What You Can See.

What You Can See.

Advertisers wasted $5.8 billion last year on digital ads that were viewed by bots and fake accounts. According to the Association of National Advertisers and fraud-detection company White Ops Inc., “Ad-fraud schemes have quickly risen and been much more difficult to measure.”

No kidding. If ad fraud was easy to measure, we advertisers would fix it quickly. But it’s not, and here we are, wasting $5.8 billion (with a B) each year on fake ads. This kind of makes “fake news” seem not all that bad. At least you can see fake news. Fake ads go nowhere, to walls of phones in China, called click farms (see photo below) that visit your site and click your ads but without human accounts attached to them.

Advertising platforms get rich. You get screwed.

This brings me, quickly, to one big, hairy obstacle in your business. Whether it’s marketing, managing your employees, running your clinic, overseeing your retirement accounts, etc.: You can only measure what you can see.

If you don’t understand how the money is made in an investment opportunity (i.e., if you can’t see it) don’t invest. If you can’t oversee your employees taking cash across the counter, then don’t take cash. If you can’t accurately predict and then count how many appointments a certain case type will require for your associates to treat in your clinics, then don’t have associates or don’t treat difficult cases. If you can’t count the number of people who received your advertising campaign and then measure how many raised their hand and came to your office as a result of your marketing, then don’t do it.

This all sounds simple in theory but, as the $5.8 billion in waste last year illustrate, very difficult in application. You can start by insisting everyone around you count. If your web design firm can’t show you how many unique visitors you had last month, how long they stayed on your site, which ones clicked where and how many of those clicks resulted in webform submissions or phone calls to your business, then fire that firm and call my friends at Jimmy Marketing.

I just did a webinar with Jimmy Nicholas a few weeks ago where you learned how I generated 15 new case starts in two days and 9 of those came from Google. I updated his team this week to show that it wasn’t a fluke, as we just did 10 case starts last Saturday and six of them were from Google.

Jimmy and his team are the only firm on the planet that help dentists and orthodontists control and count what we can see. If we can’t see it and we can’t count it, we don’t do it. We want results we can take to the bank. Everyone else in digital advertising is lying to you and it’s costing the economy billions.

I find it highly enlightening and hilarious that Google had two full-page ads as a centerfold in the main section of the New York Times last weekend. Couldn’t Google just run more Google ads to tell us how great their platform is?

It’s also instructive to see Google’s former CEO and current big wigs write a book-book when they wanted to get their message out and share their experience with their “Coach,” Bill Campbell.

Eric Schmidt, Jonathan Rosenberg and Alan Eagle didn’t write an eBook or a blog post or a series of Tweets or Google hangouts to share their message. They didn’t use Instagram or SnapChat. They killed a bunch of trees and spilled a ton of ink, then they glued all the pages together into a book-book and shipped it all over the world via carbon-spewing trucks, planes, trains and ships.


Because the executives at Google like to count. They wouldn’t be caught dead wasting $5.8 billion of their own precious Silicon Valley dollars on stuff that doesn’t work, but they are more than happy to oblige if you’d like to behave poorly and waste your own dollars on their platform.

Pay attention to the irony in all of this. It’s so thick you can cut it with a knife. And, for the love of all things good, just because everyone else is wasting money online doesn’t mean you have to.

Get in touch with Jimmy or get to one of my masterminds as a “fly on the wall” where we can teach you how we count and how we’re quickly doubling and tripling the size of most dental and orthodontic practices very quickly.

We’ll show you how to count and control what you can see. Everything else is a mirage.

Join me and Jimmy Nicholas in Boston on Saturday, November 16, 2019 for a small-group mastermind where I will show you all of the latest consumer marketing funnels and online ads that can help you double or triple your new patient numbers this year. Seating is limited. Reserve your spot here.

Worked at Burleson Orthodontics. Attended University of Missouri–Kansas City. Lives in Kansas City, Missouri.