Perpetual Traffic

Join John Moran, a digital marketing guru formerly at Solutions Eight, as he discusses why ROAS is a relic. He reveals a new, more reliable metric essential for scaling your business effectively. Dive into strategies for using Meta and Google in harmony to boost conversions, and uncover the importance of multi-channel attribution. With real-world case studies and focused budgeting tactics, Moran emphasizes treating marketing as an investment. Get ready to rethink your approach and maximize ad performance like a pro!

John Moran, a growth strategist and Google Ads expert at Tier 11, challenges the prevailing wisdom around Return on Ad Spend (ROAS). He explains why this traditional metric may be holding businesses back and advocates for new, more effective measures like Media Efficiency Ratio (MER) and New Customer Acquisition Cost (NCAC). Moran emphasizes the importance of a multi-channel, client-centric approach in performance marketing, urging marketers to focus on sustainable growth and profitability instead of vanity metrics.

Ian Garlic, the founder of Video Case Story and a leading expert in video marketing, shares insights on leveraging video to boost sales more effectively. He emphasizes that simply creating more videos isn't enough; a strategic approach is crucial. Ian discusses how to map the customer journey and the importance of post-purchase engagement. He highlights the four essential videos every business needs, the impact of AI in marketing, and how to ethically use fear in marketing to drive conversions.

Join Josh Hill, VP of Thriving People at Tier 11 and an expert in recruitment strategies, as he unveils powerful hiring tactics. He explains why aligning candidates with core values is crucial. Discover how to leverage LinkedIn for outreach and automate your hiring with tools like JazzHR. Learn the art of crafting knockout questions to filter applicants efficiently. With insights on discovery calls and the balance between AI and human judgment, this discussion is a must for anyone looking to hire smarter and faster.

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. Slow CLV Payback Periods & What They Mean00:17:54 - Transition to Determining Customer Acquisition Cost (CAC)00:26:40 - Finding the Right Balance Between CLV and CAC for Growth00:29:52 - Key Takeaways: The 3:1 Rule for Scaling ProfitablyLINKS AND RESOURCES:Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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:Unbounce - Code PT10off

John Moran, an e-commerce expert, shares his invaluable insights into scaling brands and optimizing profitability. He discusses the critical balance between new customer acquisition costs and lifetime value. The conversation reveals how subscription models and strategic Amazon integration can drive growth. Moran emphasizes the importance of churn rate analysis and pricing strategies to enhance profitability. Listeners learn actionable tactics for leveraging Google-to-Amazon ads and optimizing visibility, ensuring long-term success in e-commerce.

Ralph and Lauren dive into Meta's audience segmentation, revealing why in-app metrics can mislead your ad strategies. They discuss the crucial distinctions between new, engaged, and existing customers that impact your ad spend. Lauren shares surprising insights on how many brands are faltering in AI-driven customer engagement. They highlight the necessity of external tools to verify metrics, advocating for skepticism towards performance data provided by Meta. Expect critical insights sprinkled with humor and practical tips to optimize your advertising efforts.

Josh Hill, VP of Employee Success at Tier 11 and former Australian military captain, shares his expertise in building high-performing teams. He presents a foolproof framework for hiring A+ players, emphasizing the need to align core values and avoid emotional biases. Josh discusses the critical steps that prevent hiring chaos and advocates for a structured process over gut instincts. Plus, he dives into how to see new hires as valuable investments and the impact of AI on the recruiting landscape, all while keeping the conversation lively and engaging.

Cameron Campbell, a top-tier media buyer at Tier 11, shares his expertise in optimizing Meta ads and data strategies. He discusses why many brands mistrack their ad data and highlights critical metrics like New Customer Acquisition Cost (NCAC). Cameron also compares Tier 11's Data Suite with Meta’s Conversions API, revealing the revenue potential being overlooked. He offers strategies for creative testing and scaling, helping eComm brands avoid costly mistakes and make data-driven decisions for growth.

Join Ralph and Lauren as they dissect the most bizarre and cringe-worthy Super Bowl ads from this year. From a disturbing Coffee Mate tongue ad to Tubi’s wild cowboy-themed mishap, they cover it all. They also delve into the unexpected political statements in ads, including a Canadian commercial that stood out. Plus, they reflect on the emotional highs and lows of advertisements, and Tom Brady's jaw-dropping watch deal. This candid critique reveals what works, what doesn't, and why we can't stop watching.