(Marketing Strategy)

How Do Bots Committing Digital Ad Fraud Destroy Your Home Service Business?

This isn't about the fraud that comes from Google and Facebook's willful negligence, rather a more nefarious fraud of the criminal...

Johnny Molson
Johnny Molson
March 20, 2021
How Do Bots Committing Digital Ad Fraud Destroy Your Home Service Business?

There’s a kind of fraud that comes from lack of transparency from Google and Facebook, a kind of fraud that comes from criminals stealing ad dollars from businesses, and a kind of fraud that could be happening because your digital manager isn’t paying attention. It all adds up to a lot of loss for businesses. In this episode of The Wizard’s Roundtable, we look at the different kinds of mismanagement that can plague your advertising efforts.

Transcript Lightly Edited For Clarity

Johnny Molson:Let’s let the robots do the work. What’s the worst that could happen?Every business wants to know “Did my ad work? When somebody sees my ad, did that encourage them to make a purchase?” And that’s one of the attractive things about digital advertising. When done correctly you can plot from when somebody saw that ad all the way through to the purchase — when done correctly. But digital advertising has been plagued with ad fraud. In other words, the ads you’re paying for aren’t actually being seen by people with eyeballs and money. Some of it can be attributed to Google and Facebook, YouTube, those entities just being negligent and sloppy with their reportingMark Pritchard (Procter & Gamble clip):

The time and the days of giving digital a pass are over. It’s time to grow up. It’s time for action.

Johnny Molson:A lot of it though can be attributed to out and out criminals. Criminals who are making it appear that your ads are being seen by people when they’re notNews Clips:

Malicious bots posing as you viewing thousands of ads every day. These are highly sophisticated, organized criminals, and they are creating ever-evolving programs that mimic human behavior.

**Johnny Molson:**Now solving the problem has been put on the backs of the duopoly of Facebook and Google, but it also has to do with whether or not the person who’s managing your digital advertising is paying attention and managing it properly. After a recent article from Forbes magazine came out, there was a pretty interesting conversation that was happening around the Wizard’s Roundtable. And you are going to get a chance to eavesdrop on that right now. With us today in Tucson, Arizona is Dave Young. He was one of the original pioneers in getting businesses to blog more and put the video on their sites, thus enhancing their SEO. In Guadalajara, Mexico is Luis Castañeda, who is a digital expert who really pays attention to what’s happening with businesses. And he’s going to help explain how a business can make sure they’re not being taken advantage of and what they should look for. And I’m Johnny Molson in Springfield, Illinois. And let’s start at the start. Does digital advertising have a fraud problem?

big brands stop spending

**Luis Castañeda:**There is fraud, you know, I’m not a fraud denier. But also I think fraud, as it has existed, is not unique to internet advertising. In print media work you’ll have lots of stories of magazines being printed but never distributed and things like that. So in my opinion, most of the fraud is due to poor management. When I started selling advertising, I worked for a guy called Chris Lund and he taught me that the responsibility to prove results is from the publisher, not from the client. And this really makes it very important for his business to prove value, to prove results to his clients. And I really think that is a key important aspect of what I do. And I take it to heart that I am responsible for showing my clients the value of internet advertising.**Johnny Molson:**Well, I guess would it be fair to say that fraud is a pretty charged word? I would say some of that can be at least attributed to the fact that there are just unintended bots that are hitting these websites. Google and Facebook and the others don’t know if it’s a human or not. And then there’s blatant fraud where people are just ticking the things up. So I think it’s important to know that distinction, but Luis, for a business owner, what should they be looking for that would say, “Wait a minute, something’s not adding up here…”**Luis Castañeda:**In my experience, every advertising campaign needs to have an objective. Okay. So once you know what the objective is, obviously you need to make sure how do you measure the result? How do you know if it works or not? And that will be the first step. Second step is the follow-up. I try to use the Deming Cycle approach: Plan, Do, Check, Act. And I think most of us fail at the Acting part. You know, we do the Plan, we do the Do, we do the Check, but then it’s like “Okay, I got the report, fine.”**Johnny Molson:**Right.**Luis Castañeda:**But you need to go into the details and take action on that. And that’s how I think you can find those peculiarities or those outliers. Okay. So I think it is important based on your objectives to see what is helping to reach the objective? What is not? Or also based on your web traffic — which is in my case the medium that we use to capture the leads or the sales — see which sources of traffic are bringing results? And which ones are behaving where they only stay for one second? You know something’s wrong. Either my site is wrong or something is wrong with the person that visited my site.**Johnny Molson:**Okay. So time spent on the site might be an indicator that you’re getting hit by some bots. Is that fair?**Luis Castañeda:**That’s fair to say that that would be one indicator. Or as I mentioned before, look for outliers. Because maybe not even bots, let’s forget about the bots. Let’s focus on what is working, what is not? Because even if it is a valid website, you know, The New York Times is sending traffic to my website, but it’s not working… Maybe it isn’t getting me leads, it’s not getting people to download my white paper or to see my video, or they stay less time than anyone else. So you have to go after those signals. And then regardless of it’s a bot or not — start making decisions to say “No, I don’t want to be bringing traffic from those sources.”**Dave Young:**This conversation started on Facebook in our private group discussing an article in Forbes. The headline said, “When big brands stopped spending on digital ads, nothing happened. Why?” And it talked about Procter & Gamble. They made the decision to shut off $200 million in their digital ad spend and they saw no change in sales. And Uber shut off 120 million in their ad spend and didn’t see any change, no drop in meaningful numbers. It turns out that a whole lot of it was fraud. And I think Luis’s point about it being mismanagement is a very valid point. And I think sometimes some of these gigantic companies just have barrels of money that somebody is responsible for getting rid of in some way, right. They’re just like “Shovel it out the door, cause it’s your budget and you have to spend it.”**Luis Castañeda:**Exactly.**Dave Young:**And you end up making horrendous decisions. And if a local business owner is not careful… I mean there was one point in that article that talks about somebody that was spending dollars even in their AdWords on what Google calls the Display Network, right? And the definition of that is that your ads are showing up on lots of other websites, as opposed to just Google searches, where there’s obvious ads, right? So now your ads are showing up on who knows, right? And you can control that. You can actually go in and tell Google. “No, Let’s not do that site. Let’s not do that site and let’s not do this site.” And I think the way the story went she shut off the display network and her traffic dropped by 118000% or something. I mean, a huge amount of her traffic was coming from the display network and her ads, but they weren’t sticking around. And they were all coming from Android devices. And so it was some form of bots clicking on those ads and coming to her website. They never going to be sales. It wouldn’t matter what kind of landing page you had. Those clicks were not gonna turn into sales anyway,**Luis Castañeda:**For me, the most important part is you have to test because it is so cheap to do a test. You can run a one-week test and find out for yourself. You know, the guy on the article was right. It didn’t work perfect. Now you can tell, could prove it with facts. It didn’t work or it may work. So you need to start digging, finding what is it that works for you, and continue doing it and learn from that. Why is this working? How can I extrapolate these studies working into other areas?**Johnny Molson:**Right. Luis, you’ve said something a couple of times that I think is really interesting. And I want to make sure we expand on it a little bit. You have to have a clear understanding of what your objective is. Is part of the issue that business’s objective is “I just want some clicks and people come to my website,” and they’re not clear on the various levers that digital can pull.**Luis Castañeda:**There are two answers to that, Johnny. And that is a great question because yes, I think many times, you know, “I just want to do Google ads because my competition is doing it and I don’t want to fall behind.” And in my opinion, the objective is very easy. You know, do I want to get more leads? Why want to make more sales? Do I want to get more calls? Do I want people to see my new video? That will be your objective, but that’s the first part. And as I mentioned before, the second part is how you’re going to measure that objective. And also that is something that I see a lot with my customers. I have a customer that was investing a lot of money, trying to get leads and they were not measuring. I was talking to them to a Google customer that I have, and he was telling me “If you don’t have the measurement of the result, then how could you judge?”And it is like blindly trying to put a stick on a map and finding Chicago, you know, it’s impossible. So these are the two steps. Okay. What is your objective? And second, make sure that you can measure it. Then you can tell. And there is another aspect to what in the internet world we call conversions. But there is another one that is called micro-conversions. Okay, so what is a micro-conversion? I didn’t do the objective. You know, I didn’t click for the lead. But what will put them closer to making a lead? So my objective is to try to get the lead. I didn’t get the lead, but they watched the video. They downloaded the white page. That’s a micro-conversion. So you can have a second-tier judgment. Okay. I’m not getting the conversions but, I’m getting micro conversions. Okay, it’s not that bad.**Johnny Molson:**Luis that’s so compelling that you know, that small gap between “I’m doing Google AdWords, because I want people to come to my website,” which isn’t an objective. Coming to my website isn’t necessarily an objective. Coming to my website to watch a video is an objective that you can quantify, that you can measure, and it actually is causing something to happen. And I think businesses probably really need to zero in on that concept and give some thought as to what is it you’re trying to make happen with your AdWords.**Luis Castañeda:**Right. If you want to add another layer to that, many websites don’t tell you what to do. You know, there is a saying that if you don’t tell me what you want from me, chances are that I will not do it. So I got to the website, it costs you, what do you want me to do? “Give Me a call to send you a quote.” “Send us an email to make an appointment.” So it’s the call to action. So we need to have a clear call to action on the website so that he’s going to help people say, Oh, okay. You know, David wants me to send him an email to set up an appointment. Perfect.**Dave Young:**Our friends Jeffrey and Bryan Eisenberg said years ago, this is early 2000, the three questions that every website needs to answer. This is one where, once you think about it, it’s so obvious. And it’s something that they’ve been preaching for years. And it’s the lens that I always use when I’m looking at a website: Who’s on the site? What do you want them to do? And what do they need to know in order to do that thing that you want them to do? And the tricky part is that all three questions have multiple answers. Who’s on the site? That can be a variety of people. It could be an existing customer. It could be a prospective customer. It could be one demographic or another. And then what do you want them to do? Micro conversion? Or do we want them to jump all the way to the bottom of the gravity well and become a full-paying customer? And I think the most important one is what do they need to know in order to do that? Like, what do they need to know about this video you want them to watch? What do you need them to know about how you’re going to respond once they raise their hand and say, “I want to do business with you,” right? So if you use those three questions as sort of a lens, you can make great progress on making your ads work better because your website’s going to work better. It’s going to convert more wherever you’re doing your ads. Whether it’s an AdWord or an ad that you’ve mentioned the domain on the radio, right. It’s going to do better if you answer those three questions or keep them in mind as you’re building it.**Luis Castañeda:**And that’s another great point, David, because this is a team effort. It’s not only the advertising and it’s not only the website. It’s both of them working together. Because as you know, I can have the best advertising on radio, but if I fumble, when I got the call, no one answers. It takes too long to answer, or the person is rude, there’s no sales. And who are you going to blame? “The campaign didn’t work…” No, the problem is inside.**Johnny Molson:**Absolutely. What would you recommend that a business looks for when they are hiring somebody to manage and watch over their campaign? I mean, just short of calling Luis Castañeda, which is what they should do. What things would give a business owner an indication of, “Hey, this person is missing something.”**Luis Castañeda:**Well, the integration between the advertising and the website, you know..**Johnny Molson:**Connect the dots, yeah.**Luis Castañeda:**Connecting the dots, that’s the key. Making sure that, “Okay. He asked for my objective. He understood my objective. He made sure that I am measuring my objective. He knows how to do it.” And not only that, also connecting the dots of that objective to the Google ads campaign. Because the beauty of connecting the dots is the machine learning from Google. You know, Google has made a lot of problems with machine learning, and it is amazing all the magic that can happen once Google knows who are the ones that send you a lead, it’s amazing. It works. You’ll have to look for those little details. It’s not only how much you want to spend, where you want to be, and which keywords. No, you know, that’s basic. That’s wasting your time unless you only want traffic. But they need to understand your objective. They need to measure it. And they need to make sure that you can follow up with Google Ads, that objective. So for me, those would be the key areas for people that want to understand what you’re trying to achieve and make sure that they can measure it. For me, the way I see the internet and what is important is it is cheap to test. It’s cheap to experiment. It is cheap to try so go out and try. The worst thing that can happen is it doesn’t work, and fine, you move on. But also as we mentioned before we started the roundtable, the message is what is important. It’s not the medium. If you have a good message, if you have a coherent strategy, the medium is not the important thing.**Dave Young:**I would just circle back around to the Uber situation. And I think mismanagement in terms of. One of the things we didn’t talk about was the nature of the mismanagement that caused them to lose millions in fraud was that they weren’t measuring success by the right metric. Right? So Luis, when you talk about, are we measuring some kind of a micro-conversion. Well somebody at Uber thought that downloading their app was how to measure success, when really measuring success for them would be, are people paying for rides,? But they put this metric on downloading apps and the company that they contracted with said, “Oh, we’re just judged on and paid on how many people we can get to download the Uber app, regardless of whether they actually go for a ride.”And so that’s where a lot of their fraud came from was this attribution fraud. And other apps that would trick you into downloading the Uber app. And now the ad company got paid, ka-ching, because you downloaded the app, whether you use it or not, whether you had an account or not, you now downloaded the app. And so Uber’s paying for that. And I think it was a huge case of measuring the wrong thing. And they’re measuring something that’s not really how they grew, right? That’s not what made Uber, Uber. It was the fact that you could go from the airport to your house or go from one bar to another, or here to there. It wasn’t about “I need an app.” It was, “I need a ride.” And when they started measuring downloads, that’s the wrong thing to measure. And you open yourself up to people just taking advantage of that.**Luis Castañeda:**And that is a great point, David, because you should always have a companion metric. You know, if I’m gonna pay my salespeople by the volume of sales they make this month, you know, chances are that they are going to offer a lot of discounts. You know, they are going to be offering a 20% discount and say “Oh I sold ten thousand at the end of the month.” I’m going to have a lot of sales, but with a huge discount. Okay. So that’s why you need to have a companion metric, you know? My goal might be to make more sales this month, but we need to have at least this much profit. Okay. So going back to Uber. Let’s assume that they want it to grow based on the number of downloads. Perfect. Let’s have a companion metric that downloads with at least one trip. Then that’s a customer.**Dave Young:**Yeah. We’re not going to pay you if the download that you got us, doesn’t spend some money on a ride.**Johnny Molson:**Luis and Dave, and a whole host of digital experts at Wizard of Ads are worth getting to know, because we are paid when ads work and when businesses succeed. We’re not paid on which media we buy. All we’re interested in is did the thing do what we thought it was going to do? If you’d like to get in touch with us, here are some emails that you should know.

(Online Advertising)
Johnny Molson
Johnny Molson

I take complicated, knotted-up marketing strategies and make them clear and understandable. I want people to know what you stand for, why you're special, and never forget you.

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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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deserve this)