Perpetual Traffic

Mentioned in this episode:

We’re opening up sponsorship spots for Q1 and Q2!

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Why Pausing Meta Ads Based on CPA Is a BIG Mistake!

Fri, 03 Apr 2026 07:00:00 -0400

Has your business growth stalled? You need to audit all aspects of your marketing strategy to uncover the reasons. We are giving away our $10,000 audit process to a few brands.

Book your spot: https://www.tiereleven.com/audit

Ever been told to cut your losers and let your winners run? It sounds simple enough, but what if this popular advice is actually hurting your ad performance? In today’s episode, we’ll uncover why focusing on CPA (Cost Per Acquisition) might be misleading and what you should do instead to optimize your ad strategy.

Tier 11’s John Moran walks us through an experiment where we tested ad sequencing and creative strategies. The results prove that cutting ads based purely on CPA could cost you more than you think.

We’ll also break down the right approach to assessing ad performance in the Andromeda era and how understanding traffic stages can completely change the way you think about your ad spend.

In This Episode:

- Meta Andromeda’s changes after recording the episode

- The dangers of cutting your “losers” based on CPA

- Case study: Cold traffic trends and clicks to add carts

- Examples of user journeys when running UGC ads

- Why you should not pause ads

Mentioned in the Episode:

Partner With Our Digital Marketing Experts: https://www.tiereleven.com/apply

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Full Episode, Stop Pausing Ads: Why “Bad” Meta Ads Could Be Your Best Ads: https://www.youtube.com/watch?v=-g6N9ZlcW_8

Still Relying on Old Funnels? Here’s What’s Working in Meta Ads Right Now: https://perpetualtraffic.com/podcast/episode-785-still-relying-on-old-funnels-heres-whats-working-in-meta-ads-right-now/

The Funnel Is Dead. Here’s What Full-Funnel Actually Means Now: https://perpetualtraffic.com/podcast/episode-787-the-funnel-is-dead-heres-what-full-funnel-actually-means-now/

Why the Funnel Is Dead (And What Actually Drives Growth Now): https://perpetualtraffic.com/podcast/episode-788-why-the-funnel-is-dead-and-what-actually-drives-growth-now/

The New Meta “Feeder Strategy” That Breaks Andromeda (Full Walkthrough): https://perpetualtraffic.com/podcast/episode-757-the-new-meta-feeder-strategy-that-breaks-andromeda-full-walkthrough/

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with John Moran:

LinkedIn: https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

Mentioned in this episode:

We’re opening up sponsorship spots for Q1 and Q2!

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Why the Funnel Is Dead (And What Actually Drives Growth Now)

Tue, 31 Mar 2026 07:00:00 -0400

Stop spending more on an outdated digital strategy. Let our experts audit it and give you the blueprint you need to scale fast. Book your spot: https://www.tiereleven.com/audit (only 3 spots available).

Are you still optimizing channels in isolation, thinking Meta is broken while Google “works”? That mindset is exactly what’s killing your growth. If you’re chasing last-click ROAS or shifting spend based on siloed performance, you’re missing the bigger picture, and it’s costing you more than you think.

In this episode, we challenge the entire concept of the traditional funnel. We look at why spending more doesn’t always mean scaling, and how improving conversion rates, content, and product pages can outperform increased ad spend. We share real examples, from Amazon ad spend cuts with zero revenue loss to brands hurting themselves by turning off Meta.

We also unpack media efficiency ratio, the halo effect across platforms, and why content is now inseparable from paid media.

In This Episode:

- Spending more on content and listings to boost ROAS

- Insights from Amazon ads case studies

- MAP pricing and arbitrage when selling on Amazon

- Why siloed attribution is misleading

- Media Efficiency Ratio (MER) vs last-click metrics

- Marketing history of soap operas

Mentioned in the Episode:

Partner With Our Digital Marketing Experts: https://www.tiereleven.com/apply

Part 1: The Funnel Is Dead. Here’s What Full-Funnel Actually Means Now: https://perpetualtraffic.com/podcast/episode-787-the-funnel-is-dead-heres-what-full-funnel-actually-means-now/

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

Mentioned in this episode:

We’re opening up sponsorship spots for Q1 and Q2!

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

The Funnel Is Dead. Here’s What Full-Funnel Actually Means Now

Fri, 27 Mar 2026 07:00:00 -0400

Is your digital strategy outdated? Let our experts audit it and give you the blueprint you need to scale.

Book your spot: https://www.tiereleven.com/audit (only 3 spots available).

Are your ads blending in, allowing cheaper competitors to win? If you’re still leading with product features and price, you’re playing a losing game. The real question is: are you selling what the product does or how it makes people feel?

Today, we break down a major shift we’re seeing with Meta and modern performance marketing, where brand storytelling is no longer optional. We walk you through a real case study with a premium hammock brand that couldn’t sell a $4,000 product until we leaned into the founder story, mission, and emotional positioning.

We also unpack why relying on Google or Amazon alone is a dangerous strategy and how brands without identity get commoditized overnight. If you want higher margins, better customers, and scalable growth, you’ll need to rethink your entire approach. We’ve got some tips to get you started, so tune in!

In This Episode:

- Old vs new advertising model

- $4,000 Hammock case study

- Mini funnel inside ads on Meta

- Risks of relying on Google or Amazon only

- Emotional brand positioning to boost results

Mentioned in the Episode:

Partner With Our Marketing Experts: https://www.tiereleven.com/apply

Previous Episode on Comments as a Sales Floor: https://perpetualtraffic.com/podcast/episode-786-your-comments-section-is-a-sales-floor-is-anyone-working-it/

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

Mentioned in this episode:

We’re opening up sponsorship spots for Q1 and Q2!

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Your Comments Section Is a Sales Floor. Is Anyone Working It?

Tue, 24 Mar 2026 07:00:00 -0400

Are you burning cash on the wrong strategy? Share a few details about your brand, and we’ll show you exactly where you’re leaking profit.

Book your spot: https://www.tiereleven.com/audit (only 3 spots available).

Is the classic sales funnel dead, or are we just missing the point? Your customers aren't following a simple, linear path anymore. They're multitasking, researching, and engaging in ways we can't afford to ignore.

In today’s episode, we talk about the overlooked power of post-click interactions, specifically the importance of responding to comments. We break down why engagement on ads and social media is critical to building trust and converting leads.

If you want your sales funnel to work, you can’t afford to leave comments hanging without a response. Quick responses are not just customer service but sales. Join the conversation for tips and tools to ensure you're getting the most out of your social media and ad engagement.

In This Episode:

- What full funnel means

- How social interactions drive conversions

- Treating comments as sales and not customer service

- Key tools to enhance comment engagement

- Conclusion and key takeaways

Partner With Tier 11’s Marketing Experts: https://www.tiereleven.com/apply

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

We’re opening up sponsorship spots for Q1 and Q2!

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Still Relying on Old Funnels? Here’s What's Working in Meta Ads Right Now

Fri, 20 Mar 2026 07:00:00 -0400

Stop guessing. Get the blueprint you need to scale fast.

Book your spot: https://www.tiereleven.com/audit (only 3 spots available).

Is your Meta ad strategy outdated? If you're still running campaigns with a rigid funnel approach, you're probably missing out. In this episode, we break down the evolving landscape of Meta campaigns and share insights on how to cut through the noise.

We explain why targeting not just existing customers but new and engaged audiences is necessary for driving real growth. Lauren walks us through her "Five Horsemen" strategy, view-through vs. click-through conversions, and why creative diversification should be at the core of your Meta campaigns.

We also share the metrics you should track and the strategic adjustments that can lower your cost per acquisition. Join us if you want to grow your brand with more engaged audiences and less wasted ad spend.

In This Episode:

- Analyzing audience segments in Meta

- The "Five Horsemen" funnel strategy

- Meta’s limitation in using lead events for sales campaigns

- Leveraging reach campaigns in Meta ads

- The creative diversification strategy for boosting engagement

- Transforming well-performing organic reels into ads

- Running ads to earn trust versus increasing sales

- Using Meta’s campaign data as directional data

Mentioned in the Episode:

Part 1 of this episode: https://perpetualtraffic.com/podcast/episode-784-your-cac-is-lying-to-you-heres-the-number-that-isnt/

Partner With Our Marketing Experts: https://www.tiereleven.com/apply

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Meta Ads Creative Diversification Playbook: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

We’re opening up sponsorship spots for Q1 and Q2!

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Your CAC Is Lying to You — Here's the Number That Isn't

Tue, 17 Mar 2026 07:00:00 -0400

Stop flying blind with data! Let us give you the exact blueprint you need to scale fast.

Book your spot: https://www.tiereleven.com/audit (only 3 spots available).

Is your customer acquisition cost (CAC) accurate? In this episode, we answer the critical question every marketer and business owner faces: Can you trust the data you’re getting from ad platforms? If you can’t fully rely on those numbers, how can you be sure that your strategy is working?

We’ll address these questions and share our thoughts on audience definitions, data accuracy, and how to ensure that your marketing efforts are really driving new customer acquisition. We also reveal how you can start tracking new customers with a high degree of confidence, even if you don’t have access to advanced reporting tools.

If you’re ready to get a clearer view of your numbers and know exactly where your growth is coming from, this episode is for you.

In This Episode:

- How to ensure customer acquisition data is accurate

- Meta’s audience definitions and why they matter

- Is Meta’s data on new and returning customers accurate?

- Uploading customer and lead lists to improve accuracy

- How to find new customer data on Meta and CRM dashboards

Mentioned in the Episode:

Partner With Our Marketing Experts: https://www.tiereleven.com/apply

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

We’re opening up sponsorship spots for Q1 and Q2!

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

How to Tell If Your Agency Is Performing (Not Just Reporting)

Tue, 10 Mar 2026 07:00:00 -0400

Stop guessing. Get the blueprint to scale: https://www.tiereleven.com/audit

Are your ads working, or are the dashboards just telling you what you want to hear? Too many marketers celebrate high ROAS inside Meta or Google while revenue in Shopify tells a very different story. If your agency is “reporting well” but the business isn’t growing, something is broken.

In this episode, we break down why in-app metrics are often misleading, how platforms double-count conversions, and why your CRM or store data must always be the source of truth. We also share the questions every VP of Marketing should ask their agency to force better thinking, stronger accountability, and a real growth strategy.

You’ll learn how to challenge reporting, uncover hidden attribution issues, and turn agency meetings into strategic conversations instead of dashboard reviews. If you manage paid media or manage the people managing it, this one will help you evaluate performance.

In This Episode:

- Vanity metrics vs real revenue

- Why attribution models conflict

- View-through vs click attribution

- Addressing tracking setup mistakes

- Three questions to ask your agency

- Which answers should raise red flags?

- Questions for monthly and quarterly reviews

- Challenging agencies to think of your money as theirs

- Agencies should perform, not report well

Mentioned in the Episode:

Stop guessing. Get the blueprint to scale: https://www.tiereleven.com/audit

Is Your Agency Performing Or Just Reporting Well?: https://youtu.be/F6iGYu7Dv4s

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

We’re opening up sponsorship spots for Q1 and Q2!

Apply now by visiting www.perpetualtraffic.com

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Is Your Agency Performing Or Just Reporting Well?

Fri, 06 Mar 2026 07:00:00 -0400

Stop guessing. Get the blueprint to scale: https://www.tiereleven.com/audit

Are you getting the results you expect from your agency? Or is your marketing just vanity metrics? Too often, businesses spend thousands of dollars without understanding whether their marketing is truly driving revenue. In today’s episode, we get into why performance marketing should focus on what matters most: the impact on your bottom line.

We break down the issues we’re seeing in the agency space, including a shocking example of a business spending $30-40K a month without any measurable results, all because their agency failed to focus on tracking what actually moves the needle. But it’s not just about hiring agencies but also about how to hold your team accountable.

We’ll share some tips to help you recognize if your agency is really performing or just reporting numbers that look good on paper. You’ll gain a better understanding of what to look for in your agency relationships, what metrics to monitor, and how to make smarter marketing decisions.

In This Episode:

- Vanity metrics vs. real performance

- When should you hire an agency vs. in-house contractors?

- The financial cost of hiring a marketing agency

- Determining the type of agency your business needs

- Dealing with inaccurate agency reports

- Key metrics to measure marketing performance

- What should your agency’s dashboard show?

Mentioned in the Episode:

Stop guessing. Get the blueprint to scale: https://www.tiereleven.com/audit

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Tier 11’s Marketing Performance Indicators (MPI) Checklist: https://www.tiereleven.com/marketing-performance-indicators

Creative Diversification Playbook: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Meta Andromeda 'Ice Cream Strategy' - Stop Killing Your Best Flavors!

Tue, 03 Mar 2026 07:00:00 -0400

Partner with our Meta ads experts: https://www.tiereleven.com/apply

Are your ads “good enough” but still not getting anyone to fall in love? If your creative looks like vanilla ice cream, you’re probably forcing Meta to guess, and that’s basically running your business off a magic "8 ball."

In this episode, we use ice cream flavors to explain what Meta’s real creative diversification demands. We break down why “pink shirt vs blue shirt” isn’t diversification, how the 25% (or more) difference rule actually plays out, and why you need multiple angles that feel like totally different flavors, not vanilla bean vs French vanilla.

By the end of the episode, you’ll know about building a simple “Rule of Six” creative system, why contribution matters more than last-click attribution, and how to stop turning off ads that are doing the heavy lifting in the background. Give this one a listen, then go build your Baskin-Robbins ad account.

In this episode:

- Are you running “vanilla” ads?

- Creating memorable ads that convert

- Meta’s creative diversification playbook

- Hook rate vs conversions

- Contribution vs attribution

- The rule of six for Meta ads

- Why you need a real source of truth

Mentioned in the Episode:

Partner with our Meta ads experts: https://www.tiereleven.com/apply

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Previous Episode on Pausing Ads: https://perpetualtraffic.com/podcast/episode-743-stop-pausing-winning-ads-andromeda-ad-strategy-that-changes-everything/

Ice Cream Place in New Zealand: https://www.patagoniachocolates.co.nz/pages/ice-cream-flavours

Previous Episode with John Moran: https://perpetualtraffic.com/?s=john+moran

Google Search Console: https://search.google.com/search-console

Creative Diversification Playbook: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.youtube.com/watch?v=nWrUeotDYzs

How We Made a Personal Injury Law Firm $55.2M with Oli Liboy

Fri, 27 Feb 2026 07:00:00 -0400

Relying solely on Google ads to drive leads is risky. Our team can help you balance Meta and Google ads to lower costs and boost conversions.

Partner with our marketing experts today: https://www.tiereleven.com/apply

Tier 11’s Oli Liboy joins me to explore the multi-channel strategy that earned a personal injury law firm $55.2M in revenue. We discuss how Google’s shift from a traffic machine to an intent machine has changed the game for high-stakes industries. Oli shares how Meta ads, combined with Google’s intent-driven platform, work together to generate both awareness and high-quality leads even in the most competitive markets.

If you’re a lawyer or marketer in this space, or just interested in the future of digital marketing, this episode is packed with valuable insights. We’ll break down strategies for scaling your paid ads without blowing your budget, optimizing your Google campaigns for intent, and creating brand awareness through Meta.

In This Episode:

- Oli's background and experience

- The danger of relying only on Google Ads

- Google Ads transformation into an "intent machine"

- Balancing Meta and Google ads strategies

- Why generating awareness on Meta is critical for conversions on Google

- Using Google and Meta ads for personal injury cases

- The importance of tracking and CRM setup

- Optimal scenario for combining Meta and Google

- How Google local services ads (LSAs) work

- Qualifying Google ad clicks

- Optimizing the Meta and Google mix for a law firm

- The real results of the personal injury case study

Mentioned in the Episode:

Part 1 of How We Made a Personal Injury Law Firm $55.2M: https://www.youtube.com/watch?v=x_SiPLJYzkI

Part 2 of How We Made a Personal Injury Law Firm $55.2M:

Previous Episodes On The Personal Injury Law Case Study: https://perpetualtraffic.com/?s=personal+injury+law

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Oli Liboy:

LinkedIn: https://www.linkedin.com/in/oli-liboy

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

How We Turned $25K into $184M in Personal Injury Settlements

Tue, 24 Feb 2026 07:00:00 -0400

The right digital marketing strategy can turn high-cost clicks into millions in revenue. We want to help your business achieve this and more!

Partner with our marketing experts today: https://www.tiereleven.com/apply

Today, we continue our review of a real-world personal injury law firm case study where we transformed a modest ad spend into over $184 million in settlements. We didn't just buy media; we built a strategic, multi-channel system that generated outstanding results.

I’ll walk you through the specific steps we took, from installing tracking software to optimizing the site post-click. The game-changer was refining the landing pages and ad creatives, improving conversion rates, and building a cohesive Google and Meta strategy. Consequently, we achieved a significant drop in cost per signed case and a massive increase in qualified leads.

If you're serious about scaling your business, whether in legal services or other services, this three-part series will help you refine your approach to paid media in 2026 and beyond.

In This Episode:

- Introduction and part 1 recap

- Optimizing after-the-click experience

- Results after optimizing landing pages

- Continued optimization of Meta and Google ads

- Google Ads performance in 2025

- How Meta and Google work together

- Final results: Scaling to $184 million in settlements

Mentioned in the Episode:

Watch Part 1 of How We Made a Personal Injury Law Firm $55.2M: https://www.youtube.com/watch?v=x_SiPLJYzkI

Download Tier 11’s Marketing Performance Indicators (MPI) Checklist: https://www.tiereleven.com/mpi

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Tier 11’s nCAC Calculator: https://www.tiereleven.com/ncac

Previous Episodes On The Personal Injury Law Case Study: https://perpetualtraffic.com/?s=personal+injury+law

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

How We Made a Personal Injury Law Firm $55.2M (Case Study)

Fri, 20 Feb 2026 07:00:00 -0400

You can scale your business fast with the right digital marketing partners and strategy.

Partner with our Meta ads experts: https://www.tiereleven.com/apply

Are you still betting your entire growth plan on Google? If you’re treating search like the “engine,” you might be building demand everywhere else and giving it zero credit.

In this case study, I break down four years of work inside one of the most brutally competitive niches we serve. Personal injury law. We took a Michigan firm from messy tracking and misaligned leads to a machine that consistently optimized for the only metric that matters: signed cases.

Early on, we drove a 70% drop in cost per signed case to about $1,518 and still achieved roughly a 20x ROI. I’ll walk you through the Meta and Google synergy, the tracking stack that made optimization possible, and the “signed case maximizer” framework we use to scale without drowning in junk leads.

In This Episode:

- Early wins: leads, CPL, and CPC improvements

- The 1,500 CAC and 20x ROI math

- Spending $2,900 per signed case for $55m in revenue

- Case diagnosis: no avatar and conversion tracking

- Prescription: installing Tier 11 Data Suite

- Deploying the signed case maximizer framework

- Using Google’s 90-day conversion tracking window

- Installing the digital strategy velocity engine

- Combining Meta and Google ads to maximize results

- Impressions and leads from optimized ads

Mentioned in the Episode:

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Tier 11’s nCAC Calculator: https://www.tiereleven.com/ncac

Previous Episodes On The Personal Injury Law Case: https://perpetualtraffic.com/?s=personal+injury+law

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

From $5M to $32M in 2 Years [Premium eCommerce Case Study]

Tue, 17 Feb 2026 07:00:00 -0400

Stop settling for slow revenue growth! You can scale your business fast with the right digital marketing partners and strategy.

Partner with our Meta ads experts: https://www.tiereleven.com/apply

Why do some businesses just seem to explode in revenue while others struggle to scale? It's not luck, it’s strategy. In today’s episode, we’re reviewing a premium e-commerce case study that shows exactly how we helped a $5M brand reach $32M in just two years.

We’ll talk about how we tackled some of their biggest challenges, from limiting customer acquisition costs to refining their targeting and focusing on their hero products. With a premium product and a clear goal, we fine-tuned their marketing approach to deliver a 543% increase in revenue and a 503% increase in new customers.

You can apply the same strategy to your own business, whether you’re in e-commerce, services, or even digital products. Tune in to learn the steps we took and how they’re planning for even bigger success in the coming years.

In This Episode:

- Case study: scaling revenue from $5M to $32M

- Key challenges that stunted revenue growth

- The steps we took to scale faster and the results

- Leveraging insights from Tier 11’s Data Suite

- The impact of creative diversification on Meta ads

- Conclusion and the client’s growth plans

Mentioned in the Episode:

Creative Diversification Playbook: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Marketing Performance Indicators (MPI) Checklist: https://www.tiereleven.com/marketing-performance-indicators

Tier 11’s nCAC Calculator: https://www.tiereleven.com/ncac

Previous Episode On Why Meta Is The Best Ad Platform: https://www.youtube.com/watch?v=hRnglXjlwMo

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

2 Big Reasons Why Meta Isn’t Optimizing for Sales Anymore

Fri, 13 Feb 2026 07:00:00 -0400

If you’re still measuring success by direct conversions alone, you could be missing the bigger picture in your campaigns. Meta is shifting its focus, and if you're not adapting, your business will be left behind.

In today’s episode, we share insights from testing with over $50 million in ad spend. You’ll hear about the importance of metrics like hook rate and hold rate, and how creative optimization is key to staying ahead. We also explain why viewing your campaigns holistically, not just through conversions, is the future of effective ad buying.

Plus, you’ll gain a clear understanding of how to navigate these changes, tweak your media buying strategy, and optimize your campaigns for better customer acquisition. Join the conversation now and learn how we’re adjusting our strategy to scale ad performance and acquire customers profitably.

In This Episode:

- Meta’s shift from sales to leading indicators

- Why video ads are now key to ad performance

- Live presentation: analysing hook and hold rates

- How hook rate and hold rate work together

- Real-world examples of hook and hold rates testing

- Why media buyers need to be growth strategists now

Mentioned in the Episode:

Previous Episode with Motion’s CEO: https://perpetualtraffic.com/podcast/episode-769-the-biggest-creative-trends-in-2026-revealed-with-reza-khadjavi/

Previous Episodes with John Moran: https://perpetualtraffic.com/?s=john+moran

Watch the Episode on YouTube: https://perpetualtraffic.com/youtube

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Are You STILL Using Outdated Meta Andromeda Ad Strategies?

Tue, 10 Feb 2026 07:00:00 -0400

Apply to Work With Tier 11: https://www.tiereleven.com/apply-now

If your campaigns aren’t scaling as you'd like and CPMs keep rising, it’s time to refresh your social media marketing strategy. In today’s episode, we explain in detail why creative diversification is the key to succeeding with Meta ads in 2026 and beyond.

We discuss how to break free from old, hacky methods like the Michigan Method and explain how the Meta algorithm is designed to do the heavy lifting, if you let it. We talk about the importance of running multiple, varied ads to speak to different segments of your audience and provide real examples of how this works in practice.

If you want to know how to evolve your approach, increase engagement, and set up campaigns that actually scale, you won’t want to miss this one. You’ll understand why "one-size-fits-all" advertising no longer cuts it and what to do instead.

In This Episode:

- How Facebook ads have evolved over time

- Creative diversification explained

- How to create different ICPs for Meta ads

- Designing the right creative angle for each audience

- Looking for ad hacks vs developing a strong brand

- Final thoughts on outdated advertising strategies

Mentioned in the Episode:

Creative Diversification Playbook: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf

Meta's Ad Creative Guidelines: https://web.facebook.com/business/m/small-business/creative-differentiation?_rdc=1&_rdr#

Previous episode on the Michigan Method: https://perpetualtraffic.com/podcast/scale-your-facebook-ad-campaign/

Previous episode with Cole Turner: https://perpetualtraffic.com/podcast/episode-747-the-1-mistake-thats-secretly-killing-your-meta-andromeda-ads-with-cole-turner/

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

How to Create a 'Moat' Around Your Company/Department Like Meta

Fri, 06 Feb 2026 07:00:00 -0400

Are you hesitant to invest in your team, fearing they might leave after you put in all that time and money? What if the real risk is in not investing, and they stay? Low-performing and uninspired. In this episode, Lauren and I chat about how investing in your team can create a powerful internal moat that attracts the right people and drives your business forward.

We discuss a recent initiative at Lauren's company in which a team member took the lead to improve an internal process and created an SOP for it. It's a perfect example of why fostering initiative and empowering employees to take ownership can elevate your entire team’s performance.

If you're struggling to create that type of culture, this conversation will give you ideas for reevaluating your core values to ensure your team’s alignment and ultimately build a work environment where the best talent thrives. We also explore how these ideas translate into digital marketing, leadership, and managing remote teams effectively.

In This Episode:

- Core values, employee initiative, & continuous learning

- The risk of not investing in your team and gatekeeping

- Meta's strategic investments in employee acquisition and AI

- Creating an internal moat for your business

- The people analyzer process, based on core values

- Adapting to external challenges in digital marketing

- Why radical candor and emotional intelligence are critical

- Final thoughts on creating a moat and call to action

Mentioned in the Episode:

Gino Wickman’s book, Traction: https://a.co/d/01q1TP4O

Patrick Lencioni’s book, The Ideal Team Player: https://www.amazon.com/dp/1119209595/

Creating custom emojis on Slack: https://slack.com/help/articles/206870177-Add-custom-emoji-and-aliases-to-your-workspace

Apply to Work With Tier 11: https://www.tiereleven.com/apply-now

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Stop Wasting Ad Spend: This Tool Guarantees Accurate Customer Data

Tue, 03 Feb 2026 07:00:00 -0400

Stop losing customer insights to privacy blockers! Make confident, data-driven marketing decisions with Tier 11’s Data Suite.

Learn more and schedule a call at: https://www.tiereleven.com/what-we-do/data-suite

Are you flying blind with your ad data? With ad blockers, privacy laws, and tracking issues, Meta can't always give you the full picture. So how do you trust your numbers and make better decisions for your business?

In today’s episode, we tackle a crucial topic for anyone managing Meta ads: how to optimize data for accurate results. Joined by Cameron Campbell, we explain the difference between Meta’s Conversion API (CAPI) and the Tier 11 Data Suite, and why relying on just in-platform metrics can lead you to make costly mistakes.

We also talk about the role of first-party data and why it's the foundation for building a solid marketing strategy. We wrap up with proven strategies on improving your ad campaign's performance, understanding customer acquisition costs, and knowing when to pull the plug on underperforming campaigns.

In This Episode:

- What are Marketing Performance Indicators (MPIs)?

- The problem with Meta's in-platform data

- Comparing Meta’s CAPI with Tier 11 Data Suite

- Differences between first-party and third-party data

- How to measure customer acquisition costs accurately

- Measuring nCAC with Tier 11 Data Suite vs. CAPI

- Comparing data in Meta vs Tier 11 Data Suite’s interfaces

- Understanding time lag and how it impacts your decisions

Mentioned in the Episode:

Get Your Marketing Performance Indicators (MPIs) Checklist Now: https://www.tiereleven.com/mpi

Apply to Work With Tier 11: https://www.tiereleven.com/apply-now

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Cameron Campbell:

LinkedIn: https://www.linkedin.com/in/cameron-campbell-b5070759/

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Stop Pausing Winning Ads With Meta Andromeda, Kill Conversions Instead - Part 2

Fri, 30 Jan 2026 07:00:00 -0400

Apply to Work With Tier 11: https://www.tiereleven.com/apply-now

Are you still pausing “winning” ads because Meta tells you the CPA is broken? In this episode, we break down the next layer of our three-part series on why turning off Meta’s conversion obsession is the smartest move you can make right now.

John Moran walks us through a real case study where individual category campaigns, feeder strategy, and engagement metrics drove an 80% lift in new customers. We unpack why hook rate, CTR, and directional signals matter more than platform-reported conversions, and how Shopify and blended nCAC become the real source of truth.

We also connect the dots between Meta and Google in a way most marketers completely miss. You’ll hear how improved Meta creative reduced Google spend by 20% while increasing total new customers by 37%. And if you want proof that Meta is a top-of-funnel growth engine and not an attribution tool, this episode lays it out step by step.

In This Episode:

- Why you should not pause winning ads

- Hook rate & outbound CTR benchmarks

- Example of benchmarking with nCAC

- Amazon, Google, and Meta sales overlap

- Case study: Meta’s impact on Google results

Mentioned in the Episode:

Previous Episodes On Why You Should Not Pause Ads: https://www.youtube.com/@perpetual_traffic

Tier 11’s nCAC: https://www.tiereleven.com/ncac

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with John Moran:

LinkedIn: https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Stop Pausing Winning Ads With Meta Andromeda, Kill Conversions Instead - Part 1

Tue, 27 Jan 2026 07:00:00 -0400

Apply to Work With Tier 11: https://www.tiereleven.com/apply-now

CPAs look awful, so you pause the ads, and then revenue drops across channels. That’s not you. That’s the new reality of Meta Andromeda and the GEM-style ecosystem where “underperformers” can be the very ads feeding your whole business.

John Moran is back to help us break down why cost per result and conversion columns can completely derail your decision-making. We walk through a real example where shifting spend away from a core set of ads didn’t just hurt Meta; it dragged down Amazon, Google, and everything else.

Stick around to learn how we analyze ads by spend, identify themes the market is responding to, and only layer in conversion data after we’ve found the real winners.

In This Episode:

- Why you should stop pausing “underperforming” ads

- Case study: analyzing active ads differently

- How spending shifts affect performance across channels

- Using ad spend instead of conversions to find winning ads

- Real-life example of using spend to analyze ads

- CPA and conversion data challenges

Mentioned in the Episode:

Previous Episode On Why Meta Is The Best Ad Platform: https://www.youtube.com/watch?v=hRnglXjlwMo

Partner With Our Meta Ads Experts: https://www.tiereleven.com/apply

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with John Moran:

LinkedIn: https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

The Biggest Creative Trends in 2026 REVEALED With Reza Khadjavi

Fri, 23 Jan 2026 07:00:00 -0400

Create ads that convert every time with Motion’s AI tagging. Get 10% off the first three months of Motion using code TRAFFIC10 at checkout: https://motionapp.com

Are you still treating organic and paid content as separate? It’s time to reconsider! Reza Khadjavi, CEO of Motion, joins us today to break down the key creative trends for 2026. We talk about the importance of "psychological kill shots" (or killer hooks) and how to use them to craft content that not only stops the scroll but drives conversions.

Reza explains how understanding your audience’s organic consumption patterns can guide your paid creative approach for maximum impact. We also discuss the massive shift in creative strategy that’s reshaping how we create ads. From the "effort signal" to the visual diversity needed to avoid creative fatigue, we explore practical tips for maximizing engagement.

Plus, Reza shares valuable data from Motion’s recent creative trends event and how creative testing can be more than just tweaking a few visual elements. Join us for a fresh perspective on how to leverage AI tools and creative iteration to push your campaigns to the next level.

In This Episode:

- Motion's record-breaking virtual event on creative trends

- The collision of organic and paid media

- Mastering hooks: psychological kill shots that drive engagement

- How to create hundreds of ads from a single messaging angle

- Why creative strategists need business acumen

- Determining good creatives and visual formats for ads

- Using Motion for creative inspiration and testing

- Upcoming exclusive Motion bootcamp

- How to connect with Reza Khadjavi

Mentioned in the Episode:

Test Motion AI Tagging: https://motionapp.com/releases/introducing-ai-tagging?utm_source=podcast&utm_medium=sponsor&utm_campaign=perpetual-traffic-podcast&utm_content=introducing-ai-tagging

Book a Demo with Motion: https://motionapp.com/book-a-demo?utm_source=podcast&utm_medium=sponsor&utm_campaign=perpetual-traffic-podcast&utm_content=book-a-demo

Watch Previous Episodes on Meta’s Andromeda: https://perpetualtraffic.com/?s=andromeda

Watch the Episode on YouTube: https://perpetualtraffic.com/youtube

Motion’s 2026 Creative Trends Event: https://motionapp.com/2026-ad-creative-trends-live-lightning-round-motion

Gruns Superfoods Meta Ads Library: https://www.facebook.com/ads/library/?active_status=active&ad_type=all&country=ALL&is_targeted_country=false&media_type=all&search_type=page&source=page-transparency-widget&view_all_page_id=107585658730958

Gruns Ads Landing Page: https://gruns.co/pages/first-order

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Reza Khadjavi

LinkedIn: https://www.linkedin.com/in/reza-khadjavi-46802918/

Website: https://www.usemotion.com/

Twitter (X): https://x.com/rezakhadjavi

Motion on LinkedIn: https://www.linkedin.com/company/motion1/?originalSubdomain=ca

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

The Singular Fatal Mistake Service Businesses Make with Opt-Ins, MQLs & SQLs

Tue, 20 Jan 2026 07:00:00 -0400

Are you drowning your leads with follow-up after follow-up? It’s a mistake many service-based businesses make, thinking more is better. But in reality, too much follow-up could be killing your sales instead of helping them.

In today’s episode, we dive into a common problem many health and wellness businesses face: low conversion rates after generating quality leads. Lauren shares an in-depth example from one of her clients who was generating tons of leads but only achieving a 5% booking rate. We explore why this happens and how you can fix it.

From the crucial need for accurate data tracking to the importance of defining a "qualified lead," we outline the tweaks to your sales funnel that will boost lead conversions and significantly reduce your marketing spend.

In This Episode:

- Case study of high leads and low conversion rates

- Sample lead qualification and conversion framework

- Estimating the value of opt-ins

- The correct sequence of contacting leads

- Episode wrap-up and call-to-action

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

How to Crush It With GLP-1s & TRTs on Meta Using “The Sticky Pixel Strategy”

Fri, 16 Jan 2026 07:00:00 -0400

Stop obsessing over new audiences and creative tests in Meta ads. We’ve got something better! Tier 11’s John Moran is back to share his latest breakthrough: the Sticky Pixel strategy, the secret to maximising your ROAS in every campaign.

Through real-world examples in highly competitive spaces, John reveals how creative diversification and understanding Meta's Andromeda update unlock massive cost reductions. His team has managed to acquire new customers for less than the cost of a click, something that would be nearly impossible if you used traditional Google Ads.

We explore the real power of Meta’s new audience-building system and how it keeps your pixel "sticky" to past users while optimizing ad spend. This isn't just about theory; it’s a strategy backed by data and results. Join us now to discover how you can tweak your current campaigns to reduce cost-per-acquisition and increase your ad performance.

In This Episode:

- What is the Sticky Pixel Strategy?

- Case study: application of the Sticky Pixel Strategy

- Limitations of messaging testing in driving results

- Results from broad targeting in TRT campaigns

- Overcoming objections with targeted messaging

- Using the feeder strategy in Meta ads

- Final takeaways on Meta ads spend and strategy

Mentioned in the Episode:

Partner With Tier 11’s Marketing Experts: https://www.tiereleven.com/apply

Tier 11 nCAC: https://www.tiereleven.com/ncac

Creative Diversification Package: https://www.tiereleven.com/cd

Tier 11 Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Listen to Previous Ad Lab Live Sessions: tiereleven.com/youtube

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with John Moran:

LinkedIn - https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

The Little-Known AI Creative Research Tactic to Hack Meta Andromeda

Tue, 13 Jan 2026 07:00:00 -0400

Stop using AI like Google for market research. Here is an easy, done-for-you marketing research prompt to help you draft Meta ads that convert: https://www.tiereleven.com/prompt

Are you still guessing what your market wants and calling it “creative testing”? That’s the fastest way to burn your budget in 2026. If your ads aren’t resonating, it’s probably not the algorithm. It’s your research. Most marketers skip the hardest part and wonder why creative diversification never works.

In this episode, Cole Turner from Tier 11 breaks down a smarter way to do market research using AI. We walk you through a live demo showing how a multi-step prompting process compresses weeks of manual research into minutes. The real unlock isn’t the tool; it’s how you structure prompts to extract real voice-of-customer data, emotional triggers, and problem-aware insights that actually drive clicks, leads, and sales.

We wrap by showing how to turn that research into ads, scripts, and landing pages that don’t sound like AI fluff. You’ll hear exactly how we use this internally before launching Meta campaigns, and why “garbage in, garbage out” is an accurate statement.

In This Episode:

- Why creative research still matters

- ChatGPT market research framework

- Turning research output into ads

- When multiple ChatGPT prompts are necessary

- How to access and use the market research prompt

- Final advice on AI prompting

Mentioned in the Episode:

Previous Episode With Cole Turner: https://perpetualtraffic.com/podcast/episode-747-the-1-mistake-thats-secretly-killing-your-meta-andromeda-ads-with-cole-turner/

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Cole Turner:

- LinkedIn - https://www.linkedin.com/in/coleturner98

Connect with Ralph Burns:

- LinkedIn - https://www.linkedin.com/in/ralphburns

- Instagram - https://www.instagram.com/ralphhburns/

- Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

- Instagram - https://www.instagram.com/laurenepetrullo/

- LinkedIn - https://www.linkedin.com/in/laurenpetrullo

- Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

How Advantage+ Sales is Changing the Meta Ads Game Forever

Fri, 09 Jan 2026 07:00:00 -0400

The Meta platform continues to evolve, leaving marketers with mixed feelings. While some fear the loss of control, others are already seeing extraordinary results. Today, we revisit a lab live session we had on Meta’s new Advantage+ sales system and share a game-changing creative strategy you’ll want to try.

We’re hosting John Moran, who has spent over $1 million testing Meta's updates in real time. We discuss the shift from traditional targeting to AI-driven strategies in Meta’s Advantage+ campaigns. John reveals how advertisers are now at the mercy of the algorithm, with little control over exclusions or targeting.

However, we’ll also show you how to fight back with custom event cAPI imports, a strategy that’s helping us regain some of the control Meta has taken away. Plus, we break down the shifts in creative testing, campaign structures, and customer targeting to keep you ahead of the curve.

In This Episode:

- Advantage+ campaigns vs. manual setup

- Results from testing Meta’s algorithmic shift

- How is Advantage+ different from PMax?

- Testing Advantage+ for new customer acquisition

- Merging Advantage+ with cAPI imports

- Custom event cAPI imports explained

- Step-by-step process of setting up Advantage+ campaigns

- Inclusions and exclusions with the cAPI strategy

- Regaining control with new creative strategies

Mentioned in the Episode:

Episode 691: The MAJOR Meta Advantage+ Changes You Must Know: https://perpetualtraffic.com/podcast/episode-691-the-major-meta-advantage-changes-you-must-know/

Meta Advantage + Breaking News! | Tier 11 Live! https://www.youtube.com/watch?v=j9-nEIymAkw

Get Your nCAC Calculator Now! https://www.tiereleven.com/ncac

Tier 11 Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Partner with Tier 11’s digital marketing experts: https://www.tiereleven.com/apply

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with John Moran:

LinkedIn - https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Why Your Organic Traffic Isn’t “Organic” (Brand Lift Breakdown + Feeder 2.0)

Tue, 06 Jan 2026 07:00:00 -0400

Are you convinced your SEO is outperforming paid ads and wondering why you’re still spending six figures on Meta and Google? That assumption might be one of the worst mistakes holding your growth back. We see it all the time: brands looking at last-click data, celebrating “free” organic revenue, and completely missing what’s actually driving demand.

In today’s episode, Tier 11’s John Moran breaks down a real client example showing why channel-vs-channel thinking is broken. We unpack how Meta creative diversification fuels branded search, why organic conversions are often downstream of paid traffic, and how Google Search Console exposes real brand lift.

We also dispel the impression share myth, explain why doubling spend rarely doubles results, and show how feeder strategies inside Meta Andromeda let you sell multiple products on command. You’ll understand how to read organic data correctly, test hook rates without risking massive budgets, and use feeder campaigns to unlock scalable growth across product lines.

In This Episode:

- Should you spend more on SEO or paid ads?

- Results from organic brand search

- Breaking the impression share myth

- The feeder strategy explained

- Testing the feeder strategy on multiple products

- How to test hook rates safely

- Hook rates for videos versus statics

Do you need help to scale your Meta ads in 2026?

Partner with Tier 11’s digital marketing experts: https://www.tiereleven.com/apply

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with John Moran:

LinkedIn - https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Top 4 Perpetual Traffic Episodes Most Advertisers Replayed in 2025

Fri, 02 Jan 2026 07:00:00 -0400

As we gear up for the new year, we step back and look at the four Perpetual Traffic episodes you listened to the most in the past year and what they reveal about where digital marketing is actually headed. The selected episodes explain why AI-powered customer conversations are being underused and how Advantage+ quietly removed real targeting control.

We also break down why most attribution data is misleading, even with CAPI, and what Meta’s massive AI investments mean for marketers and small businesses moving forward. Each episode highlights a different failure point we see inside ad accounts every day: wasted spend, false confidence in platform data, and missed opportunities to turn engagement into revenue.

If you want to understand what really worked in 2025 and what will matter most going into 2026, this episode ties it all together.

In This Episode:

- Episode #4: Using AI to convert customer conversations

- Episode #3: Advantage+ and loss of targeting control

- Episode #2: CAPI vs attribution with Tier 11’s Data Suite

- Episode #1: DeepSeek and the future of advertising

- Final thoughts and episode wrap-up

Featured Episodes:

DeepSeek Explained: What Marketers Need to Know: https://youtu.be/Ai9fJx41cK0

Why Your Marketing Tracking Sucks (Even If You Think It Doesn’t) and How to Fix It: https://youtu.be/SxUaKkz-5Ok

How Meta Ads Are Changing Forever: Advantage+ & cAPI Subterfuge Revealed: https://youtu.be/V4vAn65Y6nI

How Meta Ads Manager Is Lying to You & What You Can Do About It: https://youtu.be/kZFiQezrv00

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Cameron Campbell:

LinkedIn - https://www.linkedin.com/in/cameron-campbell-b5070759/

Connect with John Moran:

LinkedIn - https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Why Meta Is the Best Ad Platform on the Planet in 2026 Part 4

Tue, 30 Dec 2025 07:00:00 -0400

In this final part of our four-part series on why Meta remains the top platform for scaling in 2026, we continue analysing the evolution of Meta’s advertising engine. From the days of custom audience uploads in 2012 to the impact of the 2016 election and the fallout from the Cambridge Analytica scandal, these milestones have shaped the platform’s current landscape.

We also explore how the iOS 14 update and the rise of TikTok have pushed Meta to adapt and innovate in ways that make 2026 the best time to advertise on the platform. Central to these innovations is the Andromeda algorithm and creative diversification, which are set to revolutionize your advertising strategy.

You’ll discover how you can leverage these advancements to refine your marketing strategy, understand what the Andromeda update means for your campaigns, and why the future of advertising on Meta has never been more promising.

In This Episode:

- Why creative is now at the core of Meta ads

- Cambridge Analytica scandal and the 2016 elections

- Privacy issues and ad bans after Cambridge Analytica

- Navigating iOS 14's App Tracking Transparency (ATT) prompt

- The rise of TikTok and short-form content

- Andromeda update and its impact on marketing

Mentioned in the Episode:

Partner With Tier 11’s Digital Marketing Experts: https://www.tiereleven.com/apply

How Facebook Won Trump The Presidency In 2006: https://www.wired.com/2016/11/facebook-won-trump-election-not-just-fake-news/

Brad Parscale Interview on 60 Minutes: https://www.cbsnews.com/news/parscale-tv-news-thought-i-was-a-joke/

Learn More About Creative Diversification: https://www.tiereleven.com/cd

The Cambridge Analytica Scandal: https://pmc.ncbi.nlm.nih.gov/articles/PMC6073073/

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Why Meta is The Best Ad Platform on The Planet in 2026 Part 3

Fri, 26 Dec 2025 07:00:00 -0400

Do you still consider Meta a targeting platform? If so, that mindset is probably costing you scale, efficiency, and confidence in your numbers. We see too many marketers clinging to old playbooks, such as hyper-specific audiences, exclusions, and lookalikes, without realizing the platform has fundamentally changed.

In this episode, we continue our discussion on the evolution of Meta advertising, from the early days of right-hand rail ads and insane third-party data to what’s happening right now. We break down why targeting used to do the heavy lifting, why that era is over, and how AI-driven delivery flipped the model on its head.

If you’re running ads or managing clients who are, this series on Meta’s history and current strategies will recalibrate how you think about Meta before launching your 2026 marketing plan.

In This Episode:

- Early Facebook monetization and newsfeed ads

- Facebook Beacon and other early failures

- The birth of Facebook’s ad engine

- Facebook’s IPO and Instagram acquisition

- AlexNet and the foundation of AI ads

- When targeting started ruling Meta ads

- Creative replaces targeting

Mentioned in the Episode:

Facebook’s Failed Beacon Project: https://www.cbc.ca/news/science/facebook-shuts-down-beacon-marketing-tool-1.832698

Partner With Tier 11's Digital Marketing Experts: https://www.tiereleven.com/apply

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Why Meta Is the Best Ad Platform on the Planet in 2026 Part 2

Tue, 23 Dec 2025 07:00:00 -0400

We continue our discussion on why Meta is still the most powerful ad platform and what to expect in the coming year. We break down how Facebook figured out monetization, from early Microsoft deals and disastrous missteps like Beacon to right-hand rail ads and the moment ads entered the newsfeed.

We’ll walk you through the desktop era, the transition to mobile, and why Meta’s make-or-break moment before its IPO changed everything about how ads work today. Plus, we connect the dots to what’s happening right now with the Andromeda update and the increasing need for creative diversification.

In This Episode:

- Why Meta’s global reach matters

- Meta’s early advertising mistakes

- Facebook’s Beacon backlash explained

- The right-hand rail ads era

- Mobile ads turning point

- Why Andromeda update changes everything

Mentioned in the Episode:

Previous Episode on Why Meta is The Best Ad Platform: https://podcasts.apple.com/us/podcast/why-meta-is-the-best-ad-platform-on-the-planet-in-2026-part-1/id1022441491?i=1000741985274

Acquired Podcast’s Episode on Meta: https://www.acquired.fm/episodes/meta

Perpetual Traffic YouTube Channel: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

Facebook’s Failed Beacon Project: https://www.cbc.ca/news/science/facebook-shuts-down-beacon-marketing-tool-1.832698

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Why Meta is The Best Ad Platform on The Planet in 2026 Part 1

Fri, 19 Dec 2025 07:00:00 -0400

Meta’s global reach and heavy AI investments give it an undeniable edge over other digital marketing platforms. In today’s episode, we are exploring how Meta’s ongoing innovations will reshape advertising in 2026 and what this means for your business or agency.

Lauren shares her firsthand experience testifying at a House subcommittee about how Meta’s AI tools are helping small businesses scale. We unpack why Meta's capabilities (like Andromeda) are game-changers for businesses that overcome AI fears and leverage Meta’s creative diversification.

Plus, we look at real-world examples of how AI is amplifying business growth, and how Meta’s ecosystem can supercharge marketing strategies in ways other platforms simply can’t match.

Join the conversation now if you want to stay ahead of the curve in 2026.

In This Episode:

- Lauren's AI testimony at a House subcommittee

- Fear of AI replacing jobs vs. AI as a growth opportunity

- The rising need for human interactions

- Meta’s global influence on internet users

- Why Meta is the best ad platform

- Meta’s investment in AI and its implications for 2026

- Statistics on Meta’s usage and revenue growth

Mentioned in the Episode:

Global Internet Users: https://www.statista.com/statistics/273018/number-of-internet-users-worldwide/

Facebook Usage Statistics: https://www.demandsage.com/facebook-statistics/

Previous Episodes on Meta’s Andromeda: https://perpetualtraffic.com/?s=andromeda

Lauren's instagram post: https://www.instagram.com/p/DSFw2WvEYzi/?hl=en

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

The #1 Critical Element Missing from Your 2026 Marketing Strategy

Tue, 16 Dec 2025 07:00:00 -0400

Set up your business for success with our Creative Diversification Package. You’ll get 30+ fresh creatives monthly in 10 high-converting formats plus free access to media buying and Tier 11’s Data Suite: https://tiereleven.com/cd

Are you ready for 2026? Many businesses are focusing on the wrong things right now, but setting specific, measurable goals today could set you up for massive growth next year. In this episode, we share the importance of goal-setting and how it should be the top priority as you plan for your company’s future.

We explore how most businesses fail to reach their potential because they lack clear, transparent goals, especially at the leadership level. And we examine real-world examples of businesses that didn’t set measurable objectives and discuss how companies can reverse-engineer their success by breaking down their annual goals into smaller, actionable pieces.

We also give you the blueprint to ensure your 2026 is a massive success. Whether you're in charge of a marketing department or running a multi-million-dollar business, we challenge you to define exactly what you want to achieve and the steps to get there.

In This Episode:

- Why setting SMART goals is critical

- Setting transparent, company-wide goals

- Breaking down annual goals into actionable steps

- Determining the resources needed to achieve goals

- How to involve your team in goal setting

- Real-world example from Disney on setting goals

- Are you setting yourself up for success in 2026?

Mentioned in the Episode:

Tier 11’s nCAC Calculator: https://www.tiereleven.com/ncac

JFK’s SMART Goals: https://biggsuccess.com/2009/07/20/how-to-set-goals-like-john-kennedy/

RØDE PSA1+ Professional Studio Arm: https://amzn.to/3Y6kSsK

Rode Dynamic Podmic: https://amzn.to/4rAPWOY

Shure Dynamic Podmic: https://amzn.to/3Ks4fVu

Sony ZV-1F Vlog Camera: https://amzn.to/44O1MeG

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://tiereleven.com/cd

The New Meta “Feeder Strategy” That Breaks Andromeda (Full Walkthrough)

Fri, 12 Dec 2025 07:00:00 -0400

Meta's new Andromeda retrieval engine demands REAL creative diversity. Get Tier 11’s Creative Diversification Package and access Media Buying + Data Suite for FREE:

Is Meta forcing all your ad spend into one product, regardless of what you actually want to scale? What if the very thing limiting your business isn’t your ads or your offer but the algorithm you’ve been unintentionally training?

In this ad lab session, John Moran breaks down how we rebuilt a campaign architecture using a Meta version of the “feeder strategy” and unlocked the ability to steer Andromeda rather than be steamrolled by it. We share how we took a business stuck with 80% of its conversions tied to a single SKU and created a system that grows multiple products profitably, on demand.

If you’ve ever wrestled with product concentration, SKU imbalance, or runaway algorithm bias, this episode is your roadmap out. We cover the data, the levers, the mistakes, and the surprising benefits we didn’t see coming.

In This Episode:

- Applying Google’s feeder strategy to Andromeda

- Case study: training Meta to sell more products

- CTR and CPC change after restructure

- All clicks versus link clicks

- The story-first creative advantage

- Real results from testing the feeder strategy

- Risk, scaling, and product diversification

- How the strategy impacts company valuation

- Final insights and episode wrap-up

Mentioned in the Episode:

Previous Episode on Google’s Feeder Strategy: https://www.youtube.com/watch?v=xndq5dyX5sU

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with John Moran:

LinkedIn: https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

The #1 Communication Book Everyone Needs to Read in 2026 with Charles Duhigg

Tue, 09 Dec 2025 07:00:00 -0400

Do you ever feel like your marketing messages aren’t landing? What if the real issue isn’t the message itself, but how you’re communicating it? In today’s episode, we explore the art of communication with Charles Duhigg, the New York Times bestselling author of The Power of Habit and Super Communicators.

Charles shares how understanding different types of conversations can help you connect with your audience, build trust, and make your marketing more effective. We touch on how this concept applies to modern marketing strategies, such as non-salesy Meta ads that subtly invite engagement rather than pushing a direct call to action.

We’ll also share tactics you can start using immediately, whether you're running campaigns or navigating family holiday dynamics. Tune in to take your communication and marketing skills up a notch.

In This Episode:

- The power of super communication

- Practical vs. emotional conversations

- Turning surface-level questions into deep conversations

- Listening and proving you're paying attention

- Small courtesies like “please” and “thank you” have a huge impact

- Communication rules across generations & online sarcasm

- Connecting emotionally through Meta ads

- How to connect with Charles Duhigg

Mentioned in the Episode:

Supercommunicators: How to Unlock the Secret Language of Connection: https://amzn.to/3Xj0ioW
The Power of Habit: Why We Do What We Do in Life and Business: https://amzn.to/4adpO6o
Previous Episode with Charles: https://perpetualtraffic.com/podcast/episode-609-unlock-the-secrets-of-connection-3-steps-to-supercommunication-with-charles-duhigg/

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Charles Duhigg:

Website: https://charlesduhigg.com/
LinkedIn: https://www.linkedin.com/in/charlesduhigg/
Instagram: https://www.instagram.com/charlesduhigg/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

5 Secrets of AdRoll's CTV Breakthrough REVEALED With Vibhor Kapoor

Fri, 05 Dec 2025 07:00:00 -0400

It’s time to draw your 2026 marketing plan, and we want to help you maximize profits with Meta ads. We’re offering you 30 monthly deliverables,10 ad types, media buying, and access to Tier 11’s Data Suite before the year ends.

Claim your Creative Diversification Package now at: https://www.tiereleven.com/cd

Are you trying to squeeze every last bit out of Meta, Google, and TikTok but still missing a piece of the growth puzzle? What if one of the most powerful performance channels is hiding in plain sight on your TV? That’s exactly the concept we dig into today as we explore the opportunities inside connected TV and why it’s becoming a must-have in every marketer’s media mix.

We’re joined by Vibhor Kapoor, Chief Business Officer at NextRoll, to unpack how CTV has evolved from a “big brand awareness play” into a precision-targeted, full-funnel performance channel. We get into CPM shifts, attribution clarity, identity graphs, retargeting flows, and the wild amount of audience-level data available inside modern streaming platforms.

Plus, we talk about how repurposed social creatives, not $200K production shoots, are already driving 2–3X stronger ROAS for brands and B2B companies. As you build your 2026 plan, this conversation will redefine multi-channel advertising and where the smartest budget shifts are happening.

In This Episode:

- What NextRoll does now: the evolution

- How NextRoll handles attribution on social platforms

- Why AI-driven budget optimization is necessary

- What is CTV and why is it exploding?

- CPM shifts in CTV targeting

- Targeting and retargeting CTV ads across devices

- Real-world CTV results

- What marketers must know for 2026

Mentioned in the Episode:

AdRoll / NextRoll CTV case studies

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Vibhor Kapoor:

Website: https://www.adroll.com/
LinkedIn: https://www.linkedin.com/in/vibhor

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

STOP: Analyze These 3 Crucial Buyers Post-BFCM to Maximize Q4 Profit

Tue, 02 Dec 2025 07:00:00 -0400

As the BFCM dust settles, it’s time to plan for Q4 and 2026. We’re offering you 30 monthly deliverables, 10 ad types, media buying, and access to Tier 11’s data suite to help you maximize profits with Meta ads.

Claim your Creative Diversification Package at: https://www.tiereleven.com/cd

Record Black Friday sales don’t mean anything if you shredded your margins to get there. In this episode, we reveal the hidden metrics behind a profitable BFCM, from average order value segmentation to subscription velocity and discount impact.

Lauren shares the three buyer groups you must analyze to understand whether you actually grew or silently lost money. You’ll also learn what to do right now to turn BFCM buyers into profitable repeat customers in Q4 and beyond.

In This Episode:

- Black Friday success myths

- How to measure Black Friday success

- Creating a profitable seasonal offer

- Segmenting and retargeting your BFCM buyers

- Selling to Costco vs. Walmart buyers

- Preparing offers for Q4 and 2026

Mentioned in the Episode:

Marketing Performance Indicators Checklist: https://perpetualtraffic.com/mpi/

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

The New Meta GEM Update + The Secret to Meta’s Andromeda Revealed with Andrew Foxwell - Part 2

Fri, 28 Nov 2025 07:00:00 -0400

With the latest GEM and Andromeda updates, creative diversification is the only way to crack Meta's algorithm. We’re offering you 30 monthly deliverables,10 ad types, media buying, and access to Tier 11’s data suite to help you stay ahead.

Get our exclusive Creative Diversification Package at: https://www.tiereleven.com/cd

The days of throwing up a simple product photo to your Meta ads and hoping for conversions are long gone. If you’re not diversifying your creative strategy, your results will suffer. We continue our discussion with Andrew Foxwell on the latest Meta GEM update and its implications for ads.

Andrew shares why evolving your creative strategy is the only way to thrive in this new era of advertising on Meta. We’ll also guide you on how to rethink your creative process and share tactics that are driving incredible results for our clients.

In This Episode:

- The importance of creative diversification

- What makes a successful creative strategy today

- How to implement creative diversification

- Real-world results from creative diversification

- How to hire creative strategists

- Get in touch with Andrew Foxwell

Mentioned In The Episode:

Previous Episodes on Andromeda: https://perpetualtraffic.com/?s=andromeda

Foxwell Digital courses and GPT at https://www.foxwelldigital.com/

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Andrew Foxwell:

Website: Foxwellfounders.com
Email: andrew@foxwelldigital.com

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

The New Meta GEM Update + The Secret to Meta’s Andromeda Revealed with Andrew Foxwell - Part 1

Wed, 26 Nov 2025 07:00:00 -0400

Creative diversification is now the primary lever that Meta is rewarding. You need at least 30+ fresh concepts per month to unlock the algorithm's full potential. Our Creative Diversification Package will give you that and more.

Check out the offer at: https://www.tiereleven.com/cd

Meta’s latest update will fundamentally change how your ads are ranked, served, and scaled. However, most advertisers don’t even know it’s already live. This week, I’m joined by Andrew Foxwell, one of the sharpest Meta strategists in the game.

Andrew breaks down Meta’s new GEM model, the “central brain” now powering ad delivery across Facebook, Instagram, and WhatsApp. We talk about cross-platform signals, why organic content matters again, and how GEM connects directly to Andromeda’s creative ranking system. We look at workflows and what your team should change immediately to stay ahead of this shift.

In This Episode:

- How GEM impacts Meta ads performance

- The difference between GEM and other Meta updates

- How advertisers can train GEM effectively

- GEM’s impact on the role of organic content

- What makes a “good ad” now

- The necessary mindset shift for advertisers

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Andrew Foxwell:

LinkedIn: https://www.linkedin.com/in/andrew-foxwell-2a533b7

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

SaaS Case Study: The Lazy Way to a 26.31 MER Using Creative Diversification

Fri, 21 Nov 2025 07:00:00 -0400

Creative diversity is a must to crack Meta's new Andromeda algorithm and dominate your market. We’re offering you 30 monthly deliverables, 10 ad types, media buying, and access to Tier 11’s data suite to help you stay ahead.

Get our exclusive Creative Diversification Package at: https://www.tiereleven.com/cd

Are you really getting the most out of your ad spend? What if you could drastically reduce your ad budget while seeing better returns? Well, in today’s episode, I’m walking through a real SaaS case study where we helped a company grow from $1,300 to $393,000 in monthly revenue.

I break down the exact steps we took to transform this business. From the ground up, we overhauled their ad strategy, implemented creative diversification, and scaled back ad spend to improve their media efficiency ratio (MER).

I’ll show you how we used both Meta and Google Ads to create an efficient, low-cost acquisition funnel, driving massive results without constantly increasing spend. If you’re ready to stop just throwing money at ads and start getting real results with less, this is a must-watch.

In This Episode:

- Case study: scaling from $1,300 to $393K/month

- Executing the nCAC reducer framework

- Implementing the creative strategy framework

- Results from Meta, Google, and Data Suite

Mentioned in the Episode:

Previous episodes on Andromeda: https://perpetualtraffic.com/?s=andromeda

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

How We Slashed nCAC $44 to $25 in 10 Days with Meta Andromeda

Tue, 18 Nov 2025 08:00:00 -0400

John Moran joins us this week as we unpack how the Andromeda model is reshaping media buying, why creative diversification is no longer optional, and how three rapid rounds of creative iterations dropped CPA from $44 to $25 in just 10 days. We walk you through the exact playbook we used to achieve these results.

If you’ve ever paused an ad because it “spent too much,” or you’re still clinging to last-click thinking, John’s proven strategy will change how you build campaigns. We break down what’s working right now and why creative is the new lever that drives everything else in Meta ads.

In This Episode:

- Introduction: Meta’s creative diversification strategy

- Case study: Fixing tracking with first-click & CAPI

- Ad performance after creative iterations

- How Meta optimizes ad delivery & CPA

- Why understanding Meta’s attribution model is critical

- Results, reflections, and conclusion

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with John Moran:

LinkedIn: https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

The Invisible AI Underbelly That No Marketer Knows About...Until Now (PART 2)

Fri, 14 Nov 2025 08:00:00 -0400

Meta's Andromeda update has disrupted digital marketing for good. But, we've cracked the code! We’re offering you 30 monthly deliverables,10 ad types, media buying, and access to Tier 11’s data suite to help you stay ahead.

Get our exclusive Creative Diversification Package at: https://www.tiereleven.com/cd

AI is not a buzzword. It is not a passing trend. It’s the future of marketing. In this episode, we explore why big tech companies are pouring billions into artificial intelligence and how it’s already transforming the way we run ads, create content, and optimize our campaigns.

We break down some mind-blowing stats, including Google’s projected $93 billion investment in AI this year and Meta’s massive $81 billion spend. We discuss the changes we’ve already seen in our own campaigns, from the Meta Andromeda update to creative diversification, which is making ad optimization faster, more efficient, and far more productive.

If you’re not using AI to enhance your marketing efforts, now’s the time to start, or risk falling behind. We challenge you to think about one task in your marketing that you really don’t want to do anymore, and then find an AI tool to make that task faster, cheaper, and more efficient.

In This Episode:

- The massive AI investments from big tech companies

- Amazon’s investment and earnings from AWS

- Applying AI innovation to marketing

- Simple steps to start using AI today

Mentioned in the Episode:

Previous episodes on Andromeda: https://perpetualtraffic.com/?s=andromeda

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

The Invisible AI Underbelly That No Marketer Knows About...Until Now (PART 1)

Tue, 11 Nov 2025 07:00:00 -0400

While other advertisers scramble to figure out Meta's Andromeda update, we've cracked the code! Our Creative Diversification Package will increase your ads’ reach by 50%+ and save you over $330k on agency fees.

Join the winning 0.01% businesses now at: https://www.tiereleven.com/cd

Do you feel overwhelmed by the speed of AI advancements? The tech world is evolving rapidly, making it a challenge to keep up, especially with giants like Meta and Google leading the charge. AI is the future of digital marketing, and if you’re not adapting, you’re falling behind.

In this episode, we discuss the massive shift happening in marketing, fueled by AI. We break down how Silicon Valley’s biggest players are investing billions into AI and how that’s impacting everything from content creation to data analysis.

With new tools emerging every day, we talk about how creative diversification can boost your ad performance while giving you a competitive edge in the market. Tune in and let’s make sure you’re ready for the AI-powered future of marketing.

In This Episode:

- Why AI’s bubble is now and how to keep up

- How AI is powering marketing innovation

- Big tech and governments’ heavy investments in AI

- Presentation of big tech’s AI investments

- Wrap up and key takeaways

Mentioned in the Episode:

Previous episodes on Andromeda: https://perpetualtraffic.com/?s=andromeda

The Acquired Podcast: https://www.acquired.fm/

Investors’ Business Daily Analysis on AI: https://www.investors.com/news/technology/ai-stocks-microsoft-apple-google-amazon-meta-capital-spending/

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

The #1 Mistake That's Secretly Killing Your Meta Andromeda Ads with Cole Turner

Fri, 07 Nov 2025 07:00:00 -0400

Stop losing money on ads! Grab your copy of Tier 11’s FREE calculator with all the actors and formulas you need to determine the most important metric in your marketing efforts.

Download Your nCAC Calculator Now: https://www.tiereleven.com/ncac

Joining us today is Cole Turner, Growth Strategist at Tier 11. We break down how incorrect nCAC (New Customer Acquisition Cost) calculations can make you believe you're profitable when you’re actually hemorrhaging cash. Cole walks us through a real-world example of a beauty brand, showing how fixing their nCAC revealed a massive discrepancy that changed their entire business strategy.

We also discuss how adjusting your ad spend to align with real business costs can actually help you scale. If you're spending on ads without understanding your real margins, you could be scaling in the wrong direction. Join the conversation now and get your business metrics in order before your next big marketing push.

In This Episode:

- What nCAC is and why it matters

- Case study: nCAC error in a beauty brand’s strategy

- Common mistakes in nCAC calculations

- How to calculate nCAC accurately

- How overheads factor into nCAC on scale

- Why ad spend efficiency isn’t enough

- The importance of knowing your numbers

Unlock the Ultimate Marketing Advantage With Our Creative Diversification Package!

Get 30 monthly deliverables,10 ad types, and access to the Tier 11 data suite. Available exclusively for 11 lucky businesses at: https://www.tiereleven.com/apply

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect With Cole Turner:

LinkedIn: https://www.linkedin.com/in/coleturner98

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

FIRE Your Media Buyer: The Fix for Wasted Ad Spend

Tue, 04 Nov 2025 07:00:00 -0400

Unlock the ultimate marketing advantage with Tier 11's Creative Diversification Package! Get 30 monthly deliverables,10 ad types, and access to the Tier 11 data suite. Available exclusively for 11 lucky businesses at: https://www.tiereleven.com/apply

Are media buyers becoming obsolete? With Meta’s Andromeda update and AI automating campaign optimization, most marketers are still stuck tweaking ads while missing the real levers that drive growth. If you’re still relying on Ads Manager, you’re already behind!

In this episode, we break down why media buying alone won’t cut it anymore. We discuss how AI is handling 80% of the heavy lifting and why your focus needs to shift to everything that happens after the click.

From landing page congruency to email triage, customer reactivation, and how data flow impacts optimization, we share what agencies and brands must do to stay profitable. If you’re managing campaigns or scaling a business, this one’s for you!

In This Episode:

- Media buying and “after the click” opportunity

- Funnels, offers, and landing page congruency

- Redefining leads, opt-ins, and MQLs

- Disqualifying bad leads and data hygiene

- The role of growth strategist vs. media buyers

- Why small marketing agencies are struggling

- Shiny object syndrome vs. real business growth

- Rethinking the customer journey to boost sales

Mentioned in the Episode:

Andromeda Episodes: https://perpetualtraffic.com/?s=john+moran

Episode 744: The Pros and Cons of Meta’s New Advantage+ Creative Image Generator Tool: https://perpetualtraffic.com/podcast/episode-744-the-pros-and-cons-of-metas-new-advantage-creative-image-generator-tool/

Episode 743: Stop Pausing Winning Ads! Andromeda Ad Strategy That Changes Everything: https://perpetualtraffic.com/podcast/episode-743-stop-pausing-winning-ads-andromeda-ad-strategy-that-changes-everything/

Creative Diversification Playbook: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf

Marketing Performance Indicators Checklist: https://www.tiereleven.com/mpi

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Stop Losing Clients! Master Saying the Quiet Part Out Loud to Close Deals

Fri, 31 Oct 2025 07:00:00 -0400

Have you ever been in a negotiation and felt like you were just begging to close the deal? Oren Klaff, the master of persuasion and author of Pitch Anything, is back to show us how to take control of high-stakes business conversations.

We talk about the power of "status" in negotiations and how framing your offer makes all the difference. Oren breaks down the distinction between physical and cognitive status and how to leverage both to your advantage, all while keeping your confidence high and ego in check.

We also discuss how to create real desire in your prospects and clients, as well as how to handle those moments when you're negotiating from a lower status. If you’re looking to up your negotiation game, Oren has some proven persuasion strategies you won’t want to miss.

In This Episode:

- The power of saying the quiet part out loud

- How physical status influences negotiation outcomes

- The danger of offering too many choices in sales

- How to negotiate deals when power shifts

- Establishing genuine desire in your prospects

- Negotiating with high-level decision-makers

- Hot cognition vs cold cognition in persuasion

- Determining a prospect’s viability of closing a deal

- Final thoughts and actionable takeaways

Listen to the Previous Episode with Oren Klaff: https://perpetualtraffic.com/podcast/episode-732-flip-the-script-a-masterclass-on-pitching-anything-with-oren-klaff/

Buy Oren Klaff’s Books:

Pitch Anything: https://a.co/d/fRAqAby
Flip The Script: https://a.co/d/hTcp9lP

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Oren Klaff:

Website - orenklaff.com
LinkedIn - https://www.linkedin.com/in/orenklaff/
Newsletter- https://pitchanything.com/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

The Pros and Cons of Meta’s New Advantage+ Creative Image Generator Tool

Tue, 28 Oct 2025 07:00:00 -0400

Do you really control your ads anymore or just think you do? The more Meta’s AI promises to optimize your performance, the more it quietly reshapes your creative and brand. Today, Lauren and I break down the hidden trade-offs behind Meta’s Advantage+ Creative Image Generator and why letting AI “help” your campaigns might not mean what you think.

Lauren shares her recent webinar launch results using Meta’s new creative tools and what happened when AI started taking creative liberties with her brand visuals and placements. From off-brand images to format mismatches, we unpack how AI-driven automation can drive conversions while quietly eroding creative control.

In this episode:

- Pros and cons of Advantage+ creative image generator

- The illusion of control in Meta AI’s performance

- Why future ad networks may remove control completely

- The $30 lead that actually converted better

- Quality vs. quantity in lead generation

- How creative still drives targeting in Andromeda

Resources Mentioned In The Episode:

Previous Episode on Advantage+ Creative Image Generator: https://www.youtube.com/watch?v=aXRkwLlTb0I
Tier 11 Data Suite – https://www.tiereleven.com/what-we-do/data-suite
Creative Diversification Playbook, Practitioners' Guide From Meta: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf
Apply to Work With Tier 11: https://www.tiereleven.com/apply-now
Watch the Episode on YouTube: perpetualtraffic.com/youtube

Listen to this episode on your favorite podcast channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

We appreciate your support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Stop Pausing Winning Ads! Andromeda Ad Strategy That Changes Everything

Fri, 24 Oct 2025 07:00:00 -0400

Do you still believe in “cut the losers and let the winners run”? After seeing what Meta’s Andromeda update is doing under the hood, that old-school strategy might be costing you real growth. In this Ad Lab session, John Moran and I break down how Andromeda completely rewrites the rules of campaign optimization and why CPA alone no longer tells the whole story.

We analyse live account data where spend doubled, CPAs held steady, and results skyrocketed, all because we stopped judging ads by last-click performance. Using Tier 11’s Data Suite, we uncovered how creative sequencing, user journey mapping, and first-click CAPI imports reveal what’s driving conversions inside Meta’s new ecosystem.

This episode unpacks what Andromeda really means for your campaigns and how to play Meta’s game the way Meta does.

In this episode:

- Client case study on Andromeda's sequencing impact

- Ad performance analysis: UGC vs. non-UGC ad trends

- Why CPA is a poor performance judge

- Scaling ad spend and performance metrics

- UGC ads and their effectiveness

- Creative targeting and expanding market reach

- Conclusion and call to action

Resources Mentioned In The Episode:

Tier 11 Data Suite – https://www.tiereleven.com/what-we-do/data-suite

Meta Engineering Blog Article on Andromeda – https://engineering.fb.com/2024/12/02/production-engineering/meta-andromeda-advantage-automation-next-gen-personalized-ads-retrieval-engine/

Ad Lab Live Sessions – https://www.youtube.com/@Tier11/streams

Buy Tier 11’s Creative Diversification Package: https://www.tiereleven.com/apply

Listen to this episode on your favorite podcast channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

We appreciate your support!

Visit our website: https://perpetualtraffic.com/

Connect with John Moran:

LinkedIn: https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Did Advantage+ Creative Image Generation Just Kill Manual Ad Design?

Tue, 21 Oct 2025 07:00:00 -0400

Have you ever run a Facebook ads test that completely defied logic? That’s exactly what happened to us, and it led to one of the most eye-opening conversations we’ve had about Meta’s new creative testing feature. In this episode, we explore the Meta AI tools for creative diversification.

Lauren shares her real campaign results from a live test using Meta’s latest Advantage+ creative tools. We also get into the details of how Meta’s system distributes spend, why it doesn’t always follow its own rules, and what you can do to avoid wasting money while still taking advantage of Meta’s cutting-edge tools like AI-powered image generation and editing.

If you’re running ads for clients or scaling your own campaigns, you’ll want to hear this one before you hit “publish” on your next creative test. We’ll tell you what works, what breaks, and how to stay ahead of Meta’s fast-moving automation.

In this episode:

- How Meta’s in-campaign creative testing works

- Step-by-step demo of Meta’s creative testing interface

- Using AI-generated ad images inside Ads Manager

- Editing AI-generated images with custom prompts

- Meta’s ad enhancements: translate text, music, and site links

- The “Flex Media” feature and its risks for client brands

Resources Mentioned In The Episode:

Previous Episodes on Meta’s Andromeda Update: https://perpetualtraffic.com/?s=meta

Watch the Episode on YouTube: www.perpetualtraffic.com/youtube

Apply to Work With Tier 11: https://www.tiereleven.com/apply-now

Watch Previous Live Ad Lab Sessions: tiereleven.com/youtube

Creative Diversification Playbook, Practitioners' Guide From Meta: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf

Listen to this episode on your favorite podcast channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

We appreciate your support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

3 Mind-Boggling Ways Triple Whale Is Screwing Your Business

Fri, 17 Oct 2025 07:00:00 -0400

Do you feel like your ad spend isn’t adding up? What if the data you’ve been relying on is actually misleading you? In this episode, we uncover the dangers of inaccurate attribution models that could be costing you thousands in missed revenue and show you a smarter way to optimize your ads.

Tier 11’s John Moran breaks down how media buyers can fall into the trap of relying on third-party platforms like Triple Whale, which often misreport up to 30% of revenue. He shares real-life case studies of clients who dramatically improved their ad performance by simply questioning their attribution model and switching to more reliable tracking methods.

If you use the wrong attribution model, you may end up running campaigns based on faulty data—putting your business at risk. Let’s teach you how to avoid these costly pitfalls and ensure your marketing strategy is powered by the most accurate insights available.

In this episode:

- Case study 1: The problem with Triple Whale tagging

- Case study 2: Lowering CPA from $44 to $25 in 10 days

- Practical tips for media buyers to optimize their campaigns

- When should you turn off Meta ads?

- Using Meta’s “Creative Fatigue” feature to optimize ads

- Comparing Meta ads and Google Shopping results

Resources Mentioned In The Episode:

Previous Ad Lab Sessions with John Moran: https://perpetualtraffic.com/?s=john+moran

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Apply to Work With Tier 11: https://www.tiereleven.com/apply-now

Creative Diversification Playbook, Practitioners' Guide From Meta: https://perpetualtraffic.com/creative-diversification-playbook

Listen to this episode on your favorite podcast channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

We appreciate your support!

Visit our website: https://perpetualtraffic.com/

Connect with John Moran:

LinkedIn: https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

$100M Money Model Case Study: How to Squeeze Money Out of Your Non-Ideal Customers - Part 2

Tue, 14 Oct 2025 07:00:00 -0400

Be sure to listen to Part 1 of this episode first for a complete understanding before diving into this one.

Are you leaving half your leads on the table? In this episode, we are using Alex Hormozi’s $100M Money Models to explore how to turn cold traffic into high-ticket clients. From mapping the customer journey to implementing conditional downsells, we break down exactly what works in marketing to maximize revenue without cutting prices.

We explore how membership and continuity models are making a comeback, why speed-to-lead is critical, and how to structure Typeform knockouts to qualify leads efficiently. Plus, we dissect the art of downselling—how to offer a slice of your core program at a lower price while still setting up your prospects for the full high-ticket offer.

We also share a real-world example from a client session where we redesigned their sales funnel, increased show rates, and built a structured upsell path that turns prospects into long-term customers. These insights should help you capture more leads, increase conversions, and maximize lifetime value in your business.

In this episode:

- Mapping the customer journey from cold ad to five-figure upsells

- Speed-to-lead: why contacting prospects immediately is critical

- The art of downselling

- Understanding objections and reasons prospects don’t buy

- Guaranteeing results as a first downsell

- Using check-in calls to upsell and demonstrate value

Resources Mentioned In The Episode:

Alex Hormozi’s Book, $100M Money Models: How To Make Money: https://www.goodreads.com/book/show/240367486-100m-money-models

Listen to this episode on your favorite podcast channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

We appreciate your support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://perpetualtraffic.com/podcast/episode-734-alex-hormozis-100m-money-models-launch-debunked-key-takeaways/

$100M Money Model Case Study: How to Squeeze Money Out of Your Non-Ideal Customers - Part 1

Fri, 10 Oct 2025 07:00:00 -0400

Stop losing money to free trials and outdated sales funnels! Apply now to access Tier 11’s data-driven strategies for front-end offers that convert.

Schedule a discovery call: https://www.tiereleven.com/apply-now

How do you turn a free trial into a customer magnet without the risks of an unconditional guarantee? Today, we’re sharing innovative strategies to attract and retain customers with compelling front-end offers. We’re breaking down Alex Hormozi’s "Win Your Money Back" model and how it applies to different business models.

You’ll learn how you can give customers the chance to earn their money back instead of offering a no-strings-attached refund. We also explore how conditional offers can spice up your product or service’s appeal and why it’s essential to incorporate a continuity program into your sales process.

In this episode:

- How the 'Win Your Money Back' model works

- Implementing the 'Win Your Money Back' strategy

- How to structure your free trials

- Webinar selling strategy and upsell techniques

- Structuring continuity programs

Resources Mentioned In The Episode:

Previous Episode on Alex Hormozi’s $100M Money Model:

Alex Hormozi’s Book, $100M Money Models: How To Make Money: https://www.goodreads.com/book/show/240367486-100m-money-models

Alex Hormozi’s Interview on the Jack Neel Podcast: https://www.youtube.com/watch?v=5f_UL-z1xgI

Listen to this episode on your favorite podcast channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:

We appreciate your support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

PMAX vs. Standard Shopping: The $80K Test That Shocked Us

Tue, 07 Oct 2025 07:00:00 -0400

Ready to scale your ads with precision? Apply now to access Tier 11’s expert strategies and unlock smarter, data-driven growth for your business!

Schedule a discovery call: https://www.tiereleven.com/apply-now

Are you struggling to scale your Google Ads campaigns without losing profitability? In this episode, we compare Standard Shopping and Performance Max campaigns, two of Google Ads' most popular scaling strategies.

After moving $40,000 between the two strategies, John Moran breaks down the performance data, including customer acquisition, return on ad spend (ROAS), and conversion rates. The results show that while PMax often promises more efficient scaling, Standard Shopping consistently delivers similar, if not better, results in certain scenarios.

Whether you're an agency or a solo marketer, understanding the strengths and weaknesses of each approach can lead to smarter, more profitable ad strategies. Join the conversation now and start scaling your Google Ads the right way!

In this episode:

- Introduction to the ad flow funnel

- Standard Shopping vs. Performance Max for scaling

- Testing $40K swings between campaigns

- Differences in results between PMax and standard shopping

- Why Performance Max fails at scale

- Final verdict: Standard Shopping wins at scaling

Listen to this episode on your favorite podcast channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We appreciate your support!

Visit our website: https://perpetualtraffic.com/

Connect with John Moran:

LinkedIn: https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://unbounce.com/pt/

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

https://www.activecampaign.com/

The Future of Media Buying: John Moran on cAPI Imports + Edge Tagging (Part 2)

Fri, 03 Oct 2025 07:00:00 -0400

Ready to scale with precision? Apply now to access Tier 11’s expert strategies and unlock smarter, data-driven growth for your business!

Schedule a discovery call: https://www.tiereleven.com/apply-now

As the Meta and Google ad landscape continues to evolve, it’s no longer just about targeting customers. It's about creating ads that work for AI first. John Moran is back with more insights into refining your ad strategy to match the AI revolution.

John breaks down content diversification, explaining how creative testing and varied ad formats are key to capturing audience attention and driving conversions. He also simplifies the complexities of model data and the impact of first click edge tagging for improving attribution accuracy.

If your ad spend isn't aligning with your growth goals, John shares tips on consolidating campaigns and iterating creatives to find what resonates with your target audience. Plus, he explains how automated systems track and adjust campaigns based on performance, enabling you to focus resources on winning ads that deliver real results.

In this episode:

- Understanding model data in advertising

- The role of attribution in scaling campaigns

- What percentage of ad data is modelled?

- Content diversification strategies

- Meta's role in ad spend allocation

- Evaluating ad performance beyond CPA

- Where to learn more and get help

Mentioned in the Episode:

Listen to Previous Episodes on Andromeda Updates: https://perpetualtraffic.com/?s=andromeda

Watch Friday Live Ad Labs: https://www.youtube.com/@perpetual_traffic

Listen to this episode on your favorite podcast channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We appreciate your support!

Visit our website: https://perpetualtraffic.com/

Connect with John Moran:

LinkedIn: https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

The Future of Media Buying: John Moran on cAPI Imports + Edge Tagging (Part 1)

Tue, 30 Sep 2025 07:00:00 -0400

Stop guessing! Make data-driven marketing decisions with confidence with the Tier 11 Data Suite.

Get it here: https://www.tiereleven.com/what-we-do/data-suite

The rules keep changing. The days of manually targeting customers by demographics and psychographics are long gone. With Meta and Google embracing auto-targeting, auto-bidding, and combined campaign systems, counting sales after an ad is no longer enough.

In today’s episode, Tier 11’s John Moran breaks down the shifts in digital media, emphasizing the importance of granular data and distinguishing between new and returning customers. He introduces "first click edge tagging," showing how you can take control of the attribution process and measure what truly matters to your business.

Plus, we explore content diversification and creative testing strategies to help you identify what resonates with your audience. It’s time to move past the limitations of default ad tracking and align your ad spend with long-term growth goals.

In this episode:

- Current shifts in digital media and campaign targeting

- The impact of Google and Meta's merged campaigns

- ‘First click edge tagging’ for marketing attribution

- Aligning ad goals and creatives with business objectives

- Case study: Beauty brand cutting CPA from $27 to $7

- Understanding model data and algorithm impact

Listen to this episode on your favorite podcast channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We appreciate your support!

Visit our website: https://perpetualtraffic.com/

Connect with John Moran:

LinkedIn: https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Money Model Case Study: 52.7% Increase in Total Subscribers in 6 Months

Fri, 26 Sep 2025 07:00:00 -0400

Your marketing team needs a reliable formula to determine the most important metric to guide your company's marketing efforts. We’re talking about new customer acquisition costs (nCAC).

Download your free copy of our nCAC calculator at: https://www.tiereleven.com/ncac

Today, we are analysing a case study of a membership site business that achieved incredible results through strategic marketing. The company, focused on a recreational niche, achieved an outstanding 52% increase in total subscribers year-over-year.

This massive growth stemmed from a series of smart decisions, starting with an in-depth look at their new customer acquisition costs (NCAC) and regional targeting strategies. They also tapped into the power of community, offering exclusive access to products and services, and creative hooks that resonated with specific geographic audiences.

If you're running a membership site or e-commerce business, you’ll learn how to track and analyze data in granular detail, target the right customers, and create relevant, personalized experiences.

In this episode:

- Case study: business model of a membership site

- Challenges in customer acquisition

- Solutions: Targeting the right audience with nCAC

- Using creative hooks and regional language

- Results and success metrics

- Membership site and e-commerce strategies to scale

- E-commerce businesses that suit this business model

Listen to this episode on your favorite podcast channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We appreciate your support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

www.ActiveCampaign.com

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Alex Hormozi’s $100M Money Models Launch: Debunked & Key Takeaways

Tue, 23 Sep 2025 07:00:00 -0400

Building a business and brand isn’t easy, but with the right strategy, the rewards are massive. In today’s episode, Lauren shares a powerful content diversification strategy that led to a client cutting their cost per lead by 50%.

We also explore valuable lessons from Alex Hormozi, including his approach of giving away valuable content up front, without expecting anything in return. He achieved over $80 million in book sales in 24 hours after years of sharing free, valuable content with his audience.

We’ll show you how you can implement Hormozi’s strategies in building your brand. Plus, we offer a free demo of our content diversification and sales funnel strategies that you can copy and scale your business. Tune in for this and much more!

In This Episode:

- Case study: Five horsemen of the ads apocalypse

- Creating tailored ad copies with Meta AI

- Marketing qualified leads vs sales qualified leads

- Lessons from Alex Hormozi’s $81m book launch

- Content diversification strategy demo

- Alex Hormozi's $100M money models

- The power of consistency and showing up

Resources Mentioned in the Episode:

Alex Hormozi’s Book, $100M Money Models: How To Make Money: https://www.goodreads.com/book/show/240367486-100m-money-models
Previous episodes with John Moran: https://perpetualtraffic.com/?s=john
Alex Hormozi’s interview on the Jack Neel Podcast: https://www.youtube.com/watch?v=5f_UL-z1xgI
Hire Tier11: https://www.tiereleven.com/apply-now

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://perpetualtraffic.com/podcast/episode-726-how-to-get-sales-in-your-first-year-of-a-digital-business-with-just-10k/

https://www.activecampaign.com/

The #1 Lesson Marketers Can Steal From Cadillac's $450M Wager on F1

Fri, 19 Sep 2025 07:00:00 -0400

It's easy to assume that paid ads are the magic fix, but without understanding your numbers and setting clear business goals, you’re just throwing money into the void. But you’re not alone! Most marketers and business owners misunderstand what it really takes to scale, and it starts with customer conversations.

Today, we’re sharing how many businesses, especially when strapped for cash, need to refocus their energy not just on digital ads but on getting back to the marketing basics. You need to connect with your audience, learn what broke, and rebuild trust to scale your business.

Ready to take control? The path forward requires patience, data, and strategy. Stop focusing on quick wins and start investing in your business’s long-term growth.

In This Episode:

- Understanding Media Efficiency Ratio (MER) in marketing

- Strategies for businesses with limited marketing budgets

- Why setting clear business goals is critical

- The importance of marketing and experiential play

- Case studies and practical applications

- The role of customer feedback & how to get it

Resources Mentioned in the Episode:

Get Your Marketing Performance Indicators (MPI) Checklist: https://www.tiereleven.com/mpi

Oren Klaff’s book, Pitch Anything: https://www.amazon.com/stores/author/B004AN5OJA?ccs_id=afc782d8-f4ac-4f26-80f6-243a19b471d4

Previous episodes on maximising your marketing budget:

https://perpetualtraffic.com/podcast/episode-715-maximize-your-profits-with-these-6-brilliant-cross-sell-plays/

https://perpetualtraffic.com/podcast/episode-716-7-secrets-to-explode-your-profits-with-upselling/

Read more about Cadillac’s bid to join F1:

https://www.autoweek.com/racing/formula-1/a64218356/cadillac-will-pay-450-million-anti-dilution-fee-join-formula-1/

Learn more about F1 bids and partners:

https://www.espn.com/f1/story/_/id/45531327/thailand-approves-123-billion-bid-2028-bangkok-f1-race

https://www.formula1.com/en/information/formula-1-partners.2shz7bIVhGgS3ovP69N3Rs

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Flip the Script: A Masterclass on Pitching Anything With Oren Klaff

Tue, 16 Sep 2025 07:00:00 -0400

You think you know how to sell until you hear Oren Klaff talk about it. Today, we’re hosting the man behind Pitch Anything and Flip the Script to uncover why most marketers lose deals before they even start. Oren doesn’t just challenge conventional sales wisdom. He flips it upside down, showing how neediness kills deals.

Oren Klaff is a leading expert in sales, raising capital, and negotiation. As Director of Capital Markets for Intersection Capital, he has helped companies secure billions of dollars in funding. He’s a best-selling author, a sought-after speaker for global giants like Google and Xerox, and a pioneer in neuroscience-based persuasion.

Oren explains why marketers must learn to hold boundaries, call out clients' “games,” and create consequences on every sales call or risk being dismissed as low status. His approach is raw, counterintuitive, and insanely practical for anyone who needs to persuade at scale. If you’re ready to rethink how you pitch, sell, and win deals, this one is for you!

In This Episode:

- Writing the 'Pitch Anything' book

- Why neediness when selling kills deals

- Practical sales techniques to break neediness

- How to maintain a high status in sales calls

- Dealing with the ‘final boss’ in negotiations

- The importance of setting consequences in sales

- Holding clients accountable for their behavior and values

- Pitch Anything vs. Flip the Script

Buy Oren Klaff’s Books:

Pitch Anything: https://a.co/d/fRAqAby

Flip The Script: https://a.co/d/hTcp9lP

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Oren Klaff:

Website - https://orenklaff.com/
LinkedIn - https://www.linkedin.com/in/orenklaff/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://perpetualtraffic.com/podcast/episode-711-defeat-the-new-google-ai-max-landing-page-doomsday-with-val-riley/

https://www.activecampaign.com/

Google AI Max: What You & Your Landing Pages Need to Know with Andrew Miller

Fri, 12 Sep 2025 07:00:00 -0400

Many marketers focus solely on driving traffic but overlook the critical step that follows: the landing page. In this episode, Andrew Miller, Co-Founder and VP of Client Services at Workshop Digital, shares how landing page optimization (LPO) and leveraging first-party data can drastically increase the ROI of your marketing campaigns.

With over 20 years of experience, Andrew has helped countless B2B businesses maximize their conversions by optimizing their post-click experience. We explore the game-changing role of AI tools like Google’s AI Max and how they’re reshaping the future of online marketing.

You’ll also learn how to bridge the gap between AI-driven ads and optimized landing pages for different target audiences to attract better leads and achieve higher conversions.

In This Episode:

- SEO in the age of AI

- Content quality and distribution strategies

- How AI Max has impacted Google ads

- The future of media buying and data flow

- Optimizing landing pages and the post-click experience

- Why aligning marketing and sales is critical

- How to optimize data flows & micro conversions for better leads

- Targeting the right customers with AI

- Case study on the impact of dedicated landing pages

- How to get in touch with Andrew Miller

Mentioned In the Episode:

Google AI Max: https://blog.google/products/ads-commerce/google-ai-max-for-search-campaigns/

Use the code "PT10off" at the end of your trial to get 10% off: https://unbounce.com/pt/

Previous episodes on landing page optimization:

https://perpetualtraffic.com/podcast/episode-707-decode-googles-new-diabolical-landing-page-changes-with-tas-bober/

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Andrew Miller:

Website - https://www.workshopdigital.com/
LinkedIn - https://www.linkedin.com/in/andrewmillerrichmond/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Your Digital Marketing Autopsy: Surviving the AI Era with Kasim Aslam

Tue, 09 Sep 2025 07:00:00 -0400

The easy shortcuts in digital marketing, like quick flips, four-hour workweeks, and AI-generated funnels, are gone! Former Perpetual Traffic co-host and Google Ads powerhouse Kasim Aslam joins us today to explore why the old playbook no longer works and why the future belongs to those willing to do the hard, unscalable work.

Kasim shares the thesis that changed how he approaches starting and scaling a business. From his incubator of 17 businesses to investing in industries most people overlook, Kasim’s perspective will reframe how you think about scaling in the AI-driven landscape.

If you want to learn how to build smarter, stronger businesses in a world where automation alone won’t save you, this one is for you!

In This Episode:

- Kasim's journey post-Perpetual Traffic

- The cost of traffic in digital marketing

- Scaling and measuring profitability: "diminishing returns" is not a stop sign

- Accounting for incalculable gains as you scale

- The death of quick flip businesses

- Leveraging hard work and human connection

- Apple’s example of goodwill and brand loyalty

- How to sign up for the upcoming growth hacking conference

Mentioned In the Episode:

Previous episode with Kasim on the law of inverse profitability: https://podcasts.apple.com/us/podcast/why-the-law-of-inverse-profitability-is-the-1-way/id1022441491?i=1000650815702

Sign up for the Growth Hacking conference with Kasim: perpetualtraffic.com/growth

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Kasim Aslam:

Website - https://kasimaslam.com/
LinkedIn - https://www.linkedin.com/in/kasimaslam/
Instagram - https://www.instagram.com/kasimaslam/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

The Unfair Advantage: How to Dominate BFCM as a Beauty Brand with Lauren Schwartz

Fri, 05 Sep 2025 07:00:00 -0400

Black Friday and Cyber Monday are right around the corner, and many beauty brands are feeling the pressure. Lauren Schwartz, Head of Creative Strategy at Tier 11 and founder of The Loft 325, joins me today to discuss how beauty brands can still make the most out of these significant days.

Lauren shares her experience and proven strategies to help beauty brands thrive in this competitive season. We talk about creative hook strategies, bundle offers, and the best ways to connect with your audience.

It’s not too late! You can still make this holiday season your most successful yet. Lauren’s expert advice will help you maximize your sales potential, avoid profit pitfalls, and turn BFCM into your biggest revenue days of the year!

In This Episode:

- Meet creative strategist, Lauren Schwartz

- The "cheat code" for Black Friday and Cyber Monday sales

- Bundle strategy vs discounts: avoiding profit pitfalls

- How to create a bundle for BFCM

- Multiple bundle strategy vs site-wide sales

- What is the best discount price for BFCM bundles?

- How aggressive should you be when using bundles for LTV growth?

- Tips for creative hooks for beauty brands

- Understanding holiday hooks: subtle vs in-your-face approaches

- Black Friday and Cyber Monday webinar preview

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Lauren Schwartz:

LinkedIn: https://www.linkedin.com/in/lauren-schwartz-07354312

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

The Content Matrix: Content Creation That Actually Converts with Alisan Matthews

Tue, 02 Sep 2025 07:00:00 -0400

Don't just throw content out there! Make it purposeful. Download our content matrix today to refine your strategy, map content that connects, and discover fresh angles that keep your audience engaged.

Get it here: https://www.tiereleven.com/content-matrix

Creating content for your brand is not just about posting product pictures and hoping for the best. If your social media feed feels disconnected or lacks authenticity, it’s time to rethink your strategy. Alisan Matthews, Head of Email and Social Media Marketing at Tier 11, joins me to discuss how to align your brand’s message with your audience to boost engagement.

Alisan explains how you can identify the core pillars of your brand’s messaging and use them to create a content matrix that guides your posts. By organizing your ideas into clear categories, such as education and community engagement, you can maintain consistency while diversifying your content for better engagement.

In This Episode:

- Meet Alisan Matthews

- Crafting your brand's unique story with content

- Why authenticity on social media is critical

- Getting started with the content matrix

- The four pillars of content creation strategy

- Implementing the product promotion tier

- Does the content matrix apply to all industries?

- Education and value: leveraging engagement & trends

- Webinar announcement and Black Friday tips

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Alisan Matthews:

LinkedIn: https://www.linkedin.com/in/alisanschmidt/

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

The #1 Non-AI Task an Agency Owner Can Do to Grow With Andrew Foxwell

Fri, 29 Aug 2025 07:00:00 -0400

As Meta continues to invest billions in AI, understanding its impact on advertising strategies is crucial for any marketer looking to stay competitive. In this episode, Andrew Foxwell, a true OG in Meta advertising, reveals how marketing agencies and consultants can adapt to the rapidly changing digital landscape.

Andrew discusses how AI is not only making advertising more automated and accessible but also revolutionizing the creative strategy game. He shares valuable insights on what works today and what doesn’t when it comes to creating effective ads and navigating Meta’s complex ecosystem.

Plus, Andrew presents a framework for agency owners who are feeling overwhelmed by AI adoption and the pressure of client expectations. His approach to identifying what matters versus what’s just noise will help you align your marketing strategy with Meta’s latest AI innovations.

In This Episode:

- Andrew Foxwell’s career in digital marketing

- Meta's investment in Andromeda and ad automation

- Meta’s AI innovations in organic traffic vs advertising

- What marketing agencies should be doing differently today

- Biggest challenges agencies are facing with AI adoption

- Helping agencies identify the "one thing they must do" and why

- Managing client expectations and communicating AI adoption plans

- How to connect with Andrew Foxwell and Foxwell Founders

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Andrew Foxwell:

Website: https://www.foxwelldigital.com/

Email: andrew@foxwelldigital.com

Join Foxwell Founders: https://foxwellfounders.com/

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

Ryan Reynolds Shares His Aviation American Gin Out of Office Reply - https://www.youtube.com/watch?v=VbJwX6aG8Uc

How to Get Sales in Your First Year of a Digital Business With Just $10k

Tue, 26 Aug 2025 07:00:00 -0400

You’ve got your first $10K to invest in your new in-person or online business. Should you dive into ads, hire an agency, or focus on content creation? It’s overwhelming, especially when everyone has their own “secret” formula for success. You don’t need to invest in every trendy digital marketing strategy to see results.

In this episode, we break down what moves the needle for new business owners. From influencer partnerships that cost you nothing to leveraging simple content creation, we share our go-to marketing strategies based on real-world success stories.

Forget the noise. Focus on what works, and do it consistently. Join the conversation now and learn how to make smart, calculated decisions that build a solid foundation for your business.

In This Episode:

- Comparing notes on personal relaxation techniques–yes, really!

- Challenges of starting a business

- Why you need to prioritize effective marketing strategies

- How to spend $10k to drive in-person and online sales

- Why build a brand personality or share the founder’s story

- Leveraging user-generated content

- The need for in-person events when selling to Gen X

- Handcrafting vs. automating customer engagement

Mentioned In This Episode

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

The Simple Lead Gen Strategy That Scaled Revenue From $620K to $2.5M in 6 Months

Fri, 22 Aug 2025 07:00:00 -0400

Today, we’re breaking down a lead generation case study that resulted in a 397% increase in revenue and a 356% boost in gross profit. The business, which was stuck at $620,000 in annual revenue, shot up to $2.5 million after just six months of applying the right strategies.

We dug into the client’s existing assets, found multiple lead magnets, and used them to target different pain points across a broader audience. The result was a more engaged audience, a more diversified funnel, and ultimately more conversions.

If you’re struggling to scale, it's time to rethink your marketing strategy. Stop pushing for immediate sales and start creating a nurturing experience for your audience. Listen in and learn how you can adapt our lead gen strategy to fit your business.

In This Episode:

- Lead generation case study results breakdown

- Step 1: Moving from simple to complex funnel strategy

- Step 2: Installing the CPL/nCAC reducer framework

- Step 3: Deploying the digital velocity engine for ad creation

- Final results summary: 397% revenue increase

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

How We Turned $6K Into $100K Revenue in 2 Days

Tue, 19 Aug 2025 07:00:00 -0400

Why do some ad campaigns crush it while others flop, even with the same budget? It all comes down to metrics and strategy. Let’s get the first part out of the way.

Get Your nCAC Calculator Now! - https://www.tiereleven.com/ncac

In today’s episode, we share a client story where more than $10,000 went up in smoke on a webinar that didn’t convert, and how a simple shift in strategy turned everything around.

Lauren explains how her team builds strategy documents that keep everyone aligned and how knowing your numbers and setting the right goals can change everything. We also get into the real differences between subscribers, leads, and sales-qualified leads, and why so many businesses set themselves up for frustration by mixing them up.

If you’re planning a webinar launch or any infoproduct, setting ad budgets, or just trying to figure out where to put your next marketing dollar, you need the right strategy to achieve your goals. Listen in as we share the wins, the lessons, and the strategies that can help you turn ad spend into predictable growth.

In This Episode:

- Why strategy is critical for achieving marketing goals

- Mongoose’s strategy documents for the post-hire process

- Example of revenue vs sales and marketing goals

- The structure and content of the strategy doc

- Pixel strategy for Meta and monitoring the campaign performance

- Why Meta is better than Google for selling webinars

- Budget allocation strategy for awareness, conversions, and lead generation

- Email/SMS integration into the paid ads strategy

- Final thoughts on the strategy success formula: goal, budget, and target

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Meta’s Andromeda Update: Are You Still Using Outdated Meta Ad Strategies?

Fri, 15 Aug 2025 07:00:00 -0400

Meta’s Andromeda updates have made most ad strategies obsolete. We can help you update your ad strategy using AI and creative diversification for a high ROAS.

Talk to us: https://www.tiereleven.com/apply

In today’s episode, we take you to our Ad Lab live event, where we discussed Meta's Andromeda update in detail and how it's changing the digital advertising landscape. Our guest, John Moran, has been testing and deploying strategies to match the new updates, achieving incredible results.

We explore how focusing on creative diversification can break through tough competitive markets, even when business performance isn’t where it needs to be. John also shares the Fishbone Effect—a creative strategy that targets diverse audiences with various creative elements within the same campaign.

You’ll understand why your creative strategy is everything when it comes to scaling your Meta ads. We’ll also cover key strategies that can help you scale your campaigns despite the ongoing Andromeda updates.

In This Episode:

- Meta Andromeda update & testing strategies

- Content diversification strategy: 10 different ad types explained

- Results from one campaign, one ad set structure with Andromeda

- The Fishbone Effect: How Meta distributes ad spend

- When to pause high-spend, low-converting ads

- Performance max with CAPI imports results

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with John Moran:

LinkedIn: https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://podcasts.apple.com/sk/podcast/part-1-the-5-step-formula-to-determine-your-ncac/id1022441491?i=1000686217283

https://www.activecampaign.com/

We Analyzed Our Biggest Client Failure (And This Is What We Learned)

Tue, 12 Aug 2025 07:00:00 -0400

Before you spend another dollar on ads, you need to do your business math right. Download our Marketing Performance Indicators checklist to track the key metrics that accurately measure your marketing efforts.

Download the checklist here: https://www.tiereleven.com/mpi

Today’s case study is a perfect example of why such metrics matter more than your creative or targeting efforts. The client came to us with growth goals, though their business had been in decline for three years. About 60% of their revenue was coming from existing customers, but that segment was shrinking year over year.

Even with our top strategist, Ricardo Pouwels, deploying proven strategies, we weren't able to break through the tough competitive landscape. We shifted the budget from Google to Meta ads and focused on improving new customer acquisition metrics, but the client couldn't wait for the strategy to fully take effect.

You'll learn that marketing can't fix a fundamentally flawed business model. Tracking metrics like new customer acquisition cost (NCAC) can show progress even when overall revenue drops, but only with realistic expectations about recovery timelines that most businesses aren’t prepared to accept.

In This Episode:

- Meet Tier11’s growth strategist, Ricardo Pouwels

- Case study: Gardening niche client with a flawed business model

- Challenges with Google Shopping and price competitiveness

- How pricing issues contributed to the client’s decline

- Testing new strategies: Meta Ad budget adjustments

- What is the ideal timeframe for testing new marketing strategies?

- Managing client expectations while saving a struggling business

- Why a paid media strategy does not always work

- What’s the best way to turn around a declining seasonal business?

- Why didn’t we focus on email marketing to boost sales?

- How to tackle business challenges with paid media

Want to learn how to calculate your NCAC?

Listen to our previous episode on NCAC:

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ricardo Pouwels:

LinkedIn: https://nl.linkedin.com/in/ricardo-pouwels

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

The Super Secret Formula Corey Quinn Used to Grow The Scorpion Agency from $10M to $200M

Fri, 08 Aug 2025 07:00:00 -0400

Ralph and Lauren sit down with Corey Quinn, Agency Growth Advisor and former CMO of Scorpion, to uncover the exact strategies that took a stalled $10–$20M agency and propelled it to over $100M in revenue. Corey reveals his “Dream 100” inspired outreach strategy, why DS (Dream Segment) and GBO (Greatest Business Outcome) are essential to focus, and how to build a repeatable system for landing high-value clients. If you run an agency, consultancy, or service business, this conversation will challenge the way you think about lead generation, positioning, and scaling — and give you the tactical blueprint to make your growth goals inevitable.

Chapters:

00:00:00 - Cliff jumps, private jets, and setting the stage for big growth
00:01:51 - Meet Corey Quinn: the agency growth strategist Ralph swears by
00:04:31 - From CMO to 10X revenue: the Scorpion success story
00:07:05 - The real challenges (and winning moves) behind a $100M leap
00:12:42 - Why deep specialization is your ultimate growth accelerator
00:18:09 - Building a culture that fuels operational excellence
00:20:50 - How the Deep Specialization Flywheel keeps momentum spinning
00:22:42 - Turning gifts into client magnets with outbound marketing
00:23:35 - From surprise packages to strategic outreach
00:23:58 - The secret psychology behind sending gifts that convert
00:26:28 - Reinventing outreach in a remote-first world
00:27:20 - Scaling your gift game without losing the personal touch
00:30:33 - Crafting irresistible, personalized gifts for dream clients
00:34:54 - Why relentless follow-up wins the biggest deals
00:40:07 - Wrapping up with a special offer you can’t ignore

LINKS AND RESOURCES:

Website
Anyone, Not Everyone
Get Your Marketing Performance IndicatorsTM Checklist Now!
Get Your nCAC Calculator Now!
Make Data Driven Marketing Decisions with Confidence
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

(Replay) How Ralph Structures His Campaigns for Massive MER

Tue, 05 Aug 2025 07:00:00 -0400

What if we told you that Tier 11 designed an ad campaign for an ecommerce store that resulted in a 608% revenue increase and 401% ROAS increase in less than 6 months?

On today’s episode, we’re flipping the script a bit. Host Kasim Aslam interviews his usually-co-host Ralph Burns about an ad campaign at Tier 11 that took a struggling business from $29k/month to $176k/month in revenue in less than half a year. (Download the case study here.) Ralph talks about customer acquisition amplification and walks us through the structure of each of the five levels of traffic. But the bottom line, he says, is the creative. “The creative makes the audience. If you match incredible audience and interspace targeting with incredible front end creative and messaging, game over. You own the internet as a marketer. Mix the two together, and it’s online marketing nirvana.”

Listen in to find out how to achieve this online marketing nirvana in your own campaigns.

Chapters:

00:00:00 - Kicking Off Perpetual Traffic with High-Energy Insights
00:00:46 - Celebrating Our Listeners & Their Game-Changing Feedback
00:01:32 - Case Study Teaser: 608% Revenue Explosion
00:02:17 - Ralph Burns Steps into the Hot Seat
00:03:08 - Unpacking the Secrets Behind the Case Study
00:08:19 - Why Creative Can Make or Break Your Ads
00:14:15 - Tracking Fixes & Powering Up with Conversions API
00:23:01 - Rolling Out the Traffic Harmonizer System
00:32:50 - Final Takeaways & Next Steps for Your Growth

LINKS AND RESOURCES:

Download the case study
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

The 8 Essential Ad Types to KILL IT on the New Meta Ads Andromeda Update

Fri, 01 Aug 2025 07:00:00 -0400

Meta’s AI just rewrote the rules of digital advertising—without telling anyone. In this breaking episode of Perpetual Traffic, Ralph Burns and John Moran expose the stealth rollout of Meta's new AI-driven ad platform update: Andromeda. Learn how this algorithmic shift flips traditional ad strategies on their head and why relying on old tactics is a fast track to mediocrity. From GPU-fueled compute power to GEM (Generated Ads Recommendation Model), discover what Meta’s “superbrain” means for your creative strategy, budget allocation, and lead generation success. This isn’t just an update—it’s a total transformation. If you’re serious about scaling in 2025, you need to hear this.

Chapters:

00:00:00 - Meta Just Flipped the Script: Meet Andromeda
00:01:00 - The AI Revolution That’s Changing Your Ad Game
00:02:20 - Inside Meta’s Secret Weapon: The New Ranking Algorithm
00:05:45 - Why Meta’s Funnel Thinks Smarter Than You Do
00:07:35 - The New Playbook: Diversify or Die
00:10:03 - Andromeda Uncovered: What Meta Isn’t Telling You
00:12:11 - Smart Targeting Starts with Smarter Creative
00:18:56 - Real Results: What Happens When You Diversify Content
00:27:52 - What the Numbers Say About Your Ads
00:28:29 - How to Get More New Customers for Less
00:29:16 - Repeat It: Diversify or Die
00:30:01 - Algorithm IQ: Understanding How Meta Thinks
00:31:28 - Creative That Wins: Test, Iterate, Dominate
00:32:32 - When to Kill Your Ads—And Why It Works
00:35:01 - Case Study: Smarter Spend, Bigger Wins
00:35:46 - Using AI to Find Your Next Best Customer
00:42:59 - Mastering the Full Funnel (Without Wasting Spend)
00:47:09 - The Future Is Now: What Smart Marketers Do Next

LINKS AND RESOURCES:

Meta's Creative Strategy TikTok
Mark Zuckerberg just declared war on the entire advertising industry
Episode 718: [Case Study] Meta Andromeda Ads vs Amazon Ads: Who Wins?
AI Innovations in Meta's Ad Ranking Driving Advertiser Performance
Meta Andromeda: Supercharging Advantage+
Episode 234: The Ad Amplifier Super System For Facebook Ads
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

[Case Study] Meta Andromeda Ads vs Amazon Ads: Who Wins?

Tue, 29 Jul 2025 04:00:00 -0400

If you're spending across Meta, Google, Amazon, and Shopify—but still unclear which channel is actually closing the sale—this episode is your roadmap to marketing clarity. Ralph Burns and John Moran break down a real Tier 11 case study that exposes how most businesses are flying blind when it comes to attribution. You’ll discover why traditional ROAS can lead you astray, how NAC and MER reveal true performance, and why “contribution” trumps “attribution” when it comes to scaling profitably. They also dive into how tools like CAPI Import and the Tier 11 Data Suite connect the dots across paid and organic touchpoints, helping brands unlock hidden revenue and cut wasted spend. Whether you're a Shopify powerhouse or a service-based business, this episode will change how you view your media mix—and give you the frameworks to invest with confidence.

Chapters:

00:00:00 – Kicking Things Off: What’s REALLY Fueling Your Sales?
00:01:01 – The Traffic You Ignore Might Be Closing Your Deals
00:01:33 – Inside a $100M Ad Account: What the Data Really Says
00:02:22 – The Dirty Truth About Marketing “Solutions”
00:02:58 – Ralph Gets Real About Creative That Converts
00:05:54 – Clean Data or Dead Spend: Your Choice
00:07:08 – Why Most Marketers Misread Growth Signals
00:15:43 – Amazon Showdown: Vendor vs. Seller Central Exposed
00:26:07 – How to Spot Wasted Ad Spend with One Metric
00:33:02 – Stop Confusing Attribution with Contribution (It’s Costing You)
00:35:18 – The Metric That Changes Everything About Ad Spend
00:36:01 – Why You're Probably Overspending on Brand Terms
00:36:56 – Performance Gaps Hiding in Plain Sight
00:37:43 – Case Study Reveal: What Changed After the Hire
00:38:45 – Amazon’s Hidden Influence on Your Shopify Store
00:39:16 – The Strategic Way to Manage Campaign Chaos
00:43:58 – When Google’s Automation Fights Your Results
00:46:46 – The “Feeder Strategy” You Should Be Using for Holidays
00:48:32 – Behind Closed Doors: Real Consulting Conversations
00:53:44 – Final Word: What to Do With All This Insight

LINKS AND RESOURCES:

Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Is A.I. Making Your Team DUMBER?

Fri, 25 Jul 2025 07:00:00 -0400

Ralph and Lauren take a bold look at a rising issue in modern marketing teams: is AI making your team dumber? Drawing from real-world agency experience, Lauren shares a transparent case study from her own business where AI tools like ChatGPT and Jasper created an illusion of productivity but resulted in lackluster, surface-level insights. The discussion tackles how over-reliance on AI can quietly erode critical thinking, replacing strategic interpretation with generic output that “feels” complete but misses true business impact. You’ll learn why being “human in the loop” matters, how to train your team to use AI as a collaborator—not a crutch—and why tools should ask better questions instead of just giving faster answers. This episode is a must-listen for any marketing leader, CMO, or founder using AI to scale without sacrificing intelligence, creativity, and judgment.

Chapters:

00:00:00 - Kickoff & A Powerful Shoutout to Steve Sims
00:02:21 - AI in Marketing: Game-Changer or Risk?
00:04:26 - When AI Fails: A Shocking Case Study
00:08:06 - Critical Thinking vs AI: Who Wins?
00:13:24 - Smart Fixes & What’s Next for Teams
00:25:52 - Final Takeaways & Must-Have Resources

LINKS AND RESOURCES:

Get Your Marketing Performance IndicatorsTM Checklist Now!
Get Your nCAC Calculator Now!
Get Your nCAC Calculator Now!
Make Data Driven Marketing Decisions with Confidence
The AI-Driven Leader: Harnessing AI to Make Faster, Smarter Decisions
Go for Stupid: The Art of Achieving Ridiculous Goals
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

7 Secrets to Explode Your Profits with Upselling

Tue, 22 Jul 2025 07:00:00 -0400

Ralph Burns and Lauren Petrullo reveal seven proven upselling strategies to dramatically boost your new average order value (NAOV) and customer lifetime value (LTV). Using real examples from the beauty, CPG, and supplement industries, they break down how to effectively implement pre-purchase, mid-purchase, and post-purchase upsells—including bundling, subscribe-and-save options, thank-you page offers, and value-driven incentives—without disrupting the customer journey. You'll learn how brands like Amazon, Apple, and Dollar Shave Club use upsells to increase profits by 35% or more, and how to apply these same tactics to your business in time for Q4. Whether you're an e-commerce operator, digital marketer, or service provider, this episode is your upsell playbook for adding more value, converting smarter, and scaling revenue fast—all without selling “a bunch of crap.

Chapters:

00:00:00 - Welcome to Perpetual Traffic: Let’s Talk Profit
00:00:26 - What Is nAOV and Why It Changes Everything
00:01:47 - Q4 is Coming—Are Your Nets Fixed?
00:04:45 - Unlock More Revenue with Strategic Upsells
00:04:55 - The Cross-Sell vs. Upsell Showdown
00:06:17 - Real Upsell Examples That Actually Work
00:15:38 - Why Subscription Upsells Are Profit Goldmines
00:19:51 - Incentives That Get Customers to Say “Yes!”
00:21:22 - Beauty Brand Deep Dive: Mascara That Converts
00:22:14 - What Makes a Great Cross-Sell Strategy?
00:22:56 - Bundles That Boost AOV Instantly
00:23:42 - High-Impact Upsell Techniques You Can Steal
00:24:47 - Overcoming Common Upsell Roadblocks
00:26:06 - Inside Tier 11’s Client Wins
00:28:12 - Use Popups for Pre-Cart Upsells? Yes—Here’s How
00:34:22 - The Art of Post-Purchase Upselling
00:38:30 - Final Takeaways to Maximize Your Profit

LINKS AND RESOURCES:

Marketing Performance Indicators Checklist
New Customer Acquisition Cost Calculator
Get Your nCAC Calculator Now
Tier 11 DataSuite
5 Forces
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Maximize Your Profits with These 6 Brilliant Cross-Sell Plays

Fri, 18 Jul 2025 07:00:00 -0400

Ralph Burns and Lauren Petrullo unpack 6 brilliant cross-sell plays designed to immediately lift your new Average Order Value (nAOV) in this masterclass on post-purchase optimization. Ralph and Lauren break down how to implement cross-sells that convert, define essential metrics like NCAC and nAOV, and share real-world tactics currently in use at Tier 11. If you’re focused on maximizing customer LTV and dialing in your funnel economics, this episode delivers the actionable framework you’ve been looking for.

Chapters:

00:00:00 - Ready to Raise Profits? Let’s Go
00:00:56 - What Is nAOV and Why It Matters
00:02:54 - Why Most Marketers Miss This Metric
00:06:11 - Cross-Sells That Print Cash
00:08:39 - Real Wins from Real Brands
00:11:20 - Keep Customers Buying Again and Again
00:16:59 - The Showdown: Cross-Sell vs. Upsell
00:18:45 - 6 Power Plays to Boost nAOV
00:18:48 - How to Pick & Price Like a Pro
00:27:10 - Perfect Timing for Maximum Conversions
00:29:36 - Test, Learn, Optimize, Repeat
00:31:55 - Go Use This – Start Today

LINKS AND RESOURCES:

Get Your Marketing Performance IndicatorsTM Checklist Now!
Get Your nCAC Calculator Now!
make data driven marketing decisions with confidence
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

[Case Study]: 628 Personal Injury Law Signed Cases in 9 Months - Part 2 (Replay)

Tue, 15 Jul 2025 07:00:00 -0400

In this episode of Perpetual Traffic, Ralph and Kasim visit part 2 of a case study of a successful digital marketing campaign for a personal injury law firm. They emphasize the importance of emotive copywriting, a prominent phone number, and urgent call to action to boost conversions. Utilizing authentic user-generated content (UGC) relevant to the target audience is also highlighted. The hosts stress simplicity in advertising, understanding the target audience, and crafting resonant messaging. They delve into traffic harmonization, employing multiple platforms and targeting strategies for maximum ad effectiveness. Listeners are provided with specific examples and timestamps, facilitating easy application of these concepts to their own digital marketing efforts.

Chapters:

00:00:00 - Welcome to Perpetual Traffic
00:00:02 - The Case Study That Changed Everything
00:01:44 - Unveiling Creative Strategies: Steps 3 and 4
00:02:11 - Unlocking the Power of Avatars and Messaging
00:04:44 - Tailored Strategies for Each Platform
00:08:56 - Inside the Creative Lab: Game-Changing Insights
00:17:05 - Mastering Landing Page Optimization for Maximum Impact
00:21:51 - How We Achieved Results: The Full Story
00:23:36 - Wrapping Up: Final Thoughts and Your Next Step

LINKS AND RESOURCES:

Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

[Case Study]: 628 Personal Injury Law Signed Cases in 9 Months (Replay)

Fri, 11 Jul 2025 07:00:00 -0400

In this must-listen rebroadcast, Ralph Burns and Kasim Aslam break down a game-changing case study that reveals how combining Google’s deep data insights with Meta’s evolving ad algorithm can slash your cost per signed case to under $2,000 — a gold standard in personal injury law. Ralph and Kasim share how Tier 11’s refined Conversion Engine taps into Google’s 72 million (or more) data points to pinpoint high-intent leads at exactly the right moment. Even if you’re not in PI law, you’ll discover a tactical blueprint for blending paid search and social ads to secure more of your dream clients — while future-proofing your marketing against shifting ad platforms.

Chapters:

00:00:00 - Kickoff & Why This Episode Matters
00:00:37 - What Makes This Case Study a Game-Changer
00:02:13 - Winning Ad Tactics & Eye-Opening Results
00:05:34 - Behind the Scenes: How It Really Worked
00:11:28 - Roadblocks We Hit & How We Crushed Them
00:20:07 - How We Tracked Every Dollar Like a Hawk
00:23:07 - Cracking CPA: Real Estate Edition
00:24:36 - Why Data Tracking Can Make or Break Your Growth
00:27:36 - Tapping Into Google’s Goldmine for PI Law Wins
00:32:36 - Secret Sauce: Offline Conversions that Scale
00:40:34 - Big Takeaways & How to Use This in Any Industry

LINKS AND RESOURCES:

Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

The #1 Metric That Will Completely Transform Your Business’s Bottom Line

Tue, 08 Jul 2025 11:00:00 -0400

In this special crossover episode, Ralph Burns takes the hot seat outside of Perpetual Traffic — guesting on the Cashflow Kings podcast with hosts Scott Brandley and DJ Sprague. Together they break down why your NCAC (New Customer Acquisition Cost) is the single most overlooked but mission-critical number in your business. Ralph explains how top e-commerce CEOs and growth marketers win by outspending the competition profitably, why so many 8-figure brands still get this wrong, and how you can finally tie NCAC to real revenue growth. If you want to scale smarter and protect your margins, don’t miss this behind-the-scenes look at Ralph’s playbook for dominating your market.

Chapters:

00:00:00 - Welcome to Perpetual Traffic: Let’s Dive In
00:00:16 - Meet Cashflow Kings: The Conversation Begins
00:00:56 - Why Customer Acquisition Cost Will Make or Break You
00:03:59 - Who’s Here: Ralph Burns Joins the Kings
00:04:58 - NCAC Explained: The Secret Metric for Growth
00:08:55 - How to Find Your NCAC Without Guessing
00:30:06 - The Real Math: Calculating Net Acquisition Cost
00:30:37 - Hidden Costs: Don’t Forget Your Ops Expenses
00:31:37 - Set Smart Profit Margins & Win on CAC
00:32:20 - Proven Tactics to Drive NAC Down
00:34:35 - Protecting Profits: Why Margins Matter More Than Ever
00:37:54 - How to Lift AOV Without Adding Friction
00:45:01 - Bundles & Irresistible Offers That Sell Themselves
00:48:37 - Ralph’s Final Word: The Million Dollar Takeaway

LINKS AND RESOURCES:

Get Your nCAC Calculator Now!: https://www.tiereleven.com/ncac
Cashflow Kings on Facebook: https://www.facebook.com/cashflowkingspodcast
Shopper Approved: https://www.shopperapproved.com/
make data driven marketing decisions with confidence: https://www.tiereleven.com/what-we-do/data-suite
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Defeat The New Google AI Max Landing Page Doomsday with Val Riley

Fri, 04 Jul 2025 07:00:00 -0400

In this episode of Perpetual Traffic, Ralph and Lauren are joined by Val Riley, Vice President of Marketing and Strategy at Unbounce, to tackle the latest disruptions in Google Ads' AI Max landing page requirements. As AI continues to reshape digital marketing, these changes could significantly impact how you design and optimize landing pages for Google Ads. This episode dives deep into practical strategies and insights to adapt to the new landscape and overcome the challenges presented by these updates.

Chapters:

00:00:00 - Kicking Off the Perpetual Traffic Podcast
00:01:56 - Meet Today’s Game-Changer: Val Riley from Unbounce
00:02:41 - Val Riley’s Path to Unbounce: From Start-Up to Industry Leader
00:04:17 - Google’s Hidden Updates: What You Need to Know
00:06:43 - Why User Experience is the Secret Sauce in Ad Success
00:08:09 - Supercharging Ad Performance with AI Max
00:17:26 - Crafting Landing Pages That Drive E-commerce Success
00:25:06 - Unlocking the Power of Custom Templates for Agencies
00:25:40 - E-commerce Landing Page Templates You’ll Love
00:28:12 - Mastering Cross-Selling: Smart Strategies for More Sales
00:29:17 - Proven Tactics to Maximize Conversions on Your Landing Pages
00:34:30 - Winning Marketing Strategies to Stay Ahead of the Competition
00:38:01 - Dive Into Unbounce’s Best Templates and Categories
00:40:42 - Wrapping Up: The Key Takeaways You Can't Miss

LINKS AND RESOURCES:

Deliver the most relevant ad across surfaces
Episode 707: Decode Google’s New Diabolical Landing Page Changes with Tas Bober
Val on LinkedIn
Unbounce on LinkedIn
Landing Pages and Templates
Oli Gardner Unbounce videos
Tier 11 Data Suite
SUPERCHARGE YOUR MARKETING ROI
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

The 1 Stunning Hack We Used to 3X Our Spanish YouTube Subs in 30 Days

Tue, 01 Jul 2025 04:00:00 -0400

Ralph and Lauren break down the exact Most Valuable Activity (MVA) method that helped them triple their Spanish YouTube subscribers in just 30 days — without spending more on ads. From behind-the-scenes bloopers to real talk on Gen Z team management and daily goal setting, they reveal how a simple shift in focus can transform your channel growth. Tune in for tactical steps and raw insights you can implement today to scale faster with the same resources.

Chapters:

00:00:00 - Kickoff: Meet Ralph & Lauren
00:00:47 - Unlocking MVAs: Your Secret Growth Lever
00:01:22 - Millennials & Gen Z: Challenge or Cheat Code?
00:06:38 - Real-Life Win: 3X Spanish YouTube Subs
00:08:49 - Bring MVAs to Life in Your Team
00:15:36 - Daily Check-Ins: The Performance Edge
00:27:53 - Big Takeaways & Action Steps

LINKS AND RESOURCES:

Perpetual Traffic in Spanish
SUPERCHARGE YOUR MARKETING ROI
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

9.7X MER in 2 Months: Meta Advantage+ Case Study Pt. 2

Fri, 27 Jun 2025 07:00:00 -0400

Ralph and John return to the "performance kitchen" to unpack a radical shift in digital advertising strategy. Discover why ungated webinar content, pre-click education, and native storytelling inside ad sets are outperforming traditional funnel tactics. John breaks down how a $120 glove brand scaled with a sub-$20 CPA—without touching the campaign for over a month—and why Meta's Andromeda update is forcing advertisers to master content, not just structure. If you're still gating your best material, you're already behind. This is the future of Meta ads—and it starts with feeding the feed, not the funnel.

Chapters:

00:00:00 - Inside the Perpetual Traffic Machine
00:00:09 - What’s Cooking in the Ad Lab Today
00:00:38 - Why One Ad Style Won’t Cut It
00:01:26 - Meta’s AI Is Now Selling for You
00:02:28 - Your New Ad Grid Game Plan
00:04:37 - Welcome to the Performance Kitchen
00:06:09 - Andromeda Changed Everything—Here’s How
00:10:21 - This Glove Ad Crushed It
00:17:34 - Pre-Click Education = More Conversions
00:19:51 - Turn Old Content into Ad Gold
00:21:16 - Gated Content Is Killing Your Ads
00:23:34 - Ads That Educate, Ads That Convert
00:29:53 - Do Media Buyers Still Matter?
00:32:58 - Scale Smart: One Campaign, No Tweaks
00:39:33 - What’s Next in the Ad Evolution?

LINKS AND RESOURCES:

Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Why You’re Onboarding Your Leads Wrong and What To Do About It

Tue, 24 Jun 2025 07:00:00 -0400

Lauren Petrullo, founder of Mongoose Media, dives deep into her revolutionary "Email Triage" strategy—an AI-enhanced approach to onboarding emails that radically departs from stale templates. Learn how she reengineers the traditional 5–14 email sequences into dynamic, ultra-relevant pathways that scale personalization without sacrificing automation. Whether you're running an eComm brand, SaaS startup, or B2B agency, this episode will challenge how you welcome leads and redefine your first impression. Tune in to discover how relevancy rules, and why your welcome email might just be your most powerful sales tool yet.

Chapters:

00:00:00 - Kicking Off with Lauren’s Takeover of Perpetual Traffic
00:00:41 - Why “Email Triage” Will Change Everything You Know About Onboarding
00:02:27 - The Secret Sauce: Why Relevancy Beats Automation Every Time
00:05:10 - Turning Cold Leads into Superfans with Personalized Sequences
00:07:27 - What Happens When They Ghost You? Unsubscribes Done Right
00:10:05 - Don’t Miss This: How to Wow Returning Customers from Email #1
00:12:13 - Spotting the Serial Sign-Uppers — And Winning Them Back
00:18:06 - Desktops vs. Mobile: How Device Data Powers Smarter Emails
00:19:55 - Level-Up Time: Inside the Most Advanced Triage Tactics We Use
00:21:34 - Crafting Hyper-Personalized Journeys at Scale
00:21:59 - “Proof of Life” Emails: The Oddly Effective Trigger You’re Ignoring
00:23:44 - Beyond the Inbox: Why SMS + Email = Maximum Engagement
00:27:13 - Boosting Open and Click Rates Without a Subject Line Trick
00:35:03 - They’re Not Clicking — Now What? Ninja Moves for Dead Leads
00:40:47 - Wrapping with a Challenge: Rethink Your Email Game & Join the Community

LINKS AND RESOURCES:

Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Decode Google’s New Diabolical Landing Page Changes with Tas Bober

Fri, 20 Jun 2025 04:00:00 -0400

Are your B2B ads mysteriously tanking on Google? In this explosive episode, Ralph and Lauren sit down with landing page expert Tas Bober, founder of The Scroll Lab by Delphinium, to unpack Google’s stealth February 2025 landing page compliance update—a change that’s silently sabotaging paid traffic across the board. Tas reveals how Google’s AI is now judging your UX with teacher-level scrutiny, how rage scrolling signals are reshaping campaign performance, and why navigation and anchor links are now critical for survival. You'll learn how to fix ad-to-landing page misalignment, boost conversion with smart layout shifts, and adopt “consumption rate optimization” as your new metric for success. Packed with anchor nav hacks and a case study showing a 265% lift in purchases, this episode is your no-BS blueprint for keeping your B2B funnel Google-proof.

Chapters:

00:00:00 - Kicking Things Off on Perpetual Traffic
00:00:22 - What Our Listeners Are Saying
00:02:04 - Meet Tas Bober: The Landing Page Strategist
00:02:45 - The Google Update No One Saw Coming
00:04:42 - Why Relevance and UX Now Rule Ads
00:07:00 - What Makes a Landing Page Actually Work
00:09:16 - Ignore Google's Changes? Here's What Happens
00:13:57 - Smart Ways to Build Pages That Convert
00:19:13 - Picking the Right Tools for the Job
00:21:33 - What This Google Update Really Means
00:22:10 - How to Stay Google-Compliant in 2025
00:27:09 - Crushing Objections Before the Sales Call
00:29:01 - Why Relevance Is Your Ultimate Differentiator
00:35:25 - Personalization + Dynamic Pages = Scalable Wins
00:38:57 - The 4 Core Pages Every B2B Brand Needs
00:42:08 - Final Takeaways and Where to Learn More

LINKS AND RESOURCES:

Act on Google's Update
Tas's Google Article
Tas Bober on LinkedIn
The Scroll Lab
make data driven marketing decisions with confidence
The 5 Forces System
SUPERCHARGE YOUR MARKETING ROI
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

The Muddled Attribution Puzzle Solved: Scott Desgrosseilliers’ 5 Forces

Tue, 17 Jun 2025 07:00:00 -0400

Ralph and Lauren welcome back Scott Desgrosseilliers, CEO of Wicked Reports, to dive into the biggest frustrations plaguing marketers today: accurate attribution. Scott unveils his brand-new “5 Forces” framework, a methodology born out of frustration, testing, and maybe a little time on the toilet—but designed to help marketers and entrepreneurs unlock hidden revenue from their existing data. You’ll learn why most attribution models fail, what metrics actually drive profits, and how to stop flying blind in your media buying decisions. If you’re running multi-million dollar ad spends or just looking to scale smarter, this episode delivers real-world strategies you can implement today.

Chapters:

00:00:00 - Kicking Off with Ralph, Lauren, and a Dash of Chaos
00:00:25 - Pandemic Flashbacks and Entrepreneurial Resilience
00:03:33 - Why Most Marketers Are Still Struggling with Attribution
00:05:05 - The Wild Origin Story of the Five Forces Framework
00:08:17 - Breaking Down the Five Forces That Will Transform Your Ad Game
00:24:04 - How Long Should You Wait to See Real Marketing Results?
00:28:35 - Lifecycle Marketing: Unlocking Hidden Growth in Your Funnel
00:28:59 - Setting Sales Benchmarks That Actually Mean Something
00:29:52 - What Most Marketers Forget to Factor In (That Could Kill ROAS)
00:31:56 - Decision Logs: The Secret Weapon for Smarter Ad Budgets
00:37:49 - Tweaking Traffic, Budget, and Creative for Maximum Impact
00:43:23 - Not All Customers Are Created Equal—Here’s Why That Matters
00:46:21 - Final Thoughts: Why the Five Forces Aren’t Just Theory

LINKS AND RESOURCES:

Unlock Marketing Clarity with The 5 Forces System
Tier 11 Data Suite
5 Forces AI
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Killer Meta Advantage+ Case Study: 1 Campaign, 1 Ad set, 50 Ads…Whaa?

Fri, 13 Jun 2025 07:00:00 -0400

Meta Ads are evolving—and if you’re still clinging to Advantage+ Shopping campaigns, you’re already behind. In this high-impact episode, Ralph Burns and John Moran pull back the curtain on their $4M+ test using Meta’s new Advantage+ Sales Campaigns, breaking down what’s working right now in the face of Meta’s June 25th switchover. You’ll hear why "one campaign, one ad set, 50 ads" is more than just a tactic—it’s the future. Whether you’re running a low-volume brand or managing high-ticket spends, this episode is your tactical field guide to staying ahead of Meta’s automation curve. Plus, discover how John’s 3-month test is outperforming traditional structures—and how you can apply it today.

Chapters:

00:00:00 - Kicking Things Off (and Yep, Ralph Has COVID)
00:00:34 - Why This Episode Might Just Blow Your Mind
00:00:51 - The Underdog Ad Account That Surprised Everyone
00:01:20 - What You Really Need to Know About Advantage+ Sales
00:02:02 - Meta's Big Shift: Are You Ahead of the Curve?
00:03:36 - Enter John Moran: The Ad Scientist in Flannel
00:05:32 - The Death of Advantage+ Shopping (and What’s Replacing It)
00:07:09 - The $4M Test: Here’s What Actually Worked
00:13:59 - Cracking the Code on Creative + Targeting Combos
00:21:02 - Scaling Smart: What the Data’s REALLY Telling Us
00:31:48 - Raw, Real, and Revolutionary Marketing Tactics
00:32:49 - The Feeder Strategy: Turning Cold Leads into Cash
00:33:44 - Ask Us Anything: Let’s Get Tactical
00:34:01 - What the Heck Is "Vibe Marketing"? (And Why It Matters)
00:35:22 - Why Creative Isn’t Just King — It’s the Whole Kingdom
00:39:48 - Plug-and-Play Tactics for Ecomm, SaaS, and Beyond
00:46:40 - Campaign Surgery: What to Fix, What to Ditch
00:59:54 - Wrap-Up, Resources, and What to Do Next

LINKS AND RESOURCES:

Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

(Replay) 5 AI video tools you can’t live without with Ian Garlic

Tue, 10 Jun 2025 07:00:00 -0400

Ralph Burns and Lauren Petrullo sit down with online video storytelling expert Ian Garlic to unpack the collision of artificial intelligence and video marketing. Broadcasting from the legendary Casa de Garlic, they dive into how AI is reshaping content creation—and the critical difference between smart augmentation and soulless automation. Ian shares insider tools, real-world use cases (including a wild Florida Bar AI debacle), and a framework for scaling video that connects, converts, and ranks. From Descript to Airtable to human intuition, this episode is a must-listen for marketers navigating the noisy world of AI-generated everything.

Chapters:

00:00:00 - Welcome to the Perpetual Traffic Podcast
00:00:35 - The Wild Rise of AI in Video Content
00:02:04 - Is Human Video Dead? The Future of AI Creation
00:03:11 - When AI Hallucinates: Risks, Ethics, and Epic Fails
00:05:31 - SEO Flashbacks and What AI is About to Break
00:11:30 - Behind the Curtain: AI Tools That Actually Work
00:12:33 - Turning Prompts Into Profit: Smarter Content With AI
00:14:28 - Airtable Hacks That Supercharge Your Workflow
00:16:42 - Why AI Alone Will Tank Your Audience Targeting
00:17:20 - Human Touch vs. AI Logic: Striking the Right Balance
00:18:17 - CMOs, Here’s Where AI in Marketing is Headed Next
00:19:59 - How Pro Editors Use AI Without Losing the Plot
00:22:08 - Um, Wait—Do Imperfections Build Trust?
00:24:15 - Jungle Stories, Tall Hair, and Total Authenticity
00:26:30 - Final Takeaways, Laughs, and Where to Find Ian

LINKS AND RESOURCES:

Video Case Story
Connect with Ian on LinkedIn
YouTube: Video Case Story
Tier 11 on YouTube
Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

(Replay) How to Use Video to Sell Stuff….The Right Way with Ian Garlic

Fri, 06 Jun 2025 04:00:00 -0400

Ralph and Lauren sit down with Ian Garlic, the founder of Video Case Story, to uncover the most effective ways to use video for sales. While most brands flood social media with endless content, Ian reveals why simply creating more video isn’t enough. Instead, he shares a strategic approach to video marketing—one that moves prospects seamlessly from awareness to purchase without relying on traditional ad clicks. Whether you’re struggling with attribution, unsure if your video efforts are paying off, or looking for a smarter way to use customer testimonials, this episode delivers the insights you need to turn video into your most powerful sales tool.

Chapters:

00:00:00 - Kicking Off Perpetual Traffic: Why Video is the Future of Sales
00:00:39 - Meet Ian Garlic: The Mastermind Behind High-Converting Videos
00:01:10 - The Secret to Using Video to Drive More Sales
00:02:58 - Mapping Your Customer’s Journey for Maximum Conversions
00:03:28 - AI, Marketing, and Sales: The Game-Changing Connection
00:04:46 - The Truth About Creating Videos That Actually Work
00:07:10 - How to Use YouTube to Explode Your Business Growth
00:08:35 - Turning Your Sales Funnel into a Conversion Machine with Video
00:17:53 - Why Most Businesses Ignore Post-Purchase Engagement (And Why It’s a Huge Mistake)
00:22:28 - The Power of Fear in Marketing and How to Use It Ethically
00:23:16 - The Four Must-Have Videos Every Business Needs
00:23:58 - The Hidden Conversion Leaks Costing You Sales
00:24:05 - The Perpetual Traffic Formula for Video Success
00:24:14 - How to Craft Video Case Stories That Sell for You
00:25:05 - Where Video Fits Into Your Sales Funnel for Maximum Impact
00:27:00 - Why FAQs and Process Videos Are Secret Sales Weapons
00:35:40 - The Ugly Truth About Most Sales Funnels (And How to Fix Yours)
00:40:02 - Final Takeaways and Where to Learn More

LINKS AND RESOURCES:

Video Case Story
Connect with Ian on LinkedIn
YouTube: Video Case Story
Tier 11 on YouTube
Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

3 Astonishing Ways Tier 11 Is Using AI Right Now

Tue, 03 Jun 2025 07:00:00 -0400

Ralph Burns takes you inside a real Tier 11 agency call to reveal three groundbreaking ways his team is leveraging AI to supercharge Meta and Google ad accounts, streamline client reporting, and fast-track campaign buildouts. From using ChatGPT to rapidly generate Google Ads copy and keyword suggestions to integrating AI into agency-wide reporting frameworks, this episode delivers real, tactical insights you can implement right away. Stick around for the bonus AI method at the end — a client reporting trick that’s not just effective, it’s shockingly simple.

If you're a media buyer, internal marketing lead, or agency owner looking for a competitive edge using AI, this is a must-listen.

Chapters:

00:00:00 – Dive Into Perpetual Traffic: AI Secrets Start Now
00:00:25 – Unlocking the Future: How Tier 11 Uses AI to Scale Smarter
00:02:00 – “Quick & Dirty” Google Ads? Watch ChatGPT Build It in Real-Time
00:07:48 – Imagery That Sells: How the Creative Team Taps AI for Visual Gold
00:09:09 – Turning Strategy Into Scale: Meet the Custom GPTs Behind the Campaigns
00:14:08 – Numbers Don’t Lie: Using AI to Decode Client Data Like a Pro
00:15:09 – AI Builds a Killer Careers Page? Yep, It Just Happened
00:22:01 – The Bonus Hack + What This Means for Your Next Campaign

LINKS AND RESOURCES:

Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Decoding Meta AI: What Llama and Their NEW App Mean for You

Fri, 30 May 2025 07:00:00 -0400

Ralph and Lauren dive deep into the evolving role of AI within Meta’s ecosystem—particularly focusing on the implications of Meta’s $65 billion AI investment and the practical rollout of Llama and Meta’s in-app AI assistant. Lauren reports live from Virginia, where she’s attending a Congressional discussion on AI’s impact on small businesses, bringing front-line insights straight to Perpetual Traffic listeners. From personalized Meta AI chats in WhatsApp to the transformative potential for small business owners and media buyers, this episode unpacks where AI is heading—and how you can get ahead of it before your competition does. Expect real-world application, future-facing predictions, and a few bowling pins dropped in the name of progress.

Chapters:

00:00:00 - Kicking Off with Ralph & Lauren
00:00:35 - Lauren Goes Bowling… On-Air
00:01:29 - Behind Closed Doors: Congress Talks AI
00:02:24 - Meta Drops $65B on AI
00:02:48 - AI That Actually Knows You
00:05:00 - When Meta Becomes Your Therapist
00:05:37 - Hacking Personal Growth with AI
00:13:38 - Inside Meta’s AI App Secrets
00:17:24 - Writing Prompts That Get Results
00:29:44 - AI Meets Ads Manager: What’s Coming
00:30:04 - Wrap-Up + What's Next on PT

LINKS AND RESOURCES:

Llama 4: Leading intelligence.
Meta AI
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

The Least Sexy Task in Marketing You Must Do Now!

Tue, 27 May 2025 07:00:00 -0400

Ralph Burns and Lauren Petrullo dive into the “ugly duckling” of digital advertising: tracking. Lauren reveals her own messy Meta event setup and why that mistake—yes, even from a pro—could be sabotaging your campaigns. Learn why placing a pixel isn’t enough, what event match quality (EMQ) really tells Meta, and how CAPI fixes data loss issues caused by browser-side limitations. This is Part 1 of a 3-part tracking mini-series... and it starts with full transparency and a touch of public flogging.

Chapters:

00:00:00 - Cracking Open the Perpetual Traffic Vault
00:01:31 - Why Bad Tracking Kills Great Marketing
00:02:58 - Meta's Bold AI Vision (and Why It Matters)
00:04:47 - The Data Black Hole of Flexible Ads
00:06:53 - From Pixels to Prediction: How Ad Networks Evolved
00:10:57 - Your Official Invite to the 3-Part Tracking Overhaul
00:14:28 - How to Set Up Tracking Without Breaking Your Brain
00:15:53 - Which Data Source Should You Actually Trust?
00:15:59 - The Truth About Pixel vs. Dataset IDs
00:17:04 - Don’t Just Place Events—Place Them with Purpose
00:17:27 - Next-Level Pixel Installs (That Don’t Break Your Site)
00:23:44 - What Your EMQ Score Is Really Telling Meta
00:25:05 - The Showdown: Browser Events vs. CAPI
00:28:48 - Fix Your Errors Before They Cost You More
00:30:01 - Wrapping Up... and What’s Coming Next

LINKS AND RESOURCES:

About standard and custom website events
Specifications for Meta Pixel standard events
About the flexible ad format
Get Your nCAC Calculator Now!
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Beauty & Wellness Creative Domination: The 3-Step Formula

Fri, 23 May 2025 07:00:00 -0400

Ralph Burns welcomes back creative powerhouse Lauren Schwartz, Paid Media Creative Expert and founder of The Loft 325. Together, they break down the 3-Step Creative Formula that’s generating massive results for beauty and wellness brands in a hyper-competitive ad landscape. Lauren reveals how to audit creative, identify conversion gaps, and scale customer acquisition using a proven process. Whether you manage seven-figure accounts or are just getting started, this episode offers actionable advice rooted in real-world campaign wins.

Chapters:

00:00:00 - Kicking Off the Beauty Domination Series
00:00:29 - Why Beauty Brands Need This Now
00:00:55 - Creative: Your Brand’s Secret Weapon
00:02:23 - What Clients Get Wrong (and Right)
00:03:56 - The Formula Behind Winning Creatives
00:07:05 - Is Your Brand Speaking Consistently?
00:10:29 - Where Social + Paid Ads Fall Apart
00:21:00 - Inventory Meets Identity: Your Hidden Advantage
00:21:37 - How to Fix Your Creative Library
00:22:39 - Are Your Ads and Socials Aligned?
00:25:24 - Mobile First? Or Mobile Failing?
00:28:05 - Where Your Ad Strategy is Leaking Money
00:31:14 - Find the Frizz: Pain Points That Convert
00:36:27 - Don’t Just Sell — Stand Out
00:39:46 - Final Takeaways to Win With Creative

LINKS AND RESOURCES:

ACTUAL Data Driven Creative
Scale Your Beauty Brand Without Wasted Spend
OCOA Beauty
OCOA Beauty on Instagram
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

[Case Study]: 5 Steps to High-Converting On-Brand Beauty & Wellness Ads

Tue, 20 May 2025 07:00:00 -0400

Ralph Burns and Lauren Schwartz return for the third installment of the Beauty Brand Scaling Series—and it’s their most tactical one yet. They pull back the curtain on the exact creative strategies that consistently scale 7- and 8-figure beauty brands. You’ll hear how brands fall into the trap of choosing aesthetics over performance—and why that’s costing them real revenue. Ralph breaks down why creative is the biggest gear in Tier 11’s conversion engine, while Lauren shares how their system blends brand consistency with ROI-driven ad execution. This isn’t theory—it’s the framework that’s actively transforming campaigns right now. If you’re in beauty, ecommerce, or just hungry for creative that actually converts, this episode is your blueprint.

Chapters:

00:00:00 – Kicking Things Off: Why This Episode Will Shift Your Beauty Brand Mindset
00:00:46 – Meet the Creative Powerhouse Behind the Beauty Scaling Breakthrough
00:01:09 – Why Creative Isn’t Just Important—It’s the Core of Media Buying Success
00:02:04 – Beauty Brands Are Struggling… Here’s What They’re Doing Wrong
00:05:42 – How One Beauty Brand Went from 'Pretty' to Profitable
00:07:54 – Are Your Ads Speaking to Real Pain Points or Just Looking Cute?
00:17:53 – Cracking the Code for Curly Hair: One Creative Doesn’t Fit All
00:20:34 – Want Better Ads? Start by Knowing What Your Customer Hates
00:21:25 – Stop Guessing—Here’s How Winning Creatives Actually Evolve
00:22:40 – The Creator Choice That Can Make or Break Your Brand’s Trust
00:24:04 – Before & After That Converts: The Secret to Visual Storytelling
00:26:08 – Text Overlays & Proof: The Subtle Art of Scrolling-Stopping Credibility
00:33:17 – If Your Website Doesn’t Convert, Your Ads Are Wasted—Here’s the Fix
00:37:26 – Wrap Up: What This Case Study Reveals About Scaling Smart in 2025

LINKS AND RESOURCES:

ACTUAL Data Driven Creative
Scale Your Beauty Brand Without Wasted Spend
Bellissima
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

[Breaking]: How to Test (& De-Dupe) Meta Advantage+ Campaigns with 100% Accuracy

Fri, 16 May 2025 07:00:00 -0400

In this special Tier 11 lab episode, Ralph Burns and John Moran pull back the curtain on a powerful new Meta ad tactic: the CAPI import strategy. Learn how to eliminate costly data duplication, master new customer acquisition cost (NCAC) tracking by individual SKU, and scale your Advantage+ campaigns using a two-ad-set system that blends testing and scaling. If you’re running Meta or Google Ads and want accurate reporting, optimized spend, and smarter campaign architecture, this is the episode to study.

Whether you're a CMO managing complex eComm portfolios or a media buyer navigating messy data, this one's packed with Tier 11's real-time breakthroughs—tested with their own money before hitting client campaigns.

Chapters:

00:00:00 - Dive Into the Latest from Perpetual Traffic
00:01:06 - Meet John Moran & the Game-Changing CAPI Import Shift
00:02:19 - Killing Duplicate Data: The Key to Smarter Ad Spend
00:04:09 - How Advantage+ and NAC Unlock Scalable Profits
00:07:11 - Inside the Lab: Strategy Shakeups and Bold Rebrands
00:09:22 - Real Ad Results: Behind-the-Scenes of a Meta Campaign Makeover
00:22:04 - Breaking Down Meta’s New Campaign Framework
00:34:19 - Creative Testing: What’s Actually Working Right Now
00:34:57 - Perry Belcher's Email Playbook That Still Prints Money
00:35:39 - The Secret Sauce: Layering Strategies for Maximum Impact
00:36:00 - Your Weekly Traffic Fix + Hot Seat Q&A Begins
00:37:30 - How to Capture Distressed Seller Leads (The Smart Way)
00:41:54 - Unlocking the Power of the Feeder Strategy
00:43:35 - Winning in High CPC Markets Without Burning Cash
00:46:16 - How Small Brands Can Dominate with Feeder & Meta
00:49:58 - YouTube Meets Demand Gen: The Feeder Funnel 2.0
00:58:51 - Cracking the Code on Standard Shopping Optimization
01:02:18 - Wrap-Up: Big Takeaways & What's Coming Next

LINKS AND RESOURCES:

About deduplication for Meta Pixel and Conversions API events
Matt Apps - Executive Producer
The MAJOR Meta Advantage+ Changes You Must Know
The Billionaires Club
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

What’s Working Now: Meta Andromeda Update, TikTok Shop Ads & Pornhub Ads?

Tue, 13 May 2025 07:00:00 -0400

Ralph and Lauren pull back the curtain on Meta’s latest Advantage+ transformation, powered by the underreported Andromeda algorithm. With Meta silently replacing manual campaign controls with full automation, the hosts dive into what this shift means for media buyers, business owners, and performance marketers. From breaking down Advantage+ Shopping's evolution to analyzing its strategic implications for ad spend and conversion optimization, Ralph and Lauren explain why understanding Meta’s AI is now mission-critical. If you're managing Meta ads in 2025, this episode is your wake-up call.

Chapters:

00:00:00 – Dive Into the Chaos: Welcome to the Professional Traffic Podcast
00:01:33 – The Truth About Meta’s Advantage+ and the Stealthy Andromeda Rollout
00:03:17 – Hot Takes: Our Raw Reactions to Meta’s Automated Future
00:05:28 – Meta’s $65 Billion Bet on AI—What It Really Means for Advertisers
00:07:42 – Tariffs, Tension & Traffic: Why It’s Time to Diversify Beyond Meta
00:11:41 – Beyond the Big Two: Alternative Ad Networks You Shouldn’t Ignore
00:17:30 – Snapchat Isn’t Dead: Surprising Wins and What the Data Shows
00:19:23 – TikTok’s Rise and the Platforms Quietly Dominating the Feed
00:21:00 – Dollars and Downloads: The Platforms Driving Real Economic Growth
00:21:09 – Threads is Blowing Up—Here’s What That Means for Marketers
00:22:03 – Personalized Ads That Don’t Suck: Cracking the Relevance Code
00:23:06 – Wait, Did We Just Say PornHub? The Untapped Traffic Opportunity
00:24:15 – Can Threads Deliver Ad Results? Here’s the Smart Way to Find Out
00:25:25 – TikTok’s Secret Superpower: B2B Lead Gen Done Right
00:30:02 – Lead Quality Over Quantity: How to Actually Score Buyers
00:31:07 – Mic Drop: Final Thoughts, Must-Know Takeaways, and Show Notes

LINKS AND RESOURCES:

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Selling Your Agency for $10M+: The Untold Obstacles Revealed with Chris Martinez

Fri, 09 May 2025 07:00:00 -0400

Ralph and Lauren sit down with Chris Martinez—founder of Bloom Partners and architect behind Agency Freedom Live—to expose what’s really wrong with the digital marketing agency space. With over a decade of experience, Chris shares hard-earned lessons on how bloated promises, shallow metrics, and lack of accountability are destroying agency reputations. If you're tired of BS and ready to scale your agency the right way—with real metrics and leadership that delivers—this episode is your roadmap. Discover how to stand out in a sea of scammers, earn client trust, and transform chaos into clarity.

Chapters:

00:00:00 – Kicking Off with Ralph & Lauren: You’re Not Gonna Want to Miss This One
00:01:17 – Meet Chris Martinez: The Agency Leader Disrupting the Status Quo
00:01:51 – Why Most Agencies Are Broken (And What Needs to Change Now)
00:06:12 – The Numbers That Actually Matter If You Want to Scale Profitably
00:11:58 – How to Stop Wearing Every Hat and Build a Real Team
00:13:46 – Losing Clients? Here's What That Really Says About Your Agency
00:17:57 – When Emotions Hijack Business: How to Lead with Data and Discipline
00:18:48 – The Brutal Truth About Underperformers on Your Team
00:20:24 – Don’t Skip This: The Power of Job Clarity and Measurable KPIs
00:21:12 – Want Accountability? It Starts at the Top (Yes, That Means You)
00:24:02 – Your Clients Aren’t Off the Hook: How to Hold Them Accountable Too
00:26:39 – How to Audit Your Business and Set Profit-Driven Goals
00:30:27 – Limited-Time Offer: How to Get Exclusive Access to Agency Freedom Live
00:33:42 – Final Mic Drop: What It Really Takes to Build a Scalable, Respected Agency

LINKS AND RESOURCES:

Agency Freedom Live
CALLING ALL 7-Figure MARKETING AGENCY OWNERS...
BLOOM
Get Your nCAC Calculator Now!
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

How To Tariff-Proof Your Beauty & Wellness Brand with Lauren Schwartz

Tue, 06 May 2025 07:00:00 -0400

Ralph is joined by Lauren Schwartz, Head of Creative Strategy at Tier 11 and founder of The Loft 325, to dissect the pressing challenges facing beauty and wellness brands in 2025. From skyrocketing tariffs (up to 145%) to ever-tightening Meta ad restrictions, Lauren shares how smart brands are adapting—using compliant creative strategies that still drive conversions. You’ll hear how to future-proof your product messaging, the hidden costs every marketer should be aware of, and the exact tactics that Tier 11 uses to scale through chaos. Whether you’re running a 7-figure wellness brand or looking to enter the space, this episode delivers punchy, practical advice to keep your pipeline flowing despite the hurdles.

Chapters:

00:00:00 - Ralph Kicks Things Off: Welcome to the Wild World of Marketing
00:00:24 - What’s Hot Right Now: Why This Series Matters More Than Ever
00:01:26 - Tariff Shockwaves: How 145% Price Hikes Are Reshaping the Industry
00:05:22 - Turning Pain into Profit: Creative That Wins in a Crisis
00:08:57 - Founder-Led Content: Raw, Real, and Ridiculously Effective
00:19:05 - The Art of the Hold: Smart Retention Tactics That Actually Work
00:23:31 - Wrap-Up: Big Takeaways and Why This Matters to Your Bottom Line

LINKS AND RESOURCES:

Scale Your Beauty Brand Without Wasted Spend
ACTUAL Data Driven Creative
Get Your nCAC Calculator Now!
US-China Trade War Tariffs: An Up-to-Date Chart
How US tariffs would hit beauty
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

How Meta Ads Are Changing Forever: Advantage+ & cAPI Subterfuge REVEALED!

Fri, 02 May 2025 07:00:00 -0400

Ralph Burns and John Moran, the Perpetual Traffic team unpacks the massive Meta ad platform changes now affecting marketers globally. As Advantage+ campaigns edge out manual controls, Ralph and John expose what’s really going on under the hood—and what advertisers must do to adapt. With over $1 million in ad spend analyzed from their proprietary “lab,” you’ll get front-row insight into how Tier 11 is pivoting for better ROI using an unnamed—but highly effective—CAPI-based custom event system. If you’re a business owner, CMO, or media buyer navigating Meta’s new limitations, this episode is your tactical guide to staying ahead of the curve in 2025.

Chapters:

00:00:00 – Why This Meta Update Will Change Everything You Thought You Knew
00:00:58 – The Announcement That Shook Ad Agencies Worldwide
00:03:08 – John Moran’s Million-Dollar Test Lab Drops Game-Changing Intel
00:04:29 – The Secret Sauce: Merging Advantage+ with CAPI Like a Pro
00:05:28 – Meta Just Moved the Goalposts — Here’s What That Means for Your Sales
00:08:21 – If You're Still Running Ads the Old Way... You’re Already Losing
00:09:03 – What 7-Figure Testing Reveals About Meta’s Algorithmic Shift
00:11:05 – How AI + First-Party Data Are Quietly Rewriting the Rules of ROAS
00:15:57 – This CAPI Tactic Could Be the Attribution Fix You’ve Been Begging For
00:32:52 – Why Linear Data Flow Is Now the Backbone of Profitable Campaigns
00:33:11 – Miss This Tracking Detail? Say Goodbye to Scaling Cleanly
00:33:38 – The Disappearing Manual Button: What Meta Isn’t Telling You
00:34:34 – The New Blueprint for Building Future-Proof Campaigns
00:36:14 – Budget Allocation Tactics That Survive Meta’s Latest Chaos
00:37:02 – Audience Strategy 3.0: Custom Signals That Cut Through the Noise
00:51:07 – What Real Creative Testing Looks Like (Hint: It’s Not What You Think)
00:53:35 – Final Fire: Live Q&A, Rapid Tactics, and Ralph’s No-BS Advice

LINKS AND RESOURCES:

Episode 691: The MAJOR Meta Advantage+ Changes You Must Know
Meta Advantage + Breaking News! | Tier 11 Live! - EP037
Get Your nCAC Calculator Now!
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

How to Acquire New Customers Profitably Using The nCAC Calculator

Tue, 29 Apr 2025 07:00:00 -0400

Ralph Burns welcomes Nick Miller, the Head of Traffic at Tier 11, to unpack the most important metric you’re probably not tracking—nCAC (New Cost to Acquire a Customer). A former professional musician turned media buying maestro, Nick walks us through the evolution of the nCAC calculator, the metric’s massive impact on client results, and why ROAS is no longer king. You’ll hear the behind-the-scenes of how Tier 11’s top media buyers use this tool to optimize spend, scale smarter, and avoid misleading metrics. If you want a better way to judge your ad performance—and a free tool to do it—this is the episode for you.

Chapters:

00:00:00 - Kicking Off Another High-Impact Episode of Perpetual Traffic
00:01:10 - Meet Nick Miller: From Shredding Guitars to Scaling Brands
00:02:09 - Why the nCAC Calculator Will Transform Your Growth Strategy
00:03:48 - Breaking Free from ROAS: The Rise of Smarter Metrics
00:06:01 - Inside the nCAC Calculator: Your New Secret Weapon
00:11:41 - How to Actually Use the nCAC Calculator (Without Guesswork)
00:26:00 - Media Efficiency Ratio: The Overlooked Key to Profitability
00:26:57 - Crunching the Numbers: Step-by-Step nCAC Calculation
00:27:19 - How Paid Media Spend Impacts Your Bottom Line
00:29:57 - Unlocking Growth Through Lifetime Contribution Margin
00:30:54 - Why You Can’t Trust Ad Platforms at Face Value
00:32:02 - Building a Retention Strategy That Fuels Lifetime Value
00:32:51 - Scaling Smart: Where Profitability Meets Performance
00:41:08 - Crafting the Perfect Traffic Mix and Targeting Your nCAC
00:49:30 - Measuring Effective Cost Per New Visit (And Why It Matters)
00:50:54 - Wrapping Up: Your Action Plan to Acquire Customers Profitably

LINKS AND RESOURCES:

Get Your nCAC Calculator Now!
Past Episodes of Perpetual Traffic Featuring Nick Miller
Nick Miller on LinkedIn
Episode 687: [Premium Beauty & Wellness Case Study] How We Increased New Customers 73% & Sales 57% in Q1 2025!
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

The MAJOR Meta Advantage+ Changes You Must Know

Fri, 25 Apr 2025 07:00:00 -0400

Meta’s at it again—major changes are rolling out inside the ad platform, and if you're not adapting, you're already behind. In this fast-paced episode, Ralph Burns and Lauren Petrullo rip into the new developments around Advantage+ campaigns on Meta. No fluff, no filler—just hard-hitting insights on how the new algorithmic shift affects advertisers differently depending on their vertical, budget, and approach.

The duo breaks down what’s really changing inside Meta, why this isn’t just another temporary tweak, and how to adapt before it’s too late. Whether you manage multimillion-dollar campaigns or are just looking to optimize your ad spend, this is a tactical must-listen. Expect conversation on creative fatigue, campaign segmentation, broad targeting, and what "control" in Meta advertising actually means now.

Chapters:

00:00:00 – Kicking Things Off: What’s Really Happening Behind the Ads
00:00:49 – Meta Drops a Bombshell—Here’s What You Need to Know
00:02:18 – Is Advantage+ Your Friend or Foe? The Real Scoop Inside Ads Manager
00:05:17 – What These Changes Actually Mean for Your Ad Strategy
00:12:39 – Future-Proofing with Custom Conversions (Before It’s Too Late)
00:19:13 – Your Move: What Smart Advertisers Should Do Right Now

LINKS AND RESOURCES:

Get Your nCAC Calculator Now!
Maximize your campaign performance with AI.
About Advantage+ sales campaigns
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Stop Burnout Now: 5 Simple Health Tips for Marketers

Tue, 22 Apr 2025 07:00:00 -0400

Ralph and Lauren strip back the curtain on what it really takes to lead a high-growth business without losing your health in the process. From Ralph’s switch to veganism after two life-threatening heart events to Lauren’s obsession with Whoop and bio-tracking, they explore how personal wellness is the hidden lever behind sustainable business performance. You'll hear firsthand how metrics like HRV, sleep optimization, and even digital detoxes are giving these two agency founders a serious edge—and why ignoring your health could be your most expensive business mistake yet. If you're a data-driven leader ready to apply your marketing brain to your body, this episode is for you.

Chapters:

00:00:00 - Kicking Things Off: The Unfiltered Founder Energy
00:01:11 - What’s Bugging Us (And Why You Might Relate)
00:02:17 - Strapped In with Whoop: First Reactions from the Trenches
00:04:14 - Data Dumped: When Too Much Insight Gets Overwhelming
00:04:48 - From Wearable to Weapon: Turning Whoop into a Daily Edge
00:06:12 - Real Talk: Sleep Habits, Fire Alarms, and Founder Fatigue
00:09:12 - Let AI Run Your Health Like You Run Your Ads
00:15:34 - Would We Still Recommend Whoop? The Verdict
00:16:23 - Founder Fitness Tech: What’s Working and What’s Not
00:17:28 - Why Ralph Went Vegan: The Wake-Up Call You Didn’t Expect
00:18:31 - Food vs. Medicine: The Real ROI of Diet Change
00:19:32 - Life After Cheese: Shocking Wins from a Vegan Shift
00:21:49 - Health vs. Hustle: The New Balancing Act for Leaders
00:24:55 - Ice Baths, Improv & Identity: Experiments in Optimization
00:26:37 - Wrapping It Up: What’s Next and What’s Coming

LINKS AND RESOURCES:

Everything You Need to Know About Heart Rate Variability (HRV)
How Not to Die: Discover the Foods Scientifically Proven to Prevent and Reverse Disease
The Game Changers
Mealime
What The Health
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

How The Top Beauty Brands Turn Online Trends into Advertising Performance

Fri, 18 Apr 2025 07:00:00 -0400

Ralph reunites with paid media creative expert Lauren Schwartz for Part 2 of their deep dive into what makes beauty brand creatives truly perform. Lauren, founder of The Loft 325, unpacks how her team leverages emerging trends—like food-inspired visuals and creator authenticity—to build content that doesn’t just look pretty, but sells. From Hailey Bieber’s strawberry face trend to Halloween-ready lash looks and Cinnamon Toast Crunch-inspired lip gloss campaigns, Lauren shares real-world strategies and creative psychology that drive ROI. If you're a growth-minded entrepreneur craving tangible takeaways on trend-driven, authentic marketing that doesn’t feel like an ad, this episode is your masterclass.

Chapters:

00:00:00 – Kicking Off with Ralph & Lauren: The Creative Duo Returns
00:00:29 – Why Beauty Brands Are Breaking the Mold
00:02:20 – Trends That Sell: What’s Hot (and Actually Works)
00:05:25 – The Secret Sauce: Marrying Trends with Conversion-Driven Creative
00:09:01 – Real Results: How Lily Lashes Nailed Halloween with Simplicity
00:11:26 – Influencers or Actors? The Truth About Authentic Ads
00:13:50 – Behind the Scenes: How Content Creators Are Chosen and Coached
00:18:59 – Why Food, Feelings & Lip Gloss Make the Perfect Ad
00:27:13 – What’s Next: More Beauty, More Strategy, More Real Talk

LINKS AND RESOURCES:

Scale Your Beauty Brand Without Wasted Spend
Episode 688: Beauty & Wellness Brands: How to Crush Your Creative with Lauren Schwartz
ACTUAL Data Driven Creative
Scale Your Beauty Brand Without Wasted Spend
Tier 11 on YouTube
Lauren on LinkedIn
Get Your nCAC Calculator Now!
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Beauty & Wellness Brands: How to Crush Your Creative with Lauren Schwartz

Tue, 15 Apr 2025 07:00:00 -0400

Ralph and Lauren P. sit down with Tier 11’s Creative Director, Lauren Schwartz—formerly of The Loft 325—to unpack what truly drives high-performing ad creative in the premium beauty and wellness space. Drawing from years of experience and countless tests across major ad platforms, Lauren reveals why most brands are getting creative wrong and how to shift from “pretty” to “profitable.” From bridging the communication gap with design teams to using data to override subjective bias, this episode delivers actionable strategies to help CMOs, creative directors, and brand owners finally align aesthetics with ROI. If you’re ready to stop wasting ad spend and start scaling smart, this episode is your new playbook.

Chapters:

00:00:00 - Kicking Things Off: Welcome to Perpetual Traffic
00:00:43 - Why Creative Is the Secret Weapon in Modern Marketing
00:02:21 - Meet Lauren Schwartz: The Creative Brain Behind the Conversions
00:04:42 - Cracking the Code on Creative Teams (Without Losing Your Mind)
00:08:26 - “I Just Don’t Like It”: Turning Vague Feedback into Winning Ads
00:20:22 - Brand vs. Performance: Who Wins and Why It Matters
00:24:22 - The Lip Gloss That Crushed It: How Raw Content Drives Real Sales
00:29:19 - Luxe Meets Lo-Fi: Finding the Sweet Spot for Scalable Ads
00:32:06 - How to Sell a Look (and Skyrocket Your AOV)
00:35:35 - Smart Creative for Beauty Brands That Actually Moves Product
00:38:04 - Stop Selling Products—Start Telling Stories That Convert
00:45:30 - Wrapping Up: What’s Next in the Creative Series

LINKS AND RESOURCES:

ACTUAL Data Driven Creative
Scale Your Beauty Brand Without Wasted Spend
Tier 11 on YouTube
Lauren Schwartz on LinkedIn
Get Your nCAC Calculator Now!
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

[Premium Beauty & Wellness Case Study] How We Increased New Customers 73% & Sales 57% in Q1 2025!

Fri, 11 Apr 2025 07:00:00 -0400

Ralph Burns unpacks a powerful case study from Tier 11’s vault that showcases how one beauty and wellness brand increased revenue by 57% and new customer acquisition by 73%—all without relying on TikTok or short-form content. Ralph dives into the exact creative strategies, ad structures, and conversion-optimized landing pages that drove the results, with an emphasis on the underutilized power of long-form video, Meta Ads, and segmentation by NAC and NAOV. If you're a DTC brand looking to scale profitably—especially in the beauty space—this episode is your blueprint.

Chapters:

00:00:00 - Ralph Kicks It Off: A Solo Session Worth Tuning Into
00:00:37 - Inside the Case Study: Beauty Brand Transformation Begins
00:01:06 - Numbers That Matter: 57% Sales Growth, 73% New Customers
00:01:59 - Unlocking the Three Core Levers of Business Growth
00:02:41 - New Customer Acquisition: Cracking the Code
00:03:27 - Increasing Average Order Value (NAOV) with Smart Offers
00:04:20 - Meet the Beauty Brand That’s Breaking the Mold
00:05:03 - Why Data Visibility Changes Everything (NAC & NAOV Explained)
00:06:19 - Real Shopify Results: 73% More New Customers
00:07:12 - Understanding MER vs. NMER (And Why They Matter)
00:08:05 - Why ROAS Isn’t the Whole Story Anymore
00:09:00 - The 22% NAOV Boost—And How It Happened
00:10:08 - What's Driving the AOV Increase? Spoiler: It's Not Luck
00:11:26 - Meet the Machine: How the Conversion Engine Powers Profit
00:13:27 - Creative That Converts: The Secret Sauce Behind the Ads
00:17:50 - Paid Traffic Tactics That Actually Work
00:18:47 - Retarget Like a Pro: Smarter Custom Audiences
00:20:21 - Level Up Your Audience Strategy (No Gimmicks Needed)
00:20:48 - Why We Shut Off Meta's Auto-Tweaks (And You Should Too)
00:22:03 - Turning Organic Wins Into Paid Performance
00:24:19 - YouTube on Deck: Multi-Platform Growth Moves
00:27:08 - Lead Gen Isn’t Just for SaaS: Ecom Tactics You’re Missing
00:28:21 - Landing Pages Built to Sell (and Upsell)
00:35:38 - Don’t Just Sell—Engage with Transitional CTAs
00:40:24 - Wrapping It Up: What’s Next for This Scalable Strategy

LINKS AND RESOURCES:

The ONLY 3 Ways to Grow Your Business (Most Get This Wrong)
5 Ways To Find Your nCAC: Part 1
5 Ways To Find Your NCAC - Part 2
What To Know About MER (Media Efficiency Ratio)
NCAC Explained: The Key Metric for Scaling Your Business
Get Your nCAC Calculator Now!
How We Track Every Click (Without Losing Data to iOS & Ad Blockers!)
How to Craft the Perfect Transitional Call to Action (Lead Magnet)
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

How CMOs & Marketers Can Profit From Trump’s Disastrous Tariffs

Tue, 08 Apr 2025 07:00:00 -0400

Ralph and Lauren break down the immediate and long-term implications of the recently imposed tariffs—and what savvy marketers and business owners must do right now to stay ahead. From navigating rising costs of goods to uncovering massive ad spend inefficiencies (including a shocking $1.2 million in wasted budget), they share cutting-edge tactics for scaling during economic disruption. You’ll hear real-world client insights, why now might be a golden moment for ad buying, and how to tap into the “Warren Buffet mindset” when everyone else is pulling back. This episode is your playbook for profitable marketing during uncertainty.

Chapters:

00:00:00 - Kickoff: Inside the Minds Behind Perpetual Traffic
00:00:32 - Tariffs Are Here: What It Means for Your Business Today
00:03:16 - Winners and Losers: How Different Industries Are Getting Hit
00:04:13 - Adapting Fast: Smart Marketing Moves When the Rules Change
00:05:06 - Where Your Budget’s Bleeding—And How to Stop It
00:09:29 - Chaos = Opportunity: Why Now’s the Time to Be Bold
00:17:08 - Reinvent or Retreat: The Innovation Edge
00:20:14 - Closing Power Plays: What to Do Next Before the Market Shifts Again

LINKS AND RESOURCES:

China slaps a 34% tax on all US imports in retaliation for Trump’s tariffs
A timeline of Trump’s tariff actions so far
Warren Buffett Is Being Fearful While Others Are Greedy. Is It a Warning?
How Trump’s latest tariffs could affect your wallet
Acyn
Episode 669: Trump’s Tariffs: The Marketing Opportunity & Impact Revealed
Get Your nCAC Calculator Now!
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

3 Jaw-Dropping Takeaways from Shoptalk & SXSW

Fri, 04 Apr 2025 07:00:00 -0400

Ralph Burns and Lauren Petrullo reconnect to unpack Lauren’s whirlwind tour through three of the biggest marketing events of the year: ShopTalk, South by Southwest (SXSW), and Podcast Evolution. From radically inconsistent product launches to Gen Z’s zero loyalty game, Lauren brings raw, in-the-room insights that challenge conventional playbooks. Discover how $200K vendor booths, haunted childhood bedrooms, and an invite-only Google quantum AI session all tie back to the future of customer experience and brand building. Whether you're scaling eComm or rethinking your retention funnel, this episode is packed with unexpected lessons, real-world tactics, and a few wild stories you won’t forget.

Chapters:

00:00:00 - Kicking Off Another Wild Ride on Perpetual Traffic
00:00:26 - Did the Hosts Break Up? Ralph Spills the Tea
00:01:16 - Lauren’s Back—with Ghosts, Nostalgia, and Chicago Vibes
00:03:50 - Ghosts, Toe-Breaking Drawers, and Voodoo Blessings
00:05:37 - The Conference Circuit Is No Joke (But It’s Hilarious)
00:06:54 - $200K Booths, Ugg Swag, and the Vegas Vendor Jungle
00:13:10 - Radical Inconsistency: The Strategy You Didn’t Know You Needed
00:21:21 - Forget Perfection—Launch Loud, Messy, and Real
00:21:39 - Loyalty Through Limited Drops and Cultural Flavor
00:22:44 - 11 Million Receipts a Day? Fetch is Playing 4D Loyalty Chess
00:24:59 - Your Real KPI? What Happens After the Purchase
00:29:23 - Beyond Facebook & Google: Hunting Down Fresh Ad Gold
00:31:32 - Two Conferences, One Mic Drop Recap
00:33:39 - AI Isn’t Just a Buzzword—It’s Changing Everything
00:41:24 - Catch Flights, Not Feelings: What’s Coming Up Next

LINKS AND RESOURCES:

ShopTalk
SXSW Conference
Evolutions by Podcast Movement
Fetch
Prosper Show
Klaviyo
Criteo
Flamingo Estate
Get Your nCAC Calculator Now!
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Answered: How Can I Do What I Do Best & Outsource The Rest?

Tue, 01 Apr 2025 07:00:00 -0400

Ralph Burns shares a special guest appearance he made on the Affiliated Podcast with hosts Tom and Kyle. While Lauren was away traveling, Ralph dove into his personal journey from affiliate marketer to agency owner, offering valuable insights on scaling a business through strategic delegation. He breaks down how to stop doing everything yourself and instead focus on what you do best—echoing themes from “Who Not How” and “10x Is Easier Than 2x.” Whether you're a media buyer, business owner, or marketing exec, Ralph’s lessons on outsourcing, managing, and growing a digital business are must-hear takeaways from this cross-platform episode.

Chapters:

00:00:00 – Kicking Things Off: Ralph’s Quick Update on the PT Universe
00:01:04 – Surprise Drop: Ralph Guests on a Must-Hear Interview
00:04:23 – Meet the Hosts: Welcome to the Affiliated Podcast
00:07:35 – Ralph’s Origin Story: From Affiliate Hustler to Ad Empire Builder
00:14:43 – Media Buying Chaos: Real-World Struggles & Smart Fixes
00:17:42 – Don’t Do It All: The Power of Delegation & Team Growth
00:22:22 – Crushing Doubt: Mindset Shifts That Change the Game
00:31:18 – Efficiency Mode: Unlocking the CEO Mindset
00:32:38 – Hire Smarter: Ralph’s Battle-Tested Hiring Framework
00:34:48 – SOPs or Bust: Why Systems Matter More Than Talent
00:40:39 – The Leap: How Ralph Evolved from Affiliate to Agency Leader
00:47:05 – Growth Mode: Building a Scalable, Sellable Business
00:51:18 – Ad Trends 2025: What’s Working Now in Paid Traffic
01:01:35 – Wrap-Up: Final Gold Nuggets + Where to Listen Next

LINKS AND RESOURCES:

ClickBank
Episode 678: The 100% Foolproof Framework to NEVER Make a Bad Hire Ever Again! (Part 2)
Episode 664: Avoid This 1 Common Hiring Mistake at Your Own Peril
Episode 670: How “The 4 C’s” Will Catapult You to Your 10X Goal in 2025
Tier 11 on YouTube
Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

[Live Demo] How to Determine an Membership/eComm Biz’s nCAC

Fri, 28 Mar 2025 07:00:00 -0400

In this special live workshop edition of the podcast, the team at Tier 11 dives into a behind-the-scenes strategy session with a real brand, tackling the financial backbone of scalable growth. From calculating Net Allowable CAC (NAC) to mapping out customer LTV and building membership-first funnels, this episode is packed with actionable insights. Discover how to avoid costly scaling mistakes, implement profit-first media strategies, and make smarter decisions with the right data. Whether you're driving eCommerce, subscriptions, or both, this is a raw, real-time breakdown of what it actually takes to grow profitably at scale.

Chapters:

00:00:00 – Welcome to Perpetual Traffic: Let’s Get Into It
00:00:17 – Business Models, Boundaries & What We’re Not Sharing
00:02:40 – NAC Unpacked: The Metric That Changes Everything
00:05:08 – Meet the Team Behind the Strategy (and the Brand in Focus)
00:06:12 – Dollars in, Dollars Out: The Ad Spend That Drives Growth
00:08:44 – LTV vs CAC: The Truth Behind Customer Profitability
00:11:23 – Drawing the Line: Setting Smart, Scalable NAC Targets
00:14:49 – What It Really Takes to Scale Without Burning Cash
00:18:53 – Membership vs E-comm: Mapping the Buyer Journey
00:19:23 – Ads That Stick: How to Push LTV Higher From Day One
00:21:06 – Target Smarter: Tools That Take the Guesswork Out
00:22:48 – Why Subscribers Are the Real Growth Engine
00:23:40 – Power Moves: CAPI & Data Suite in the Acquisition Stack
00:26:07 – Looking Back to Move Forward: What the Data Tells Us
00:30:51 – Hit the Number, Kill the Churn: The NAC Target Playbook
00:35:01 – Wrapping It Up: Takeaways, Clarity, and What’s Next

LINKS AND RESOURCES:

Episode 668: Part 2 – The 5 Step Formula to Determine Your nCAC
Episode 581: Why nCAC Is ‘The New ROAS’ in Digital Marketing With Scott Desgrosseilliers
Episode 616: nCAC, nMER & nAOV: What Are They & Why Are They So Important in Your Marketing
Get Your nCAC Calculator Now!
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

5 AI video tools you can’t live without with Ian Garlic

Tue, 25 Mar 2025 07:00:00 -0400

Chapters:

00:00:00 - Welcome to the Perpetual Traffic Podcast
00:00:35 - The Wild Rise of AI in Video Content
00:02:04 - Is Human Video Dead? The Future of AI Creation
00:03:11 - When AI Hallucinates: Risks, Ethics, and Epic Fails
00:05:31 - SEO Flashbacks and What AI is About to Break
00:11:30 - Behind the Curtain: AI Tools That Actually Work
00:12:33 - Turning Prompts Into Profit: Smarter Content With AI
00:14:28 - Airtable Hacks That Supercharge Your Workflow
00:16:42 - Why AI Alone Will Tank Your Audience Targeting
00:17:20 - Human Touch vs. AI Logic: Striking the Right Balance
00:18:17 - CMOs, Here’s Where AI in Marketing is Headed Next
00:19:59 - How Pro Editors Use AI Without Losing the Plot
00:22:08 - Um, Wait—Do Imperfections Build Trust?
00:24:15 - Jungle Stories, Tall Hair, and Total Authenticity
00:26:30 - Final Takeaways, Laughs, and Where to Find Ian

LINKS AND RESOURCES:

Video Case Story
Connect with Ian on LinkedIn
YouTube: Video Case Story
Tier 11 on YouTube
Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

(Part 2) Why ROAS Sucks: The New Marketing Metric Everyone Should Use…But Aren’t

Fri, 21 Mar 2025 07:00:00 -0400

In Part 2 Ralph Burns and John Moran continue their breakdown of why ROAS (Return on Ad Spend) is an outdated and misleading metric for scaling businesses. They introduce a better, more reliable metric that high-growth brands use to measure success—one that actually aligns with business revenue and profit, rather than vanity numbers. Expect insights on how to use Meta for prospecting and Google for conversions, why multi-channel attribution is essential in today’s digital landscape, and how top media buyers are shifting away from ROAS in favor of more effective tracking strategies. If you’re still optimizing for ROAS, you’re probably leaving money on the table. This episode reveals the key changes you need to make right now to maximize your ad performance.

Chapters:

00:00:00 - Welcome Back: Why ROAS is Failing You
00:00:07 - The Hidden Flaws of ROAS (And What to Use Instead)
00:00:23 - The Metrics That Actually Drive Business Growth
00:01:20 - Meta + Google: The Ultimate Ad Strategy
00:02:39 - Real-World Case Study: How This Brand Crushed It
00:04:13 - Stop Wasting Ad Spend: Smarter Budgeting Tactics
00:05:22 - Profit-First Marketing: Why Product Focus Matters
00:11:52 - Behind the Scenes: Live Campaign Breakdowns
00:18:30 - LTV & CAC: The Secret to Scaling Profitably
00:19:04 - Decoding Campaign Metrics for Maximum ROI
00:19:33 - The Overlooked Link Between Profit & Retention
00:21:16 - Treating Marketing as an Investment, Not an Expense
00:22:59 - How to Measure Business Health Beyond ROAS
00:23:24 - Bully Stick Central: A Scaling Success Story
00:24:25 - How Northbeam Helps Brands Scale Faster
00:28:11 - Final Takeaways & What’s Next for Smart Advertisers

LINKS AND RESOURCES:

Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

(Part 1) Why ROAS Sucks: The New Marketing Metric Everyone Should Use…But Aren’t

Tue, 18 Mar 2025 03:30:00 -0400

Return on Ad Spend (ROAS) has been the go-to metric for measuring success in digital advertising, but is it actually holding your business back? In this episode, we break down why traditional ROAS is misleading, how agencies manipulate data to appear successful, and what you should be focusing on instead. John Moran joins the conversation to discuss the metrics that actually drive growth, including Media Efficiency Ratio (MER) and New Customer Acquisition Cost (NCAC). Learn how to shift your marketing strategy to prioritize long-term scalability and profitability, rather than short-term vanity metrics.

Chapters:

00:00:00 - Welcome to Perpetual Traffic: Why This Episode is a Must-Listen
00:00:17 - The Episode That Changed How Marketers Measure Success
00:00:55 - The Truth About ROAS: Why It’s Holding Your Business Back
00:02:00 - John Moran Joins Tier 11: A Game-Changer for Performance Marketing
00:03:47 - From Google Ads Expert to Growth Strategist: John Moran’s Evolution
00:05:21 - The Fatal Flaw of Single-Channel Agencies
00:06:57 - Why a Client-Centric Approach Beats Platform Metrics Every Time
00:14:02 - How Marketing Measurement Has Been Broken for Years
00:16:54 - The New Marketing Strategy That Actually Scales Businesses
00:25:20 - The Secret to Aligning Teams for Maximum Growth
00:27:13 - Why Most Agencies Won’t Survive the Next Marketing Shift
00:28:02 - The Role Agencies Should Play in Growing Your Business
00:29:41 - The Future of Marketing Metrics: What You Need to Track Now
00:33:13 - Real-World Case Studies: How to Fix Your Marketing Measurement Today
00:43:45 - Final Takeaways and What’s Coming Next

LINKS AND RESOURCES:

Tier 11 on YouTube
Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

How to Use Video to Sell Stuff….The Right Way with Ian Garlic

Fri, 14 Mar 2025 07:00:00 -0400

Ralph and Lauren sit down with Ian Garlic, the founder of Video Case Story, to uncover the most effective ways to use video for sales. While most brands flood social media with endless content, Ian reveals why simply creating more video isn’t enough. Instead, he shares a strategic approach to video marketing—one that moves prospects seamlessly from awareness to purchase without relying on traditional ad clicks. Whether you’re struggling with attribution, unsure if your video efforts are paying off, or looking for a smarter way to use customer testimonials, this episode delivers the insights you need to turn video into your most powerful sales tool.

Chapters:

00:00:00 - Kicking Off Perpetual Traffic: Why Video is the Future of Sales
00:00:39 - Meet Ian Garlic: The Mastermind Behind High-Converting Videos
00:01:10 - The Secret to Using Video to Drive More Sales
00:02:58 - Mapping Your Customer’s Journey for Maximum Conversions
00:03:28 - AI, Marketing, and Sales: The Game-Changing Connection
00:04:46 - The Truth About Creating Videos That Actually Work
00:07:10 - How to Use YouTube to Explode Your Business Growth
00:08:35 - Turning Your Sales Funnel into a Conversion Machine with Video
00:17:53 - Why Most Businesses Ignore Post-Purchase Engagement (And Why It’s a Huge Mistake)
00:22:28 - The Power of Fear in Marketing and How to Use It Ethically
00:23:16 - The Four Must-Have Videos Every Business Needs
00:23:58 - The Hidden Conversion Leaks Costing You Sales
00:24:05 - The Perpetual Traffic Formula for Video Success
00:24:14 - How to Craft Video Case Stories That Sell for You
00:25:05 - Where Video Fits Into Your Sales Funnel for Maximum Impact
00:27:00 - Why FAQs and Process Videos Are Secret Sales Weapons
00:35:40 - The Ugly Truth About Most Sales Funnels (And How to Fix Yours)
00:40:02 - Final Takeaways and Where to Learn More

LINKS AND RESOURCES:

Video Case Story
Connect with Ian on LinkedIn
YouTube: Video Case Story
Tier 11 on YouTube
Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

The 100% Foolproof Framework to NEVER Make a Bad Hire Ever Again! (Part 2)

Tue, 11 Mar 2025 07:00:00 -0400

Hiring the right people is the single most impactful decision a business can make. In this episode, Ralph Burns and Josh Hill break down Tier 11’s time-tested hiring system, sharing how to attract, assess, and secure top talent—without wasting hours on the wrong candidates. From leveraging LinkedIn outreach to using automation tools like JazzHR, they reveal how to streamline the hiring process while keeping it personal. Learn why a sniper-like approach to recruiting outperforms traditional job boards, how to use knockout questions to filter applicants, and why discovery calls are essential in evaluating culture fit. Whether you’re hiring your first employee or scaling a global team, this episode will help you hire smarter, faster, and more effectively.

Chapters:

00:00:00 - Kicking Off: Hiring Smarter, Not Harder
00:00:56 - Meet Josh Hill: The HR Sniper Behind Tier 11’s Hiring Strategy
00:02:45 - The Secret to Hiring Right: Why Core Values Matter More Than You Think
00:04:02 - Finding Rockstars: The LinkedIn Recruiting Playbook
00:06:33 - How to Craft Outreach Messages That Actually Get Responses
00:07:46 - The Discovery Call Hack: Filtering Candidates Without Wasting Time
00:16:21 - Automating Your Hiring Process: How JazzHR Saves Hours
00:26:49 - Stop Wasting Time: How to Eliminate Bias in Hiring
00:27:08 - The Must-Ask Questions That Reveal True Experience
00:28:20 - AI & Automation: The Hiring Game-Changer You Need
00:29:51 - AI vs. Human Judgment: The Future of Recruitment
00:30:43 - Why Discovery Calls Are the Make-or-Break Hiring Step
00:35:43 - Simulation Tasks: The Ultimate Test for Candidate Success
00:42:44 - The Hiring Cheat Code: Using Data to Make the Right Decision
00:50:31 - Onboarding Done Right: How to Keep A-Players Once You Find Them
00:52:04 - Wrapping Up: Next Steps to Transform Your Hiring Process

LINKS AND RESOURCES:

JazzHR
Episode 674: Use This Foolproof Framework to NEVER Make a Bad Hire Ever Again!
Episode 663: How to Make Your Present Better by Making Your Future Bigger
Email Josh
Tier 11 on YouTube
Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

(Replay) New Customer Acquisition: How Much Can You Afford to Pay?

Fri, 07 Mar 2025 03:30:00 -0400

How much can you really afford to pay for a new customer? The answer isn’t as simple as your Facebook ad spend. In this episode, Ralph Burns and Amanda Powell break down customer acquisition cost (CAC) and customer lifetime value (CLV) to uncover what businesses should actually be spending to scale profitably. They discuss how marketing costs go beyond ad spend, why your marketing team and operational expenses matter in CAC calculations, and how to use a 3:1 CLV-to-CAC ratio as a benchmark for growth. If you’re struggling with ad budgets, profitability, or scaling your business, this episode is a must-listen.

Chapters:

00:00:00 - Welcome to the Episode: How Much Should You Pay for a Customer?
00:00:44 - Why Knowing Your Customer Acquisition Cost (CAC) is Crucial
00:06:20 - The Simple Formula for Calculating Customer Lifetime Value (CLV)
00:08:15 - How to Calculate CLV Using a Basic Formula
00:10:45 - Breaking Down CLV for Different Business Models
00:12:10 - How Long Does It Take to Earn Your CLV?
00:14:50 - Fast vs. Slow CLV Payback Periods & What They Mean
00:17:54 - Transition to Determining Customer Acquisition Cost (CAC)
00:26:40 - Finding the Right Balance Between CLV and CAC for Growth
00:29:52 - Key Takeaways: The 3:1 Rule for Scaling Profitably

LINKS AND RESOURCES:

Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

[eComm Business Audit] How to “Fool” Amazon on Google & Grow Your Business to Make More Profit

Tue, 04 Mar 2025 04:00:00 -0400

In this episode of Perpetual Traffic, we take an unprecedented deep dive into a real business audit, revealing critical insights that could redefine your e-commerce strategy. From the importance of balancing new customer acquisition cost (NCAC) with lifetime value (LTV) to leveraging Amazon as a customer acquisition tool, this discussion uncovers how scaling a brand goes beyond just increasing ad spend. Discover why subscription models, churn rate analysis, pricing optimization, and a strategic Amazon approach are key to long-term profitability. Tune in for a tactical breakdown of how to identify and fix common pitfalls before turning on the paid traffic spigot.

Chapters:

00:00:00 - Breaking Down a Real Business Audit
00:00:27 - Protecting Confidential Business Insights
00:01:07 - The Hidden Challenges of Scaling E-Commerce Brands
00:01:38 - The Crucial Metrics That Drive Profitability
00:04:05 - Subscription Models & Amazon Strategy: A Case Study
00:07:02 - Actionable Fixes to Increase Profitability
00:09:00 - Identifying Churn Patterns and Retention Challenges
00:10:45 - Analyzing Customer Behavior and Subscription Drop-Offs
00:12:30 - Strategies to Improve Subscription Retention
00:14:15 - Pricing Adjustments for Profitability
00:16:00 - The Role of Amazon in Customer Acquisition
00:18:20 - Balancing Direct Sales and Amazon Growth
00:20:05 - Leveraging Google-to-Amazon Ads for Increased Sales
00:22:30 - Optimizing Amazon Best Seller Rank for Visibility
00:25:00 - Implementing a Sustainable Paid Traffic Strategy
00:27:45 - Email and Organic Strategies to Boost LTV
00:30:10 - Preparing for Scaling Without Losing Profitability
00:32:22 - Final Takeaways: The Roadmap to Scaling Smart

LINKS AND RESOURCES:

Episode 666: The 5 Step Formula to Determine Your nCAC
Episode 668: Part 2 – The 5 Step Formula to Determine Your nCAC
Get Your Marketing Performance IndicatorsTM Checklist Now!
Tier 11 on YouTube
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

How Meta Ads Manager Is Lying to You & What You Can Do About It

Fri, 28 Feb 2025 07:00:00 -0400

Ralph and Lauren are getting into the nuances of Meta’s audience segmentation and why relying solely on in-app metrics could be costing you big. They break down how Meta categorizes audiences into "new," "engaged," and "existing" and why that distinction is crucial for optimizing ad spend. If you’ve ever wondered whether your ad dollars are actually bringing in new customers or just retargeting the same warmed-up leads, this is the episode for you. Plus, Lauren shares an eye-opening moment from a recent mastermind, telling us just how many high-revenue brands are still dropping the ball on AI-driven customer engagement. Get ready for some critical insights, a little beachside humor, and the one Meta Ads setting you must double-check today.

Chapters:

00:00:00 - Enter the Perpetual Traffic Arena
00:01:58 - Digital Marketer & The Founder's Board Blueprint
00:05:24 - Masterminds: The Hidden Growth Accelerator
00:06:06 - AI’s Customer Service Takeover
00:15:27 - Data: The Make-or-Break Factor
00:18:02 - Meta’s Audience Segmentation Secrets
00:26:44 - The Ad Set Performance Lab
00:27:51 - Audience Segmentation vs. Attribution Windows
00:29:38 - Ads Manager: Audience Setup Masterclass
00:31:33 - Data Integrity & Attribution Warfare
00:36:50 - Meta’s Attribution Minefield
00:39:42 - Tier 11 Data Suite: Your Competitive Edge
00:49:53 - The Final Word: What’s Next?

LINKS AND RESOURCES:

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Use This Foolproof Framework to NEVER Make a Bad Hire Ever Again! (Part 1)

Tue, 25 Feb 2025 07:00:00 -0400

Hiring is easy—said no smart business owner ever. In this episode of Perpetual Traffic, Ralph and Lauren sit down with Josh Hill, Tier 11’s VP of Employee Success (or whatever his title is this week), to break down the real way to find and keep A+ players. Forget the “gut feel” hiring disasters—you’ll get the step-by-step playbook for building a team that actually scales your business. Whether you're looking to offload the 80% that’s draining your soul or you just want to stop hiring people who “seemed great” but ended up ghosting you in three months, this episode is your new best friend. Oh, and there may or may not be some good-natured roasting of Josh’s Australian pronunciation of "HR."

Chapters:

00:00:00 - Welcome to Perpetual Traffic
00:00:47 - Flashback Files: What You Missed
00:01:59 - Enter Josh Hill: The Hiring Architect
00:02:46 - Military Precision Meets HR Strategy
00:04:23 - Hiring Without Core Values? Good Luck
00:07:35 - The Blueprint for Hiring Excellence
00:12:19 - The Three Phases You Can’t Skip
00:16:12 - The Map That Prevents Hiring Chaos
00:18:35 - Emotion vs. Logic: The Ultimate Hiring Battle
00:21:14 - Employees as Subscribers, Not Just Hires
00:22:49 - The Clone Trap: Hiring Yourself Over & Over
00:25:33 - Gut Instincts vs. Process: The Hiring Gamble
00:28:17 - AI, Automation & The New Hiring Reality
00:29:48 - Hiring Regrets: Expensive, Inevitable, Avoidable
00:32:46 - Your Best Recruiters Are Already on Payroll
00:38:22 - The Job Board Mirage vs. The Headhunting Goldmine
00:40:02 - How to Win Over Passive Candidates
00:42:30 - Keep This Conversation Going

LINKS AND RESOURCES:

Email Josh
Tier 11 on YouTube
Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Why Your Marketing Tracking Sucks (Even If You Think It Doesn’t) and How to Fix It

Fri, 21 Feb 2025 07:00:00 -0400

In this episode of Perpetual Traffic, Ralph Burns sits down with Cameron Campbell, a top-tier media buyer at Tier 11, and possibly the only person who can outshine John Moran’s meta expertise—at least in the looks department. Cameron brings the heat, diving deep into why most brands are flying blind with their ad data, and what they should actually be tracking to scale profitably without burning cash.

He breaks down the real numbers that matter, including NCAC (New Customer Acquisition Cost) and why relying on in-platform ROAS is basically trusting a magic 8-ball to run your business. Cameron also pulls back the curtain on Tier 11’s Data Suite vs. Meta’s Conversions API (CAPI), showing just how much revenue brands are leaving on the table when they don’t have full visibility into their customer journey. Plus, he shares his step-by-step approach to creative testing, scaling without panic, and avoiding the biggest mistakes eComm brands make.

If you’re running paid media and want to know the difference between profitable scaling and expensive guessing, this is the episode for you. Grab your notepad—this one's packed.

Chapters:

00:00:03 - Introduction to Perpetual Traffic Podcast
00:00:57 - Importance of Tier 11 Live Sessions
00:02:14 - Meet Cameron Campbell: Media Buying Expert
00:02:39 - Understanding Meta Ads and Data Strategies
00:05:23 - Technical Insights: CAPI vs. Data Suite
00:08:07 - Challenges in Data Accuracy and Optimization
00:24:49 - Tier 11 Data Suite: A Comprehensive Solution
00:32:19 - The Problem with ROAS
00:33:08 - Exploring Meta Ad Account Data
00:35:41 - The Importance of Accurate Data
00:37:12 - New Customer Acquisition Metrics
00:39:47 - Practical Application and Case Study
00:45:58 - Q&A Session
00:59:22 - Concluding Remarks and Next Steps

LINKS AND RESOURCES:

Tier 11
Mongoose Media
Tier 11 Jobs
Perpetual Traffic
Marketing Performance Indicators™ Checklist
Perpetual Traffic on YouTube
Tier 11 on YouTube
Connect with Lauren on Instagram
Connect with Ralph on LinkedIn
Follow Perpetual Traffic on Twitter

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Why These 5 Ads Are The Best and Worst Super Bowl LIX Ads (Part Two)

Tue, 18 Feb 2025 07:00:00 -0400

Super Bowl ads: they can be brilliant, they can be cringeworthy, and sometimes, they can just make you question everything. Welcome to part two where Ralph and Lauren go all in on the weirdest, most awkward, and most controversial ads of the year. From Coffee Mate’s disturbing tongue commercial to Tubi’s bizarre cowboy skin-hat fiasco, they break down which brands took big swings and which ones completely missed. Plus, they dig into the politics creeping into the Super Bowl, the unexpected Ontario ad (yes, Canada bought a Super Bowl slot), and the massive flex that was Tom Brady’s $2M watch deal. Whether you love ads, hate ads, or just want to know which ones made Ralph’s skin crawl, this is a breakdown you don’t want to miss.

Chapters:

00:00:00 – The Return: Ralph & Lauren Take on Round 2
00:00:39 – The Ads That Made Us Cringe (Seriously, Why?)
00:02:27 – Effective But Uncomfortable: Ads We Hated but Remembered
00:05:49 – Tugging at the Heartstrings: The Emotional Plays That Hit (or Missed)
00:13:45 – When Ads Get Political: The Ontario Ad, Trump, and More
00:19:26 – The Biggest Letdowns: Ads That Flopped Hard
00:25:01 – What We Learned: Key Marketing Takeaways from Super Bowl 2025

LINKS AND RESOURCES:

Best Super Bowl 2025 Commercials Ad Meter Ranking
Breast Cancer Super Bowl Commercial with Wanda Sykes
Leslie Jones Stops Your Annoying Relatives from Ruining Thanksgiving | The Daily Show
Watch All the Ads of Super Bowl 2025
The 10 Most Viewed Super Bowls of All Time
Ontario Commercial Highlighting Contributions to the USA
Charted: The Rising Cost of Super Bowl Ads 1965-2025
Tier 11
Mongoose Media
Tier 11 Jobs
Perpetual Traffic
Marketing Performance Indicators™ Checklist
Perpetual Traffic on YouTube
Tier 11 on YouTube
Connect with Lauren on Instagram
Connect with Ralph on LinkedIn
Follow Perpetual Traffic on Twitter

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Why These 5 Ads Are The Best and Worst Super Bowl LIX Ads (Part One)

Fri, 14 Feb 2025 07:00:00 -0400

Super Bowl ads aren’t just commercials—they’re a cultural moment, a case study in brand impact, and a $7 million gamble for 30 seconds of airtime. In this episode, Ralph and Lauren break down the best, the worst, and the most effective ads from this year’s game. From Wanda Sykes flipping the script on shock marketing to Tom Brady’s Duracell-powered longevity, they chat about what worked, what flopped, and what brands should do after the big game to keep the momentum going. Whether you’re here for the ads, the strategy, or just to hear Ralph admit that Lauren might be funnier than him, this one’s for you. Stay tuned for part two coming soon!

Chapters:

00:00:00 – Perpetual Traffic Enters the Chat
00:00:47 – Football? Or Just an Ad Delivery System?
00:03:42 – Why Super Bowl Ads Are Basically the Oscars for Marketers
00:04:08 – Kendrick Lamar, X’s & O’s, and a Halftime Show Divided
00:06:19 – Shock, Awe, and Millions of Ad Dollars at Play
00:08:56 – The Most Talked-About Commercial (Hint: Boobs & Wanda Sykes)
00:12:33 – Did Novartis Just Win the Super Bowl? Or…?
00:17:18 – Post Malone, Shane Gillis & Bud Light’s Redemption Arc
00:20:43 – NASCAR's Big Swing & The Demographic They’re Betting On
00:26:29 – Tom Brady, Duracell, and the Most Unexpectedly Brilliant Ad
00:28:57 – Wrapping It Up: The Ads That Worked, The Ones That Flopped

LINKS AND RESOURCES:

Best Super Bowl 2025 Commercials Ad Meter Ranking
Breast Cancer Super Bowl Commercial with Wanda Sykes
Leslie Jones Stops Your Annoying Relatives from Ruining Thanksgiving | The Daily Show
Watch All the Ads of Super Bowl 2025
The 10 Most Viewed Super Bowls of All Time
Ontario Commercial Highlighting Contributions to the USA
Charted: The Rising Cost of Super Bowl Ads 1965-2025
Tier 11
Mongoose Media
Tier 11 Jobs
Perpetual Traffic
Marketing Performance Indicators™ Checklist
Perpetual Traffic on YouTube
Tier 11 on YouTube
Connect with Lauren on Instagram
Connect with Ralph on LinkedIn
Follow Perpetual Traffic on Twitter

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

How “The 4 C’s” Will Catapult You to Your 10X Goal in 2025

Tue, 11 Feb 2025 07:00:00 -0400

Ralph and Lauren skip the small talk and jump right into one of the most overlooked (and misunderstood) topics in digital marketing—how to actually set up standard events, custom conversions, and the Meta pixel the right way. Spoiler alert: most businesses are getting it wrong! Whether you’re running an eComm store, selling info products, or trying to generate leads, your tracking setup might be holding you back from scaling like a boss. Ralph even admits they found mistakes in their own accounts—so yeah, nobody’s perfect. But don’t worry, they break it all down, agency-style, so you can stop leaving money on the table and start feeding the algorithm what it really needs. If you want Meta to work for you instead of against you, don’t miss this episode!

Chapters:

00:00:00 – When Two Marketers Walk Into a Podcast...
00:00:27 – The New Year Hype Is Fading—Now What?
00:01:12 – The Four C’s That Separate Winners from Wishers
00:02:47 – Why 10X Goals Force Better Decisions
00:05:52 – Stories That Prove Small Thinking Won’t Cut It
00:09:19 – The Moment Commitment Gets Real
00:16:38 – Courage & Capability: The Price of 10X Growth
00:19:35 – Your Why Is Either Fuel or Dead Weight
00:23:22 – The Takeaway That Could Change Everything

LINKS AND RESOURCES:

Episode 663: How to Make Your Present Better by Making Your Future Bigger
10x Is Easier Than 2x by Dan Sullivan and Benjamin Hardy
Tier 11
Mongoose Media
Tier 11 Jobs
Perpetual Traffic
Marketing Performance Indicators™ Checklist
Perpetual Traffic on YouTube
Tier 11 on YouTube
Connect with Lauren on Instagram
Connect with Ralph on LinkedIn
Follow Perpetual Traffic on Twitter

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Trump’s Tariffs: The Marketing Opportunity & Impact Revealed

Fri, 07 Feb 2025 07:00:00 -0400

The U.S. just threw a tariff curveball, and Ralph and Lauren are here to break it down. Will this economic shake-up spell disaster, or is there hidden opportunity for marketers and business owners? They dive into the chaos, debunk tariff myths (spoiler: consumers pay the price), and explore how brands can pivot, whether you’re selling whiskey in Canada or running ads in the U.S. If you’ve got skin in the game, this episode is a must-listen. Get ready to turn uncertainty into your next big win!

Chapters:

00:00:00 - The Perpetual Traffic Takeoff
00:01:57 - Tariffs, Taxes & Turmoil
00:03:33 - The Hidden Tax Nobody Talks About
00:05:19 - When Prices Go Up, Who Pays? (Hint: It’s Not Them)
00:08:02 - Finding Gold in Market Mayhem
00:09:55 - Business Survival Mode: Activated
00:12:37 - Marketing Gymnastics in an Economic Earthquake
00:19:04 - The Next Big Shockwave—Are You Ready?
00:20:22 - Mic Drop, But Not Really—Your Move!

LINKS AND RESOURCES:

Tier 11
Mongoose Media
Tier 11 Jobs
Perpetual Traffic
Marketing Performance Indicators™ Checklist
Perpetual Traffic on YouTube
Tier 11 on YouTube
Connect with Lauren on Instagram
Connect with Ralph on LinkedIn
Follow Perpetual Traffic on Twitter

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Part 2 - The 5 Step Formula to Determine Your nCAC

Tue, 04 Feb 2025 07:00:00 -0400

Ralph Burns and Lauren Petrullo bring you part two of their deep dive on nCAC (New Customer Acquisition Cost)—because knowing what it actually costs to land a fresh customer is kind of important (who knew, right?). They break down the hidden costs, debunk common myths, and explain why understanding nCAC isn’t just about crunching numbers—it’s about scaling smart. Whether you’re a finance geek or just someone who wants to make sure you’re not throwing cash into the marketing void, this episode serves up valuable info you can immediately put into action. Plus, there’s a special challenge for Spotify listeners that could land them a one-on-one strategy session—because who doesn’t love a little bonus ROI?

Chapters:

00:00:03 – Buckle Up: The Perpetual Traffic Lift-Off
00:00:13 – nCAC? Yeah, You’ll Want to Know This
00:01:51 – The Sneaky Costs That Could Sink You
00:03:55 – Margin Showdown: Contribution vs. Gross
00:05:49 – The nCAC Formula That Changes Everything
00:15:48 – nCAC Danger Zones (Proceed with Caution!)
00:20:19 – A Surprise You Didn’t See Coming

LINKS AND RESOURCES:

Episode 663: How to Make Your Present Better by Making Your Future Bigger
10x Is Easier Than 2x by Dan Sullivan and Benjamin Hardy
Tier 11
Mongoose Media
Tier 11 Jobs
Perpetual Traffic
Get Your nCAC Calculation Guide Now!
Marketing Performance Indicators™ Checklist
Perpetual Traffic on YouTube
Tier 11 on YouTube
Connect with Lauren on Instagram
Connect with Ralph on LinkedIn
Follow Perpetual Traffic on Twitter

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

DeepSeek Explained: What Marketers Need to Know

Fri, 31 Jan 2025 07:00:00 -0400

AI just dropped a bombshell, and Ralph and Lauren are here to break it down. DeepSeek—China’s mysterious AI powerhouse—just sent shockwaves through the stock market, slashing billions off NVIDIA overnight. But is this a real revolution or just overhyped tech drama? They’re comparing DeepSeek to the AI giants, letting us in on its jaw-dropping cost efficiency, and asking the big question: should marketers panic, pivot, or pop some popcorn and watch the chaos unfold?

Chapters:

00:00:00 – The Rabbit Hole Begins: Perpetual Traffic Awaits
00:00:30 – What on Earth is Deep Seek?
00:01:11 – The Stock Market Earthquake You Didn’t See Coming
00:02:21 – AI Revolution or Catastrophe? The Deep Seek Dilemma
00:05:00 – Battle of the Bots: AI Heavyweights Face Off
00:07:26 – Data Privacy Nightmares: Are You Safe?
00:12:55 – Deep Seek Unleashed: The Future is Here
00:16:44 – The AI Arms Race: Who Will Dominate?
00:20:12 – Where Do We Go from Here? The AI Roadmap

LINKS AND RESOURCES:

DeepSeek - The Chinese AI That Crashed The Markets
DeepSeek
How Target Figured Out A Teen Girl Was Pregnant Before Her Father Did
Tier 11
Mongoose Media
Tier 11 Jobs
Perpetual Traffic
Get Your nCAC Calculation Guide Now!
Marketing Performance Indicators™ Checklist
Perpetual Traffic on YouTube
Tier 11 on YouTube
By the Numbers
Connect with Lauren on Instagram
Connect with Ralph on LinkedIn
Follow Perpetual Traffic on Twitter

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Part 1 - The 5 Step Formula to Determine Your nCAC

Tue, 28 Jan 2025 07:00:00 -0400

In part one of this two-part episode, Ralph and Lauren are talking about New Customer Acquisition Cost (NCAC). Sure, the mention of math might send some of you running for the hills, but hold on—this is the math that matters. Ralph compares finding your NCAC to searching for buried treasure, while Lauren reminds us that chasing vanity metrics like ROAS alone is as useful as an umbrella in a hurricane.

Learn why NCAC is the North Star of scaling a business, how to measure it effectively, and what tools can make the process manageable. Ad platforms love to boast about their results but your bottom line—and how much it costs to add a new customer to it—never lies.

As Lauren puts it: “Fake numbers might make you feel good, but they won’t pay your bills.”

Chapters:

00:00:00 – Math That Matters: The Secret Ingredient for Scaling
00:00:24 – NCAC: The Metric That’s Cooler Than ROAS
00:01:42 – Why Calculating NCAC Feels Like Cracking a Cold Case
00:02:42 – Scaling Secrets: Unlocking Business Growth with Math
00:03:47 – The Real Cost of New Customers (No, It’s Not What You Think)
00:06:10 – Lifetime Value: Measuring Love from Your Best Customers
00:09:28 – Practical Math: When Numbers Lead to Dollars
00:12:45 – Refunds, Returns & Regrets: Subtracting the Pain Points
00:15:30 – Hidden Costs Unveiled: Shipping, Storage & Surprises
00:18:05 – COGS: Decoding Cost of Goods Sold
00:20:50 – Gross Profit: The Halfway Mark to True Success
00:23:15 – Profit Checkpoint: COGS, Gross Profit, and What They Mean for You
00:34:10 – A Special Perk for PT Fans: Wrap-Up & Surprise

LINKS AND RESOURCES:

Tier 11
Mongoose Media
Tier 11 Jobs
Perpetual Traffic
Get Your nCAC Calculation Guide Now!
Marketing Performance Indicators™ Checklist
Perpetual Traffic on YouTube
Tier 11 on YouTube
By the Numbers
Connect with Lauren on Instagram
Connect with Ralph on LinkedIn
Follow Perpetual Traffic on Twitter

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

The #1 Secret to Spending Less and Making More on Amazon

Fri, 24 Jan 2025 07:00:00 -0400

Ralph and John are throwing conventional wisdom out the window with a mind-blowing Amazon ad case study that'll leave you questioning everything. Spoiler alert: less Amazon spend + smarter Facebook and YouTube ads = MORE revenue. It's all about contribution, not attribution, folks! This episode is packed with actionable insights, groundbreaking data, and a healthy dose of humor. Tune in to unlock the secrets of Amazon's black box and discover how to outsmart the algorithm. Your future profits will thank you.

Chapters:

00:00:00 - Welcome to Ralph and John’s World
00:00:24 - A Feeder Strategy Unveiled
00:00:39 - Data Secrets for Scaling Big
00:01:23 - Cracking the Amazon Code
00:02:35 - Numbers Don’t Lie: Tracking Sales
00:03:19 - Behind-the-Scenes Breakdown
00:04:15 - Live and In Action
00:05:53 - Game-Changing Ad Revelations
00:08:12 - The “Contribution vs. Attribution” Debate
00:08:40 - The Brand Loyalty Puzzle
00:11:12 - The Revenue Surge Experiment
00:22:55 - Ad Fatigue or Audience Overload?
00:33:16 - Spend Smarter, Scale Faster
00:34:01 - Attribution Tools Face-Off
00:34:14 - Unpacking GA4 and Wicked Reports
00:35:18 - Redefining Spend-to-Revenue Success
00:37:19 - Open Mic: Questions That Matter
00:37:37 - Shopping Insights from Google
00:39:27 - YouTube Ad Masterclass
00:40:43 - A Deep Dive into YouTube Optimization
00:44:54 - E-Commerce Data That Drives Strategy
00:58:17 - PMAX + Feeder: A Winning Combo
00:59:14 - Wrapping Up: Next Steps Revealed

LINKS AND RESOURCES:

Amazon Ads Myths Debunked: Spend Less, Earn More! | Tier 11 Live! - EP024
Measurement and analytics
Amazon Seller Analytics: 10 KPIs to Track for a Winning Strategy
Tier 11 on YouTube
Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Avoid This 1 Common Hiring Mistake at Your Own Peril

Tue, 21 Jan 2025 07:00:00 -0400

Ralph Burns and Lauren Petrullo tackle the art of thinking big and hiring smart. From setting 10X goals that demand sharp decision-making to unexpected twists in virtual interviews (because you never know when someone’s hiding a cruise—or a pregnancy), they discuss building a dream team. Ralph and Lauren also talk about the importance of transparency, trust, and asking the right questions to avoid costly missteps. If you're looking to 10X your business—or just want to hire someone who’s not secretly a foot model—this episode is for you.

Chapters:

00:00:00 - A Curious Start: Traffic, Goals, and Grievances
00:00:39 - Lofty Ideas: Why Bigger Dreams Are Easier
00:02:58 - Big Hurdles: The Struggles of Thinking Big
00:03:46 - The Ultimate Quest: Hiring the Perfect Fit
00:05:56 - Zoom Realities: When Interviews Get Surprising
00:08:48 - Radical Honesty: The Secret Sauce in Hiring
00:17:03 - Building Bridges: The Art of Trust at Work
00:21:04 - Looking Forward: What’s Next on the Horizon

LINKS AND RESOURCES:

Virtual Boss by Ralph Burns
Episode 591 Is Delegation Your Kryptonite? Conquer the 4 Levels and Free Up Your Time
Episode 663 How to Make Your Present Better by Making Your Future Bigger
Tier 11 on YouTube
Marketing Performance Indicators
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

How to Make Your Present Better by Making Your Future Bigger

Fri, 17 Jan 2025 07:00:00 -0400

Ralph and Lauren aren't just chatting about the weather; they're dissecting the art of achieving massive success by thinking bigger and setting ambitious goals, all based on the wisdom of "10X Is Easier Than 2X." They're dishing out their own experiences and providing examples to prove that aiming high, playing to your strengths, and assembling a dream team can lead to mind-blowing results. Get ready to ditch those tiny, yawn-inducing goals and embrace exponential growth in 2025 – Ralph and Lauren's pep talk will leave you feeling inspired and ready to conquer the world!

Chapters:

00:00:00 - Foggy Views, Frozen Pipes, and Podcast Vibes
00:00:40 - When Life Gives You Challenges, Make Content
00:01:41 - Delegation: That Thing We Love to Hate
00:04:23 - 10X Thinking: Because 2X is Boring
00:06:12 - Zodiac Signs, Salesforce, and Big Ideas
00:11:07 - Eckhart Tolle, Present Moments, and Toilet Epiphanies
00:16:39 - Turning Dreams Into Actionable Strategies
00:23:15 - Falling Forward: Embracing Intelligent Failure
00:28:37 - Jimmy Donaldson’s Genius and Your Next Move
00:32:04 - Big Goals, Bigger Futures—The Wrap-Up

LINKS AND RESOURCES:

10x Is Easier Than 2x: How World-Class Entrepreneurs Achieve More by Doing Less
Dan Sullivan
(YouTube)Is Delegation Your Kryptonite? Conquer the 4 Levels and Free Up Your Time | Perpetual Traffic EP 591
(Website)Episode 591: Is Delegation Your Kryptonite? Conquer the 4 Levels and Free Up Your Time
Chris Mercer on LinkedIn
How MrBeast Grew His Channel
Good to Great: Why Some Companies Make the Leap...And Others Don't (Good to Great, 1)
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

[EXPOSED] What You Need to Know About The Honey Scam

Tue, 14 Jan 2025 07:00:00 -0400

A digital marketing bombshell explodes as Ralph and Lauren uncover the shocking truth about the Honey browser extension. Misattributed commissions, broken partnerships, and creators unknowingly caught in the crossfire—this scandal is shaking the influencer world to its core. With Lauren’s razor-sharp analysis and Ralph’s firsthand insights, they piece together a story of deception that could rewrite the rules of affiliate marketing. You won’t believe what’s happening behind the scenes!

Chapters:

00:00:00 - Ralph and Lauren Have a Bombshell Revelation
00:00:22 - The Scandal Exposed: What’s REALLY Happening Behind the Honey Browser Extension?
00:01:38 - Honey’s Secrets: How They Pull Off This Controversial Move
00:03:25 - Fallout: Creators and Affiliates Hit Hard—What’s at Stake?
00:07:44 - Crossing the Line? Legal Battles and Ethical Dilemmas
00:15:43 - A Marketing Reckoning: What Does This Mean for the Future of Influencers?
00:20:36 - Wrapping Up the Drama: Takeaways

LINKS AND RESOURCES:

Marketing Performance Indicators™
What MegaLag Gets Wrong About PayPal Honey and Affiliate Marketing
Why is PayPal being sued by YouTubers for alleged 'deceitful and clandestine methods'?
Exposing the Honey Influencer Scam - MegaLag YouTube
FTC Action Temporarily Halts Operation that Allegedly Used Fake News Sites to Make Deceptive Claims about Acai Berry Weight-Loss Products
Tier 11 Jobs
Perpetual Traffic on YouTube
Tier 11 on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

The Best of Perpetual Traffic 2024

Fri, 10 Jan 2025 07:00:00 -0400

Today we’re revisiting some clips from the top 6 episodes of 2024, chosen by the audience's overwhelming response. These highlights give you insights into delegation, the essence of marketing performance indicators, and groundbreaking strategies from thought leaders like Dr. Robert Cialdini. Each segment delivers strategies and principles, showcasing why these conversations resonated deeply throughout the year. Get ready for a quick yet profound dive into what made these episodes truly stand out.

Chapters:

00:00:00 - Looking back over 2024! Thank you For Another Year!
00:05:00 - Episode 591: Is Delegation Your Kryptonite? Conquer the 4 Levels and Free Up Your Time
00:13:53 - Episode 575: The Duct Tape Marketing Method: Revamping Small Business Strategies with John Jantsch
00:18:35 - Episode 623: The 7 Bedrock Principles of Influence for Any Marketer with Dr. Robert Cialdini
00:31:26 - Episode 630: 3 Essential Marketing Performance Indicators You’re Not Using…But Should
00:38:43 - Episode 613: What Are Marketing Performance Metrics™ & Why Are They Important?

LINKS AND RESOURCES:

Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

3 Astonishing New TikTok Features You Didn’t Know About…Until Now

Tue, 07 Jan 2025 07:00:00 -0400

Ralph and Lauren are talking about the evolving world of TikTok commerce with two powerhouse guests from TikTok, Michelle Caglar and Jose Villalobos. They’re discussing the game-changing tools Smart Plus and GMV Max, breaking down how brands—whether they're TikTok Shop veterans or just getting started—can leverage automation, creative authenticity, and ROI-driven strategies to scale smarter, not harder. This episode is a must-listen for marketers looking to turn TikTok into their next big growth channel while keeping their campaigns efficient, creative, and downright profitable.

Chapters

00:00:00 – Where Algorithms Meet Ambition
00:00:45 – Guest Stars: Michelle Caglar and Jose Villalobos
00:03:25 – Behind the Hashtag: Stories That Sell
00:07:30 – Affiliate Hustle: The Influencer Blueprint
00:17:07 – Smart Ads, Smarter Results
00:25:50 – Creative Automation: Ads That Think
00:26:56 – GMV Max: ROI on Autopilot
00:28:03 – Paid vs. Organic: The Traffic Tango
00:29:14 – Performance, Perfected
00:33:46 – Success Chronicles: Lessons from the Frontlines
00:35:48 – Scaling Secrets: Bigger Budgets, Bigger Wins
00:38:01 – $200 Playbook: Small Budget, Big Moves
00:47:47 – Final Nuggets of Wisdom

LINKS AND RESOURCES:

Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

7 Killer Digital Marketing Predictions for 2025 (And They’re NOT Just AI!) Part - 2

Fri, 03 Jan 2025 04:00:00 -0400

This is part two of two where Ralph and Lauren break down the most important digital marketing trends shaping 2025, from the evolution of search platforms and the rise of AI-driven personalization to the growing impact of AR, VR, and in-app shopping. They talk about how data privacy laws are changing the game and why zero-party data and automation will be critical for staying ahead. Ralph and Lauren use real examples and forward-looking ideas to look deeper into what’s next for marketers and how to adapt to a landscape that is quickly shifting.

Chapters:

00:00:00 - Opening the Gateway: A Fresh Take
00:00:11 - Forecasts & Flashbacks: A Look at 2024 vs. 2025
00:01:18 - Cracking the SEO Code in the AI Era
00:02:06 - The Shift in Search: Platforms of Tomorrow
00:03:39 - Voices in the Void: Smart Devices Reshaping Search
00:05:00 - Social Media’s Unexpected Role in Search Evolution
00:11:16 - Privacy, Permissions & the Zero-Party Data Play
00:17:44 - Personalization’s Next Frontier: Data Meets Connection
00:20:31 - AR and VR: Beyond the Buzzwords
00:23:36 - Shopping 3.0: Experiential Commerce Unveiled
00:24:09 - Your Digital Butler: Personalized Shopping Assistants
00:26:00 - Data as the New Currency in Retail
00:28:20 - Wearables: Where Tech Meets Retail
00:28:50 - Boundaries Redefined: Geo-Fencing’s Dual Edge
00:31:57 - Swipe, Click, Buy: In-App Shopping Gets Smarter
00:34:05 - Group Deals & Real-Time Shopping Frenzies
00:39:25 - Wrapping Up: Peering Into the Future

LINKS AND RESOURCES:

Make Smarter Decisions with Tier 11 Data Suite™
Kinky Christian Comedy with Lauren Petrullo | Unfiltered, Hilarious, and Totally Unapologetic!
Episode 555: 13 Explosive Must-Do Marketing Tips for 2024 with Lauren Petrullo
Synthesia
HeyGen
11Eleven Labs
Make
Cardi B - WAP feat. Megan Thee Stallion [Official Music Video]
Wrapped for Creators
How we used Ai and Deep Fakes to create a Spanish version of Perpetual Traffic
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

7 Killer Digital Marketing Predictions for 2025 (And They’re NOT Just AI!) Part - 1

Tue, 31 Dec 2024 04:00:00 -0400

In part one of this two part episode, Ralph and Lauren discuss their digital marketing predictions for 2025, looking beyond the overhyped buzz around AI to talk about the evolving landscape of productivity tools, influencer strategies, and ethical AI use. They identify trends that will reshape how marketers operate—from automation doubling productivity to the rise of AI-generated influencers. They also discuss the intersection of human creativity and machine precision, and how marketers can adapt and thrive in an AI-driven world. Tune in to explore strategies and future-facing ideas that promise to change marketing as we know it.

Chapters:

00:00:00 - Starting the Journey: Unexpected Opening
00:00:48 - Age, Respect, and the Unseen Korean Connection
00:02:07 - Laughter, Lights, and Produce: A Stand-Up Story
00:05:13 - Spotify Secrets and Listener Love
00:07:58 - Predictions That Will Break the Marketing Mold
00:16:33 - Doubling Time: AI as Your Secret Weapon
00:17:54 - Automation’s Game-Changing Twist
00:19:19 - When Machines Start Thinking: AI Agents Unpacked
00:23:49 - Big Impact from Small Voices: Nano Influence Decoded
00:25:47 - Digital Doppelgangers: AI Influencers Take Center Stage
00:29:18 - Ethics and Innovation: The AI Balancing Act
00:35:30 - Wrapping Up: Bold Predictions and Big Questions

LINKS AND RESOURCES:

Make Smarter Decisions with Tier 11 Data Suite™
Kinky Christian Comedy with Lauren Petrullo | Unfiltered, Hilarious, and Totally Unapologetic!
Episode 555: 13 Explosive Must-Do Marketing Tips for 2024 with Lauren Petrullo
Synthesia
HeyGen
11Eleven Labs
Make
Cardi B - WAP feat. Megan Thee Stallion [Official Music Video]
Wrapped for Creators
How we used Ai and Deep Fakes to create a Spanish version of Perpetual Traffic
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

MUST Listen! The Top 5 Most Engaging Perpetual Traffic Shows of 2024

Fri, 27 Dec 2024 07:00:00 -0400

Today, we’re diving into something special — a curated highlight reel of the five most engaged episodes of 2024. And no, we’re not talking about the most popular ones — these are the episodes that had you glued to your headphones, taking notes, and implementing game-changing strategies. From unraveling the three biggest CRO myths with Raphael Paulin-Daigle to Lauren dropping some Q5 knowledge bombs that slashed CPAs by 90%, this collection is packed with insights. Oh, and let’s not forget the moment we finally cracked the code on Google Search Ads lead generation — a nut we’ve been trying to crack for years. So whether you’re revisiting these gems or hearing them for the first time, buckle up. This is the stuff that’s driving results across $200 million in annual ad spend. Let’s get into it!

Chapters:

00:00:00 – Unveiling the Top 5 Most Engaging Episodes of 2024
00:03:49 - Episode 647: The 3 Big CRO Myths DEBUNKED with Raphael Paulin-Daigle
00:08:43- Episode 649: Fix These 17 Biggest Mistakes You Are Making Right Now With Your Meta Ads
00:12:48 - Episode 652: Finally! How to use Google Ads for Lead Generation
00:15:12 - Episode 654: [WARNING] The 3 Cataclysmic Ad Category Changes Coming to Meta in 2025
00:18:26 - Episode 655: 90% CPA Reduction? Yes, please. How You Can Capitalize on Q5 Right Now

LINKS AND RESOURCES:

Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

How The Tier 11 Data Suite Pinpointed $2,304,177 in Lost Revenue for Airsculpt®

Tue, 24 Dec 2024 07:00:00 -0400

Ralph is sharing an episode he was on of ‘Living the Red Life’ with Rudy Mawer. In this episode, Ralph breaks down a powerful case study showing how his team discovered $2.4 million in revenue from a $500,000 ad spend using the Tier 11 Data Suite. They discuss the importance of attribution tracking beyond Meta's standard 7-day and 28-day reporting windows, particularly for high-ticket offers with long sales cycles. Ralph shares how a strategic offer—a free Botox injection—led to upsells worth thousands of dollars, but only became visible through long-term attribution tracking tools like Wicked Reports. They also touch on the challenges of managing data across multiple disconnected CRMs, the evolving complexity of advertising in 2024, and the critical role of understanding lifetime customer value. This episode is a must-listen for marketers navigating multi-channel ad strategies and long buyer journeys.

Chapters

00:00 – The Starting Gate: Where Strategies Take Shape
00:05 – $500K Input, $2.4M Output: The Revenue Alchemy
01:56 – The Two-Step Secret: From Small Ticket to Big Wins
02:57 – Digital Detective Work: Tools That Reveal the Invisible
03:56 – MOBU Unlocked: A New Era in Ad Buying
04:24 – Rudy’s Red Pill: Marketing in 2025
05:41 – Chaos to Clarity: Multi-Channel Mastery
11:18 – The Attribution Game: Third-Party Tools Exposed
18:09 – Botox & Big Numbers: The Case Study Playbook
24:31 – The Crystal Ball: Marketing's Future Revealed
25:08 – Lessons from the Trenches: Ralph’s Business Playbook
30:31 – The Final Frame: Key Takeaways Locked In

LINKS AND RESOURCES:

Get started with business tools from Meta
AirSculpt
About attribution windows in Meta Ads ManagerAbout attribution windows in Meta Ads Manager
About Meta Ads Reporting
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

90% CPA Reduction? Yes, please. How You Can Capitalize on Q5 Right Now

Fri, 20 Dec 2024 07:00:00 -0400

Ralph and Lauren are going into the details of Q5 marketing—a prime time often overlooked by marketers. They are sharing how leveraging this period, starting mid-December when shipping constraints kick in, can yield leads at a fraction of the cost, especially for high-ticket items. They’ll be walking us through a real-time case study where $700 quality leads dropped to under $70 using strategic ad spending and optimized lead funnels. Ralph and Lauren will also touch on how chaotic human behavior affects lead nurture strategies. Be sure to tune in and embrace this "golden opportunity" window. Start the year ahead of the competition!

Chapters:

00:00:00 – Starting Bold: No Fluff, All Strategy
00:00:42 – Cracking the Case: The 63% Lead Surge
00:02:18 – Golden Weeks Decoded: Welcome to Q5
00:05:50 – High Stakes, High Ticket: The Ultimate Lead Playbook
00:10:58 – Back from the Dead: Breathing Life into Old Leads
00:15:50 – Tactical Brilliance: Paid Traffic Secrets for Q5
00:21:38 – Festive Farewell: Wisdom Wrapped with a Bow

LINKS AND RESOURCES:

Episode 649: Fix These 17 Biggest Mistakes You Are Making Right Now With Your Meta Ads
Generate new leads by providing value for people
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

[WARNING] The 3 Cataclysmic Ad Category Changes Coming to Meta in 2025

Tue, 17 Dec 2024 07:00:00 -0400

Ralph and Lauren get into the shifting tides of advertising, breaking down Meta’s upcoming restrictions and what they mean for businesses in 2025. From sensitive ad categories to the growing challenges of personalized advertising, they lay out strategies to adapt and thrive in a world where privacy laws are rewriting the rules. Along the way, they reflect on co-host dynamics, swap sharp takes on the future of marketing, and leave you with advice to stay ahead of the curve.

Chapters

00:00:00 - Opening Loops & Layers: What's Coming Up?
00:00:13 - New Energy in the Room: Meet the Co-Host!
00:01:28 - Rewind Chronicles: Co-Hosts of the Past
00:02:45 - Meta’s Maze: Surviving a Shifting Landscape
00:04:55 - The Future is Delicate: 2025's Red Flags
00:05:06 - Wellness Hit: Brands Brace for Impact
00:12:21 - Privacy Wars: Personalization vs. Boundaries
00:15:37 - Rulebook Rewritten: Navigating Ad Chaos
00:17:41 - Looking Ahead: Staying Sharp in the Storm
00:28:14 - Endnotes and Epiphanies: Wisdom to Go

LINKS AND RESOURCES:

Episode 649: Fix These 17 Biggest Mistakes You Are Making Right Now With Your Meta Ads
Choosing a Special Ad Category
Agency Freedom Live
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

5 Irresistible Shopify Features You NEVER Knew About…But Must

Fri, 13 Dec 2024 07:00:00 -0400

Ralph Burns and Lauren Petrullo host Andrius Baranauskas, Head of Product at Shopify, to explore Shopify's latest Winter Editions update. The conversation digs into the platform's shift toward enhancing existing features for a streamlined merchant experience. Key highlights include the expansion of "Shop Campaigns," Shopify's dynamic marketing tool, to all merchants, and the power of the Shop App for customer acquisition and retention. The episode also unpacks how Shopify leverages data to optimize customer lifetime value and reduce marketing complexity, offering practical insights for merchants at any stage of growth.

Chapters:

00:00:00 - Opening the Shopify Winter Door
00:01:00 - Boring Edition or Game-Changer?
00:02:15 - The Boring That Makes You Listen
00:04:02 - Not Boring: The Hidden Side
00:07:43 - Marketing Magic: Shopify’s Take
00:12:55 - Shop Campaigns: Simplicity in Strategy
00:16:20 - Shop App: The Secret Weapon
00:23:39 - Privacy and Precision: Audience Insights
00:27:58 - Sales Doubled? Here’s How
00:28:59 - Aiming Smarter: Targeting Evolution
00:29:30 - Cracking the Ad Benchmark Code
00:30:41 - Capitalizing on Ecosystem Synergy
00:33:37 - Customer Costs That Pay Off
00:35:40 - Incentives That Adapt to You
00:38:08 - Success Stories in Simple Campaigns
00:42:46 - Ecosystem Deep Dive and Future Look
00:51:49 - Personalizing the Shop App Journey
00:56:58 - Final Words: Resources You’ll Need

LINKS AND RESOURCES:

Shopify Editions Winter '25
The Boring Edition: Everything improved
Acquire and convert customers at a controlled cost
Drive up to 2x more retargeting conversions
Shop App
Tier 11 on YouTube
Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Finally! How to use Google Ads for Lead Generation

Tue, 10 Dec 2024 07:00:00 -0400

Ralph Burns and John Moran discuss a new feeder strategy designed to address common challenges in search campaigns and Performance Max setups. They’re explaining innovative ways to combat spam leads, optimize ad performance, and improve return on ad spend through structured approaches and practical examples. The duo outlines steps for leveraging feeder strategies to scale campaigns effectively while maintaining high-quality results.

Chapters

00:00:00 - Feeder Strategy 101: Not Your Average Marketing Lesson
00:00:09 - Why Feeder Strategies Deserve a Standing Ovation
00:00:48 - Lead Gen Woes: It’s Not Me, It’s You
00:02:24 - Offline Conversion Imports: The Real MVP
00:03:31 - John Moran’s Secret Recipe for Lead Gen Success
00:04:40 - PMax vs. Lead Gen: The Ultimate Face-Off
00:07:18 - Spam Leads: Identified, Declassified, Neutralized
00:12:55 - A Feeder Strategy Case Study Walks Into a Bar...
00:17:31 - Results So Good, They’re Practically Smug
00:22:15 - The Algorithm’s Favorite Snack: Real ROI
00:25:53 - Wrapping Up: Insights That’ll Make Your Brain Do a Happy Dance

LINKS AND RESOURCES:

Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

The #1 Thing You’re NOT Doing Right Now to Crush It in 2025…And How to Fix It

Fri, 06 Dec 2024 07:00:00 -0400

Ralph and Lauren are discussing the critical moments of business planning and how to evaluate and improve team dynamics, agency partnerships, and overall strategies heading into the new year. Get ready to explore the nuances of prioritizing resources, testing new initiatives, and aligning goals to achieve scalable success. Their strategy over tactics approach offers information you can use to maximize opportunities for your business(es) in 2025!

Chapters

00:00:00 The Starting Line: Welcome to the Show
00:00:34 Holiday Chaos and Quirky Traditions
00:05:53 Crystal Ball Time: Plotting the 2025 Vision
00:07:24 Is Your Team Crushing It or Coasting?
00:13:54 Strategy Isn’t Just a Buzzword—It’s the Game
00:20:02 Lunar New Year, Anyone? Cultural Marketing Wins
00:22:29 Finding Your Goldmine Clients (Hint: They’re Loyal)
00:23:04 Meta vs. Google: Which Channel Deserves Your Love?
00:24:59 Big Goals, Tiny Steps: The Secret to Crushing 2025
00:27:12 Test It, Scale It, But Don’t Break It
00:32:15 Post-Mortem on 2024: Wins, Fails, and WTF Moments
00:39:05 Signing Off: Kind Words and Big Plans

LINKS AND RESOURCES:

Get Your Marketing Performance Indicators™ Checklist Now!
Agency Freedom Live
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

How to Solve Your Digital Marketing Attribution Problem Once and for All

Wed, 04 Dec 2024 07:00:00 -0400

Ralph Burns and John Moran are giving you an exclusive sneak peek into Tier 11's Data Suite, designed to solve the long-standing issues of attribution and data integrity in digital marketing. They explore how this tool leverages edge servers and CDNs to clean up and optimize data, offering marketers better visibility and accuracy for decision-making. They point out the pitfalls of traditional tracking methods, share insights on ad spend optimization, and discuss the implications for small and mid-sized businesses navigating a complex ad ecosystem. Their conversation is laced with examples that explain the impact of precise data in scaling businesses effectively.

Chapters

00:00:00 - Welcome to the Party: Ralph’s Big Data Reveal
00:01:00 - Oh, Privacy, You’re Killing Me: The Data Crisis Unpacked
00:01:36 - The Secret Sauce: Tier 11’s Data Suite (You’re Welcome)
00:02:29 - John’s Here, Let’s Get Serious (Kind of)
00:05:15 - Attribution: The World’s Most Annoying Puzzle
00:08:14 - The Edge, the Warehouse, and the Interface Walk Into a Bar
00:13:14 - War Stories: Real Clients, Real Wins, Real Chaos
00:18:19 - Tech Nerd Alert: The Edge Servers Explained
00:21:05 - Tag, You’re It: The CDN That Knows Everything
00:25:45 - Lost in Data Limbo? Here’s How to Get Out
00:28:12 - First-Party Data: The Cleanest Dirty Laundry You’ll Ever Own
00:30:35 - Performance Max Is Lying to You (But It’s Okay)
00:32:20 - Smarter Decisions Start Here: Data You Can Actually Trust
00:34:22 - Autopsy Time: How Campaigns Succeed (or Crash)
00:35:38 - Performance Max vs. Reality: Spoiler Alert, It’s Complicated
00:36:20 - ROAS Dreams and Brand Nightmares
00:37:43 - Cold Traffic, Warm Wallets: Campaign Tips That Work
00:38:38 - Brave New World: Non-Brand Search Campaigns for Beginners
00:43:54 - Feeder Strategy Gold: Insights You Didn’t Know You Needed
00:45:24 - Q&A: Your Burning Questions, Our Smug Answers
00:54:30 - Black Friday: Scaling Without Losing Your Mind
01:00:05 - That’s a Wrap: See ya!

LINKS AND RESOURCES:

Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Marketing Performance Indicators™ Checklist
Schedule a Tier 11 Discovery Call
AdCritter for Agencies
Agency Freedom Live - December 2024
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Fix These 17 Biggest Mistakes You Are Making Right Now With Your Meta Ads

Fri, 29 Nov 2024 07:00:00 -0400

On today’s show, Ralph and Lauren are talking about the game-changing potential of the Facebook (Meta) Pixel. They’re breaking down the evolution of the Meta Pixel, the differences between standard events and custom conversions, and the often-missed opportunities in advanced tracking. Marketers, tune in to hear how to escape the "muck of mediocrity" and avoid the "data drought" by feeding the algorithm the right data. If you’re ready to stop wasting ad spend and start optimizing your campaigns like a pro, this episode delivers everything you need—no fluff, just results.

Chapters

00:00:00 - Kickoff: Why This Episode Will Change Your Strategy
00:00:33 - The Hidden Power of the Facebook Pixel
00:01:58 - Meta Pixel: What You Never Knew About Its History
00:03:12 - Standard Events vs. Custom Conversions: A Critical Comparison
00:04:53 - Unpacking Standard Events: Insights You Can’t Miss
00:08:21 - Advanced Tracking: The Secret Sauce of Custom Conversions
00:10:21 - Real-World Examples: How Tracking Transforms Strategy
00:12:45 - Why Initiate Checkout Is More Than Just a Click
00:15:03 - The Overlooked Power of Event Hierarchies
00:18:27 - How to Use Standard Events for Precision Optimization
00:21:58 - Real-Life Wins: Data-Driven Campaign Success Stories
00:26:12 - Bridging the Gap: Aligning Tracking with Business Goals
00:29:36 - The Wrap-Up: Practical Takeaways to Propel Your Success

LINKS AND RESOURCES:

Specifications for Meta Pixel standard events
Tier 11 on YouTube
Get Your Marketing Performance Indicators™ Checklist Now!
Agency Freedom Live
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Stop Wasting Your Time on MQLs: 5 Steps to Get More SQLs

Tue, 26 Nov 2024 07:00:00 -0400

Ralph and Lauren tackle the challenges marketers and business owners face when managing lead generation and sales processes. They break down the critical differences between Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs) and share actionable strategies for optimizing ad algorithms and leveraging CRM data effectively. The conversation highlights the power of transparency and alignment within teams and with agency partners to maximize ROI. With a focus on practical insights, they also explore how to use standard events in digital advertising to improve lead quality and drive better business outcomes.

Chapters:

00:00:00 - Kickoff: Welcome to an Unfiltered Dive Into Marketing Strategies
00:01:00 - Listener Reviews: What You’re Saying About the Show
00:03:50 - Constructive Criticism: Turning Feedback Into Actionable Insights
00:08:40 - MQL vs. SQL: Why Knowing the Difference Changes Everything
00:18:05 - MPI Checklist Unpacked: The Simple Tool to Qualify Your Leads
00:19:30 - Lead Qualification Secrets: How to Spot the Real Prospects
00:20:45 - Custom Thank You Pages: The Game-Changer You’re Overlooking
00:22:08 - Campaign Optimization: Attracting the Customers You Actually Want
00:28:43 - Standard Events Masterclass: Supercharging Your Ad Performance
00:33:39 - Final Thoughts: Quick Wins and Next Steps to Level Up

LINKS AND RESOURCES:

Tier 11 on YouTube
Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

[INSANE Case Study] How to Spend LESS & Make MORE on Meta & Google

Tue, 19 Nov 2024 07:00:00 -0400

Ralph and John dig into a case study that flips conventional marketing on its head, showing how rethinking ad spend can drive unexpected results. They explore why focusing on Media Efficiency Ratio (MER) instead of ROAS can uncover hidden opportunities for growth. Through examples and real-time analysis, they reveal strategies for reallocating budgets, cutting unnecessary costs, and achieving better outcomes. Along the way, they take live questions and break down how metrics can reshape business decisions. It’s a session packed with lessons that challenge the status quo and offer a fresh perspective on smarter marketing.

Chapters

00:00:00 - Welcome to the Marketing Jungle: Ralph and John Unleashed
00:00:49 - The Case Study So Wild It’s Practically Fiction
00:02:05 - Doing the Opposite: When Counterintuitive is Just Intuitive
00:03:36 - ROAS vs. Reality: The Brand Campaign Smackdown
00:05:52 - MER Explained: Or Why ROAS is Crying in a Corner
00:08:20 - Results So Good You’ll Wonder If We’re Making Them Up
00:10:50 - ROAS Walks into a Bar. MER Kicks It Out.
00:13:00 - When Saving $7K Feels Better Than Finding $20 in Your Jeans
00:15:30 - $425,000 Later: Did Google Ads Just Buy Itself Dinner?
00:18:05 - Tracking the Truth: Wicked Reports and Google Play Detective
00:20:45 - Why Your Ad Agency’s Yacht Might Be Your Biggest Expense
00:25:10 - Margins vs. Metrics: A Fight as Old as Time, But With Spreadsheets
00:28:00 - Turning Ad Budgets into Revenue: Step One, Don’t Panic
00:30:00 - Final Marketing Lessons: Indicators, Sanity, and Why You Shouldn’t Chase ROAS
00:32:13 - Live Q&A: Your Questions, Our Strategy Confessions
00:33:12 - Shopping Ad Secrets: Turning Standard into Stellar
00:34:24 - Remarketing: When Stalking Your Customers Pays Off
00:35:57 - Demand Gen or Demand "Gen-uinely Confused"?
00:37:51 - Video Action Campaigns: Clickbait With a Purpose
00:38:48 - Gmail Ads: Google’s Expensive Postcards Nobody Reads
00:41:44 - Performance Max: Where Traffic Metrics Go to Party
00:45:52 - Feeder Strategies That’ll Make You Feel Like a Marketing Chef
00:51:33 - Competitive Metrics and Why Lead Gen Feels Like a Marathon
00:57:06 - Wrapping Up: The Last Bits of Genius Before You Hit Replay

LINKS AND RESOURCES:

Tier 11 on YouTube
Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

YouTube vs. TV: Which Is Better?

Fri, 15 Nov 2024 04:00:00 -0400

Ralph and John Moran get into the complexities of multi-channel attribution, with a strong focus on YouTube's challenges and potential for growth. He and John break down how businesses can better understand YouTube’s role in driving conversions, even when the platform's metrics might make it seem like the weak link. They talk about real-world testing strategies, including post-purchase surveys and ad copy tweaks, to capture a clear picture of what works. By taking a holistic approach, Ralph explains how YouTube, Facebook, and Google Performance Max can work together to reveal surprising insights, making this episode essential listening for marketers looking to scale smartly.

Chapters

00:00:00 - Kickoff: Setting the Stage for Success
00:00:39 - Cracking the Code: YouTube Attribution Challenges
00:01:53 - Solutions in Focus: Navigating Multi-Channel Attribution
00:06:09 - Beyond Basics: Why Post-Purchase Surveys Matter
00:11:40 - Real Results: The Pet Hair Rake Case Study
00:20:46 - Ad Testing for YouTube Optimization
00:36:08 - YouTube vs. PDP: Game-Changing Landing Page Tactics
00:37:13 - Facebook vs. YouTube Showdown: Which Ad Wins?
00:44:00 - Agency Success Blueprint: Building from the Ground Up
00:46:51 - Mastering Metrics: Advanced Attribution Tactics
00:53:01 - Rapid-Fire Wisdom: Marketing Takeaways You Need
00:58:28 - Wrapping Up: Lasting Insights and Takeaways

LINKS AND RESOURCES:

Get Your Marketing Performance Indicators™ Checklist Now!
KnoCommerce
Shopper Approved
Tier 11 Jobs
Tier 11 on YouTube
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

What Worked in 2024 that We Want to Double Down on in 2025 with Eddie Maalouf of BAD Marketing

Tue, 12 Nov 2024 07:00:00 -0400

Lauren Petrullo welcomes Eddie Maalouf, founder of BAD Marketing, to discuss strategies for navigating the evolving marketing landscape. They talk about how affiliate marketing, influencer trust, and tailored content creation are shifting in 2025, especially for e-commerce, local businesses, and info products. Eddie shares firsthand insights on creating impactful ads, handling post-holiday marketing, and using AI effectively without overcomplicating campaigns. This conversation dives into what's working now and how brands can position themselves for what's next.

Chapters

00:00:00 - Kickoff: Welcome to Perpetual Traffic
00:01:23 - The Story Behind Eddie Maalouf & Bold Marketing Moves
00:04:24 - 2025 Predictions: Affiliate Marketing’s Trust Game
00:08:38 - Future-Proofing Info Products
00:12:36 - Winning Tactics for Local Business Marketing
00:14:00 - Ads That Work for Local Audiences
00:17:23 - Post-Black Friday: Next Steps for E-commerce
00:18:37 - Upcoming Trends for New Year Sales
00:20:02 - Agency Insider: Insights from the Frontlines
00:23:47 - Effective Media Buying
00:28:10 - AI’s Role in Shaping Marketing
00:32:09 - The Evolution of Interactive Advertising
00:37:16 - Final Predictions and Takeaways

LINKS AND RESOURCES:

Eddie Maalouf on LinkedIn
BAD Marketing
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

The 3 Most Frequently Asked Questions from Marketers Answered!

Fri, 08 Nov 2024 07:00:00 -0400

Ralph talks about the big questions clients are asking as they gear up for 2025: planning strategies, managing campaign expectations, and optimizing ad performance. He breaks down examples from brands across various sectors—covering everything from case studies on large national brands to niche and hospitality businesses. Ralph shares insights on how Tier 11 approaches campaign iterations, creative strategies for user-generated content, and the layered landscape of influencer marketing. This episode is packed with straightforward, no-nonsense advice for making solid marketing moves that can set businesses up for a strong start to the new year.

Chapters

00:00:00 - Introduction and Solo Host Spotlight
00:00:35 - Preparing for Strategic Shifts in 2025
00:01:55 - Frequently Asked Client Questions
00:03:49 - National Brand Case Study
00:07:29 - Insights from a Hospitality Sector Case
00:11:10 - Success Story: Niche Business Tactics
00:14:42 - Mastering Campaign Frequency & Strategy
00:19:16 - Creating Powerful UGC Content
00:25:30 - Levels of Influence: A Guide to Marketing Strategies
00:29:35 - Final Thoughts and Audience Connection

LINKS AND RESOURCES:

Episode 638: The 2-Step Google Strategy to Blow Up Your Service or Lead Gen Business
Episode 637: [‘Case’ Case Study] How Tier 11 Grew this eComm Brand 40% in 6 Months
Tier 11 on YouTube
Get Your Marketing Performance Indicators™ Checklist Now!
Billo
Yotpo
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

7 Key Takeaways to Supercharge Your Business Growth from The Smart Marketer Conference

Tue, 05 Nov 2024 07:00:00 -0400

Ralph and Lauren talk about the value of in-person connections and insights from recent conferences. Ralph shares his experiences from a Smart Marketer event, pointing out the importance of networking beyond scheduled sessions and the impact of an engaged audience. Lauren adds her perspective, gearing up for WebinarCon, where she anticipates learning cutting-edge techniques in webinar funneling. Together, they discuss key takeaways, from maximizing product launches through presales to scaling service offerings without sacrificing quality. Their shared stories have a central message: success often lies in connecting authentically, refining strategies, and staying open to new approaches in marketing and business growth.

Chapters

00:00:00 - Welcome to the Perpetual Traffic Podcast
00:00:29 - Conference Insights and Energizing Takeaways
00:01:29 - WebinarCon: The Power of Webinars
00:05:50 - Smart Marketer Event Highlights
00:09:52 - Networking and Making Connections
00:13:31 - Pre-Sales Strategy for E-commerce
00:17:52 - Limited Batch Launch Strategy
00:19:13 - Pre-Selling Courses: Lessons Learned
00:21:16 - Niche Down to Scale Up
00:24:37 - Cutting Through the Noise
00:27:25 - Optimizing Appointment Bookings
00:34:52 - Concluding Thoughts and Takeaways

LINKS AND RESOURCES:

Tier 11 on YouTube
Get Your Marketing Performance Indicators™ Checklist Now!
Webinarcon
Episode 634: Fire Your Overpriced Marketing Consultant & Use AI The RIGHT Way with Russ Henneberry
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

[BodySculpting Case Study] How We Made $2,304,177 in Delayed Revenue on $609,526 in Ad Spend

Fri, 01 Nov 2024 07:00:00 -0400

Ralph and Lauren are talking about the power of brand-building and marketing strategies that go beyond typical sales tactics. They explore how case studies from diverse industries—like the spa and beauty sectors—point out the importance of a full-funnel approach, from initial brand awareness to strategic entry offers that pave the way for higher-value conversions. Drawing from real client results, they stress the value of patient, data-informed decisions and share insights on crafting a layered marketing strategy. As they look ahead to the holiday season, Ralph and Lauren also touch on Black Friday preparations, urging listeners to leverage unique, value-driven offers to stand out in a competitive market.

Chapters

00:00:00 - Introduction to Perpetual Traffic Podcast
00:00:24 - Celebrating Audience Success Stories and Wins
00:02:00 - Leveraging Podcasting for Brand Growth
00:05:23 - Overview of Today’s Case Study
00:08:29 - Targeted Solutions for Spa Industry
00:13:07 - Data-Driven Marketing for Better Results
00:17:35 - Revenue Analysis and Calculating ROAS
00:19:06 - Understanding Customer Journey and Spending
00:21:10 - Impact of Brand Lift on Conversions
00:23:15 - Competitive Strategies for Saturated Markets
00:26:47 - Crafting a Complete Funnel Strategy
00:28:46 - Preparing Brands for Black Friday
00:31:04 - Closing Remarks and Upcoming Topics

LINKS AND RESOURCES:

Tier 11 on YouTube
Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

How to Charismatically Market Your Business Like Trump, Cowell & Mr. Wonderful

Tue, 29 Oct 2024 07:00:00 -0400

Ralph and Lauren dive into the importance of authenticity in personal and business branding. They discuss how letting unique traits shine can create a memorable and compelling brand identity. They also tackle the impact of charisma and the role of bold, sometimes polarizing choices in differentiating yourself from competitors. Discussing that standing out means attracting the right audience and being unafraid to repel others, Ralph and Lauren explore how leaning into one’s true personality can be a powerful business strategy.

Chapters

00:00:00 Start with Ralph and Lauren
00:00:25 A Quick Debate on Heights and Humor
00:01:51 Authenticity in the World of Social Media
00:03:09 Unpacking the Power of Charisma
00:03:41 Goodreads Goals and Personal Ambitions
00:04:12 Inside Lauren’s Marketing Mindset
00:06:05 Why Being Polarizing Matters
00:14:45 Charismatic Leaders and Their Influence
00:22:53 Navigating Marketing Industry Challenges
00:27:57 Leaving the Corporate Grind Behind
00:28:13 Rethinking the Agency Model
00:28:26 Diving Deep into Client Goals
00:28:57 Revisiting the Power of Charisma
00:29:40 Narcissism Meets Leadership
00:30:23 Relatable Corporate Stories
00:32:55 The Legendary Kennedy-Nixon Debate
00:35:14 Ryan Reynolds: Charisma Personified
00:38:01 Public Persona vs. Private Self
00:41:13 Making a Stand in Marketing
00:50:24 The Power and Purpose of Branding
00:52:19 Wrapping Up with Next Steps

LINKS AND RESOURCES:

The McCartney Legacy: Volume 1: 1969 – 73
Absolute Charisma: How Highly Charismatic People Think, Act, and Speak to Charm and Influence People with Ease (Communication Skills and Charisma Development, Book 4)
Get Your Marketing Performance Indicators™ Checklist Now!
Kennedy vs. Nixon: The first 1960 presidential debate
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

How Radioactive Octopus Balls Made Us Better Marketers

Fri, 25 Oct 2024 07:00:00 -0400

Ralph Burns and Lauren Petrullo dig into the dynamics of masterminds and how they shape the business landscape. They share their experiences from attending high-ticket masterminds and discuss takeaways for business owners, including the importance of creative fatigue in marketing, how AI-generated images are disrupting LinkedIn ads, and why sleep hygiene is crucial for entrepreneurial success. Their reflections offer both humor and insight, giving you a glimpse into the challenges and rewards of running a business.

Chapters

00:00:00 - Orlando Adventures Begin!
00:00:26 - Disney Secrets Revealed
00:02:21 - Networking That Changes Lives
00:05:34 - Mastermind Event Game-Changers
00:07:22 - Unleashing AI Power in Marketing
00:11:58 - Sleep Hacks for Success
00:17:20 - Why Masterminds Are Essential
00:25:50 - The Thin Line Between Charisma and Narcissism
00:30:38 - Standing Up for What Matters
00:31:05 - Jason Fladlin’s Selling Secrets
00:33:50 - The Surprising Power of Long-Form Content
00:36:53 - The Book Writing Advantage
00:41:24 - Master Podcasting & Listener Engagement
00:50:10 - SEO Jacking & Celebrity Leverage
00:54:31 - Engaging Your Community Like Never Before

LINKS AND RESOURCES:

Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

The 2-Step Google Strategy to Blow Up Your Service or Lead Gen Business!

Tue, 22 Oct 2024 07:00:00 -0400

Ralph Burns and chief strategist John Moran from Tier 11 break down a detailed case study focused on optimizing a Google ad campaign for a service-based client. They discuss the challenges of scaling in competitive markets using a two-step strategy combining TCPA and MaxClicks campaigns. John talks about how they achieved a 140% revenue increase while reducing ad spend by 27%, providing insights into managing media efficiency and gaining early wins. It's a deep dive into the mechanics of ad optimization, with key takeaways for marketers looking to fine-tune their strategies.

Chapters

00:00:00 – Kickoff: Diving Into Q4 Strategies and Case Studies
00:05:00 – Unveiling the Dual Prong Strategy
00:10:00 – Breaking Down the Campaign Setup
00:15:00 – MaxClicks Delivers Early Wins
00:20:00 – TCPA vs. MaxClicks: A Winning Combo
00:25:00 – Targeting the Right Audience with Smart Bidding
00:30:00 – Knowing Your Client’s Business: A Key to Success
00:35:00 – Reviewing State-by-State Ad Performance
00:40:00 – Scaling Smartly Through Seasonal Shifts
00:45:00 – Leveraging Audience Data for Better Ads
00:50:00 – Looking Ahead: Next Steps for Campaign Growth

LINKS AND RESOURCES:

Tier 11 on YouTube
Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

[‘Case’ Case Study] How Tier 11 Grew this eComm Brand 40% in 6 Months

Fri, 18 Oct 2024 07:00:00 -0400

Ralph and Lauren dig into a case study that showcases how data-driven decisions can bring major growth. They walk through a real-world example of how focusing on creative strategies and identifying key target audiences led to a 40% year-over-year increase in sales. Ralph and Lauren talk about the power of analyzing both demographic data and customer acquisition costs, making a strong case for why businesses need to focus on simplicity and precision in their marketing. Curious about how to double down on what works and cut out what doesn’t? Tune in to find out.

Chapters

00:00:00 - Kicking off with Ralph and Lauren from Two Different Countries
00:00:20 - Contrasting Climates: Sweating in Mexico, Freezing in Canada
00:01:34 - Discovering Montreal: Gardens, Olympic Stadiums, and Poutine
00:04:01 - Time for the Big Reveal: Case Study of the Day
00:05:32 - Why Creative is Your Secret Weapon in Marketing
00:08:53 - The Sales Slump: Identifying the Problem
00:16:09 - A Simple Fix with Big Results: Solving the Puzzle
00:17:08 - Data to the Rescue: Leveraging Insights for Growth
00:20:46 - Getting Creative with Your Audience Targeting
00:22:16 - Speaking Your Audience's Language: The Real Game Changer
00:22:34 - Turning Around Declining Sales: Real Results, Real Growth
00:23:14 - New Customers, New Profits: The Key Metrics That Matter
00:25:05 - Creative Strategies That Move the Needle
00:27:32 - Benchmarking Success: How Data Drives Smart Decisions
00:37:28 - Fine-Tuning Your Creative for Maximum Impact
00:45:21 - Case Study Wins and What’s Next for Growth
00:46:51 - Wrapping Up: Final Thoughts and Takeaways

LINKS AND RESOURCES:

Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 on YouTube
Smart Marketer Live
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Declassified: Secret Meta Ad Creative Strategies Revealed!

Tue, 15 Oct 2024 07:00:00 -0400

Ralph Burns and John Moran are joined by Lauren Schwartz, of The Loft 325, to talk about the significant role that creative strategy plays in digital marketing, particularly when paired with effective media buying. They discuss the importance of merging creative elements with data-driven traffic strategies, focusing on how user-generated content (UGC) performs compared to more product-focused ads. They explore a specific case study involving pet wellness ads, analyzing why certain ads—especially those featuring relatable images of pets—outperform others despite having less apparent polish. The trio also goes into the collaborative relationship between creative teams and media buyers, pointing out how understanding both sides can lead to more successful campaigns. Through real-time examples, Ralph, John, and Lauren provide insights on how creative and media buying can work together for better ad performance, and tease future iterations and tests that could further improve results.

Chapters

00:00:00 - Kicking off Perpetual Traffic (Livestream!)
00:02:15 - Meet Lauren Schwartz: A Key Player in Creative Strategy
00:02:55 - Why Your Media Buying Needs Creative to Succeed
00:05:42 - Unveiling the Magic: Breaking Down a Winning Campaign
00:08:18 - Creative Breakdown: What Drives Performance?
00:11:54 - Tapping into Emotional Power: Ads That Connect
00:16:22 - Emotional Triggers in Pet Ads: Why UGC Outperforms Traditional Creative
00:21:42 - How Collaboration Sparks Better Creative Strategies
00:26:35 - Real-Time Example: Improving Creative Strategies with Live Adjustments
00:30:02 - The Importance of Iterating and Troubleshooting Campaigns
00:33:49 - Engagement Metrics: Understanding Your Audience’s Reactions
00:35:08 - Deep Dive: Metrics That Reveal Ad Success
00:37:33 - Case Study: Using Ad Cloning to Maximize Performance
00:39:43 - Creating Synergy Between Traffic and Creative for Maximum Impact
00:43:59 - Q&A Segment: Ad Strategies and Key Insights
00:47:23 - Audience Questions: How to Maximize Ad Impact Across Platforms
00:52:11 - Quick Tips for LinkedIn Advertising Success
00:56:59 - Wrapping Up: Insights for Future Campaigns

LINKS AND RESOURCE:

Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 on YouTube
What Metrics and KPIs Should I Pay Attention to for Effective Performance Measurement and Decision-Making?
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Meta Vs. Google: Enemies No More? How They Work Together with John Moran

Fri, 11 Oct 2024 07:00:00 -0400

Ralph Burns and John Moran discuss the evolving synergy between Meta and Google, taking a look at how these two platforms can work together to drive powerful marketing results. They revisit the legendary Michigan Method and adapt it for 2024, revealing innovative strategies for scaling ad campaigns and optimizing creative testing at scale. With in-depth insights into advanced techniques for audience targeting, budget management, and real-time campaign adjustments, this episode offers cutting-edge tactics for marketers looking to elevate their traffic and conversion strategies. Tune in to discover how these timeless approaches can still deliver game-changing results today.

Chapters

00:00:00 - Welcome to the Perpetual Traffic Podcast Live Show w/ John Moran
00:01:00 - Meta and Google: A Dynamic Duo for 2024 Marketing Success
00:01:30 - The Michigan Method: Old but Gold—Revamped for the Future
00:02:20 - Going Live: Unpacking Cutting-Edge Traffic Strategies
00:03:37 - Meta Ads Evolution: From Creative Testing to Mastery
00:06:42 - Scaling Like a Pro: The Power of Cloning Campaigns
00:09:52 - Unlocking a New Creative Testing Methodology for 2024
00:13:03 - Data-Driven Insights: Analyzing Results to Optimize Campaigns
00:15:05 - Insider Tips: Advanced Techniques for Meta’s Creative Testing
00:20:00 - Open Targeting Secrets: Maximize Your Campaign Reach
00:28:10 - Audience Deep Dive: Open Targeting Secrets You Need to Know
00:33:17 - Campaign Strategy Breakdown: Inbound vs Outbound Success
00:34:48 - Scaling at Scale: The Blueprint for Creative Testing in Meta
00:36:13 - Q&A: Best Practices for Google Shopping Feeder Strategy
00:37:38 - Q&A: Device Bid Adjustments to Optimize Traffic
00:39:41 - Q&A: Cold Traffic vs Warm Traffic—When and How to Target
00:40:40 - Q&A: Feeder Strategy and Search Terms—What Works Best
00:48:31 - Q&A: How to Nail Omni-Channel Media Strategies for Maximum Reach
00:49:04 - Q&A: Pro Tips on Meta Campaign Setups for Big Wins
00:54:34 - Final Thoughts and Q&A: Optimizing Hotel Campaigns for Success

LINKS AND RESOURCES:

Episode 71: The Michigan Method: A Strategy for Scaling Ad Campaigns
Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 on YouTube
What Metrics and KPIs Should I Pay Attention to for Effective Performance Measurement and Decision-Making?
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Fire Your Overpriced Marketing Consultant & Use AI The RIGHT Way with Russ Henneberry

Tue, 08 Oct 2024 07:00:00 -0400

AI marketing expert Russ Henneberry is sharing his advice on how marketers can leverage AI tools to their full potential. From his journey in digital marketing to the creation of AI marketing hubs, Russ will walk you through the usual mistakes marketers make with AI and how to solve them by customizing AI to your specific business needs. Be sure to tune in to hear how to overcome the "cold start" problem and use AI to enhance your content creation, copywriting, and overall marketing strategy.

Chapters

00:00:00 - Welcome to Perpetual Traffic: Your Guide to AI Marketing
00:00:22 - Meet Russ Henneberry: From Digital Marketer to AI Specialist
00:01:15 - The Power of AI: Why Most Marketers Get It Wrong
00:03:23 - Russ’s Journey: From Boredom to AI Pioneer
00:10:01 - How to Build Your Own AI Marketing Hub
00:15:32 - Customize AI to Speak Your Business’s Language
00:17:52 - Practical AI Hubs: Why Your Marketing Needs One
00:20:50 - Solving the Cold Start Problem with AI Content Creation
00:22:37 - Step-by-Step: Building a Successful AI Marketing Hub
00:23:53 - Supercharge Copywriting and Content Creation with AI
00:25:22 - Data Integration: How AI Can Elevate Your Marketing
00:28:03 - Real-World Applications: Why AI is the Future of Marketing
00:29:17 - Context is Everything: AI Efficiency Explained
00:31:40 - The Future of AI: Where Marketing is Heading
00:37:00 - Special Offers and Final Thoughts: Get Ahead with AI

LINKS AND RESOURCES:

Join theCLICK
Russ Henneberry on LinkedIn
Untouchables
Digital Marketing For Dummies (For Dummies (Business & Personal Finance)
Claude AI
ChatGPT
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

The 5 Laws to Achieve Your Dreams: Bob Burg’s Proven Formula

Fri, 04 Oct 2024 07:00:00 -0400

Ralph and Lauren welcome Bob Burg, author of The Go-Giver, to discuss the opinion that true success in business comes from focusing on giving value rather than just getting results. Bob breaks down the philosophy of putting others first and how doing so can actually lead to greater success, both financially and relationally. Bob also talks about the five laws of stratospheric success he wrote about in his book. The five laws are the Law of Value, the Law of Compensation, the Law of Influence, the Law of Authenticity, and the Law of Receptivity. It’s a reinvigorating take on business growth, showing that helping others is the best way to help yourself.

Chapters

00:00:00 - Welcome to the Show
00:00:34 - The Secret to Real Success
00:01:17 - What is The Go-Giver?
00:02:50 - The Mindset Shift: From Getting to Giving
00:04:19 - Applying The Go-Giver to Business and Marketing
00:07:16 - The Five Laws of Stratospheric Success
00:07:53 - The Law of Value
00:15:05 - The Law of Compensation
00:17:56 - The Law of Influence
00:21:01 - Storytelling for Business Success
00:22:02 - The Importance of Authenticity
00:24:11 - Misconceptions About Authenticity
00:28:02 - The Law of Receptivity
00:31:05 - Final Thoughts and Resources

LINKS AND RESOURCES:

Bob Burg Website
Books Written by Bob Burg
Influence: The Psychology of Persuasion
The New One Minute Manager
Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 on YouTube
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

How to Target ACTUAL Cold Traffic on Meta (Hint: It’s Not Exclusions)

Tue, 01 Oct 2024 07:00:00 -0400

Ralph and Lauren talk about the challenges of Meta’s audience segmentation and how to drive better results by focusing on new customer acquisition. Joined by Scott Desgrosseilliers, they break down key marketing performance indicators and share strategies for building effective funnels, analyzing traffic, and optimizing campaigns. With insights into attribution, trends, and preparing for Black Friday, this episode provides practical tips for scaling traffic and improving return on ad spend. Plus, listeners get an exclusive offer from Wicked Reports to take their marketing to the next level.

Chapters

00:00:00 - Unlock $1,000 in Value with Wicked Reports
00:01:00 - Welcome to Perpetual Traffic from Boston and Portugal
00:02:27 - Scott Desgrosseilliers Breaks Down Marketing Metrics Magic
00:07:02 - Meta’s Audience Segmentation: A Double-Edged Sword?
00:12:26 - Building a Winning Funnel Block by Block
00:18:47 - How Meta’s AI May Be Limiting Your Campaign Reach and What You Can Do About It
00:25:04 - Traffic Columns: What You Need to See for Growth
00:26:43 - Attribution Woes: Are Your Numbers Lying?
00:27:29 - Current Trends and Cost Insights You Can't Ignore
00:28:24 - The Power of New vs. Repeat Customers in Scaling
00:30:50 - Delayed Conversions: Hidden Value in Your Data
00:32:44 - Optimizing Your Strategy for Fresh Traffic and Sales
00:36:26 - CAC to LTV: Unlocking the Growth Formula
00:38:30 - Getting Ready for Black Friday: What You Must Know
00:40:25 - Wicked Reports' $1,000 Offer to Accelerate Your Success

LINKS AND RESOURCES:

WICKED REPORTS + PERPETUAL TRAFFIC
Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 on YouTube
About Advantage lookalike
Episode 625: The Proven “2-Step Method” to Fool The Google Algorithm & Scale Your Campaigns with John Moran
Get more people to your website.
Episode 624: How to Maximize Your Black Friday/Cyber Monday Feeding Frenzy NOW
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

How to Create a Killer AI Chatbot in 4 Steps

Fri, 27 Sep 2024 07:00:00 -0400

Ralph and Lauren are discussing the challenges of balancing business growth with client work, all while managing travel and life on the go. They share tips on how leadership meetings can keep your team aligned and reveal exciting announcements about their own businesses. Ralph and Lauren also break down the growing role of chatbots and AI in handling customer service, including when to introduce them and how they can save time and money. Tune in to hear examples of how AI is transforming business operations and what you need to know to stay ahead.

00:00:00 - Perpetual Traffic Podcast Kick-Off
00:00:14 - Meet the hosts: Ralph Burns & Lauren E. Petrullo
00:01:42 - Balancing work and travel: Secrets from Lauren's European tour
00:06:25 - Major business milestones ahead
00:09:00 - Why leadership meetings are critical for scaling success
00:11:52 - Striking the perfect balance: Client work vs. business growth
00:19:02 - Revolutionary email management hacks
00:20:33 - Exploring the power of chatbots and AI in modern business
00:21:31 - How to assess if your business is ready for a chatbot
00:22:29 - Case studies of chatbots that transformed customer experiences
00:23:19 - Training your chatbot for maximum efficiency
00:24:41 - Chatbots 2.0: How they’re evolving with AI
28:56 - Why every business needs a knowledge base
00:31:55 - Chatbot legality: What you need to know
00:36:20 - Wrapping up with insights and a sneak peek into future episodes

LINKS AND RESOURCES:

Asian Beauty Essentials
The Loft 325
Get Your Marketing Performance Indicators™ Checklist Now!
Virtual Boss: A practical guide for masterfully leading and managing remote teams
Traction: Get a Grip on Your Business
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

3 Essential Marketing Performance Indicators You’re Not Using…But Should

Tue, 24 Sep 2024 07:00:00 -0400

Ralph Burns, Lauren Petrullo, and Scott Desgrosseilliers talk about how to measure marketing success using specific performance indicators. They break down the importance of tracking new website visits, the cost of acquiring new customers, and how to use tools like Wicked Reports to make smarter decisions with ad spend. The conversation also touches on how to balance cold and warm traffic, and how these metrics can guide a company's growth strategy. If you want to understand how data can improve your marketing and boost results, this episode offers practical insights you can start using right away.

Chapters

00:00:00 - Unlock Your Exclusive $1,000 Data Science Offer
00:01:05 - Welcome to the Perpetual Traffic Podcast!
00:01:43 - Meet Scott Desgrosseilliers: The Marketing Data Master
00:02:30 - Breaking Down Marketing Performance Indicators (MPIs)
00:03:22 - Why New Website Visits Are Your Secret Weapon
00:05:26 - Step-by-Step: Setting Up Wicked Reports for Success
00:08:33 - Mastering Wicked Reports: How to Drive New Visits
00:12:15 - Exploring the Role of AI in Driving New Website Traffic and Conversions
00:18:32 - Warm Traffic Secrets Inside PMAX Campaigns
00:19:39 - The Untapped Power of Cold Traffic
00:20:40 - Essential Metrics for Forecasting and Budgeting
00:22:59 - Spend Smart: Optimizing Your Ad Budget with Data
00:24:46 - Making Smarter Decisions with Wicked Reports
00:29:08 - Campaign Analysis: Performance Over Time
00:36:57 - Wrapping Up: Final Thoughts and a Special Offer

LINKS AND RESOURCES:

WICKED REPORTS + PERPETUAL TRAFFIC
Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 on YouTube
Wicked Reports
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

(Part 2)How to Use TikTok Ads The Right Way to Grow Your Business

Fri, 20 Sep 2024 04:00:00 -0400

Ralph and Lauren welcome Bahar Bozdogan and Sheraz Amin to the show. They discuss how TikTok has evolved from a fun app for dances and memes into a serious marketing tool for businesses. The experts talk about the power of measurement, attribution, and lead generation on the platform. Exploring how brands can use TikTok’s tools to understand customer behavior, improve ad performance, and even drive e-commerce sales through TikTok Shops. If you're curious about how TikTok can work for your business, this episode breaks down the strategies and tools that can help you grow.

Chapters

00:00:00 – Welcome to the Perpetual Traffic Podcast
00:00:34 – Connecting with Perpetual Traffic on Telegram
00:01:26 – Genealogy Surprises
00:02:15 – Introducing TikTok Guests
00:03:50 – TikTok's Measurement and Attribution
00:10:15 – The Power of Long-Term Attribution on TikTok
00:16:31 – TikTok's Evolution and Lead Generation
00:21:45 – Lead Generation Strategies on TikTok
00:27:00 – Data Connections and Measurement Tools
00:33:15 – Introduction to Reporting and Conversion Studies
00:34:39 – Framework for Data Connections and Testing
00:35:44 – Expanding Partnerships and Ecosystem
00:38:25 – Practical Examples of Measurement Tools
00:40:28 – Importance of Incrementality Testing
00:45:10 – Incrementality Testing and Real Business Results
00:52:24 – TikTok Shops and E-commerce Integration
00:55:53 – Final Thoughts and Recommendations

LINKS AND RESOURCES:

Grow Your Brand with TikTok Ads
Get the TikTok Performance & Measurement Checklist!
Tier 11 on YouTube
Attribution Overview
Shopper Approved
KnoCommerce
Bahar Bozdogan on LinkedIn
Sheraz Amin on LinkedIn
Meet TikTok Symphony, our new Creative AI suite
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

Which ‘Clicks’ Should I Care About in Digital Marketing?

Tue, 17 Sep 2024 04:00:00 -0400

Ralph and Lauren wrap up their series on measuring marketing performance indicators (MPIs). They discuss the nuances of cost-per-click (CPC) and in-app metrics, addressing the importance of tracking engagement in ads and understanding the impact of outbound clicks. Ralph and Lauren also talk about the often-overlooked value of instant experience ads, a powerful tool for enhancing engagement and reducing costs. For those running ads across multiple platforms, they explain how to use data to refine campaigns and drive better results. Tune in to hear how small tweaks can lead to big gains in digital marketing!

Chapters

00:00:00 - Welcome! Ralph and Lauren Discuss Exciting Podcast Travel Plans
00:01:22 - Kicking Off the Final Chapter on MPIs
00:02:20 - In-App ROAS: When It Matters and When It Doesn’t
00:03:49 - CPC Breakdown: What Are You Really Paying For?
00:05:53 - Instant Forms and the Meta Metrics Mystery
00:09:17 - The Frustration of Meta’s Untracked Instant Form Clicks
00:13:35 - Deconstructing Click Metrics for Better Ad Performance
00:17:59 - Unlocking the Power of Instant Experience Ads
00:25:55 - Mastering Full Funnel Advertising Strategies
00:31:52 - Wrapping Up with a Call to Action and What’s Next

LINKS AND RESOURCES:

Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 on YouTube
Clicks (all)
Know the difference between "Clicks (all)" and "Link clicks"
Troubleshoot the difference between link clicks and outbound clicks
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

How to Use TikTok Ads The Right Way to Grow Your Business

Fri, 13 Sep 2024 04:00:00 -0400

Ralph Burns and Lauren Petrullo are discussing TikTok's role in performance marketing. They are joined by Jorge Ruiz, Global Head of Marketing Science at TikTok, and Adolfo Fernández, Global Product Strategy & Operations at TikTok. They talk about how the platform is moving beyond its reputation as a top-of-funnel awareness tool. They also discuss TikTok features aimed at helping businesses achieve full-funnel success, integrating automation, vertical-specific strategies, and enhanced creative tools powered by AI. They focus on the importance of shifting from media-focused metrics to business outcomes, making the case for TikTok as a valuable tool for driving real-world results across industries. This episode is packed with insights for marketers looking to maximize the platform's potential for growing their businesses!

Chapters:

00:00:00 – Kicking Off the Perpetual Traffic Podcast
00:01:18 – Special TikTok Guests in the House!
00:02:24 – Meet Jorge Ruiz & Adolfo Fernández from TikTok
00:04:37 – TikTok's Growing Influence on Performance Marketing
00:07:24 – Why We’re Redefining What Performance Marketing Means
00:09:00 – Blurring the Lines Between Branding and Performance
00:10:48 – How Consumer Behavior is Changing Marketing Strategies
00:12:32 – The Shift from Media KPIs to Business KPIs
00:14:11 – TikTok's Role in Driving Business Outcomes
00:16:15 – Breaking Free from Last Click Attribution Models
00:18:29 – Convergence of Branding, Commerce, and Performance
00:22:30 – TikTok's Unique Approach to Full Funnel Marketing
00:24:03 – TikTok's Vision: Where Marketing Meets Commerce
00:32:42 – Unlocking the Secrets of Measurement Systems
00:34:45 – How Creative Content Drives Success on TikTok
00:36:48 – TikTok Symphony: AI Meets Human Imagination
00:42:08 – Building a Full Funnel Strategy with TikTok
00:47:29 – Using Post Purchase Surveys for Attribution Mastery
00:51:56 – The Secret Sauce: TikTok’s Unmatched User Engagement
00:56:51 – What’s Next for TikTok? A Peek into the Future of Marketing
01:02:51 – Wrapping Up: Key Takeaways & Final Thoughts

LINKS AND RESOURCES:

Grow Your Brand with TikTok Ads
Get the TikTok Performance & Measurement Checklist!
Tier 11 on YouTube
Attribution Overview
Shopper Approved
KnoCommerce
Jorge Ruiz on LinkedIn
Adolfo Fernández on LinkedIn
Meet TikTok Symphony, our new Creative AI suite
PT on Telegram
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

Want to Be A SUCCESSFUL Influencer? The 4-Step Guide to Success

Tue, 10 Sep 2024 04:00:00 -0400

Ralph and Lauren are diving into VidSummit! Lauren attended and is sharing insights from the creator space. They explore the power of consistency, endurance, and data-driven strategies for YouTube success, touching on examples of creators who grew massive followings through relentless focus and adaptation. Ralph and Lauren discuss the importance of staying committed while being open to pivoting when necessary, all while staying attuned to the evolving landscape of content creation. Whether you're a seasoned creator or just starting, you’ll walk away with great advice for building long-term success!

Chapters

00:00:00 – Kicking Off with Ralph and Lauren: Welcome to Perpetual Traffic
00:00:26 – Frustration Friday: From 9 Hours of Sleep to Karaoke All-Nighters
00:01:32 – VidSummit Takeaways: Free Swag, Smoothie Channels, and Elevator Rides
00:02:48 – Creator Insights: How Consistency Builds YouTube Giants
00:10:28 – The Hard Truth: You Need Grit and Resilience for Long-Term Success
00:12:10 – Obsess Over the Data: How YouTubers Crack the Code
00:16:45 – Real Talk: Why Consistency Alone Won’t Guarantee Success Without Market Insight
00:20:08 – Is Your Market Shrinking? Knowing When to Pivot or Press On
00:28:13 – Wrapping Up: Lessons, Links, and What Comes Next on Perpetual Traffic

LINKS AND RESOURCES:

Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 on YouTube
Fenitas
Fenitas on YouTube
Mr. Beast on YouTube
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

The Proven “2-Step Method” to Fool The Google Algorithm & Scale Your Campaigns with John Moran

Fri, 06 Sep 2024 04:00:00 -0400

Ralph and John dive into an advanced YouTube live session packed with tactical insights for Google Ads professionals. In this episode, they reveal a powerful two-step strategy designed to outmaneuver Google’s algorithm, ensuring maximum efficiency and scalability in campaigns. They break down the critical roles of manual CPC and TROAS bidding strategies, showing how to use manual CPC to secure the first click and TROAS for precise retargeting. The discussion is rich with actionable advice, including the benefits of managing separate campaigns, the significance of click shares, and the strategic use of broad match versus exact match keywords. Ralph and John also tackle pressing audience questions, offering expert guidance on handling unstable e-commerce inventory, optimizing add-to-cart events, and effectively balancing P-Max with standard shopping campaigns. This episode is a must-listen for digital marketers looking to elevate their Google Ads game.

Chapters:

00:00:00 - Introduction to the Perpetual Traffic Podcast
00:00:13 - Why YouTube Lives are Essential for Staying Ahead in Google Ads
00:03:28 - Audience Engagement: Real-Time Insights and Interaction
00:04:39 - Company Updates: Legal Matters and Growth Strategies
00:07:47 - Unveiling the Two-Step Strategy to Outsmart Google’s Algorithm
00:09:45 - Using TROAS for Targeted Retargeting
00:12:15 - Broad Match vs. Exact Match Keywords
00:15:44 - Mastering Campaign Performance: Optimization Techniques Explained
00:17:02 - The Challenge of Scaling Without Losing Profitability
00:21:15 - How Click Share Affects Ad Visibility and Spend
00:25:30 - Strategies for Scaling Campaigns Beyond Initial Success
00:29:05 - Addressing Google’s Price Fixing in Ad Auctions
00:31:05 - Decoding Google’s Bidding Strategies and Classifications
00:32:59 - Proven Tactics for Scaling Your Google Ads Campaigns
00:34:14 - How to Prioritize Campaigns for Maximum Impact
00:36:40 - Expert Q&A: Tackling Google Ads Challenges and Best Practices
00:38:15 - Dealing with E-commerce Sites and Unstable Inventory
00:41:00 - Managing the Balance Between P-Max and Standard Shopping Campaigns
00:43:20 - Best Practices for Scaling Google Ads Campaigns
00:46:10 - Excluding Existing Customers from Campaigns
00:47:25 - Running Standard Shopping Campaigns with P-Max
00:50:35 - Effectiveness of Micro Conversions in Google Ads
00:53:09 - Addressing Unstable Inventory in E-commerce Campaigns
00:57:12 - Rapid Fire Q&A: Quick Solutions to Common Google Ads Issues
00:59:13 - Wrapping Up: Key Takeaways and Next Steps

LINKS AND RESOURCES:

Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 on YouTube
Remarketing Lists for Search Ads (RLSA): What You Need to Know
About Target ROAS bidding
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

How to Maximize Your Black Friday/Cyber Monday Feeding Frenzy NOW

Tue, 03 Sep 2024 07:00:00 -0400

Ready to crush Black Friday and Cyber Monday? Join Ralph Burns and Lauren Petrullo as they reveal the secret sauce to early prep, irresistible offers, and creative lead gen that will make your competitors wish they started in July. Whether you're bringing the Gucci-level discounts or just a fruit salad, we've got the strategies to make sure you win big. Tune in and get ready to own Q5!

Chapters

00:00:00 - Welcome to the Black Friday Strategy Session
00:01:00 - July is the New November: Early Prep Insights
00:03:25 - The Real Cost of Black Friday: Why Preparation Starts Now
00:06:15 - How to Win Q5: Lead Gen Strategies that Last
00:09:45 - Gucci Discounts vs. Fruit Salad: Crafting Irresistible Offers
00:15:20 - Testing Grounds: Why Labor Day Sales Set the Stage for Success
00:25:05 - Quizzes, Lead Magnets, and the Power of Archetypes
00:27:55 - Know Your Audience: Targeting and Content Roadmaps
00:28:55 - Master the Art of Engaging Content: Quizzes and Beyond
00:29:55 - The Secret Sauce: Balancing Value with Sales Pitches
00:31:15 - Personal Stories, Big Lessons: Making Your Brand Relatable
00:33:20 - Lead Magnets That Work: From Creative Discounts to Real Value
00:38:15 - Brand Differentiation: Standing Out in a Crowded Market
00:45:00 - Winning Strategies for Major Sales Events: From Black Friday to Cyber Monday
00:47:55 - Last-Minute Tips: Make the Most of Your Campaigns
00:49:35 - Final Thoughts: Don't Miss Out on the Biggest Sales Week of the Year

LINKS AND RESOURCES:

Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 on YouTube
Tidio Black Friday Facts & Cyber Monday Stats [Report 2024]
Leather Up
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

The 7 Bedrock Principles of Influence for Any Marketer with Dr. Robert Cialidini

Fri, 30 Aug 2024 04:00:00 -0400

Dr. Robert Cialdini, the renowned author of Influence and Pre-Suasion, shares his groundbreaking principles of ethical persuasion. Delving into the psychology behind why people say "yes," Cialdini explains how small changes in your approach can lead to significant improvements in marketing, sales, and overall influence. From understanding the power of reciprocity to leveraging social proof and authority, this conversation is packed with actionable insights that can transform your business strategies and elevate your impact.

Chapters:

00:00:00 - Welcome to Perpetual Traffic Podcast!
00:00:32 - Meet Dr. Robert Cialdini: The Godfather of Influence
00:02:01 - How a Broken Pen Shaped Dr. Cialdini’s Career Path
00:05:47 - Unveiling the Seven Principles of Persuasion
00:07:26 - Why Reciprocation and Liking Drive Influence
00:09:36 - Harnessing Authority and Social Proof for Better Marketing
00:12:51 - The Role of Scarcity and Commitment in Decision Making
00:17:26 - The Power of Unity in Ethical Influence
00:24:15 - Learning from Past Mistakes: A Key to Credibility
00:25:38 - Admitting Weakness: A Surprising Strength in Persuasion
00:26:53 - The Subtle Power of Language in Influence
00:30:49 - Why Reviews Matter: The Psychology Behind Feedback
00:34:05 - The Towel Study: A Real-World Example of Social Proof
00:36:22 - Why Timeless Principles of Influence Still Work Today
00:42:50 - How to Connect with Dr. Cialdini and Learn More
00:44:24 - Wrapping Up: Key Takeaways and Final Thoughts

LINKS AND RESOURCES:

Cialdini Website
Influence: The Psychology of Persuasion
Pre-Suasion: Channeling Attention for Change
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Mongoose Media
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

How to Hire a Bouncer For Your CRM & Make More Money (Not Get More Leads)

Tue, 27 Aug 2024 04:00:00 -0400

Ralph Burns and Lauren Petrullo are discussing a game-changing approach to lead generation. They talk about the pitfalls of chasing high volumes of leads and the importance of filtering out unqualified prospects right from the start. They are going to guide you on how to focus on attracting only those who truly matter to their business. If you’re wanting to refine your marketing tactics and maximize the effectiveness of your campaigns, then tune in to this episode. Rethink your lead generation and align your efforts with quality over quantity!

Chapters:

00:00:00 - Welcome to Perpetual Traffic: The Ultimate Guide for Smart Marketers
00:01:00 - Unveiling the Wicked Smart Award: What's Behind the Win?
00:03:00 - The Real Value of Leads: Why Quantity Isn't Everything
00:04:31 - Mastermind Insights: Tactics That Drive Real Results
00:05:42 - Lead Generation Revolution: Implementing Conditional Logic
00:12:52 - Real-World Applications: How the Pros Do It
00:15:16 - Maximizing Your Meta Campaigns: From Ads to Leads
00:18:31 - Stop Wasting Time: Eliminate Delays in Your Sales Funnel
00:19:21 - Case Study Spotlight: Beauty Brand & Acting Program Success
00:20:24 - Delivering the Right Content: Tailoring to Your Audience
00:22:40 - Counterintuitive Marketing: Strategies That Defy the Norm
00:29:27 - Harnessing the Power of Algorithms: What You Need to Know
00:32:46 - Wrapping Up: Key Takeaways and Final Thoughts

LINKS AND RESOURCES:

Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 on YouTube
How to create a lead ad using Meta Ads Manager
Duct Tape Marketing Revised and Updated: The World's Most Practical Small Business Marketing Guide
Episode 575: The Duct Tape Marketing Method: Revamping Small Business Strategies with John Jantsch
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

From “Gardener” to “Goat”: 5 Leadership Lessons to Take Your Business to The Next Level

Fri, 23 Aug 2024 04:00:00 -0400

Ralph and Lauren dive into the critical role of leadership in business success, sharing their experiences from the Elite Leadership Summit in Park City, Utah. From the adrenaline of mountain biking mishaps to the insightful strategies discussed at the conference, they explore the importance of empathy, team ownership, and continuous leadership development. Discover how investing in leadership skills can help you scale your business, improve team dynamics, and lead with greater impact. This episode is packed with actionable advice and real-world examples that will inspire you to elevate your leadership game.

Chapters:

00:00:00 - Welcome to the Perpetual Traffic Podcast
00:00:29 - Lauren's Mountain Biking Adventure and the Elite Leadership Summit
00:02:22 - Mountain Biking Mishaps
00:09:27 - Leadership Lessons from the Conference
00:14:41 - Empathy and Team Motivation
00:19:04 - Empathy in Leadership
00:19:05 - Organizational Structure and Its Importance
00:22:00 - Leadership and Idea Generation
00:26:03 - Hiring and Task Management
00:29:49 - Leadership Styles and Roles
00:34:15 - Balancing Leadership and Innovation
00:38:50 - Strategic Planning and Innovation
00:42:34 - Final Thoughts and Takeaways

LINKS AND RESOURCES:

Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 on YouTube
Virtual Boss: A practical guide for masterfully leading and managing remote teams
The 21 Irrefutable Laws of Leadership: Follow Them and People Will Follow You
Brett Gilliland
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

The ‘Non-Stalker/Stalker Method’ to Connect With Any VIP, Referral or Client with Dr. Jeremy Weisz

Tue, 20 Aug 2024 04:00:00 -0400

Dr. Jeremy Weiss reveals his innovative non-stalking method for networking that has significantly grown his professional network without the usual transactional feel. Jeremy discusses how he systematically builds genuine relationships with VIPs and influencers to enhance business growth. Through anecdotes and practical advice, he illustrates how anyone can apply these strategies to not only increase their network but also create meaningful, lasting business relationships. Whether you're a seasoned executive or an emerging entrepreneur, this episode provides actionable insights into transforming your networking approach to achieve greater success and influence.

Chapters:

00:00:00 - Introduction to the Episode: Welcoming listeners to a special discussion on strategic networking
00:01:15 - Meet Dr. Jeremy Weiss: Introduction to our guest expert in networking without feeling transactional
00:03:04 - Unpacking the Non-Stalking Stalking Method: How to network effectively without the usual pressures
00:04:21 - The Art of Genuine Relationships: Strategies to build authentic connections for business growth
00:11:06 - Key Steps to Engage with VIPs: Jeremy's four-step strategy to connect with influential figures
00:22:44 - Mastering Self-Made Introductions: Tips for initiating contact without waiting for an invite
00:29:00 - Systemizing Outreach: How to automate and organize your networking efforts effectively
00:32:57 - Enhancing Outreach for Better Engagement: Strategies to increase the impact of your networking
00:33:20 - How to Network with Industry Leaders: Practical advice for connecting with top influencers
00:34:54 - The Tony Horton Networking Challenge: A real-world example of connecting with high-profile individuals
00:37:34 - Discovering Mutual Benefits: Finding the win-win in new professional relationships
00:40:58 - The Power of Giving Referrals: How helping others can expand your own network
00:47:17 - Efficient Networking: Managing your time and expectations to maximize results
00:53:10 - The Value of Deep Connections: Why meaningful relationships trump sheer numbers
01:00:40 - Wrapping Up: Summary of insights and where to connect with Dr. Jeremy Weiss

LINKS AND RESOURCES:

🎤 Dr. Jeremy Weisz on LinkedIn
Rise 25
INspired INsider
INspired INsider Podcast
Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 on YouTube
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

The 3 Biggest LTV Mistakes Businesses Make (And How to Fix Them)

Fri, 16 Aug 2024 04:00:00 -0400

Ralph and Lauren go into a deep discussion about marketing metrics that truly matter. They cover the importance of customer lifetime value, sharing strategies to encourage repeat purchases and maximize long-term profitability. They also talk about often-overlooked post-purchase experience, including effective email sequences and personalized touches like handwritten notes. Tune in to hear Ralph and Lauren’s fresh perspectives on how to build stronger, more profitable customer relationships.

Chapters:

00:00:00 - Kicking Off with Laughs and Penultimate Introductions
00:01:00 - The Tale of the T-Shirt: Adventures in Penis Memorabilia
00:03:27 - From Laughs to Leads: Diving into Marketing Performance Indicators
00:07:40 - Unpacking Customer Lifetime Value (LTV) Like Never Before
00:11:51 - Beyond First Sales: Strategies to Keep Customers Coming Back
00:14:00 - Avoiding the Pitfalls of Discounting
00:17:30 - Personalizing the Customer Experience
00:19:15 - The Role of Email in Boosting Repeat Sales
00:20:58 - The Art of the Follow-Up: Email Reorder Sequences Done Right
00:22:14 - Welcome Sequences: Turning First Impressions into Lasting Loyalty
00:23:43 - Ensuring They Actually Use It: Steps to Boost Product Consumption
00:29:06 - Retargeting Magic: How to Bring Customers Back for More
00:34:07 - The Customer Experience: Little Touches That Make a Big Difference
00:37:22 - Personalizing the Post-Purchase: The Power of Handwritten Notes
00:39:27 - Wrapping Up: Final Thoughts and Key Takeaways

LINKS AND RESOURCES:

Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 on YouTube
The Icelandic Phallological Museum
[SWIPE] Download The Perfect Welcome Email Template
Episode 613: What Are Marketing Performance Metrics™ & Why Are They Important?
Search John Moran on PT Website
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

Case Study: The Secret to Profitably Scaling Your Product Line Without Going Broke

Tue, 13 Aug 2024 07:00:00 -0400

In this episode, you’re invited behind the scenes of a real-world marketing case study, revealing the strategies and decisions that led to both success and setbacks. From the importance of Marketing Performance Indicators (MPIs) to the challenges of balancing product diversification with profitability, this discussion uncovers the critical factors that can make or break a business. You’re sure to gain knowledge on how to scale your own ventures without sacrificing your long-term goals. Tune in to learn how to optimize your marketing efforts and maintain a steady growth trajectory.

Chapters

00:00:00 - Kickoff: Perpetual Traffic Unplugged
00:00:30 - Scaling Wins & Losses: A Real-World Case Study
00:01:10 - The MPI Playbook: Your Business’s Secret Weapon
00:03:15 - Real Talk: Live Stories & Unfiltered Marketing Moments
00:05:00 - Stage Fright Confessions: From Time Square to Triumph
00:09:00 - Aligning Ambitions: Setting and Achieving Marketing Goals
00:16:00 - The Attribution Tug-of-War: Balancing Efficiency with Reality
00:20:00 - Understanding the Customer Journey: Beyond Last-Click Attribution
00:24:15 - Channel Siloing: Why It’s Hurting Your Marketing Strategy
00:27:30 - MER Mastery: Breaking Down Media Efficiency Ratio
00:30:25 - Client Goals in Motion: When Strategies Pivot
00:31:15 - NCAC Headaches: Navigating New Customer Costs
00:34:00 - Performance Pulse Check: What February and March Reveal
00:35:00 - Ad Spend Smarts: Making Every Dollar Count
00:36:15 - Strategic Shifts: NCAC’s Impact on the Bigger Picture
00:39:50 - Revenue Roadmap: Hitting Targets with MER Insight
00:43:30 - When Diversification Goes Wrong: The NCAC Dilemma
00:48:00 - MER in Action: Realigning Strategy for Better Results
00:51:00 - Strategic Adjustments: Lessons Learned and Moving Forward
00:52:45 - The Listener’s Seat: Q&A with the Experts
01:02:45 - The Final Word: Wrapping Up and Looking Ahead

LINKS AND RESOURCES:

Get Your Marketing Performance Indicators™ Checklist Now!
Search John Moran on PT
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Subscribe to Perpetual Traffic! Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

The Hidden Truth About Reputation Management with DJ Sprague

Fri, 09 Aug 2024 04:00:00 -0400

Ralph and Lauren dive deep into the world of online reputation management with experts DJ Sprague and Scott Brandley from Shopper Approved. They discuss the critical role that customer reviews play in building trust and driving conversions in the eCommerce space. The conversation touches on the impact of Amazon’s review system on consumer behavior, the importance of triangulating your brand’s reputation across multiple platforms, and actionable strategies for optimizing your online presence. With insights into how reviews influence buyer decisions and tips for leveraging negative feedback, this episode is packed with practical advice for marketers looking to enhance their brand’s credibility and conversion rates.

Chapters:

00:00:00 - Welcome to the Perpetual Traffic Podcast
00:01:19 - Why Reputation Management Matters
00:02:27 - Welcoming DJ Sprague and Scott Brandley to PT
00:03:00 - What Is Reputation Management and Why It’s Critical
00:04:48 - How Customer Reviews Drive Trust and Sales
00:06:02 - Amazon's Impact on Consumer Behavior and Expectations
00:08:05 - Reputation Management Strategies for eCommerce Success
00:09:28 - The Power of Social Proof in Boosting Conversion Rates
00:18:04 - Triangulating Your Brand’s Reputation for Maximum Credibility
00:27:41 - Differentiating Seller and Product Reviews for Impact
00:30:16 - Turning Negative Reviews into Conversion Opportunities
00:34:47 - Case Study: How Antigua Wheels Transformed Their Reputation
00:35:36 - Learning from Nike’s Reputation Management Missteps
00:36:39 - The Essential Strategy of Triangulating Reviews
00:39:26 - Boosting Conversions with Q&A Tools and Proven Techniques
00:43:03 - Exclusive Offer for Perpetual Traffic Listeners
00:47:48 - Episode Wrap-Up and Key Takeaways

LINKS AND RESOURCES:

Shopper Approved
Reputation King
Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 on YouTube
MPI Glossary
PT on Telegram
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

nCAC, nMER & nAOV: What Are They & Why Are They So Important in Your Marketing

Tue, 06 Aug 2024 07:00:00 -0400

Ralph and Lauren discuss how important it is to understand and utilize key marketing performance indicators to drive business growth. They cover the significance of new customer acquisition costs (NCAC), the effective use of CRM and third-party tools, and the power of pop-ups for data collection. Ralph and Lauren also talk about the importance of turning customers into brand evangelists, offering insights and tips for marketers at all levels. Tune in to gain valuable knowledge and strategies to elevate your marketing efforts.

Chapters

00:00:00 - Dive into the Perpetual Traffic Podcast with Ralph and Lauren
00:00:52 - Sneak Peek: Exciting Series Ahead
00:01:29 - Comparing Skincare Routines to Marketing Strategies
00:01:53 - Crucial Metrics: Why Marketing Performance Indicators Matter
00:03:21 - Must-Have: Free Downloadable Marketing Resources
00:06:14 - In-Depth Look: Analyzing Key Marketing Metrics
00:12:04 - Understanding Your New Customer Acquisition Cost (NCAC)
00:16:40 - Political Spin: Applying NCAC to Campaigns
00:20:00 - Seamless Integration: CRM and Third-Party Tools
00:20:43 - Pop-Up Power: Gathering Customer Data Effectively
00:21:07 - Mastering Customer Segmentation Techniques
00:21:23 - Breaking Down Website Visitor Analytics
00:21:44 - Optimizing Pop-Up Strategies for Better Engagement
00:23:26 - Leveraging Wicked Reports for Precision Data
00:24:39 - The Vital Role of Tracking Customer Acquisition Costs
00:28:19 - Assessing New Customer Metrics for Growth
00:34:59 - Turning Customers into Brand Evangelists
00:41:30 - Wrapping Up: Final Thoughts and Resources

LINKS AND RESOURCES:

Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 on YouTube
MPI Glossary
PT on Telegram
What Are Marketing Performance Metrics™ & Why Are They Important?(Apple Podcasts)
YouTube: Enemies No More: Using Google and Meta Together for 10x Returns | Perpetual Traffic EP 563
PT Website: Episode 563: Enemies No More: Using Google and Meta Together for 10x Returns
Episode 564: Enemies No More: Using Google and Meta Together for 10x Returns – Part 2
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Don't forget to subscribe to Perpetual Traffic! Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

The 3 Most Important Marketing Performance Indicators™ & Why You Need Them

Fri, 02 Aug 2024 04:00:00 -0400

Ralph and Lauren dive into the importance of integrating various marketing channels to maximize business growth. They discuss how blending traffic sources like Google and Meta can lead to lower overall costs and higher returns. They talk about the significance of customer acquisition costs (CAC) and new customer acquisition costs (NCAC), and how businesses can misinterpret these metrics if not analyzed correctly. They discuss the need for understanding marketing performance indicators (MPIs) and the role of third-party tools in providing clear insights. Ralph and Lauren also touch on the challenges businesses face with operations and product quality, and how these can impact the effectiveness of marketing efforts. Tune in to learn how to leverage marketing metrics to make smarter business decisions and achieve long-term success!

Chapters:

00:00:00 Welcome to the Perpetual Traffic Podcast
00:00:43 Meet Your Hosts and Join Our Telegram Group
00:01:10 Marketing Performance Educators: Today's Focus
00:02:45 Why Financial Metrics Matter in Marketing
00:03:31 Key Marketing Metrics You Need to Know
00:06:34 How Blending Traffic Channels Can Boost Your Results
00:10:23 Traditional Advertising: Is It Still Relevant?
00:15:04 Breaking Down Customer Acquisition Cost (CAC)
00:21:23 Why NCAC Is Crucial for Your Growth
00:22:33 Maximizing Profits with Average Order Value (AOV)
00:24:46 Real Client Stories: Overcoming Operational Challenges
00:26:53 Media Buying Strategies for Lower Customer Acquisition Costs
00:30:07 Marketing Efficiency Ratio (MUR): What It Means for You
00:37:09 Multilingual Marketing: Expanding Your Reach
00:38:07 Wrapping Up: Conclusion and Call to Action

LINKS AND RESOURCES:

Get Your Marketing Performance Indicators™ Checklist Now!
Tier 11 on YouTube
PT on Telegram
What Are Marketing Performance Metrics™ & Why Are They Important
YouTube: Enemies No More: Using Google and Meta Together for 10x Returns | Perpetual Traffic EP 563
PT Website: Episode 563: Enemies No More: Using Google and Meta Together for 10x Returns
Episode 564: Enemies No More: Using Google and Meta Together for 10x Returns – Part 2
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

The #1 Mistake Marketers Are Making Right Now (and How to Fix It) with John Moran

Tue, 30 Jul 2024 04:00:00 -0400

Ralph Burns and John Moran have a discussion about the fundamental principles of demand generation versus demand capture in digital marketing. They talk about how to effectively scale campaigns by understanding the nuances of audience engagement and conversion attribution. John and Ralph go over the importance of structuring marketing strategies that focus on generating demand rather than just capturing it. You’re going to learn advanced techniques for optimizing ad campaigns, leveraging both Meta and Google platforms, and ensuring a holistic approach to marketing metrics that drive true business growth. Whether you're a seasoned marketer or new to the field, you’ll gain valuable perspectives on maximizing the impact of your digital advertising efforts!

Chapters:

00:00:00 Welcome to the Perpetual Traffic Podcast - The Journey Begins
00:00:35 Unpacking the Evolution of Marketing Metrics - A Fresh Perspective
00:01:54 Meet John Moran - Mastering Marketing Performance Indicators
00:02:43 Why Business Metrics Matter - Insights for Growth
00:04:53 Our First YouTube Live with John Moran - Going Live!
00:06:47 Digital Marketing Essentials - The Core Elements
00:11:12 Traffic and Business Health - Key Understandings
00:18:23 Meta and Google Performance Case Study - Real-World Applications
00:25:14 The Role of Incrementality Testing - Measuring True Impact
00:29:07 Attribution Challenges and Solutions - Navigating Complexity
00:33:32 Innovative Techniques for Traffic Generation - Beyond Basics
00:37:46 Creative Strategies for Audience Engagement - Innovative Approaches
00:40:13 Levels of Engagement - Comprehensive Explanations
00:43:38 Remarketing and Sales Cycles - Advanced Techniques
00:48:46 Interactive Q&A Session - Audience Insights and Questions
00:57:54 Key Takeaways and Practical Tips - Applying the Knowledge
01:05:13 Final Thoughts and Announcements - Wrapping Up

LINKS AND RESOURCES:

Tier 11 on YouTube
Get Your Marketing Performance Indicators™ Checklist Now!
The MPI Glossary
PT on Telegram
Previous John Moran Episodes!
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

What Are Marketing Performance Metrics™ & Why Are They Important?

Fri, 26 Jul 2024 04:00:00 -0400

Ralph and Lauren welcome TJ Kelly, VP of Sales at Tier 11. They discuss the importance of connecting marketing efforts directly to financial outcomes. They also challenge the conventional reliance on ROAS and other in-app metrics, advocating for a holistic approach that prioritizes profitable growth and sustainability. Tune in for insights about optimizing your business’ marketing strategy by focusing on metrics that matter.

Chapters:

00:00:00 Welcome to the Perpetual Traffic Podcast
00:00:43 Surviving a Category 5 Hurricane in Jamaica: Lauren's Wild Story
00:03:59 Introducing Our New Multi-Episode Series
00:05:53 Why Marketing Performance Indicators (MPIs) Matter More Than Ever
00:08:11 The Real Deal on Marketing Metrics: What You Need to Know
00:12:18 Bridging the Gap: How Marketing Connects to Business Health
00:22:45 Case Studies and Real-World Wins: What You Can Learn
00:25:08 Demystifying Marketing Efficiency Ratio (MER)
00:26:15 Breaking Down Silos: The Challenge of Isolated Marketing Channels
00:28:04 Apparel Brand Case Study: Beyond ROAS
00:30:01 MPIs in Action: Driving Real Business Outcomes
00:36:35 Integrating Finance and Marketing: A Strategic Approach
00:42:51 Wrapping Up: Key Takeaways and Final Thoughts

LINKS AND RESOURCES:

MPI Checklist
Episode 602: How Google Ads Are Ripping You Off & How To Scale In Spite Of It
PT on Telegram
HURRICANE DEVASTATES CARIBBEAN
Wicked Reports
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

How to Use the Microsoft Outage to Sell More of Your Stuff

Tue, 23 Jul 2024 04:00:00 -0400

Ralph and Lauren tackle the biggest IT outage in history and how businesses can turn these situations into marketing opportunities. They share strategies for leveraging current events to boost brand visibility and engage customers in meaningful ways. From creative marketing ideas to the importance of memorable customer interactions, this episode will leave you rethinking your approach to business growth!

Chapters:

00:00:00 - Welcome to Perpetual Traffic Podcast
00:01:00 - Telegram Tidbits: Join the Party
00:02:00 - Metrics Mania: Today’s Hot Topic
00:03:30 - Sponsor Shoutout: Jim Weed’s Wonder Brew
00:05:30 - IT Apocalypse: The Largest Outage Ever
00:08:00 - Newsjacking 101: Marketing Goldmine
00:11:00 - Real-Time Relevance: Staying Ahead with News
00:14:30 - Brainstorm Bonanza: Creative Marketing Hacks
00:19:00 - Tactical Tactics: Turning Ideas into Action
00:25:31 - Memorable Moments: Creating Lasting Impressions
00:29:59 - Wrap-Up: Final Thoughts and Future Steps

LINKS AND RESOURCES:

First Thing: Microsoft outage takes out banks, airlines and businesses
Competitors and Alternatives to CrowdStrike Falcon
Google Alerts
Newsjacking: How to Inject Your Ideas Into a Breaking News Story and Generate Tons of Media Coverage
PT on Telegram
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

(Part 2) How to Craft a Legendary Brand and Create Raving Fans with Scott Wozniak

Fri, 19 Jul 2024 07:00:00 -0400

In this episode, Scott Wozniak shares the secrets behind creating a powerful customer experience engine that turns satisfied customers into raving fans. Scott discusses the importance of operational excellence, personalized service, crafting memorable moments, and the need for businesses to build trust and demonstrate genuine care for their customers. Using lessons from Chick-fil-A and the wisdom of Obi-Wan Kenobi, Scott explains how businesses can differentiate themselves by celebrating their customers' successes and creating unforgettable experiences. Tune in to learn how to elevate your brand and leave a lasting impact on your audience.

Chapters

00:00:00 - Kickoff: Introduction to the Customer Experience Engine with Scott Wozniak
00:01:12 - Essential Insights: The Power of Operational Excellence
00:02:20 - Building Bridges: Trust through Consistency
00:05:45 - The Value of Consistency: Why Customers Return
00:10:48 - The Personal Touch: Showing You Care with Personalized Service
00:17:17 - Magic Moments: Creating Memorable Experiences
00:20:06 - Wisdom from Star Wars: Obi-Wan's Mentorship Lessons
00:21:27 - Fan Frenzy: Turning Customers into Raving Fans
00:23:29 - Real-world Examples: Chick-fil-A's Memorable Moments
00:25:48 - Victory Lap: Celebrating Business Wins
00:26:53 - Industrial Celebrations: Nucor's Unique Ways of Honoring Clients
00:29:28 - Success Metrics: Tracking and Celebrating Milestones
00:34:03 - Connect with Scott Wozniak: Insights and Opportunities

LINKS AND RESOURCES:

Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

How to Craft a Legendary Brand and Create Raving Fans with Scott Wozniak

Tue, 16 Jul 2024 07:00:00 -0400

In this episode, Ralph sits down with Scott Wozniak to discuss the secrets behind building a legendary brand. Scott shares insights from his book, "Make Your Brand Legendary," explaining how to create raving fans who return repeatedly and spread the word about your business. Using case studies like Chick-fil-A versus McDonald's, Scott explains the importance of understanding your customer and effective systems in driving success. Tune in to learn strategies for turning your business into a customer-centric powerhouse.

Chapters

00:00:00 - Welcome to the Perpetual Traffic Podcast!
00:01:09 - Introducing Scott Wozniak: From Florida to Legendary Branding
00:02:47 - Practical Application: The Key to Turning Ideas into Actions
00:06:49 - What Makes a Legendary Brand? Insights from Scott Wozniak
00:07:48 - Creating Raving Fans: The Secret Sauce to Business Success
00:11:08 - McDonald's vs. Chick-fil-A: A Tale of Two Brands
00:17:09 - Building Raving Fans in Any Industry: Tips and Tricks
00:19:51 - Legendary Brands: Not Just for Big Names - Anyone Can Achieve This
00:22:18 - The Engine Metaphor: Fueling Your Brand's Success
00:24:28 - The Backbone of Legendary Branding
00:27:15 - Customer Insight: The Key to Understanding Why They Choose You
00:33:41 - Tools for Gaining Customer Insight: Practical Resources
00:37:24 - Effective Tools and Techniques for Gaining Valuable Customer Insight
00:41:07 - Wrapping Up: Conclusion and Final Thoughts from Scott Wozniak

LINKS AND RESOURCES:

Make Your Brand Legendary: Create Raving Fans With the Customer Experience Engine
Customer Experience Engine swoz
Webstie
Legendary Brand Academy
Scott Wozniak - Speaking
PT on Telegram
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

Unlock the Secrets of Connection: 3 Steps to Supercommunication with Charles Duhigg

Fri, 12 Jul 2024 04:00:00 -0400

In this episode, Ralph and Kasim reunite to welcome Charles Duhigg, the mastermind behind "The Power of Habit." As they discuss the secrets of habit formation and the art of communication, Charles explains how simple tweaks can alter behaviors and relationships. Charles talks about everything from the unexpected origins of toothbrushing to the surprising science behind effective communication and much more. His ability to distill complex ideas into actionable steps will leave you rethinking your daily routines and interactions. Tune in to learn the habits and communication strategies that can drive personal and professional success.

CHAPTERS

00:00:00 - Kicking Off: Welcome to the Perpetual Traffic Podcast!
00:01:33 - The Comeback Kid: Kasim Returns from Podcast Retirement
00:03:17 - Fanboy Moment: Introducing Charles Duhigg, Author of 'The Power of Habit'
00:04:06 - Beyond Habits: Exploring the Science of Communication with Charles Duhigg
00:05:27 - Communication Breakdown: Why Your Conversations Might Be Failing
00:10:29 - Quick Fixes: Practical Tips to Become an Effective Communicator
00:13:15 - Emotional vs. Practical: Navigating Different Types of Conversations
00:18:06 - The Deep Dive: Mastering Deep Questions and the Matching Principle
00:20:34 - Listen Up: How to Prove You’re Listening with the Looping Technique
00:22:56 - Real Connections: The Importance of Genuine Conversations
00:25:00 - Team Secrets: Inside Google’s Project Aristotle and Team Dynamics
00:29:08 - Safety First: The Role of Psychological Safety in Team Success
00:32:18 - Evolution of Talk: From Phone Conversations to Emojis and GIFs

LINKS AND RESOURCES:

Charles Duhigg Books
About Charles
‘Smarter, Faster, Better’: The New Science of Productivity
Ready to Evolve Your Digital Marketing? Let's Talk.
PT on Telegram
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

(Part 2) 3X Your Revenue, $0 Down: The Secret Acquisition Playbook with Tom Shipley

Tue, 09 Jul 2024 04:00:00 -0400

This episode is part two of Ralph and Tom Shipley’s conversation. They discuss the complexities of business acquisitions. Tom shares his expertise on structuring deals, evaluating financial health, and negotiating effectively. He talks about the importance of trust and vision in making successful acquisitions, including strategies you can use. From understanding the true profit picture to exploring innovative deal structures and safeguarding cash flow, Tom offers advice for anyone looking to grow their business through acquisitions. Tune in to gain a fresh perspective on leveraging acquisitions for business growth.

Chapters:

00:00:00 - Welcome & Ralph Introduces Tom Shipley: Expert in Acquisitions
00:01:00 - Understanding Deal Structure Basics
00:03:40 - Building Trust and Vision in Deals
00:06:34 - Key Insights on Evaluating Financials
00:09:30 - Revealing the True Profit Picture
00:12:28 - Essential Tips for Negotiation
00:18:13 - Exploring Creative Deal Structures
00:22:45 - Implementing Cash Flow Safeguards
00:28:20 - Final Thoughts and Upcoming Events

LINKS AND RESOURCES:

DEALCON LIVE
PT on Telegram
Email Tom
Tom on LinkedIn
Agency Ventures Aggregator
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

3X Your Revenue, $0 Down: The Secret Acquisition Playbook with Tom Shipley

Fri, 05 Jul 2024 04:00:00 -0400

Ralph welcomes Tom Shipley, an entrepreneur with a background in special forces and a track record of building successful businesses through mergers and acquisitions. Tom shares his journey from the challenges of the tech bubble to creating Atlantic Coast Brands, telling you the strategies and insights that have driven his success. You’ll learn a lot about the nuances of business growth, creative financing, and how to find and close acquisition deals. Tom's stories and advice are like a guide for business owners looking to scale in innovative ways. So, tune in if you’re aiming to elevate your entrepreneurial game!

Chapters:

00:00:00 - Welcome to Perpetual Traffic Podcast
00:00:39 - Meet Tom Shipley: Serial Entrepreneur and Former Special Forces Operator
00:01:58 - Unlocking Business Growth through M&A
00:04:40 - Tom Shipley's First Business Ventures
00:05:09 - Surviving the Tech Bubble
00:06:47 - Building a Beauty Empire: Atlantic Coast Brands
00:10:07 - Innovative Financing and Acquisition Techniques
00:14:24 - Identifying Perfect Acquisition Targets
00:17:00 - Creative Deal Structures
00:19:30 - Leveraging Your Network for Funding
00:21:45 - Motivations Behind Selling a Business
00:24:00 - Retaining Key Employees
00:26:00 - Case Studies of Successful Acquisitions
00:27:07 - Steering Clear of Acquisition Pitfalls
00:34:14 - Gear Up for DealCon Conference
00:35:27 - Final Thoughts and How to Get in Touch

LINKS AND RESOURCES:

DEALCON LIVE
PT on Telegram
Email Tom
Tom on LinkedIn
Agency Ventures Aggregator
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

How to Strangle Slack Before It Strangles You

Tue, 02 Jul 2024 04:00:00 -0400

Ralph and Lauren are discussing using Slack for business communication and productivity. They cover the pitfalls of relying too much on Slack, sharing how it hindered productivity and created chaos in their teams. Ralph and Lauren also talk about their journey of transitioning to more structured project management tools like Jira and ClickUp. Plus, the importance of having a dedicated system for task management. Be sure to tune in to learn how you can enhance team productivity and communication strategies.

Chapters:

00:00:00 - Welcome to Perpetual Traffic: Maximizing Business Growth
00:00:28 - Meet Your Hosts and Join the Inner Circle
00:01:01 - Slack: A Double-Edged Sword in Business Communication
00:03:15 - Radical Overhaul: Transforming Slack Usage for Efficiency
00:05:22 - From Chaos to Order: Embracing Jira and ClickUp
00:10:35 - Evolving Project Management: Adapting ClickUp for Team Needs
00:15:45 - ClickUp Unleashed: The Power of Effective Project Management
00:20:08 - Automations and Workflows: Streamlining Tasks in ClickUp
00:23:54 - Mastering Efficient Communication: Tips and Tricks
00:29:12 - Beyond Tasks: Using Slack to Foster Company Culture
00:33:53 - Wrapping Up: Key Takeaways and How to Connect

LINKS AND RESOURCES:

ClickUP
Jira
Ready to Evolve Your Digital Marketing? Let's Talk.
PT on Telegram
15 Best Project Management Software Picked For 2024
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

The Meta Easy Button For Getting More Leads That Actually Buy

Fri, 28 Jun 2024 04:00:00 -0400

Ralph Burns and Lauren Petrullo discuss the ingenious marketing tactics of Ryan Reynolds and his ability to hijack social media trends for maximum impact. They go over Lauren's latest presentation at M3, revealing advanced strategies for optimizing Meta ads and leveraging CRM pixels to improve lead quality. The episode also features examples of how to use current social trends to create powerful marketing campaigns. From Ryan Reynolds' creative responses to social media buzz to practical tips on configuring sales funnels, this episode is packed with valuable information for all you marketers aiming to elevate your game. Tune in to learn how to transform your marketing approach and achieve better results!

Chapters:

00:00:00 - Welcome to Perpetual Traffic
00:00:27 - Meet the Hosts and Join Our Telegram Community
00:00:42 - Ryan Reynolds and Marketing Legends Unveiled
00:02:40 - Highlights from Lauren's Presentation at M3
00:03:38 - Dissecting Ryan Reynolds' Marketing Brilliance
00:04:27 - News Hacking and Riding Social Trends
00:05:11 - Ryan Reynolds' Popcorn Bucket Response: A Marketing Masterclass
00:08:13 - Using Social Trends to Amplify Your Marketing
00:13:04 - Strategies for Optimizing Meta Ads for Better Leads
00:14:59 - CRM Pixels Demystified
00:17:00 - Strategies for Implementing CRM Pixels
00:18:30 - Importance of Asking Qualifying Questions
00:23:45 - Case Study: High-Quality Lead Acquisition
00:25:30 - Optimizing Data Flow Between CRM and Meta
00:27:00 - Enhancing Lead Quality Through Detailed Data Collection
00:30:46 - Building a Sales Funnel with Meta: Step-by-Step
00:33:38 - Navigating Lead Qualification and CRM Challenges
00:36:30 - Practical Solutions for Lead Qualification Issues
00:40:26 - Mastering Pixel Creation and Data Management
00:48:23 - Exploring Meta's Lead Center and CRM Alternatives
00:54:55 - Final Thoughts and Practical Implementation Tips

LINKS AND RESOURCES:

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

Why You’re Focusing on The Wrong Marketing Metrics & What Its Costing You

Tue, 25 Jun 2024 04:00:00 -0400

Ralph and Lauren tackle the ins and outs of measuring success in digital marketing. Today they’re talking about the world of metrics, profitability, and client expectations. Together, they break down the difference between revenue and cash collected, explore customer spending patterns, and offer insights on calculating customer lifetime value. With a focus on practical strategies for retention and lifecycle marketing, this episode is a must-listen for anyone looking to refine their approach to digital marketing and drive real results.

Chapters:

00:00:00 - Welcome to the Perpetual Traffic Podcast
00:00:34 - Join Our Engaging Telegram Community
00:01:30 - Celebrating Birthdays and Personal Updates
00:02:01 - Insights from Mastermind Events and Networking
00:04:31 - The Critical Role of Measurement in Digital Marketing
00:06:22 - Deep Dive into Metrics and Profitability
00:09:47 - Setting Realistic Client Expectations and Generating Quality Leads
00:12:15 - The Pitfalls of Relying Solely on ROAS
00:18:37 - Revenue vs. Cash Collected: Understanding the Difference
00:21:24 - How to Calculate Customer Lifetime Value
00:23:02 - Key Profitability Metrics and Setting Business Goals
00:26:03 - Strategies for Retention and Lifecycle Marketing
00:30:48 - Navigating Challenges with Attribution and ROAS
00:32:21 - Maximizing Effectiveness of SMS and Email Campaigns
00:36:27 - Integrating Sales and Marketing Data for Better Insights
00:39:45 - Evaluating the True Impact of Omni-Channel Marketing
00:44:36 - Wrapping Up: Key Takeaways and Final Thoughts

LINKS AND RESOURCES:

What Metrics and KPIs Should I Pay Attention to for Effective Performance Measurement and Decision-Making?
How Much Can You Afford To Pay To Acquire A Customer? The 5-Step Customer Acquisition Cost Formula
Episode 106: How Much Can You Afford To Pay To Acquire A Customer?
PT on Telegram
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Kasim on Twitter and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

How to 40x Your Traffic: The Blog SOP You Didn’t Know You Needed with Lauren Petrullo

Tue, 18 Jun 2024 04:00:00 -0400

Today we’re revisiting the first appearance of Lauren Petrullo on the show, showcasing her impressive and still-relevant insights into e-commerce and digital marketing. Lauren, now a co-host, initially captivated listeners with her pioneering strategies that were ahead of their time. This episode goes into the methods she shared for optimizing e-commerce performance, such as setting up Instagram and Facebook shops for unprecedented organic reach and integrating shoppable blogs to drive sales. Her advice on leveraging AI tools for content creation and SEO is practical and transformative, providing you with steps to enhance your digital marketing efforts!

Chapters:

00:00:00 - Welcome to Perpetual Traffic
00:02:15 - Reintroducing Lauren Petrullo
00:03:10 - The Power of a Great Review
00:05:55 - Copywriting Mastery and AI
00:08:23 - Meta Shops and Affiliate Marketing Goldmine
00:12:45 - Leveraging Organic Exposure with Shops
00:16:05 - AI in Content Creation
00:17:21 - Case Study Spotlight: From 2K to 80K Organic Visitors
00:19:34 - SEO Secrets for Explosive Growth
00:23:10 - Combining Human and AI Efforts
00:25:55 - Shoppable Blogs
00:27:50 - Mastering SEO Content Strategy
00:28:50 - Turning Articles into Sales Machines
00:30:04 - Essential SEO Tools and Techniques
00:33:56 - Integrating Content with Paid Advertising
00:35:47 - The Power of Content-Rich Websites
00:37:20 - Content as a Conversion Driver
00:41:15 - The Role of User Experience in SEO
00:43:30 - Strategic Content Planning
00:44:53 - Going Multilingual: Expanding Your Content's Reach
00:49:46 - Conclusion and Final Thoughts

Tools Mentioned:

LINKS AND RESOURCES:

Lauren Petrullo on LinkedIn
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

How Google Ads Are Ripping You Off & How to Scale In Spite of It

Fri, 14 Jun 2024 04:00:00 -0400

Ralph Burns and Lauren Petrullo are joined by John Moran, who is bringing you a groundbreaking discovery about Google's automated bidding strategies. You’re going to get a look into how Google's price fixing could be inflating your cost-per-click (CPC) without delivering better positioning. John discusses his method of using manual CPC bidding and strategic conversion tracking adjustments to dramatically reduce ad spend while maintaining top search positions. If you’re struggling with escalating CPCs and want to scale your campaigns effectively, this episode is jam-packed with advice and proof-of-concept screen shares that could transform your approach to digital advertising. Tune in to learn how to outsmart Google's algorithm and maximize your ad budget!

Chapters:

00:00:00 - Welcome to Perpetual Traffic: Unveiling Hidden Ad Costs
00:01:02 - Meet John Moran: The Man Exposing Google's Price Fixing
00:02:19 - Deep Dive: Uncovering Google's Automated Bidding Mysteries
00:03:40 - Hacking the System: Reverse Engineering Google's Algorithm
00:06:10 - Proof in the Data: Confirming the Price Fixing Theory
00:07:02 - Real-Life Results: How Case Studies Reveal the Truth
00:11:14 - Fighting Back: Strategies to Overcome Google's Tactics
00:15:01 - Shocking Changes: The Impact on CPC and Conversion Rates
00:18:45 - Case Study Insights: How One Change Led to Dramatic Savings
00:20:30 - Tactical Adjustments: Modifying Bids for Maximum Efficiency
00:22:15 - Real-World Applications: Success Stories from Different Sectors
00:24:03 - Navigating Manual CPC Limits: What You Need to Know
00:26:32 - True CPC Value: Understanding What You're Really Paying For
00:28:07 - Metrics That Matter: Conversion Tracking and Business Health
00:31:23 - Benchmarking Success: Evaluating Business Health Metrics
00:34:53 - The In-App Metrics Dilemma: Challenges and Misconceptions
00:37:22 - Aligning Goals: How Business Metrics Drive True Performance
00:39:10 - Bridging the Gap: Syncing Marketing Efforts with Business Health
00:41:08 - Winning Strategies: Leveraging CPC Adjustments Effectively
00:43:22 - Wrapping Up: Key Takeaways and Actions to Implement

LINKS AND RESOURCES:

Episode 584: The Ultimate Google Performance Max Masterclass With Tier 11’S John Moran
Meet the Tier 11 Team
Why You're YouTube Ads Wrong with Tom Breeze
Cost-per-click (CPC): Definition
About Target ROAS bidding
Manual CPC bidding
About conversion tracking
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

(Part 2) How to Become the Most Useless Person in Your Company (And Why That’s a Good Thing)

Tue, 11 Jun 2024 04:00:00 -0400

Ralph and Lauren are discussing the concept of becoming 'useless' at work. Inspired by Disney's training and delegation techniques, they share how business leaders can pass on tasks and enhance team performance. Learn how even industry giants like Disney succeed by focusing on training and smart delegation. Tune in for tips, stories, and strategies that will make you rethink your approach to leadership.

Chapters:

00:00:00 - Welcome to the Provincial Traffic Podcast
00:00:39 - Embracing Your Inner Neanderthal in Business
00:02:00 - Disney's Secrets to Delegation
00:04:35 - The Role of Training at Disney
00:07:47 - Becoming the Most Useless Person in Your Company
00:10:34 - Steps to Effective Delegation
00:15:12 - Ralph's Personal Journey to Effective Delegation
00:20:26 - Final Thoughts and Calls to Action

LINKS AND RESOURCES:

Career Ladders
PT on Telegram
Search Ryan Hodges
Episode 591: Is Delegation Your Kryptonite? Conquer The 4 Levels And Free Up Your Time
Tier 11 Vision
Tier 11 Manifesto
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

How to Become the Most Useless Person in Your Company (And Why That’s a Good Thing)

Fri, 07 Jun 2024 04:00:00 -0400

Ralph Burns and Lauren Petrullo are all about making your presence in your business redundant—yes, you heard it right—useless! They share their perspectives on delegating effectively and trusting your team to take the reins, making sure your business can thrive even when you step away. Lauren introduces us to her game-changing gadget, the Stream Deck, which streamlines her workflow during client calls with a press of a button, proving that sometimes, the best productivity hacks are quite literally at your fingertips. Ralph, not to be outdone, praises the virtues of the Remarkable Two, a digital notepad that keeps him organized and focused without the distraction of endless browser tabs. Whether it's empowering your team or enhancing personal productivity, this episode is packed with advice you can put into action today. So, gear up to learn how to strategically make yourself obsolete—in the best way possible!

Chapters:

00:00:00 - Kicking Off with Pink Shoes and Podcast Pleasantries
00:01:10 - Back to Basics: Reviving Our Favorite Productivity Secrets
00:02:36 - How Lauren's Stream Deck Revolutionizes Efficiency
00:05:12 - Ralph Unveils the Remarkable 2: A Distraction-Free Note Paradise
00:08:40 - The Power of Streamlined Communication: Insights into Efficient Client Calls
00:12:08 - Crafting Uselessness: The Art of Making Yourself Redundant
00:17:27 - Cultivating Team Autonomy for Enhanced Productivity
00:18:32 - Innovation in Absence: How Stepping Back Spurs Creativity
00:20:40 - Setting the Compass: The Role of Clear Objectives in Business Success
00:22:29 - The Evolution of a Team: Constant Improvement as a Core Value
00:25:00 - Training vs. Execution: Striking the Right Balance
00:31:52 - From Ladders to Lattices: Rethinking Career Progression
00:34:12 - Wrapping Up: Key Takeaways and Where to Find Us Next

LINKS AND RESOURCES:

Career Ladders
PT on Telegram
Search Ryan Hodges
Episode 591: Is Delegation Your Kryptonite? Conquer The 4 Levels And Free Up Your Time
Tier 11 Vision
Tier 11 Manifesto
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

The Single Hardest Part of Scaling a Business Revealed

Tue, 04 Jun 2024 04:00:00 -0400

We’re sharing an episode of the Dugout CEO podcast, hosted by Casey Cavell, where Ralph was a guest. He talks to Casey about key insights on effective business management, and strategies for CEOs and marketing leaders facing economic challenges and organizational growth. Ralph discusses the importance of aligning teams with a unified vision and making informed decisions about outsourcing and in-house operations. He also goes into the need for the right support system, explaining the value of working on the business, fostering independence within teams, and leveraging strategic planning for sustainable growth. Tune in to gain knowledge on managing business complexities and scaling through purposeful strategies.

Chapters:

00:00:00 - Kickoff: Welcome to the Perpetual Traffic Podcast
00:00:07 - Business Growth Hurdles and How to Manage Them
00:01:48 - Why Integrators Are Essential for Success
00:04:48 - Meet the Dugout CEO Podcast
00:06:13 - Ralph Burns' Journey from Baseball to Business
00:09:03 - Drawing Business Insights from Baseball
00:13:45 - Specialization vs. Scaling: Finding the Balance
00:17:30 - When to Pivot: Adapting Your Business Strategy
00:19:50 - Listening to Customer Needs for Growth
00:22:12 - Targeting and Serving Your Ideal Customer
00:26:00 - Mastering Strategic Planning and Leadership
00:28:15 - The Mr. Fix-It Hat: Empowering Your Team
00:32:45 - The Fun and Importance of Quarterly Planning
00:36:05 - Wrap-Up: Key Takeaways and Final Thoughts

LINKS AND RESOURCES:

The Tier 11 Manifesto
PT on Telegram
Virtual Boss: A practical guide for masterfully leading and managing remote teams
Episode 588: (Part 2) From One-Man Show To Growth Engine: The COO Transformation With Ryan Hodges
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Kasim on Twitter and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

The 3-Step Strategy I Used to Build a Multi-Million Dollar Virtual Marketing Agency

Fri, 31 May 2024 04:00:00 -0400

Ralph Burns offers a look at key strategies for business expansion and the challenges of managing a virtual enterprise. He shares his personal journey to building a multimillion-dollar agency, discussing critical choices related to business valuation and growth pathways. The discussion also touches on the fundamental principles that sustain business success and the importance of a structured hiring process. Also, Ralph provides tips on using simple technological tools to streamline operations and the benefits of developing effective operational procedures, giving you actionable guidance for nurturing and leading a successful digital business.

Chapters:

00:00:00 - Embarking on Excellence: The Scaling Voyage Begins
00:01:00 - Growth Trifecta: Revealing Key Expansion Strategies
00:01:36 - Remote Realities: Overcoming Virtual Business Challenges
00:03:00 - Ralph's Journey: Building a Multi-Million Dollar Legacy
00:04:47 - Market Mastery: Capitalizing on Industry Opportunities
00:08:05 - Strategic Pathways: Selecting Routes for Agency Growth
00:12:36 - Valuation Visions: Navigating Exit and Expansion Options
00:16:47 - Strategic Insights: Exploring Growth Through Mergers and Acquisitions
00:20:59 - Core Philosophy: Unveiling Tier 11's Foundational Beliefs
00:24:53 - Talent Magnetism: Strategies for Attracting Top Talent
00:27:06 - Organizational Architecture: Designing Effective Structures
00:29:48 - Hiring Excellence: Enhancing the Recruitment Framework
00:34:30 - Optimizing Operations: Streamlining Processes with Innovative Tech
00:39:12 - Tech Toolbox: Harnessing Simple Tools for Operational Efficiency
00:43:13 - Systems for Success: Crafting and Implementing SOPs
00:46:26 - Closing Insights: Reflecting on Key Learnings and Farewells

LINKS AND RESOURCES:

PT on Telegram
Virtual Boss: A practical guide for masterfully leading and managing remote teams
Episode 588: (Part 2) From One-Man Show To Growth Engine: The COO Transformation With Ryan Hodges
The 3-Step Strategy I Used to Build a Multi-Million Dollar Virtual Marketing Agency(Video)
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Kasim on Twitter and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

Why you're doing YouTube Ads wrong with Tom Breeze

Tue, 28 May 2024 04:00:00 -0400

Ralph and Lauren chat with Tom Breeze, CEO of Viewability, about the changing world of YouTube ads. Tom explains how user behavior and ad strategies have shifted, thanks to new tools and trends. He breaks down a three-act storytelling approach for crafting engaging, effective ads that convert. If you’re aiming to up your YouTube game, this episode is a must-listen!

Chapters:

00:00:00 – Welcome to the Perpetual Traffic Podcast!
00:00:39 – Join Our Telegram Group: Get the Inside Scoop
00:01:09 – Meet Tom Breeze: The YouTube Ad Maestro
00:04:42 – Tom's Unconventional Agency Model: Viewability Unleashed
00:09:12 – The Birth of Viewability: Tom's Origin Story
00:11:34 – High-Risk, High-Reward: Performance Partnership Model
00:14:07 – Building Trust and Delivering Results
00:16:19 – Future-Proofing Your YouTube Ads: Trends and Strategies
00:19:23 – ChatGPT's Impact on YouTube Search Habits
00:22:15 – Cracking the CPM Code
00:25:38 – The Long-Form Ad Advantage: Strategy for Success
00:28:42 – Decoding YouTube Analytics
00:31:48 – The Cornerstone VSL: Killer Video Sales Letters
00:34:01 – Tom's Three-Act Structure: Mastering Video Content Strategy
00:38:29 – Act Two Unpacked: Problems and Solutions
00:41:05 – Crafting Act Two: Techniques for Problem-Solving Videos
00:43:40 – Act Three Finale: Delivering Solutions and Building Trust
00:52:42 – Tom's Five A's: The Blueprint for Video Marketing Success
00:58:23 – Tom's Reflections: Becoming a Video Marketing Master

LINKS AND RESOURCES:

PT on Telegram
Tom Breeze on PT
Average Percentage Viewed
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

3 Email Marketing Hacks That’ll Make You Slap Yourself For Not Knowing Them Sooner

Fri, 24 May 2024 04:00:00 -0400

Ralph Burns and Lauren Petrullo take us into the fascinating world of email deliverability and lead quality, providing insights and tips for businesses looking to optimize their sales funnels. Ralph and Lauren debate the merits of vanilla ice cream while breaking down complex marketing strategies into digestible, actionable steps. From leveraging tech-savvy automation techniques to the importance of proof of life in email campaigns, the duo guide listeners through practical solutions to common marketing challenges. Tune in for a lot of tactical advice that could revolutionize your approach to lead generation and conversion!

Chapters:

00:00:00 - Welcome to Perpetual Traffic: A Business and Marketing Podcast
00:00:38 - Unraveling the Telegram Thread: Our Community Insights
00:02:45 - Email Delivery and Lead Quality: The Deep Dive Begins
00:07:24 - Personalized Emails: Strategies for Better Segmentation
00:09:33 - High-Quality Lead Forms: Crafting the Perfect Questions
00:13:17 - High-Intent Lead Forms: Balancing Quantity and Quality
00:16:49 - Audience Engagement: Boosting Email Interaction
00:19:02 - The First Email: Setting the Stage for Engagement
00:24:13 - Effective Calls to Action: Maximize Your Email Impact
00:26:10 - Lead Scoring and Tracking: Techniques for Success
00:28:22 - Automating Sales and Marketing: Best Practices
00:29:31 - Building Your Automation Team: Roles and Responsibilities
00:34:10 - Specialization vs. Cross-Functional Roles: What Works Best
00:36:00 - Social Media Strategies: Driving Sales and Engagement
00:41:03 - Paid Traffic Conversions: Optimizing for the Right Events

LINKS AND RESOURCES:

Gorgias
Episode 494: Top Ways Your PPC Spend Is Being Wasted With John Moran
Episode 543: How To Sell A $250,000 Product With And An 8X ROAS On Google With John Moran
PT on Telegram
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

Privacy vs. Power: Is the TikTok Ban a Dangerous Precedent?

Tue, 21 May 2024 04:00:00 -0400

Ralph Burns and Perpetual Traffic’s new co-host, Lauren Petrullo are tackling the TikTok turmoil shaking up the digital world. They dissect the possible ban’s ripple effects on small businesses and influencers who’ve found a goldmine in the app’s algorithm. Amid the political wrangling and economic power plays, they question what's really driving this move and who stands to gain or lose. Get ready as Ralph and Lauren unpack the drama, providing hot takes on how this saga could reshape your social media strategy.

Chapters:

00:00:00 - Welcome to Perpetual Traffic: Fresh Faces and New Beginnings
00:00:44 - Telegram Talk: Join Our Buzzing Community
00:02:16 - TikTok Trouble: Legislation, Bans, and What It Means for Business
00:05:35 - Algorithm Secrets: Why TikTok’s Formula Has Everyone Talking
00:07:00 - National Security or Nonsense? The U.S. Government’s Concerns
00:08:45 - Economic Power Play: TikTok's Influence on Small Businesses
00:10:15 - Competing Platforms: How TikTok Stands Out from Meta and Google
00:12:09 - Project Texas Unveiled: TikTok’s $2 Billion Security Bet
00:14:30 - Jobs on the Line: Economic Impact of the TikTok Ban
00:16:45 - Global Ripple Effect: What Happens if the U.S. Leads the Way?
00:18:10 - Small Business Stories: Real-Life Examples of TikTok Success
00:20:30 - Political Year Drama: How Elections Influence Tech Policies
00:23:24 - Big Picture: Social Media, Government Scrutiny, and Business Impacts
00:28:15 - Parting Words: Join the Conversation

LINKS AND RESOURCES:

37 Important TikTok Stats Marketers Need to Know [2024]
TikTok sued the U.S. government to block a ban. Here’s what happens now
Discovery on TikTok
TikTok TOS
Restrictions on TikTok in the United States
PT on Telegram
TikTok Sues U.S. Government Over Law Forcing Sale or Ban
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Kasim on Twitter and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

Signing Off: Kasim's Top Marketing Lessons and Hilarious Goodbyes

Fri, 17 May 2024 04:00:00 -0400

This episode is Kasim Aslam’s finale as Perpetual Traffic co-host. Ralph and Kasim share a heartfelt conversation about their journey together. They reflect on the lessons learned, the challenges faced, and the memorable moments that defined their partnership. With humor and sincerity, they discuss the power of podcasting, the importance of curiosity, and the art of effective communication. As Kasim bids farewell, this episode serves as a tribute to their collaborative spirit and a celebration of the growth they achieved. Join us for a poignant and entertaining send-off as we look back on the incredible ride with Kasim and look forward to what lies ahead.

Chapters:

00:00:00 - Welcome to Perpetual Traffic: Introductions and Farewells
00:01:00 - Reflecting on the Journey: Ralph and Kasim's Partnership
00:03:45 - The Emotional Side of Podcasting: Saying Goodbye
00:06:23 - The Power of Podcasting: Insights and Impact
00:10:15 - Building Connections: Networking Through the Show
00:13:30 - Content Creation: From Podcast to Multi-Channel Strategy
00:16:50 - Lessons Learned: The Influence of Perpetual Traffic
00:19:37 - Becoming the Guide: Lessons in Leadership and Learning
00:24:02 - The Essence of Curiosity in Podcast Hosting and Joe Rogan: A Multifaceted Success Story
00:26:24 - Mastering the Art of Listening
00:28:08 - The Challenge of Being Genuinely Interested
00:32:40 - Listening Skills: Creating Space for Deeper Conversations
00:36:07 - The Art of Reinvention in Business and Podcasting
00:42:37 - Openness and Vulnerability: Lessons Learned
00:47:04 - A Fond Farewell and Looking Ahead

LINKS AND RESOURCES:

Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Kasim on Twitter and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

The Best of Kasim Aslam on Perpetual Traffic

Tue, 14 May 2024 04:00:00 -0400

we have some of Kasim Aslam’s best moments as co-host on Perpetual Traffic. Through a nostalgic journey spanning several years, we revisit discussions that not only shaped the trajectory of our strategies but also left a mark on our community. From the evolution of Google ads to the ethical intricacies of AI to conspiracy theories, Kasim's insights have consistently challenged and enriched our understanding. His hot takes and rigorous analyses not only highlight the dynamic nature of digital platforms but also underscore the enduring relevance of adapting to technological advancements. As we explore these themes, Kasim's legacy emerges as a beacon for innovative thinking and strategic agility in the ever-evolving realm of digital marketing.

Chapters:

00:00:00 - A Fond Farewell: Commencing Kasim's Celebratory Send-off
00:03:22 - The 1 Secret to Lowering Your CPAs by 60% on Meta
00:32:24 - 6 Critical Campaigns for Success in Google Ads with John Moran
00:42:29 - Why Google Might Be 1300X Smarter Than Facebook
00:50:42 - Why Google Performance Max Now Kinda Sucks & When You Should Use It
01:07:49 - Parting Wisdom: Kasim's Final Insights and Heartfelt Goodbye

LINKS AND RESOURCES:

Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Kasim on Twitter and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

Back to the Beginning: Kasim Aslam’s Smart Shopping Secrets

Fri, 10 May 2024 04:00:00 -0400

This episode is a fond farewell to Kasim Aslam, celebrating his impactful tenure on Perpetual Traffic. We are revisiting Kasim’s debut episode, the one that landed him the (unpaid) gig and doubled his business at Solutions 8. You can reflect on how the strategies discussed have cycled back to relevance with the advent of Google Performance Max. Kasim’s expertise shines in his first appearance as he demystifies Smart Shopping and Google’s vast data prowess, making a compelling case for its use in e-commerce. A fitting replay that not only honors Kasim’s contributions but also highlights the timeless value of data-driven marketing strategies.🎙️🚀

Chapters:

00:00:00 - Introduction to Perpetual Traffic: A Tribute to Kasim Aslam
00:01:39 - Insights on Google Performance Max
00:04:26 - Kasim’s First Episode: A Look Back
00:05:49 - Achieving Astounding E-commerce Results
00:09:00 - Leveraging Google's Extensive Data for Marketing
00:14:23 - Google’s Data Profiling
00:18:55 - Strategies for E-commerce Growth with Smart Shopping
00:22:00 - GTIN Codes and Product Feeds
00:24:00 - Lifestyle Images in Ads
00:27:00 - High-Ticket Items and Lead Generation
00:28:49 - Smart Shopping: Best Practices and Pitfalls
00:29:46 - The Role of Conversion Tracking in Smart Shopping
00:31:22 - Overcoming Smart Shopping Campaign Hurdles
00:32:20 - Effective Budget Allocation for Smart Shopping
00:33:15 - The Significance of Product Selection in Campaigns
00:44:18 - Expanding Smart Shopping Campaigns Thoughtfully
00:48:01 - Post-Learning Phase: Campaign Optimization
00:52:25 - Selecting an Agency for Google Ads Management

LINKS AND RESOURCES:

The 3X Shopify Challenge
Google Ads Mastery Program with Kasim
About Smart Shopping Campaigns
Global Trade Item Number (GTIN)
Episode 302: iOS14 Attribution: Where’s Your Money Going?
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Kasim on Twitter and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

Is Delegation Your Kryptonite? Conquer the 4 Levels and Free Up Your Time

Tue, 07 May 2024 04:00:00 -0400

Ralph and Kasim share a mix of goodbye tears and wise cracks. Kasim's stepping down to chase new adventures, but not before they dive deep into the secrets of making a business grow by letting go. They chat about the ups, downs, and sideways of their podcast journey, proving that sometimes, to really step up your game, you've got to know when to step back. It’s a goodbye, a lesson in trust, and a little nudge to all of us to sometimes just pass the baton. So tune in, laugh a little, learn a lot, and maybe say a little goodbye yourself.

Chapters:

00:00:00 Welcome Aboard: The "See Ya Later" Episode Begins
00:00:42 Trip Down Memory Lane: Celebrating Growth and Good Times
00:02:04 Big News Break: It’s Not Goodbye, It’s “See You Later”
00:04:25 The Power of the Co-Host Seat: From Little Kasim to Big Celebrity
00:07:12 Heartfelt Thanks: A Co-Host's Gratitude and Insights
00:09:40 The Future Calls: Kasim Talks New Beginnings
00:12:55 Delegation 101: How to Grow Big by Letting Go Small
00:18:58 Deep Dive into Boss Moves: The Fine Art of Delegation
00:21:33 Why You Should Let Go to Grow: Insights on Leadership and Growth
00:24:50 Unpacking Delegation: The What, Why, and How
00:28:15 From Doing to Leading: Embracing the Delegation Journey
00:30:42 The Big Delegation Discussion: Getting into the Weeds
00:33:58 Strategic Delegation: Moving from Micro to Macro Management
00:36:20 Transitioning Out: A Co-Host's Path to New Adventures
00:38:04 Breaking Down Work: From Busywork to Brainwork
00:39:17 Delegation Decoded: Making More by Doing Less
00:40:02 Climbing the Work Ladder: From Grunt Work to Genius Moves
00:45:43 Delegate Like a Pro: Cut Out, Smarten Up, Hand Over
00:53:55 Delegation Live: Turning Theory into Practice
00:58:55 Wrapping Up: The Magic of Letting Go and Looking Forward
01:06:11 Signing Off: Reflecting Back and Rocketing Forward

LINKS AND RESOURCES:

The Easier Way to Delegate for Perfect Results
Episode 304: How To Get Insane Google Smart Shopping ROAS With Kasim Aslam
PT on Telegram
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Kasim on Twitter and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

(Part 2) How Gen Z Destroyed The Marketing Funnel With Lauren Petrullo

Fri, 03 May 2024 04:00:00 -0400

Ralph Burns and marketing maven Lauren Petrullo navigate the digital shopping aisles frequented by Gen Z and Millennials. With her Disney-honed savvy, Lauren discusses how these consumers trust algorithms more than ads and why brands must tune into digital trends to keep up. From the quirks of Gen Alpha to the power of TikTok in buying decisions, this discussion unpacks the toolbox for today’s digital marketers. Tune in to learn why understanding these tech-savvy shoppers could be the key to your brand’s next big break.

Chapters:

00:00:00 Kickoff with Ralph: Diving into Gen Z and Millennial Shopping Behaviors
00:00:35 Lauren's Expertise Unleashed: Decoding Marketing Trends for Young Consumers
00:01:44 Spotlight on Gen Alpha: Preparing for the New Frontier in Consumerism
00:05:40 The Digital Marketplace: How Social Platforms and Amazon Shape Purchasing
00:07:22 Tag, You're It!: The Role of Product Tagging on Instagram and TikTok
00:08:45 Consumer Intelligence: How Brands Use Data to Predict and Influence Purchases
00:10:12 A Look Ahead: Disney's Approach to Predictive Marketing
00:13:01 Future-Proof Marketing: Crafting Immersive Experiences for Gen Alpha
00:19:49 Big Brand Playbook: Utilizing Major Strategies for Your Business's Advantage
00:22:23 Wrap-Up: Key Takeaways and Actionable Insights for Marketers

LINKS AND RESOURCES:

Gen-Z Broke the Marketing Funnel
SUPERCHARGE YOUR MARKETING ROI
PT on Telegram
Wiki Generation Alpha
World of Luxury
My Disney Side Shadows Augmented Reality Experience | Grand Visual
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Kasim on Twitter and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

How Gen Z Destroyed The Marketing Funnel With Lauren Petrullo

Tue, 30 Apr 2024 04:00:00 -0400

On part one of this two-parter, Ralph Burns hosts Lauren Petrullo for a captivating look into the magical world of Disney’s marketing mastery. Lauren spills the secrets of how Disney not only captures hearts across generations but plans their strategies with the precision of a fairy godmother preparing for a royal ball. From the sunny avenues of Disneyland to the bustling crowds of Disney World, discover how the house of mouse designs experiences that are tailored to everyone from toddlers to teens to their grandfolks. Whether it’s dissecting the nuances of generational marketing or exploring how to engage the ever-elusive Gen Z, this episode packs a punch that’s as delightful as it is insightful. Tune in and learn how to sprinkle a little bit of that Disney magic into your marketing mix! Catch part two of this conversation on Friday!

Chapters:

00:00:00 - Introduction to Perpetual Traffic: Unpacking Marketing Mastery
00:00:39 - Disney's Long-Term Vision: Lauren Petrullo's Insider Look
00:03:24 - Strategic Moves: How Disney Anticipates Market Trends
00:06:06 - Generational Appeal: Marketing from Millennials to Gen Alpha
00:09:00 - Tailoring Messages: Disney's Approach to Different Demographics
00:12:17 - Consumer Shifts: How Gen Z Redefines Engagement
00:14:13 - Tech at the Forefront: Gen Z's Integration of Digital Tools
00:16:48 - The Influence of Visual Media on Gen Z Buying Habits
00:19:34 - Adapting to the Age of Information: Marketing Strategies for a New Generation
00:22:07 - Retail Reimagined: Meeting Gen Z Where They Shop
00:25:02 - The Power of Tech and Social: Upgrading Your Marketing Tools
00:29:24 - Closing Thoughts: Join Our Perpetual Traffic Community

LINKS AND RESOURCES:

Gen-Z Broke the Marketing Funnel
SUPERCHARGE YOUR MARKETING ROI
PT on Telegram
Wiki Generation Alpha
World of Luxury
My Disney Side Shadows Augmented Reality Experience | Grand Visual
Tier 11 Jobs
Perpetual Traffic on YouTube
Tiereleven.com
Solutions 8
Perpetual Traffic Survey
Perpetual Traffic Website
Follow Perpetual Traffic on Twitter
Connect with Kasim on Twitter and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode: