Warren Cowan

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.

Whitepapers

Automotive Dealers - Using a digital campaign to bring buyers to your bricks-and-mortar showroom

Automotive Dealers - Using a digital campaign to bring buyers to your bricks-and-mortar showroom

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.

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Blog Posts

Google’s quitting China spells loss of advertising dollars and greater dependency on foreign operators

Google has indicated it may cease to operate in China following a cyber attack aimed at gathering information on human rights activists. If Google quits China, then it leaves MS yahoo and Baidu as the primary sources for accessing the Chinese searching audience.

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Hold the front page....Man has turkey sandwich!

Google released real-time search this week, incorporating Twitter and kin. So we at Greenlight took it for a road test. We evaluated what the pros and cons are for users and for marketers.  Amidst all the hype, I can't help feeling the usefulness of the results seems to range from the incon...

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Search wars - Round 2?

Is Microsoft's launch strategy for its new search engine 'Bing' going to allow it to encroach on Google's market share? That's the big question. Rumour has it that Microsoft has $100m for its marketing campaign, but Comscore stats for the last 6 months in the US, show market share as being larg...

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Greenlight scoops another IDM award!

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...

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Farecast could be Bing's best point of leverage

I've always liked the Farecast interface. It gives that feeling of true flexibility of refining your choices without you having to keep going back and endlessly redo your searches.

It is one of those few great examples of professional and expert power, put in the hands of the consumer by new web ...

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If it looks like Google, it must be Google, and therefore we're ok with it!

Fascinating and slightly intimidating research reported in Adage this week about internal research at Google, which suggests that as long as you badge it Google, user perception and preference on search results goes up, even if it's not Google's results.

The research which took search results...

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