TOP Facebook Ad Lessons Learned From $200M+ in Spend with Chase Chappell: An EOFire Classic from 2021

0:01Boom! Shake the room, Fire Nation! JLD here and welcome to Entrepreneurs on Fire! Brought to you by the HubSpot podcast network, the audio destination for business professionals with great shows like Content is Profits. Today, we're pulling a classic episode from the archives and we'll be breaking down the top Facebook lessons learned from over$200 million in spend. To drop these value bombs, I brought to Chase Chappell and the EO Fire Studios. Chase is one of Facebook's preferred ad partners with$10 million under management and the advisor of$189.5 million in spend across Facebook's products.

0:35And the value bombs Fire Nation are testing to see what works with your audience. The more testing you do, the more you find what resonates and how you cannot be afraid to create content, Fire Nation. That is the key because so many people are offering the same product and service as you do. Competition is brutal. Create content and so much more. And a big thank you for sponsoring today's episode goes to Chase and our sponsors. Imperfect Action, hosted by Steph Taylor, is brought to you by the HubSpot Podcast Network, the audio destination for business professionals. Imperfect Action is a bite-sized online marketing podcast for business owners who want to get straight to the point.

1:08Join Steph Taylor as she answers all your business marketing questions. Recent episodes include five must-knows to sell your online course, program, or membership, and four steps to grow your email list for your next launch. Listen to Imperfect Action wherever you get your podcasts. Chase, say what's up to Fire Nation and share something that you believe about becoming successful that most people disagree with? Absolutely. Yeah, so like one thing for me that I know and see a lot of people doing is one, they think that they can scale without having a team. A lot of people and entrepreneurs are starting out on their journey.

1:43They're making a lot of money. They're having some success, but the thing is, is the moment they wanna scale, they're not thinking about going into actually bringing people onto their team and scaling that way. A lot of times they think they can do everything themselves and they start to get capped out. Or, you know, one day they get sick or something happens and they realize that, you know, everything really is dependent on them and that they are their business and they don't really have a business. It's truly just them themselves. So I think it's a common misconception that, you know, not to scale into a team is the wrong thought.

2:13You should definitely, you know, consider it and actually make that expansion because those are the things that are actually going to make things more consistent for you. Teamwork, Fire Nation, will make the dream work. So whatever your dreams are, building the right team needs to be part of that process. Now, as I mentioned in the introduction, we're going to be talking about top Facebook ad lessons learned from over$200 million in spend. So a lot of experience coming with these wise words. And Chase, let's be honest, most people just launch into Facebook ads, but you actually teach how to leverage both IG Reels and TikTok before launching Facebook ads.

2:52Break down the strategy for us. Yeah, this recently just came about because right now with TikTok and IG Reels, there's so much organic growth happening and they're pushing these placements so heavily right now. And really, there's a lot of uninterrupted attention because on Reels right now, you're not seeing any ads. And then on TikTok, there's only so many advertisers just now joining. So there's a lot of attention there and you can end up engaging with a lot of people without having to actually spend any money to get those results. And here's the thing, if you make a TikTok post, like you know your first post or your third post one of these posts is actually going to get a ton of views because how it works is they're going to push it out to a lot of people and essentially get you all excited about these views and you're going to reach you know anywhere between 10 ,000 100 ,000 a couple million every single time we end up telling somebody to do this they end up seeing a huge amount of views and you know that's one quick way to see what works and then as you're actually testing and posting from TikTok to Instagram reels and getting this reach you're able to identify fairly quickly what works and what doesn't.

3:51And it's kind of like a testing ground that's going to save you a lot of money because you're able to find out the things that resonate with individuals, the things that get the views, the things that actually keep people engaged, and then taking those fundamentals and those skill sets that you're developing there and then applying those to your actual Facebook ads. And it's giving people huge leverage because once you actually end up doing that, you can actually start seeing almost immediately how successful the results become because you've already essentially hacked the human behavior and understanding what it is that's working with getting a lot of views and keeping people engaged and actually taking action.

4:22Now, are you seeing different verticals or niches that are really actually working when it comes to IG Reels and TikTok? Or is it really across all verticals? All verticals. You wouldn't even believe the amount of different things that could actually get a ton of engagements. I mean, there's dads of TikTok, there's moms of TikTok, there's grandmas of TikTok. And then on Instagram Reels, you have so many different audiences going on there. It's, you know, we have people who are millennials, you have, you know, Gen Z, you have Gen X, you have so many different individuals actually hopping on here.

4:54We have boomers on here. We literally have boomers literally, you know, scrolling through Instagram reels and sending those, you know, Instagram reels to their grandkids and showing them like, hey, check out this reel I just saw. And so that alone is giving the, you know, authority for you to be able to capture a lot of attention and actually engage with an audience, whether it's for your business or your personal brand. I mean, Fire Nation, it's worth it. It's across every single vertical, every single niche in industry. Just start putting some content out there, like see what sticks, like have some fun, experience some things.

5:27Because if you are going to work with Facebook ads, this is a great way to start your leverage by seeing what's working. And so speaking of Facebook ads, like let's get to the meat and potatoes. What the heck is working with Facebook ads right now? Yeah, so I mean like with Facebook ads, different things are going to work for different businesses. So testing images, testing videos, you're going to have to find out what works best for your business. There's no one specific thing that's going to work for everyone. It totally varies depending on what you actually do. But the main thing is when we look at over$100 million in spend across all these different ad accounts, hundreds of ad accounts, and we actually look at the data, we get down to the numbers, and we take our own opinion out of things, and we actually pay attention to what are these numbers telling us.

6:09when we look at that across the board you know it's it's images and it's going to be a shock for a lot of people because there's somebody out there in the market that's saying hey push video let's go video you know video is the way to go and you see all these videos online and people you know they're going with it i don't know who's saying it but somebody's doing it out there telling everybody to do the video when we look at the data you know it's pretty much images that are winning and outperforming over the long run and when we you know take a deeper dive into that and trying to understand why it is that images are actually performing over a longer period of time.

6:39Why is it that they're more consistent? And it's because they're more direct. A lot of times when people end up hearing that they need to create video, they don't really understand the actual mechanisms behind why video actually works, which is why earlier we were talking about try TikTok and Instagram Reels because that's going to allow you to develop skills. Most of the time people will launch a video and they don't even show the product within the first couple of seconds. They don't even demonstrate what it is and people don't even know what they're watching until they actually get into the video.

7:04And you've already lost a huge amount of potential customers, you know, very quickly. So with image, if you're showing the product, you know, instantly, it's right in the center of the image. There's no other stuff in the image itself other than the product. It's super direct. And, you know, Amazon's already figured this out themselves. If you go to Amazon, you, you know, search any product. It could be whatever you want. Just type in a product. What you're going to see immediately is the top items are going to be white backgrounds with the product in the center. It doesn't matter what product it is.

7:31If you search it, it's going to be a white background. They're not going to have models. They're not going to have other items in the actual image. It's because they want it to be as direct as possible because they want you to actually buy that thing. So that way you know what it is you're getting. Same thing with the Facebook ads. If you're actually launching these things and being as direct as possible, you're going to get higher conversions. Now I'm not saying image is going to be, you know, the best result on your account. I can guarantee you all the listeners right now, probably a vast majority of them have awesome, amazing videos that are converting well.

7:57What I'm saying is the images over a longer period of time are going to be more consistent and it's going to be easier for beginners and everyone else who doesn't have that skill set of developing content to be able to put out images fairly quickly and get good results. Fire Nation, data doesn't lie. We're talking to somebody who has over$200 million in ad spend. He can look across real data and parse out what's actually working. And guess what? I've seen it for years now. Like sometimes people just say something and then everybody just repeats that one thing. So one time someone said, oh yeah, video's crushing it on Facebook.

8:30And now everybody just repeats, oh yeah, video's crushing it on Facebook. They're just repeating something they heard from somebody who heard from somebody who heard from somebody, but it's the data. The data doesn't lie. So Chase, let's talk about the essence, the essence of a great Facebook ad. Let's break it down. Yeah, absolutely. So if you're selling a product or service, it doesn't matter. If you're promoting something, if your ultimate goal at the end of the day is to get a return on your investment, an actual sale we're talking about. We're not referring to awareness. We're not talking about sharing a story.

9:05We're talking about if you need to move your bottom line to get revenue or get an actual return, the main thing, the good essence of an ad is going to be being direct. That's one, showing the actual product in the very center of the image or right at the beginning of the video. and then two, calling out your audience in the copy. Right now with targeting and how things are working out with the iOS 14 and so forth, targeting is getting a little complicated because you have to really focus in deeply on interest at the moment to actually get things to convert because Facebook does still control that data.

9:35But with your targeting, you could keep it broad. Don't do any targeting at all. And if you just write in the copy who you're looking for, let's say you're selling items for kids and you're looking for mothers with children. If you call out those mothers in the ad by saying, hey, mothers, Facebook doesn't want people to leave their platform. They don't want people to get off Instagram. They need you to stay on the platform because that's how they make their advertising revenue. And so therefore, they're wanting to keep you there so they don't want to show you content that you don't like because if you don't like it, there's a good chance they're going to bounce.

10:05And so if you call out the audience mothers, the last thing they're going to do is show it to somebody who's not a mother. So the algorithm is sophisticated enough to know who you're calling out when you type that in. So it's going to take that keyword and start to show it to that audience for you. Therefore, you don't have to target mothers because all these other advertisers are selecting that behavior or demographic because they are selling a product that is for mothers. But because of that, they're all targeting a much smaller pool. But whereas if you go broad and actually call them out in the copy, you're actually using the algorithm to your advantage, therefore getting better results and cost.

10:39And so those are two things that are really going to improve the conversion overall. The other thing is in your headline, you either need to state what the product is by just literally naming it exactly as it is. If your service is, say, you're doing roofing, then just say that exact service. You don't have to do some elaborate name. The other thing is the offer. The offer is so imperative right now because the algorithm on Facebook, it's one part is going to be your bid, two part is going to be the actual offer, and then three parts are going to be a mixture of how many people you can potentially show it to, how many users are active, and a lot of other parameters that are very small that make up the other slice of the pie.

11:16But the biggest one overwhelmingly is going to be the actual offer. You could actually have somebody bidding against you saying, I'll pay$100 to get you to purchase. And then the other advertiser saying, I'll pay$1 to get somebody to purchase. You might think the person who's willing to pay$100 will get the sale. Well, it's not always the case because if the person that's raising their hand with a dollar actually has a better offer on their ad, they're actually going to get the conversion because Facebook wants the advertiser who's willing to give the best offer to their individual to get the result.

11:46Fire Nation, number one headline, what product is it that you're actually selling? I mean, be simple, be clear, be direct, and then offer. This is a really fascinating way to think about it, Chase, like I'm glad you brought up in this manner. Like Facebook wants conversions, not just saying, okay, who's the highest bidder? The highest bidder wins. They want conversions. The best offer is going to convert the best. The best offer is going to be promoted most by Facebook. So that's what you need to be thinking about when you're thinking about headline, when you're thinking about offer. And Fire Nation, is there too much noise for a beginner to stand out in this world right now?

12:23We're going to be talking about that and more when we get back from thanking our sponsors. If you're a startup with big goals, then it's important to find a CRM that can keep up. But I get it. When you're in startup mode, it can be tough to know which platform is right for you and your business. Here's the good news. From marketing and sales to supporting content and everything in between, HubSpot's all-on-one customer platform has startups covered. And with the HubSpot for Startups program, you can save 30 % to 90 % on a platform that scales right along with you, increase leads, boost revenue, improve your customer experience.

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14:02You're going to love this product. But if for any reason you don't, they're offering a 100 % money back guarantee. Plus I got you 15 % off your first order and free rush shipping. Visit fieldofgreens.com and use promo code FIRE. That's promo code FIRE at fieldofgreens.com. Fieldofgreens.com. Chase, we're back. and it's loud. It's a noisy, crazy, busy, silly sometimes world out there. Is it just too much noise? Is there just too much chaotic craziness for a beginner? We're talking about beginners right now to stand out. Absolutely. There's a lot of noise. There's so much information being put out on a daily basis.

14:44There's so much individuals in the space. You have individuals selling the same thing as you. You have people that are offering the same services. The competition is brutal out there. And with everybody getting online now after this whole, you know, now that the pandemic's starting to, you know, be set aside as things are starting to get much better now, you know, everybody really started to adopt the online and it's staying, it's sticking around. People are still staying online to actually, you know, continue to advertise and so forth. So it's imperative that you figure out ways to cut through that noise.

15:13And, you know, one of those ways you're going to do it is by finding areas where attention is really high and also the amount of individuals there that you're competing with is much lower. So for instance, let me explain that. Instagram Reels, going back to that conversation in TikTok, there's not a ton of advertisers running ads on TikTok yet. And there's not any advertisers running on Instagram Reels because that placement, what Facebook wants is they want to get everybody super engaged in that one area. And then once they have the attention and they have their metrics dialed in and they're like, okay, we know all these people are on Instagram Reels.

15:46We're averaging this amount of time. Now we're going to let the advertisers use this placement and then they'll open it up. Well, if you think about that, that's an opportunity, one, for if you're not running ads, you have the opportunity to organically reach a lot of people. And then once the avenue does open up with the advertisers, now you have a placement where there's a time and tension to market to. So, you know, you want to be focused on both sides. One, before it's available to advertisers and two, once it is available to advertisers, you're on it. So that way you're getting the best of both worlds.

16:14So, So really focusing in on that. And then one, really delivering your message with as much value as possible and putting out a consistent amount of testing. You gotta do some testing to see what works with your audience. The more testing you can do, the more you can actually find out what it is that's going to resonate with an individual. Fire Nation, yes, there's noise out there. Yes, it's chaotic out there. But listen, when you do the right thing and you are cutting through the noise and you are becoming the best solution to a real problem, people will beat a path to your door because people want the best solution to a real problem.

16:50And when they're looking for what you're selling and you are the best solution to that problem, you will win. Now, let's go through some of the ways that we can get started with Facebook as in 2021. I mean, the Fire Nation is like, okay, I'm ready to get started. I'm understanding this whole leveraging IG reels and TikTok. I'm understanding that data doesn't lie. I understand the headline and the offer and how images are outperforming video right now. What are the best ways for our listeners, Chase, to get started with Facebook ads here in 2021? It's very simple. I mean, people can go to business.facebook.com, set up a business manager, create an ad account, and you have to spend no more than$5 a day.

17:30That's no more than a cup of coffee. I mean, if you're going to Starbucks, I'm sure you're paying more than$5 to get a coffee. Most people are. It's just typical. and the thing is with that if you know if you're willing to pay that for a cup of coffee then it should be okay to be willing to spend five dollars a day it's not a lot of money to risk it's not a lot of money to lose it's no more than a cup of coffee and that allows you to one see how the data works understand if things are going well you if you're getting purchases great then you can start to scale no need to come in there with a you know a mindset of okay i have $1 ,000 set aside with my business or I have$500 that I've just received extra that I want to put towards advertising.

18:08If you do that, most of the time people will come in, they'll place like$100 daily budget and then after five days or a couple of days, the money's gone. And then they wonder what happened. Oh, Facebook ads didn't work for me and so forth. It doesn't need to be that way. You don't need to scale unless you're actually seeing the results. And that way, you actually limit your risk and can achieve success by once you do see something that works, then you actually decide to scale. That way you don't go in there with, you know, assuming that you're going to be able to get results with some large budget that you all of a sudden got access to.

18:38Go ahead and start small and then only move up if it does work. $5 a day, Fire Nation, and then only scale if you see results. You're only going to scale if you start seeing results and your business can grow with you. So Chase, we talked about a lot of awesomeness today. What do you really want to make sure Fire Nation gets from everything that we talked about? Like really take this home for us. What's the one big takeaway from our conversation today? Yeah, it's honestly really just about starting and not being afraid to actually create content. Okay. Whether it's for your business, you don't have to be the person showing yourself on camera.

19:15If it's for your product, if it's for your service, a lot of times people are nervous or afraid or self-conscious about themselves and shooting content or, you know, making a photo or something like that. It doesn't have to be that way. You know, content goes viral on TikTok, content goes viral on Instagram, ads convert really well without people. You know, it can work. You don't have to use your actual self. You don't have to use your own voice. There's actually tools that'll actually talk and you just type in the text and they'll do it for you. That way, if there's any, you know, self-consciousness about anything, there's so many ways that you can still do this without having to worry about those specific things that you're worried about.

19:47And that allows you to actually get started, create the content, see what works, and then get warmed up to the idea. You know, before I started YouTube, I had 200 videos literally logged before I decided to post my first video because I was so self-conscious about what it was that I was coaching individuals on because I was like, what if somebody doesn't like it? What if they don't like the way I talk? Or, you know, what if it's something that the way I look or, you know, I was just nervous about launching. It literally took me 200 videos to create before I decided to publish one. And the moment I decided to publish that one video after I built up all that confidence, it did great.

20:20And then I just, the good thing is I had 200 of them I could literally release now and I was able to actually create content. And if I was decided not to post for a month, well, guess what? I still had backlog content that I could pull from. And still to this day, there's so much content that we've been building up, you know, just as a vault alone because of that one, you know, time where I ended up backlogging all this content. And so that's really allowed me to be able to post if I'm, you know, not feeling it one day and so forth. So, you know, you can always create this content and not post it to build up the confidence as well.

20:50Confidence is huge, Fire Nation. If you have the confidence by, again, if you just start at$5 a day, get the confidence to get one conversion. If that one conversion made you$10, then maybe you bumped up to$6 or$7. You can continue to scale as you want, as you need, as you're going forward. Chase, how can Fire Nation learn more from you? How can we learn from you? How can we get educated with you? How can we connect more with you past this podcast? Break that down for us. Absolutely. So, I mean, if you go to my site, chasechappell.com. It's C-H-A-S-E, Chappell, C-H-A-P-P-E-L-L.com. You can find my social media there, my YouTube channel, my Instagram.

21:31There's a lot of content we're putting out on TikTok daily, as well as if you go to chasechappell.com slash fire, you'll be able to get all of the discounts to all of the products that we offer. Fire Nation, you're the average of the five people you spend the most time with. You've been hanging out with CC and JLD today, So let's keep up that heat. And again, if you head over to eofire.com and type Chase in the search bar, the show notes page will pop up with everything we've talked about here today. Best show notes in the biz, timestamps, links galore. And of course, head over to chasechapel.com slash fire.

22:05That's two Ps, two Ls, chasechapel.com slash fire. And Fire Nation, you know that you're the average of the five people that you spend the most time with. And you've been hanging out with the right people today. So just keep doing those things. And Chase Hunter, say thank you, brother, for sharing your truth, your knowledge, your value with Fire Nation today. So for that, we salute you and we'll catch you on the flip side. Hey, Fire Nation, today's value bomb content was brought to you by Chase. And one thing that I've identified over the years is that successful entrepreneurs, they are productive and they are disciplined and they are focused, which is why I created the Mastery Journal.