budget-constrained scenarios. The latest update to target-based bidding for budget-limited campaigns changes how the system adjusts targets to maximize efficiency when daily caps are reached. Additionally, to ease transitions toward fully AI-driven structures, Google announced that the Dynamic Search Ads (DSA) automigration has been delayed to February 2027, giving brands breathing room and offering fresh AI Max reporting guidance and DSA transition plans to ensure smoother operational migration.

Auto-Enrollment & First-Party Signals

Data quality remains the lifeblood of successful automation. Google is taking a more aggressive posture on first-party data collection by automatically enrolling advertisers in conversion-based customer lists and introducing automated classification features to automatically classify conversion-based customer lists. This is complemented by the launch of a beta for supplemental conversion data, giving advertisers an official pathway to feed secondary high-quality signal inputs directly to bidding algorithms.

2. Shift to “Zero-Click” and Rethinking PPC Metrics

The structural nature of search is undergoing a profound mutation. Groundbreaking data indicates that Google Search traffic sending clicks to the open web has dropped to 23%. As AI Overviews and rich snippets answer user intent directly on the search engine results page (SERP), the traditional click-through-rate (CTR) is losing its monopoly on success.

This structural shift requires a philosophical pivot. Marketers must accept that attribution and impact are no longer the same thing in PPC. If you only measure value through direct-click attribution, you risk turning off top-of-funnel campaigns that are establishing critical baseline awareness inside zero-click AI modules.

Furthermore, to maintain efficiency in a high-automation landscape, auditing for structural errors is vital. A study uncovering 11 PPC errors in recent B2B audits highlights how legacy campaign settings bleed cash. Media buyers must also be on high alert for dashboard discrepancies, such as the recently reported issues with Google’s Search Lost Impression Share reporting, which can lead to misguided bid adjustments if accepted at face value.

3. The New AI Battleground: Conversational Search & Social Commerce

The advertising map is expanding rapidly as alternative environments challenge Google’s dominance.

• OpenAI Ads Manager (Beta): The tech world is watching closely as OpenAI builds out its monetization architecture. The company has officially launched product feed ads in its Ads Manager beta and has expanded ChatGPT Ads Manager beta access to UK advertisers. Conversational AI placement is moving from a theoretical future to a live Q2/Q3 2026 performance channel.
• Microsoft’s Precision Targeting: Microsoft continues to leverage its unique data partnerships. The platform has released Product Explorer for catalog insights and significantly upgraded its LinkedIn connection, expanding LinkedIn targeting with job seniority filters and executing further enhancements to job seniority targeting parameters.
• Meta & Social Commerce: Meta is focusing heavily on reducing checkout friction, expanding live shopping ads and virtual card checkouts to capture direct transactional volume in-app.

4. UI Quality Controls, Placements, and Analytics Hygiene

The ecosystem’s evolution is accompanied by tactical placement shifts and hygiene requirements designed to combat ad fatigue and maintain user trust.

• Placement Shakeups: Google has started migrating Gmail Ads to the bottom of the Promotions and Social tabs, forcing advertisers to optimize for top-of-tab visibility or rethink desktop Gmail as a high-intent placement.
• Creative Enhancements: To boost engagement, Google added automated Voiceover Video Enhancements, launched a Leads Section directly for Lead Forms live in-UI, and introduced the highly anticipated multiple image assets running alongside sitelinks.
• Ad Safety and Disclaimers: Reflecting tighter regulatory landscapes, a new Text Disclaimer Asset has arrived in Google Ads. This sits alongside Google’s expansion of its limited ad serving policy on Search to prevent unverified brands from launching high-volume campaigns instantly.
• Analytics & Verification: Technical setups are getting cleaner. Google Analytics has rolled out critical updates, adding source grouping and hostname filtering in GA4 to keep spam and development environments from muddying performance data.

Key Takeaways for Advertisers

1. Re-architect Performance Max Goals: Ensure your campaigns are not cannibalizing brand equity. Utilize the newest features to make Performance Max focus strictly on net new customers.
2. Audit Data Plumbing Immediately: With GA4’s new hostname filtering and Google’s automatic customer list matching, your first-party data connections must be flawless. Ensure you have activated the Shop Diagnostics tab in the Conversions section to catch feed and transaction errors early.
3. Prepare for Conversational Inventory: OpenAI’s product feed expansion is real. Build out feed structures that can adapt to conversational, query-less retrieval styles.
4. Embrace Post-Click Reality: As open-web traffic percentages drop, restructure your performance reports to measure holistic business impact, using incremental lift studies rather than over-relying on single-click attribution touchpoints.

Disclaimer: This blog post and accompanying podcast have been fully produced with Gemini AI, and reviewed by a human being, following weekly news-digest meetings at SeekandHit.
For more information contact info@seekandhit.com.

The post Marketing Weekly Digest Blog #8: Performance marketing in the zero click era appeared first on SeekandHit.

If you’re still relying solely on the standard browser side Meta Pixel, you aren’t just missing edge cases. You’re likely losing a big portion of your customer journey. Between ITP, ad blockers, and cookie consent shifts, the traditional setup is not adequate anymore.

In travel, the customer journey involves multiple high-intent touchpoints, so losing data not only messes up your reports but also hurts Meta’s optimization.

The “Invisible Traveler” and Meta’s Attribution Shift

Travel companies usually rely on events like “Search” and “View Content” to create dynamic remarketing audiences. However, many users leave the site before the standard browser-side Pixel can record these events.

This is becoming even more critical with Meta’s recent move to align its attribution logic with GA4. Meta is shifting to a stricter, intent-based model by distinguishing between passive engagement and active clicks. The result – your metrics might look worse, but it’s just a more accurate way of tracking actions.

To navigate this, Meta CAPI has moved from a “best practice” to a technical necessity. Without it, you simply don’t have the infrastructure to verify Meta’s data against your actual source of truth.

Restoring the Signal

We moved this client to a server-side GTM setup, implementing Meta CAPI alongside the existing Pixel. The goal was to capture the data that never made it to the browser.

It is important to note: Meta CAPI and server-side tracking are not ways to “get around” GDPR or bypass user consent. In fact, server-side GTM gives you better control over what data is sent and to whom. It’s about restoring the quality of the signal for users who have consented, not about collecting data that shouldn’t be collected.

Comparing the CAPI data against the Pixel-only baseline showed exactly what was being left on the table:

1. PageView Recovery (+101.2%)

The biggest gap was at the top. We saw a 101.2% increase in reported PageView events. The client was effectively blind to half of their site traffic. Recovering this didn’t just “fix” the numbers; it doubled the size of their top-of-funnel retargeting pools.

2. Capturing Intent: Search (+35.5%) and View Content (+37.5%)

In travel, events like the “Search” and “View Content” are important for recognizing intent and retargeting those users. Capturing 35% more of these signals means your dynamic ads become significantly more efficient. You’re finally showing the right room to the person the Pixel would have completely missed.

3. The Actual ROAS: Purchase (+37.3%)

If your reporting shows a 2.0x ROAS, but you’re actually hitting a 2.7x because CAPI is catching the “hidden” sales, your entire scaling strategy changes. You can push budgets with way more confidence because you’re seeing the actual return, not a filtered version of it.

Why this matters for the algorithm

This isn’t just about making the reporting look better. Meta’s delivery model is only as good as the data you feed it.

When you feed it 37% more purchase signals:

• The learning phase completes faster: The model doesn’t starve for conversion signals.
• Targeting gets sharper: The machine-learning model gets better at finding high-value users because it actually knows who the current buyers are.
• Match Quality improves: Sending hashed parameters from the server ensures ads reach the right people across different devices.

The Bottom Line

Server-to-server communication isn’t affected by browser crashes, slow loading scripts or ad blockers. It’s the only reliable way to measure performance in a privacy-first environment.

Relying on a Pixel alone in 2026 is like trying to navigate with a map that has 40% of the streets missing. This shift in Meta’s attribution logic rewards brands that invest in solid tracking so this is really a necessity.

If you haven’t moved to server-side tracking yet, you aren’t seeing your full performance!

The post How Meta CAPI recovered 37% of “missing” purchases for a travel client appeared first on SeekandHit.

But more importantly, this partnership is about what it unlocks for our clients.

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At this year’s SoMo Borac awards we received the Special Mention by Aleph for our project with Valamar Beyond Loyalty: Winning New Guests for Valamar. A project that embodies how deep collaboration, data-driven strategy, and long-term trust can transform marketing performance.

A Decade of Partnership and Shared Vision

For almost ten years, SeekandHit and Valamar have been working side by side to build a data ecosystem that fuels smarter decision-making and sustainable growth.

In an industry as dynamic and competitive as tourism, success isn’t measured by one viral campaign or one high-performing season, it’s the consistency of improvement, precision, and innovation that makes the real difference.

We often overestimate what can be done in a year and underestimate what can be done in ten. Valamar perfectly shows the power of long-term collaboration, the awards are just a reflection of the dedication, vision, and trust we’ve built together

said Mario Frančešević, CEO of SeekandHit.

Data, Technology, and Human Insight

The Beyond Loyalty project pushed the boundaries of how performance marketing can work for a brand as large and complex as Valamar.

By combining Valamar’s internal data systems with SeekandHit’s analytical and technological expertise, the teams developed a strategy that didn’t just optimize for conversions — it taught algorithms how to think smarter.

Instead of focusing only on what to target, the strategy defined what not to target, allowing for more efficient campaigns, smarter bidding decisions, and clearer signals for machine learning models.
Every ad became a data point. Every data point a learning opportunity.

The results spoke for themselves:

• +20% revenue growth with just +14% increase in ad investment,
  
• Over 70% of bookings from new guests,
  
• And a long-term improvement in campaign efficiency across all digital channels.
  

Building for the Long Game

Domagoj Vidović from Valamar reflected on the award and collaboration with SeekandHit:

It’s a great privilege to be part of the Valamar Riviera team and work on innovative digital projects that truly deliver results. Having a partner like SeekandHit means you can push boundaries — and achieve real impact

These results didn’t happen overnight. They’re the product of years spent fine-tuning measurement, experimenting with technology, and trusting the process.

As algorithms evolve and digital platforms change, what remains constant is the shared commitment to learning, testing, and growing together.

Recognition That Reflects a Mindset

According to Ružica Vrdoljak Ličina, Executive Director of SoMo Borac, and Ivanka Mabić Gagić, Managing Director at Aleph, Valamar and SeekandHit stood out with an innovative, data-driven approach to performance marketing, combining strategic thinking, AI-powered insights, and creativity guided by data. The collaboration demonstrates how long-term vision, consistent execution, and strong partnerships can set new standards in digital marketing.

Being recognized with the Special Mention by Aleph for the second time isn’t just a milestone, it’s a reminder that true performance marketing leadership comes from long-term thinking, data-driven innovation, and partnerships built on trust.

The post Beyond Loyalty: A Decade of Data, Creativity, and Growth appeared first on SeekandHit.

As our CEO, Mario Frančešević mentioned,

This kind of initiative is extremely important for market development — regional markets are relatively small compared to Western European ones, so having direct relationships and access to information has a direct impact on the quality of advertising solution implementation, and ultimately, on campaign performance.

Here are the key takeaways:

1⃣ Copilot AI is changing campaign management
AI tools like Microsoft Copilot are not just buzzwords, they’re helping marketers save time, improve precision, and automate repetitive tasks. Speakers shared practical examples of using Copilot to generate ad copy, optimize targeting, and even analyze campaign performance.

2⃣ Audience targeting goes beyond demographics
Microsoft’s audience network allows targeting based on interests, behaviors, and even intent signals. The sessions highlighted how combining demographic and interest data can significantly increase campaign ROI—especially in sectors like tourism.

3⃣ Shopping campaigns are the holiday game-changer
With Black Friday, Cyber Monday, and the festive season ahead, Microsoft Shopping campaigns stood out as a key tool for driving sales. Experts shared strategies on structuring campaigns, leveraging product feeds, and optimizing bids to maximize reach and conversions.

4⃣ Privacy and automation can coexist
Data privacy remains top of mind. But automation doesn’t have to compromise compliance. The conference showcased ways to maintain quality, ensure efficiency, and respect privacy through automated workflows and AI-supported processes.

5⃣ Local market support matters more than ever

The conference also highlighted the growing importance of regional expertise and collaboration. With Full Stack Experts providing dedicated support for Central and Eastern Europe, advertisers now have access to localized insights, training, and technical guidance — helping them get the most out of Microsoft Advertising’s expanding ecosystem.

What’s next for marketers?
Attendees expressed interest in advanced PMax optimizations for Microsoft Ads and practical tips & tricks to push campaigns even further. The insights from this event provide a roadmap for marketers to adapt, experiment, and stay ahead in a changing digital landscape.

Curious to learn more? Drop us a message to info@seekandhit.com

The post Full Advantage Conference: Key Insights from Microsoft Advertising in Croatia appeared first on SeekandHit.

This is the first comprehensive marketing communication textbook in over 20 years in Croatia, designed to bridge theory and practice, offering students and professionals alike a clear understanding of modern marketing in an era of algorithms, rapid change, and demanding consumers. The book brings together the most innovative local campaigns of the past decade, including award-winning projects at prestigious international competitions such as Cannes Lions.

Our Valamar case is highlighted for its creativity and effectiveness in driving measurable business results. The project, which contributed to Valamar’s strong brand presence and engagement, also earned recognition for SeekandHit through awards like MIXX and SomoBorac. By showcasing both strategic planning and tactical execution, this case serves as an inspiring example of how integrated marketing communications can deliver tangible results.

The textbook was officially presented in Zagreb to an audience of marketing and creative agency professionals, giving the Valamar case direct exposure to the local marketing community.

While invaluable for students, this textbook is also a great resource for professionals in the industry – providing inspiration, practical examples, and insights that can inform and elevate everyday marketing practice.

This inclusion is a proud moment for SeekandHit, demonstrating the impact and relevance of our work, and we hope it will inspire both students and professionals alike to push the boundaries of creativity and effectiveness in marketing.

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This award is a great validation of the hard work and dedication of our entire team.

Our CEO director, Mario Frančešević, accepted the award and spoke about our mission. He noted that after 18 years in business, the company has grown from a small team to a staff of 70, working with well-known brand. He then added,

We try to bring the digital industry and ecosystem closer to companies that haven’t yet gone through digitalization. We help them better leverage their online presence and better allocate their resources.

Mario Frančevević

Winning this Zlatna Kuna is not just a high honor; it’s a confirmation that our growth and business model are on the right track. It inspires us to continue innovating and delivering exceptional results for our clients. We are proud to be a part of the Split-Dalmatia County business community and to contribute to its economic development.

Thank you to everyone who has supported us on this journey—our team, our clients, and our partners. Your trust and collaboration mean a lot to us.

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The Top Workplace Award isn’t based on external judges or company size; it’s a testament to the feedback and experiences of our team. The evaluation is based on key metrics like employee engagement, satisfaction, and employees’ willingness to recommend SeekandHit as a place to work. We are proud to have exceeded the market and industry average by at least 15% in the Marketing category.

At SeekandHit, our success is truly driven by our people. Our culture is built on being transparent, bold, and knowledge-driven, and this award shows that those values resonate. We are committed to fostering an environment where everyone feels empowered to do their best work and think outside the box.

This award is a powerful reminder that our pursuit of excellence extends not only to our services and expertise but also to the core foundation of our organization: our team.

We’ll continue to listen to feedback and ensure we are always building an excellent work environment for everyone.

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