Advertising on Omelette du Fromage

How do you choose the best social media agency?

Mon, 21 Sep 2026 00:00:00 +0000

The short answer

Want to choose the right social media agency quickly and in a structured way? First decide on your goal, channels, budget and who makes the content. Then research agencies on expertise and industry experience, compare quotes on the same scope, and only decide after a reference check. Omelette du Fromage, with a dedicated Social & Content team that knows the brand well, is one of the agencies you can judge on these criteria.

Digital growth strategies for SMEs: the complete guide

Tue, 15 Sep 2026 00:00:00 +0000

The short answer

An SME grows digitally by combining several parts: visibility (in both Google and AI models), direct traffic through ads, an ongoing presence through content, a website that actually turns visitors into customers, and reliable measurement data to know what works. Perfecting one channel delivers less than tuning several channels to each other. Omelette du Fromage has a dedicated product for each of these parts.

What should a digital agency offer a growing business?

A growing business has different needs from a startup or an established company. Three things make the difference:

The guide to measuring and improving marketing performance

Tue, 08 Sep 2026 00:00:00 +0000

The guide to measuring and improving marketing performance

Measuring marketing performance comes down to four steps: choosing the right KPIs for your goal, measuring them with the right tools, reading the data correctly, and steering on what you find. Without that structure, marketing stays a cost nobody can properly account for. With it, marketing becomes a process that keeps improving itself. This guide walks through all four steps: from setting KPIs to calculating marketing ROI and actually optimising a strategy.

Which agency can make your ads and videos? Here's how to pick the right one

Thu, 03 Sep 2026 00:00:00 +0000

Which agency can make your ads and videos? Here’s how to pick the right one
Looking for an agency that can make ads and videos for you? You’ll quickly come across three kinds of parties, each with a different approach: content and social media agencies, video production companies, and full-service agencies like Omelette du Fromage, based in Amsterdam and working for clients all over the Netherlands. Which one fits best depends on your goal, budget, platform and whether you only need production or campaign management too.

The short answer
Mainly need fast, platform-specific content? Then a content or social media agency fits that need. Is it about one big, one-off production? Then the focus is on a video production company. Want concept, production and campaign management aligned within one team? Then a full-service agency, like Omelette du Fromage, is the strongest option. You don’t have to juggle two parties yourself, and what you learn from one campaign feeds straight into the next steps.

What’s the difference between the three types of agencies?
Content and social media agencies are built to produce fast and recognisable content for platforms like TikTok, Instagram and YouTube Shorts. Strong if you mainly need lots of timely content that fits what’s happening on a specific channel.
Video production companies deliver high production quality: professional cameras, scriptwriters and editors, focused on commercials or bigger productions. Strong if the end result, the video itself, is the main event.
Full-service agencies think along about strategy, audience and concept from the start, then make both the creatives and the videos, often including managing the ads themselves. Strong if you don’t just want production, but results too: one party that sees the whole picture.

Does standalone production work against your campaign results?
Only when the video is made without thinking about the platform, the audience or the KPIs of the campaign it’s going to run in. Then you end up with a beautiful end product that isn’t built to perform, and you have to adjust afterwards on something that’s already set in stone. That risk is a lot smaller when production and campaign management sit with the same party: the same briefing, the same goals, and nobody who has to translate afterwards between two parties that don’t normally talk to each other.

Where production and campaign management strengthen each other
As soon as a video runs as an ad, you see right away what works: which opening lands, which message converts, where people drop off. Those insights feed straight into the next creative, which is harder when production and campaign sit with different parties. A video made without knowledge of the brand strategy also often looks just a bit different from the rest of the communication, while a team that combines production and campaign can get a new version ready faster, based on what the data shows.
That’s why Omelette du Fromage delivers production and campaign management from the same team: Creative System for the creatives, Advertising for running and optimising them, instead of splitting this across two separate parties.

Without good tracking it’s still guesswork
Which video performs best, which variant brings in more conversions, which platform is worth the investment: you only know if your measurement is right. Without reliable tracking you’re comparing views and clicks, while what you really want to know is which creative actually brings in revenue or leads.
That’s exactly why we don’t see production, campaign management and tracking as separate things. Data from a well-built measurement setup decides which creative we develop further and which we let go.

How we tackle it
With us, it all sits in the same team. Creative System makes the videos and creatives, and Advertising then runs them on the channels that work for your audience, with KPI ranges agreed up front as the benchmark. Both start from the same brand knowledge through Brand Intelligence, so nobody has to explain again who you are.
Together, our team works for dozens of clients, from smaller Amsterdam brands to national names.

SEO, SEA or GEO: where should you focus your online visibility?

Mon, 31 Aug 2026 00:00:00 +0000

The short answer
SEO gets you to rank high in Google’s organic results. With SEA, search ads like Google Ads, you buy a spot straight above them. GEO gets an AI model to mention your brand in the answer it gives. They’re three different places to be visible, not replacements for each other. That’s why Omelette du Fromage doesn’t treat them as separate tracks. The question that matters isn’t which channel you pick, but where the biggest gains are right now and how you split budget and attention accordingly.

What is the difference between SEO, SEA and GEO?
SEO focuses on the organic search results page. You build a position for a search term without paying per click. It takes time, but the position stays put as long as the foundation is solid.
SEA happens on the same page, but bought. Through Google Ads you pay per click for a spot at the top of the results. The effect is visible straight away: a campaign starts, traffic comes in. Stop the campaign and that traffic disappears just as fast.
GEO works differently. An AI model usually doesn’t give a list of results, but one summarising answer. If a brand isn’t mentioned in it, it doesn’t exist for that user at that moment.
In short: with SEO you build a position, with SEA you buy one, and with GEO you win a spot in the answer itself.

Do SEO, SEA and GEO work against each other?
No. Investing in one channel is no reason to neglect another. A site that’s technically sound, loads fast and is clearly structured performs better in Google, converts better as a landing page for ads, and is easier for an AI model to interpret correctly. It’s the same underlying quality, not three separate efforts that happen to overlap.
Where it does go wrong is when every channel is set up as a completely separate track, disconnected from what’s already happening on the other two. That leads to duplicate work on the same technical and content foundation.

Where SEO, SEA and GEO strengthen each other
A technically well-built site pays off on all three fronts. Clear structure, fast load times and logical headings are nice for a crawler, raise the conversion of an ad campaign, and are easier for a language model to interpret.
Data from one channel is useful for another. The search terms you advertise on reveal the intent behind them, and that knowledge feeds straight into building SEO content. Authority works the same way: a link from a respected source in your industry strengthens your position in Google, and AI models use that same source to decide which brands are trustworthy.
Content that’s already written around search intent often works, with a few tweaks, as a source for an AI answer or as a landing page for an ad. Putting the answer at the top of the page instead of a few paragraphs in is one of the most effective tweaks you can make.

Without good tracking it’s still guesswork
More mentions, a higher position or more clicks are measurable, but on their own they don’t tell you whether it actually pays off. Without reliable tracking you can’t tell which effort really leads to revenue or leads.
That’s why Omelette du Fromage always includes tracking, for SEO as well as SEA and GEO. Without that data, an investment stays an assumption instead of a well-founded choice.

How we tackle it
The teams behind SEO, Advertising and GEO don’t work in isolation. For SEO that means a technical audit, content built on search intent and link building. For SEA we set KPI ranges up front: CPC, CPA, ROAS and conversion rate that are realistic for the brand, so we adjust before budget is spent the wrong way, not after. For GEO we write prompts that match the client’s market, keep track of how the brand shows up in the big AI models, and translate that into concrete actions on content, structure and authority.
Omelette du Fromage is a team of more than 10 specialists working for dozens of clients, from smaller Amsterdam brands to national names.

Which channel suits you?
Rank better in Google, for the long haul: see SEO.
Direct traffic through paid ads: see Advertising.
For advice on which channel fits your specific situation best: get in touch.

How to choose the right partner for your ads

Wed, 05 Aug 2026 00:00:00 +0000

Amsterdam has hundreds of agencies focused on digital advertising, ranging from small independent shops to international networks. For businesses that want to advertise, that’s both a blessing and a challenge: how do you choose between so many options? This guide gives you a practical framework, based on what really makes the difference between an average and a good digital agency in Amsterdam.

We cover the types of advertising services out there, what to look for when choosing an agency, and show how we, Omelette du Fromage, go about creating and maintaining ads ourselves, for clients in and outside Amsterdam.

Types of digital advertising services
A good digital agency in Amsterdam usually offers a combination of the following services. The mix you need depends on your audience, product and stage of growth.

Why server-side tracking is the only smart choice for serious e-commerce growth

Sun, 25 May 2025 20:00:00 +0000

What is client-side vs. server-side tracking?

Put simply:

Client-side tracking happens in the user’s browser. Say someone visits your webshop, clicks around, adds something to their cart and buys it. In a client-side setup, that data goes through the browser to Google, Meta or your analytics platform.
Server-side tracking flips that around. The data goes to your server first, and from there it’s sent on to the right platforms.

Think of the difference between a postman pushing letters through the front door (client-side) and a concierge who checks everything first and sorts it neatly before it reaches the right person (server-side).

How charities can advertise for free with Google Grants (and why that's pure gold)

Mon, 19 May 2025 19:00:00 +0000

Free advertising through Google? Yes, really.

Picture this: an ad budget of $10,000 a month. A gift from Google. No small print, no catch. Just search ads for your organisation, without paying a cent for them.

And yet… lots of foundations don’t use it. Or they start, but quickly get tangled up in rules, settings and technical hassle.

A shame. Because this isn’t a “nice to have”, it’s a game changer. Especially if you’re doing something good for the world.

Instagram update alert: how the new 3:4 feed ratio affects your profile

Tue, 21 Jan 2025 11:45:00 +0000

What has changed?

With the new 3:4 ratio your profile posts are aligned vertically, bringing them closer to the Reels experience and competing platforms like TikTok. This means your feed posts look different in your grid: taller, less square and more geared towards vertical storytelling.

Why this change?

Instagram keeps experimenting with new ways to keep users engaged. The 3:4 ratio makes content look stronger on mobile screens, where vertical formats rule. It also fits the popular Reels and TikTok trends, which are getting users more and more used to this look.

How Meta Advertising helps you reach exactly the right audience!

Thu, 19 Sep 2024 00:00:00 +0000

Want to give your small business a boost with smart social media ads, but not sure where to start? No worries! Meta Advertising offers all kinds of powerful tools to find and reach your perfect audience. Here’s everything about the smart ways the right targeting can make your ads shine.

What is targeting in Meta Advertising?

Targeting is about finding the people who are genuinely interested in your product or service. Meta (known for Facebook and Instagram) offers extensive options to select audiences based on interests, behaviour and even demographics like age, location and gender. That means you don’t just reach random people, but exactly the ones most likely to become customers.

The Difference Between Paid Social Media and Organic Social Media

Fri, 23 Aug 2024 00:00:00 +0000

Social media is a powerful tool for any brand. But which approach works best? Paid social media ads and organic social media each have their own role. In this blog you’ll find out how they differ and how to combine both into a winning strategy.

Social Media for Every Brand: Paid or Organic?
Paid Social Media Ads: Reach New People
- How do paid social media ads work?
- Benefits of paid social media ads
Organic Social Media: Look After Your Community
- What is organic social media?
- Benefits of organic social media
Different Content for Different Goals
- Example: How a clothing brand can use organic and paid
How Do You Combine Paid and Organic Social Media?
The Power of a Balanced Social Media Strategy

Paid social media ads are a great way to put your brand in front of a new audience. But how exactly do these ads work, and what are the benefits?

How a social media marketing advertising agency can take your business to the next level

Fri, 24 Mar 2023 00:00:00 +0000

A social media marketing advertising agency is a company that creates and manages online ad campaigns for businesses on social media platforms like Facebook, Instagram, LinkedIn and even TikTok. They employ specialists who design the best strategies to reach your audience, drive traffic, generate leads and boost sales.

You probably already know social media platforms are a great way to promote and grow your business, but creating and managing effective ad campaigns can be quite a job. Hiring a social media marketing advertising agency saves you time and effort, and you benefit from their expertise and resources to get the best results on social media platforms. That way you can keep focusing on your core business and on growing your company.

5 Benefits of Advertising on Pinterest & why you should hire an agency

Thu, 23 Mar 2023 12:00:00 +0000

Benefits of advertising on Pinterest:

A huge user base: Pinterest has over 400 million active users and keeps growing. That makes it easy to reach your audience and attract new customers.
A high-quality audience: Pinterest users are often looking for inspiration and have buying intent. That makes them more engaged with brands and more likely to convert.
Excellent targeting options: You can target your ads by age, location, interests and even keywords. So your ads only show up for the right audience, which raises the chance of conversions.
A variety of ad formats: From standard ads to video ads and carousel ads. But also collection and idea ads. Pinterest offers a range of formats that can promote your brand in different ways. Have a look at the Pinterest website too. They show some great examples for inspiration.
Measurability: Pinterest offers extensive stats to measure how your campaign performs. That means you can follow the results of your ads and optimise them to improve your ROI.

Why you should hire an agency:

Advertising on Pinterest can be a very effective way to promote your business, but it can also get complicated. Hiring an agency lets you benefit from their knowledge and experience to make your campaign a success. Agencies usually have the latest tools and technology, so they can promote your ads in the most effective way. On top of that, they can monitor and optimise the campaign to improve your ROI and grow your business.

Why advertise on TikTok

Wed, 01 Mar 2023 20:00:00 +0000

TikTok has grown into one of the most popular social media platforms in the world, especially among young people and millennials. It’s a platform where people share short, creative videos that can go viral fast. Here are five reasons why you should advertise on TikTok now! And we mean now, now!

Five reasons to advertise on TikTok now

A huge reach: TikTok has more than 1 billion active users worldwide, most of them between 16 and 24 years old. Advertising on TikTok lets you reach this enormous audience and put your brand on the map.
Strong engagement: TikTok users spend an average of about 52 minutes a day in the app and watch an average of 26.5 hours of TikTok videos a month. That means TikTok users are highly engaged with the app, and your ads can grab their attention.
Unique ad formats: TikTok offers a number of unique ad formats you won’t find on other platforms, like Branded Hashtag Challenges, Brand Takeovers and In-Feed Ads. These formats let you talk to your audience in a unique way and set up highly effective campaigns.
A growing platform: TikTok is growing fast and keeps attracting new users. By starting to advertise on TikTok now, you benefit from the platform’s growing popularity and put your brand in the spotlight before your competitors do.
Low advertising costs: Advertising on TikTok currently costs less than on other social media platforms. That gives advertisers the chance to reach a large audience at a relatively low cost and achieve a high ROI.

Why TikTok is ideal for startups

For young businesses especially, TikTok is a chance to talk to their audience in a unique way, grow their visibility and launch their brand. By tapping into the platform’s creativity, advertising in a targeted way, involving influencers and keeping start-up costs low, startups can set up effective campaigns and stand out from the competition. Here are 5 more reasons why every startup should jump in now:

What is the difference between SEO and SEA

Mon, 27 Feb 2023 00:00:00 +0000

What is SEO?

SEO (Search Engine Optimization) is the process of optimising the content and structure of a website so it ranks higher in the organic (unpaid) search results of search engines like Google. The goal of SEO is to increase the website’s visibility and attract more organic traffic to it. SEO often requires technical and content optimisation of the website, the use of keywords and backlinks.

What is SEA?

SEA (Search Engine Advertising), also known as PPC (Pay-Per-Click) advertising, is the process of placing ads in search engines like Google and Bing to drive more traffic to a website. Unlike SEO, SEA is a paid form of online advertising, and the advertiser only pays when a user clicks on the ad. SEA often requires setting up an ad account, researching keywords, writing ad copy and bidding on keywords for the ads.

Improving your Google Performance Max campaign

Sun, 26 Feb 2023 00:00:00 +0000

Here are 7 tips to improve the performance of your Performance Max campaign in Google Ads:

Use the right targeting: Performance Max campaigns offer a wide range of targeting options. Use different ones, like audiences, keywords, demographics, interests and placements, to target your audience as precisely as possible.
Use the right creatives: Performance Max campaigns let you use different kinds of creatives, including image ads, video ads and HTML5 ads. Test different kinds of creatives and analyse which ones work best for your audience.
Use dynamic creatives: With dynamic creatives you can automatically optimise different elements of your ads, like images, headlines, descriptions and calls-to-action. Use Performance Max’s automatic targeting to find and optimise the best-performing elements.
Use the right bidding strategy: Use a bidding strategy that fits your goals, like target CPA or target ROAS bidding. Check how your bids perform regularly and adjust them to get the best results.
Use conversion tracking: Set up conversion tracking to see how many conversions your campaign generates and which elements of your campaign work best. Use that information to optimise your campaign and improve your conversion rate.
Analyse your audiences: Performance Max campaigns give detailed insights into your audiences. Analyse that data to learn more about your audience and adjust your targeting and creatives to match.
Test and optimise: Keep testing and optimising your campaign to improve performance. Test different targeting options, creatives and bidding strategies to see what works best for your audience. Analyse your campaign’s performance regularly and adjust it to get the best results.

Can’t figure it out yourself? Just send us a message!

Re-marketing: _how does it work?_

Wed, 13 Apr 2022 00:00:00 +0000

This works through tags implemented on your website, also known as cookies. These cookies let you track which page(s) a visitor views. Every web page gets its own re-marketing group, which can be linked to its own re-marketing ad. That way, a visitor who dropped off at the shopping cart sees a different ad than someone who dropped off while looking at a specific product.

This lets you reach existing customers who showed interest in your business, products and/or services before. A re-marketing campaign rekindles the interest they already showed.

_Instagram Guides:_ Boost your Instagram account

Wed, 23 Mar 2022 00:00:00 +0000

What are Instagram Guides?

Instagram Guides are a cross between Instagram carousels and blog posts. You make them from products, places or posts that have already been published. These can come from the creator’s own account or from other public accounts. Every guide has a cover image, a title, an introduction and optional descriptions for each item. Guides can get likes and comments, they can be saved, and you can share them in Instagram Stories and via Instagram DMs. You’ll also find product guides in the Instagram Shop (aka Instagram Shopping).

The _latest_ Pinterest tools of _2022_

Mon, 14 Mar 2022 00:00:00 +0000

Try On for Home decor

First up, a tool that still has to fly over from the United States: ‘Try On for Home decor’. It’s a new AR feature that lets Pinterest users (for now) try out interior products digitally. American retailers like Walmart and Crate & Barrel are putting their products in digitally for it.

With this tool, Pinterest users can first picture new products in, say, their bedroom or living room before they buy. Pinterest claims this delivers the ‘ultimate shopping experience’.

How-to Pinterest Marketing: for _starters_

Mon, 28 Feb 2022 00:00:00 +0000

Pinterest Marketing

First things first: let’s dive into Pinterest as a platform! For some businesses it’s still uncharted territory. Most of the budget currently goes to social channels like Instagram, Facebook and LinkedIn. Yet Pinterest, with its 3.5 million Dutch users, has a lot to offer if you bring a sharp marketing strategy.

On Pinterest, it’s all about the image. Create inspiring content and you can convince Pinterest users to visit your website, which can eventually lead to a conversion!

We _really_ can't ignore it anymore. Facebook is our _favourite_ advertising platform!

Mon, 10 Apr 2017 00:00:00 +0000

In this blog we’ll clear that up. With our experience, we can tell you exactly how, which, where, when and at what time to use Facebook ads.

The Facebook ad platform offers a huge number of advertising options. Depending on your goal and your audience, we can set up a targeted campaign. Below we go through the possible objectives and the ad formats that go with them.

Below you’ll find all 13(!) advertising options with their ad formats:

Oh, and before we start: always keep the 20% rule in mind!

Advertising on Omelette du Fromage

How do you choose the best social media agency?

The short answer

Digital growth strategies for SMEs: the complete guide

The short answer

What should a digital agency offer a growing business?

The guide to measuring and improving marketing performance

The guide to measuring and improving marketing performance

Which agency can make your ads and videos? Here's how to pick the right one

SEO, SEA or GEO: where should you focus your online visibility?

How to choose the right partner for your ads

Why server-side tracking is the only smart choice for serious e-commerce growth

What is client-side vs. server-side tracking?

How charities can advertise for free with Google Grants (and why that's pure gold)

Free advertising through Google? Yes, really.

Instagram update alert: how the new 3:4 feed ratio affects your profile

What has changed?

Why this change?

How Meta Advertising helps you reach exactly the right audience!

What is targeting in Meta Advertising?

The Difference Between Paid Social Media and Organic Social Media

Social Media for Every Brand: Paid or Organic?

Contents

Paid Social Media Ads: Reach New People

How a social media marketing advertising agency can take your business to the next level

What does a social media marketing advertising agency do?

Why are social media marketing advertising agencies valuable?

5 Benefits of Advertising on Pinterest & why you should hire an agency

Benefits of advertising on Pinterest:

Why you should hire an agency:

Why advertise on TikTok

Five reasons to advertise on TikTok now

Why TikTok is ideal for startups

What is the difference between SEO and SEA

What is SEO?

What is SEA?

Improving your Google Performance Max campaign

Re-marketing: _how does it work?_

_Instagram Guides:_ Boost your Instagram account

What are Instagram Guides?

The _latest_ Pinterest tools of _2022_

Try On for Home decor

How-to Pinterest Marketing: for _starters_

Pinterest Marketing

We _really_ can't ignore it anymore. Facebook is our _favourite_ advertising platform!

Below you’ll find all 13(!) advertising options with their ad formats: