Perpetual Traffic
Tier 11
Perpetual Traffic is a twice weekly podcast that shares cutting-edge strategies on acquiring leads and sales for your business. The show is produced by Tier 11 and hosted by Ralph Burns and Lauren Petrullo. Traffic is the act of putting your product, service, or message in front of your target audience…it’s the act of acquiring customers online while also building goodwill, and is the lifeline of any business. So, whether you’re a media buyer yet to create your first Facebook or Instagram ad, a Director of Marketing or CMO managing a team of marketing specialists, or a CEO growing your business on your own, you’ll discover actionable strategies that can be applied today. Perpetual Traffic combines the traffic strategies developed at Tier 11 with the real-life agency experience of the hosts. Listen to real stories of business owners and marketing executives just like you how they overcame struggles with digital marketing and online advertising. Learn how to make Facebook advertising, Instagram advertising, YouTube advertising, Twitter advertising, Google AdWords advertising, LinkedIn advertising, (and more) work for your business.
Episodes
Mentioned books
May 30, 2025 • 34min
Decoding Meta AI: What Llama and Their NEW App Mean for You
Dive into the world of AI as Ralph and Lauren discuss Meta's monumental $65 billion investment. Hear firsthand insights from a Congressional talk on AI's impact on small businesses. Discover how tools like Llama and a new in-app AI assistant are reshaping communication and marketing strategies. From personalized chats in WhatsApp to using AI for emotional support, the potential for transformative growth is immense. Get ready for practical tips on crafting effective AI prompts and how to leverage these innovations before your competition does!
17 snips
May 27, 2025 • 35min
The Least Sexy Task in Marketing You Must Do Now!
Dive into the world of digital advertising and discover why tracking is the unsung hero of marketing success. Explore the messy realities of Meta event setup and learn how basic mistakes can derail your campaign. Uncover the insights behind Event Match Quality and how server-side tagging with CAPI can rescue your data strategy. Plus, find out the surprising shifts from pixel IDs to data set IDs and why purposeful event placement is key. Get ready for a deep dive into effective tracking to enhance your marketing prowess!
May 23, 2025 • 47min
Beauty & Wellness Creative Domination: The 3-Step Formula
Lauren Schwartz, a Paid Media Creative Expert and founder of The Loft 325, joins Ralph Burns to unveil a powerful 3-Step Creative Formula tailored for beauty and wellness brands. They discuss the importance of auditing creative assets to pinpoint conversion gaps. Lauren emphasizes aligning brand messaging across platforms to enhance engagement and drive results. Listeners learn how to simplify their advertising strategies while maintaining brand consistency. Discover actionable insights designed to help brands stand out in a competitive landscape.
May 20, 2025 • 44min
[Case Study]: 5 Steps to High-Converting On-Brand Beauty & Wellness Ads
Lauren Schwartz, a creative director at Tier 11, specializes in scaling beauty brands with strategic advertising. In this insightful discussion, she reveals how aesthetics can mislead brands into overlooking performance, costing them revenue. Learn about innovative solutions for curly hair care and the vital role of targeted messaging that speaks to consumer pain points. Schwartz also emphasizes the importance of testing creative strategies and collaborating with the right creators to enhance brand trust and engagement, offering a framework for effective ads that drive conversions.
May 16, 2025 • 1h 7min
[Breaking]: How to Test (& De-Dupe) Meta Advantage+ Campaigns with 100% Accuracy
Join John Moran, a Google Ads expert from Tier 11, as he shares insights on a game-changing Meta ad tactic, the CAPI import strategy. He discusses how to eliminate costly data duplication and accurately track new customer acquisition costs. John emphasizes the importance of effective campaign architectures and offers tips on scaling Advantage+ campaigns with precision. Plus, he shares real-world results from recent Meta campaigns and innovative strategies for optimizing ad performance, especially for eCommerce.
May 13, 2025 • 36min
What’s Working Now: Meta Andromeda Update, TikTok Shop Ads & Pornhub Ads?
Discover the transformative power of Meta's Andromeda algorithm as it automates ad campaigns, shaking up media buying strategies. Explore the rise of TikTok, the untapped potential of platforms like Pornhub, and the importance of personalized ads that truly connect. Unpack how businesses must adapt their marketing to stay competitive, even finding success in unexpected places like Threads. With actionable insights on e-commerce, lead qualification, and community engagement, this discussion is a treasure trove for marketers ready to thrive in the digital landscape.
23 snips
May 9, 2025 • 39min
Selling Your Agency for $10M+: The Untold Obstacles Revealed with Chris Martinez
Chris Martinez, founder of Bloom Partners and mastermind behind Agency Freedom Live, dives deep into the challenges facing digital marketing agencies. With over a decade of experience, he highlights how unrealistic promises and superficial metrics harm the industry. Chris emphasizes the need for genuine accountability, effective team roles, and data-driven decision-making. He also discusses the importance of client retention and setting measurable goals for agency growth, providing a clear roadmap for achieving profitability and preparing for a successful sale.
May 6, 2025 • 28min
How To Tariff-Proof Your Beauty & Wellness Brand with Lauren Schwartz
Lauren Schwartz, Head of Creative Strategy at Tier 11 and founder of The Loft 325, dives into the tough landscape facing beauty and wellness brands in 2025. She discusses how to navigate staggering tariffs of up to 145% while maintaining product integrity. Authentic advertising is key, utilizing founder stories and behind-the-scenes content to build trust. Lauren also shares effective retention strategies and the importance of transparency in pricing, providing practical tactics for brands to thrive amidst uncertainty.
41 snips
May 2, 2025 • 1h 1min
How Meta Ads Are Changing Forever: Advantage+ & cAPI Subterfuge REVEALED!
John Moran, a Meta Ads and Google Ads expert from Tier 11, shares insights on transformative changes in Meta's advertising platform. He discusses how Advantage+ campaigns are reshaping manual controls for marketers. With over $1 million in ad spend analysis, John uncovers the impact of AI and first-party data on ROI. He also reveals a game-changing custom event system that optimizes tracking and attribution. This conversation is a vital guide for marketers navigating Meta’s evolving landscape.
Apr 29, 2025 • 56min
How to Acquire New Customers Profitably Using The nCAC Calculator
Nick Miller, Head of Traffic at Tier 11 and former pro musician, dives into the revolutionary nCAC (New Cost to Acquire a Customer) calculator. He emphasizes its importance over outdated metrics like ROAS, showcasing how it can optimize ad spend and drive smarter marketing decisions. Nick also discusses customer lifetime value and the intricacies of cost management, revealing the secrets behind Tier 11's success. Get ready for insights that can transform your customer acquisition strategy and unlock growth through smarter metrics!
