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

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

We Are Not Right for Each Other

Some relationships just aren’t meant to be.

We offer a wide variety of services at a range of price points to meet the needs of almost any customer, and our value proposition is second to none. Yet there are still some scenarios where it may make sense for clients to look elsewhere.

In this post I’ll suggest a few such scenarios in which Ethical Digital may not be the best fit.
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By Kevin Frei at October 4, 2018

I Can Do That For You

I can do that for you.

It’s a six word sales pitch that anyone can learn. You don’t have to knock on doors. You just have to be ready when opportunity comes knocking for you.

Many of the most successful people in the world got to where they are by saying “I can do that for you” at the right time to the right person. I’m sure many of them didn’t know how they would do it when they said it. They figured that part out later.

It’s so easy to say “I can do that for you.” The hard part is saying it with the confidence that you can deliver the goods.

Ethical Digital is about empowering you with that confidence. You can promise any combination of digital marketing solutions – PPC, SEO, Social Media, Web Design, you name it – knowing that you are backed by a team of highly competent, well-incentivized specialists ready to fulfill on those services.
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By Kevin Frei at September 20, 2018