Angela Knibb

Articles by Angela Knibb

Angela Knibb is Head of Paid Search at Greenlight. She manages a team of Analysts and Senior Analysts working on a range of Paid Media accounts from fashion, retail, finance to travel. Angela contributes to the strategic and creative direction and is responsible for the implementation of builds and optimisation in line with account strategy.

Blog Posts

What impact has the removal of right hand side ads actually had?

What impact has the removal of right hand side ads actually had?

Back in March, we looked at the initial impact of Google’s removal of right hand side ads, with the following conclusion: “To play in the paid space, you need to appear in positions 1-4, where we see an increased CTR both MoM and YoY. However, those clicks are now costlier, therefore as advertisers we need to pick our battles; decide which keywords and which audiences are worth those top spots, and reduce visibility on the rest.” Now we’re about three months into the change, we have a lot more data to play with and the trends seem to have settled down somewhat. Looking at the CPC change overall, there are both increases and decreases, but they seem for the most part in line with normal YoY fluctuations.

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Blog Posts

Initial impact of Google removing right hand side ads

Initial impact of Google removing right hand side ads

Just over a month ago, Google revealed that it was removing the right hand side ads we’ve grown used to over the past few years. Now that we have a solid four weeks of data, we’re looking to answers some of the many questions which are puzzling advertisers, such as "what’s the effect of the removal of right hand side ads?", “will I have to pay extortionate CPCs?” and “how does this affect my CTR?”.

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Blog Posts

Google removes right hand side ads

Google removes right hand side ads

Having been tested since 2010, Google announced on Friday 19th February 2016 the removal of right hand side ads on desktop across Google Search and Search Partners with immediate effect.

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Who cares about device and channel? It’s all about integration

Who cares about device and channel? It’s all about integration

Brand X: “We don’t see sales on mobile, so we turned it off” GL: “Did you look at the effect that was having on your other channels and devices?” Brand X: “No. We just turned it off.” Sadly, this is a conversation we have with far too many brands. Everyone has heard Google’s annual “it’s the year of mobile” speech, yet mobile performance is outshined by that of desktop, leaving more brands opting not to use the channel altogether. But that’s marketing right? Throw everything at the wall and see what sticks. If mobile doesn’t convert, then you surely should turn it off, right? Wrong.

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Blog Posts

As ad formats become less spammy, so targeting options have improved

As ad formats become less spammy, so targeting options have improved

When advertising was first launched across both Twitter and Facebook, there were limited targeting options. However, these have evolved drastically over time across both platforms to be much more focused on the genuine likes and interests of users and their life events, thus improving the overall experience by making it more relevant. Now, we can target users based on their specified demographic data and location, which further enables them to see relevant ads on their feeds.

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Is Google Bringing Intent to Audience Targeting?

Ever wanted to reach a specific group of people, whose email addresses you just happen to have, without emailing them? Facebook Custom Audiences, along with Twitter Tailored Audiences, is the way to go. These products allow you to target users by email address when they log into these social platforms. So we can only target by email address across social media, right? Perhaps not so for much longer.

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