When Leo Sgovio took a job at a Toronto travel company in 2007, he asked a cousin who worked there, “What is the highest paying job in this company?” When he learned it was in SEO, he started reading about it and earned a certification as an SEO specialist with expertise in Google and Bing ads. By 2010, he earned another certification, this time in Adobe Analytics. His job gave him lots of practice in helping websites rank on Google and in using Google AdSense.
Knowing his way around the world of internet ads paid off. Sgovio, who’d started his career in the fashion industry in Southern Italy, secured sponsorship to stay in Canada from his employer. He eventually started selling supplements through a brand called Lovetica on Amazon in 2015; he still owns 50% of the business, having sold it to a partner. Lovetica brings in about $700,000 in annual revenue, he says.
“I needed to do something on my own,” he recalls. “If I have to be here far from my family, it had to be worth it.”
His business took off, thanks in part to a creative approach to pay-per-click advertising. When selling a product for troubled skin, for instance, he directed ads to women who were buying diapers, aware that many women have skin problems post-pregnancy.
“Amazon was still in its infancy,” he says. “It was easy to build a brand on Amazon. Then I started speaking at conferences. I was able to bring all the knowledge of the digital marketing world. The Amazon space all of a sudden became gold.”
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