Isabel Figueiredo

Articles by Isabel Figueiredo

Isabel is a Senior Paid Media Analyst at Greenlight

Blog Posts

Facebook cross-border insights solution

Facebook cross-border insights solution

The UK attracts visitors from every corner of the globe. In 2016, there were more than 37 million visitors; a staggering number which has contributed to the hospitality sector immensely, and had a particularly positive impact on hotels. However, one of the main challenges in the hotel industry is accurately targeting potential customers, all of which are based in different countries.

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Blog Posts

Greater focus on persona targeting

Greater focus on persona targeting

“How can we reach a more tailored audience?” This is one of the most repeated questions that our clients ask us. We give them the option of Display or even Paid Social and they’ll get excited about the targeting options offered by these platforms, particularly as they can use existing clients’ email lists for social media campaigns. However, everything changes when we forecast conversion rates, which are typically far lower than those seen in Search.

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Blog Posts

New cross-device data conversion measurement available

New cross-device data conversion measurement available

We have seen how mobile devices have contributed to an increase in search conversion rates year-on-year, meaning our efforts to help clients understand the importance of a well-designed mobile strategy to capitalise on this opportunity have risen in tandem. This year, Google has hit us with an impressive statistic: 54% of purchase decisions start on mobile. This seems logical when further statistics show that we check our mobile devices roughly 150 times a day.

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Blog Posts

Facebook Multi-Ads Performance

Facebook Multi-Ads Performance

The Facebook system is designed to select the best ad to show, based on the ad's bid and performance history. So, an ad that performs well will be shown more often than an ad that doesn't perform well. As a result, some of your ads may receive more impressions than others in the same ad set. All this means is that you often have to make a decision between running one banner per day or putting a few ads live together, for a few days.

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