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.
By Warren Cowan | 08 January 2014 |
Vast fortunes are spent every year by all the major car manufacturers, pushing a brand image, selling form, function and technology as much as 'the dream' of ownership through television, radio, press and online. But, sooner or later, the customer has to interact with an independent third party, i.e. visit a dealer's website, go into a dealership and interact with the dealer.
By Warren Cowan | 10 June 2009 |
I'm very proud to announce that Greenlight's paid search expertise and creativity have been recognised nationally for our work with Radisson Edwardian! Last Thursday I attended the IDM gala dinner at the Royal Garden Hotel in Kensington and was delighted to receive our award in the digital categ...
By Warren Cowan | 15 October 2008 |
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...
By Warren Cowan | 05 June 2008 |
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...
By Warren Cowan | 29 November 2007 |
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.
By Warren Cowan | 02 April 2008 |
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...
By Warren Cowan | 17 December 2008 |
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...