Warren Cowan

Articles by Warren Cowan

Warren Cowan is CEO of Greenlight, which he founded in 2001. Warren has worked exclusively in the search marketing industry for over 13 years. He has developed unrivalled search knowledge and a unique perspective on the growth and movement of the industry, while actively directing and driving the company's 115 strong team in its global growth and product development.

Blog Posts

Musings on customised / personalised search engine results.

The idea of 1 set of keyword specific search results for all, has always been considered something of an old school way of search engines doing things, although in the light of anything better it was the best thing to be had, and arguably Google have given it the best stab possible.

As an improve...

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Blog Posts

Searching for hearts and minds

At a time when budgets are being hastily trimmed in areas that have supported the branding effort, interest in cost-effective mediums like search is gaining momentum. More specifically, businesses are interested in how search can be used to drive the branding process and preserve brand equi...

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Blog Posts

Watching is down. Searching and socialising are on the up.

Audiences are on the move and marketers need to shift their focus to follow them if they want to continue growing or retaining their market share.

According to recent findings by the European Interactive Advertising Association (EIAA), the internet is rivalling TV and outstripping print and outdo...

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Searching for responses to a crisis

In Mandarin the word 'crisis' is composed of two characters; one represents danger, the other opportunity. It's these polarised realities that should form the backbone of any strategy for dealing with the whole gamut of possible calamities that could befall your business. The immediacy of search...

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Blog Posts

Parasitic paid search – Part 1

Up and down the country in marketing departments far and wide, people are summarily passing judgement on keywords and executing them from campaigns because they don't cost in, do the numbers, make the results, and get the returns.

But not many marketers have the time to ask why. The naive math of...

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Blog Posts

What a 'Quant Jock' can do for your paid search profits!

There's a new wind that's been blowing on the paid search management front and it stands to save people a lot of time in the way they manage paid search and produce considerably better returns in the process.

The change represents an evolution in paid search management systems. It sees technology...

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Crossing the pond with your search engine marketing strategy

With the internet succeeding so far in keeping its promise to bring us all closer and break down geographical barriers to commerce, selling more to more people in more places has never been more possible. Search engine marketing (SEM) is perhaps the fastest, most cost effective and logistically friendly way to take advantage of this opportunity and extend your market reach into new countries and territories.

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