Keyword Match Type Confusion

Gulliver espies Laputa

A Critique of the Acquisio Study on Google Match Types

A few days ago Search Engine Land published the article “Google keyword match type tournament: Place your bets on Exact” by Marc Poirer, which details the results of a study on how match type affects various metrics in an ad campaign.

The catalyst for the study was a recent announcement by Google that “exact match close variants will begin including close variations that share the same meaning as your keyword.” Google included the following chart as an illustration:


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By Kevin Frei at December 2, 2018

What To Do With An Audience

Who Is My Audience?

As a business person, your audience is the reason why you have a business. These people could fall into any of the following categories:

  • Fits your customer profile
  • Could connect you with potential customers
  • Can add credibility to your business

These people could be past or current customers, sales leads, personal contacts, or anonymous visitors of your website or social media. Once you find out all the things you could do with this audience, your imagination will run wild with how you’ll identify these people.

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By Kevin Frei at November 21, 2018

The Postcard and the Feedback Form

Lessons from the hospitality industry.

The hospitality industry is far older than the internet, and its insights can be instructive to those of us who work in the digital realm. If we want to delight our customers and build brand loyalty, we should look to the old masters whose techniques have been honed through the ages.

One of my favorite hotel perks – and certainly one of the cheapest from the hotel’s perspective – is the free postcard on the nightstand. Nobody is in a bad mood when writing a postcard to a loved one. A postcard is an invitation to put down the phone and with pen in hand reflect on your experience.

The postcard is not just a blank white piece of paper. It comes pre-packaged with something worth sharing: a nice picture. And of course, the postcard always comes with the hotel’s own insignia, too. It’s basically the stationary version of “click to tweet.”

The postcard is not to be confused with the feedback form. When a customer has a complaint, hotels want to make it very easy for them to address their concerns to management. Otherwise the customer may find a more convenient outlet on Yelp or TripAdvisor.

The analogy to websites is obvious. When a user visits our site or uses our app, we want to make it very easy to broadcast good experiences to the world, while resolving negative experiences as discreetly as possible.

What other lessons can digital draw from hospitality?

By Kevin Frei at November 15, 2018

Do Our Gifts Scare Away Potential Customers?

A new study shows how generosity can backfire.

Ethical Digital’s outbound sales strategy is based on gift-giving. We have a handful of useful stuff to hand out for free to start the conversation, followed by a low-risk, high-value offer to establish the prospect as a customer. It’s a time-tested approach that is both honest and effective.

So I was a little surprised when I came across a study from the University of Zurich that shows that gift-giving can actually hamper negotiations if done too early. In fact, in their experiment it actually decreased revenue when a gift was offered at the initial meeting.
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By Kevin Frei at November 8, 2018

Building Your Digital Marketing Superteam

The Essential Elements of Great Teamwork

Building a superteam is not just about getting the best players. You need the essential elements of great teamwork: leadership, chemistry, and complementarity. If any one of those ingredients is missing, you could end up with a disaster on the scale of Star-Lord completely blowing it while the Avengers were seconds away from disarming Thanos.

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By Kevin Frei at November 1, 2018

The Other Reason You Need an Integrated Marketing Strategy

Your marketing channels should be balanced.

Overcoming Marketing Channel Bias

The usual argument for integrated marketing is that when your marketing channels are coordinated, the whole is more than the sum of its parts. That’s very true, and you knew that already.

The other reason, which is not often discussed, is that it helps overcome channel bias. PPC people will always favor PPC. Social Media people will always favor Social. Print people will favor Print. The job of your marketing strategist is to allocate your budget most effectively, without favoring any one channel over another.
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By Kevin Frei at October 26, 2018