Articles by Matthew Whiteway
Matthew Whiteway is Client Services Director. He has over 10 years' online experience and a wealth of knowledge and strategic know-how stemming from previous roles at Yell.com and 192.com where he was responsible for the online marketing efforts of blue-chip clients. Matthew also delivers PPC training and supports his account teams from a strategic integrated online marketing perspective.
By Matthew Whiteway | 21 January 2011 |
Though not a particularly new initiative, Google’s “Session Based Clicks” (SBC), have recently come under fire. According to a report in the Wall Street Journal, a number of online advertisers have seen the cost of their Adwords expenditure increase at the same time as wasted, irrelevant clicks – some say up to 10%, as a result of Google’s SBC algorithm. SBC should not cause an advertiser any real inflation in costs and wasted clicks. It can help online advertisers identify new opportunities as well as incremental sales and enquiries.
By Matthew Whiteway | 23 November 2011 |
Google has long been the catalyst and evolution of search. However Google has come up against a fierce and game-changing competitor. The competition in question is not however a singular brand or company, it is a completely new marketing channel - social media. Rather than fight it, Google has embraced social media within its results pages, and for advertisers and marketers alike, it is important to fully understand the benefits and potential shortcomings of Google's "social extensions", namely Seller ratings, and Plus One.
By Matthew Whiteway | 09 November 2011 |
The hot topic among online marketers in 2011 has arguably been that of tracking and attribution, and rightly so. For far too long, many advertisers have reported (and therefore measured), performance from their online channels on a last touch basis i.e. the last channel the user engaged with prior to arriving at the advertisers’ site to complete a sale. For years, this approach has served the advertiser well. After all, marketers love online advertising due to its accountability when compared to traditional channels such as press, TV and outdoor. However, times are changing and online marketing in particular is pushing the boundaries of genuinely understanding the value of each online channel a user may engage with.
By Matthew Whiteway | 27 April 2011 |
The rumours of the past few weeks of a delay in the official rollout of the Search Alliance in Europe, the Middle East and Africa (EMEA), have now been confirmed, meaning Yahoo! and Microsoft's Bing will continue to operate as separate platforms for the foreseeable future, all of 2011 at least. But why the sudden change in strategy? Advertisers and Agencies were led to believe the Alliance would finally provide a credible alternative to Google, and sources had suggested the migration in the US, while not error free, was considered to be successful.
By Matthew Whiteway | 03 March 2011 |
The Yahoo! /MSN Search Alliance, which rolled out in the US late last year - and with mixed results, transitions in Europe imminently. As advertisers and agencies this side of the Atlantic await its arrival, Greenlight is sceptical it will finally deliver on being a serious Google competitor. Moreover, we have uncovered shortcomings when it comes to paid search with the Alliance and what it really offers the advertiser.
By Matthew Whiteway | 13 October 2010 |
Flower retailer Interflora has begun legal action against Marks & Spencer for allegedly bidding on its brand name on Google Adwords. Were Interflora to win this battle, it would set a precedent, with a number of advertisers likely to follow suit.
Google’s new trademark policy will see advertising costs spiral, counterfeits rise, brand owners damaged
By Matthew Whiteway | 24 September 2010 |
Last week Google announced it would be rolling out a new trademark policy in the UK (to replicate that of the US). This will have severe implications for advertisers, user experience and brand owners. Not only do brand owners now risk losing sales to unauthorised sellers and counterfeiters, they will see spiralling costs in their pay per click (PPC) campaigns.