Peng Joon
SCALING ADS TO SEVEN FIGURES+
The Before:
Peng Joon struggled to make it through college. More interested in video games, he didn't make it to class very often. So… how the heck did he go from a broke graduate in a poor country, ($42,000 in debt) to one of the most sought after leaders in the digital marketing world?
It all began with his first digital sale. A $7 guide to World of Warcraft. It took him seven months for someone to buy it, but after that magical moment, there was no going back.
Peng realized that he could make money online selling digital products and eventually teach others to do the same thing. Since that day, he has shared the stage with giants like Tony Robbins and Russel Bronson.
Through his events, public speaking, and digital products he has taught thousands of entrepreneurs how to turn their life experiences into internet gold.
Keep reading to get the inside story and priceless takeaways of how Peng ignited his marketing empire with Team Hirsh.
The Details:
Peng already had a solid strategy in place, but wanted to scale his ads without wasting time or money.
He sells a variety of products and events, ranging from $7.95 to over $2000. They include social media and presentation guides, advertising blueprints, and marketing events where he teaches you how to sell digital products online.
$100,000 was his monthly sales goal. By looking at his past sales data and the average lifetime value of his customers, we were able to work backwards and find how many leads he would need each month.
*IT'S VERY IMPORTANT to know your goal numbers before launching ads*
We reached Peng's goal and then some by following the Hirsh Process outlined below:
The Strategy:
Peng was already having success, but to keep growing he wanted to scale his ads. We did this by finding more audiences for him to run ads to and testing more ads in the audiences that were already successful.
Side note: Especially when selling high priced items, it’s key to nurture new and old followers by providing valuable content throughout the sales process. This maximizes your return on ad spend.
A ninja way to find more audiences is to boost your best performing organic content. Then, create a lookalike audience of the users who engage with the boosted post. We did this and offered our target audience a free digital business blueprint.
Other target audiences we tested included:
- Users who followed other influencers in his niche
- People with certain entrepreneur based interests on their profile
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A broad, global audience to learn more about the people who engaged with his ads
Our team also tested more ads in the audiences that were already doing well. We created ads, and also tested some of his organic content as ads.
(Make sure that your audience is not overloaded with ads from you. Do this by checking the frequency score in the FB Ads Manager.
To summarize:
More tested audiences = more campaigns to scale.
Scaling fast, without burning out his current ads, was easy with those extra steps.
LEAD GENERATION AD
SALES AD
RETARGETING AD
LEAD GENERATION AD
SALES AD
RETARGETING AD
The Results:
- Total Ad spend: November-January $252,403.92 (on pace to add another $150,000 in February)
- Total Sales: 6,630 of his various offers
- Total Revenue: $396,909.55 November-January (on pace for $172,000-$200,000 in February)
- Successfully scaled 17% per week in November and 25% per week in January
- ROI: 137.82%
The Takeaways:
Test More Audiences
To scale effectively, we needed more ad campaigns, which required more audiences. A key to finding relevant audiences is really knowing your niche.
Peng was able to clearly tell us what people in the digital entrepreneur space struggled with, their interests, and who the top influencers were. We also constantly utilized lookalike audiences and all of the pixel data we were gathering in Peng’s account to create new strategic audiences.
Boost your organic posts
We spent about 5 percent of his marketing budget on boosting his social media posts. This allows you to collect data on users who engage with these posts and create lookalike audiences to target with your ads. You can also run these boosted posts as ads later. Having a lot of engagement on a post helps with the FB algorithm and provides more social proof to potential customers.
Track, Track, Track
Our strategy to build out his campaigns and his various funnels required deep levels of monitoring. Each day our team uses a spreadsheet to record data on each step of the funnel and whether or not the campaign is on track to reach the monthly goal.
We recommend cross checking FB pixel data with your own third party system, as it is common for Facebook to misreport clicks. This allowed us to make quick adjustments and improvements to his messaging and targeting.