Podcasts about perpetual traffic

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 Traffic00:00:22 - What Our Listeners Are Saying00:02:04 - Meet Tas Bober: The Landing Page Strategist00:02:45 - The Google Update No One Saw Coming00:04:42 - Why Relevance and UX Now Rule Ads00:07:00 - What Makes a Landing Page Actually Work00:09:16 - Ignore Google's Changes? Here's What Happens00:13:57 - Smart Ways to Build Pages That Convert00:19:13 - Picking the Right Tools for the Job00:21:33 - What This Google Update Really Means00:22:10 - How to Stay Google-Compliant in 202500:27:09 - Crushing Objections Before the Sales Call00:29:01 - Why Relevance Is Your Ultimate Differentiator00:35:25 - Personalization + Dynamic Pages = Scalable Wins00:38:57 - The 4 Core Pages Every B2B Brand Needs00:42:08 - Final Takeaways and Where to Learn MoreLINKS AND RESOURCES:Tas Bober on LinkedInThe Scroll Labmake data driven marketing decisions with confidenceThe 5 Forces SystemSUPERCHARGE YOUR MARKETING ROITier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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

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 Chaos00:00:25 - Pandemic Flashbacks and Entrepreneurial Resilience00:03:33 - Why Most Marketers Are Still Struggling with Attribution00:05:05 - The Wild Origin Story of the Five Forces Framework00:08:17 - Breaking Down the Five Forces That Will Transform Your Ad Game00:24:04 - How Long Should You Wait to See Real Marketing Results?00:28:35 - Lifecycle Marketing: Unlocking Hidden Growth in Your Funnel00:28:59 - Setting Sales Benchmarks That Actually Mean Something00:29:52 - What Most Marketers Forget to Factor In (That Could Kill ROAS)00:31:56 - Decision Logs: The Secret Weapon for Smarter Ad Budgets00:37:49 - Tweaking Traffic, Budget, and Creative for Maximum Impact00:43:23 - Not All Customers Are Created Equal—Here's Why That Matters00:46:21 - Final Thoughts: Why the Five Forces Aren't Just TheoryLINKS AND RESOURCES:Unlock Marketing Clarity with The 5 Forces SystemTier 11 Data Suite5 Forces AITier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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:Unbounce - Code PT10offFree Snapchat Credits

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 Mind00:00:51 - The Underdog Ad Account That Surprised Everyone00:01:20 - What You Really Need to Know About Advantage+ Sales00:02:02 - Meta's Big Shift: Are You Ahead of the Curve?00:03:36 - Enter John Moran: The Ad Scientist in Flannel00:05:32 - The Death of Advantage+ Shopping (and What's Replacing It)00:07:09 - The $4M Test: Here's What Actually Worked00:13:59 - Cracking the Code on Creative + Targeting Combos00:21:02 - Scaling Smart: What the Data's REALLY Telling Us00:31:48 - Raw, Real, and Revolutionary Marketing Tactics00:32:49 - The Feeder Strategy: Turning Cold Leads into Cash00:33:44 - Ask Us Anything: Let's Get Tactical00:34:01 - What the Heck Is "Vibe Marketing"? (And Why It Matters)00:35:22 - Why Creative Isn't Just King — It's the Whole Kingdom00:39:48 - Plug-and-Play Tactics for Ecomm, SaaS, and Beyond00:46:40 - Campaign Surgery: What to Fix, What to Ditch00:59:54 - Wrap-Up, Resources, and What to Do NextLINKS AND RESOURCES:Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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:Free Snapchat CreditsUnbounce - Code PT10off

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 Podcast00:00:35 - The Wild Rise of AI in Video Content00:02:04 - Is Human Video Dead? The Future of AI Creation00:03:11 - When AI Hallucinates: Risks, Ethics, and Epic Fails00:05:31 - SEO Flashbacks and What AI is About to Break00:11:30 - Behind the Curtain: AI Tools That Actually Work00:12:33 - Turning Prompts Into Profit: Smarter Content With AI00:14:28 - Airtable Hacks That Supercharge Your Workflow00:16:42 - Why AI Alone Will Tank Your Audience Targeting00:17:20 - Human Touch vs. AI Logic: Striking the Right Balance00:18:17 - CMOs, Here's Where AI in Marketing is Headed Next00:19:59 - How Pro Editors Use AI Without Losing the Plot00:22:08 - Um, Wait—Do Imperfections Build Trust?00:24:15 - Jungle Stories, Tall Hair, and Total Authenticity00:26:30 - Final Takeaways, Laughs, and Where to Find IanLINKS AND RESOURCES:Video Case StoryConnect with Ian on LinkedInYouTube: Video Case Story Tier 11 on YouTubeGet Your Marketing Performance Indicators™ Checklist Now!Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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:Unbounce - Code PT10off

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 Sales00:00:39 - Meet Ian Garlic: The Mastermind Behind High-Converting Videos00:01:10 - The Secret to Using Video to Drive More Sales00:02:58 - Mapping Your Customer's Journey for Maximum Conversions00:03:28 - AI, Marketing, and Sales: The Game-Changing Connection00:04:46 - The Truth About Creating Videos That Actually Work00:07:10 - How to Use YouTube to Explode Your Business Growth00:08:35 - Turning Your Sales Funnel into a Conversion Machine with Video00:17:53 - 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 Ethically00:23:16 - The Four Must-Have Videos Every Business Needs00:23:58 - The Hidden Conversion Leaks Costing You Sales00:24:05 - The Perpetual Traffic Formula for Video Success00:24:14 - How to Craft Video Case Stories That Sell for You00:25:05 - Where Video Fits Into Your Sales Funnel for Maximum Impact00:27:00 - Why FAQs and Process Videos Are Secret Sales Weapons00:35:40 - The Ugly Truth About Most Sales Funnels (And How to Fix Yours)00:40:02 - Final Takeaways and Where to Learn MoreLINKS AND RESOURCES:Video Case StoryConnect with Ian on LinkedInYouTube: Video Case Story Tier 11 on YouTubeGet Your Marketing Performance Indicators™ Checklist Now!Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have...

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 Now00:00:25 – Unlocking the Future: How Tier 11 Uses AI to Scale Smarter00:02:00 – “Quick & Dirty” Google Ads? Watch ChatGPT Build It in Real-Time00:07:48 – Imagery That Sells: How the Creative Team Taps AI for Visual Gold00:09:09 – Turning Strategy Into Scale: Meet the Custom GPTs Behind the Campaigns00:14:08 – Numbers Don't Lie: Using AI to Decode Client Data Like a Pro00:15:09 – AI Builds a Killer Careers Page? Yep, It Just Happened00:22:01 – The Bonus Hack + What This Means for Your Next CampaignLINKS AND RESOURCES:Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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:Free Snapchat CreditsUnbounce - Code PT10off

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 & Lauren00:00:35 - Lauren Goes Bowling… On-Air00:01:29 - Behind Closed Doors: Congress Talks AI00:02:24 - Meta Drops $65B on AI00:02:48 - AI That Actually Knows You00:05:00 - When Meta Becomes Your Therapist00:05:37 - Hacking Personal Growth with AI00:13:38 - Inside Meta's AI App Secrets00:17:24 - Writing Prompts That Get Results00:29:44 - AI Meets Ads Manager: What's Coming00:30:04 - Wrap-Up + What's Next on PTLINKS AND RESOURCES:Llama 4: Leading intelligence.Meta AITier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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:Unbounce - Code PT10off

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 Vault00:01:31 - Why Bad Tracking Kills Great Marketing00:02:58 - Meta's Bold AI Vision (and Why It Matters)00:04:47 - The Data Black Hole of Flexible Ads00:06:53 - From Pixels to Prediction: How Ad Networks Evolved00:10:57 - Your Official Invite to the 3-Part Tracking Overhaul00:14:28 - How to Set Up Tracking Without Breaking Your Brain00:15:53 - Which Data Source Should You Actually Trust?00:15:59 - The Truth About Pixel vs. Dataset IDs00:17:04 - Don't Just Place Events—Place Them with Purpose00:17:27 - Next-Level Pixel Installs (That Don't Break Your Site)00:23:44 - What Your EMQ Score Is Really Telling Meta00:25:05 - The Showdown: Browser Events vs. CAPI00:28:48 - Fix Your Errors Before They Cost You More00:30:01 - Wrapping Up... and What's Coming NextLINKS AND RESOURCES:About standard and custom website eventsSpecifications for Meta Pixel standard eventsAbout the flexible ad formatGet Your nCAC Calculator Now!Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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:Unbounce - Code PT10off

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 Series00:00:29 - Why Beauty Brands Need This Now00:00:55 - Creative: Your Brand's Secret Weapon00:02:23 - What Clients Get Wrong (and Right)00:03:56 - The Formula Behind Winning Creatives00:07:05 - Is Your Brand Speaking Consistently?00:10:29 - Where Social + Paid Ads Fall Apart00:21:00 - Inventory Meets Identity: Your Hidden Advantage00:21:37 - How to Fix Your Creative Library00:22:39 - Are Your Ads and Socials Aligned?00:25:24 - Mobile First? Or Mobile Failing?00:28:05 - Where Your Ad Strategy is Leaking Money00:31:14 - Find the Frizz: Pain Points That Convert00:36:27 - Don't Just Sell — Stand Out00:39:46 - Final Takeaways to Win With CreativeLINKS AND RESOURCES:ACTUAL Data Driven CreativeScale Your Beauty Brand Without Wasted SpendOCOA BeautyOCOA Beauty on InstagramTier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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:Unbounce - Code PT10off

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 Mindset00:00:46 – Meet the Creative Powerhouse Behind the Beauty Scaling Breakthrough00:01:09 – Why Creative Isn't Just Important—It's the Core of Media Buying Success00:02:04 – Beauty Brands Are Struggling… Here's What They're Doing Wrong00:05:42 – How One Beauty Brand Went from 'Pretty' to Profitable00:07:54 – 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 All00:20:34 – Want Better Ads? Start by Knowing What Your Customer Hates00:21:25 – Stop Guessing—Here's How Winning Creatives Actually Evolve00:22:40 – The Creator Choice That Can Make or Break Your Brand's Trust00:24:04 – Before & After That Converts: The Secret to Visual Storytelling00:26:08 – Text Overlays & Proof: The Subtle Art of Scrolling-Stopping Credibility00:33:17 – If Your Website Doesn't Convert, Your Ads Are Wasted—Here's the Fix00:37:26 – Wrap Up: What This Case Study Reveals About Scaling Smart in 2025LINKS AND RESOURCES:ACTUAL Data Driven CreativeScale Your Beauty Brand Without Wasted SpendBellissimaTier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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:

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 One00:01:17 – Meet Chris Martinez: The Agency Leader Disrupting the Status Quo00:01:51 – Why Most Agencies Are Broken (And What Needs to Change Now)00:06:12 – The Numbers That Actually Matter If You Want to Scale Profitably00:11:58 – How to Stop Wearing Every Hat and Build a Real Team00:13:46 – Losing Clients? Here's What That Really Says About Your Agency00:17:57 – When Emotions Hijack Business: How to Lead with Data and Discipline00:18:48 – The Brutal Truth About Underperformers on Your Team00:20:24 – Don't Skip This: The Power of Job Clarity and Measurable KPIs00:21:12 – 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 Too00:26:39 – How to Audit Your Business and Set Profit-Driven Goals00:30:27 – Limited-Time Offer: How to Get Exclusive Access to Agency Freedom Live00:33:42 – Final Mic Drop: What It Really Takes to Build a Scalable, Respected AgencyLINKS AND RESOURCES:Agency Freedom LiveCALLING ALL 7-Figure MARKETING AGENCY OWNERS...BLOOMGet Your nCAC Calculator Now!Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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!

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 Marketing00:00:24 - What's Hot Right Now: Why This Series Matters More Than Ever00:01:26 - Tariff Shockwaves: How 145% Price Hikes Are Reshaping the Industry00:05:22 - Turning Pain into Profit: Creative That Wins in a Crisis00:08:57 - Founder-Led Content: Raw, Real, and Ridiculously Effective00:19:05 - The Art of the Hold: Smart Retention Tactics That Actually Work00:23:31 - Wrap-Up: Big Takeaways and Why This Matters to Your Bottom LineLINKS AND RESOURCES:Scale Your Beauty Brand Without Wasted SpendACTUAL Data Driven CreativeGet Your nCAC Calculator Now!US-China Trade War Tariffs: An Up-to-Date ChartHow US tariffs would hit beautyTier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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!

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 Knew00:00:58 – The Announcement That Shook Ad Agencies Worldwide00:03:08 – John Moran's Million-Dollar Test Lab Drops Game-Changing Intel00:04:29 – The Secret Sauce: Merging Advantage+ with CAPI Like a Pro00:05:28 – Meta Just Moved the Goalposts — Here's What That Means for Your Sales00:08:21 – If You're Still Running Ads the Old Way... You're Already Losing00:09:03 – What 7-Figure Testing Reveals About Meta's Algorithmic Shift00:11:05 – How AI + First-Party Data Are Quietly Rewriting the Rules of ROAS00:15:57 – This CAPI Tactic Could Be the Attribution Fix You've Been Begging For00:32:52 – Why Linear Data Flow Is Now the Backbone of Profitable Campaigns00:33:11 – Miss This Tracking Detail? Say Goodbye to Scaling Cleanly00:33:38 – The Disappearing Manual Button: What Meta Isn't Telling You00:34:34 – The New Blueprint for Building Future-Proof Campaigns00:36:14 – Budget Allocation Tactics That Survive Meta's Latest Chaos00:37:02 – Audience Strategy 3.0: Custom Signals That Cut Through the Noise00:51:07 – 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 AdviceLINKS AND RESOURCES:Episode 691: The MAJOR Meta Advantage+ Changes You Must KnowMeta Advantage + Breaking News! | Tier 11 Live! - EP037Get Your nCAC Calculator Now!Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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

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 Traffic00:01:10 - Meet Nick Miller: From Shredding Guitars to Scaling Brands00:02:09 - Why the nCAC Calculator Will Transform Your Growth Strategy00:03:48 - Breaking Free from ROAS: The Rise of Smarter Metrics00:06:01 - Inside the nCAC Calculator: Your New Secret Weapon00:11:41 - How to Actually Use the nCAC Calculator (Without Guesswork)00:26:00 - Media Efficiency Ratio: The Overlooked Key to Profitability00:26:57 - Crunching the Numbers: Step-by-Step nCAC Calculation00:27:19 - How Paid Media Spend Impacts Your Bottom Line00:29:57 - Unlocking Growth Through Lifetime Contribution Margin00:30:54 - Why You Can't Trust Ad Platforms at Face Value00:32:02 - Building a Retention Strategy That Fuels Lifetime Value00:32:51 - Scaling Smart: Where Profitability Meets Performance00:41:08 - Crafting the Perfect Traffic Mix and Targeting Your nCAC00:49:30 - Measuring Effective Cost Per New Visit (And Why It Matters)00:50:54 - Wrapping Up: Your Action Plan to Acquire Customers ProfitablyLINKS AND RESOURCES:Get Your nCAC Calculator Now!Past Episodes of Perpetual Traffic Featuring Nick MillerNick Miller on LinkedInEpisode 687: [Premium Beauty & Wellness Case Study] How We Increased New Customers 73% & Sales 57% in Q1 2025!Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you'd like to share? Connect with...

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 Ads00:00:49 – Meta Drops a Bombshell—Here's What You Need to Know00:02:18 – Is Advantage+ Your Friend or Foe? The Real Scoop Inside Ads Manager00:05:17 – What These Changes Actually Mean for Your Ad Strategy00:12:39 – Future-Proofing with Custom Conversions (Before It's Too Late)00:19:13 – Your Move: What Smart Advertisers Should Do Right NowLINKS AND RESOURCES:Get Your nCAC Calculator Now!Maximize your campaign performance with AI.About Advantage+ sales campaignsTier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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!

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 Energy00:01:11 - What's Bugging Us (And Why You Might Relate)00:02:17 - Strapped In with Whoop: First Reactions from the Trenches00:04:14 - Data Dumped: When Too Much Insight Gets Overwhelming00:04:48 - From Wearable to Weapon: Turning Whoop into a Daily Edge00:06:12 - Real Talk: Sleep Habits, Fire Alarms, and Founder Fatigue00:09:12 - Let AI Run Your Health Like You Run Your Ads00:15:34 - Would We Still Recommend Whoop? The Verdict00:16:23 - Founder Fitness Tech: What's Working and What's Not00:17:28 - Why Ralph Went Vegan: The Wake-Up Call You Didn't Expect00:18:31 - Food vs. Medicine: The Real ROI of Diet Change00:19:32 - Life After Cheese: Shocking Wins from a Vegan Shift00:21:49 - Health vs. Hustle: The New Balancing Act for Leaders00:24:55 - Ice Baths, Improv & Identity: Experiments in Optimization00:26:37 - Wrapping It Up: What's Next and What's ComingLINKS 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 DiseaseThe Game ChangersMealimeWhat The HealthTier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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...

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 Returns00:00:29 – Why Beauty Brands Are Breaking the Mold00:02:20 – Trends That Sell: What's Hot (and Actually Works)00:05:25 – The Secret Sauce: Marrying Trends with Conversion-Driven Creative00:09:01 – Real Results: How Lily Lashes Nailed Halloween with Simplicity00:11:26 – Influencers or Actors? The Truth About Authentic Ads00:13:50 – Behind the Scenes: How Content Creators Are Chosen and Coached00:18:59 – Why Food, Feelings & Lip Gloss Make the Perfect Ad00:27:13 – What's Next: More Beauty, More Strategy, More Real TalkLINKS AND RESOURCES:Scale Your Beauty Brand Without Wasted SpendEpisode 688: Beauty & Wellness Brands: How to Crush Your Creative with Lauren SchwartzACTUAL Data Driven CreativeScale Your Beauty Brand Without Wasted SpendTier 11 on YouTubeLauren on LinkedInGet Your nCAC Calculator Now!Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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

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 Traffic00:00:43 - Why Creative Is the Secret Weapon in Modern Marketing00:02:21 - Meet Lauren Schwartz: The Creative Brain Behind the Conversions00:04:42 - Cracking the Code on Creative Teams (Without Losing Your Mind)00:08:26 - “I Just Don't Like It”: Turning Vague Feedback into Winning Ads00:20:22 - Brand vs. Performance: Who Wins and Why It Matters00:24:22 - The Lip Gloss That Crushed It: How Raw Content Drives Real Sales00:29:19 - Luxe Meets Lo-Fi: Finding the Sweet Spot for Scalable Ads00:32:06 - How to Sell a Look (and Skyrocket Your AOV)00:35:35 - Smart Creative for Beauty Brands That Actually Moves Product00:38:04 - Stop Selling Products—Start Telling Stories That Convert00:45:30 - Wrapping Up: What's Next in the Creative SeriesLINKS AND RESOURCES:ACTUAL Data Driven CreativeScale Your Beauty Brand Without Wasted SpendTier 11 on YouTubeLauren Schwartz on LinkedInGet Your nCAC Calculator Now!Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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:AppSumo -...

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 Podcast00:00:35 - The Wild Rise of AI in Video Content00:02:04 - Is Human Video Dead? The Future of AI Creation00:03:11 - When AI Hallucinates: Risks, Ethics, and Epic Fails00:05:31 - SEO Flashbacks and What AI is About to Break00:11:30 - Behind the Curtain: AI Tools That Actually Work00:12:33 - Turning Prompts Into Profit: Smarter Content With AI00:14:28 - Airtable Hacks That Supercharge Your Workflow00:16:42 - Why AI Alone Will Tank Your Audience Targeting00:17:20 - Human Touch vs. AI Logic: Striking the Right Balance00:18:17 - CMOs, Here's Where AI in Marketing is Headed Next00:19:59 - How Pro Editors Use AI Without Losing the Plot00:22:08 - Um, Wait—Do Imperfections Build Trust?00:24:15 - Jungle Stories, Tall Hair, and Total Authenticity00:26:30 - Final Takeaways, Laughs, and Where to Find IanLINKS AND RESOURCES:Video Case StoryConnect with Ian on LinkedInYouTube: Video Case Story Tier 11 on YouTubeGet Your Marketing Performance Indicators™ Checklist Now!Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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:Tier 11 Data Suite

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 You00:00:07 - The Hidden Flaws of ROAS (And What to Use Instead)00:00:23 - The Metrics That Actually Drive Business Growth00:01:20 - Meta + Google: The Ultimate Ad Strategy00:02:39 - Real-World Case Study: How This Brand Crushed It00:04:13 - Stop Wasting Ad Spend: Smarter Budgeting Tactics00:05:22 - Profit-First Marketing: Why Product Focus Matters00:11:52 - Behind the Scenes: Live Campaign Breakdowns00:18:30 - LTV & CAC: The Secret to Scaling Profitably00:19:04 - Decoding Campaign Metrics for Maximum ROI00:19:33 - The Overlooked Link Between Profit & Retention00:21:16 - Treating Marketing as an Investment, Not an Expense00:22:59 - How to Measure Business Health Beyond ROAS00:23:24 - Bully Stick Central: A Scaling Success Story00:24:25 - How Northbeam Helps Brands Scale Faster00:28:11 - Final Takeaways & What's Next for Smart AdvertisersLINKS AND RESOURCES:Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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:AppSumo - 13% off with code traffic13Tier 11 Data Suite

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-Listen00:00:17 - The Episode That Changed How Marketers Measure Success00:00:55 - The Truth About ROAS: Why It's Holding Your Business Back00:02:00 - John Moran Joins Tier 11: A Game-Changer for Performance Marketing00:03:47 - From Google Ads Expert to Growth Strategist: John Moran's Evolution00:05:21 - The Fatal Flaw of Single-Channel Agencies00:06:57 - Why a Client-Centric Approach Beats Platform Metrics Every Time00:14:02 - How Marketing Measurement Has Been Broken for Years00:16:54 - The New Marketing Strategy That Actually Scales Businesses00:25:20 - The Secret to Aligning Teams for Maximum Growth00:27:13 - Why Most Agencies Won't Survive the Next Marketing Shift00:28:02 - The Role Agencies Should Play in Growing Your Business00:29:41 - The Future of Marketing Metrics: What You Need to Track Now00:33:13 - Real-World Case Studies: How to Fix Your Marketing Measurement Today00:43:45 - Final Takeaways and What's Coming NextLINKS AND RESOURCES:Tier 11 on YouTubeGet Your Marketing Performance Indicators™ Checklist Now!Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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:Tier 11 Data Suite AppSumo - 13% off with code traffic13

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 Crucial00:06:20 - The Simple Formula for Calculating Customer Lifetime Value (CLV)00:08:15 - How to Calculate CLV Using a Basic Formula00:10:45 - Breaking Down CLV for Different Business Models00:12:10 - How Long Does It Take to Earn Your CLV?00:14:50 - Fast vs. Slow CLV Payback Periods & What They Mean00:17:54 - Transition to Determining Customer Acquisition Cost (CAC)00:26:40 - Finding the Right Balance Between CLV and CAC for Growth00:29:52 - Key Takeaways: The 3:1 Rule for Scaling ProfitablyLINKS AND RESOURCES:Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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:AppSumo - 13% off with code traffic13Tier 11 Data Suite

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 Audit00:00:27 - Protecting Confidential Business Insights00:01:07 - The Hidden Challenges of Scaling E-Commerce Brands00:01:38 - The Crucial Metrics That Drive Profitability00:04:05 - Subscription Models & Amazon Strategy: A Case Study00:07:02 - Actionable Fixes to Increase Profitability00:09:00 - Identifying Churn Patterns and Retention Challenges00:10:45 - Analyzing Customer Behavior and Subscription Drop-Offs00:12:30 - Strategies to Improve Subscription Retention00:14:15 - Pricing Adjustments for Profitability00:16:00 - The Role of Amazon in Customer Acquisition00:18:20 - Balancing Direct Sales and Amazon Growth00:20:05 - Leveraging Google-to-Amazon Ads for Increased Sales00:22:30 - Optimizing Amazon Best Seller Rank for Visibility00:25:00 - Implementing a Sustainable Paid Traffic Strategy00:27:45 - Email and Organic Strategies to Boost LTV00:30:10 - Preparing for Scaling Without Losing Profitability00:32:22 - Final Takeaways: The Roadmap to Scaling SmartLINKS AND RESOURCES:Episode 666: The 5 Step Formula to Determine Your nCACEpisode 668: Part 2 – The 5 Step Formula to Determine Your nCACGet Your Marketing Performance IndicatorsTM Checklist Now!Tier 11 on YouTubeTier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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

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 Traffic00:00:47 - Flashback Files: What You Missed00:01:59 - Enter Josh Hill: The Hiring Architect00:02:46 - Military Precision Meets HR Strategy00:04:23 - Hiring Without Core Values? Good Luck00:07:35 - The Blueprint for Hiring Excellence00:12:19 - The Three Phases You Can't Skip00:16:12 - The Map That Prevents Hiring Chaos00:18:35 - Emotion vs. Logic: The Ultimate Hiring Battle00:21:14 - Employees as Subscribers, Not Just Hires00:22:49 - The Clone Trap: Hiring Yourself Over & Over00:25:33 - Gut Instincts vs. Process: The Hiring Gamble00:28:17 - AI, Automation & The New Hiring Reality00:29:48 - Hiring Regrets: Expensive, Inevitable, Avoidable00:32:46 - Your Best Recruiters Are Already on Payroll00:38:22 - The Job Board Mirage vs. The Headhunting Goldmine00:40:02 - How to Win Over Passive Candidates00:42:30 - Keep This Conversation GoingLINKS AND RESOURCES:Email JoshTier 11 on YouTubeGet Your Marketing Performance Indicators™ Checklist Now!Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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:Tier 11 Data Suite AdCritter for Agencies

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 Podcast00:00:57 - Importance of Tier 11 Live Sessions00:02:14 - Meet Cameron Campbell: Media Buying Expert00:02:39 - Understanding Meta Ads and Data Strategies00:05:23 - Technical Insights: CAPI vs. Data Suite00:08:07 - Challenges in Data Accuracy and Optimization00:24:49 - Tier 11 Data Suite: A Comprehensive Solution00:32:19 - The Problem with ROAS00:33:08 - Exploring Meta Ad Account Data00:35:41 - The Importance of Accurate Data00:37:12 - New Customer Acquisition Metrics00:39:47 - Practical Application and Case Study00:45:58 - Q&A Session00:59:22 - Concluding Remarks and Next StepsLINKS AND RESOURCES:Tier 11Mongoose MediaTier 11 JobsPerpetual TrafficMarketing Performance Indicators™ ChecklistPerpetual Traffic on YouTubeTier 11 on YouTubeConnect with Lauren on InstagramConnect with Ralph on LinkedInFollow Perpetual Traffic on TwitterThanks 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:Tier 11 Data Suite AdCritter for Agencies

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 Wishers00:02:47 – Why 10X Goals Force Better Decisions00:05:52 – Stories That Prove Small Thinking Won't Cut It00:09:19 – The Moment Commitment Gets Real00:16:38 – Courage & Capability: The Price of 10X Growth00:19:35 – Your Why Is Either Fuel or Dead Weight00:23:22 – The Takeaway That Could Change EverythingLINKS AND RESOURCES:Episode 663: How to Make Your Present Better by Making Your Future Bigger10x Is Easier Than 2x by Dan Sullivan and Benjamin HardyTier 11Mongoose MediaTier 11 JobsPerpetual TrafficMarketing Performance Indicators™ ChecklistPerpetual Traffic on YouTubeTier 11 on YouTubeConnect with Lauren on InstagramConnect with Ralph on LinkedInFollow Perpetual Traffic on TwitterThanks 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:AppSumo - 13% off with code traffic13AdCritter for AgenciesTier 11 Data Suite

Ralph Burns joins the ClickBank Affiliated podcast to discuss various ways that you can make 2025 a success as an affiliate marketing and media buyer. He also outlines how to look for a good hire and new trends that you need to be aware of going into the new year. Ralph Burns is the founder & CEO at Tier 11 as well as the host of the hit podcast, Perpetual Traffic. He helps purpose-driven businesses achieve their vision through metrics that matter and growth that scales using his 20+ years of internet marketing experience and 25+ years of sales and sales management experience. Connect with Ralph - https://www.linkedin.com/in/ralphburns/ Ralph's Website - https://www.tiereleven.com/ Ralph's Podcast - https://perpetualtraffic.com/ Email Us - affiliated@clickbank.com

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 Takeoff00:01:57 - Tariffs, Taxes & Turmoil00:03:33 - The Hidden Tax Nobody Talks About00:05:19 - When Prices Go Up, Who Pays? (Hint: It's Not Them)00:08:02 - Finding Gold in Market Mayhem00:09:55 - Business Survival Mode: Activated00:12:37 - Marketing Gymnastics in an Economic Earthquake00:19:04 - The Next Big Shockwave—Are You Ready?00:20:22 - Mic Drop, But Not Really—Your Move!LINKS AND RESOURCES:Tier 11Mongoose MediaTier 11 JobsPerpetual TrafficMarketing Performance Indicators™ ChecklistPerpetual Traffic on YouTubeTier 11 on YouTubeConnect with Lauren on InstagramConnect with Ralph on LinkedInFollow Perpetual Traffic on TwitterThanks 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:AppSumo - 13% off with code traffic13AdCritter for AgenciesTier 11 Data Suite

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-Off00:00:13 – nCAC? Yeah, You'll Want to Know This00:01:51 – The Sneaky Costs That Could Sink You00:03:55 – Margin Showdown: Contribution vs. Gross00:05:49 – The nCAC Formula That Changes Everything00:15:48 – nCAC Danger Zones (Proceed with Caution!)00:20:19 – A Surprise You Didn't See ComingLINKS AND RESOURCES:Episode 663: How to Make Your Present Better by Making Your Future Bigger10x Is Easier Than 2x by Dan Sullivan and Benjamin HardyTier 11Mongoose MediaTier 11 JobsPerpetual TrafficGet Your nCAC Calculation Guide Now!Marketing Performance Indicators™ ChecklistPerpetual Traffic on YouTubeTier 11 on YouTubeConnect with Lauren on InstagramConnect with Ralph on LinkedInFollow Perpetual Traffic on TwitterThanks 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:AdCritter for AgenciesAppSumo - 13% off with code traffic13Tier 11 Data Suite

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 Awaits00:00:30 – What on Earth is Deep Seek?00:01:11 – The Stock Market Earthquake You Didn't See Coming00:02:21 – AI Revolution or Catastrophe? The Deep Seek Dilemma00:05:00 – Battle of the Bots: AI Heavyweights Face Off00:07:26 – Data Privacy Nightmares: Are You Safe?00:12:55 – Deep Seek Unleashed: The Future is Here00:16:44 – The AI Arms Race: Who Will Dominate?00:20:12 – Where Do We Go from Here? The AI RoadmapLINKS AND RESOURCES:DeepSeek - The Chinese AI That Crashed The MarketsDeepSeekHow Target Figured Out A Teen Girl Was Pregnant Before Her Father DidTier 11Mongoose MediaTier 11 JobsPerpetual TrafficGet Your nCAC Calculation Guide Now!Marketing Performance Indicators™ ChecklistPerpetual Traffic on YouTubeTier 11 on YouTubeBy the NumbersConnect with Lauren on InstagramConnect with Ralph on LinkedInFollow Perpetual Traffic on TwitterThanks 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:Tier 11 Data Suite AdCritter for AgenciesAppSumo - 13% off with code traffic13

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 Scaling00:00:24 – NCAC: The Metric That's Cooler Than ROAS00:01:42 – Why Calculating NCAC Feels Like Cracking a Cold Case00:02:42 – Scaling Secrets: Unlocking Business Growth with Math00:03:47 – The Real Cost of New Customers (No, It's Not What You Think)00:06:10 – Lifetime Value: Measuring Love from Your Best Customers00:09:28 – Practical Math: When Numbers Lead to Dollars00:12:45 – Refunds, Returns & Regrets: Subtracting the Pain Points00:15:30 – Hidden Costs Unveiled: Shipping, Storage & Surprises00:18:05 – COGS: Decoding Cost of Goods Sold00:20:50 – Gross Profit: The Halfway Mark to True Success00:23:15 – Profit Checkpoint: COGS, Gross Profit, and What They Mean for You00:34:10 – A Special Perk for PT Fans: Wrap-Up & SurpriseLINKS AND RESOURCES:Tier 11Mongoose MediaTier 11 JobsPerpetual TrafficGet Your nCAC Calculation Guide Now!Marketing Performance Indicators™ ChecklistPerpetual Traffic on YouTubeTier 11 on YouTubeBy the NumbersConnect with Lauren on InstagramConnect with Ralph on LinkedInFollow Perpetual Traffic on TwitterThanks 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:AppSumo - 13% off with code traffic13AdCritter for Agencies

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 World00:00:24 - A Feeder Strategy Unveiled00:00:39 - Data Secrets for Scaling Big00:01:23 - Cracking the Amazon Code00:02:35 - Numbers Don't Lie: Tracking Sales00:03:19 - Behind-the-Scenes Breakdown00:04:15 - Live and In Action00:05:53 - Game-Changing Ad Revelations00:08:12 - The “Contribution vs. Attribution” Debate00:08:40 - The Brand Loyalty Puzzle00:11:12 - The Revenue Surge Experiment00:22:55 - Ad Fatigue or Audience Overload?00:33:16 - Spend Smarter, Scale Faster00:34:01 - Attribution Tools Face-Off00:34:14 - Unpacking GA4 and Wicked Reports00:35:18 - Redefining Spend-to-Revenue Success00:37:19 - Open Mic: Questions That Matter00:37:37 - Shopping Insights from Google00:39:27 - YouTube Ad Masterclass00:40:43 - A Deep Dive into YouTube Optimization00:44:54 - E-Commerce Data That Drives Strategy00:58:17 - PMAX + Feeder: A Winning Combo00:59:14 - Wrapping Up: Next Steps RevealedLINKS AND RESOURCES:Amazon Ads Myths Debunked: Spend Less, Earn More! | Tier 11 Live! - EP024Measurement and analyticsAmazon Seller Analytics: 10 KPIs to Track for a Winning StrategyTier 11 on YouTubeGet Your Marketing Performance Indicators™ Checklist Now!Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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

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 Grievances00:00:39 - Lofty Ideas: Why Bigger Dreams Are Easier00:02:58 - Big Hurdles: The Struggles of Thinking Big00:03:46 - The Ultimate Quest: Hiring the Perfect Fit00:05:56 - Zoom Realities: When Interviews Get Surprising00:08:48 - Radical Honesty: The Secret Sauce in Hiring00:17:03 - Building Bridges: The Art of Trust at Work00:21:04 - Looking Forward: What's Next on the HorizonLINKS AND RESOURCES:Virtual Boss by Ralph BurnsEpisode 591 Is Delegation Your Kryptonite? Conquer the 4 Levels and Free Up Your TimeEpisode 663 How to Make Your Present Better by Making Your Future BiggerTier 11 on YouTubeMarketing Performance IndicatorsTier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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:AdCritter for AgenciesAppSumo - 13% off with code traffic13

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 Vibes00:00:40 - When Life Gives You Challenges, Make Content00:01:41 - Delegation: That Thing We Love to Hate00:04:23 - 10X Thinking: Because 2X is Boring00:06:12 - Zodiac Signs, Salesforce, and Big Ideas00:11:07 - Eckhart Tolle, Present Moments, and Toilet Epiphanies00:16:39 - Turning Dreams Into Actionable Strategies00:23:15 - Falling Forward: Embracing Intelligent Failure00:28:37 - Jimmy Donaldson's Genius and Your Next Move00:32:04 - Big Goals, Bigger Futures—The Wrap-UpLINKS AND RESOURCES:10x Is Easier Than 2x: How World-Class Entrepreneurs Achieve More by Doing LessDan 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 TimeChris Mercer on LinkedInHow MrBeast Grew His ChannelGood to Great: Why Some Companies Make the Leap...And Others Don't (Good to Great, 1)Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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

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 Revelation00:00:22 - The Scandal Exposed: What's REALLY Happening Behind the Honey Browser Extension?00:01:38 - Honey's Secrets: How They Pull Off This Controversial Move00:03:25 - Fallout: Creators and Affiliates Hit Hard—What's at Stake?00:07:44 - Crossing the Line? Legal Battles and Ethical Dilemmas00:15:43 - A Marketing Reckoning: What Does This Mean for the Future of Influencers?00:20:36 - Wrapping Up the Drama: TakeawaysLINKS 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 YouTubeFTC Action Temporarily Halts Operation that Allegedly Used Fake News Sites to Make Deceptive Claims about Acai Berry Weight-Loss ProductsTier 11 JobsPerpetual Traffic on YouTubeTier 11 on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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...

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 Time00:13:53 - Episode 575: The Duct Tape Marketing Method: Revamping Small Business Strategies with John Jantsch00:18:35 - Episode 623: The 7 Bedrock Principles of Influence for Any Marketer with Dr. Robert Cialdini00:31:26 - Episode 630: 3 Essential Marketing Performance Indicators You're Not Using…But Should00:38:43 - Episode 613: What Are Marketing Performance Metrics™ & Why Are They Important?LINKS AND RESOURCES:Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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:AppSumo - 13% off with code traffic13AdCritter for Agencies

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.Chapters00:00:00 – Where Algorithms Meet Ambition00:00:45 – Guest Stars: Michelle Caglar and Jose Villalobos00:03:25 – Behind the Hashtag: Stories That Sell00:07:30 – Affiliate Hustle: The Influencer Blueprint00:17:07 – Smart Ads, Smarter Results00:25:50 – Creative Automation: Ads That Think00:26:56 – GMV Max: ROI on Autopilot00:28:03 – Paid vs. Organic: The Traffic Tango00:29:14 – Performance, Perfected00:33:46 – Success Chronicles: Lessons from the Frontlines00:35:48 – Scaling Secrets: Bigger Budgets, Bigger Wins00:38:01 – $200 Playbook: Small Budget, Big Moves00:47:47 – Final Nuggets of WisdomLINKS AND RESOURCES:Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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:AppSumo - 13% off with code traffic13AdCritter for Agencies

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 202400:03:49 - Episode 647: The 3 Big CRO Myths DEBUNKED with Raphael Paulin-Daigle00:08:43- Episode 649: Fix These 17 Biggest Mistakes You Are Making Right Now With Your Meta Ads00:12:48 - Episode 652: Finally! How to use Google Ads for Lead Generation00:15:12 - Episode 654: [WARNING] The 3 Cataclysmic Ad Category Changes Coming to Meta in 202500:18:26 - Episode 655: 90% CPA Reduction? Yes, please. How You Can Capitalize on Q5 Right NowLINKS AND RESOURCES:Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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:AdCritter for Agencies

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.Chapters00:00 – The Starting Gate: Where Strategies Take Shape00:05 – $500K Input, $2.4M Output: The Revenue Alchemy01:56 – The Two-Step Secret: From Small Ticket to Big Wins02:57 – Digital Detective Work: Tools That Reveal the Invisible03:56 – MOBU Unlocked: A New Era in Ad Buying04:24 – Rudy's Red Pill: Marketing in 202505:41 – Chaos to Clarity: Multi-Channel Mastery11:18 – The Attribution Game: Third-Party Tools Exposed18:09 – Botox & Big Numbers: The Case Study Playbook24:31 – The Crystal Ball: Marketing's Future Revealed25:08 – Lessons from the Trenches: Ralph's Business Playbook30:31 – The Final Frame: Key Takeaways Locked InLINKS AND RESOURCES:Get started with business tools from MetaAirSculptAbout attribution windows in Meta Ads ManagerAbout attribution windows in Meta Ads ManagerAbout Meta Ads ReportingTier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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...

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 Strategy00:00:42 – Cracking the Case: The 63% Lead Surge00:02:18 – Golden Weeks Decoded: Welcome to Q500:05:50 – High Stakes, High Ticket: The Ultimate Lead Playbook00:10:58 – Back from the Dead: Breathing Life into Old Leads00:15:50 – Tactical Brilliance: Paid Traffic Secrets for Q500:21:38 – Festive Farewell: Wisdom Wrapped with a BowLINKS AND RESOURCES:Episode 649: Fix These 17 Biggest Mistakes You Are Making Right Now With Your Meta AdsGenerate new leads by providing value for peopleTier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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:AdCritter for AgenciesTier 11 Data Suite

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.Chapters00:00:00 - 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 Past00:02:45 - Meta's Maze: Surviving a Shifting Landscape00:04:55 - The Future is Delicate: 2025's Red Flags00:05:06 - Wellness Hit: Brands Brace for Impact00:12:21 - Privacy Wars: Personalization vs. Boundaries00:15:37 - Rulebook Rewritten: Navigating Ad Chaos00:17:41 - Looking Ahead: Staying Sharp in the Storm00:28:14 - Endnotes and Epiphanies: Wisdom to GoLINKS AND RESOURCES:Episode 649: Fix These 17 Biggest Mistakes You Are Making Right Now With Your Meta AdsChoosing a Special Ad CategoryAgency Freedom LiveTier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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:AdCritter for AgenciesTier 11 Data Suite

Want to launch a podcast in 2025? Apply to work with us here: https://top10podcasts.com/start▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬What if you could strategically align your podcast with powerful partners to drive insane business growth? That's exactly what Ralph Burns, co-host of the Perpetual Traffic podcast and founder of Tier 11, shares in this game-changing episode.Ralph reveals how he used strategic partnerships to build one of the most successful digital marketing podcasts in the world and how you can do the same to create a revenue-generating podcast for your business.He also spills the secrets of creating long-term, mutually beneficial partnerships that go beyond podcasting to transform your entire business model. So, are you ready to learn how to turn your podcast into a client-acquisition powerhouse? Let's dive in!In This Episode:00:00 Introduction 01:39 How to maximize the business value of your podcast06:10 How to structure your partnership for maximum growth10:50 The exact type of content that drives client acquisition (and why it works!)23:10 Podcast content that didn't do as well as expected26:56 Where Ralph gets his content ideas32:55 Seasonal strategies that work 37:22 Effective podcast promotion strategies39:57 Why full-length episodes outperform shorts ▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬

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.Chapters00:00:00 - Feeder Strategy 101: Not Your Average Marketing Lesson00:00:09 - Why Feeder Strategies Deserve a Standing Ovation00:00:48 - Lead Gen Woes: It's Not Me, It's You00:02:24 - Offline Conversion Imports: The Real MVP00:03:31 - John Moran's Secret Recipe for Lead Gen Success00:04:40 - PMax vs. Lead Gen: The Ultimate Face-Off00:07:18 - Spam Leads: Identified, Declassified, Neutralized00:12:55 - A Feeder Strategy Case Study Walks Into a Bar...00:17:31 - Results So Good, They're Practically Smug00:22:15 - The Algorithm's Favorite Snack: Real ROI00:25:53 - Wrapping Up: Insights That'll Make Your Brain Do a Happy DanceLINKS AND RESOURCES:Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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:Tierr 11 Data Suite AdCritter for Agencies

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!Chapters00:00:00 The Starting Line: Welcome to the Show00:00:34 Holiday Chaos and Quirky Traditions00:05:53 Crystal Ball Time: Plotting the 2025 Vision00:07:24 Is Your Team Crushing It or Coasting?00:13:54 Strategy Isn't Just a Buzzword—It's the Game00:20:02 Lunar New Year, Anyone? Cultural Marketing Wins00:22:29 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 202500:27:12 Test It, Scale It, But Don't Break It00:32:15 Post-Mortem on 2024: Wins, Fails, and WTF Moments00:39:05 Signing Off: Kind Words and Big PlansLINKS AND RESOURCES:Get Your Marketing Performance Indicators™ Checklist Now!Agency Freedom LiveTier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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:AdCritter for Agencies

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.Chapters00:00:00 - Kickoff: Why This Episode Will Change Your Strategy00:00:33 - The Hidden Power of the Facebook Pixel00:01:58 - Meta Pixel: What You Never Knew About Its History00:03:12 - Standard Events vs. Custom Conversions: A Critical Comparison00:04:53 - Unpacking Standard Events: Insights You Can't Miss00:08:21 - Advanced Tracking: The Secret Sauce of Custom Conversions00:10:21 - Real-World Examples: How Tracking Transforms Strategy00:12:45 - Why Initiate Checkout Is More Than Just a Click00:15:03 - The Overlooked Power of Event Hierarchies00:18:27 - How to Use Standard Events for Precision Optimization00:21:58 - Real-Life Wins: Data-Driven Campaign Success Stories00:26:12 - Bridging the Gap: Aligning Tracking with Business Goals00:29:36 - The Wrap-Up: Practical Takeaways to Propel Your SuccessLINKS AND RESOURCES:Specifications for Meta Pixel standard eventsTier 11 on YouTubeGet Your Marketing Performance Indicators™ Checklist Now!Agency Freedom LiveTier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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:AdCritter for Agencies

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 Strategies00:01:00 - Listener Reviews: What You're Saying About the Show00:03:50 - Constructive Criticism: Turning Feedback Into Actionable Insights00:08:40 - MQL vs. SQL: Why Knowing the Difference Changes Everything00:18:05 - MPI Checklist Unpacked: The Simple Tool to Qualify Your Leads00:19:30 - Lead Qualification Secrets: How to Spot the Real Prospects00:20:45 - Custom Thank You Pages: The Game-Changer You're Overlooking00:22:08 - Campaign Optimization: Attracting the Customers You Actually Want00:28:43 - Standard Events Masterclass: Supercharging Your Ad Performance00:33:39 - Final Thoughts: Quick Wins and Next Steps to Level UpLINKS AND RESOURCES:Tier 11 on YouTubeGet Your Marketing Performance Indicators™ Checklist Now!Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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:AdCritter for Agencies

Ralph Burns and Lauren Petrullo tackle some of the biggest misconceptions about Conversion Rate Optimization (CRO) with industry expert Raphael Paulin-Daigle. They dig into why obsessing over conversion rates alone can backfire and why metrics like lifetime value (LTV) and average order value (AOV) matter more in the long run. The discussion also hits on how platforms like TikTok are shaking up the CRO space and what that means for modern businesses. Raphael shares his story of turning a passion for marketing as a teenager into a thriving career working with top DTC brands. Packed with examples and no-nonsense advice, this conversation pushes back on outdated thinking and offers actionable strategies for improving website performance and driving real business growth.Chapters00:00:00 – Meet Raphael: The Myth-Buster of CRO00:00:21 – CRO Myths: Why Doubling Your Conversion Rate Isn't That Simple00:01:43 – From Fictional Marketing Plans to Real DTC Success00:02:26 – Raphael's Origin Story: Creativity Meets Data00:08:01 – No Portfolio? No Problem: Landing Clients the Hard Way00:13:53 – From Metrics to Mastery: The Real Evolution of CRO00:20:57 – Wants vs. Needs: When Clients Get It Wrong00:22:45 – The Conversion Rate Illusion: Why Numbers Lie00:26:00 – Case Study: Turning Subscriptions Into Gold00:29:33 – Breaking It Down: How to Communicate Results Without Confusion00:35:35 – CRO in the TikTok Era: Quick Wins vs. Real Strategies00:44:59 – Stay Connected: Raphael's Tips for Long-Term GrowthLINKS AND RESOURCES:Raphael Paulin-Daigle on LinkedInRaphael Paulin-Daigle on XSplitBaseLanding Page Optimization: The Definitive Guide to Testing and Tuning for ConversionsTier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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:AdCritter for Agencies

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.Chapters00:00:00 - Welcome to the Marketing Jungle: Ralph and John Unleashed00:00:49 - The Case Study So Wild It's Practically Fiction00:02:05 - Doing the Opposite: When Counterintuitive is Just Intuitive00:03:36 - ROAS vs. Reality: The Brand Campaign Smackdown00:05:52 - MER Explained: Or Why ROAS is Crying in a Corner00:08:20 - Results So Good You'll Wonder If We're Making Them Up00:10:50 - ROAS Walks into a Bar. MER Kicks It Out.00:13:00 - When Saving $7K Feels Better Than Finding $20 in Your Jeans00:15:30 - $425,000 Later: Did Google Ads Just Buy Itself Dinner?00:18:05 - Tracking the Truth: Wicked Reports and Google Play Detective00:20:45 - Why Your Ad Agency's Yacht Might Be Your Biggest Expense00:25:10 - Margins vs. Metrics: A Fight as Old as Time, But With Spreadsheets00:28:00 - Turning Ad Budgets into Revenue: Step One, Don't Panic00:30:00 - Final Marketing Lessons: Indicators, Sanity, and Why You Shouldn't Chase ROAS00:32:13 - Live Q&A: Your Questions, Our Strategy Confessions00:33:12 - Shopping Ad Secrets: Turning Standard into Stellar00:34:24 - Remarketing: When Stalking Your Customers Pays Off00:35:57 - Demand Gen or Demand "Gen-uinely Confused"?00:37:51 - Video Action Campaigns: Clickbait With a Purpose00:38:48 - Gmail Ads: Google's Expensive Postcards Nobody Reads00:41:44 - Performance Max: Where Traffic Metrics Go to Party00:45:52 - Feeder Strategies That'll Make You Feel Like a Marketing Chef00:51:33 - Competitive Metrics and Why Lead Gen Feels Like a Marathon00:57:06 - Wrapping Up: The Last Bits of Genius Before You Hit ReplayLINKS AND RESOURCES:Tier 11 on YouTubeGet Your Marketing Performance Indicators™ Checklist Now!Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you'd like to share? Connect...

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.Chapters00:00:00 - Kickoff: Setting the Stage for Success00:00:39 - Cracking the Code: YouTube Attribution Challenges00:01:53 - Solutions in Focus: Navigating Multi-Channel Attribution00:06:09 - Beyond Basics: Why Post-Purchase Surveys Matter00:11:40 - Real Results: The Pet Hair Rake Case Study00:20:46 - Ad Testing for YouTube Optimization00:36:08 - YouTube vs. PDP: Game-Changing Landing Page Tactics00:37:13 - Facebook vs. YouTube Showdown: Which Ad Wins?00:44:00 - Agency Success Blueprint: Building from the Ground Up00:46:51 - Mastering Metrics: Advanced Attribution Tactics00:53:01 - Rapid-Fire Wisdom: Marketing Takeaways You Need00:58:28 - Wrapping Up: Lasting Insights and TakeawaysLINKS AND RESOURCES:Get Your Marketing Performance Indicators™ Checklist Now!KnoCommerceShopper ApprovedTier 11 JobsTier 11 on YouTubePerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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!

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.Chapters00:00:00 - Kickoff: Welcome to Perpetual Traffic00:01:23 - The Story Behind Eddie Maalouf & Bold Marketing Moves00:04:24 - 2025 Predictions: Affiliate Marketing's Trust Game00:08:38 - Future-Proofing Info Products00:12:36 - Winning Tactics for Local Business Marketing00:14:00 - Ads That Work for Local Audiences00:17:23 - Post-Black Friday: Next Steps for E-commerce00:18:37 - Upcoming Trends for New Year Sales00:20:02 - Agency Insider: Insights from the Frontlines00:23:47 - Effective Media Buying00:28:10 - AI's Role in Shaping Marketing00:32:09 - The Evolution of Interactive Advertising00:37:16 - Final Predictions and TakeawaysLINKS AND RESOURCES:Eddie Maalouf on LinkedInBAD MarketingTier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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!