(Paid Advertising)

Ad Relevance: The Secret To an Effectively Working Ad

Ryan Chute
Ryan Chute
November 2, 2022
Ad Relevance: The Secret To an Effectively Working Ad

Have you ever considered 'ad relevance' first before you published an ad? If not, you should. You want to increase the relevance of your ads if you dread a lack of engagement and mediocre conversions. Allow me to explain. For business owners, ads are like a double-edged sword. Why? Because entrepreneurs like us publish ads regularly, but we're also oftentimes at the receiving end of advertisements. There's just one problem. People and business owners alike lack the core understanding of what makes ads work. They don't know which ads are blunt to not affect people and which are sharp enough to penetrate people's interests. Enter: Ad relevance. Relevance is the key factor in determining whether or not your ad will captivate its audience and ultimately drive conversions. The question is, what exactly is ad relevance and how do we increase it in our advertising? You'll discover the answer here today. Keep on reading.

What Makes an Ad Relevant_

What Makes an Ad Relevant?

Before clarifying what makes an ad relevant, it would be best to first answer ‘what does relevant mean?’Google says it's the quality or state of being closely connected, appropriate or pertinent. Ad relevance combines advertising and relevance into a single idea, converging their definitions. That means ad relevance is the appropriateness and pertinence of ads to the needs of the audience they are targeting. Simply put, the higher the ad relevance, the more likely it is to capture the attention and interest of users. Results-wise, this translates to better click-through rates, higher engagements and increased conversions. Now, what makes an ad relevant? All advertisements are an explicit proclamation of a company's products and services. But ad relevance goes beyond that. It is not enough to simply advertise what you have to offer. Relevant ads answer the implicit and often unspoken questions that customers have when seeing your ads: "Will this product help me?" "Why should I buy it?" "Will it make me happier?" "Will it make a difference or will it simply waste my time?” All of these are unspoken questions we ask every single day, and they all point to one thing: relevance. The same questions extend to your advertising endeavors. Expect your audience to ask the same thing every time they encounter your ads. Let’s take a look at Google and how it ranks ads and organic search results. Relevance is a key factor that determines an ad’s Google ranking, along with ad quality. Your ad or webpage is considered relevant when it matches the search intent of a user. In other words, when your results hit the bullseye of a query. In this case, your ads respond directly to a person's underlying felt needs. Unless your ads are relevant to customers’ needs and interests, they will not take the time to engage with them. Writing advertisements that ooze with ad relevance is not that simple. It takes a mixture of expertise, experience, research and a little bit of magic to come up with relevant ads. If you need some advertising wizardry to charm your audience's attention and drive them to action, we can help. Wizard of Ads® has committed to helping businesses concoct the perfect brew of relevance and credibility in their advertising. Interested? Book a call and let's get this magic show on the road.

No. 23 Station in a City of 23 Stations

Among all thought leaders in advertising, no one has ever come close to Roy H. Williams in advocating ad relevance more. In one of his Monday Morning Memos, he explained the tale of how his concept of ad relevance was birthed. Being a college dropout with no financial safety net, he worked two jobs to survive. Roy installed gutters during the day and was an advertising salesman at night. According to him, they were the number 23 station in a city with 23 radio stations. That's not exactly the ideal position in the rankings. In a city with 1.3 million people, Roy's radio station had a share of voice of 18 thousand people. They garnered only a measly 1.3 percent but in his mind, that was a lot of people. It all changed when one day, no ads were played on the station. This concern prompted Roy to ask his boss why that was the case.“You think you could sell some ads?” That’s what his boss asked him in response. Roy didn’t know that this magical question became the tipping point of his successful advertising career. The first thing he learned as a rookie advertiser? Advertising bore people out of their minds for the same reason we find everything else boring: lack of relevance. When ads gush in ad relevance, customers respond. Otherwise, you may be answering questions that no one in your market really asks. In practicing the art and science of producing relevant ads, Roy made as much as doctors did at the time. From $3.50 an hour to around $6 thousand a month, all because he found the secret behind ad relevance. It's not just his earnings that grew, rather, businesses he wrote ads for blew up and made fortunes. As people heard more about his feats, businesses went to the station seeking his wisdom. Not to inquire how many listeners they had. Entrepreneurs knew Roy’s ads worked, so they came bearing one question in mind: "How much does an ad space cost?" Right now, you're reading this article and I'm guessing one curiosity permeates your existence. “What is the secret behind a relevant ad?” That's what we'll tackle next.

The Secret To an Effectively Working Ad

The Secret To an Effectively Working Ad

First, you should know by now that you are a business because there's a problem you're trying to solve. For HVAC contractors, they intend to solve the need for cooling or heating in a household. Plumbers, on the other hand, will turn your leaky pipes and clogged drains into perfectly working water fixtures. There is always a problem. People encounter these problems every now and then. When they experience this problem and your relevant ad is playing on the radio or TV, you win the sale. So, always craft your ads from that perspective. Also bear in mind that there are layers on top of these immediate problems they’re experiencing. For one, customers also have underlying felt needs that fall into either money, energy, and time. Your customer's pain points and pleasure points will often be latched onto these three aspects. One common mistake I noticed that businesses use is rampant discounting of prices to win the public's interest. A noble gesture but a dumb approach. Thoughtless discounting is dangerous because it doesn't make your solution any better than others. If anything, it shows insecurity, unless you do it with a strategy in mind. In the words of Roy H. Williams: "A turd at 50% off is still a turd." To soothe customer pain points and satisfy their pleasure points, look into how you can meet their underlying felt needs. For instance:

  • Money – demonstrate how much more value they will be getting from choosing your solutions
  • Energy – articulate how much less of a hassle it is to work with your business
  • Time – explain how you'll complete the service or deliver the product in the least time possible

When you hit the right notes, your ad relevance abounds and it becomes your sale to lose. Finally, great ad writers do not operate on the inside of your business. The only way they can leverage ad relevance is when they are external. Great ad writers co-exist with the people outside of your business. They have lived experiences of the same pain and are looking into what your business can offer as a remedy. Great ad writers don't advocate for your business, they advocate for people through your business. Hiring these ad writers gives your company the advantage it needs. Because when you know the word on the street, ad relevance becomes second nature.

Ad Relevance and the Current Business Climate

Ad Relevance and the Current Business Climate

The current business climate is more competitive and aggressive than ever before. People are far keener on businesses they work with. Furthermore, businesses are stepping their game up when it comes to marketing and advertising. In other words, you don't exactly have your work cut out for you. Here's the thing. Ad relevance can ensure that your advertising endeavors stand out in a Sea of Sameness. We all know that, but there's just one problem.**World-class ads will never mask mediocre solutions.**In this current business climate, what you advertise should always coincide with what you actually have to offer. Otherwise, granted you may win the battle but ultimately lose the war. Why? Because even if your ad sells, you will produce an unsatisfied and angry mob that feels cheated by your services. Ad relevance matters, but this comes secondary to having relevant solutions in the first place. Roy H. Williams was once belligerently approached by an entrepreneur to write magic words to sell some bullshit offer. In response, per Roy’s story, he hocked a loogie and spat the wad of saliva on the man's shoes. Hypothetical or not, the man was rude so he returned the favor. But if we look closely, underneath the tense exchange, you can't just sell crap with good advertising. It will ruin your business and breed an angry mob. Again, relevant ad + relevant solution = gold. If you're looking for an expert to write advertisements gushing in ad relevance, I can help you out. Book a call with Ryan Chute from Wizard of Ads® and we'll get you hooked up.

(Ad Writing)
(Advertising Performance)
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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Who does the Wizard of Ads® for Contractors work with?

Wizard of Ads® for Contractors work with healthy and growing Residential Home Service Contractors 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.

How does the Wizard of Ads® for Contractors charge?

Traditional 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 Contractors 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 Residential Home Services.

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 Contractors pricing model is based solely on the topline 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 Contractors believes that all rewards should be directly correlated to the success of our clients. This means that the Wizard of Ads® for Contractors 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 Contractors?

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

  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 Contractors 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 Contractors has some natural economies of scale. This is a sweet spot where Wizard of Ads® for Contractors 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 Contractors. 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 Contractors, 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 Contractors, 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?

The Wizard of Ads® for Contractors 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.

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., HVAC, Plumbing, 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?

In rare circumstances, Wizard of Ads® for Contractors will provide specific digital marketing solutions. Wizard of Ads® has very specific Partners that provide digital services that serve Residential Home Services effectively. Under no circumstances will digital marketing services be offered without Wizard of Ads® for Contractors' core solution.

It is most likely that Wizard of Ads® for Contractors 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 Contractors 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 Contractors owns your copyright 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 Contractors 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 Contractors tracks 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 contractors 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 nearly 200 home service clients and a book of strategic devices, tools, and tactics, this isn’t a guessing game for us. We know what to do to make your externally triggered grudge purchase appealing to your potential buyers. If you can deliver the goods, we can continue building 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 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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