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PODCAST

Perpetual Traffic

Perpetual Traffic is a twice weekly podcast for CMOs, marketing directors, and business owners who want to master paid advertising, scale their businesses profitably and stay one step ahead of the shifting paid advertising landscape of today. Hosted by Ralph Burns (CEO of Tier 11, managing $200M+ in ad spend) and Lauren Petrullo (award-winning CEO of Mongoose Media), the show covers digital marketing strategy, paid traffic optimization, and performance marketing, featuring expert interviews, case

business marketing

All Episodes

28:38

Part 2 - The 5 Step Formula to Determine Your nCAC

Perpetual Traffic ·

2025/02/04

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

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26:03

DeepSeek Explained: What Marketers Need to Know

Perpetual Traffic ·

2025/01/31

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

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38:44

The 5 Step Formula to Determine Your nCAC

Perpetual Traffic ·

2025/01/28

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

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01:04:31

The #1 Secret to Spending Less and Making More on Amazon

Perpetual Traffic ·

2025/01/24

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

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26:07

Avoid This 1 Common Hiring Mistake at Your Own Peril

Perpetual Traffic ·

2025/01/21

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

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36:27

How to Make Your Present Better by Making Your Future...

Perpetual Traffic ·

2025/01/17

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

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25:35

[EXPOSED] What You Need to Know About The Honey Scam

Perpetual Traffic ·

2025/01/14

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

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49:17

The Best of Perpetual Traffic 2024

Perpetual Traffic ·

2025/01/10

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

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54:27

3 Astonishing New TikTok Features You Didn’t Know...

Perpetual Traffic ·

2025/01/07

Ralph 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

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48:07

7 Killer Digital Marketing Predictions for 2025 (And...

Perpetual Traffic ·

2025/01/03

This 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

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40:35

7 Killer Digital Marketing Predictions for 2025 (And...

Perpetual Traffic ·

2024/12/31

In 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

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27:34

MUST Listen! The Top 5 Most Engaging Perpetual...

Perpetual Traffic ·

2024/12/27

Today, 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

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35:21

How The Tier 11 Data Suite Pinpointed $2,304,177 in...

Perpetual Traffic ·

2024/12/24

Ralph 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

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25:50

90% CPA Reduction? Yes, please. How You Can...

Perpetual Traffic ·

2024/12/20

Ralph 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

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34:10

[WARNING] The 3 Cataclysmic Ad Category Changes...

Perpetual Traffic ·

2024/12/17

Ralph 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.Chapters00:00:00 - Opening

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01:05:08

5 Irresistible Shopify Features You NEVER Knew...

Perpetual Traffic ·

2024/12/13

Ralph 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

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31:41

Finally! How to use Google Ads for Lead Generation

Perpetual Traffic ·

2024/12/10

Ralph 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.Chapters00:00:00 - Feeder Strategy 101: Not Your Average Marketing

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43:18

The #1 Thing You’re NOT Doing Right Now to Crush It...

Perpetual Traffic ·

2024/12/06

Ralph 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!Chapters00:00:00 The Starting Line: Welcome to the

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01:03:02

How to Solve Your Digital Marketing Attribution...

Perpetual Traffic ·

2024/12/04

Ralph 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

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33:22

Fix These 17 Biggest Mistakes You Are Making Right...

Perpetual Traffic ·

2024/11/29

On today’s show, Ralph and Lauren are talking about the game-changing potential of the Facebook (Meta) Pixel. They’re breaking down the evolution of the Meta Pixel, the differences between standard events and custom conversions, and the often-missed opportunities in advanced tracking. Marketers, tune in to hear how to escape the "muck of mediocrity" and avoid the "data drought" by feeding the algorithm the right data. If you’re ready to stop wasting ad spend and start optimizing your campaigns like

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