Scott Galvin is an industry vet with 20+ years of experience in digital marketing. He is well known in the industry for his knowledge, experience and history of success. Prior to joining EY, Scott served as President & CEO of Big Squid Interactive for 7 years and prior to that role, served as the Director of Search Engine Marketing (SEM) for both 360i.com and Moxie Interactive.
Scott has personally managed SEM for several well-known companies such as Verizon Wireless, Puma, Cartier, 20th Century Fox, Iron Mountain and many more. He has successfully managed SEM campaigns for dozens of multinational brands, and he strives to help companies build strategies wherein search is integral, not an afterthought.
We sat down with Scott to pick his brain on all things PPC and learn more about the approach he is taking with the team at EYStudios to benefit the merchants we work with.
Why is Pay Per Click Marketing so important to a merchant’s business?
There are several reasons:
- PPC traffic converts 50% higher than organic traffic.(CleverClicks)
- 65% of customers click on sponsored search ads when purchasing. (CleverClicks)
- For every $1 spent on Google Adwords, businesses earn an average revenue of $2 (Google Economic Impact)
- PPC increases Brand Awareness by as much as 80% (Valve+Meter)
- Consumers make more than 160 billion searches per month on Google alone (Valve+Meter)
- 66% of buyer-intent keywords are paid clicks (CleverClicks)
What’s the latest with PPC in the eCommerce industry and what should merchants be focusing on/planning for as it pertains to their PPC strategy?
Google Adwords remains by far the #1 focus of all ecommerce websites; however, Amazon Sponsored Product Ads pose a potentially serious challenge to Google, with advertisers shifting budget toward Amazon because more people now begin their search for products on Amazon than Google.
What are realistic expectations that a merchant should have when investing in PPC? How does EYStudios help to meet/exceed merchant expectations?
Results can vary based on a number of things i.e., advertising budget, user experience, product pricing, industry demand etc. Because of our years of experience managing hundreds of PPC Campaigns and ability to deeply analyze both current and historical data. A typical EY client can expect a 10 to 25% increase in conversions (sales, leads) and a 15 to 30% reduction in cost per acquisition.
Why should a merchant trust EYStudios with their PPC?
Experience, reputation and results. 90%+ Clients have seen noticeable and significant increase in sales, revenue and ROI compared to other agencies or in-house management.
What type of retargeting does EYStudios provide as part of the PPC services and how does this benefit the merchant?
EY uses Google Retargeting/Remarketing advertising which reaches 92% of all internet users. In order for it to be effective, a website must acquire or possess a large audience list of 5,000+ for ads to start serving consistently.
How does EYStudios analyze and optimize PPC campaigns in order to achieve the goals and business objectives of the merchant?
While most agencies focus only on keywords, ad copy and cost per click, EY consistently reviews and analyzes all sources of traffic from PPC Campaigns. We specifically focus on device bids, including desktop PC, mobile and tablet device users and how they convert. We also focus on which days and time of day performs best. Other areas of focus include location and audience targeting to ensure the most relevant and best converting traffic is being sent to the clients website thereby resulting in a higher conversion rate and improved ROI.
How does EYStudios help the merchant create a competitive advantage by utilizing PPC Marketing?
Experience and dedication. Our PPC experts NEVER “set it and forget it”. We constantly monitor the campaigns on a daily basis and continually make adjustments and improvements based on analyzing the search data.
Elaborate on how EYStudios customizes the strategy of the PPC services to the individual needs of the merchant?
Every business is different and while most basic PPC strategies apply to most clients, there are always unique differences within every campaign. At EY, we believe in learning and understanding our clients business in order to be more successful in marketing their products. The better we understand our clients challenges, the better we can manage and promote their products or services. We ask questions like “What are your highest and lowest margin items?” “How are you different from your top competitors and how can we use that to improve conversions/sales?”. We are able to meet the individual needs of every merchant by understanding our clients and embedding ourselves as part of their team vs. using a disconnected 3rd party.
For more information about PPC Marketing and EYStudios, call us at 678-402-6378 or email firstname.lastname@example.org.