Ralph and Lauren wrap up their series on measuring marketing performance indicators (MPIs). They discuss the nuances of cost-per-click (CPC) and in-app metrics, addressing the importance of tracking engagement in ads and understanding the impact of outbound clicks. Ralph and Lauren also talk about the often-overlooked value of instant experience ads, a powerful tool for enhancing engagement and reducing costs. For those running ads across multiple platforms, they explain how to use data to refine campaigns and drive better results. Tune in to hear how small tweaks can lead to big gains in digital marketing!

Chapters

• 00:00:00 - Welcome! Ralph and Lauren Discuss Exciting Podcast Travel Plans
• 00:01:22 - Kicking Off the Final Chapter on MPIs
• 00:02:20 - In-App ROAS: When It Matters and When It Doesn’t
• 00:03:49 - CPC Breakdown: What Are You Really Paying For?
• 00:05:53 - Instant Forms and the Meta Metrics Mystery
• 00:09:17 - The Frustration of Meta’s Untracked Instant Form Clicks
• 00:13:35 - Deconstructing Click Metrics for Better Ad Performance
• 00:17:59 - Unlocking the Power of Instant Experience Ads
• 00:25:55 - Mastering Full Funnel Advertising Strategies
• 00:31:52 - Wrapping Up with a Call to Action and What’s Next

LINKS AND RESOURCES:

• Get Your Marketing Performance Indicators™ Checklist Now!
• Tier 11 on YouTube
• Clicks (all)
• Know the difference between "Clicks (all)" and "Link clicks"
• Troubleshoot the difference between link clicks and outbound clicks
• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks 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!

Ralph Burns and Lauren Petrullo are discussing TikTok's role in performance marketing. They are joined by Jorge Ruiz, Global Head of Marketing Science at TikTok, and Adolfo Fernández, Global Product Strategy & Operations at TikTok. They talk about how the platform is moving beyond its reputation as a top-of-funnel awareness tool. They also discuss TikTok features aimed at helping businesses achieve full-funnel success, integrating automation, vertical-specific strategies, and enhanced creative tools powered by AI. They focus on the importance of shifting from media-focused metrics to business outcomes, making the case for TikTok as a valuable tool for driving real-world results across industries. This episode is packed with insights for marketers looking to maximize the platform's potential for growing their businesses!

Chapters:

• 00:00:00 – Kicking Off the Perpetual Traffic Podcast
• 00:01:18 – Special TikTok Guests in the House!
• 00:02:24 – Meet Jorge Ruiz & Adolfo Fernández from TikTok
• 00:04:37 – TikTok's Growing Influence on Performance Marketing
• 00:07:24 – Why We’re Redefining What Performance Marketing Means
• 00:09:00 – Blurring the Lines Between Branding and Performance
• 00:10:48 – How Consumer Behavior is Changing Marketing Strategies
• 00:12:32 – The Shift from Media KPIs to Business KPIs
• 00:14:11 – TikTok's Role in Driving Business Outcomes
• 00:16:15 – Breaking Free from Last Click Attribution Models
• 00:18:29 – Convergence of Branding, Commerce, and Performance
• 00:22:30 – TikTok's Unique Approach to Full Funnel Marketing
• 00:24:03 – TikTok's Vision: Where Marketing Meets Commerce
• 00:32:42 – Unlocking the Secrets of Measurement Systems
• 00:34:45 – How Creative Content Drives Success on TikTok
• 00:36:48 – TikTok Symphony: AI Meets Human Imagination
• 00:42:08 – Building a Full Funnel Strategy with TikTok
• 00:47:29 – Using Post Purchase Surveys for Attribution Mastery
• 00:51:56 – The Secret Sauce: TikTok’s Unmatched User Engagement
• 00:56:51 – What’s Next for TikTok? A Peek into the Future of Marketing
• 01:02:51 – Wrapping Up: Key Takeaways & Final Thoughts

LINKS AND RESOURCES:

• Grow Your Brand with TikTok Ads
• Get the TikTok Performance & Measurement Checklist!
• Tier 11 on YouTube
• Attribution Overview
• Shopper Approved
• KnoCommerce
• Jorge Ruiz on LinkedIn
• Adolfo Fernández on LinkedIn
• Meet TikTok Symphony, our new Creative AI suite
• PT on Telegram
• Tier 11 Jobs
• Perpetual Traffic on YouTube

Ralph and Lauren are diving into VidSummit! Lauren attended and is sharing insights from the creator space. They explore the power of consistency, endurance, and data-driven strategies for YouTube success, touching on examples of creators who grew massive followings through relentless focus and adaptation. Ralph and Lauren discuss the importance of staying committed while being open to pivoting when necessary, all while staying attuned to the evolving landscape of content creation. Whether you're a seasoned creator or just starting, you’ll walk away with great advice for building long-term success!

Chapters

• 00:00:00 – Kicking Off with Ralph and Lauren: Welcome to Perpetual Traffic
• 00:00:26 – Frustration Friday: From 9 Hours of Sleep to Karaoke All-Nighters
• 00:01:32 – VidSummit Takeaways: Free Swag, Smoothie Channels, and Elevator Rides
• 00:02:48 – Creator Insights: How Consistency Builds YouTube Giants
• 00:10:28 – The Hard Truth: You Need Grit and Resilience for Long-Term Success
• 00:12:10 – Obsess Over the Data: How YouTubers Crack the Code
• 00:16:45 – Real Talk: Why Consistency Alone Won’t Guarantee Success Without Market Insight
• 00:20:08 – Is Your Market Shrinking? Knowing When to Pivot or Press On
• 00:28:13 – Wrapping Up: Lessons, Links, and What Comes Next on Perpetual Traffic

LINKS AND RESOURCES:

• Get Your Marketing Performance Indicators™ Checklist Now!
• Tier 11 on YouTube
• Fenitas
• Fenitas on YouTube
• Mr. Beast on YouTube
• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks 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!

Ralph and John dive into an advanced YouTube live session packed with tactical insights for Google Ads professionals. In this episode, they reveal a powerful two-step strategy designed to outmaneuver Google’s algorithm, ensuring maximum efficiency and scalability in campaigns. They break down the critical roles of manual CPC and TROAS bidding strategies, showing how to use manual CPC to secure the first click and TROAS for precise retargeting. The discussion is rich with actionable advice, including the benefits of managing separate campaigns, the significance of click shares, and the strategic use of broad match versus exact match keywords. Ralph and John also tackle pressing audience questions, offering expert guidance on handling unstable e-commerce inventory, optimizing add-to-cart events, and effectively balancing P-Max with standard shopping campaigns. This episode is a must-listen for digital marketers looking to elevate their Google Ads game.

Chapters:

• 00:00:00 - Introduction to the Perpetual Traffic Podcast
• 00:00:13 - Why YouTube Lives are Essential for Staying Ahead in Google Ads
• 00:03:28 - Audience Engagement: Real-Time Insights and Interaction
• 00:04:39 - Company Updates: Legal Matters and Growth Strategies
• 00:07:47 - Unveiling the Two-Step Strategy to Outsmart Google’s Algorithm
• 00:09:45 - Using TROAS for Targeted Retargeting
• 00:12:15 - Broad Match vs. Exact Match Keywords
• 00:15:44 - Mastering Campaign Performance: Optimization Techniques Explained
• 00:17:02 - The Challenge of Scaling Without Losing Profitability
• 00:21:15 - How Click Share Affects Ad Visibility and Spend
• 00:25:30 - Strategies for Scaling Campaigns Beyond Initial Success
• 00:29:05 - Addressing Google’s Price Fixing in Ad Auctions
• 00:31:05 - Decoding Google’s Bidding Strategies and Classifications
• 00:32:59 - Proven Tactics for Scaling Your Google Ads Campaigns
• 00:34:14 - How to Prioritize Campaigns for Maximum Impact
• 00:36:40 - Expert Q&A: Tackling Google Ads Challenges and Best Practices
• 00:38:15 - Dealing with E-commerce Sites and Unstable Inventory
• 00:41:00 - Managing the Balance Between P-Max and Standard Shopping Campaigns
• 00:43:20 - Best Practices for Scaling Google Ads Campaigns
• 00:46:10 - Excluding Existing Customers from Campaigns
• 00:47:25 - Running Standard Shopping Campaigns with P-Max
• 00:50:35 - Effectiveness of Micro Conversions in Google Ads
• 00:53:09 - Addressing Unstable Inventory in E-commerce Campaigns
• 00:57:12 - Rapid Fire Q&A: Quick Solutions to Common Google Ads Issues
• 00:59:13 - Wrapping Up: Key Takeaways and Next Steps

LINKS AND RESOURCES:

• Get Your Marketing Performance Indicators™ Checklist Now!
• Tier 11 on YouTube
• Remarketing Lists for Search Ads (RLSA): What You Need to Know
• About Target ROAS bidding
• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Mongoose Media

Ready to crush Black Friday and Cyber Monday? Join Ralph Burns and Lauren Petrullo as they reveal the secret sauce to early prep, irresistible offers, and creative lead gen that will make your competitors wish they started in July. Whether you're bringing the Gucci-level discounts or just a fruit salad, we've got the strategies to make sure you win big. Tune in and get ready to own Q5!

Chapters

• 00:00:00 - Welcome to the Black Friday Strategy Session
• 00:01:00 - July is the New November: Early Prep Insights
• 00:03:25 - The Real Cost of Black Friday: Why Preparation Starts Now
• 00:06:15 - How to Win Q5: Lead Gen Strategies that Last
• 00:09:45 - Gucci Discounts vs. Fruit Salad: Crafting Irresistible Offers
• 00:15:20 - Testing Grounds: Why Labor Day Sales Set the Stage for Success
• 00:25:05 - Quizzes, Lead Magnets, and the Power of Archetypes
• 00:27:55 - Know Your Audience: Targeting and Content Roadmaps
• 00:28:55 - Master the Art of Engaging Content: Quizzes and Beyond
• 00:29:55 - The Secret Sauce: Balancing Value with Sales Pitches
• 00:31:15 - Personal Stories, Big Lessons: Making Your Brand Relatable
• 00:33:20 - Lead Magnets That Work: From Creative Discounts to Real Value
• 00:38:15 - Brand Differentiation: Standing Out in a Crowded Market
• 00:45:00 - Winning Strategies for Major Sales Events: From Black Friday to Cyber Monday
• 00:47:55 - Last-Minute Tips: Make the Most of Your Campaigns
• 00:49:35 - Final Thoughts: Don't Miss Out on the Biggest Sales Week of the Year

LINKS AND RESOURCES:

• Get Your Marketing Performance Indicators™ Checklist Now!
• Tier 11 on YouTube
• Tidio Black Friday Facts & Cyber Monday Stats [Report 2024]
• Leather Up
• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks 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!

Dr. Robert Cialdini, the renowned author of Influence and Pre-Suasion, shares his groundbreaking principles of ethical persuasion. Delving into the psychology behind why people say "yes," Cialdini explains how small changes in your approach can lead to significant improvements in marketing, sales, and overall influence. From understanding the power of reciprocity to leveraging social proof and authority, this conversation is packed with actionable insights that can transform your business strategies and elevate your impact.

Chapters:

• 00:00:00 - Welcome to Perpetual Traffic Podcast!
• 00:00:32 - Meet Dr. Robert Cialdini: The Godfather of Influence
• 00:02:01 - How a Broken Pen Shaped Dr. Cialdini’s Career Path
• 00:05:47 - Unveiling the Seven Principles of Persuasion
• 00:07:26 - Why Reciprocation and Liking Drive Influence
• 00:09:36 - Harnessing Authority and Social Proof for Better Marketing
• 00:12:51 - The Role of Scarcity and Commitment in Decision Making
• 00:17:26 - The Power of Unity in Ethical Influence
• 00:24:15 - Learning from Past Mistakes: A Key to Credibility
• 00:25:38 - Admitting Weakness: A Surprising Strength in Persuasion
• 00:26:53 - The Subtle Power of Language in Influence
• 00:30:49 - Why Reviews Matter: The Psychology Behind Feedback
• 00:34:05 - The Towel Study: A Real-World Example of Social Proof
• 00:36:22 - Why Timeless Principles of Influence Still Work Today
• 00:42:50 - How to Connect with Dr. Cialdini and Learn More
• 00:44:24 - Wrapping Up: Key Takeaways and Final Thoughts

LINKS AND RESOURCES:

• Cialdini Website
• Influence: The Psychology of Persuasion
• Pre-Suasion: Channeling Attention for Change
• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks 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!

Ralph Burns and Lauren Petrullo are discussing a game-changing approach to lead generation. They talk about the pitfalls of chasing high volumes of leads and the importance of filtering out unqualified prospects right from the start. They are going to guide you on how to focus on attracting only those who truly matter to their business. If you’re wanting to refine your marketing tactics and maximize the effectiveness of your campaigns, then tune in to this episode. Rethink your lead generation and align your efforts with quality over quantity!

Chapters:

• 00:00:00 - Welcome to Perpetual Traffic: The Ultimate Guide for Smart Marketers
• 00:01:00 - Unveiling the Wicked Smart Award: What's Behind the Win?
• 00:03:00 - The Real Value of Leads: Why Quantity Isn't Everything
• 00:04:31 - Mastermind Insights: Tactics That Drive Real Results
• 00:05:42 - Lead Generation Revolution: Implementing Conditional Logic
• 00:12:52 - Real-World Applications: How the Pros Do It
• 00:15:16 - Maximizing Your Meta Campaigns: From Ads to Leads
• 00:18:31 - Stop Wasting Time: Eliminate Delays in Your Sales Funnel
• 00:19:21 - Case Study Spotlight: Beauty Brand & Acting Program Success
• 00:20:24 - Delivering the Right Content: Tailoring to Your Audience
• 00:22:40 - Counterintuitive Marketing: Strategies That Defy the Norm
• 00:29:27 - Harnessing the Power of Algorithms: What You Need to Know
• 00:32:46 - Wrapping Up: Key Takeaways and Final Thoughts

LINKS AND RESOURCES:

• Get Your Marketing Performance Indicators™ Checklist Now!
• Tier 11 on YouTube
• How to create a lead ad using Meta Ads Manager
• Duct Tape Marketing Revised and Updated: The World's Most Practical Small Business Marketing Guide
• Episode 575: The Duct Tape Marketing Method: Revamping Small Business Strategies with John Jantsch
• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Solutions 8
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks 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!