Which Google products are right for which type of business?

Know which ad types are best for you.

DavidJohn sent me a scan of some training materials he received from Google a few years ago. It’s a deck of cards with information on which Google products are most appropriate for which business types. It looks like this:


Do you recognize it? Some of it is a little out of date, but overall it’s pretty cool!
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By Kevin Frei at October 17, 2018

Supporting Your Buyer’s Journey with Email


It’s true that the marketing funnel is anything but linear. That fact makes it harder and harder for businesses to recognize and fix gaps in their digital buyer’s journey. For small sales and marketing teams, that challenge is often even greater; it can be difficult to qualify and support all leads that your company generates in meaningful ways.

One solution to this growing challenge is to create better content experiences.  In order to do so, you need to audit common interactions your leads have with your business leading up to purchase of your products and services. Then you’ll need to find ways to scale those interactions. 

One channel that still remains effective in delivering information and supporting your leads in a scalable way is email.

Let’s walk through a typical buyer’s journey to uncover what types of email campaigns you may want to run to support leads, no matter where they enter the funnel.
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By Kevin Frei at October 11, 2018

Pre-Launch Checklist: Website Performance Tracking


If your marketing plan includes sending users to your website, you need to follow these steps to make sure that you have visibility into how that traffic performs against your goals.

Step 1: Set Measurable Goals

What can users do on your site? You want to track the most valuable actions so you know where to focus your marketing efforts. Here are some examples of the actions you want to track: Continue reading “Pre-Launch Checklist: Website Performance Tracking”

By Kevin Frei at October 8, 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

When to Go Solo as a Digital Marketing Professional

Work for yourself, be your own boss. For a lot of us, that is the dream. But it entails a huge risk, and so it is worth asking when is the right time to ditch the office and fly solo.

Since this blog is about digital marketing, I’m speaking primarily to people who work in this industry. The ideas are applicable to entrepreneurs in general, but digital marketing is one industry in which most of us have at least contemplated self-employment.

In this post I suggest some ways to think about the issue of self-employment and whether it is the right time for you. Everyone is different, and no two circumstances are exactly alike, but hopefully these suggestions will help focus your thoughts as you evaluate what is best for you.
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By Kevin Frei at September 27, 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