Perpetual Traffic By Digitalmarketer | Facebook Advertising | Social Media Marketing | Digital Marketing I

Return on Ad Spend (ROAS) has been the go-to metric for measuring success in digital advertising, but is it actually holding your business back? In this episode, we break down why traditional ROAS is misleading, how agencies manipulate data to appear successful, and what you should be focusing on instead. John Moran joins the conversation to discuss the metrics that actually drive growth, including Media Efficiency Ratio (MER) and New Customer Acquisition Cost (NCAC). Learn how to shift your marketing strategy to prioritize long-term scalability and profitability, rather than short-term vanity metrics.Chapters:00:00:00 - Welcome to Perpetual Traffic: Why This Episode is a Must-Listen00:00:17 - The Episode That Changed How Marketers Measure Success00:00:55 - The Truth About ROAS: Why It’s Holding Your Business Back00:02:00 - John Moran Joins Tier 11: A Game-Changer for Performance Marketing00:03:47 - From Google Ads Expert to Growth Strategist: John Moran’s Evolution00:05:21 - The Fatal Flaw of Single-Channel

Ralph and Lauren sit down with Ian Garlic, the founder of Video Case Story, to uncover the most effective ways to use video for sales. While most brands flood social media with endless content, Ian reveals why simply creating more video isn’t enough. Instead, he shares a strategic approach to video marketing—one that moves prospects seamlessly from awareness to purchase without relying on traditional ad clicks. Whether you’re struggling with attribution, unsure if your video efforts are paying off, or looking for a smarter way to use customer testimonials, this episode delivers the insights you need to turn video into your most powerful sales tool.Chapters:00:00:00 - Kicking Off Perpetual Traffic: Why Video is the Future of Sales00:00:39 - Meet Ian Garlic: The Mastermind Behind High-Converting Videos00:01:10 - The Secret to Using Video to Drive More Sales00:02:58 - Mapping Your Customer’s Journey for Maximum Conversions00:03:28 - AI, Marketing, and Sales: The Game-Changing Connection00:04:46 - The Truth About

Hiring the right people is the single most impactful decision a business can make. In this episode, Ralph Burns and Josh Hill break down Tier 11’s time-tested hiring system, sharing how to attract, assess, and secure top talent—without wasting hours on the wrong candidates. From leveraging LinkedIn outreach to using automation tools like JazzHR, they reveal how to streamline the hiring process while keeping it personal. Learn why a sniper-like approach to recruiting outperforms traditional job boards, how to use knockout questions to filter applicants, and why discovery calls are essential in evaluating culture fit. Whether you’re hiring your first employee or scaling a global team, this episode will help you hire smarter, faster, and more effectively.Chapters:00:00:00 - Kicking Off: Hiring Smarter, Not Harder00:00:56 - Meet Josh Hill: The HR Sniper Behind Tier 11’s Hiring Strategy00:02:45 - The Secret to Hiring Right: Why Core Values Matter More Than You Think00:04:02 - Finding Rockstars: The LinkedIn Recrui

How much can you really afford to pay for a new customer? The answer isn’t as simple as your Facebook ad spend. In this episode, Ralph Burns and Amanda Powell break down customer acquisition cost (CAC) and customer lifetime value (CLV) to uncover what businesses should actually be spending to scale profitably. They discuss how marketing costs go beyond ad spend, why your marketing team and operational expenses matter in CAC calculations, and how to use a 3:1 CLV-to-CAC ratio as a benchmark for growth. If you’re struggling with ad budgets, profitability, or scaling your business, this episode is a must-listen.Chapters:00:00:00 - Welcome to the Episode: How Much Should You Pay for a Customer?00:00:44 - Why Knowing Your Customer Acquisition Cost (CAC) is Crucial00:06:20 - The Simple Formula for Calculating Customer Lifetime Value (CLV)00:08:15 - How to Calculate CLV Using a Basic Formula00:10:45 - Breaking Down CLV for Different Business Models00:12:10 - How Long Does It Take to Earn Your CLV?00:14:50 - Fast vs.

In this episode of Perpetual Traffic, we take an unprecedented deep dive into a real business audit, revealing critical insights that could redefine your e-commerce strategy. From the importance of balancing new customer acquisition cost (NCAC) with lifetime value (LTV) to leveraging Amazon as a customer acquisition tool, this discussion uncovers how scaling a brand goes beyond just increasing ad spend. Discover why subscription models, churn rate analysis, pricing optimization, and a strategic Amazon approach are key to long-term profitability. Tune in for a tactical breakdown of how to identify and fix common pitfalls before turning on the paid traffic spigot.Chapters:00:00:00 - Breaking Down a Real Business Audit00:00:27 - Protecting Confidential Business Insights00:01:07 - The Hidden Challenges of Scaling E-Commerce Brands00:01:38 - The Crucial Metrics That Drive Profitability00:04:05 - Subscription Models & Amazon Strategy: A Case Study00:07:02 - Actionable Fixes to Increase Profitability00:09:00 - I

Ralph and Lauren are getting into the nuances of Meta’s audience segmentation and why relying solely on in-app metrics could be costing you big. They break down how Meta categorizes audiences into "new," "engaged," and "existing" and why that distinction is crucial for optimizing ad spend. If you’ve ever wondered whether your ad dollars are actually bringing in new customers or just retargeting the same warmed-up leads, this is the episode for you. Plus, Lauren shares an eye-opening moment from a recent mastermind, telling us just how many high-revenue brands are still dropping the ball on AI-driven customer engagement. Get ready for some critical insights, a little beachside humor, and the one Meta Ads setting you must double-check today​.Chapters:00:00:00 - Enter the Perpetual Traffic Arena00:01:58 - Digital Marketer & The Founder's Board Blueprint00:05:24 - Masterminds: The Hidden Growth Accelerator00:06:06 - AI’s Customer Service Takeover00:15:27 - Data: The Make-or-Break Factor00:18:02 - Meta’s Audie

Hiring is easy—said no smart business owner ever. In this episode of Perpetual Traffic, Ralph and Lauren sit down with Josh Hill, Tier 11’s VP of Employee Success (or whatever his title is this week), to break down the real way to find and keep A+ players. Forget the “gut feel” hiring disasters—you’ll get the step-by-step playbook for building a team that actually scales your business. Whether you're looking to offload the 80% that’s draining your soul or you just want to stop hiring people who “seemed great” but ended up ghosting you in three months, this episode is your new best friend. Oh, and there may or may not be some good-natured roasting of Josh’s Australian pronunciation of "HR."Chapters:00:00:00 - Welcome to Perpetual Traffic00:00:47 - Flashback Files: What You Missed00:01:59 - Enter Josh Hill: The Hiring Architect00:02:46 - Military Precision Meets HR Strategy00:04:23 - Hiring Without Core Values? Good Luck00:07:35 - The Blueprint for Hiring Excellence00:12:19 - The Three Phases You Can’t Skip00:1

In this episode of Perpetual Traffic, Ralph Burns sits down with Cameron Campbell, a top-tier media buyer at Tier 11, and possibly the only person who can outshine John Moran’s meta expertise—at least in the looks department. Cameron brings the heat, diving deep into why most brands are flying blind with their ad data, and what they should actually be tracking to scale profitably without burning cash.He breaks down the real numbers that matter, including NCAC (New Customer Acquisition Cost) and why relying on in-platform ROAS is basically trusting a magic 8-ball to run your business. Cameron also pulls back the curtain on Tier 11’s Data Suite vs. Meta’s Conversions API (CAPI), showing just how much revenue brands are leaving on the table when they don’t have full visibility into their customer journey. Plus, he shares his step-by-step approach to creative testing, scaling without panic, and avoiding the biggest mistakes eComm brands make.If you’re running paid media and want to know the difference between pro

Super Bowl ads: they can be brilliant, they can be cringeworthy, and sometimes, they can just make you question everything. Welcome to part two where Ralph and Lauren go all in on the weirdest, most awkward, and most controversial ads of the year. From Coffee Mate’s disturbing tongue commercial to Tubi’s bizarre cowboy skin-hat fiasco, they break down which brands took big swings and which ones completely missed. Plus, they dig into the politics creeping into the Super Bowl, the unexpected Ontario ad (yes, Canada bought a Super Bowl slot), and the massive flex that was Tom Brady’s $2M watch deal. Whether you love ads, hate ads, or just want to know which ones made Ralph’s skin crawl, this is a breakdown you don’t want to miss.Chapters:00:00:00 – The Return: Ralph & Lauren Take on Round 200:00:39 – The Ads That Made Us Cringe (Seriously, Why?)00:02:27 – Effective But Uncomfortable: Ads We Hated but Remembered00:05:49 – Tugging at the Heartstrings: The Emotional Plays That Hit (or Missed)00:13:45 – When Ads

Super Bowl ads aren’t just commercials—they’re a cultural moment, a case study in brand impact, and a $7 million gamble for 30 seconds of airtime. In this episode, Ralph and Lauren break down the best, the worst, and the most effective ads from this year’s game. From Wanda Sykes flipping the script on shock marketing to Tom Brady’s Duracell-powered longevity, they chat about what worked, what flopped, and what brands should do after the big game to keep the momentum going. Whether you’re here for the ads, the strategy, or just to hear Ralph admit that Lauren might be funnier than him, this one’s for you. Stay tuned for part two coming soon!Chapters:00:00:00 – Perpetual Traffic Enters the Chat00:00:47 – Football? Or Just an Ad Delivery System?00:03:42 – Why Super Bowl Ads Are Basically the Oscars for Marketers00:04:08 – Kendrick Lamar, X’s & O’s, and a Halftime Show Divided00:06:19 – Shock, Awe, and Millions of Ad Dollars at Play00:08:56 – The Most Talked-About Commercial (Hint: Boobs & Wanda Sykes)00:

Ralph and Lauren skip the small talk and jump right into one of the most overlooked (and misunderstood) topics in digital marketing—how to actually set up standard events, custom conversions, and the Meta pixel the right way. Spoiler alert: most businesses are getting it wrong! Whether you’re running an eComm store, selling info products, or trying to generate leads, your tracking setup might be holding you back from scaling like a boss. Ralph even admits they found mistakes in their own accounts—so yeah, nobody’s perfect. But don’t worry, they break it all down, agency-style, so you can stop leaving money on the table and start feeding the algorithm what it really needs. If you want Meta to work for you instead of against you, don’t miss this episode!Chapters:00:00:00 – When Two Marketers Walk Into a Podcast...00:00:27 – The New Year Hype Is Fading—Now What?00:01:12 – The Four C’s That Separate Winners from Wishers00:02:47 – Why 10X Goals Force Better Decisions00:05:52 – Stories That Prove Small Thinking Won

The U.S. just threw a tariff curveball, and Ralph and Lauren are here to break it down. Will this economic shake-up spell disaster, or is there hidden opportunity for marketers and business owners? They dive into the chaos, debunk tariff myths (spoiler: consumers pay the price), and explore how brands can pivot, whether you’re selling whiskey in Canada or running ads in the U.S. If you’ve got skin in the game, this episode is a must-listen. Get ready to turn uncertainty into your next big win!Chapters:00:00:00 - The Perpetual Traffic Takeoff00:01:57 - Tariffs, Taxes & Turmoil00:03:33 - The Hidden Tax Nobody Talks About00:05:19 - When Prices Go Up, Who Pays? (Hint: It’s Not Them)00:08:02 - Finding Gold in Market Mayhem00:09:55 - Business Survival Mode: Activated00:12:37 - Marketing Gymnastics in an Economic Earthquake00:19:04 - The Next Big Shockwave—Are You Ready?00:20:22 - Mic Drop, But Not Really—Your Move!LINKS AND RESOURCES:Tier 11Mongoose MediaTier 11 JobsPerpetual TrafficMarketing Performance Indica

Ralph Burns and Lauren Petrullo bring you part two of their deep dive on nCAC (New Customer Acquisition Cost)—because knowing what it actually costs to land a fresh customer is kind of important (who knew, right?). They break down the hidden costs, debunk common myths, and explain why understanding nCAC isn’t just about crunching numbers—it’s about scaling smart. Whether you’re a finance geek or just someone who wants to make sure you’re not throwing cash into the marketing void, this episode serves up valuable info you can immediately put into action. Plus, there’s a special challenge for Spotify listeners that could land them a one-on-one strategy session—because who doesn’t love a little bonus ROI?Chapters:00:00:03 – Buckle Up: The Perpetual Traffic Lift-Off00:00:13 – nCAC? Yeah, You’ll Want to Know This00:01:51 – The Sneaky Costs That Could Sink You00:03:55 – Margin Showdown: Contribution vs. Gross00:05:49 – The nCAC Formula That Changes Everything00:15:48 – nCAC Danger Zones (Proceed with Caution!)00:20:

AI just dropped a bombshell, and Ralph and Lauren are here to break it down. DeepSeek—China’s mysterious AI powerhouse—just sent shockwaves through the stock market, slashing billions off NVIDIA overnight. But is this a real revolution or just overhyped tech drama? They’re comparing DeepSeek to the AI giants, letting us in on its jaw-dropping cost efficiency, and asking the big question: should marketers panic, pivot, or pop some popcorn and watch the chaos unfold?Chapters:00:00:00 – The Rabbit Hole Begins: Perpetual Traffic Awaits00:00:30 – What on Earth is Deep Seek?00:01:11 – The Stock Market Earthquake You Didn’t See Coming00:02:21 – AI Revolution or Catastrophe? The Deep Seek Dilemma00:05:00 – Battle of the Bots: AI Heavyweights Face Off00:07:26 – Data Privacy Nightmares: Are You Safe?00:12:55 – Deep Seek Unleashed: The Future is Here00:16:44 – The AI Arms Race: Who Will Dominate?00:20:12 – Where Do We Go from Here? The AI RoadmapLINKS AND RESOURCES:DeepSeek - The Chinese AI That Crashed The MarketsDeepS

In part one of this two-part episode, Ralph and Lauren are talking about New Customer Acquisition Cost (NCAC). Sure, the mention of math might send some of you running for the hills, but hold on—this is the math that matters. Ralph compares finding your NCAC to searching for buried treasure, while Lauren reminds us that chasing vanity metrics like ROAS alone is as useful as an umbrella in a hurricane.Learn why NCAC is the North Star of scaling a business, how to measure it effectively, and what tools can make the process manageable. Ad platforms love to boast about their results but your bottom line—and how much it costs to add a new customer to it—never lies.As Lauren puts it: “Fake numbers might make you feel good, but they won’t pay your bills.”Chapters:00:00:00 – Math That Matters: The Secret Ingredient for Scaling00:00:24 – NCAC: The Metric That’s Cooler Than ROAS00:01:42 – Why Calculating NCAC Feels Like Cracking a Cold Case00:02:42 – Scaling Secrets: Unlocking Business Growth with Math00:03:47 – The Re

Ralph and John are throwing conventional wisdom out the window with a mind-blowing Amazon ad case study that'll leave you questioning everything. Spoiler alert: less Amazon spend + smarter Facebook and YouTube ads = MORE revenue. It's all about contribution, not attribution, folks! This episode is packed with actionable insights, groundbreaking data, and a healthy dose of humor. Tune in to unlock the secrets of Amazon's black box and discover how to outsmart the algorithm. Your future profits will thank you. Chapters:00:00:00 - Welcome to Ralph and John’s World00:00:24 - A Feeder Strategy Unveiled00:00:39 - Data Secrets for Scaling Big00:01:23 - Cracking the Amazon Code00:02:35 - Numbers Don’t Lie: Tracking Sales00:03:19 - Behind-the-Scenes Breakdown00:04:15 - Live and In Action00:05:53 - Game-Changing Ad Revelations00:08:12 - The “Contribution vs. Attribution” Debate00:08:40 - The Brand Loyalty Puzzle00:11:12 - The Revenue Surge Experiment00:22:55 - Ad Fatigue or Audience Overload?00:33:16 - Spend Smart

Ralph Burns and Lauren Petrullo tackle the art of thinking big and hiring smart. From setting 10X goals that demand sharp decision-making to unexpected twists in virtual interviews (because you never know when someone’s hiding a cruise—or a pregnancy), they discuss building a dream team. Ralph and Lauren also talk about the importance of transparency, trust, and asking the right questions to avoid costly missteps. If you're looking to 10X your business—or just want to hire someone who’s not secretly a foot model—this episode is for you.Chapters:00:00:00 - A Curious Start: Traffic, Goals, and Grievances00:00:39 - Lofty Ideas: Why Bigger Dreams Are Easier00:02:58 - Big Hurdles: The Struggles of Thinking Big00:03:46 - The Ultimate Quest: Hiring the Perfect Fit00:05:56 - Zoom Realities: When Interviews Get Surprising00:08:48 - Radical Honesty: The Secret Sauce in Hiring00:17:03 - Building Bridges: The Art of Trust at Work00:21:04 - Looking Forward: What’s Next on the HorizonLINKS AND RESOURCES:Virtual Boss by Ral

Ralph and Lauren aren't just chatting about the weather; they're dissecting the art of achieving massive success by thinking bigger and setting ambitious goals, all based on the wisdom of "10X Is Easier Than 2X."  They're dishing out their own experiences and providing examples to prove that aiming high, playing to your strengths, and assembling a dream team can lead to mind-blowing results. Get ready to ditch those tiny, yawn-inducing goals and embrace exponential growth in 2025 – Ralph and Lauren's pep talk will leave you feeling inspired and ready to conquer the world!Chapters:00:00:00 - Foggy Views, Frozen Pipes, and Podcast Vibes00:00:40 - When Life Gives You Challenges, Make Content00:01:41 - Delegation: That Thing We Love to Hate00:04:23 - 10X Thinking: Because 2X is Boring00:06:12 - Zodiac Signs, Salesforce, and Big Ideas00:11:07 - Eckhart Tolle, Present Moments, and Toilet Epiphanies00:16:39 - Turning Dreams Into Actionable Strategies00:23:15 - Falling Forward: Embracing Intelligent Failure00:28

A digital marketing bombshell explodes as Ralph and Lauren uncover the shocking truth about the Honey browser extension. Misattributed commissions, broken partnerships, and creators unknowingly caught in the crossfire—this scandal is shaking the influencer world to its core. With Lauren’s razor-sharp analysis and Ralph’s firsthand insights, they piece together a story of deception that could rewrite the rules of affiliate marketing. You won’t believe what’s happening behind the scenes!Chapters:00:00:00 - Ralph and Lauren Have a Bombshell Revelation00:00:22 - The Scandal Exposed: What’s REALLY Happening Behind the Honey Browser Extension?00:01:38 - Honey’s Secrets: How They Pull Off This Controversial Move00:03:25 - Fallout: Creators and Affiliates Hit Hard—What’s at Stake?00:07:44 - Crossing the Line? Legal Battles and Ethical Dilemmas00:15:43 - A Marketing Reckoning: What Does This Mean for the Future of Influencers?00:20:36 - Wrapping Up the Drama: TakeawaysLINKS AND RESOURCES: Marketing Performance Indicat

Today we’re revisiting some clips from the top 6 episodes of 2024, chosen by the audience's overwhelming response. These highlights give you insights into delegation, the essence of marketing performance indicators, and groundbreaking strategies from thought leaders like Dr. Robert Cialdini. Each segment delivers strategies and principles, showcasing why these conversations resonated deeply throughout the year. Get ready for a quick yet profound dive into what made these episodes truly stand out.Chapters:00:00:00 - Looking back over 2024! Thank you For Another Year!00:05:00 - Episode 591: Is Delegation Your Kryptonite? Conquer the 4 Levels and Free Up Your Time00:13:53 - Episode 575: The Duct Tape Marketing Method: Revamping Small Business Strategies with John Jantsch00:18:35 - Episode 623: The 7 Bedrock Principles of Influence for Any Marketer with Dr. Robert Cialdini00:31:26 - Episode 630: 3 Essential Marketing Performance Indicators You’re Not Using…But Should00:38:43 - Episode 613: What Are Marketing Perf