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Perpetual Traffic

Tier 11

Helping marketing directors and CMOs master paid traffic and conversions!

  • 1 hour 1 minute
    [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

    19 November 2024, 12:00 pm
  • 1 hour 1 minute
    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

    15 November 2024, 9:00 am
  • 40 minutes 43 seconds
    What Worked in 2024 that We Want to Double Down on in 2025 with Eddie Maalouf of BAD Marketing

    Lauren Petrullo welcomes Eddie Maalouf, founder of BAD Marketing, to discuss strategies for navigating the evolving marketing landscape. They talk about how affiliate marketing, influencer trust, and tailored content creation are shifting in 2025, especially for e-commerce, local businesses, and info products. Eddie shares firsthand insights on creating impactful ads, handling post-holiday marketing, and using AI effectively without overcomplicating campaigns. This conversation dives into what's working now and how brands can position themselves for what's next.

    Chapters

    • 00:00:00 - Kickoff: Welcome to Perpetual Traffic
    • 00:01:23 - The Story Behind Eddie Maalouf & Bold Marketing Moves
    • 00:04:24 - 2025 Predictions: Affiliate Marketing’s Trust Game
    • 00:08:38 - Future-Proofing Info Products
    • 00:12:36 - Winning Tactics for Local Business Marketing
    • 00:14:00 - Ads That Work for Local Audiences
    • 00:17:23 - Post-Black Friday: Next Steps for E-commerce
    • 00:18:37 - Upcoming Trends for New Year Sales
    • 00:20:02 - Agency Insider: Insights from the Frontlines
    • 00:23:47 - Effective Media Buying
    • 00:28:10 - AI’s Role in Shaping Marketing
    • 00:32:09 - The Evolution of Interactive Advertising
    • 00:37:16 - Final Predictions and Takeaways

    LINKS AND RESOURCES:


    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

    12 November 2024, 12:00 pm
  • 33 minutes 18 seconds
    The 3 Most Frequently Asked Questions from Marketers Answered!

    Ralph talks about the big questions clients are asking as they gear up for 2025: planning strategies, managing campaign expectations, and optimizing ad performance. He breaks down examples from brands across various sectors—covering everything from case studies on large national brands to niche and hospitality businesses. Ralph shares insights on how Tier 11 approaches campaign iterations, creative strategies for user-generated content, and the layered landscape of influencer marketing. This episode is packed with straightforward, no-nonsense advice for making solid marketing moves that can set businesses up for a strong start to the new year.

    Chapters

    • 00:00:00 - Introduction and Solo Host Spotlight
    • 00:00:35 - Preparing for Strategic Shifts in 2025
    • 00:01:55 - Frequently Asked Client Questions
    • 00:03:49 - National Brand Case Study
    • 00:07:29 - Insights from a Hospitality Sector Case
    • 00:11:10 - Success Story: Niche Business Tactics
    • 00:14:42 - Mastering Campaign Frequency & Strategy
    • 00:19:16 - Creating Powerful UGC Content
    • 00:25:30 - Levels of Influence: A Guide to Marketing Strategies
    • 00:29:35 - Final Thoughts and Audience Connection

    LINKS AND RESOURCES:


    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

    8 November 2024, 12:00 pm
  • 37 minutes 56 seconds
    7 Key Takeaways to Supercharge Your Business Growth from The Smart Marketer Conference

    Ralph and Lauren talk about the value of in-person connections and insights from recent conferences. Ralph shares his experiences from a Smart Marketer event, pointing out the importance of networking beyond scheduled sessions and the impact of an engaged audience. Lauren adds her perspective, gearing up for WebinarCon, where she anticipates learning cutting-edge techniques in webinar funneling. Together, they discuss key takeaways, from maximizing product launches through presales to scaling service offerings without sacrificing quality. Their shared stories have a central message: success often lies in connecting authentically, refining strategies, and staying open to new approaches in marketing and business growth.

    Chapters

    • 00:00:00 - Welcome to the Perpetual Traffic Podcast
    • 00:00:29 - Conference Insights and Energizing Takeaways
    • 00:01:29 - WebinarCon: The Power of Webinars
    • 00:05:50 - Smart Marketer Event Highlights
    • 00:09:52 - Networking and Making Connections
    • 00:13:31 - Pre-Sales Strategy for E-commerce
    • 00:17:52 - Limited Batch Launch Strategy
    • 00:19:13 - Pre-Selling Courses: Lessons Learned
    • 00:21:16 - Niche Down to Scale Up
    • 00:24:37 - Cutting Through the Noise
    • 00:27:25 - Optimizing Appointment Bookings
    • 00:34:52 - Concluding Thoughts and Takeaways


    LINKS AND RESOURCES:


    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

    5 November 2024, 12:00 pm
  • 35 minutes 51 seconds
    [BodySculpting Case Study] How We Made $2,304,177 in Delayed Revenue on $609,526 in Ad Spend

    Ralph and Lauren are talking about the power of brand-building and marketing strategies that go beyond typical sales tactics. They explore how case studies from diverse industries—like the spa and beauty sectors—point out  the importance of a full-funnel approach, from initial brand awareness to strategic entry offers that pave the way for higher-value conversions. Drawing from real client results, they stress the value of patient, data-informed decisions and share insights on crafting a layered marketing strategy. As they look ahead to the holiday season, Ralph and Lauren also touch on Black Friday preparations, urging listeners to leverage unique, value-driven offers to stand out in a competitive market.

    Chapters

    • 00:00:00 - Introduction to Perpetual Traffic Podcast
    • 00:00:24 - Celebrating Audience Success Stories and Wins
    • 00:02:00 - Leveraging Podcasting for Brand Growth
    • 00:05:23 - Overview of Today’s Case Study
    • 00:08:29 - Targeted Solutions for Spa Industry
    • 00:13:07 - Data-Driven Marketing for Better Results
    • 00:17:35 - Revenue Analysis and Calculating ROAS
    • 00:19:06 - Understanding Customer Journey and Spending
    • 00:21:10 - Impact of Brand Lift on Conversions
    • 00:23:15 - Competitive Strategies for Saturated Markets
    • 00:26:47 - Crafting a Complete Funnel Strategy
    • 00:28:46 - Preparing Brands for Black Friday
    • 00:31:04 - Closing Remarks and Upcoming Topics

    LINKS AND RESOURCES:


    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

    1 November 2024, 12:00 pm
  • 55 minutes 34 seconds
    How to Charismatically Market Your Business Like Trump, Cowell & Mr. Wonderful

    Ralph and Lauren dive into the importance of authenticity in personal and business branding. They discuss how letting unique traits shine can create a memorable and compelling brand identity. They also tackle the impact of charisma and the role of bold, sometimes polarizing choices in differentiating yourself from competitors. Discussing that standing out means attracting the right audience and being unafraid to repel others, Ralph and Lauren explore how leaning into one’s true personality can be a powerful business strategy.

    Chapters

    • 00:00:00 Start with Ralph and Lauren
    • 00:00:25 A Quick Debate on Heights and Humor
    • 00:01:51 Authenticity in the World of Social Media
    • 00:03:09 Unpacking the Power of Charisma
    • 00:03:41 Goodreads Goals and Personal Ambitions
    • 00:04:12 Inside Lauren’s Marketing Mindset
    • 00:06:05 Why Being Polarizing Matters
    • 00:14:45 Charismatic Leaders and Their Influence
    • 00:22:53 Navigating Marketing Industry Challenges
    • 00:27:57 Leaving the Corporate Grind Behind
    • 00:28:13 Rethinking the Agency Model
    • 00:28:26 Diving Deep into Client Goals
    • 00:28:57 Revisiting the Power of Charisma
    • 00:29:40 Narcissism Meets Leadership
    • 00:30:23 Relatable Corporate Stories
    • 00:32:55 The Legendary Kennedy-Nixon Debate
    • 00:35:14 Ryan Reynolds: Charisma Personified
    • 00:38:01 Public Persona vs. Private Self
    • 00:41:13 Making a Stand in Marketing
    • 00:50:24 The Power and Purpose of Branding
    • 00:52:19 Wrapping Up with Next Steps

    LINKS AND RESOURCES:


    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

    29 October 2024, 12:00 pm
  • 1 hour 3 minutes
    How Radioactive Octopus Balls Made Us Better Marketers

    Ralph Burns and Lauren Petrullo dig into the dynamics of masterminds and how they shape the business landscape. They share their experiences from attending high-ticket masterminds and discuss takeaways for business owners, including the importance of creative fatigue in marketing, how AI-generated images are disrupting LinkedIn ads, and why sleep hygiene is crucial for entrepreneurial success. Their reflections offer both humor and insight, giving you a glimpse into the challenges and rewards of running a business.

    Chapters

    • 00:00:00 - Orlando Adventures Begin!
    • 00:00:26 - Disney Secrets Revealed
    • 00:02:21 - Networking That Changes Lives
    • 00:05:34 - Mastermind Event Game-Changers
    • 00:07:22 - Unleashing AI Power in Marketing
    • 00:11:58 - Sleep Hacks for Success
    • 00:17:20 - Why Masterminds Are Essential
    • 00:25:50 - The Thin Line Between Charisma and Narcissism
    • 00:30:38 - Standing Up for What Matters
    • 00:31:05 - Jason Fladlin’s Selling Secrets
    • 00:33:50 - The Surprising Power of Long-Form Content
    • 00:36:53 - The Book Writing Advantage
    • 00:41:24 - Master Podcasting & Listener Engagement
    • 00:50:10 - SEO Jacking & Celebrity Leverage
    • 00:54:31 - Engaging Your Community Like Never Before

    LINKS AND RESOURCES:


    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

    25 October 2024, 12:00 pm
  • 1 hour 26 seconds
    The 2-Step Google Strategy to Blow Up Your Service or Lead Gen Business!

    Ralph Burns and chief strategist John Moran from Tier 11 break down a detailed case study focused on optimizing a Google ad campaign for a service-based client. They discuss the challenges of scaling in competitive markets using a two-step strategy combining TCPA and MaxClicks campaigns. John talks about how they achieved a 140% revenue increase while reducing ad spend by 27%, providing insights into managing media efficiency and gaining early wins. It's a deep dive into the mechanics of ad optimization, with key takeaways for marketers looking to fine-tune their strategies.

    Chapters

    • 00:00:00 – Kickoff: Diving Into Q4 Strategies and Case Studies
    • 00:05:00 – Unveiling the Dual Prong Strategy
    • 00:10:00 – Breaking Down the Campaign Setup
    • 00:15:00 – MaxClicks Delivers Early Wins
    • 00:20:00 – TCPA vs. MaxClicks: A Winning Combo
    • 00:25:00 – Targeting the Right Audience with Smart Bidding
    • 00:30:00 – Knowing Your Client’s Business: A Key to Success
    • 00:35:00 – Reviewing State-by-State Ad Performance
    • 00:40:00 – Scaling Smartly Through Seasonal Shifts
    • 00:45:00 – Leveraging Audience Data for Better Ads
    • 00:50:00 – Looking Ahead: Next Steps for Campaign Growth

    LINKS AND RESOURCES:


    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

    22 October 2024, 12:00 pm
  • 51 minutes 2 seconds
    [‘Case’ Case Study] How Tier 11 Grew this eComm Brand 40% in 6 Months

    Ralph and Lauren dig into a case study that showcases how data-driven decisions can bring major growth. They walk through a real-world example of how focusing on creative strategies and identifying key target audiences led to a 40% year-over-year increase in sales. Ralph and Lauren talk about the power of analyzing both demographic data and customer acquisition costs, making a strong case for why businesses need to focus on simplicity and precision in their marketing. Curious about how to double down on what works and cut out what doesn’t? Tune in to find out.

    Chapters

    • 00:00:00 - Kicking off with Ralph and Lauren from Two Different Countries
    • 00:00:20 - Contrasting Climates: Sweating in Mexico, Freezing in Canada
    • 00:01:34 - Discovering Montreal: Gardens, Olympic Stadiums, and Poutine
    • 00:04:01 - Time for the Big Reveal: Case Study of the Day
    • 00:05:32 - Why Creative is Your Secret Weapon in Marketing
    • 00:08:53 - The Sales Slump: Identifying the Problem
    • 00:16:09 - A Simple Fix with Big Results: Solving the Puzzle
    • 00:17:08 - Data to the Rescue: Leveraging Insights for Growth
    • 00:20:46 - Getting Creative with Your Audience Targeting
    • 00:22:16 - Speaking Your Audience's Language: The Real Game Changer
    • 00:22:34 - Turning Around Declining Sales: Real Results, Real Growth
    • 00:23:14 - New Customers, New Profits: The Key Metrics That Matter
    • 00:25:05 - Creative Strategies That Move the Needle
    • 00:27:32 - Benchmarking Success: How Data Drives Smart Decisions
    • 00:37:28 - Fine-Tuning Your Creative for Maximum Impact
    • 00:45:21 - Case Study Wins and What’s Next for Growth
    • 00:46:51 - Wrapping Up: Final Thoughts and Takeaways

    LINKS AND RESOURCES:


    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

    18 October 2024, 12:00 pm
  • 1 hour 32 seconds
    Declassified: Secret Meta Ad Creative Strategies Revealed!

    Ralph Burns and John Moran are joined by Lauren Schwartz, of The Loft 325, to talk about the significant role that creative strategy plays in digital marketing, particularly when paired with effective media buying. They discuss the importance of merging creative elements with data-driven traffic strategies, focusing on how user-generated content (UGC) performs compared to more product-focused ads. They explore a specific case study involving pet wellness ads, analyzing why certain ads—especially those featuring relatable images of pets—outperform others despite having less apparent polish. The trio also goes into the collaborative relationship between creative teams and media buyers, pointing out how understanding both sides can lead to more successful campaigns. Through real-time examples, Ralph, John, and Lauren provide insights on how creative and media buying can work together for better ad performance, and tease future iterations and tests that could further improve results. 

    Chapters

    • 00:00:00 - Kicking off Perpetual Traffic (Livestream!)
    • 00:02:15 - Meet Lauren Schwartz: A Key Player in Creative Strategy
    • 00:02:55 - Why Your Media Buying Needs Creative to Succeed
    • 00:05:42 - Unveiling the Magic: Breaking Down a Winning Campaign
    • 00:08:18 - Creative Breakdown: What Drives Performance?
    • 00:11:54 - Tapping into Emotional Power: Ads That Connect
    • 00:16:22 - Emotional Triggers in Pet Ads: Why UGC Outperforms Traditional Creative
    • 00:21:42 - How Collaboration Sparks Better Creative Strategies
    • 00:26:35 - Real-Time Example: Improving Creative Strategies with Live Adjustments
    • 00:30:02 - The Importance of Iterating and Troubleshooting Campaigns
    • 00:33:49 - Engagement Metrics: Understanding Your Audience’s Reactions
    • 00:35:08 - Deep Dive: Metrics That Reveal Ad Success
    • 00:37:33 - Case Study: Using Ad Cloning to Maximize Performance
    • 00:39:43 - Creating Synergy Between Traffic and Creative for Maximum Impact
    • 00:43:59 - Q&A Segment: Ad Strategies and Key Insights
    • 00:47:23 - Audience Questions: How to Maximize Ad Impact Across Platforms
    • 00:52:11 - Quick Tips for LinkedIn Advertising Success
    • 00:56:59 - Wrapping Up: Insights for Future Campaigns

    LINKS AND RESOURCE:


    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

    15 October 2024, 12:00 pm
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