pov: I spent $600m+ on paid ads and learned this transcript

after spending more than $600 million on paid ads in the last eight years these are the four lessons that I've learned that anyone can Implement to potentially 2 to 3x their business and I found that these four things have come true time and time and again no matter how much additional ads spin that we deploy in fact when you're scrolling on your feed it's more likely than not that you've seen some of the ads our clients have placed our agency has placed or even I have placed on social media that have generated a ton of success now before we get started in today's video I want to make one thing clear success with paid ads isn't complicated you don't need all those complex hacks that all those other gurus talk about and you could be a complete beginner or even a ninef figure media buyer like myself but if you can't convert traffic you will never win with paid ads no matter how good you think your product is which brings me to lesson number one which most people think the problem lies inside of their ad account you see you could buy as many eyeballs as your little hard desires by sending them to your website giving Mark Zuckerberg as much cash as you would like if you can't take a stranger's attention and turn it into Cold Hard Cash it means absolutely nothing so instead of just focusing on paid ads what you really want to do is focus on the full funnel just like we optimize our ad accounts it's equally important to optimize your website and funnel as a whole that means your funnel is just as important as your ad great ads get clicks and great funnels turn those clicks into cash and every page on your funnel should have one goal move them to the next step and not only that but so many times I see people with websites that are way too slow speed matters slow load times will kill conversion rates which will kill the traffic that you're paying for so you want to make sure that you optimize your images structure your website in a way that actually gets people to move forward in the process by adding to cart you want to have a drawer cart where the cart actually slides out rather than reloading and add to cart page so many people take them to the add to cart page and this kills load times and also adds friction whereas a drawer cart can immediately pop out and direct them to check out right away thus increasing your conversion rate and making your cost per result much lower on meta or Tik to ads and by doing this most people don't realize that meta every time you publish a set of ads meta sends a list of Bot traffic to your website to scan to see if it is not only compliant within policy it is also scanning the load times it is checking the language and offer it's seeing how well your website is structured to get conversions and it gives you a backend ranking score that will then impact whether or not your ad has higher cpms or lower cpms and gets better delivery than others so because of this unknown factor a lot of people neglect their website conversion rates by not optimizing for Speed by not making it very clear for people to understand what their product is they miss out on having bundles which increases aovs if your aovs which is your average order value on your website is too low this can make your row as low it can be harder to scale SC up ad spin if you ever found yourself in a situation where you scaled up Spin and all of a sudden your row as drops off this could be related to a conversion rate issue because if you're getting more traffic but not as many conversions well that's a conversion rate issue so you need to optimize that or if you scale up spend and you get more cells but your row as goes down even though you have the additional traffic it is likely an aov issue meaning that you need to introduce bundles to increase average order value by bundling some of your best sellers together and making a special offer you need to be able to have cross sells and upsells where you're selling them on other products in your store or upselling them on additional quantities or getting them on a subscribe and save where you're acquiring a customer but then retaining them through customer lifetime value these are things that you want to do to be able to optimize your funnel so that way you can scale ad Spin and deploy it better and get better results and what most people do is they focus only on their ad account because that is the one thing they feel that they have control over and it is why so many people get stuck in this Loop of going back and forth over and over again trying to fix their ads when in reality the problem is really in the funnel which is why inside of my ads Mastery one-on-one mentorship we focus on the full funnel Beyond just ads so that way you can optimize and scale just like our clients do in fact I actually have a video right here that breaks down how to double your Shopify conversion rate with all of the things that you need to implement to improve your overall results now lesson number two creative is the number number one lever for scaling let me say that again creative is your number one lever for scaling so what does that mean well no matter how good your targeting is your ads will Plateau without fresh scroll stopping attention hacking Hooks and creatives the best performing accounts are testing anywhere between 10 to 20 even 50 plus creatives every single week to identify winners that canvert that can last longer than 7 days that can run for 30 60 90 even a full year in time without having to refresh them over and over again they have ads that are not only working but they have backup ads that are ready to deploy to be able to continue to scale have you ever scaled up your ad account and found yourself in a situation where you had an ad that was converting for 30 days 60 days and all of a sudden around maybe that 90day Mark the ad just all of a sudden plummets Raz goes away costs go up nothing changed on your website nothing changed on your offer nothing changed on your ad account you're then puzzled as to what's going on well what you might find yourself in that situation is creative fatigue and that is because you don't have enough other creative assets that are just as good as that main performer you've built up so much Social proof you've built up so much engagements you've relied so heavily on this ad and thought that it was going to continue going and then you blame the ad account the audience the seasonality or something else or can't even figure out as to why what it is because you want to hold on to that one creative that has treated you so well that is where creative diversity and creative testing comes into play this is what allows you to truly scale from those $100 days to those ,000 days in ad spend is by having creative diversity so what do you want to do with creatives you not only want to have variations of your best performer you want to create net new assets and the way you do this is by having a creative that is a reviewbased which is appealing to an audience where they're getting a testimonial from your customer and then you have a format which is a Founder story which is the founder of the business talking about why they started the company that appeals to a personal lized audience and then you have a features and benefits based ad where you break down the features and benefits of your product you might also have a controversial based ad that draws attention and lots of click-throughs so that way you can later retarget it with a problem and solution based ad the more unique formats you have the more chances at bat you have to be able to scale because if you find three out of five of those that you've tested are working well now if one of those goes down you still have two to continue scaling on so the best media bars are creative strategist and AD fatigue kills performance fast when you least expect it and top performing brands are testing anywhere between 10 to 20 and 20 to 50 plus net new creatives every single week and ugc hooks raw and these formats outperform Cinema and high production based ads nine times out of 10 and winning creatives are iterated on just like products keep what works and get rid of what doesn't and in fact I've put together a creative based video that breaks down all these form formats for you to be able to implement in your ad account right here lesson number three is data driven decision-making over gut feelings this one could be one of the most important ones if this is you this lesson is by far one of the hardest ones to overcome because most people are emotionally tied to money and I totally understand as to why because finances play such a big role in so many people's lives on a day-to-day basis but business doesn't reward emotional people you have to learn how to detach from what you see in your ad account and get away from seeing that dollar value as a true dollar value you need to look at it as a true hard metric and whether or not it is actually profitable in paying the bills so many people go into their ad account look at a one-day View and the RAS has been entirely stable for a whole week but today maybe it's been 4 hours they checked the rat account and all of a sudden they noticed they haven't gotten many Sals they usually wake up to a lot of orders and today they didn't so people begin to freak out turning off ads taking budgets Downs making changes and then the following day it's even worse and then they freak out some more they turn off some more ads or they scale a budget or they try to get back to where they just were and the following day it's even more crazy all of a sudden their cells Spike up and they're happy again and now they're like I think I fixed it and then what happens the next day after that it plummets everything goes down even worse and now they're in the cycle of high fluctuation frequency which is one of the most dangerous things to be in because people who are affected emotionally by this it amplifies it by tfold making people even more sporadic and jumpy with their ad account account this kills businesses and can be very detrimental to growth and scaling you have to be very methodical when analyzing data never look at a one-day view you need to look at 7 days 30 days you need to pay attention to the trends is the roas improving week over week and it just suddenly dropped for one day if so leave it alone don't touch it you know it's so funny that I find that a lot of our clients who have gone on vacation who decided not to touch their ad account for a week and even two weeks at a time after they've implemented and everything has gotten stable that they usually come back and find themselves with a much higher RAS a much lower cost per purchase and a record week in sales and they're puzzled as to why and every single time they say I don't know what happened I didn't touch anything that's the reason why don't get so emotional and make too many changes look at long-term trends pay attention to the data if your conversion rates are stable your row as is stable slowly scale up methodically don't jump up ad spin or don't turn off your best performing ad I've seen so many people take an ad that has a ton of AD spin on it a few thousand and another ad that has maybe $100 on it and that ad that has a few thousand in spin on it has all the purchases and they see this ad over here that has only $100 and measly spend with a few purchases and a super high row as and they think well that ad's performing better than this one they're wrong because meta knows best they're always going to push out spin what they believe can handle the scale and if you take that away from meta and it flushes all the budget into that low spinning ad all of a sudden your row as and cost per rep purchase is way worse and people get confused as to why that happens so you need to be very methodical and learn how to analyze data appropriately and detach your motions from data you need to be data driven decision making so scaling without clear data leads to emotional reactive decisions and wasted ad Spin and you want to track every kpi your cost per acquisition your Ras your cost per purchase your cost per click your click dur rates your row as LTV your M percentage which is your marketing efficiency ratio and then your scroll stopping percentages so that way you have a pulse on every metric and can analyze and identify exactly where the issue lies and then you want to make data driven decisions based off of Trends not single day performance and inside of my mentorship I cover all of this in immense detail on how to be very analytical and data driven in lesson number four is scale is fragile without backend operations we've seen seven figure days crumble because of bad fulfillment support delays or inventory issues and most of them are related to inventory issues specifically ads Drive growth but backend systems sustain it and marketing exposes your weakest Ling so you need to fix it you can be scaling up and have an incredible Roi be generating insane sales days and be living the time of your life because you're generating so much cash by increasing your budgets and everything is miraculously working out until it's not so many people have went from scaling from 0 to 70,000 we had a client do this exact situation we went from 0 to 70 70 to 100 from 100 to 350k per month from 350k to 640k per month and from 640k to $750,000 per month before it dropped all the way down and the reason because of this was the results were so good that they kept scaling up that all of a sudden finally it caught up to them what is it that you may ask well they couldn't fill on all the inventory their shipping containers weren't going out fast enough and all of a sudden the refunds and chargebacks started coming through the bad reviews started mounting and all of a sudden the support lines were full your backend system can totally crumble with great results in scaling too quickly now it's great to scale up and these are great problems to have until they become pretty serious so you want to make sure as you're scaling can you handle truly the amount of inventory you need to push out can you fulfill on it can you handle this additional support that comes through these are things that allow you to scale infinitely if you have them working in sequence together so many times our clients are selling out of their inventory and they have a record month and then their sells start to go down a little bit because they don't have enough stock to sell if you sell out your best seller it is natural to see a drop and growth because that is your bestselling product people are buying it for a reason so that doesn't mean your other products are going to perform just as well as that so you want to find ways to keep that product in stock so that way you can continuously grow your spend and get more results so scaling ads without scaling operations creates bottlenecks and can hinder growth and even impact it negatively and drive you in the other direction the last thing you want is an army of angry customers and you need to ensure your fulfillment inventory and customer service are ahead of your ad scale because if you know the model is working and you're scaling up you want to make sure the back end is just as good and broken systems can ruin your ca refunds bad reviews and turn drive up your ad cost and lower your conversion rates and marketing doesn't fix weak operations it exposes them so you need to prepare before scaling if your metrics are showing all the Goldilocks numbers and these are the four lessons that can be some of the biggest levers of growth in your business today but if you don't understand how to implement them how to systematize how to structure the backend how to structure the ad creatives how to analyze your data or pull these different levers at the right times you will only get a small slice of the pie that you could truly be eating in full and I can't stress is enough only paid ads or only websites or only influencers are not the answer but the whole system in funnel as one big Collective working in sequence together is what you need to be able to drive sustainable growth and I made a video breaking down a toz each of these categories and how you can leverage them to be able to amplify your sales your rois your conversion rates and so much more so I highly recommend checking out that video here that is also linked below it's the same funnel that some of the hundreds of brands that we've worked with have leveraged to be able to scale up their business being able to go from 20K months to $100,000 months and tons of them from $100,000 months to 300 500 and even million months and I'm giving it to you for absolutely free so go ahead and check out that video here so that way you can get the training and once again it's your favorite digital marketer Chase Chapel cheers and bye all