Perpetual Traffic By Digitalmarketer | Facebook Advertising | Social Media Marketing | Digital Marketing I

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 a pro, this episode delivers everything you need—no fluff, just results.Chapters00:00:00 - Kickoff: Why This Episode Will Change Your Strategy00:00:33 - The Hidden Power of the Facebook Pixel00:01:58 - Meta Pixel: What You Never Knew About Its History00:03:12 - Standard Events vs. Custom Conversions: A Critical Comparison00:04:53 - Unpacking Standard Events: Insights You Can’t Miss00:08:21 - Advanced Tracking: The Secret Sauce of Custom Conversions00:10:21 - Real-World Examples: How Tracking Transforms Strategy00:1

Ralph and Lauren tackle the challenges marketers and business owners face when managing lead generation and sales processes. They break down the critical differences between Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs) and share actionable strategies for optimizing ad algorithms and leveraging CRM data effectively. The conversation highlights the power of transparency and alignment within teams and with agency partners to maximize ROI. With a focus on practical insights, they also explore how to use standard events in digital advertising to improve lead quality and drive better business outcomes.Chapters:00:00:00 - Kickoff: Welcome to an Unfiltered Dive Into Marketing Strategies00:01:00 - Listener Reviews: What You’re Saying About the Show00:03:50 - Constructive Criticism: Turning Feedback Into Actionable Insights00:08:40 - MQL vs. SQL: Why Knowing the Difference Changes Everything00:18:05 - MPI Checklist Unpacked: The Simple Tool to Qualify Your Leads00:19:30 - Lead Qualification Secrets

Ralph Burns and Lauren Petrullo tackle some of the biggest misconceptions about Conversion Rate Optimization (CRO) with industry expert Raphael Paulin-Daigle. They dig into why obsessing over conversion rates alone can backfire and why metrics like lifetime value (LTV) and average order value (AOV) matter more in the long run. The discussion also hits on how platforms like TikTok are shaking up the CRO space and what that means for modern businesses. Raphael shares his story of turning a passion for marketing as a teenager into a thriving career working with top DTC brands. Packed with examples and no-nonsense advice, this conversation pushes back on outdated thinking and offers actionable strategies for improving website performance and driving real business growth.Chapters00:00:00 – Meet Raphael: The Myth-Buster of CRO00:00:21 – CRO Myths: Why Doubling Your Conversion Rate Isn’t That Simple00:01:43 – From Fictional Marketing Plans to Real DTC Success00:02:26 – Raphael’s Origin Story: Creativity Meets Data00

Ralph and John dig into a case study that flips conventional marketing on its head, showing how rethinking ad spend can drive unexpected results. They explore why focusing on Media Efficiency Ratio (MER) instead of ROAS can uncover hidden opportunities for growth. Through examples and real-time analysis, they reveal strategies for reallocating budgets, cutting unnecessary costs, and achieving better outcomes. Along the way, they take live questions and break down how metrics can reshape business decisions. It’s a session packed with lessons that challenge the status quo and offer a fresh perspective on smarter marketing.Chapters00:00:00 - Welcome to the Marketing Jungle: Ralph and John Unleashed00:00:49 - The Case Study So Wild It’s Practically Fiction00:02:05 - Doing the Opposite: When Counterintuitive is Just Intuitive00:03:36 - ROAS vs. Reality: The Brand Campaign Smackdown00:05:52 - MER Explained: Or Why ROAS is Crying in a Corner00:08:20 - Results So Good You’ll Wonder If We’re Making Them Up00:10:50 - R

Ralph and John Moran get into the complexities of multi-channel attribution, with a strong focus on YouTube's challenges and potential for growth. He and John break down how businesses can better understand YouTube’s role in driving conversions, even when the platform's metrics might make it seem like the weak link. They talk about real-world testing strategies, including post-purchase surveys and ad copy tweaks, to capture a clear picture of what works. By taking a holistic approach, Ralph explains how YouTube, Facebook, and Google Performance Max can work together to reveal surprising insights, making this episode essential listening for marketers looking to scale smartly.Chapters00:00:00 - Kickoff: Setting the Stage for Success00:00:39 - Cracking the Code: YouTube Attribution Challenges00:01:53 - Solutions in Focus: Navigating Multi-Channel Attribution00:06:09 - Beyond Basics: Why Post-Purchase Surveys Matter00:11:40 - Real Results: The Pet Hair Rake Case Study00:20:46 - Ad Testing for YouTube Optimization

Lauren Petrullo welcomes Eddie Maalouf, founder of BAD Marketing, to discuss strategies for navigating the evolving marketing landscape. They talk about how affiliate marketing, influencer trust, and tailored content creation are shifting in 2025, especially for e-commerce, local businesses, and info products. Eddie shares firsthand insights on creating impactful ads, handling post-holiday marketing, and using AI effectively without overcomplicating campaigns. This conversation dives into what's working now and how brands can position themselves for what's next.Chapters00:00:00 - Kickoff: Welcome to Perpetual Traffic00:01:23 - The Story Behind Eddie Maalouf & Bold Marketing Moves00:04:24 - 2025 Predictions: Affiliate Marketing’s Trust Game00:08:38 - Future-Proofing Info Products00:12:36 - Winning Tactics for Local Business Marketing00:14:00 - Ads That Work for Local Audiences00:17:23 - Post-Black Friday: Next Steps for E-commerce00:18:37 - Upcoming Trends for New Year Sales00:20:02 - Agency Insider: Insig

Ralph talks about the big questions clients are asking as they gear up for 2025: planning strategies, managing campaign expectations, and optimizing ad performance. He breaks down examples from brands across various sectors—covering everything from case studies on large national brands to niche and hospitality businesses. Ralph shares insights on how Tier 11 approaches campaign iterations, creative strategies for user-generated content, and the layered landscape of influencer marketing. This episode is packed with straightforward, no-nonsense advice for making solid marketing moves that can set businesses up for a strong start to the new year.Chapters00:00:00 - Introduction and Solo Host Spotlight00:00:35 - Preparing for Strategic Shifts in 202500:01:55 - Frequently Asked Client Questions00:03:49 - National Brand Case Study00:07:29 - Insights from a Hospitality Sector Case00:11:10 - Success Story: Niche Business Tactics00:14:42 - Mastering Campaign Frequency & Strategy00:19:16 - Creating Powerful UGC Cont

Ralph and Lauren talk about the value of in-person connections and insights from recent conferences. Ralph shares his experiences from a Smart Marketer event, pointing out the importance of networking beyond scheduled sessions and the impact of an engaged audience. Lauren adds her perspective, gearing up for WebinarCon, where she anticipates learning cutting-edge techniques in webinar funneling. Together, they discuss key takeaways, from maximizing product launches through presales to scaling service offerings without sacrificing quality. Their shared stories have a central message: success often lies in connecting authentically, refining strategies, and staying open to new approaches in marketing and business growth.Chapters00:00:00 - Welcome to the Perpetual Traffic Podcast00:00:29 - Conference Insights and Energizing Takeaways00:01:29 - WebinarCon: The Power of Webinars00:05:50 - Smart Marketer Event Highlights00:09:52 - Networking and Making Connections00:13:31 - Pre-Sales Strategy for E-commerce00:17:52

Ralph and Lauren are talking about the power of brand-building and marketing strategies that go beyond typical sales tactics. They explore how case studies from diverse industries—like the spa and beauty sectors—point out  the importance of a full-funnel approach, from initial brand awareness to strategic entry offers that pave the way for higher-value conversions. Drawing from real client results, they stress the value of patient, data-informed decisions and share insights on crafting a layered marketing strategy. As they look ahead to the holiday season, Ralph and Lauren also touch on Black Friday preparations, urging listeners to leverage unique, value-driven offers to stand out in a competitive market.Chapters00:00:00 - Introduction to Perpetual Traffic Podcast00:00:24 - Celebrating Audience Success Stories and Wins00:02:00 - Leveraging Podcasting for Brand Growth00:05:23 - Overview of Today’s Case Study00:08:29 - Targeted Solutions for Spa Industry00:13:07 - Data-Driven Marketing for Better Results0

Ralph and Lauren dive into the importance of authenticity in personal and business branding. They discuss how letting unique traits shine can create a memorable and compelling brand identity. They also tackle the impact of charisma and the role of bold, sometimes polarizing choices in differentiating yourself from competitors. Discussing that standing out means attracting the right audience and being unafraid to repel others, Ralph and Lauren explore how leaning into one’s true personality can be a powerful business strategy.Chapters00:00:00 Start with Ralph and Lauren00:00:25 A Quick Debate on Heights and Humor00:01:51 Authenticity in the World of Social Media00:03:09 Unpacking the Power of Charisma00:03:41 Goodreads Goals and Personal Ambitions00:04:12 Inside Lauren’s Marketing Mindset00:06:05 Why Being Polarizing Matters00:14:45 Charismatic Leaders and Their Influence00:22:53 Navigating Marketing Industry Challenges00:27:57 Leaving the Corporate Grind Behind00:28:13 Rethinking the Agency Model00:28:26 Divi

Ralph Burns and Lauren Petrullo dig into the dynamics of masterminds and how they shape the business landscape. They share their experiences from attending high-ticket masterminds and discuss takeaways for business owners, including the importance of creative fatigue in marketing, how AI-generated images are disrupting LinkedIn ads, and why sleep hygiene is crucial for entrepreneurial success. Their reflections offer both humor and insight, giving you a glimpse into the challenges and rewards of running a business.Chapters00:00:00 - Orlando Adventures Begin!00:00:26 - Disney Secrets Revealed00:02:21 - Networking That Changes Lives00:05:34 - Mastermind Event Game-Changers00:07:22 - Unleashing AI Power in Marketing00:11:58 - Sleep Hacks for Success00:17:20 - Why Masterminds Are Essential00:25:50 - The Thin Line Between Charisma and Narcissism00:30:38 - Standing Up for What Matters00:31:05 - Jason Fladlin’s Selling Secrets00:33:50 - The Surprising Power of Long-Form Content00:36:53 - The Book Writing Advantage00

Ralph Burns and chief strategist John Moran from Tier 11 break down a detailed case study focused on optimizing a Google ad campaign for a service-based client. They discuss the challenges of scaling in competitive markets using a two-step strategy combining TCPA and MaxClicks campaigns. John talks about how they achieved a 140% revenue increase while reducing ad spend by 27%, providing insights into managing media efficiency and gaining early wins. It's a deep dive into the mechanics of ad optimization, with key takeaways for marketers looking to fine-tune their strategies.Chapters00:00:00 – Kickoff: Diving Into Q4 Strategies and Case Studies00:05:00 – Unveiling the Dual Prong Strategy00:10:00 – Breaking Down the Campaign Setup00:15:00 – MaxClicks Delivers Early Wins00:20:00 – TCPA vs. MaxClicks: A Winning Combo00:25:00 – Targeting the Right Audience with Smart Bidding00:30:00 – Knowing Your Client’s Business: A Key to Success00:35:00 – Reviewing State-by-State Ad Performance00:40:00 – Scaling Smartly Throug

Ralph and Lauren dig into a case study that showcases how data-driven decisions can bring major growth. They walk through a real-world example of how focusing on creative strategies and identifying key target audiences led to a 40% year-over-year increase in sales. Ralph and Lauren talk about the power of analyzing both demographic data and customer acquisition costs, making a strong case for why businesses need to focus on simplicity and precision in their marketing. Curious about how to double down on what works and cut out what doesn’t? Tune in to find out.Chapters00:00:00 - Kicking off with Ralph and Lauren from Two Different Countries00:00:20 - Contrasting Climates: Sweating in Mexico, Freezing in Canada00:01:34 - Discovering Montreal: Gardens, Olympic Stadiums, and Poutine00:04:01 - Time for the Big Reveal: Case Study of the Day00:05:32 - Why Creative is Your Secret Weapon in Marketing00:08:53 - The Sales Slump: Identifying the Problem00:16:09 - A Simple Fix with Big Results: Solving the Puzzle00:17:08

Ralph Burns and John Moran are joined by Lauren Schwartz, of The Loft 325, to talk about the significant role that creative strategy plays in digital marketing, particularly when paired with effective media buying. They discuss the importance of merging creative elements with data-driven traffic strategies, focusing on how user-generated content (UGC) performs compared to more product-focused ads. They explore a specific case study involving pet wellness ads, analyzing why certain ads—especially those featuring relatable images of pets—outperform others despite having less apparent polish. The trio also goes into the collaborative relationship between creative teams and media buyers, pointing out how understanding both sides can lead to more successful campaigns. Through real-time examples, Ralph, John, and Lauren provide insights on how creative and media buying can work together for better ad performance, and tease future iterations and tests that could further improve results. Chapters00:00:00 - Kicki

Ralph Burns and John Moran discuss the evolving synergy between Meta and Google, taking a look at how these two platforms can work together to drive powerful marketing results. They revisit the legendary Michigan Method and adapt it for 2024, revealing innovative strategies for scaling ad campaigns and optimizing creative testing at scale. With in-depth insights into advanced techniques for audience targeting, budget management, and real-time campaign adjustments, this episode offers cutting-edge tactics for marketers looking to elevate their traffic and conversion strategies. Tune in to discover how these timeless approaches can still deliver game-changing results today.Chapters00:00:00 - Welcome to the Perpetual Traffic Podcast Live Show w/ John Moran00:01:00 - Meta and Google: A Dynamic Duo for 2024 Marketing Success00:01:30 - The Michigan Method: Old but Gold—Revamped for the Future00:02:20 - Going Live: Unpacking Cutting-Edge Traffic Strategies00:03:37 - Meta Ads Evolution: From Creative Testing to Maste

AI marketing expert Russ Henneberry is sharing his advice on how marketers can leverage AI tools to their full potential. From his journey in digital marketing to the creation of AI marketing hubs, Russ will walk you through the usual mistakes marketers make with AI and how to solve them by customizing AI to your specific business needs. Be sure to tune in to hear how to overcome the "cold start" problem and use AI to enhance your content creation, copywriting, and overall marketing strategy.Chapters00:00:00 - Welcome to Perpetual Traffic: Your Guide to AI Marketing00:00:22 - Meet Russ Henneberry: From Digital Marketer to AI Specialist00:01:15 - The Power of AI: Why Most Marketers Get It Wrong00:03:23 - Russ’s Journey: From Boredom to AI Pioneer00:10:01 - How to Build Your Own AI Marketing Hub00:15:32 - Customize AI to Speak Your Business’s Language00:17:52 - Practical AI Hubs: Why Your Marketing Needs One00:20:50 - Solving the Cold Start Problem with AI Content Creation00:22:37 - Step-by-Step: Building a Suc

Ralph and Lauren welcome Bob Burg, author of The Go-Giver, to discuss the opinion that true success in business comes from focusing on giving value rather than just getting results. Bob breaks down the philosophy of putting others first and how doing so can actually lead to greater success, both financially and relationally. Bob also talks about the five laws of stratospheric success he wrote about in his book. The five laws are the Law of Value, the Law of Compensation, the Law of Influence, the Law of Authenticity, and the Law of Receptivity. It’s a reinvigorating take on business growth, showing that helping others is the best way to help yourself.Chapters00:00:00 - Welcome to the Show00:00:34 - The Secret to Real Success00:01:17 - What is The Go-Giver?00:02:50 - The Mindset Shift: From Getting to Giving00:04:19 - Applying The Go-Giver to Business and Marketing00:07:16 - The Five Laws of Stratospheric Success00:07:53 - The Law of Value00:15:05 - The Law of Compensation00:17:56 - The Law of Influence00:21:0

Ralph and Lauren talk about the challenges of Meta’s audience segmentation and how to drive better results by focusing on new customer acquisition. Joined by Scott Desgrosseilliers, they break down key marketing performance indicators and share strategies for building effective funnels, analyzing traffic, and optimizing campaigns. With insights into attribution, trends, and preparing for Black Friday, this episode provides practical tips for scaling traffic and improving return on ad spend. Plus, listeners get an exclusive offer from Wicked Reports to take their marketing to the next level.Chapters00:00:00 - Unlock $1,000 in Value with Wicked Reports00:01:00 - Welcome to Perpetual Traffic from Boston and Portugal00:02:27 - Scott Desgrosseilliers Breaks Down Marketing Metrics Magic00:07:02 - Meta’s Audience Segmentation: A Double-Edged Sword?00:12:26 - Building a Winning Funnel Block by Block00:18:47 - How Meta’s AI May Be Limiting Your Campaign Reach and What You Can Do About It00:25:04 - Traffic Columns: Wha

Ralph and Lauren are discussing the challenges of balancing business growth with client work, all while managing travel and life on the go. They share tips on how leadership meetings can keep your team aligned and reveal exciting announcements about their own businesses. Ralph and Lauren also break down the growing role of chatbots and AI in handling customer service, including when to introduce them and how they can save time and money. Tune in to hear examples of how AI is transforming business operations and what you need to know to stay ahead.00:00:00 - Perpetual Traffic Podcast Kick-Off00:00:14 - Meet the hosts: Ralph Burns & Lauren E. Petrullo00:01:42 - Balancing work and travel: Secrets from Lauren's European tour00:06:25 - Major business milestones ahead00:09:00 - Why leadership meetings are critical for scaling success00:11:52 - Striking the perfect balance: Client work vs. business growth00:19:02 - Revolutionary email management hacks00:20:33 - Exploring the power of chatbots and AI in modern bu

Ralph Burns, Lauren Petrullo, and Scott Desgrosseilliers talk about how to measure marketing success using specific performance indicators. They break down the importance of tracking new website visits, the cost of acquiring new customers, and how to use tools like Wicked Reports to make smarter decisions with ad spend. The conversation also touches on how to balance cold and warm traffic, and how these metrics can guide a company's growth strategy. If you want to understand how data can improve your marketing and boost results, this episode offers practical insights you can start using right away. Chapters00:00:00 - Unlock Your Exclusive $1,000 Data Science Offer00:01:05 - Welcome to the Perpetual Traffic Podcast!00:01:43 - Meet Scott Desgrosseilliers: The Marketing Data Master00:02:30 - Breaking Down Marketing Performance Indicators (MPIs)00:03:22 - Why New Website Visits Are Your Secret Weapon00:05:26 - Step-by-Step: Setting Up Wicked Reports for Success00:08:33 - Mastering Wicked Reports: How to Driv