(Marketing Strategy)

Click Through Rate(CTR): Improving Your Ad Clicks

Ryan Chute
Ryan Chute
June 15, 2022
Click Through Rate(CTR): Improving Your Ad Clicks

Did you know that the average click-through rate (CTR) for display ads is a measly 0.05 percent? Ouch. That means if you have a banner ad out there, only 1 in 2,000 people will click on it. So how do you make sure your ad has the best chance at being clicked? We're here to help! Keep reading for our tips on improving your CTR and getting those all-important clicks.

Clickthrough Rate (CTR): Definition

The CTR of your ad is the number of clicks divided by the number of times it is shown: clicks / impressions = CTR. A CTR can provide you with insight into the performance of your keywords, advertisements, and free listings. Think of your website like a shop on a busy street. If the store is clean, brightly lit, and has interesting displays, more people are going to stop and look. The same is true for your website. Love it or hate it, one of the most essential measures is the clickthrough rate (CTR) for digital marketers. But what is CTR, exactly? And how can you make sure your content gets the best possible CTR? If the content is well designed and easy to use, people will be more likely to click through to your content. In this blog post, we’ll explain what CTR is, how you can improve yours, and some tips for doing so.

Organic CTR

The clickthrough rate (CTR) is a key metric for measuring the success of your online advertising campaigns. It tells you how many individuals really click on your ad when they see it. A high CTR means your ad is relevant and engaging. And that there is a need for what you have to give. A low CTR could indicate that your ad is not relevant to your target audience or that it’s not well-designed. Organic CTR is a measure of how often people click on your organic (unpaid) search results. A high organic CTR means that your website is relevant and attractive to searchers. A low organic CTR could mean that your website needs some work. Organic CTR is often indicative of a healthier branded advertising campaign running in alignment with your SEO efforts.

Google Ads CTR

We all look things up on Google. And each time we do – boom – the first results that pop up are always ads. But what makes these ads so special that they’re at the top of the list? Isn't that where you want your adverts to appear? #yup But advertising is no longer throwing money at an advertising platform (like Google) and expecting it to produce impactful results. High CTRs takes grit, talent, and of course, following the guidelines Google requires. This step takes structure, intention, and planning. If you don’t manage your Google Ads account correctly and effectively, your CTRs will be low – oh no! Woah, woah, woah…no need to worry. Because booking a call with Wizard of Ads® will help you with how to advertise on Google.

Why Should You Care About Your Google Ads CTR?

Without becoming an ad for Google Ads, let’s briefly discuss the pros of paid ads. You have a lot of control over how you spend your money with Google Ads. For example, there is no minimum. You can also decide how much money you want to spend on a monthly, daily, or even per advertisement basis. You only pay if someone clicks on your ad. So I suppose the trick is, if you don’t want to spend a lot of money, just configure terrible ads. I guess. Maybe not…The most common marketing tool today is Google Ads. By optimizing your CTR, you can significantly increase your chances for success with Google Ads. Here's why marketers care about Google Ads CTR:

  1. CTR is a key metric for success with Google Ads.
  2. A higher CTR means more successful campaigns and lower costs per conversion.
  3. CTR is a good indicator of campaign effectiveness and can be used to track progress over time.
  4. Optimizing your CTR can have a significant impact on your campaign results.
  5. By optimizing your CTR, you can help your campaigns convert to sales.
  6. Google Ads can be customized to meet your specific marketing needs.
Save Money by Optimizing Your Clickthrough Rate

Save Money by Optimizing Your Clickthrough Rate

If you're not using Google Ads to promote your business, you're missing out on a huge opportunity. With over 2 billion active users, Google is the most popular search engine in the world. And that means there's a lot of potential customers out there who could be clicking on your ads. But if your clickthrough rate (CTR) isn't optimized, you could be wasting a lot of money on those ads. Luckily, there are a few simple things you can do to improve your CTR and get more bang for your buck.

8 Ways To Improve Your Google Ads CTR

1. Improve Your Quality Score

What is a quality score, exactly? If you don’t know, it’s the perfect place to begin with your Google PPC ad campaign. The Google Quality Score is a number that determines how effective your ad campaigns are going to show up nearer the top of the search results. The Google Quality Score is a number that determines how effective your ad campaigns are. As a result, click-through rates are higher and cost-per-click is cheaper. Check out Google’s guide for quality score here. Here are some tips on how to improve your quality score:

  • Use relevant keywords in your ad campaigns. Relevancy is one of the key factors that determines your quality score, so make sure you're targeting the right keywords.
  • Check to see if your advertising are appropriate for your landing pages. Your adverts and landing pages should have a strong connection. Otherwise people will click away from your site before they even have a chance to conversion.
  • Use positive customer reviews and testimonials.

2. Optimize Your Ad Extensions

One of the most significant things you can do to boost your ad's click-through rate is to use ad extensions (CTR). Ad extensions are extra pieces of data that you might include in your ad. These can be anything like your phone number, address, or a call to action. Google offers a variety of ad extensions, and you can use as many or as few as you want. However, it's important to note that not all ad extensions are created equal. Some ad extensions, like callouts and structured snippets, are generally more effective than others, like sitelinks. Callouts are short pieces of text that highlight specific features of your product or service. They can be up to 25 characters long, and you can have up to 4 per ad. Similar to callouts, structured snippets allow you to convey extra information about your product or service. Unlike callouts, however, you can't control what information is included in your structured snippet. Sitelinks are hyperlinks to other pages on your site that you wish to draw attention to. You can have up to 6 sitelinks per ad. Some other types of Google Ad extensions are:

  • Sitelink ad extension
  • Call extensions
  • Promotion extensions
  • Price extensions

Ways to optimize your ad extensions:

  • Think about what information would be most useful to potential customers. If you're a local business, for example, then including your address and phone number may be more effective than including additional links to your website.
  • Keep it relevant. Only include ad extensions that are relevant to the product or service that you're advertising. Including an extension for your business hours or ‘Book an Appointment’ are great examples of ideal ad extensions.
  • Keep it short and sweet. Don't try to cram too much information into your ad extension.
Use Smart Bidding

3. Use Smart Bidding

What is smart bidding? Smart bidding is a feature in Google Ads that allows you to automatically set bids based on your goals. You can tell Google that you want to maximize clicks. Or that you want to get the most conversions at the lowest cost. Why should you care about smart bidding? Because it can help you improve your click through rate (CTR), which is one of the key factors that determines your ad quality score. A higher quality score means your ads are more likely to be shown, and they're also more likely to be shown at a lower cost per click. There are a few different ways to use smart bidding to improve your CTR. One is to use keyword level bidding, which allows you to set separate bids for each keyword. This way, you can make sure that your most important keywords are getting the biggest bid. If you're looking for a way to improve your Google Ads CTR, smart bidding is a great option. By using smart bidding strategies, you can make sure that your ads are effective.

4. Test Your Ads

Like I said before–”test, test, test!” Advertisers on Google Ads are always looking for ways to improve their click-through rate (CTR). One way to do this is by testing different versions of your ad. Ad testing, also known as A/B testing, is a process of comparing two ads to see which one performs better. To test your ads on Google Ads, create two identical campaigns, with only the ad copy differing between the two. Then, run each campaign for a week and compare the CTRs. The campaign with the higher CTR is the winner! Ad testing is an essential tool for any advertiser looking to improve their Google Ads performance. By constantly testing and improving your ads, you can ensure that you are getting the most out of your advertising spend.

5. Create Captivating Ad Copy

If you want your Google Ads to perform well, you need to start with captivating ad copy. After all, no matter how well-targeted your ad campaign is, it won't matter if your ad doesn't capture attention and persuade users to click. So how do you write captivating ad copy that will improve your click-through rate (CTR)?Here are some pointers:

  • Write a strong headline. Your headline should be attention-grabbing and relevant to the user's search query.
  • Use engaging visuals. Ad images can also help to captivate users and encourage them to click on your ad.
  • Use persuasive language. Choose your words carefully to convince users that your product or service is the right solution for their needs.
  • Offer a compelling value proposition. Make sure that users know what they can expect by clicking on your ad, and make it clear why your offer is better than the competition.

By following these tips, you can create captivating ad copy that will improve your CTR and help you achieve success with your Google Ads campaigns.

6. Utilize Negative Keywords

If you're running a Google Ads campaign, negative keywords are your best friend. Negative keywords help improve your click through rate (CTR). By ensuring that only individuals who are truly interested in what you're selling see your ad. For illustration, in a case where you offer men's shoes, you'd need to include "women" as a negative keyword. This is so your ad doesn't show up when someone searches for "women's shoes." Adding negative keywords to your campaign is tedious, but it's well worth the effort in terms of improved CTRs. So, following time you're setting up a modern Google Ads campaign, take the opportunity to add some negative keywords. Then watch your CTRs improve.

7. Split Test Your Ads

Split-testing your ads is a great way to improve your click-through rates (CTRs). By split-testing, you can compare two different versions of your ad to see which one performs better. For example, you could split-test the headline of your ad, or the call to action. To split-test your ads, simply create two identical ad campaigns in Google Ads. And then change one element in one of the campaigns, leaving the other one as written and designed. For example, in one campaign you use the headline, "50 percent off first purchase," and in the other campaign you could use the headline "Get your first purchase half price." Then, run both campaigns for a period of time and see which one gets more clicks.

Run a Dynamic Remarketing Campaign

8. Run a Dynamic Remarketing Campaign

Have you ever been scrolling through your Facebook, and see an ad for something you were looking at on Amazon? That’s remarketing, and it can be a powerful tool for driving clicks and sales. But what is remarketing, exactly? How can you create a remarketing campaign that will improve your click-through rates (CTRs) on Google Ads?Remarketing is the method of targeting ads to people who have indicated an interest in your item or service. This can be done through a few devices. Cookies, which track people’s online activity is one way. Or through pixel tracking, which permits you to target individuals who go to your website. There are two primary ways to set up a remarketing campaign: through Google Ads or through Facebook Ads. Google Ads offers a more traditional approach to remarketing. Allowing you to target people based on their previous interactions with your website. Facebook Ads give you the opportunity to create custom audiences. Which allows you to target people based on their interests and demographics. If you’d like some help increase your click through rates, booking a call with Wizard of Ads®!

(Home Services Website)
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 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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