You can have the best data and most sophisticated tools, but it doesn’t mean anything without great people. Fortunately, at Catalyst, we have no shortage of great people. From Search Associates to Search Directors, and from Project Managers to Managing Partners, each member of the Catalyst team is committed to maximizing client business results and making Catalyst a world-class agency. Read our Employee Spotlight series to meet some of the team members responsible for making Catalyst an all-star agency partner and a great place to work.
Name: Ryan Coffey
Title: Paid Search Manager
How long have you worked in search/social/digital and what type of clients have you worked on?
Over 4 years. I’ve worked on CPG, travel, home appliances, insurance, and credit card clients.
How did you get your start in SEO/paid search/paid social?
At Catalyst as a Paid Search Associate.
What do you like most about working at Catalyst?
- The people
- There’s often an opportunity to work on different types of clients, platforms, and try new things.
What has been your greatest achievement or success in search/social?
Plenty of account restructures that led to better performance. I worked with a team to restructure a very large paid search account of an airline client by creating an entirely new keyword portfolio and budgeting strategy. This resulted in an 11% increase in revenue and 92% increase in ROAS YoY.
In your opinion, what is the most important search/social trend or change for 2018?
This is a tough one since so many things are changing so quickly, like shifts in voice search, increase in social and Amazon investment, and the increase in the number of people that are willing to convert on mobile. My pick for the most important would be the increase in audience search products, because this will eventually lead to a complete change in how paid search operates.
If you had to give one recommendation to an advertiser who wants to use search or social marketing to achieve business results, what would it be?
My one recommendation is to not hold your search and social marketing campaigns back by assuming you already know what target keywords or audiences will work best, and what results those will get you. It’s important to test keywords, audiences, ad types, and new products because the results might surprise you (in a good way). That doesn’t mean accounts should target indiscriminatingly, but never making changes like these can lead to missed opportunity.
Share a fun fact about yourself
I have a cat named Dunkin (Coffey), which I thought was very funny and clever when I was 14.
Why Ryan Makes Us Proud
“Ryan is always willing to take the extra step to satisfy the client and exceed business needs. Over the years, Ryan has excelled working across numerous verticals. From CPG to travel, he’s always exhibited great knowledge of advanced paid search techniques and bid management tools (Marin, DoubleClick, Kenshoo). He’s also mastered client relationships and our clients absolutely love him. His ability to understand, prioritize, and finish a given task within allotted times and attention to detail is exceptional, and we’re very proud having him on the team.” – Yannis Granas, Group Search Director
“Ryan is a critical team member and a key driver of business results for our clients. He is proactive and collaborative with internal teams as well as key client stakeholders. Thanks to Ryan’s advanced search expertise, intimate understanding of client business goals, and excellent communication skills, Catalyst’s clients readily trust and adopt his recommendations. He is also an excellent teacher, always helping to develop and grow the search knowledge of his team members as well as his clients.” – Mary Connelly, Partner, Group Search Director