Alessandro Bogliari, CEO and Co-Founder of The Influencer Marketing Factory, a global influencer marketing agency, talks with great guests about influencer marketing, social media, the creator economy, social commerce and much more.
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1 The Southwest’s Wildest Outdoor Art: From Lightning Fields to Sun Tunnels 30:55
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LikedA secret field that summons lightning. A massive spiral that disappears into a salt lake. A celestial observatory carved into a volcano. Meet the wild—and sometimes explosive—world of land art, where artists craft masterpieces with dynamite and bulldozers. In our Season 2 premiere, guest Dylan Thuras, cofounder of Atlas Obscura, takes us off road and into the minds of the artists who literally reshaped parts of the Southwest. These works aren’t meant to be easy to reach—or to explain—but they just might change how you see the world. Land art you’ll visit in this episode: - Double Negative and City by Michael Heizer (Garden Valley, Nevada) - Spiral Jetty by Robert Smithson (Great Salt Lake, Utah) - Sun Tunnels by Nancy Holt (Great Basin Desert, Utah) - Lightning Field by Walter De Maria (Catron County, New Mexico) - Roden Crater by James Turrell (Painted Desert, Arizona) Via Podcast is a production of AAA Mountain West Group.…
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Ralph Burns shares a special guest appearance he made on the Affiliated Podcast with hosts Tom and Kyle. While Lauren was away traveling, Ralph dove into his personal journey from affiliate marketer to agency owner, offering valuable insights on scaling a business through strategic delegation. He breaks down how to stop doing everything yourself and instead focus on what you do best—echoing themes from “Who Not How” and “10x Is Easier Than 2x.” Whether you're a media buyer, business owner, or marketing exec, Ralph’s lessons on outsourcing, managing, and growing a digital business are must-hear takeaways from this cross-platform episode.
Chapters:
- 00:00:00 – Kicking Things Off: Ralph’s Quick Update on the PT Universe
- 00:01:04 – Surprise Drop: Ralph Guests on a Must-Hear Interview
- 00:04:23 – Meet the Hosts: Welcome to the Affiliated Podcast
- 00:07:35 – Ralph’s Origin Story: From Affiliate Hustler to Ad Empire Builder
- 00:14:43 – Media Buying Chaos: Real-World Struggles & Smart Fixes
- 00:17:42 – Don’t Do It All: The Power of Delegation & Team Growth
- 00:22:22 – Crushing Doubt: Mindset Shifts That Change the Game
- 00:31:18 – Efficiency Mode: Unlocking the CEO Mindset
- 00:32:38 – Hire Smarter: Ralph’s Battle-Tested Hiring Framework
- 00:34:48 – SOPs or Bust: Why Systems Matter More Than Talent
- 00:40:39 – The Leap: How Ralph Evolved from Affiliate to Agency Leader
- 00:47:05 – Growth Mode: Building a Scalable, Sellable Business
- 00:51:18 – Ad Trends 2025: What’s Working Now in Paid Traffic
- 01:01:35 – Wrap-Up: Final Gold Nuggets + Where to Listen Next
LINKS AND RESOURCES:
- ClickBank
- Episode 678: The 100% Foolproof Framework to NEVER Make a Bad Hire Ever Again! (Part 2)
- Episode 664: Avoid This 1 Common Hiring Mistake at Your Own Peril
- Episode 670: How “The 4 C’s” Will Catapult You to Your 10X Goal in 2025
- Tier 11 on YouTube
- Get Your Marketing Performance Indicators™ Checklist Now!
- Tier 11 Jobs
- Perpetual Traffic on YouTube
- Tiereleven.com
- Mongoose Media
- Perpetual Traffic Survey
- Perpetual Traffic Website
- Follow Perpetual Traffic on Twitter
- Connect with Lauren on Instagram and Connect with Ralph on LinkedIn
Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!
500 episodes
ShareManage episode 474565284 series 2800651
Content provided by Tier 11. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Tier 11 or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ppacc.player.fm/legal.
Ralph Burns shares a special guest appearance he made on the Affiliated Podcast with hosts Tom and Kyle. While Lauren was away traveling, Ralph dove into his personal journey from affiliate marketer to agency owner, offering valuable insights on scaling a business through strategic delegation. He breaks down how to stop doing everything yourself and instead focus on what you do best—echoing themes from “Who Not How” and “10x Is Easier Than 2x.” Whether you're a media buyer, business owner, or marketing exec, Ralph’s lessons on outsourcing, managing, and growing a digital business are must-hear takeaways from this cross-platform episode.
Chapters:
- 00:00:00 – Kicking Things Off: Ralph’s Quick Update on the PT Universe
- 00:01:04 – Surprise Drop: Ralph Guests on a Must-Hear Interview
- 00:04:23 – Meet the Hosts: Welcome to the Affiliated Podcast
- 00:07:35 – Ralph’s Origin Story: From Affiliate Hustler to Ad Empire Builder
- 00:14:43 – Media Buying Chaos: Real-World Struggles & Smart Fixes
- 00:17:42 – Don’t Do It All: The Power of Delegation & Team Growth
- 00:22:22 – Crushing Doubt: Mindset Shifts That Change the Game
- 00:31:18 – Efficiency Mode: Unlocking the CEO Mindset
- 00:32:38 – Hire Smarter: Ralph’s Battle-Tested Hiring Framework
- 00:34:48 – SOPs or Bust: Why Systems Matter More Than Talent
- 00:40:39 – The Leap: How Ralph Evolved from Affiliate to Agency Leader
- 00:47:05 – Growth Mode: Building a Scalable, Sellable Business
- 00:51:18 – Ad Trends 2025: What’s Working Now in Paid Traffic
- 01:01:35 – Wrap-Up: Final Gold Nuggets + Where to Listen Next
LINKS AND RESOURCES:
- ClickBank
- Episode 678: The 100% Foolproof Framework to NEVER Make a Bad Hire Ever Again! (Part 2)
- Episode 664: Avoid This 1 Common Hiring Mistake at Your Own Peril
- Episode 670: How “The 4 C’s” Will Catapult You to Your 10X Goal in 2025
- Tier 11 on YouTube
- Get Your Marketing Performance Indicators™ Checklist Now!
- Tier 11 Jobs
- Perpetual Traffic on YouTube
- Tiereleven.com
- Mongoose Media
- Perpetual Traffic Survey
- Perpetual Traffic Website
- Follow Perpetual Traffic on Twitter
- Connect with Lauren on Instagram and Connect with Ralph on LinkedIn
Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!
500 episodes
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1 How To Tariff-Proof Your Beauty & Wellness Brand with Lauren Schwartz 24:50
24:50 Play Later Play Later Lists Like Liked24:50
Play Later Play Later Lists Like LikedRalph is joined by Lauren Schwartz, Head of Creative Strategy at Tier 11 and founder of The Loft 325, to dissect the pressing challenges facing beauty and wellness brands in 2025. From skyrocketing tariffs (up to 145%) to ever-tightening Meta ad restrictions, Lauren shares how smart brands are adapting—using compliant creative strategies that still drive conversions. You’ll hear how to future-proof your product messaging, the hidden costs every marketer should be aware of, and the exact tactics that Tier 11 uses to scale through chaos. Whether you’re running a 7-figure wellness brand or looking to enter the space, this episode delivers punchy, practical advice to keep your pipeline flowing despite the hurdles. Chapters: 00:00:00 - Ralph Kicks Things Off: Welcome to the Wild World of Marketing 00:00:24 - What’s Hot Right Now: Why This Series Matters More Than Ever 00:01:26 - Tariff Shockwaves: How 145% Price Hikes Are Reshaping the Industry 00:05:22 - Turning Pain into Profit: Creative That Wins in a Crisis 00:08:57 - Founder-Led Content: Raw, Real, and Ridiculously Effective 00:19:05 - The Art of the Hold: Smart Retention Tactics That Actually Work 00:23:31 - Wrap-Up: Big Takeaways and Why This Matters to Your Bottom Line LINKS AND RESOURCES: Scale Your Beauty Brand Without Wasted Spend ACTUAL Data Driven Creative Get Your nCAC Calculator Now! US-China Trade War Tariffs: An Up-to-Date Chart How US tariffs would hit beauty Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
1 How Meta Ads Are Changing Forever: Advantage+ & cAPI Subterfuge REVEALED! 57:33
57:33 Play Later Play Later Lists Like Liked57:33
Play Later Play Later Lists Like LikedRalph Burns and John Moran, the Perpetual Traffic team unpacks the massive Meta ad platform changes now affecting marketers globally. As Advantage+ campaigns edge out manual controls, Ralph and John expose what’s really going on under the hood—and what advertisers must do to adapt. With over $1 million in ad spend analyzed from their proprietary “lab,” you’ll get front-row insight into how Tier 11 is pivoting for better ROI using an unnamed—but highly effective—CAPI-based custom event system. If you’re a business owner, CMO, or media buyer navigating Meta’s new limitations, this episode is your tactical guide to staying ahead of the curve in 2025. Chapters: 00:00:00 – Why This Meta Update Will Change Everything You Thought You Knew 00:00:58 – The Announcement That Shook Ad Agencies Worldwide 00:03:08 – John Moran’s Million-Dollar Test Lab Drops Game-Changing Intel 00:04:29 – The Secret Sauce: Merging Advantage+ with CAPI Like a Pro 00:05:28 – Meta Just Moved the Goalposts — Here’s What That Means for Your Sales 00:08:21 – If You're Still Running Ads the Old Way... You’re Already Losing 00:09:03 – What 7-Figure Testing Reveals About Meta’s Algorithmic Shift 00:11:05 – How AI + First-Party Data Are Quietly Rewriting the Rules of ROAS 00:15:57 – This CAPI Tactic Could Be the Attribution Fix You’ve Been Begging For 00:32:52 – Why Linear Data Flow Is Now the Backbone of Profitable Campaigns 00:33:11 – Miss This Tracking Detail? Say Goodbye to Scaling Cleanly 00:33:38 – The Disappearing Manual Button: What Meta Isn’t Telling You 00:34:34 – The New Blueprint for Building Future-Proof Campaigns 00:36:14 – Budget Allocation Tactics That Survive Meta’s Latest Chaos 00:37:02 – Audience Strategy 3.0: Custom Signals That Cut Through the Noise 00:51:07 – What Real Creative Testing Looks Like (Hint: It’s Not What You Think) 00:53:35 – Final Fire: Live Q&A, Rapid Tactics, and Ralph’s No-BS Advice LINKS AND RESOURCES: Episode 691: The MAJOR Meta Advantage+ Changes You Must Know Meta Advantage + Breaking News! | Tier 11 Live! - EP037 Get Your nCAC Calculator Now! Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
1 How to Acquire New Customers Profitably Using The nCAC Calculator 53:19
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Play Later Play Later Lists Like LikedRalph Burns welcomes Nick Miller, the Head of Traffic at Tier 11, to unpack the most important metric you’re probably not tracking—nCAC (New Cost to Acquire a Customer). A former professional musician turned media buying maestro, Nick walks us through the evolution of the nCAC calculator , the metric’s massive impact on client results, and why ROAS is no longer king. You’ll hear the behind-the-scenes of how Tier 11’s top media buyers use this tool to optimize spend, scale smarter, and avoid misleading metrics. If you want a better way to judge your ad performance—and a free tool to do it—this is the episode for you. Chapters: 00:00:00 - Kicking Off Another High-Impact Episode of Perpetual Traffic 00:01:10 - Meet Nick Miller: From Shredding Guitars to Scaling Brands 00:02:09 - Why the nCAC Calculator Will Transform Your Growth Strategy 00:03:48 - Breaking Free from ROAS: The Rise of Smarter Metrics 00:06:01 - Inside the nCAC Calculator: Your New Secret Weapon 00:11:41 - How to Actually Use the nCAC Calculator (Without Guesswork) 00:26:00 - Media Efficiency Ratio: The Overlooked Key to Profitability 00:26:57 - Crunching the Numbers: Step-by-Step nCAC Calculation 00:27:19 - How Paid Media Spend Impacts Your Bottom Line 00:29:57 - Unlocking Growth Through Lifetime Contribution Margin 00:30:54 - Why You Can’t Trust Ad Platforms at Face Value 00:32:02 - Building a Retention Strategy That Fuels Lifetime Value 00:32:51 - Scaling Smart: Where Profitability Meets Performance 00:41:08 - Crafting the Perfect Traffic Mix and Targeting Your nCAC 00:49:30 - Measuring Effective Cost Per New Visit (And Why It Matters) 00:50:54 - Wrapping Up: Your Action Plan to Acquire Customers Profitably LINKS AND RESOURCES: Get Your nCAC Calculator Now! Past Episodes of Perpetual Traffic Featuring Nick Miller Nick Miller on LinkedIn Episode 687: [Premium Beauty & Wellness Case Study] How We Increased New Customers 73% & Sales 57% in Q1 2025! Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
1 The MAJOR Meta Advantage+ Changes You Must Know 20:39
20:39 Play Later Play Later Lists Like Liked20:39
Play Later Play Later Lists Like LikedMeta’s at it again—major changes are rolling out inside the ad platform, and if you're not adapting, you're already behind. In this fast-paced episode, Ralph Burns and Lauren Petrullo rip into the new developments around Advantage+ campaigns on Meta. No fluff, no filler—just hard-hitting insights on how the new algorithmic shift affects advertisers differently depending on their vertical, budget, and approach. The duo breaks down what’s really changing inside Meta, why this isn’t just another temporary tweak, and how to adapt before it’s too late. Whether you manage multimillion-dollar campaigns or are just looking to optimize your ad spend, this is a tactical must-listen. Expect conversation on creative fatigue, campaign segmentation, broad targeting, and what "control" in Meta advertising actually means now. Chapters: 00:00:00 – Kicking Things Off: What’s Really Happening Behind the Ads 00:00:49 – Meta Drops a Bombshell—Here’s What You Need to Know 00:02:18 – Is Advantage+ Your Friend or Foe? The Real Scoop Inside Ads Manager 00:05:17 – What These Changes Actually Mean for Your Ad Strategy 00:12:39 – Future-Proofing with Custom Conversions (Before It’s Too Late) 00:19:13 – Your Move: What Smart Advertisers Should Do Right Now LINKS AND RESOURCES: Get Your nCAC Calculator Now! Maximize your campaign performance with AI. About Advantage+ sales campaigns Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
1 Stop Burnout Now: 5 Simple Health Tips for Marketers 33:01
33:01 Play Later Play Later Lists Like Liked33:01
Play Later Play Later Lists Like LikedRalph and Lauren strip back the curtain on what it really takes to lead a high-growth business without losing your health in the process. From Ralph’s switch to veganism after two life-threatening heart events to Lauren’s obsession with Whoop and bio-tracking, they explore how personal wellness is the hidden lever behind sustainable business performance. You'll hear firsthand how metrics like HRV, sleep optimization, and even digital detoxes are giving these two agency founders a serious edge—and why ignoring your health could be your most expensive business mistake yet. If you're a data-driven leader ready to apply your marketing brain to your body, this episode is for you. Chapters: 00:00:00 - Kicking Things Off: The Unfiltered Founder Energy 00:01:11 - What’s Bugging Us (And Why You Might Relate) 00:02:17 - Strapped In with Whoop: First Reactions from the Trenches 00:04:14 - Data Dumped: When Too Much Insight Gets Overwhelming 00:04:48 - From Wearable to Weapon: Turning Whoop into a Daily Edge 00:06:12 - Real Talk: Sleep Habits, Fire Alarms, and Founder Fatigue 00:09:12 - Let AI Run Your Health Like You Run Your Ads 00:15:34 - Would We Still Recommend Whoop? The Verdict 00:16:23 - Founder Fitness Tech: What’s Working and What’s Not 00:17:28 - Why Ralph Went Vegan: The Wake-Up Call You Didn’t Expect 00:18:31 - Food vs. Medicine: The Real ROI of Diet Change 00:19:32 - Life After Cheese: Shocking Wins from a Vegan Shift 00:21:49 - Health vs. Hustle: The New Balancing Act for Leaders 00:24:55 - Ice Baths, Improv & Identity: Experiments in Optimization 00:26:37 - Wrapping It Up: What’s Next and What’s Coming LINKS AND RESOURCES: Everything You Need to Know About Heart Rate Variability (HRV) How Not to Die: Discover the Foods Scientifically Proven to Prevent and Reverse Disease The Game Changers Mealime What The Health Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
1 How The Top Beauty Brands Turn Online Trends into Advertising Performance 30:12
30:12 Play Later Play Later Lists Like Liked30:12
Play Later Play Later Lists Like LikedRalph reunites with paid media creative expert Lauren Schwartz for Part 2 of their deep dive into what makes beauty brand creatives truly perform. Lauren, founder of The Loft 325, unpacks how her team leverages emerging trends—like food-inspired visuals and creator authenticity—to build content that doesn’t just look pretty, but sells. From Hailey Bieber’s strawberry face trend to Halloween-ready lash looks and Cinnamon Toast Crunch-inspired lip gloss campaigns, Lauren shares real-world strategies and creative psychology that drive ROI. If you're a growth-minded entrepreneur craving tangible takeaways on trend-driven, authentic marketing that doesn’t feel like an ad, this episode is your masterclass. Chapters: 00:00:00 – Kicking Off with Ralph & Lauren: The Creative Duo Returns 00:00:29 – Why Beauty Brands Are Breaking the Mold 00:02:20 – Trends That Sell: What’s Hot (and Actually Works) 00:05:25 – The Secret Sauce: Marrying Trends with Conversion-Driven Creative 00:09:01 – Real Results: How Lily Lashes Nailed Halloween with Simplicity 00:11:26 – Influencers or Actors? The Truth About Authentic Ads 00:13:50 – Behind the Scenes: How Content Creators Are Chosen and Coached 00:18:59 – Why Food, Feelings & Lip Gloss Make the Perfect Ad 00:27:13 – What’s Next: More Beauty, More Strategy, More Real Talk LINKS AND RESOURCES: Scale Your Beauty Brand Without Wasted Spend Episode 688: Beauty & Wellness Brands: How to Crush Your Creative with Lauren Schwartz ACTUAL Data Driven Creative Scale Your Beauty Brand Without Wasted Spend Tier 11 on YouTube Lauren on LinkedIn Get Your nCAC Calculator Now! Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
1 Beauty & Wellness Brands: How to Crush Your Creative with Lauren Schwartz 47:45
47:45 Play Later Play Later Lists Like Liked47:45
Play Later Play Later Lists Like LikedRalph and Lauren P. sit down with Tier 11’s Creative Director, Lauren Schwartz—formerly of The Loft 325—to unpack what truly drives high-performing ad creative in the premium beauty and wellness space. Drawing from years of experience and countless tests across major ad platforms, Lauren reveals why most brands are getting creative wrong and how to shift from “pretty” to “profitable.” From bridging the communication gap with design teams to using data to override subjective bias, this episode delivers actionable strategies to help CMOs, creative directors, and brand owners finally align aesthetics with ROI. If you’re ready to stop wasting ad spend and start scaling smart, this episode is your new playbook. Chapters: 00:00:00 - Kicking Things Off: Welcome to Perpetual Traffic 00:00:43 - Why Creative Is the Secret Weapon in Modern Marketing 00:02:21 - Meet Lauren Schwartz: The Creative Brain Behind the Conversions 00:04:42 - Cracking the Code on Creative Teams (Without Losing Your Mind) 00:08:26 - “I Just Don’t Like It”: Turning Vague Feedback into Winning Ads 00:20:22 - Brand vs. Performance: Who Wins and Why It Matters 00:24:22 - The Lip Gloss That Crushed It: How Raw Content Drives Real Sales 00:29:19 - Luxe Meets Lo-Fi: Finding the Sweet Spot for Scalable Ads 00:32:06 - How to Sell a Look (and Skyrocket Your AOV) 00:35:35 - Smart Creative for Beauty Brands That Actually Moves Product 00:38:04 - Stop Selling Products—Start Telling Stories That Convert 00:45:30 - Wrapping Up: What’s Next in the Creative Series LINKS AND RESOURCES: ACTUAL Data Driven Creative Scale Your Beauty Brand Without Wasted Spend Tier 11 on YouTube Lauren Schwartz on LinkedIn Get Your nCAC Calculator Now! Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
1 [Premium Beauty & Wellness Case Study] How We Increased New Customers 73% & Sales 57% in Q1 2025! 44:02
44:02 Play Later Play Later Lists Like Liked44:02
Play Later Play Later Lists Like LikedRalph Burns unpacks a powerful case study from Tier 11’s vault that showcases how one beauty and wellness brand increased revenue by 57% and new customer acquisition by 73%—all without relying on TikTok or short-form content. Ralph dives into the exact creative strategies, ad structures, and conversion-optimized landing pages that drove the results, with an emphasis on the underutilized power of long-form video, Meta Ads, and segmentation by NAC and NAOV. If you're a DTC brand looking to scale profitably—especially in the beauty space—this episode is your blueprint. Chapters: 00:00:00 - Ralph Kicks It Off: A Solo Session Worth Tuning Into 00:00:37 - Inside the Case Study: Beauty Brand Transformation Begins 00:01:06 - Numbers That Matter: 57% Sales Growth, 73% New Customers 00:01:59 - Unlocking the Three Core Levers of Business Growth 00:02:41 - New Customer Acquisition: Cracking the Code 00:03:27 - Increasing Average Order Value (NAOV) with Smart Offers 00:04:20 - Meet the Beauty Brand That’s Breaking the Mold 00:05:03 - Why Data Visibility Changes Everything (NAC & NAOV Explained) 00:06:19 - Real Shopify Results: 73% More New Customers 00:07:12 - Understanding MER vs. NMER (And Why They Matter) 00:08:05 - Why ROAS Isn’t the Whole Story Anymore 00:09:00 - The 22% NAOV Boost—And How It Happened 00:10:08 - What's Driving the AOV Increase? Spoiler: It's Not Luck 00:11:26 - Meet the Machine: How the Conversion Engine Powers Profit 00:13:27 - Creative That Converts: The Secret Sauce Behind the Ads 00:17:50 - Paid Traffic Tactics That Actually Work 00:18:47 - Retarget Like a Pro: Smarter Custom Audiences 00:20:21 - Level Up Your Audience Strategy (No Gimmicks Needed) 00:20:48 - Why We Shut Off Meta's Auto-Tweaks (And You Should Too) 00:22:03 - Turning Organic Wins Into Paid Performance 00:24:19 - YouTube on Deck: Multi-Platform Growth Moves 00:27:08 - Lead Gen Isn’t Just for SaaS: Ecom Tactics You’re Missing 00:28:21 - Landing Pages Built to Sell (and Upsell) 00:35:38 - Don’t Just Sell—Engage with Transitional CTAs 00:40:24 - Wrapping It Up: What’s Next for This Scalable Strategy LINKS AND RESOURCES: The ONLY 3 Ways to Grow Your Business (Most Get This Wrong) 5 Ways To Find Your nCAC: Part 1 5 Ways To Find Your NCAC - Part 2 What To Know About MER (Media Efficiency Ratio) NCAC Explained: The Key Metric for Scaling Your Business Get Your nCAC Calculator Now! How We Track Every Click (Without Losing Data to iOS & Ad Blockers!) How to Craft the Perfect Transitional Call to Action (Lead Magnet) Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
1 How CMOs & Marketers Can Profit From Trump’s Disastrous Tariffs 26:25
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Play Later Play Later Lists Like LikedRalph and Lauren break down the immediate and long-term implications of the recently imposed tariffs—and what savvy marketers and business owners must do right now to stay ahead. From navigating rising costs of goods to uncovering massive ad spend inefficiencies (including a shocking $1.2 million in wasted budget), they share cutting-edge tactics for scaling during economic disruption. You’ll hear real-world client insights, why now might be a golden moment for ad buying, and how to tap into the “Warren Buffet mindset” when everyone else is pulling back. This episode is your playbook for profitable marketing during uncertainty. Chapters: 00:00:00 - Kickoff: Inside the Minds Behind Perpetual Traffic 00:00:32 - Tariffs Are Here: What It Means for Your Business Today 00:03:16 - Winners and Losers: How Different Industries Are Getting Hit 00:04:13 - Adapting Fast: Smart Marketing Moves When the Rules Change 00:05:06 - Where Your Budget’s Bleeding—And How to Stop It 00:09:29 - Chaos = Opportunity: Why Now’s the Time to Be Bold 00:17:08 - Reinvent or Retreat: The Innovation Edge 00:20:14 - Closing Power Plays: What to Do Next Before the Market Shifts Again LINKS AND RESOURCES: China slaps a 34% tax on all US imports in retaliation for Trump’s tariffs A timeline of Trump’s tariff actions so far Warren Buffett Is Being Fearful While Others Are Greedy. Is It a Warning? How Trump’s latest tariffs could affect your wallet Acyn Episode 669: Trump’s Tariffs: The Marketing Opportunity & Impact Revealed Get Your nCAC Calculator Now! Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
1 3 Jaw-Dropping Takeaways from Shoptalk & SXSW 43:39
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Play Later Play Later Lists Like LikedRalph Burns and Lauren Petrullo reconnect to unpack Lauren’s whirlwind tour through three of the biggest marketing events of the year: ShopTalk, South by Southwest (SXSW), and Podcast Evolution. From radically inconsistent product launches to Gen Z’s zero loyalty game, Lauren brings raw, in-the-room insights that challenge conventional playbooks. Discover how $200K vendor booths, haunted childhood bedrooms, and an invite-only Google quantum AI session all tie back to the future of customer experience and brand building. Whether you're scaling eComm or rethinking your retention funnel, this episode is packed with unexpected lessons, real-world tactics, and a few wild stories you won’t forget. Chapters: 00:00:00 - Kicking Off Another Wild Ride on Perpetual Traffic 00:00:26 - Did the Hosts Break Up? Ralph Spills the Tea 00:01:16 - Lauren’s Back—with Ghosts, Nostalgia, and Chicago Vibes 00:03:50 - Ghosts, Toe-Breaking Drawers, and Voodoo Blessings 00:05:37 - The Conference Circuit Is No Joke (But It’s Hilarious) 00:06:54 - $200K Booths, Ugg Swag, and the Vegas Vendor Jungle 00:13:10 - Radical Inconsistency: The Strategy You Didn’t Know You Needed 00:21:21 - Forget Perfection—Launch Loud, Messy, and Real 00:21:39 - Loyalty Through Limited Drops and Cultural Flavor 00:22:44 - 11 Million Receipts a Day? Fetch is Playing 4D Loyalty Chess 00:24:59 - Your Real KPI? What Happens After the Purchase 00:29:23 - Beyond Facebook & Google: Hunting Down Fresh Ad Gold 00:31:32 - Two Conferences, One Mic Drop Recap 00:33:39 - AI Isn’t Just a Buzzword—It’s Changing Everything 00:41:24 - Catch Flights, Not Feelings: What’s Coming Up Next LINKS AND RESOURCES: ShopTalk SXSW Conference Evolutions by Podcast Movement Fetch Prosper Show Klaviyo Criteo Flamingo Estate Get Your nCAC Calculator Now! Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
1 Answered: How Can I Do What I Do Best & Outsource The Rest? 1:02:43
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Play Later Play Later Lists Like LikedRalph Burns shares a special guest appearance he made on the Affiliated Podcast with hosts Tom and Kyle. While Lauren was away traveling, Ralph dove into his personal journey from affiliate marketer to agency owner, offering valuable insights on scaling a business through strategic delegation. He breaks down how to stop doing everything yourself and instead focus on what you do best—echoing themes from “Who Not How” and “10x Is Easier Than 2x.” Whether you're a media buyer, business owner, or marketing exec, Ralph’s lessons on outsourcing, managing, and growing a digital business are must-hear takeaways from this cross-platform episode. Chapters: 00:00:00 – Kicking Things Off: Ralph’s Quick Update on the PT Universe 00:01:04 – Surprise Drop: Ralph Guests on a Must-Hear Interview 00:04:23 – Meet the Hosts: Welcome to the Affiliated Podcast 00:07:35 – Ralph’s Origin Story: From Affiliate Hustler to Ad Empire Builder 00:14:43 – Media Buying Chaos: Real-World Struggles & Smart Fixes 00:17:42 – Don’t Do It All: The Power of Delegation & Team Growth 00:22:22 – Crushing Doubt: Mindset Shifts That Change the Game 00:31:18 – Efficiency Mode: Unlocking the CEO Mindset 00:32:38 – Hire Smarter: Ralph’s Battle-Tested Hiring Framework 00:34:48 – SOPs or Bust: Why Systems Matter More Than Talent 00:40:39 – The Leap: How Ralph Evolved from Affiliate to Agency Leader 00:47:05 – Growth Mode: Building a Scalable, Sellable Business 00:51:18 – Ad Trends 2025: What’s Working Now in Paid Traffic 01:01:35 – Wrap-Up: Final Gold Nuggets + Where to Listen Next LINKS AND RESOURCES: ClickBank Episode 678: The 100% Foolproof Framework to NEVER Make a Bad Hire Ever Again! (Part 2) Episode 664: Avoid This 1 Common Hiring Mistake at Your Own Peril Episode 670: How “The 4 C’s” Will Catapult You to Your 10X Goal in 2025 Tier 11 on YouTube Get Your Marketing Performance Indicators™ Checklist Now! Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
1 [Live Demo] How to Determine an Membership/eComm Biz’s nCAC 36:26
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Play Later Play Later Lists Like LikedIn this special live workshop edition of the podcast, the team at Tier 11 dives into a behind-the-scenes strategy session with a real brand, tackling the financial backbone of scalable growth. From calculating Net Allowable CAC (NAC) to mapping out customer LTV and building membership-first funnels, this episode is packed with actionable insights. Discover how to avoid costly scaling mistakes, implement profit-first media strategies, and make smarter decisions with the right data. Whether you're driving eCommerce, subscriptions, or both, this is a raw, real-time breakdown of what it actually takes to grow profitably at scale. Chapters: 00:00:00 – Welcome to Perpetual Traffic: Let’s Get Into It 00:00:17 – Business Models, Boundaries & What We’re Not Sharing 00:02:40 – NAC Unpacked: The Metric That Changes Everything 00:05:08 – Meet the Team Behind the Strategy (and the Brand in Focus) 00:06:12 – Dollars in, Dollars Out: The Ad Spend That Drives Growth 00:08:44 – LTV vs CAC: The Truth Behind Customer Profitability 00:11:23 – Drawing the Line: Setting Smart, Scalable NAC Targets 00:14:49 – What It Really Takes to Scale Without Burning Cash 00:18:53 – Membership vs E-comm: Mapping the Buyer Journey 00:19:23 – Ads That Stick: How to Push LTV Higher From Day One 00:21:06 – Target Smarter: Tools That Take the Guesswork Out 00:22:48 – Why Subscribers Are the Real Growth Engine 00:23:40 – Power Moves: CAPI & Data Suite in the Acquisition Stack 00:26:07 – Looking Back to Move Forward: What the Data Tells Us 00:30:51 – Hit the Number, Kill the Churn: The NAC Target Playbook 00:35:01 – Wrapping It Up: Takeaways, Clarity, and What’s Next LINKS AND RESOURCES: Episode 668: Part 2 – The 5 Step Formula to Determine Your nCAC Episode 581: Why nCAC Is ‘The New ROAS’ in Digital Marketing With Scott Desgrosseilliers Episode 616: nCAC, nMER & nAOV: What Are They & Why Are They So Important in Your Marketing Get Your nCAC Calculator Now! Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
1 5 AI video tools you can’t live without with Ian Garlic 27:48
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Play Later Play Later Lists Like LikedRalph Burns and Lauren Petrullo sit down with online video storytelling expert Ian Garlic to unpack the collision of artificial intelligence and video marketing. Broadcasting from the legendary Casa de Garlic, they dive into how AI is reshaping content creation—and the critical difference between smart augmentation and soulless automation. Ian shares insider tools, real-world use cases (including a wild Florida Bar AI debacle), and a framework for scaling video that connects, converts, and ranks. From Descript to Airtable to human intuition, this episode is a must-listen for marketers navigating the noisy world of AI-generated everything. Chapters: 00:00:00 - Welcome to the Perpetual Traffic Podcast 00:00:35 - The Wild Rise of AI in Video Content 00:02:04 - Is Human Video Dead? The Future of AI Creation 00:03:11 - When AI Hallucinates: Risks, Ethics, and Epic Fails 00:05:31 - SEO Flashbacks and What AI is About to Break 00:11:30 - Behind the Curtain: AI Tools That Actually Work 00:12:33 - Turning Prompts Into Profit: Smarter Content With AI 00:14:28 - Airtable Hacks That Supercharge Your Workflow 00:16:42 - Why AI Alone Will Tank Your Audience Targeting 00:17:20 - Human Touch vs. AI Logic: Striking the Right Balance 00:18:17 - CMOs, Here’s Where AI in Marketing is Headed Next 00:19:59 - How Pro Editors Use AI Without Losing the Plot 00:22:08 - Um, Wait—Do Imperfections Build Trust? 00:24:15 - Jungle Stories, Tall Hair, and Total Authenticity 00:26:30 - Final Takeaways, Laughs, and Where to Find Ian LINKS AND RESOURCES: Video Case Story Connect with Ian on LinkedIn YouTube: Video Case Story Tier 11 on YouTube Get Your Marketing Performance Indicators™ Checklist Now! Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
1 (Part 2) Why ROAS Sucks: The New Marketing Metric Everyone Should Use…But Aren’t 34:20
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Play Later Play Later Lists Like LikedIn Part 2 Ralph Burns and John Moran continue their breakdown of why ROAS (Return on Ad Spend) is an outdated and misleading metric for scaling businesses. They introduce a better, more reliable metric that high-growth brands use to measure success—one that actually aligns with business revenue and profit, rather than vanity numbers. Expect insights on how to use Meta for prospecting and Google for conversions, why multi-channel attribution is essential in today’s digital landscape, and how top media buyers are shifting away from ROAS in favor of more effective tracking strategies. If you’re still optimizing for ROAS, you’re probably leaving money on the table. This episode reveals the key changes you need to make right now to maximize your ad performance. Chapters: 00:00:00 - Welcome Back: Why ROAS is Failing You 00:00:07 - The Hidden Flaws of ROAS (And What to Use Instead) 00:00:23 - The Metrics That Actually Drive Business Growth 00:01:20 - Meta + Google: The Ultimate Ad Strategy 00:02:39 - Real-World Case Study: How This Brand Crushed It 00:04:13 - Stop Wasting Ad Spend: Smarter Budgeting Tactics 00:05:22 - Profit-First Marketing: Why Product Focus Matters 00:11:52 - Behind the Scenes: Live Campaign Breakdowns 00:18:30 - LTV & CAC: The Secret to Scaling Profitably 00:19:04 - Decoding Campaign Metrics for Maximum ROI 00:19:33 - The Overlooked Link Between Profit & Retention 00:21:16 - Treating Marketing as an Investment, Not an Expense 00:22:59 - How to Measure Business Health Beyond ROAS 00:23:24 - Bully Stick Central: A Scaling Success Story 00:24:25 - How Northbeam Helps Brands Scale Faster 00:28:11 - Final Takeaways & What’s Next for Smart Advertisers LINKS AND RESOURCES: Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
1 (Part 1) Why ROAS Sucks: The New Marketing Metric Everyone Should Use…But Aren’t 44:53
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Play Later Play Later Lists Like LikedReturn on Ad Spend (ROAS) has been the go-to metric for measuring success in digital advertising, but is it actually holding your business back? In this episode, we break down why traditional ROAS is misleading, how agencies manipulate data to appear successful, and what you should be focusing on instead. John Moran joins the conversation to discuss the metrics that actually drive growth, including Media Efficiency Ratio (MER) and New Customer Acquisition Cost (NCAC). Learn how to shift your marketing strategy to prioritize long-term scalability and profitability, rather than short-term vanity metrics. Chapters: 00:00:00 - Welcome to Perpetual Traffic: Why This Episode is a Must-Listen 00:00:17 - The Episode That Changed How Marketers Measure Success 00:00:55 - The Truth About ROAS: Why It’s Holding Your Business Back 00:02:00 - John Moran Joins Tier 11: A Game-Changer for Performance Marketing 00:03:47 - From Google Ads Expert to Growth Strategist: John Moran’s Evolution 00:05:21 - The Fatal Flaw of Single-Channel Agencies 00:06:57 - Why a Client-Centric Approach Beats Platform Metrics Every Time 00:14:02 - How Marketing Measurement Has Been Broken for Years 00:16:54 - The New Marketing Strategy That Actually Scales Businesses 00:25:20 - The Secret to Aligning Teams for Maximum Growth 00:27:13 - Why Most Agencies Won’t Survive the Next Marketing Shift 00:28:02 - The Role Agencies Should Play in Growing Your Business 00:29:41 - The Future of Marketing Metrics: What You Need to Track Now 00:33:13 - Real-World Case Studies: How to Fix Your Marketing Measurement Today 00:43:45 - Final Takeaways and What’s Coming Next LINKS AND RESOURCES: Tier 11 on YouTube Get Your Marketing Performance Indicators™ Checklist Now! Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
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1 How to Use Video to Sell Stuff….The Right Way with Ian Garlic 41:40
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Play Later Play Later Lists Like LikedRalph and Lauren sit down with Ian Garlic , the founder of Video Case Story, to uncover the most effective ways to use video for sales. While most brands flood social media with endless content, Ian reveals why simply creating more video isn’t enough. Instead, he shares a strategic approach to video marketing—one that moves prospects seamlessly from awareness to purchase without relying on traditional ad clicks. Whether you’re struggling with attribution, unsure if your video efforts are paying off, or looking for a smarter way to use customer testimonials, this episode delivers the insights you need to turn video into your most powerful sales tool. Chapters: 00:00:00 - Kicking Off Perpetual Traffic: Why Video is the Future of Sales 00:00:39 - Meet Ian Garlic: The Mastermind Behind High-Converting Videos 00:01:10 - The Secret to Using Video to Drive More Sales 00:02:58 - Mapping Your Customer’s Journey for Maximum Conversions 00:03:28 - AI, Marketing, and Sales: The Game-Changing Connection 00:04:46 - The Truth About Creating Videos That Actually Work 00:07:10 - How to Use YouTube to Explode Your Business Growth 00:08:35 - Turning Your Sales Funnel into a Conversion Machine with Video 00:17:53 - Why Most Businesses Ignore Post-Purchase Engagement (And Why It’s a Huge Mistake) 00:22:28 - The Power of Fear in Marketing and How to Use It Ethically 00:23:16 - The Four Must-Have Videos Every Business Needs 00:23:58 - The Hidden Conversion Leaks Costing You Sales 00:24:05 - The Perpetual Traffic Formula for Video Success 00:24:14 - How to Craft Video Case Stories That Sell for You 00:25:05 - Where Video Fits Into Your Sales Funnel for Maximum Impact 00:27:00 - Why FAQs and Process Videos Are Secret Sales Weapons 00:35:40 - The Ugly Truth About Most Sales Funnels (And How to Fix Yours) 00:40:02 - Final Takeaways and Where to Learn More LINKS AND RESOURCES: Video Case Story Connect with Ian on LinkedIn YouTube: Video Case Story Tier 11 on YouTube Get Your Marketing Performance Indicators™ Checklist Now! Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
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1 The 100% Foolproof Framework to NEVER Make a Bad Hire Ever Again! (Part 2) 54:51
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Play Later Play Later Lists Like LikedHiring the right people is the single most impactful decision a business can make. In this episode, Ralph Burns and Josh Hill break down Tier 11’s time-tested hiring system, sharing how to attract, assess, and secure top talent—without wasting hours on the wrong candidates. From leveraging LinkedIn outreach to using automation tools like JazzHR, they reveal how to streamline the hiring process while keeping it personal. Learn why a sniper-like approach to recruiting outperforms traditional job boards, how to use knockout questions to filter applicants, and why discovery calls are essential in evaluating culture fit. Whether you’re hiring your first employee or scaling a global team, this episode will help you hire smarter, faster, and more effectively. Chapters: 00:00:00 - Kicking Off: Hiring Smarter, Not Harder 00:00:56 - Meet Josh Hill: The HR Sniper Behind Tier 11’s Hiring Strategy 00:02:45 - The Secret to Hiring Right: Why Core Values Matter More Than You Think 00:04:02 - Finding Rockstars: The LinkedIn Recruiting Playbook 00:06:33 - How to Craft Outreach Messages That Actually Get Responses 00:07:46 - The Discovery Call Hack: Filtering Candidates Without Wasting Time 00:16:21 - Automating Your Hiring Process: How JazzHR Saves Hours 00:26:49 - Stop Wasting Time: How to Eliminate Bias in Hiring 00:27:08 - The Must-Ask Questions That Reveal True Experience 00:28:20 - AI & Automation: The Hiring Game-Changer You Need 00:29:51 - AI vs. Human Judgment: The Future of Recruitment 00:30:43 - Why Discovery Calls Are the Make-or-Break Hiring Step 00:35:43 - Simulation Tasks: The Ultimate Test for Candidate Success 00:42:44 - The Hiring Cheat Code: Using Data to Make the Right Decision 00:50:31 - Onboarding Done Right: How to Keep A-Players Once You Find Them 00:52:04 - Wrapping Up: Next Steps to Transform Your Hiring Process LINKS AND RESOURCES: JazzHR Episode 674: Use This Foolproof Framework to NEVER Make a Bad Hire Ever Again! Episode 663: How to Make Your Present Better by Making Your Future Bigger Email Josh Tier 11 on YouTube Get Your Marketing Performance Indicators™ Checklist Now! Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
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1 (Replay) New Customer Acquisition: How Much Can You Afford to Pay? 31:56
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Play Later Play Later Lists Like LikedHow much can you really afford to pay for a new customer? The answer isn’t as simple as your Facebook ad spend. In this episode, Ralph Burns and Amanda Powell break down customer acquisition cost (CAC) and customer lifetime value (CLV) to uncover what businesses should actually be spending to scale profitably. They discuss how marketing costs go beyond ad spend, why your marketing team and operational expenses matter in CAC calculations, and how to use a 3:1 CLV-to-CAC ratio as a benchmark for growth. If you’re struggling with ad budgets, profitability, or scaling your business, this episode is a must-listen. Chapters: 00:00:00 - Welcome to the Episode: How Much Should You Pay for a Customer? 00:00:44 - Why Knowing Your Customer Acquisition Cost (CAC) is Crucial 00:06:20 - The Simple Formula for Calculating Customer Lifetime Value (CLV) 00:08:15 - How to Calculate CLV Using a Basic Formula 00:10:45 - Breaking Down CLV for Different Business Models 00:12:10 - How Long Does It Take to Earn Your CLV? 00:14:50 - Fast vs. Slow CLV Payback Periods & What They Mean 00:17:54 - Transition to Determining Customer Acquisition Cost (CAC) 00:26:40 - Finding the Right Balance Between CLV and CAC for Growth 00:29:52 - Key Takeaways: The 3:1 Rule for Scaling Profitably LINKS AND RESOURCES: Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
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1 [eComm Business Audit] How to “Fool” Amazon on Google & Grow Your Business to Make More Profit 34:49
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Play Later Play Later Lists Like LikedIn this episode of Perpetual Traffic, we take an unprecedented deep dive into a real business audit, revealing critical insights that could redefine your e-commerce strategy. From the importance of balancing new customer acquisition cost (NCAC) with lifetime value (LTV) to leveraging Amazon as a customer acquisition tool, this discussion uncovers how scaling a brand goes beyond just increasing ad spend. Discover why subscription models, churn rate analysis, pricing optimization, and a strategic Amazon approach are key to long-term profitability. Tune in for a tactical breakdown of how to identify and fix common pitfalls before turning on the paid traffic spigot. Chapters: 00:00:00 - Breaking Down a Real Business Audit 00:00:27 - Protecting Confidential Business Insights 00:01:07 - The Hidden Challenges of Scaling E-Commerce Brands 00:01:38 - The Crucial Metrics That Drive Profitability 00:04:05 - Subscription Models & Amazon Strategy: A Case Study 00:07:02 - Actionable Fixes to Increase Profitability 00:09:00 - Identifying Churn Patterns and Retention Challenges 00:10:45 - Analyzing Customer Behavior and Subscription Drop-Offs 00:12:30 - Strategies to Improve Subscription Retention 00:14:15 - Pricing Adjustments for Profitability 00:16:00 - The Role of Amazon in Customer Acquisition 00:18:20 - Balancing Direct Sales and Amazon Growth 00:20:05 - Leveraging Google-to-Amazon Ads for Increased Sales 00:22:30 - Optimizing Amazon Best Seller Rank for Visibility 00:25:00 - Implementing a Sustainable Paid Traffic Strategy 00:27:45 - Email and Organic Strategies to Boost LTV 00:30:10 - Preparing for Scaling Without Losing Profitability 00:32:22 - Final Takeaways: The Roadmap to Scaling Smart LINKS AND RESOURCES: Episode 666: The 5 Step Formula to Determine Your nCAC Episode 668: Part 2 – The 5 Step Formula to Determine Your nCAC Get Your Marketing Performance IndicatorsTM Checklist Now! Tier 11 on YouTube Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
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1 How Meta Ads Manager Is Lying to You & What You Can Do About It 54:08
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Play Later Play Later Lists Like LikedRalph and Lauren are getting into the nuances of Meta’s audience segmentation and why relying solely on in-app metrics could be costing you big. They break down how Meta categorizes audiences into "new," "engaged," and "existing" and why that distinction is crucial for optimizing ad spend. If you’ve ever wondered whether your ad dollars are actually bringing in new customers or just retargeting the same warmed-up leads, this is the episode for you. Plus, Lauren shares an eye-opening moment from a recent mastermind, telling us just how many high-revenue brands are still dropping the ball on AI-driven customer engagement. Get ready for some critical insights, a little beachside humor, and the one Meta Ads setting you must double-check today. Chapters: 00:00:00 - Enter the Perpetual Traffic Arena 00:01:58 - Digital Marketer & The Founder's Board Blueprint 00:05:24 - Masterminds: The Hidden Growth Accelerator 00:06:06 - AI’s Customer Service Takeover 00:15:27 - Data: The Make-or-Break Factor 00:18:02 - Meta’s Audience Segmentation Secrets 00:26:44 - The Ad Set Performance Lab 00:27:51 - Audience Segmentation vs. Attribution Windows 00:29:38 - Ads Manager: Audience Setup Masterclass 00:31:33 - Data Integrity & Attribution Warfare 00:36:50 - Meta’s Attribution Minefield 00:39:42 - Tier 11 Data Suite: Your Competitive Edge 00:49:53 - The Final Word: What’s Next? LINKS AND RESOURCES: Episode 362: META Solution Engineers Tell All: The REAL Truth Behind the iOS 14 Update Episode 363: How META and Facebook Plan to Solve the iOS Crisis: Part 2 with Sean Bedford and Ben Lampert from META Episode 673: Why Your Marketing Tracking Sucks (Even If You Think It Doesn’t) and How to Fix It Episode 666: The 5 Step Formula to Determine Your nCAC Episode 668: Part 2 – The 5 Step Formula to Determine Your nCAC Get Your Marketing Performance IndicatorsTM Checklist Now! Tier on YouTube Get Your Marketing Performance Indicators™ Checklist Now! Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
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1 Use This Foolproof Framework to NEVER Make a Bad Hire Ever Again! (Part 1) 45:10
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Play Later Play Later Lists Like LikedHiring is easy—said no smart business owner ever. In this episode of Perpetual Traffic, Ralph and Lauren sit down with Josh Hill, Tier 11’s VP of Employee Success (or whatever his title is this week), to break down the real way to find and keep A+ players. Forget the “gut feel” hiring disasters—you’ll get the step-by-step playbook for building a team that actually scales your business. Whether you're looking to offload the 80% that’s draining your soul or you just want to stop hiring people who “seemed great” but ended up ghosting you in three months, this episode is your new best friend. Oh, and there may or may not be some good-natured roasting of Josh’s Australian pronunciation of "HR." Chapters: 00:00:00 - Welcome to Perpetual Traffic 00:00:47 - Flashback Files: What You Missed 00:01:59 - Enter Josh Hill: The Hiring Architect 00:02:46 - Military Precision Meets HR Strategy 00:04:23 - Hiring Without Core Values? Good Luck 00:07:35 - The Blueprint for Hiring Excellence 00:12:19 - The Three Phases You Can’t Skip 00:16:12 - The Map That Prevents Hiring Chaos 00:18:35 - Emotion vs. Logic: The Ultimate Hiring Battle 00:21:14 - Employees as Subscribers, Not Just Hires 00:22:49 - The Clone Trap: Hiring Yourself Over & Over 00:25:33 - Gut Instincts vs. Process: The Hiring Gamble 00:28:17 - AI, Automation & The New Hiring Reality 00:29:48 - Hiring Regrets: Expensive, Inevitable, Avoidable 00:32:46 - Your Best Recruiters Are Already on Payroll 00:38:22 - The Job Board Mirage vs. The Headhunting Goldmine 00:40:02 - How to Win Over Passive Candidates 00:42:30 - Keep This Conversation Going LINKS AND RESOURCES: Email Josh Tier 11 on YouTube Get Your Marketing Performance Indicators™ Checklist Now! Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
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1 Why Your Marketing Tracking Sucks (Even If You Think It Doesn’t) and How to Fix It 1:00:22
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Play Later Play Later Lists Like LikedIn this episode of Perpetual Traffic, Ralph Burns sits down with Cameron Campbell, a top-tier media buyer at Tier 11, and possibly the only person who can outshine John Moran’s meta expertise—at least in the looks department. Cameron brings the heat, diving deep into why most brands are flying blind with their ad data, and what they should actually be tracking to scale profitably without burning cash. He breaks down the real numbers that matter, including NCAC (New Customer Acquisition Cost) and why relying on in-platform ROAS is basically trusting a magic 8-ball to run your business. Cameron also pulls back the curtain on Tier 11’s Data Suite vs. Meta’s Conversions API (CAPI), showing just how much revenue brands are leaving on the table when they don’t have full visibility into their customer journey. Plus, he shares his step-by-step approach to creative testing, scaling without panic, and avoiding the biggest mistakes eComm brands make. If you’re running paid media and want to know the difference between profitable scaling and expensive guessing, this is the episode for you. Grab your notepad—this one's packed. Chapters: 00:00:03 - Introduction to Perpetual Traffic Podcast 00:00:57 - Importance of Tier 11 Live Sessions 00:02:14 - Meet Cameron Campbell: Media Buying Expert 00:02:39 - Understanding Meta Ads and Data Strategies 00:05:23 - Technical Insights: CAPI vs. Data Suite 00:08:07 - Challenges in Data Accuracy and Optimization 00:24:49 - Tier 11 Data Suite: A Comprehensive Solution 00:32:19 - The Problem with ROAS 00:33:08 - Exploring Meta Ad Account Data 00:35:41 - The Importance of Accurate Data 00:37:12 - New Customer Acquisition Metrics 00:39:47 - Practical Application and Case Study 00:45:58 - Q&A Session 00:59:22 - Concluding Remarks and Next Steps LINKS AND RESOURCES: Tier 11 Mongoose Media Tier 11 Jobs Perpetual Traffic Marketing Performance Indicators™ Checklist Perpetual Traffic on YouTube Tier 11 on YouTube Connect with Lauren on Instagram Connect with Ralph on LinkedIn Follow Perpetual Traffic on Twitter Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
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Perpetual Traffic
1 Why These 5 Ads Are The Best and Worst Super Bowl LIX Ads (Part Two) 29:48
29:48 Play Later Play Later Lists Like Liked29:48
Play Later Play Later Lists Like LikedSuper Bowl ads: they can be brilliant, they can be cringeworthy, and sometimes, they can just make you question everything. Welcome to part two where Ralph and Lauren go all in on the weirdest, most awkward, and most controversial ads of the year. From Coffee Mate’s disturbing tongue commercial to Tubi’s bizarre cowboy skin-hat fiasco, they break down which brands took big swings and which ones completely missed. Plus, they dig into the politics creeping into the Super Bowl, the unexpected Ontario ad (yes, Canada bought a Super Bowl slot), and the massive flex that was Tom Brady’s $2M watch deal. Whether you love ads, hate ads, or just want to know which ones made Ralph’s skin crawl, this is a breakdown you don’t want to miss. Chapters: 00:00:00 – The Return: Ralph & Lauren Take on Round 2 00:00:39 – The Ads That Made Us Cringe (Seriously, Why?) 00:02:27 – Effective But Uncomfortable: Ads We Hated but Remembered 00:05:49 – Tugging at the Heartstrings: The Emotional Plays That Hit (or Missed) 00:13:45 – When Ads Get Political: The Ontario Ad, Trump, and More 00:19:26 – The Biggest Letdowns: Ads That Flopped Hard 00:25:01 – What We Learned: Key Marketing Takeaways from Super Bowl 2025 LINKS AND RESOURCES: Best Super Bowl 2025 Commercials Ad Meter Ranking Breast Cancer Super Bowl Commercial with Wanda Sykes Leslie Jones Stops Your Annoying Relatives from Ruining Thanksgiving | The Daily Show Watch All the Ads of Super Bowl 2025 The 10 Most Viewed Super Bowls of All Time Ontario Commercial Highlighting Contributions to the USA Charted: The Rising Cost of Super Bowl Ads 1965-2025 Tier 11 Mongoose Media Tier 11 Jobs Perpetual Traffic Marketing Performance Indicators™ Checklist Perpetual Traffic on YouTube Tier 11 on YouTube Connect with Lauren on Instagram Connect with Ralph on LinkedIn Follow Perpetual Traffic on Twitter Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
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Perpetual Traffic
1 Why These 5 Ads Are The Best and Worst Super Bowl LIX Ads (Part One) 29:20
29:20 Play Later Play Later Lists Like Liked29:20
Play Later Play Later Lists Like LikedSuper Bowl ads aren’t just commercials—they’re a cultural moment, a case study in brand impact, and a $7 million gamble for 30 seconds of airtime. In this episode, Ralph and Lauren break down the best, the worst, and the most effective ads from this year’s game. From Wanda Sykes flipping the script on shock marketing to Tom Brady’s Duracell-powered longevity, they chat about what worked, what flopped, and what brands should do after the big game to keep the momentum going. Whether you’re here for the ads, the strategy, or just to hear Ralph admit that Lauren might be funnier than him, this one’s for you. Stay tuned for part two coming soon! Chapters: 00:00:00 – Perpetual Traffic Enters the Chat 00:00:47 – Football? Or Just an Ad Delivery System? 00:03:42 – Why Super Bowl Ads Are Basically the Oscars for Marketers 00:04:08 – Kendrick Lamar, X’s & O’s, and a Halftime Show Divided 00:06:19 – Shock, Awe, and Millions of Ad Dollars at Play 00:08:56 – The Most Talked-About Commercial (Hint: Boobs & Wanda Sykes) 00:12:33 – Did Novartis Just Win the Super Bowl? Or…? 00:17:18 – Post Malone, Shane Gillis & Bud Light’s Redemption Arc 00:20:43 – NASCAR's Big Swing & The Demographic They’re Betting On 00:26:29 – Tom Brady, Duracell, and the Most Unexpectedly Brilliant Ad 00:28:57 – Wrapping It Up: The Ads That Worked, The Ones That Flopped LINKS AND RESOURCES: Best Super Bowl 2025 Commercials Ad Meter Ranking Breast Cancer Super Bowl Commercial with Wanda Sykes Leslie Jones Stops Your Annoying Relatives from Ruining Thanksgiving | The Daily Show Watch All the Ads of Super Bowl 2025 The 10 Most Viewed Super Bowls of All Time Ontario Commercial Highlighting Contributions to the USA Charted: The Rising Cost of Super Bowl Ads 1965-2025 Tier 11 Mongoose Media Tier 11 Jobs Perpetual Traffic Marketing Performance Indicators™ Checklist Perpetual Traffic on YouTube Tier 11 on YouTube Connect with Lauren on Instagram Connect with Ralph on LinkedIn Follow Perpetual Traffic on Twitter Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
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Perpetual Traffic
1 How “The 4 C’s” Will Catapult You to Your 10X Goal in 2025 26:20
26:20 Play Later Play Later Lists Like Liked26:20
Play Later Play Later Lists Like LikedRalph and Lauren skip the small talk and jump right into one of the most overlooked (and misunderstood) topics in digital marketing—how to actually set up standard events, custom conversions, and the Meta pixel the right way. Spoiler alert: most businesses are getting it wrong! Whether you’re running an eComm store, selling info products, or trying to generate leads, your tracking setup might be holding you back from scaling like a boss. Ralph even admits they found mistakes in their own accounts—so yeah, nobody’s perfect. But don’t worry, they break it all down, agency-style, so you can stop leaving money on the table and start feeding the algorithm what it really needs. If you want Meta to work for you instead of against you, don’t miss this episode! Chapters: 00:00:00 – When Two Marketers Walk Into a Podcast... 00:00:27 – The New Year Hype Is Fading—Now What? 00:01:12 – The Four C’s That Separate Winners from Wishers 00:02:47 – Why 10X Goals Force Better Decisions 00:05:52 – Stories That Prove Small Thinking Won’t Cut It 00:09:19 – The Moment Commitment Gets Real 00:16:38 – Courage & Capability: The Price of 10X Growth 00:19:35 – Your Why Is Either Fuel or Dead Weight 00:23:22 – The Takeaway That Could Change Everything LINKS AND RESOURCES: Episode 663: How to Make Your Present Better by Making Your Future Bigger 10x Is Easier Than 2x by Dan Sullivan and Benjamin Hardy Tier 11 Mongoose Media Tier 11 Jobs Perpetual Traffic Marketing Performance Indicators™ Checklist Perpetual Traffic on YouTube Tier 11 on YouTube Connect with Lauren on Instagram Connect with Ralph on LinkedIn Follow Perpetual Traffic on Twitter Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review! Mentioned in this episode: Tier 11 Data Suite…
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Perpetual Traffic
1 Trump’s Tariffs: The Marketing Opportunity & Impact Revealed 22:19
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Play Later Play Later Lists Like LikedThe U.S. just threw a tariff curveball, and Ralph and Lauren are here to break it down. Will this economic shake-up spell disaster, or is there hidden opportunity for marketers and business owners? They dive into the chaos, debunk tariff myths (spoiler: consumers pay the price), and explore how brands can pivot, whether you’re selling whiskey in Canada or running ads in the U.S. If you’ve got skin in the game, this episode is a must-listen. Get ready to turn uncertainty into your next big win! Chapters: 00:00:00 - The Perpetual Traffic Takeoff 00:01:57 - Tariffs, Taxes & Turmoil 00:03:33 - The Hidden Tax Nobody Talks About 00:05:19 - When Prices Go Up, Who Pays? (Hint: It’s Not Them) 00:08:02 - Finding Gold in Market Mayhem 00:09:55 - Business Survival Mode: Activated 00:12:37 - Marketing Gymnastics in an Economic Earthquake 00:19:04 - The Next Big Shockwave—Are You Ready? 00:20:22 - Mic Drop, But Not Really—Your Move! LINKS AND RESOURCES: Tier 11 Mongoose Media Tier 11 Jobs Perpetual Traffic Marketing Performance Indicators™ Checklist Perpetual Traffic on YouTube Tier 11 on YouTube Connect with Lauren on Instagram Connect with Ralph on LinkedIn Follow Perpetual Traffic on Twitter Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review! Mentioned in this episode: Tier 11 Data Suite…
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Perpetual Traffic
1 Part 2 - The 5 Step Formula to Determine Your nCAC 25:33
25:33 Play Later Play Later Lists Like Liked25:33
Play Later Play Later Lists Like LikedRalph Burns and Lauren Petrullo bring you part two of their deep dive on nCAC (New Customer Acquisition Cost)—because knowing what it actually costs to land a fresh customer is kind of important (who knew, right?). They break down the hidden costs, debunk common myths, and explain why understanding nCAC isn’t just about crunching numbers—it’s about scaling smart. Whether you’re a finance geek or just someone who wants to make sure you’re not throwing cash into the marketing void, this episode serves up valuable info you can immediately put into action. Plus, there’s a special challenge for Spotify listeners that could land them a one-on-one strategy session—because who doesn’t love a little bonus ROI? Chapters: 00:00:03 – Buckle Up: The Perpetual Traffic Lift-Off 00:00:13 – nCAC? Yeah, You’ll Want to Know This 00:01:51 – The Sneaky Costs That Could Sink You 00:03:55 – Margin Showdown: Contribution vs. Gross 00:05:49 – The nCAC Formula That Changes Everything 00:15:48 – nCAC Danger Zones (Proceed with Caution!) 00:20:19 – A Surprise You Didn’t See Coming LINKS AND RESOURCES: Episode 663: How to Make Your Present Better by Making Your Future Bigger 10x Is Easier Than 2x by Dan Sullivan and Benjamin Hardy Tier 11 Mongoose Media Tier 11 Jobs Perpetual Traffic Get Your nCAC Calculation Guide Now! Marketing Performance Indicators™ Checklist Perpetual Traffic on YouTube Tier 11 on YouTube Connect with Lauren on Instagram Connect with Ralph on LinkedIn Follow Perpetual Traffic on Twitter Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review! Mentioned in this episode: Tier 11 Data Suite…
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Perpetual Traffic
1 DeepSeek Explained: What Marketers Need to Know 22:58
22:58 Play Later Play Later Lists Like Liked22:58
Play Later Play Later Lists Like LikedAI just dropped a bombshell, and Ralph and Lauren are here to break it down. DeepSeek—China’s mysterious AI powerhouse—just sent shockwaves through the stock market, slashing billions off NVIDIA overnight. But is this a real revolution or just overhyped tech drama? They’re comparing DeepSeek to the AI giants, letting us in on its jaw-dropping cost efficiency, and asking the big question: should marketers panic, pivot, or pop some popcorn and watch the chaos unfold? Chapters: 00:00:00 – The Rabbit Hole Begins: Perpetual Traffic Awaits 00:00:30 – What on Earth is Deep Seek? 00:01:11 – The Stock Market Earthquake You Didn’t See Coming 00:02:21 – AI Revolution or Catastrophe? The Deep Seek Dilemma 00:05:00 – Battle of the Bots: AI Heavyweights Face Off 00:07:26 – Data Privacy Nightmares: Are You Safe? 00:12:55 – Deep Seek Unleashed: The Future is Here 00:16:44 – The AI Arms Race: Who Will Dominate? 00:20:12 – Where Do We Go from Here? The AI Roadmap LINKS AND RESOURCES: DeepSeek - The Chinese AI That Crashed The Markets DeepSeek How Target Figured Out A Teen Girl Was Pregnant Before Her Father Did Tier 11 Mongoose Media Tier 11 Jobs Perpetual Traffic Get Your nCAC Calculation Guide Now! Marketing Performance Indicators™ Checklist Perpetual Traffic on YouTube Tier 11 on YouTube By the Numbers Connect with Lauren on Instagram Connect with Ralph on LinkedIn Follow Perpetual Traffic on Twitter Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review! Mentioned in this episode: Tier 11 Data Suite…
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Perpetual Traffic
1 Part 1 - The 5 Step Formula to Determine Your nCAC 35:18
35:18 Play Later Play Later Lists Like Liked35:18
Play Later Play Later Lists Like LikedIn part one of this two-part episode, Ralph and Lauren are talking about New Customer Acquisition Cost (NCAC). Sure, the mention of math might send some of you running for the hills, but hold on—this is the math that matters. Ralph compares finding your NCAC to searching for buried treasure, while Lauren reminds us that chasing vanity metrics like ROAS alone is as useful as an umbrella in a hurricane. Learn why NCAC is the North Star of scaling a business, how to measure it effectively, and what tools can make the process manageable. Ad platforms love to boast about their results but your bottom line—and how much it costs to add a new customer to it—never lies. As Lauren puts it: “Fake numbers might make you feel good, but they won’t pay your bills.” Chapters: 00:00:00 – Math That Matters: The Secret Ingredient for Scaling 00:00:24 – NCAC: The Metric That’s Cooler Than ROAS 00:01:42 – Why Calculating NCAC Feels Like Cracking a Cold Case 00:02:42 – Scaling Secrets: Unlocking Business Growth with Math 00:03:47 – The Real Cost of New Customers (No, It’s Not What You Think) 00:06:10 – Lifetime Value: Measuring Love from Your Best Customers 00:09:28 – Practical Math: When Numbers Lead to Dollars 00:12:45 – Refunds, Returns & Regrets: Subtracting the Pain Points 00:15:30 – Hidden Costs Unveiled: Shipping, Storage & Surprises 00:18:05 – COGS: Decoding Cost of Goods Sold 00:20:50 – Gross Profit: The Halfway Mark to True Success 00:23:15 – Profit Checkpoint: COGS, Gross Profit, and What They Mean for You 00:34:10 – A Special Perk for PT Fans: Wrap-Up & Surprise LINKS AND RESOURCES: Tier 11 Mongoose Media Tier 11 Jobs Perpetual Traffic Get Your nCAC Calculation Guide Now! Marketing Performance Indicators™ Checklist Perpetual Traffic on YouTube Tier 11 on YouTube By the Numbers Connect with Lauren on Instagram Connect with Ralph on LinkedIn Follow Perpetual Traffic on Twitter Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
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Perpetual Traffic
1 The #1 Secret to Spending Less and Making More on Amazon 1:01:06
1:01:06 Play Later Play Later Lists Like Liked1:01:06
Play Later Play Later Lists Like LikedRalph and John are throwing conventional wisdom out the window with a mind-blowing Amazon ad case study that'll leave you questioning everything. Spoiler alert: less Amazon spend + smarter Facebook and YouTube ads = MORE revenue. It's all about contribution, not attribution, folks! This episode is packed with actionable insights, groundbreaking data, and a healthy dose of humor. Tune in to unlock the secrets of Amazon's black box and discover how to outsmart the algorithm. Your future profits will thank you. Chapters: 00:00:00 - Welcome to Ralph and John’s World 00:00:24 - A Feeder Strategy Unveiled 00:00:39 - Data Secrets for Scaling Big 00:01:23 - Cracking the Amazon Code 00:02:35 - Numbers Don’t Lie: Tracking Sales 00:03:19 - Behind-the-Scenes Breakdown 00:04:15 - Live and In Action 00:05:53 - Game-Changing Ad Revelations 00:08:12 - The “Contribution vs. Attribution” Debate 00:08:40 - The Brand Loyalty Puzzle 00:11:12 - The Revenue Surge Experiment 00:22:55 - Ad Fatigue or Audience Overload? 00:33:16 - Spend Smarter, Scale Faster 00:34:01 - Attribution Tools Face-Off 00:34:14 - Unpacking GA4 and Wicked Reports 00:35:18 - Redefining Spend-to-Revenue Success 00:37:19 - Open Mic: Questions That Matter 00:37:37 - Shopping Insights from Google 00:39:27 - YouTube Ad Masterclass 00:40:43 - A Deep Dive into YouTube Optimization 00:44:54 - E-Commerce Data That Drives Strategy 00:58:17 - PMAX + Feeder: A Winning Combo 00:59:14 - Wrapping Up: Next Steps Revealed LINKS AND RESOURCES: Amazon Ads Myths Debunked: Spend Less, Earn More! | Tier 11 Live! - EP024 Measurement and analytics Amazon Seller Analytics: 10 KPIs to Track for a Winning Strategy Tier 11 on YouTube Get Your Marketing Performance Indicators™ Checklist Now! Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
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Perpetual Traffic
1 Avoid This 1 Common Hiring Mistake at Your Own Peril 22:41
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Play Later Play Later Lists Like LikedRalph Burns and Lauren Petrullo tackle the art of thinking big and hiring smart. From setting 10X goals that demand sharp decision-making to unexpected twists in virtual interviews (because you never know when someone’s hiding a cruise—or a pregnancy), they discuss building a dream team. Ralph and Lauren also talk about the importance of transparency, trust, and asking the right questions to avoid costly missteps. If you're looking to 10X your business—or just want to hire someone who’s not secretly a foot model—this episode is for you. Chapters: 00:00:00 - A Curious Start: Traffic, Goals, and Grievances 00:00:39 - Lofty Ideas: Why Bigger Dreams Are Easier 00:02:58 - Big Hurdles: The Struggles of Thinking Big 00:03:46 - The Ultimate Quest: Hiring the Perfect Fit 00:05:56 - Zoom Realities: When Interviews Get Surprising 00:08:48 - Radical Honesty: The Secret Sauce in Hiring 00:17:03 - Building Bridges: The Art of Trust at Work 00:21:04 - Looking Forward: What’s Next on the Horizon LINKS AND RESOURCES: Virtual Boss by Ralph Burns Episode 591 Is Delegation Your Kryptonite? Conquer the 4 Levels and Free Up Your Time Episode 663 How to Make Your Present Better by Making Your Future Bigger Tier 11 on YouTube Marketing Performance Indicators Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
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Perpetual Traffic
1 How to Make Your Present Better by Making Your Future Bigger 33:01
33:01 Play Later Play Later Lists Like Liked33:01
Play Later Play Later Lists Like LikedRalph and Lauren aren't just chatting about the weather; they're dissecting the art of achieving massive success by thinking bigger and setting ambitious goals, all based on the wisdom of "10X Is Easier Than 2X." They're dishing out their own experiences and providing examples to prove that aiming high, playing to your strengths, and assembling a dream team can lead to mind-blowing results. Get ready to ditch those tiny, yawn-inducing goals and embrace exponential growth in 2025 – Ralph and Lauren's pep talk will leave you feeling inspired and ready to conquer the world! Chapters: 00:00:00 - Foggy Views, Frozen Pipes, and Podcast Vibes 00:00:40 - When Life Gives You Challenges, Make Content 00:01:41 - Delegation: That Thing We Love to Hate 00:04:23 - 10X Thinking: Because 2X is Boring 00:06:12 - Zodiac Signs, Salesforce, and Big Ideas 00:11:07 - Eckhart Tolle, Present Moments, and Toilet Epiphanies 00:16:39 - Turning Dreams Into Actionable Strategies 00:23:15 - Falling Forward: Embracing Intelligent Failure 00:28:37 - Jimmy Donaldson’s Genius and Your Next Move 00:32:04 - Big Goals, Bigger Futures—The Wrap-Up LINKS AND RESOURCES: 10x Is Easier Than 2x: How World-Class Entrepreneurs Achieve More by Doing Less Dan Sullivan (YouTube) Is Delegation Your Kryptonite? Conquer the 4 Levels and Free Up Your Time | Perpetual Traffic EP 591 (Website) Episode 591: Is Delegation Your Kryptonite? Conquer the 4 Levels and Free Up Your Time Chris Mercer on LinkedIn How MrBeast Grew His Channel Good to Great: Why Some Companies Make the Leap...And Others Don't (Good to Great, 1) Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
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Perpetual Traffic
1 [EXPOSED] What You Need to Know About The Honey Scam 22:09
22:09 Play Later Play Later Lists Like Liked22:09
Play Later Play Later Lists Like LikedA digital marketing bombshell explodes as Ralph and Lauren uncover the shocking truth about the Honey browser extension. Misattributed commissions, broken partnerships, and creators unknowingly caught in the crossfire—this scandal is shaking the influencer world to its core. With Lauren’s razor-sharp analysis and Ralph’s firsthand insights, they piece together a story of deception that could rewrite the rules of affiliate marketing. You won’t believe what’s happening behind the scenes! Chapters: 00:00:00 - Ralph and Lauren Have a Bombshell Revelation 00:00:22 - The Scandal Exposed: What’s REALLY Happening Behind the Honey Browser Extension? 00:01:38 - Honey’s Secrets: How They Pull Off This Controversial Move 00:03:25 - Fallout: Creators and Affiliates Hit Hard—What’s at Stake? 00:07:44 - Crossing the Line? Legal Battles and Ethical Dilemmas 00:15:43 - A Marketing Reckoning: What Does This Mean for the Future of Influencers? 00:20:36 - Wrapping Up the Drama: Takeaways LINKS AND RESOURCES: Marketing Performance Indicators™ What MegaLag Gets Wrong About PayPal Honey and Affiliate Marketing Why is PayPal being sued by YouTubers for alleged 'deceitful and clandestine methods'? Exposing the Honey Influencer Scam - MegaLag YouTube FTC Action Temporarily Halts Operation that Allegedly Used Fake News Sites to Make Deceptive Claims about Acai Berry Weight-Loss Products Tier 11 Jobs Perpetual Traffic on YouTube Tier 11 on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
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Perpetual Traffic
Today we’re revisiting some clips from the top 6 episodes of 2024, chosen by the audience's overwhelming response. These highlights give you insights into delegation, the essence of marketing performance indicators, and groundbreaking strategies from thought leaders like Dr. Robert Cialdini. Each segment delivers strategies and principles, showcasing why these conversations resonated deeply throughout the year. Get ready for a quick yet profound dive into what made these episodes truly stand out. Chapters: 00:00:00 - Looking back over 2024! Thank you For Another Year! 00:05:00 - Episode 591: Is Delegation Your Kryptonite? Conquer the 4 Levels and Free Up Your Time 00:13:53 - Episode 575: The Duct Tape Marketing Method: Revamping Small Business Strategies with John Jantsch 00:18:35 - Episode 623: The 7 Bedrock Principles of Influence for Any Marketer with Dr. Robert Cialdini 00:31:26 - Episode 630: 3 Essential Marketing Performance Indicators You’re Not Using…But Should 00:38:43 - Episode 613: What Are Marketing Performance Metrics™ & Why Are They Important? LINKS AND RESOURCES: Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
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Perpetual Traffic
1 3 Astonishing New TikTok Features You Didn’t Know About…Until Now 51:01
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Play Later Play Later Lists Like LikedRalph and Lauren are talking about the evolving world of TikTok commerce with two powerhouse guests from TikTok, Michelle Caglar and Jose Villalobos. They’re discussing the game-changing tools Smart Plus and GMV Max, breaking down how brands—whether they're TikTok Shop veterans or just getting started—can leverage automation, creative authenticity, and ROI-driven strategies to scale smarter, not harder. This episode is a must-listen for marketers looking to turn TikTok into their next big growth channel while keeping their campaigns efficient, creative, and downright profitable. Chapters 00:00:00 – Where Algorithms Meet Ambition 00:00:45 – Guest Stars: Michelle Caglar and Jose Villalobos 00:03:25 – Behind the Hashtag: Stories That Sell 00:07:30 – Affiliate Hustle: The Influencer Blueprint 00:17:07 – Smart Ads, Smarter Results 00:25:50 – Creative Automation: Ads That Think 00:26:56 – GMV Max: ROI on Autopilot 00:28:03 – Paid vs. Organic: The Traffic Tango 00:29:14 – Performance, Perfected 00:33:46 – Success Chronicles: Lessons from the Frontlines 00:35:48 – Scaling Secrets: Bigger Budgets, Bigger Wins 00:38:01 – $200 Playbook: Small Budget, Big Moves 00:47:47 – Final Nuggets of Wisdom LINKS AND RESOURCES: Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
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1 7 Killer Digital Marketing Predictions for 2025 (And They’re NOT Just AI!) Part - 2 44:40
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Play Later Play Later Lists Like LikedThis is part two of two where Ralph and Lauren break down the most important digital marketing trends shaping 2025, from the evolution of search platforms and the rise of AI-driven personalization to the growing impact of AR, VR, and in-app shopping. They talk about how data privacy laws are changing the game and why zero-party data and automation will be critical for staying ahead. Ralph and Lauren use real examples and forward-looking ideas to look deeper into what’s next for marketers and how to adapt to a landscape that is quickly shifting. Chapters: 00:00:00 - Opening the Gateway: A Fresh Take 00:00:11 - Forecasts & Flashbacks: A Look at 2024 vs. 2025 00:01:18 - Cracking the SEO Code in the AI Era 00:02:06 - The Shift in Search: Platforms of Tomorrow 00:03:39 - Voices in the Void: Smart Devices Reshaping Search 00:05:00 - Social Media’s Unexpected Role in Search Evolution 00:11:16 - Privacy, Permissions & the Zero-Party Data Play 00:17:44 - Personalization’s Next Frontier: Data Meets Connection 00:20:31 - AR and VR: Beyond the Buzzwords 00:23:36 - Shopping 3.0: Experiential Commerce Unveiled 00:24:09 - Your Digital Butler: Personalized Shopping Assistants 00:26:00 - Data as the New Currency in Retail 00:28:20 - Wearables: Where Tech Meets Retail 00:28:50 - Boundaries Redefined: Geo-Fencing’s Dual Edge 00:31:57 - Swipe, Click, Buy: In-App Shopping Gets Smarter 00:34:05 - Group Deals & Real-Time Shopping Frenzies 00:39:25 - Wrapping Up: Peering Into the Future LINKS AND RESOURCES: Make Smarter Decisions with Tier 11 Data Suite™ Kinky Christian Comedy with Lauren Petrullo | Unfiltered, Hilarious, and Totally Unapologetic! Episode 555: 13 Explosive Must-Do Marketing Tips for 2024 with Lauren Petrullo Synthesia HeyGen 11Eleven Labs Make Cardi B - WAP feat. Megan Thee Stallion [Official Music Video] Wrapped for Creators How we used Ai and Deep Fakes to create a Spanish version of Perpetual Traffic Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
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1 7 Killer Digital Marketing Predictions for 2025 (And They’re NOT Just AI!) Part - 1 37:09
37:09 Play Later Play Later Lists Like Liked37:09
Play Later Play Later Lists Like LikedIn part one of this two part episode, Ralph and Lauren discuss their digital marketing predictions for 2025, looking beyond the overhyped buzz around AI to talk about the evolving landscape of productivity tools, influencer strategies, and ethical AI use. They identify trends that will reshape how marketers operate—from automation doubling productivity to the rise of AI-generated influencers. They also discuss the intersection of human creativity and machine precision, and how marketers can adapt and thrive in an AI-driven world. Tune in to explore strategies and future-facing ideas that promise to change marketing as we know it. Chapters: 00:00:00 - Starting the Journey: Unexpected Opening 00:00:48 - Age, Respect, and the Unseen Korean Connection 00:02:07 - Laughter, Lights, and Produce: A Stand-Up Story 00:05:13 - Spotify Secrets and Listener Love 00:07:58 - Predictions That Will Break the Marketing Mold 00:16:33 - Doubling Time: AI as Your Secret Weapon 00:17:54 - Automation’s Game-Changing Twist 00:19:19 - When Machines Start Thinking: AI Agents Unpacked 00:23:49 - Big Impact from Small Voices: Nano Influence Decoded 00:25:47 - Digital Doppelgangers: AI Influencers Take Center Stage 00:29:18 - Ethics and Innovation: The AI Balancing Act 00:35:30 - Wrapping Up: Bold Predictions and Big Questions LINKS AND RESOURCES: Make Smarter Decisions with Tier 11 Data Suite™ Kinky Christian Comedy with Lauren Petrullo | Unfiltered, Hilarious, and Totally Unapologetic! Episode 555: 13 Explosive Must-Do Marketing Tips for 2024 with Lauren Petrullo Synthesia HeyGen 11Eleven Labs Make Cardi B - WAP feat. Megan Thee Stallion [Official Music Video] Wrapped for Creators How we used Ai and Deep Fakes to create a Spanish version of Perpetual Traffic Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
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Perpetual Traffic
1 MUST Listen! The Top 5 Most Engaging Perpetual Traffic Shows of 2024 24:08
24:08 Play Later Play Later Lists Like Liked24:08
Play Later Play Later Lists Like LikedToday, we’re diving into something special — a curated highlight reel of the five most engaged episodes of 2024. And no, we’re not talking about the most popular ones — these are the episodes that had you glued to your headphones, taking notes, and implementing game-changing strategies. From unraveling the three biggest CRO myths with Raphael Paulin-Daigle to Lauren dropping some Q5 knowledge bombs that slashed CPAs by 90%, this collection is packed with insights. Oh, and let’s not forget the moment we finally cracked the code on Google Search Ads lead generation — a nut we’ve been trying to crack for years. So whether you’re revisiting these gems or hearing them for the first time, buckle up. This is the stuff that’s driving results across $200 million in annual ad spend. Let’s get into it! Chapters: 00:00:00 – Unveiling the Top 5 Most Engaging Episodes of 2024 00:03:49 - Episode 647: The 3 Big CRO Myths DEBUNKED with Raphael Paulin-Daigle 00:08:43- Episode 649: Fix These 17 Biggest Mistakes You Are Making Right Now With Your Meta Ads 00:12:48 - Episode 652: Finally! How to use Google Ads for Lead Generation 00:15:12 - Episode 654: [WARNING] The 3 Cataclysmic Ad Category Changes Coming to Meta in 2025 00:18:26 - Episode 655: 90% CPA Reduction? Yes, please. How You Can Capitalize on Q5 Right Now LINKS AND RESOURCES: Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
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Perpetual Traffic
1 How The Tier 11 Data Suite Pinpointed $2,304,177 in Lost Revenue for Airsculpt® 33:21
33:21 Play Later Play Later Lists Like Liked33:21
Play Later Play Later Lists Like LikedRalph is sharing an episode he was on of ‘Living the Red Life’ with Rudy Mawer. In this episode, Ralph breaks down a powerful case study showing how his team discovered $2.4 million in revenue from a $500,000 ad spend using the Tier 11 Data Suite. They discuss the importance of attribution tracking beyond Meta's standard 7-day and 28-day reporting windows, particularly for high-ticket offers with long sales cycles. Ralph shares how a strategic offer—a free Botox injection—led to upsells worth thousands of dollars, but only became visible through long-term attribution tracking tools like Wicked Reports. They also touch on the challenges of managing data across multiple disconnected CRMs, the evolving complexity of advertising in 2024, and the critical role of understanding lifetime customer value. This episode is a must-listen for marketers navigating multi-channel ad strategies and long buyer journeys. Chapters 00:00 – The Starting Gate: Where Strategies Take Shape 00:05 – $500K Input, $2.4M Output: The Revenue Alchemy 01:56 – The Two-Step Secret: From Small Ticket to Big Wins 02:57 – Digital Detective Work: Tools That Reveal the Invisible 03:56 – MOBU Unlocked: A New Era in Ad Buying 04:24 – Rudy’s Red Pill: Marketing in 2025 05:41 – Chaos to Clarity: Multi-Channel Mastery 11:18 – The Attribution Game: Third-Party Tools Exposed 18:09 – Botox & Big Numbers: The Case Study Playbook 24:31 – The Crystal Ball: Marketing's Future Revealed 25:08 – Lessons from the Trenches: Ralph’s Business Playbook 30:31 – The Final Frame: Key Takeaways Locked In LINKS AND RESOURCES: Get started with business tools from Meta AirSculpt About attribution windows in Meta Ads ManagerAbout attribution windows in Meta Ads Manager About Meta Ads Reporting Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
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1 90% CPA Reduction? Yes, please. How You Can Capitalize on Q5 Right Now 22:23
22:23 Play Later Play Later Lists Like Liked22:23
Play Later Play Later Lists Like LikedRalph and Lauren are going into the details of Q5 marketing—a prime time often overlooked by marketers. They are sharing how leveraging this period, starting mid-December when shipping constraints kick in, can yield leads at a fraction of the cost, especially for high-ticket items. They’ll be walking us through a real-time case study where $700 quality leads dropped to under $70 using strategic ad spending and optimized lead funnels. Ralph and Lauren will also touch on how chaotic human behavior affects lead nurture strategies. Be sure to tune in and embrace this "golden opportunity" window. Start the year ahead of the competition! Chapters: 00:00:00 – Starting Bold: No Fluff, All Strategy 00:00:42 – Cracking the Case: The 63% Lead Surge 00:02:18 – Golden Weeks Decoded: Welcome to Q5 00:05:50 – High Stakes, High Ticket: The Ultimate Lead Playbook 00:10:58 – Back from the Dead: Breathing Life into Old Leads 00:15:50 – Tactical Brilliance: Paid Traffic Secrets for Q5 00:21:38 – Festive Farewell: Wisdom Wrapped with a Bow LINKS AND RESOURCES: Episode 649: Fix These 17 Biggest Mistakes You Are Making Right Now With Your Meta Ads Generate new leads by providing value for people Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
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Perpetual Traffic
1 [WARNING] The 3 Cataclysmic Ad Category Changes Coming to Meta in 2025 30:42
30:42 Play Later Play Later Lists Like Liked30:42
Play Later Play Later Lists Like LikedRalph and Lauren get into the shifting tides of advertising, breaking down Meta’s upcoming restrictions and what they mean for businesses in 2025. From sensitive ad categories to the growing challenges of personalized advertising, they lay out strategies to adapt and thrive in a world where privacy laws are rewriting the rules. Along the way, they reflect on co-host dynamics, swap sharp takes on the future of marketing, and leave you with advice to stay ahead of the curve. Chapters 00:00:00 - Opening Loops & Layers: What's Coming Up? 00:00:13 - New Energy in the Room: Meet the Co-Host! 00:01:28 - Rewind Chronicles: Co-Hosts of the Past 00:02:45 - Meta’s Maze: Surviving a Shifting Landscape 00:04:55 - The Future is Delicate: 2025's Red Flags 00:05:06 - Wellness Hit: Brands Brace for Impact 00:12:21 - Privacy Wars: Personalization vs. Boundaries 00:15:37 - Rulebook Rewritten: Navigating Ad Chaos 00:17:41 - Looking Ahead: Staying Sharp in the Storm 00:28:14 - Endnotes and Epiphanies: Wisdom to Go LINKS AND RESOURCES: Episode 649: Fix These 17 Biggest Mistakes You Are Making Right Now With Your Meta Ads Choosing a Special Ad Category Agency Freedom Live Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
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Perpetual Traffic
1 5 Irresistible Shopify Features You NEVER Knew About…But Must 59:22
59:22 Play Later Play Later Lists Like Liked59:22
Play Later Play Later Lists Like LikedRalph Burns and Lauren Petrullo host Andrius Baranauskas, Head of Product at Shopify, to explore Shopify's latest Winter Editions update. The conversation digs into the platform's shift toward enhancing existing features for a streamlined merchant experience. Key highlights include the expansion of "Shop Campaigns," Shopify's dynamic marketing tool, to all merchants, and the power of the Shop App for customer acquisition and retention. The episode also unpacks how Shopify leverages data to optimize customer lifetime value and reduce marketing complexity, offering practical insights for merchants at any stage of growth. Chapters: 00:00:00 - Opening the Shopify Winter Door 00:01:00 - Boring Edition or Game-Changer? 00:02:15 - The Boring That Makes You Listen 00:04:02 - Not Boring: The Hidden Side 00:07:43 - Marketing Magic: Shopify’s Take 00:12:55 - Shop Campaigns: Simplicity in Strategy 00:16:20 - Shop App: The Secret Weapon 00:23:39 - Privacy and Precision: Audience Insights 00:27:58 - Sales Doubled? Here’s How 00:28:59 - Aiming Smarter: Targeting Evolution 00:29:30 - Cracking the Ad Benchmark Code 00:30:41 - Capitalizing on Ecosystem Synergy 00:33:37 - Customer Costs That Pay Off 00:35:40 - Incentives That Adapt to You 00:38:08 - Success Stories in Simple Campaigns 00:42:46 - Ecosystem Deep Dive and Future Look 00:51:49 - Personalizing the Shop App Journey 00:56:58 - Final Words: Resources You’ll Need LINKS AND RESOURCES: Shopify Editions Winter '25 The Boring Edition: Everything improved Acquire and convert customers at a controlled cost Drive up to 2x more retargeting conversions Shop App Tier 11 on YouTube Get Your Marketing Performance Indicators™ Checklist Now! Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
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Perpetual Traffic
1 Finally! How to use Google Ads for Lead Generation 27:09
27:09 Play Later Play Later Lists Like Liked27:09
Play Later Play Later Lists Like LikedRalph Burns and John Moran discuss a new feeder strategy designed to address common challenges in search campaigns and Performance Max setups. They’re explaining innovative ways to combat spam leads, optimize ad performance, and improve return on ad spend through structured approaches and practical examples. The duo outlines steps for leveraging feeder strategies to scale campaigns effectively while maintaining high-quality results. Chapters 00:00:00 - Feeder Strategy 101: Not Your Average Marketing Lesson 00:00:09 - Why Feeder Strategies Deserve a Standing Ovation 00:00:48 - Lead Gen Woes: It’s Not Me, It’s You 00:02:24 - Offline Conversion Imports: The Real MVP 00:03:31 - John Moran’s Secret Recipe for Lead Gen Success 00:04:40 - PMax vs. Lead Gen: The Ultimate Face-Off 00:07:18 - Spam Leads: Identified, Declassified, Neutralized 00:12:55 - A Feeder Strategy Case Study Walks Into a Bar... 00:17:31 - Results So Good, They’re Practically Smug 00:22:15 - The Algorithm’s Favorite Snack: Real ROI 00:25:53 - Wrapping Up: Insights That’ll Make Your Brain Do a Happy Dance LINKS AND RESOURCES: Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
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Perpetual Traffic
1 The #1 Thing You’re NOT Doing Right Now to Crush It in 2025…And How to Fix It 41:18
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Play Later Play Later Lists Like LikedRalph and Lauren are discussing the critical moments of business planning and how to evaluate and improve team dynamics, agency partnerships, and overall strategies heading into the new year. Get ready to explore the nuances of prioritizing resources, testing new initiatives, and aligning goals to achieve scalable success. Their strategy over tactics approach offers information you can use to maximize opportunities for your business(es) in 2025! Chapters 00:00:00 The Starting Line: Welcome to the Show 00:00:34 Holiday Chaos and Quirky Traditions 00:05:53 Crystal Ball Time: Plotting the 2025 Vision 00:07:24 Is Your Team Crushing It or Coasting? 00:13:54 Strategy Isn’t Just a Buzzword—It’s the Game 00:20:02 Lunar New Year, Anyone? Cultural Marketing Wins 00:22:29 Finding Your Goldmine Clients (Hint: They’re Loyal) 00:23:04 Meta vs. Google: Which Channel Deserves Your Love? 00:24:59 Big Goals, Tiny Steps: The Secret to Crushing 2025 00:27:12 Test It, Scale It, But Don’t Break It 00:32:15 Post-Mortem on 2024: Wins, Fails, and WTF Moments 00:39:05 Signing Off: Kind Words and Big Plans LINKS AND RESOURCES: Get Your Marketing Performance Indicators™ Checklist Now! Agency Freedom Live Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
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Perpetual Traffic
1 How to Solve Your Digital Marketing Attribution Problem Once and for All 1:01:02
1:01:02 Play Later Play Later Lists Like Liked1:01:02
Play Later Play Later Lists Like LikedRalph Burns and John Moran are giving you an exclusive sneak peek into Tier 11's Data Suite, designed to solve the long-standing issues of attribution and data integrity in digital marketing. They explore how this tool leverages edge servers and CDNs to clean up and optimize data, offering marketers better visibility and accuracy for decision-making. They point out the pitfalls of traditional tracking methods, share insights on ad spend optimization, and discuss the implications for small and mid-sized businesses navigating a complex ad ecosystem. Their conversation is laced with examples that explain the impact of precise data in scaling businesses effectively. Chapters 00:00:00 - Welcome to the Party: Ralph’s Big Data Reveal 00:01:00 - Oh, Privacy, You’re Killing Me: The Data Crisis Unpacked 00:01:36 - The Secret Sauce: Tier 11’s Data Suite (You’re Welcome) 00:02:29 - John’s Here, Let’s Get Serious (Kind of) 00:05:15 - Attribution: The World’s Most Annoying Puzzle 00:08:14 - The Edge, the Warehouse, and the Interface Walk Into a Bar 00:13:14 - War Stories: Real Clients, Real Wins, Real Chaos 00:18:19 - Tech Nerd Alert: The Edge Servers Explained 00:21:05 - Tag, You’re It: The CDN That Knows Everything 00:25:45 - Lost in Data Limbo? Here’s How to Get Out 00:28:12 - First-Party Data: The Cleanest Dirty Laundry You’ll Ever Own 00:30:35 - Performance Max Is Lying to You (But It’s Okay) 00:32:20 - Smarter Decisions Start Here: Data You Can Actually Trust 00:34:22 - Autopsy Time: How Campaigns Succeed (or Crash) 00:35:38 - Performance Max vs. Reality: Spoiler Alert, It’s Complicated 00:36:20 - ROAS Dreams and Brand Nightmares 00:37:43 - Cold Traffic, Warm Wallets: Campaign Tips That Work 00:38:38 - Brave New World: Non-Brand Search Campaigns for Beginners 00:43:54 - Feeder Strategy Gold: Insights You Didn’t Know You Needed 00:45:24 - Q&A: Your Burning Questions, Our Smug Answers 00:54:30 - Black Friday: Scaling Without Losing Your Mind 01:00:05 - That’s a Wrap: See ya! LINKS AND RESOURCES: Tier 11 Jobs Perpetual Traffic on YouTube Tiereleven.com Marketing Performance Indicators™ Checklist Schedule a Tier 11 Discovery Call AdCritter for Agencies Agency Freedom Live - December 2024 Mongoose Media Perpetual Traffic Survey Perpetual Traffic Website Follow Perpetual Traffic on Twitter Connect with Lauren on Instagram and Connect with Ralph on LinkedIn Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic ? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!…
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