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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

45:09

Why Your Organic Traffic Isn’t “Organic” (Brand Lift...

Perpetual Traffic ·

2026/01/06

Are you convinced your SEO is outperforming paid ads and wondering why you’re still spending six figures on Meta and Google? That assumption might be one of the worst mistakes holding your growth back. We see it all the time: brands looking at last-click data, celebrating “free” organic revenue, and completely missing what’s actually driving demand.In today’s episode, Tier 11’s John Moran breaks down a real client example showing why channel-vs-channel thinking is broken. We unpack how Meta creative

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32:33

Top 4 Perpetual Traffic Episodes Most Advertisers...

Perpetual Traffic ·

2026/01/02

As we gear up for the new year, we step back and look at the four Perpetual Traffic episodes you listened to the most in the past year and what they reveal about where digital marketing is actually headed. The selected episodes explain why AI-powered customer conversations are being underused and how Advantage+ quietly removed real targeting control.We also break down why most attribution data is misleading, even with CAPI, and what Meta’s massive AI investments mean for marketers and small

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43:32

Why Meta Is the Best Ad Platform on the Planet in...

Perpetual Traffic ·

2025/12/30

In this final part of our four-part series on why Meta remains the top platform for scaling in 2026, we continue analysing the evolution of Meta’s advertising engine. From the days of custom audience uploads in 2012 to the impact of the 2016 election and the fallout from the Cambridge Analytica scandal, these milestones have shaped the platform’s current landscape.We also explore how the iOS 14 update and the rise of TikTok have pushed Meta to adapt and innovate in ways that make 2026 the best time

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38:36

Why Meta is The Best Ad Platform on The Planet in...

Perpetual Traffic ·

2025/12/26

Do you still consider Meta a targeting platform? If so, that mindset is probably costing you scale, efficiency, and confidence in your numbers. We see too many marketers clinging to old playbooks, such as hyper-specific audiences, exclusions, and lookalikes, without realizing the platform has fundamentally changed. In this episode, we continue our discussion on the evolution of Meta advertising, from the early days of right-hand rail ads and insane third-party data to what’s happening right now. We

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24:53

Why Meta Is the Best Ad Platform on the Planet in...

Perpetual Traffic ·

2025/12/23

We continue our discussion on why Meta is still the most powerful ad platform and what to expect in the coming year. We break down how Facebook figured out monetization, from early Microsoft deals and disastrous missteps like Beacon to right-hand rail ads and the moment ads entered the newsfeed.We’ll walk you through the desktop era, the transition to mobile, and why Meta’s make-or-break moment before its IPO changed everything about how ads work today. Plus, we connect the dots to what’s happening

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54:11

Why Meta is The Best Ad Platform on The Planet in...

Perpetual Traffic ·

2025/12/19

Meta’s global reach and heavy AI investments give it an undeniable edge over other digital marketing platforms. In today’s episode, we are exploring how Meta’s ongoing innovations will reshape advertising in 2026 and what this means for your business or agency.Lauren shares her firsthand experience testifying at a House subcommittee about how Meta’s AI tools are helping small businesses scale. We unpack why Meta's capabilities (like Andromeda) are game-changers for businesses that overcome AI fears

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48:30

The #1 Critical Element Missing from Your 2026...

Perpetual Traffic ·

2025/12/16

Set up your business for success with our Creative Diversification Package. You’ll get 30+ fresh creatives monthly in 10 high-converting formats plus free access to media buying and Tier 11’s Data Suite: https://tiereleven.com/cdAre you ready for 2026? Many businesses are focusing on the wrong things right now, but setting specific, measurable goals today could set you up for massive growth next year. In this episode, we share the importance of goal-setting and how it should be the top priority as

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46:48

The New Meta “Feeder Strategy” That Breaks Andromeda...

Perpetual Traffic ·

2025/12/12

Meta's new Andromeda retrieval engine demands REAL creative diversity. Get Tier 11’s Creative Diversification Package and access Media Buying + Data Suite for FREE:https://tiereleven.com/cdIs Meta forcing all your ad spend into one product, regardless of what you actually want to scale? What if the very thing limiting your business isn’t your ads or your offer but the algorithm you’ve been unintentionally training?In this ad lab session, John Moran breaks down how we rebuilt a campaign architecture

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36:31

The #1 Communication Book Everyone Needs to Read in...

Perpetual Traffic ·

2025/12/09

Do you ever feel like your marketing messages aren’t landing? What if the real issue isn’t the message itself, but how you’re communicating it? In today’s episode, we explore the art of communication with Charles Duhigg, the New York Times bestselling author of The Power of Habit and Super Communicators.Charles shares how understanding different types of conversations can help you connect with your audience, build trust, and make your marketing more effective. We touch on how this concept applies to

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48:53

5 Secrets of AdRoll's CTV Breakthrough REVEALED With...

Perpetual Traffic ·

2025/12/05

It’s time to draw your 2026 marketing plan, and we want to help you maximize profits with Meta ads. We’re offering you 30 monthly deliverables,10 ad types, media buying, and access to Tier 11’s Data Suite before the year ends.Claim your Creative Diversification Package now at: https://www.tiereleven.com/cdAre you trying to squeeze every last bit out of Meta, Google, and TikTok but still missing a piece of the growth puzzle? What if one of the most powerful performance channels is hiding in plain

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41:45

STOP: Analyze These 3 Crucial Buyers Post-BFCM to...

Perpetual Traffic ·

2025/12/02

As the BFCM dust settles, it’s time to plan for Q4 and 2026. We’re offering you 30 monthly deliverables, 10 ad types, media buying, and access to Tier 11’s data suite to help you maximize profits with Meta ads.Claim your Creative Diversification Package at: https://www.tiereleven.com/cdRecord Black Friday sales don’t mean anything if you shredded your margins to get there. In this episode, we reveal the hidden metrics behind a profitable BFCM, from average order value segmentation to subscription

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35:45

The New Meta GEM Update + The Secret to Meta’s...

Perpetual Traffic ·

2025/11/28

With the latest GEM and Andromeda updates, creative diversification is the only way to crack Meta's algorithm. We’re offering you 30 monthly deliverables,10 ad types, media buying, and access to Tier 11’s data suite to help you stay ahead.Get our exclusive Creative Diversification Package at: https://www.tiereleven.com/cdThe days of throwing up a simple product photo to your Meta ads and hoping for conversions are long gone. If you’re not diversifying your creative strategy, your results will

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32:37

The New Meta GEM Update + The Secret to Meta’s...

Perpetual Traffic ·

2025/11/26

Creative diversification is now the primary lever that Meta is rewarding. You need at least 30+ fresh concepts per month to unlock the algorithm's full potential. Our Creative Diversification Package will give you that and more.Check out the offer at: https://www.tiereleven.com/cdMeta’s latest update will fundamentally change how your ads are ranked, served, and scaled. However, most advertisers don’t even know it’s already live. This week, I’m joined by Andrew Foxwell, one of the sharpest Meta

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25:11

SaaS Case Study: The Lazy Way to a 26.31 MER Using...

Perpetual Traffic ·

2025/11/21

Creative diversity is a must to crack Meta's new Andromeda algorithm and dominate your market. We’re offering you 30 monthly deliverables, 10 ad types, media buying, and access to Tier 11’s data suite to help you stay ahead.Get our exclusive Creative Diversification Package at: https://www.tiereleven.com/cdAre you really getting the most out of your ad spend? What if you could drastically reduce your ad budget while seeing better returns? Well, in today’s episode, I’m walking through a real SaaS

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27:15

How We Slashed nCAC $44 to $25 in 10 Days with Meta...

Perpetual Traffic ·

2025/11/18

John Moran joins us this week as we unpack how the Andromeda model is reshaping media buying, why creative diversification is no longer optional, and how three rapid rounds of creative iterations dropped CPA from $44 to $25 in just 10 days. We walk you through the exact playbook we used to achieve these results.If you’ve ever paused an ad because it “spent too much,” or you’re still clinging to last-click thinking, John’s proven strategy will change how you build campaigns. We break down what’s

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34:17

The Invisible AI Underbelly That No Marketer Knows...

Perpetual Traffic ·

2025/11/14

Meta's Andromeda update has disrupted digital marketing for good. But, we've cracked the code! We’re offering you 30 monthly deliverables,10 ad types, media buying, and access to Tier 11’s data suite to help you stay ahead.Get our exclusive Creative Diversification Package at: https://www.tiereleven.com/cdAI is not a buzzword. It is not a passing trend. It’s the future of marketing. In this episode, we explore why big tech companies are pouring billions into artificial intelligence and how it’s

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31:33

The Invisible AI Underbelly That No Marketer Knows...

Perpetual Traffic ·

2025/11/11

While other advertisers scramble to figure out Meta's Andromeda update, we've cracked the code! Our Creative Diversification Package will increase your ads’ reach by 50%+ and save you over $330k on agency fees.Join the winning 0.01% businesses now at: https://www.tiereleven.com/cdDo you feel overwhelmed by the speed of AI advancements? The tech world is evolving rapidly, making it a challenge to keep up, especially with giants like Meta and Google leading the charge. AI is the future of digital

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35:59

The #1 Mistake That's Secretly Killing Your Meta...

Perpetual Traffic ·

2025/11/07

Stop losing money on ads! Grab your copy of Tier 11’s FREE calculator with all the actors and formulas you need to determine the most important metric in your marketing efforts.Download Your nCAC Calculator Now: https://www.tiereleven.com/ncacJoining us today is Cole Turner, Growth Strategist at Tier 11. We break down how incorrect nCAC (New Customer Acquisition Cost) calculations can make you believe you're profitable when you’re actually hemorrhaging cash. Cole walks us through a real-world

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38:09

FIRE Your Media Buyer: The Fix for Wasted Ad Spend

Perpetual Traffic ·

2025/11/04

Unlock the ultimate marketing advantage with Tier 11's Creative Diversification Package! Get 30 monthly deliverables,10 ad types, and access to the Tier 11 data suite. Available exclusively for 11 lucky businesses at: https://www.tiereleven.com/applyAre media buyers becoming obsolete? With Meta’s Andromeda update and AI automating campaign optimization, most marketers are still stuck tweaking ads while missing the real levers that drive growth. If you’re still relying on Ads Manager, you’re already

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43:33

Stop Losing Clients! Master Saying the Quiet Part Out...

Perpetual Traffic ·

2025/10/31

Have you ever been in a negotiation and felt like you were just begging to close the deal? Oren Klaff, the master of persuasion and author of Pitch Anything, is back to show us how to take control of high-stakes business conversations.We talk about the power of "status" in negotiations and how framing your offer makes all the difference. Oren breaks down the distinction between physical and cognitive status and how to leverage both to your advantage, all while keeping your confidence high and ego in

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