Efficient Frontier is a search marketing company that uses algorithm-based portfolio management strategies. They manage 3-4% of the search marketing market in Europe, which amounts to around €250 million annually. Search behaviors differ between the US and Europe, with Europeans performing more searches per person each month and viewing more search results pages per search on average. Portfolio-style keyword management that optimizes for maximum conversions at a target cost per acquisition can perform better than choosing keywords individually. Data modeling and ensuring data resilience are also important new methodologies. The future of search marketing in Europe may include slower query growth, more advertiser optimization, less transparent search engines, and higher monetization that favors more adaptable