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Perpetual Traffic

Tier 11

Helping marketing directors and CMOs master paid traffic and conversions!

  • 25 minutes 50 seconds
    90% CPA Reduction? Yes, please. How You Can Capitalize on Q5 Right Now

    Ralph and Lauren are going into the details of Q5 marketing—a prime time often overlooked by marketers. They are sharing how leveraging this period, starting mid-December when shipping constraints kick in, can yield leads at a fraction of the cost, especially for high-ticket items. They’ll be walking us through a real-time case study where $700 quality leads dropped to under $70 using strategic ad spending and optimized lead funnels. Ralph and Lauren will also touch on how chaotic human behavior affects lead nurture strategies. Be sure to tune in and embrace this "golden opportunity" window. Start the year ahead of the competition!

    Chapters:

    • 00:00:00 – Starting Bold: No Fluff, All Strategy
    • 00:00:42 – Cracking the Case: The 63% Lead Surge
    • 00:02:18 – Golden Weeks Decoded: Welcome to Q5
    • 00:05:50 – High Stakes, High Ticket: The Ultimate Lead Playbook
    • 00:10:58 – Back from the Dead: Breathing Life into Old Leads
    • 00:15:50 – Tactical Brilliance: Paid Traffic Secrets for Q5
    • 00:21:38 – Festive Farewell: Wisdom Wrapped with a Bow

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

    Mentioned in this episode:

    AdCritter for Agencies

    Tier 11 Data Suite

    20 December 2024, 12:00 pm
  • 34 minutes 9 seconds
    [WARNING] The 3 Cataclysmic Ad Category Changes Coming to Meta in 2025

    Ralph and Lauren get into the shifting tides of advertising, breaking down Meta’s upcoming restrictions and what they mean for businesses in 2025. From sensitive ad categories to the growing challenges of personalized advertising, they lay out strategies to adapt and thrive in a world where privacy laws are rewriting the rules. Along the way, they reflect on co-host dynamics, swap sharp takes on the future of marketing, and leave you with advice to stay ahead of the curve.

    Chapters

    • 00:00:00 - Opening Loops & Layers: What's Coming Up?
    • 00:00:13 - New Energy in the Room: Meet the Co-Host!
    • 00:01:28 - Rewind Chronicles: Co-Hosts of the Past
    • 00:02:45 - Meta’s Maze: Surviving a Shifting Landscape
    • 00:04:55 - The Future is Delicate: 2025's Red Flags
    • 00:05:06 - Wellness Hit: Brands Brace for Impact
    • 00:12:21 - Privacy Wars: Personalization vs. Boundaries
    • 00:15:37 - Rulebook Rewritten: Navigating Ad Chaos
    • 00:17:41 - Looking Ahead: Staying Sharp in the Storm
    • 00:28:14 - Endnotes and Epiphanies: Wisdom to Go

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

    Mentioned in this episode:

    Tier 11 Data Suite

    AdCritter for Agencies

    17 December 2024, 12:00 pm
  • 1 hour 2 minutes
    5 Irresistible Shopify Features You NEVER Knew About…But Must

    Ralph Burns and Lauren Petrullo host Andrius Baranauskas, Head of Product at Shopify, to explore Shopify's latest Winter Editions update. The conversation digs into the platform's shift toward enhancing existing features for a streamlined merchant experience. Key highlights include the expansion of "Shop Campaigns," Shopify's dynamic marketing tool, to all merchants, and the power of the Shop App for customer acquisition and retention. The episode also unpacks how Shopify leverages data to optimize customer lifetime value and reduce marketing complexity, offering practical insights for merchants at any stage of growth.

    Chapters:

    • 00:00:00 - Opening the Shopify Winter Door
    • 00:01:00 - Boring Edition or Game-Changer?
    • 00:02:15 - The Boring That Makes You Listen
    • 00:04:02 - Not Boring: The Hidden Side
    • 00:07:43 - Marketing Magic: Shopify’s Take
    • 00:12:55 - Shop Campaigns: Simplicity in Strategy
    • 00:16:20 - Shop App: The Secret Weapon
    • 00:23:39 - Privacy and Precision: Audience Insights
    • 00:27:58 - Sales Doubled? Here’s How
    • 00:28:59 - Aiming Smarter: Targeting Evolution
    • 00:29:30 - Cracking the Ad Benchmark Code
    • 00:30:41 - Capitalizing on Ecosystem Synergy
    • 00:33:37 - Customer Costs That Pay Off
    • 00:35:40 - Incentives That Adapt to You
    • 00:38:08 - Success Stories in Simple Campaigns
    • 00:42:46 - Ecosystem Deep Dive and Future Look
    • 00:51:49 - Personalizing the Shop App Journey
    • 00:56:58 - Final Words: Resources You’ll Need

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

    Mentioned in this episode:

    AdCritter for Agencies

    Tier 11 Data Suite

    13 December 2024, 12:00 pm
  • 30 minutes 36 seconds
    Finally! How to use Google Ads for Lead Generation

    Ralph Burns and John Moran discuss a new feeder strategy designed to address common challenges in search campaigns and Performance Max setups. They’re explaining innovative ways to combat spam leads, optimize ad performance, and improve return on ad spend through structured approaches and practical examples. The duo outlines steps for leveraging feeder strategies to scale campaigns effectively while maintaining high-quality results.

    Chapters

    • 00:00:00 - Feeder Strategy 101: Not Your Average Marketing Lesson
    • 00:00:09 - Why Feeder Strategies Deserve a Standing Ovation
    • 00:00:48 - Lead Gen Woes: It’s Not Me, It’s You
    • 00:02:24 - Offline Conversion Imports: The Real MVP
    • 00:03:31 - John Moran’s Secret Recipe for Lead Gen Success
    • 00:04:40 - PMax vs. Lead Gen: The Ultimate Face-Off
    • 00:07:18 - Spam Leads: Identified, Declassified, Neutralized
    • 00:12:55 - A Feeder Strategy Case Study Walks Into a Bar...
    • 00:17:31 - Results So Good, They’re Practically Smug
    • 00:22:15 - The Algorithm’s Favorite Snack: Real ROI
    • 00:25:53 - Wrapping Up: Insights That’ll Make Your Brain Do a Happy Dance

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

    Mentioned in this episode:

    Tier 11 Data Suite

    AdCritter for Agencies

    10 December 2024, 12:00 pm
  • 44 minutes 45 seconds
    The #1 Thing You’re NOT Doing Right Now to Crush It in 2025…And How to Fix It

    Ralph and Lauren are discussing the critical moments of business planning and how to evaluate and improve team dynamics, agency partnerships, and overall strategies heading into the new year. Get ready to explore the nuances of prioritizing resources, testing new initiatives, and aligning goals to achieve scalable success. Their strategy over tactics approach offers information you can use to maximize opportunities for your business(es) in 2025!

    Chapters

    • 00:00:00 The Starting Line: Welcome to the Show
    • 00:00:34 Holiday Chaos and Quirky Traditions
    • 00:05:53 Crystal Ball Time: Plotting the 2025 Vision
    • 00:07:24 Is Your Team Crushing It or Coasting?
    • 00:13:54 Strategy Isn’t Just a Buzzword—It’s the Game
    • 00:20:02 Lunar New Year, Anyone? Cultural Marketing Wins
    • 00:22:29 Finding Your Goldmine Clients (Hint: They’re Loyal)
    • 00:23:04 Meta vs. Google: Which Channel Deserves Your Love?
    • 00:24:59 Big Goals, Tiny Steps: The Secret to Crushing 2025
    • 00:27:12 Test It, Scale It, But Don’t Break It
    • 00:32:15 Post-Mortem on 2024: Wins, Fails, and WTF Moments
    • 00:39:05 Signing Off: Kind Words and Big Plans

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

    Mentioned in this episode:

    Tier 11 Data Suite

    AdCritter for Agencies

    6 December 2024, 12:00 pm
  • 1 hour 4 minutes
    How to Solve Your Digital Marketing Attribution Problem Once and for All

    Ralph Burns and John Moran are giving you an exclusive sneak peek into Tier 11's Data Suite, designed to solve the long-standing issues of attribution and data integrity in digital marketing. They explore how this tool leverages edge servers and CDNs to clean up and optimize data, offering marketers better visibility and accuracy for decision-making. They point out the pitfalls of traditional tracking methods, share insights on ad spend optimization, and discuss the implications for small and mid-sized businesses navigating a complex ad ecosystem. Their conversation is laced with examples that explain the impact of precise data in scaling businesses effectively.

    Chapters

    • 00:00:00 - Welcome to the Party: Ralph’s Big Data Reveal
    • 00:01:00 - Oh, Privacy, You’re Killing Me: The Data Crisis Unpacked
    • 00:01:36 - The Secret Sauce: Tier 11’s Data Suite (You’re Welcome)
    • 00:02:29 - John’s Here, Let’s Get Serious (Kind of)
    • 00:05:15 - Attribution: The World’s Most Annoying Puzzle
    • 00:08:14 - The Edge, the Warehouse, and the Interface Walk Into a Bar
    • 00:13:14 - War Stories: Real Clients, Real Wins, Real Chaos
    • 00:18:19 - Tech Nerd Alert: The Edge Servers Explained
    • 00:21:05 - Tag, You’re It: The CDN That Knows Everything
    • 00:25:45 - Lost in Data Limbo? Here’s How to Get Out
    • 00:28:12 - First-Party Data: The Cleanest Dirty Laundry You’ll Ever Own
    • 00:30:35 - Performance Max Is Lying to You (But It’s Okay)
    • 00:32:20 - Smarter Decisions Start Here: Data You Can Actually Trust
    • 00:34:22 - Autopsy Time: How Campaigns Succeed (or Crash)
    • 00:35:38 - Performance Max vs. Reality: Spoiler Alert, It’s Complicated
    • 00:36:20 - ROAS Dreams and Brand Nightmares
    • 00:37:43 - Cold Traffic, Warm Wallets: Campaign Tips That Work
    • 00:38:38 - Brave New World: Non-Brand Search Campaigns for Beginners
    • 00:43:54 - Feeder Strategy Gold: Insights You Didn’t Know You Needed
    • 00:45:24 - Q&A: Your Burning Questions, Our Smug Answers
    • 00:54:30 - Black Friday: Scaling Without Losing Your Mind
    • 01:00:05 - That’s a Wrap: See ya!

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

    Mentioned in this episode:

    Tier 11 Data Suite

    AdCritter for Agencies

    4 December 2024, 12:00 pm
  • 34 minutes 49 seconds
    Fix These 17 Biggest Mistakes You Are Making Right Now With Your Meta Ads

    On today’s show, Ralph and Lauren are talking about the game-changing potential of the Facebook (Meta) Pixel. They’re breaking down the evolution of the Meta Pixel, the differences between standard events and custom conversions, and the often-missed opportunities in advanced tracking. Marketers, tune in to hear how to escape the "muck of mediocrity" and avoid the "data drought" by feeding the algorithm the right data. If you’re ready to stop wasting ad spend and start optimizing your campaigns like a pro, this episode delivers everything you need—no fluff, just results.

    Chapters

    • 00:00:00 - Kickoff: Why This Episode Will Change Your Strategy
    • 00:00:33 - The Hidden Power of the Facebook Pixel
    • 00:01:58 - Meta Pixel: What You Never Knew About Its History
    • 00:03:12 - Standard Events vs. Custom Conversions: A Critical Comparison
    • 00:04:53 - Unpacking Standard Events: Insights You Can’t Miss
    • 00:08:21 - Advanced Tracking: The Secret Sauce of Custom Conversions
    • 00:10:21 - Real-World Examples: How Tracking Transforms Strategy
    • 00:12:45 - Why Initiate Checkout Is More Than Just a Click
    • 00:15:03 - The Overlooked Power of Event Hierarchies
    • 00:18:27 - How to Use Standard Events for Precision Optimization
    • 00:21:58 - Real-Life Wins: Data-Driven Campaign Success Stories
    • 00:26:12 - Bridging the Gap: Aligning Tracking with Business Goals
    • 00:29:36 - The Wrap-Up: Practical Takeaways to Propel Your Success

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

    Mentioned in this episode:

    AdCritter for Agencies

    Tier 11 Data Suite

    29 November 2024, 12:00 pm
  • 38 minutes 47 seconds
    Stop Wasting Your Time on MQLs: 5 Steps to Get More SQLs

    Ralph and Lauren tackle the challenges marketers and business owners face when managing lead generation and sales processes. They break down the critical differences between Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs) and share actionable strategies for optimizing ad algorithms and leveraging CRM data effectively. The conversation highlights the power of transparency and alignment within teams and with agency partners to maximize ROI. With a focus on practical insights, they also explore how to use standard events in digital advertising to improve lead quality and drive better business outcomes.

    Chapters:

    • 00:00:00 - Kickoff: Welcome to an Unfiltered Dive Into Marketing Strategies
    • 00:01:00 - Listener Reviews: What You’re Saying About the Show
    • 00:03:50 - Constructive Criticism: Turning Feedback Into Actionable Insights
    • 00:08:40 - MQL vs. SQL: Why Knowing the Difference Changes Everything
    • 00:18:05 - MPI Checklist Unpacked: The Simple Tool to Qualify Your Leads
    • 00:19:30 - Lead Qualification Secrets: How to Spot the Real Prospects
    • 00:20:45 - Custom Thank You Pages: The Game-Changer You’re Overlooking
    • 00:22:08 - Campaign Optimization: Attracting the Customers You Actually Want
    • 00:28:43 - Standard Events Masterclass: Supercharging Your Ad Performance
    • 00:33:39 - Final Thoughts: Quick Wins and Next Steps to Level Up

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

    Mentioned in this episode:

    AdCritter for Agencies

    Tier 11 Data Suite

    26 November 2024, 12:00 pm
  • 50 minutes 41 seconds
    The 3 Big CRO Myths DEBUNKED with Raphael Paulin-Daigle

    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.

    Chapters

    • 00:00:00 – Meet Raphael: The Myth-Buster of CRO
    • 00:00:21 – CRO Myths: Why Doubling Your Conversion Rate Isn’t That Simple
    • 00:01:43 – From Fictional Marketing Plans to Real DTC Success
    • 00:02:26 – Raphael’s Origin Story: Creativity Meets Data
    • 00:08:01 – No Portfolio? No Problem: Landing Clients the Hard Way
    • 00:13:53 – From Metrics to Mastery: The Real Evolution of CRO
    • 00:20:57 – Wants vs. Needs: When Clients Get It Wrong
    • 00:22:45 – The Conversion Rate Illusion: Why Numbers Lie
    • 00:26:00 – Case Study: Turning Subscriptions Into Gold
    • 00:29:33 – Breaking It Down: How to Communicate Results Without Confusion
    • 00:35:35 – CRO in the TikTok Era: Quick Wins vs. Real Strategies
    • 00:44:59 – Stay Connected: Raphael’s Tips for Long-Term Growth

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

    Mentioned in this episode:

    AdCritter for Agencies

    Tier 11 Data Suite

    22 November 2024, 12:00 pm
  • 1 hour 3 minutes
    [INSANE Case Study] How to Spend LESS & Make MORE on Meta & Google

    Ralph and John dig into a case study that flips conventional marketing on its head, showing how rethinking ad spend can drive unexpected results. They explore why focusing on Media Efficiency Ratio (MER) instead of ROAS can uncover hidden opportunities for growth. Through examples and real-time analysis, they reveal strategies for reallocating budgets, cutting unnecessary costs, and achieving better outcomes. Along the way, they take live questions and break down how metrics can reshape business decisions. It’s a session packed with lessons that challenge the status quo and offer a fresh perspective on smarter marketing.

    Chapters

    • 00:00:00 - Welcome to the Marketing Jungle: Ralph and John Unleashed
    • 00:00:49 - The Case Study So Wild It’s Practically Fiction
    • 00:02:05 - Doing the Opposite: When Counterintuitive is Just Intuitive
    • 00:03:36 - ROAS vs. Reality: The Brand Campaign Smackdown
    • 00:05:52 - MER Explained: Or Why ROAS is Crying in a Corner
    • 00:08:20 - Results So Good You’ll Wonder If We’re Making Them Up
    • 00:10:50 - ROAS Walks into a Bar. MER Kicks It Out.
    • 00:13:00 - When Saving $7K Feels Better Than Finding $20 in Your Jeans
    • 00:15:30 - $425,000 Later: Did Google Ads Just Buy Itself Dinner?
    • 00:18:05 - Tracking the Truth: Wicked Reports and Google Play Detective
    • 00:20:45 - Why Your Ad Agency’s Yacht Might Be Your Biggest Expense
    • 00:25:10 - Margins vs. Metrics: A Fight as Old as Time, But With Spreadsheets
    • 00:28:00 - Turning Ad Budgets into Revenue: Step One, Don’t Panic
    • 00:30:00 - Final Marketing Lessons: Indicators, Sanity, and Why You Shouldn’t Chase ROAS
    • 00:32:13 - Live Q&A: Your Questions, Our Strategy Confessions
    • 00:33:12 - Shopping Ad Secrets: Turning Standard into Stellar
    • 00:34:24 - Remarketing: When Stalking Your Customers Pays Off
    • 00:35:57 - Demand Gen or Demand "Gen-uinely Confused"?
    • 00:37:51 - Video Action Campaigns: Clickbait With a Purpose
    • 00:38:48 - Gmail Ads: Google’s Expensive Postcards Nobody Reads
    • 00:41:44 - Performance Max: Where Traffic Metrics Go to Party
    • 00:45:52 - Feeder Strategies That’ll Make You Feel Like a Marketing Chef
    • 00:51:33 - Competitive Metrics and Why Lead Gen Feels Like a Marathon
    • 00:57:06 - Wrapping Up: The Last Bits of Genius Before You Hit Replay

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

    Mentioned in this episode:

    AdCritter for Agencies

    Tier 11 Data Suite

    19 November 2024, 12:00 pm
  • 1 hour 3 minutes
    YouTube vs. TV: Which Is Better?

    Ralph and John Moran get into the complexities of multi-channel attribution, with a strong focus on YouTube's challenges and potential for growth. He and John break down how businesses can better understand YouTube’s role in driving conversions, even when the platform's metrics might make it seem like the weak link. They talk about real-world testing strategies, including post-purchase surveys and ad copy tweaks, to capture a clear picture of what works. By taking a holistic approach, Ralph explains how YouTube, Facebook, and Google Performance Max can work together to reveal surprising insights, making this episode essential listening for marketers looking to scale smartly.

    Chapters

    • 00:00:00 - Kickoff: Setting the Stage for Success
    • 00:00:39 - Cracking the Code: YouTube Attribution Challenges
    • 00:01:53 - Solutions in Focus: Navigating Multi-Channel Attribution
    • 00:06:09 - Beyond Basics: Why Post-Purchase Surveys Matter
    • 00:11:40 - Real Results: The Pet Hair Rake Case Study
    • 00:20:46 - Ad Testing for YouTube Optimization
    • 00:36:08 - YouTube vs. PDP: Game-Changing Landing Page Tactics
    • 00:37:13 - Facebook vs. YouTube Showdown: Which Ad Wins?
    • 00:44:00 - Agency Success Blueprint: Building from the Ground Up
    • 00:46:51 - Mastering Metrics: Advanced Attribution Tactics
    • 00:53:01 - Rapid-Fire Wisdom: Marketing Takeaways You Need
    • 00:58:28 - Wrapping Up: Lasting Insights and Takeaways

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

    Mentioned in this episode:

    AdCritter for Agencies

    Tier 11 Data Suite

    15 November 2024, 9:00 am
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