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

Volatile, uncertain, complex, ambiguous: turning challenges into opportunities

Volatile, uncertain, complex, ambiguous: turning challenges into opportunities

I recently took part at one of Google’s Firestarters talks, which tackled how digital marketers can mitigate the risks of operating in a VUCA (volatile, uncertain, complex, and ambiguous) landscape, and develop opportunities in times of uncertainty.

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Blog Posts

The death of exact match?

The death of exact match?

Ok, I might've chosen a slightly dramatic headline, but it’s certainly not the exact match we had when I first started in search all those years ago. For those who haven’t heard the news, Google announced on Friday that it’s ‘expanding close variant matching to include additional rewording and reordering for exact match keywords’.

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Magazine

Audience Is Firmly At The Heart Of Innovation

Audience Is Firmly At The Heart Of Innovation

As 2016 unfolded, we saw a lot of innovation from Google anchored around users; including audience targeting strategies, ad extensions and ad formats. As we move into 2017, I expect the consumer to stay firmly at the heart of Google’s innovation, highlighting the need for marketers to focus their attention towards them more than ever and put them first when strategising.

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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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