(Paid Advertising)

Google Ads for Dummies

Ryan Chute
Ryan Chute
May 24, 2022
Google Ads for Dummies

Say someone is in the market for a new air conditioning unit. Where are the most likely places they will go to find a reputable company? Some people might ask their friends or family for referrals, while others might type "A/C replacement" in a search engine. And what search engine owns more than 92 percent of the global search engine market? Google. When someone searches in Google, a whole slew of search results appear. But the results that are most likely to catch their eye are the ones that appear at the very top of the page — the paid search results. These are Google Ads. As a home service brand, Google Ads acts as the digital equivalent of a referral from a friend. They allow you to place your brand in front of people who are actively searching for the services you offer, at the precise moment they're looking for them. In other words, Google Ads allows you to be there when your potential customers are ready to buy — which is why it's such an effective marketing tool. Ready to get smart with your Google Ads strategy? Continue reading our guide to learn everything you need to know about Google Ads for your business.

History of Google Ads

Google Ads was launched in 2000, just two years after Google.com became the most popular website in the world. Originally coined as "Google Adwords" the advertising platform was created as a way for businesses to advertise their products and services on Google’s search engine. By 2018, the platform was rebranded as "Google Ads" and has evolved to now offer a variety of features and tools that businesses can use to create effective online ads. Now in 2022, Google Ads is known to be one of the most popular and effective online advertising platforms available. Want to become a master of your Google Ads management? At Wizard of Ads®, our Google Ads Wizards can help you create and optimize your ad strategy to get the most out of your advertising budget. Book a call with us today to learn more!

Google Ads Terms

Google Ads Terms

To make the most out of Google business ads, it's important that you are familiar with all of the terms used on the platform. Here are some key terms that you should know:

AdRank

AdRank is a metric used to determine your ad's position on the search results page. AdRank is based on several factors, including your max CPC (cost-per-click) bid and the quality of your ad. This feature is great for determining how well your ad is performing, and for keyword research.

Bidding

Bidding is the process of setting your max CPC bid for each of your keywords. Your CPC bid is the amount you are willing to pay for a click on your ad. This is useful for setting a budget for your campaigns.

Campaign Type

Campaign type is the setting that determines how your ads will be shown on the search results page. There are four campaign types:

  • Paid Search: Display your ad on the search results page when someone types in a relevant keyword.
  • Display Ads: Showcase your ad on websites that are within Google's Display Network.
  • Shopping: Feature your product listing information on the search results page.
  • Video Ads: Display your video ad on websites that are within Google's Display Network.
  • Google App: Advertise your ad within a specific app.

Which campaign type you choose will depend on your advertising goals. We’ll go over each in more detail later on in this article.

Click-Through Rate (CTR)

The percentage of people who click on your ad after seeing it. This will assist you in understanding how well your ad is performing and whether people are finding it relevant.

Conversion Rate

The percentage of people who click on your ad and then take the desired action on your website, such as making a purchase or signing up for a newsletter. When you know your conversion rate, you'll be able to understand whether people who see your ad are actually interested in what you're selling.

Display Network

This is Google's network of websites, apps, and videos where your ad can appear. For example, if you're selling HVAC services, your ad could appear on a home improvement website.

Ad Extensions

These are additional features that you can add to your ads, such as a phone number or location. Ad extensions can help improve your click-through rate because they give people more information about your business.

Keywords

These are the words or phrases that people use to search for your product or service. When you choose keywords, you're telling Google which searches should trigger your ad. This can be SEO keywords, like "HVAC repair," or more general terms, like "air conditioning."

Pay-per-Click (PPC) or Paid Search

Paid search is a type of advertising where you pay Google a certain amount each time someone clicks on your ad. The amount you pay depends on how popular the keyword is that you're bidding on.

Quality Score

This is a number that Google assigns to your ad, based on how relevant it is to the person who sees it. A high Quality Score means that your ad is more relevant, and you'll pay less per click. This allows you to get more clicks for your advertising budget.

Automated Bidding

Automated bidding is where you let Google set your bids for you, based on your budget and goals. When Google optimizes your bidding for you, you don't have to worry about manually setting your bids. This can save you time and help you get more clicks for your budget.

Manual Bidding

Unlike automated bidding, manual bidding is where you set your own bids. This gives you more control over how much you spend per click, but it can take more time to manage your bids. Manual bidding can be more beneficial in situations where you have a specific budget in mind.

5 Campaign Types on Google Ads

5 Campaign Types on Google Ads

There are many different directions that you can go in for your Google Ads campaign. Here are the five main types of Google Ads campaigns that you can use to market your online business:

Paid Search Ad Campaigns

Paid search ad campaigns are a great way to get your website in front of potential customers who are actively searching for what you have to offer. By bidding on relevant keywords, you can ensure that your ads are shown to people who are most likely to be interested in what you're selling. If you're thinking about launching a paid search ad campaign, here are a few things to keep in mind:

  • Choose your keywords carefully. Make sure you're bidding on keywords that are relevant to your business and that people are actually searching for.
  • Set a budget. Decide how much you're willing to spend on your campaign and stick to it.
  • Monitor your results. Keep an eye on your click-through rate (CTR) and conversion rate to see how well your campaign is performing. If you're not getting the results you want, consider making changes to your keywords, ad copy, or landing pages.

Paid search ads can be an effective way to drive traffic to your site and generate leads or sales. However, they can also be expensive, so it's important to carefully consider your goals and budget before starting a campaign.

Display Ad Campaigns

Display ad campaigns are a type of advertising that uses visuals, such as images or videos, to capture attention and promote a product or service. They can be used on websites, apps, and other digital platforms. Display ads can be an effective way to reach potential customers and generate leads. They can also be used to build brand awareness and create an association with a certain product or service. When using display ads on Google, businesses can target potential customers based on factors like interests, demographics, and online behavior. Google also allows businesses to target specific websites or apps where they would like their ads to appear. To ensure your campaign is successful, it is important to choose the right keywords and create relevant and engaging ad copy. Additionally, you should consider your budget and set a realistic goal for your campaign. With the right planning and execution, display ads can be a powerful marketing tool.

Video Ad Campaigns

Looking to engage your audience with enticing visuals? Then video ad campaigns are the way to go! Video ads are a creative way to get on your target audience’s radar when they may not have heard of you before. For example, if you want to create a Google commercial about your plumbing business, you can target people who live in a particular area and have searched for keywords like "plumber" or "leaky faucet." You can also set up your ad so that it only appears when people are watching videos related to plumbing or home improvement. This ensures that your target audience is seeing your ad, rather than wasting your time and money on ads that no one will ever see.

There are a few things to keep in mind when creating video ad campaigns. First, you'll need to create an eye-catching and attention-grabbing ad. Your ad should be short, sweet, and to the point. It should also be relevant to the keywords that you are targeting. If your ad is not relevant, people will simply skip over it and you'll miss out on potential customers. Next, you'll need to choose the right keywords. You'll want to choose keywords that will reach your target audience when they search for related terms. Lastly, don't forget to track your results! You can do this by setting up conversion tracking in Google Ads. This will allow you to see how many people are clicking on your ad and whether or not they are converting into customers.

Google App Campaigns

With Google App Campaigns, you can promote your mobile app through Google's ad network. This type of campaign is specifically designed to reach potential users across multiple platforms, including search, YouTube, and the Google Display Network. App campaigns are a great way to reach new users, as they allow you to specifically target people who are likely to be interested in your app. You can use keywords and demographic information to make sure your personal ads are shown to the right people. To make sure your app advertisement is engaging, try using video or images to show off your app's features. You can also use deep links to take potential users directly to specific content within your app as well as showcase reviews and ratings to give people an idea of what others think of your app.

Shopping Ad Campaigns

If you're looking to advertise your products or services on Google, shopping ad campaigns are a great way to do it. Shopping ads are essentially product ads that appear in Google search results, and they can be an effective way to reach potential customers who are already interested in what you're selling. The key to successful shopping ad campaigns is choosing the right keywords. When potential customers search for those keywords on Google, your ad will appear in the results. So it's important to choose keywords that are relevant to your products or services and that potential customers are actually likely to search for. Once you've chosen your keywords, setting up a shopping ad campaign is relatively easy. You'll just need to create a few ads and then set a budget for how much you're willing to spend on each one. After that, you can sit back and watch the leads (and sales) roll in!

Google Ads Bidding Strategy

Google Ads Bidding Strategy

Google Ads offers several bidding strategies to choose from depending on your business goals. You can choose to optimize for clicks, conversions, viewable impressions, or a combination of these objectives. Each bidding strategy has its own benefits and drawbacks, so it's important to select the one that best aligns with your goals. CPC (cost-per-click) bidding is the most popular Google Ads bidding strategy. With CPC bidding, you pay each time someone clicks on your ad. This type of bidding is good for businesses that want to drive traffic to their website or generate leads. The downside of CPC bidding is that it can be expensive if your click-through rate is low. CPA (cost-per-acquisition) bidding is a Google Ads bidding strategy that allows you to pay for each conversion.

This type of bidding is good for businesses that want to generate sales or leads. The downside of CPA bidding is that it can be more expensive than CPC bidding if your conversion rate is low. Viewable impressions bidding is a Google Ads bidding strategy that allows you to pay for every 1,000 times your ad is seen. This type of bidding is good for businesses that want to increase brand awareness. The downside of viewable impressions bidding is that it can be more expensive than CPC or CPA bidding if your view-through rate is low. With so many Google Ads options available, it can be difficult to know which one is right for your business. Start by considering your campaign goals and then choose the bidding strategy that best aligns with those goals. If you're not sure which bidding strategy to use, consider experimenting with different options to see what works best for your business.

Google Ads at Work

So, we now have a thorough understanding of what Google Ads' main functions are and why businesses should be interested in using this tool. But how does it actually work?

Google Analytics

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic, currently as a platform inside the Google Marketing Platform brand. It does this by collecting data from a customer's site settings through the use of Google cookies and then analyzes the collected data and provides users with customized reports about their website traffic.

Urchin Tracking Module (UTM)

The Urchin Tracking Module (UTM) is a small piece of code that can be added to the end of a URL, which allows Google Analytics to track the source of the traffic. This will help you to see not only where your traffic is coming from, but also what type of traffic it is.

Conversion Tracking

Conversion tracking is a feature in Google Analytics that allows you to track what happens after a user clicks on one of your ads. This can be used to track sales, leads, or any other desired action that takes place on your website. Google is able to track this data by placing a small piece of code on your website, known as a conversion tracking pixel.

Customer Relationship Management (CRM) Integration

CRM integration is a process that allows you to connect your Google Analytics account to your CRM software. This is done by simply installing a plugin or adding some code to your website. CRM integration allows you to see your customer data in one place, and make better decisions about your marketing & advertising strategies. There are many different CRMs available, so be sure to choose the one that best fits your needs. If you have any questions about getting started with Google Ads, or if you need help optimizing your account, we'd be happy to help. At Wizard of Ads®, we help residential home service businesses build brilliant brands using the exceptional advertising spells we've acquired over three decades in the trenches. We're a team of home service marketing wizards who are ready to help you take your business to the next level. Book a call with us to maximize your digital advertising today!

(Online)
(Offline)
Ryan Chute
Ryan Chute

Helping small businesses become BIG brands with a holistic marketing strategy that speaks the same language across all sales and marketing channels.

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Frequently asked questions

Questions? We’ve got answers.

Who does the Wizard of Ads® for Services work with?

Wizard of Ads® for Services work with healthy and growing businesses hungry to grow by multiples, like you.

You are ready, willing, and able to grow your business. You are open to change and are seeking a distinctive angle of approach to gain the time and attention of a too-busy public.

You know that lasting relationships take time, patience, and good energy to nurture and cultivate. We carefully enter into every arrangement with the intention of working with you for as long as you own your business. You prefer lasting partnerships.

You are already a solid operator. You have successfully grown your business and appreciate the impact the right brand story will have to get to the next level in your operation. You know a strong relational message takes time to gain momentum, but it’s worth the one-time short-term discomfort for the long-term gains.

Marketing cannot fix a failing business.

We accelerate what’s already happening in a business. If your business is on the rocks, marketing will only speed up the inevitable.  

You’re focused on lasting change that leads to exponential, profitable growth, not just sales at any cost. Intuitively, you know that communication that enhances every element of your customer's experience and your employee's culture is the key to your success.

Our advertising model works best for services who have a long purchase cycle and sell a more expensive product like jewelry, furniture, luxury products, and automotive.

How does the Wizard of Ads® for Services charge?

Traditional full service marketing agencies are designed to capture the greatest amount of revenue from a client, regardless of results. Every last item is billed and expensed to the client. Typical agency fees can represent a whopping 55% of the entire advertising budget. That means a $5 million dollar advertising budget, you would spend $2.75 million on agency fees.

Think of Wizard of Ads® for Services as the Anti-Agency.

Our income is not tied to your advertising budget. Our income is exclusively tied to your growth. Our goal is to maximize your advertising impact with the lowest reasonable spend. This allows you to spend only what is necessary or to put extra horsepower into aggressively growing in your market.

The genius of this model is that it perfectly aligns our motivations as true partners for exponential profitable growth without the pain of being unaffordable. Ultimately, we are confident in taking the risk of being underpaid in the first few years because we know the results always speak for themselves.

Next, we do not accept commissions, referral fees, kickbacks, or other compensation from any service providers we recommend or engage for production work. Most agencies do. This includes the 15% agency commission for media buying. This approach is considerably different from the compensation plan employed by most advertising agencies, as it eliminates any potential conflicts of interest and allows us to focus our entire attention on helping you grow your business profitably as a true partner. For example, a $500,000 annual media buy would involve a $75,000 commission that we would have removed directly from your media providers' invoices.

This is the perfect pricing model for services who sell goods with a long purchase cycle.

By tying ourselves to gross revenue, we only have one motivation. Your motivation. We have no motivation to convince you to spend more money on marketing than what is necessary, and since we are a variable expense to sales, we NEVER become too expensive to have us on your team.

In almost every case, we end up lowering the amount of money you spend. We will stay within your planned marketing budget, including your media spend, production, and our Annual Fee. Add on the fact that you get any and all commissions back for media buys and various services provided by outside providers, and you will actually save money having us on your team.

Don’t forget, we have the largest buying power in North America for media buying, meaning for every dollar you spend buying media, we only spend 27 cents on average. This stretches your reach, impact, and frequency in a way no other agency (or yourself) can achieve on your own, saving you hundreds of thousands of dollars, eventually millions, every single year.

Clients who heed our advice and embrace our Marketing Strategy quickly add $1 million in incremental revenue to their business, making your investment a smart bet and a bit of a no-brainer.  

There is no longer any guesswork, hope, or fear that our marketing strategies are going to work. If our client’s are able to abandon any limiting beliefs about marketing, deliver operational excellence, and play the long game, our marketing strategy will accelerate their profitable growth.

Wizard of Ads® for Services pricing model is based solely on the top line revenue of your company. It consists of an Upfront Fee and an Annual Fee. These fees are inclusive of scheduled travel, services, and all other expenditures as outlined in the Consulting Agreement.

The Upfront Fee covers the intensive Uncovery Process, the first year’s Media Buy, the Creative Process, and the Market Research while the Annual Fee goes toward implementation, ongoing creative and consulting, and next year's media buy. You get a team of 3.5 people, with direct access to a top tier Creative Lead and Media Buyer, and on-demand access to me as your Master Strategist. You will also have a full-time Account Manager keeping everything on track.

While the upfront does have an initial pinch, it is easy to amortize the investment over the many years we will be working together to grow your business. Wizard of Ads® retain clients for 10 years, on average. The sale of the business is the number one reason for termination. We actively terminate the bottom 1% of clients who are unwilling or unable to follow our strategies.

Wizard of Ads® for Services believes that all rewards should be directly correlated to the success of our clients. This means that the Wizard of Ads® for Services only receives a raise when the company achieves growth. For example, if your gross sales for the year have increased by 25%, the Annual Fee you pay us in the following year will also be increased by 25%. Likewise, if your gross sales decrease, our Annual Fee will decrease by the same percentage during the following year.

This is an exceptionally easy and fair way to track and reward success. This model was developed by Wizard of Ads® over 35 years ago and has served us well because it serves our clients well.

As a rule of thumb, we take the risk of working for considerably less than our actual value in the first few years as we help accelerate growth. This means you need to be willing to pay us exceptionally well when you start doing even better.

When should I engage The Wizard of Ads® for Services?

There are four key revenue stages for engagement with the Wizard of Ads® for Services.

  1. Under $3.6 million in revenue
  2. Between $3.6 and $10 million in revenue
  3. Between $10 and $20 million in revenue
  4. Over $20 million in revenue

Under $3.6 million in revenue is an investment in your brand. This will serve you well in establishing your brand story early on and help you with your name, logo, and truck wrap design. It's easier to create pictures from a story than it is to make a story based on pre-drawn pictures. You'll be glad you did. Everyone on a fast path to growth is.

Most clients start with Wizard of Ads® for Services between $3.6 and $10 million in revenue. They have often seen a natural ceiling with their leads for demand service and are looking for ways to push past the ceiling. This can only be done with a properly executed brand strategy, specifically in mass media with a sticky story.

Between $10 and $20 million in revenue, Wizard of Ads® for Services has some natural economies of scale. This is a sweet spot where Wizard of Ads® for Services can offer some added value in getting the ball rolling.

Over $20 million in revenue is actually the lowest cost point of entry as a percentage of revenue, but not the cheapest time to start with the Wizard of Ads® for Services. Leveraging all economies of scale aside, we have been left out of the upside along the way, so engaging when over $20 million in revenue means we have to mend a lot of fences damaged along the way. This is also where clients see significant savings in their media buys and production costs.

There are also three market sizes to consider.

  • Primary Markets are the top 50 cities in America.
  • Secondary Markets are the smaller cities in America.
  • Tertiary Markets are the more rural trade areas in America.

When considering an engagement with The Wizard of Ads® for Services, consider what size market you are in. For example, a $3.6 million company in a Primary Market will struggle to get the necessary reach needed to make a splash. You either have to be more patient than a larger company or spend more money to accelerate your reach.

Alternatively, a $5 million company in a Secondary Market will look like a pretty darn big fish in a medium-sized pond.

A $20 Million company in a Primary Market will feel like a $50 million company using our strategies to potential customers.

The key to remember is that the earlier you start with the Wizard of Ads® for Services, the lower the investment to get started. As they say, the best time to plant a tree was 20 years ago. The second best time is today.

Are production costs included in your fees?

Offline, the Wizard of Ads® for Services Creative Lead will create the ad copy, cast the voice actors, source the production house, direct the performance, pick the music bed, manage all the edits, and provide you with the completed ad for final approval before sending to air on your behalf. This is included in our fees.

You pay for the production house, actors, royalty-free music, and jingles directly to avoid any potential for markups, commissions, or management fees.

We have many friends in the industry that give our clients good deals due to the large volume of work we provide them. We will introduce you to them.

Online, the Wizard of Ads® for Services Digital Lead will either coordinate production in-house or work with your preferred digital vendors. The scope of work will be determined and fees will reflect the scope of work to be done.

How long before a brand-forward strategy starts working?

In approximately three months of activation, we’ll just be getting live on air. In six months (3 months on air), you’ll be getting anecdotal feedback from people that you are being heard, but there will be no direct line to revenue.

After 6 months on the air, you’ll think you made the biggest mistake of your life signing up for this branding nonsense. After 9 months on the air (12 months in) you’ll see the light at the end of the tunnel.

At 12 full months on the air, you’ll know why you did this branding thing. Two years from now, we'll be clinking champagne flutes as you wonder why you didn’t do this sooner.

How long before we’re live?

The general guideline is 70-120 days, depending on the level of production needed and if there is a name change to your business.

This includes an onsite visit, a deep dive into research, and getting things created, negotiated, approved, produced, and live on the air.

  • Uncovery - 15-30 days based on travel. 1-2 days onsite.
  • Research - 30-60 days based on the scope of work.
  • Creative and Media Buy Process - 45 to 60 days
  • Offline Production - 15 days for radio. 30 - 60 days for television.
  • Online Production (if switching) - 60 days

This means planning for roughly 90 to 120 days in the proper development and production of a completely unique Marketing Strategy before anything hits the airwaves.

Are you exclusive?

Creatively, yes. During the term of this Agreement, all Creative Partners assigned to your Account shall not engage, directly or indirectly, as an employee, officer, manager, partner, consultant, agent, owner, or in any other capacity, in any competition of the client, including any company engaged in marketing consulting.

For clarity, the Creative Partner is defined as the individual Wizard of Ads® Partners who is responsible for creating your creative strategy and ongoing creative copy. Competition is defined as companies that engage in the same industry and business units (e.g., Furniture, Automotive, etc.) as you. The market area is defined as the area where the marketing message naturally reaches through DMA or 60 miles from the city center of the client's service area(s).

Naturally, we exclude any potential future competition in markets where you are not currently active at the date of signing.

We do not limit Media Buyers in any market. Media Buyers get better deals for larger volumes, making it beneficial for the client to have the Media Buyer available to do as many buys as possible to secure the best deals on the client’s behalf.

Do you do digital marketing?

Wizard of Ads® for Services can provide a host of digital marketing solutions for services. Wizard of Ads® has specialized Partners that provide digital services that serve services effectively. Under no circumstances will digital marketing services be offered without Wizard of Ads® for Services core solution.

It is most likely that Wizard of Ads® for Services will work with your existing digital partners and suppliers. If you do not have a reliable digital provider, we would be happy to introduce you to a number of great providers that play nice with Wizards.

Do you do jingles?

Wizard of Ads® for Services can assist you in getting a jingle for your business. Like any other tactical element of a marketing strategy, we do not produce a jingle for the sake of a jingle.

If you do not have a story or a strategic reason to have a jingle...or an ad campaign to tie it to, do not waste your hard-earned money on a jingle. You are wasting your time and money.

When you do build a single unified marketing strategy that incorporates a jingle for a specific (often scientific) reason, we have a Jingle Wizard who has studied the art and science of jingle design.

He will score you an original, royalty-free jingle, including professional singers, musicians, and producers. He will not knock off a generic jingle from a publicly available music bed that sounds like everyone else's jingle.

Your jingle will serve a very specific reason and produce a very specific result. Have you guessed how much we love jingles yet?

Who owns the copyrights?

Wizard of Ads® for Services owns copyrights for two very specific reasons. We also provide a fair use clause in all contracts to ensure you are in no way limited to the access of your creative works, whether you are working with us or not.

The first reason we own your copyright is to ensure that we do not have to go up against our own creative works in other markets we serve. This means you are not allowed to lend, give, borrow, tweak, rent, lease, or sell your creative works to any other company at any time.

The second reason we own your copyright is that we can establish a one-time value for your creative works in the event that someone steals the content. Upon selling you the copyrights, you can go after the perpetrator for theft and make a considerable bounty in a slam dunk case.

Here is how Wizard of Ads® word the fair use of your copyright for as long as your business is in operation:

All writing and/or marketing materials we create for you are not works-for-hire. Wizard of Ads® for Services hereby irrevocably grants you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
How do I measure brand results?

There are a number of interesting ways to measure results. Some people like to get unique identifying telephone numbers, or create branded URLs that redirect to landing pages or the website. However, much of this is a waste of time and energy as it never tells the true story of the brand journey and how it affected the decision-making process.

Other indicators of brand effectiveness include tracking new customers, reactivated customers, or running a brand equity survey to get a sense of your share of mind. Digitally you will see direct search increase, which cannot be affected by anything digital, as well as branded keyword inquiries increase. You’ll, of course, need to get your digital people to add these to your campaigns if you hope to see an increase in conversions.

Wizard of Ads® for Services racks the simplest of indicators. Top line revenue. When your branding takes effect, and the company responds in kind from the phone call or form fill-on, top-line revenue will increase. Efficacy is plotted on a T12, and total lead volume from all sources is tracked.

12 things you should know before signing up.
  1. Quality relationships take time. Branding is a long-term strategy. That’s why most services do it wrong, or not at all. There is always a lag between the start of the new campaign and the time it takes your customers to connect the dots. You MUST BE READY, WILLING, AND ABLE to endure this lag period. In our experience, the lag is typically 6 to 9 months, depending on how competitive the marketplace is, your company’s reputation, your budget in relation to reach, and the eight uncontrollable environmental factors. During this time, we will be helping you implement a transition plan to ease the pain. The good news is that this lag only happens once.
  2. Decisions by Committee. We completely reject the notion of decisions by committee. We work with a single, courageous decision-maker. We welcome decision influencers, but we only look to the Owner for the final decision. All decision-makers and influencers must be involved in the Uncovery and Marketing Strategy Presentation if they want to offer input in the future. It is critical that we have a 100% fully approved plan that can be defended and championed by all leaders in the organization.  
  3. Proven Strategy. That means we are not the low-cost provider. With hundreds of service clients and a playbook of strategic devices, tools, and tactics, this isn’t a guessing game for us. We know what to do to make your goods and services appealing to potential buyers. If you can deliver the goods, we can  build the relationships. If you are uncomfortable with the idea that you are paying us less now so that you can pay us considerably more once revenues allow, please do not commit. We intend to be your true partners, in sickness and in health...so long as you own your business.
  4. Automatic Payments. Everything is on automatic payments. If you struggle with managing cash flow, figure that out in your business first. We accept all major credit cards and ACH payments.
  5. We Cause Problems. If you don’t have a capacity issue now, I promise you will in about 9 months. Let’s deal with recruitment out of the gate as part of your comprehensive marketing strategy.
  6. We Own the Copyrights. All writing and/or marketing materials we create for you are not works-for-hire. We irrevocably grant you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
  7. Brand Building. We will be steering you to limit the use of discounts, rebates, coupons, and sales to attract clients. We know this feels counterintuitive to many, and we will clarify our reasoning. Rest assured, we have considerable experience in creating similar offers that are not damaging to your profitability, your brand’s integrity, and your preferable long-term client relations.
  8. Creative Authority. We must have creative authority over the words. You can accept copy as written or reject it outright, but you cannot modify the words yourself. If you do not like something as written, we are happy to discuss it and make the necessary change to maintain the integrity and intention of the words chosen. Alternatively, we will scrap the concept and create new copy that you are happy to get behind 100%.
  9. Proprietary Algorithm. The media buy must be structured in a very specific way, including running a full 52-week schedule. It is based on brain chemistry, not P&Ls. Once we have committed to the buy, it’s important to avoid adjustments unless they are calculated additions.
  10. Knucklehead Factor. You should expect knuckleheads. For example, when you start running ads that are certain to get attention, you need the courage to continue running those ads, even when you receive complaints. We celebrate complaints. It means we’ve made people feel.
  11. Digital Weasels. In about three months from the time your advertising campaign hits the airways, your digital marketers will show you a marked increase in direct and organic traffic. Some Digital Marketers will mistakenly claim this success as their own. Done properly, you can continue to spend less and less on digital lead generation by increasing your branded keyword online presence.
  12. Annual Marketing Meetings. Travel permitting, we prefer to hold Annual Marketing Meetings (AMMs) outside your city. Years of experience have taught us that we get better results when decision-makers are outside their sphere of influence, away from the day-to-day distractions of the office.

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