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    Business

    Perpetual Traffic

    Perpetual Traffic is a 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), the show covers digital marketing strategy, paid traffic optimization, and performance marketing, featuring expert interviews, case studies, and actionable campaign breakdowns.

    If you’re tired of wasting ad spend on campaigns that don’t convert, struggling to prove marketing ROI to executives, or overwhelmed by constantly changing platform algorithms and marketing tactics that promise results but deliver disappointment you’re in the right place.

    This show will give you the proven strategies from agencies managing millions in ad spend, behind-the-scenes campaign optimizations that actually work, and expert insights on marketing metrics that matter for real business growth.

    From Meta Ads and Google optimization to landing page conversion tactics and marketing attribution, each episode delivers actionable strategies you can implement immediately to improve your ROAS and scale your marketing efforts.

    Get all the free episode resources at perpetualtraffic.com

    13+ million downloads | 700+ episodes | Weekly since 2015

    Advertise

    Copyright: © DigitalMarketer LLC

    • Apple Podcasts
    • Google Play
    • Spotify

    Latest Episodes:
    [Best of 2022] Episode 364: Instagram Advertising Secrets: How to Use a New(ish) Type of Ad to Drive Better Leads Jan 06, 2023
    Show notes

    You know that building your Instagram following will help your business, but how does advertising really work on this platform?

    In today’s episode, co-hosts Ralph Burns and Kasim Aslam sit down with one of their most popular repeat guests, Angela Ponsford, Social Cosmonaut of Stellar Communication at Tier 11, to talk about Instagram ads. “Instagram is a tough nut to crack from a paid media standpoint,” Angela says. Of all the social channels out there, it’s often hardest to find good information about Instagram advertising—what’s working and what isn’t. But the good news is that Angela is an expert. She explains the conversion lead ads that Tier 11 has been testing and gives us the pros and cons and everything in between.

    Listen in to see whether or not conversion lead ads are the right fit for your business.

    IN THIS EPISODE YOU’LL LEARN:

    • The big difference between lead gen ads and conversion lead ads
    • How to get more qualified leads on Instagram (and what it will cost you)
    • Why conversion leads ads might not be right for your business
    • Some bad news about organic reach on IG and what you can do about it

    LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

    • Tier 11
    • Perpetual Traffic Survey
    • Perpetual Traffic Website
    • Follow Perpetual Traffic on Twitter
    • Connect with Ralph and Kasim on Twitter
    • Get your queries answered here: hi@tiereleven.com

    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!

    Mentioned in this episode:

    https://www.NEXTInsurance.com/perpetual

    www.AdRoll.com/PT

    https://www.activecampaign.com/

    https://perpetualtraffic.com/advertise-with-us/

    Tier 11 Data Suite


    [Best of 2022] Episode 356: Creating the Perfect High Converting Tik Tok Ad with Savannah Sanchez Jan 03, 2023
    Show notes

    It’s a rare thing to find a TikTok advertising genius who generously shares her secrets with the world for free, but we found one.

    In today’s episode, co-hosts Ralph Burn and Kasim Aslam sit down with Savannah Sanchez, a freelancer who helps e-commerce businesses with TikTok—from ad strategies to driving conversions to developing creatives. It’s never been easier to be inspired, Savannah says, and she’s got a handful of TikTok formulas that have worked consistently across all brands, even as the world keeps changing around us.

    Listen in for some great advice on knowing your product and your customer, making creatives that resonate, and replicating them successfully on virtually any platform.

    IN THIS EPISODE YOU’LL LEARN:

    • How to best utilize the Facebook Ads library and TikTok Creative Center
    • Why you need to immediately build a one-question post-purchase survey
    • Which easily-replicable TikTok formulas have worked best across all brands
    • Tips for going back to traditional marketing basics

    LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

    • thesocialsavannah.com
    • Follow Savannah on Twitter (and follow the 150 marketers she follows)
    • Follow Savannah on IG
    • Episode 306: Snapchat and TikTok Advertising
    • Perpetual Traffic Survey
    • Perpetual Traffic podcast
    • Connect with Ralph and Kasim on Twitter

    OUR PARTNERS:

    • Get a Free Month of Blogs from BKA Content
    • Get a Free book on how to optimize your website Conversion Fanatics
    • 7 Levels of Scale workbook
    • Get Roland’s book, Zero Down, FREE
    • Find out your Leadership Trust Score at Ready to Lead.
    • Register for our free Founders Board workshop

    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!

    Mentioned in this episode:

    https://perpetualtraffic.com/advertise-with-us/

    Tier 11 Data Suite

    www.AdRoll.com/PT

    https://www.activecampaign.com/

    https://www.NEXTInsurance.com/perpetual


    Ralph and Kasim's Biggest Predictions for 2023 Dec 27, 2022
    Show notes

    In 2023, video content will be more important than ever for marketers. Consumers are increasingly engaging with online experiences such as webinars, online challenges, Ask Me Anything sessions, and community events. This shift to experiential advertising has been accelerated by the pandemic and is now becoming the norm. To make the most of this trend, marketers should focus on creating conversational marketing experiences that engage with consumers beyond just ads. Additionally, marketers should embrace multi-channel marketing strategies that include both organic and paid content. Finally, influencer marketing, content creators and user generated content (UGC) should be utilized to create powerful video testimonials that will help build trust with potential customers.

    IN THIS EPISODE, YOU'LL LEARN:

    • Predictions For Business Growth In 2023
    • The Customer Acquisition Show: Rave Reviews And Free Resources
    • Exploring Ai: Beyond The Terminator
    • Marketers Need To Branch Out Beyond Facebook And Google
    • Content Creation With Spokesperson And UGC For Success Stories

    LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

    • Perpetual Traffic Survey
    • Perpetual Traffic Website
    • Follow Perpetual Traffic on Twitter
    • Connect with Ralph and Kasim on Twitter

    OUR PARTNERS:

    • Get a Free Month of Blogs from BKA Content
    • Get a Free book on how to optimize your website Conversion Fanatics
    • 7 Levels of Scale workbook
    • Get Roland’s book, Zero Down, FREE
    • Find out your Leadership Trust Score at Ready to Lead.
    • Register for our free Founders Board workshop

    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!

    Mentioned in this episode:

    https://www.NEXTInsurance.com/perpetual

    https://perpetualtraffic.com/advertise-with-us/

    Tier 11 Data Suite

    https://www.activecampaign.com/

    www.AdRoll.com/PT


    The Secret to Converting Different Types of Traffic Dec 23, 2022
    Show notes

    How can you ensure the time, money, and effort you put into your advertising strategy pays off? Simple - meet your customers where they are.

    On today's episode, Ralph Burns continues the discussion on the Customer Acquisition Framework (CaAMP) with Tom Meridith from Tier11. The duo tries to answer the most important question in marketing: what does my ideal buyer already know? How much do they really know about our product, how it can help them, and our competitors?

    Once you can answer that question, you will have become proficient in what is called the "levels of customer awareness." Tune in to learn more about the levels of awareness and how you can use the CaAMP framework to better inform our sales and marketing efforts.

    IN THIS EPISODE, YOU'LL LEARN:

    • The CaAMP framework and why it's so effective
    • Always give your customers reasons and opportunities to buy
    • The psychology of buying has remained consistent since the 1960s
    • Understanding the core aspects of the traffic harmonizer
    • Conversation architecture and after-the-click optimization
    • Why every good offer has a shelf life
    • What is the creative lab?
    • The number of times you should 'touch' a prospect

    Links and Resources:

    Customer Acquisition Show

    Ralph's LinkedIn

    Tom's LinkedIn

    Customer Acquisition Amplification

    Book - Breakthrough Advertising


    OUR PARTNERS:

    • 7 Levels of Scale Workbook
    • Find out your Leadership Trust Score at Ready to Lead.
    • Listen to the #1 Digital Marketing Podcast, Perpetual Traffic

    Thanks so much for joining us this week. Want to subscribe to The DigitalMarketer Podcast? Have some feedback you'd like to share? Connect with us on Apple Podcasts and leave us a review!

    Mentioned in this episode:

    https://www.activecampaign.com/

    Tier 11 Data Suite

    https://perpetualtraffic.com/advertise-with-us/

    www.AdRoll.com/PT

    https://www.NEXTInsurance.com/perpetual


    The System Ralph Uses to Manage $100M in Ads Dec 20, 2022
    Show notes

    Want a framework you can use to get more customers and increase their lifetime value - without hurting your marketing budget?

    On today's episode, Ralph Burns sits down with Tom Meridith from Tier11 to break down the Customer Acquisition Framework (CaAMP). Tom shares how they use the 5 levels of customer awareness to ensure the effort they put into their marketing and advertising campaigns pays off.

    Tune in to hear the duo reveal how the guys at Tier11 use CaAMP's comprehensive and proven marketing approach to drive business growth, reduce cost per acquisition (CAC), and increase business profits year over year.

    IN THIS EPISODE, YOU'LL LEARN:

    • The 5 levels of customer awareness
    • This week's nugget: The love sandwich and the power of testimonial videos
    • The fundamentals of the CaAMP framework
    • How the CaAMP framework was born
    • Why organic and paid search should always work together
    • How many times should you 'touch' a prospect?
    • The continual evolution of the CaAMP framework
    • Building your marketing campaigns around the levels of customer awareness


    Links and Resources:

    • Customer Acquisition Show
    • Ralph's LinkedIn
    • Tom's LinkedIn
    • Customer Acquisition Amplification
    • Book - Breakthrough Advertising
    • Perpetual Traffic Survey
    • Perpetual Traffic Website
    • Follow Perpetual Traffic on Twitter
    • Connect with Ralph and Kasim on Twitter

    OUR PARTNERS:

    • Get a Free Month of Blogs from BKA Content
    • Get a Free book on how to optimize your website Conversion Fanatics
    • 7 Levels of Scale workbook
    • Get Roland’s book, Zero Down, FREE
    • Find out your Leadership Trust Score at Ready to Lead.
    • Register for our free Founders Board workshop


    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!

    Mentioned in this episode:

    https://www.NEXTInsurance.com/perpetual

    https://perpetualtraffic.com/advertise-with-us/

    www.AdRoll.com/PT

    https://www.activecampaign.com/

    Tier 11 Data Suite


    Google Ads Hack to Maximize Conversions Dec 16, 2022
    Show notes

    How much money should you give Google or Facebook during the "learning" phase, and how long should this phase last?

    On today's episode, Ralph and Kasim dive deeper into an unbelievably wicked smart case study. Kasim and his team spent $500,000 on 15 keywords without any keyphrase optimization and eventually drove a 300% ROAS. Kasim explains that most advertising campaigns fail because they don't give the algorithm enough time and money to learn. After you change or launch a new bid strategy, it might take a little while for the Google algorithm to gather the data it needs to optimize your ads.

    Tune in to learn what it takes to become a super successful marketer and how the broad match-Smart bidding combination can help you capture traffic that nobody else is bidding on.

    IN THIS EPISODE, YOU'LL LEARN:

    • Give your ad campaigns enough time and money
    • Ways to test your offer before running paid ads
    • Why paid ads are a luxury of scale
    • Consumers want to see ads next to valuable content
    • The most common mistake people make with ecommerce advertising
    • Will Google successfully navigate Web 3?
    • The power of pairing "broad match" with Smart Bidding
    • Traffic 101: Never turn off a successful ad campaign

    Links and Resources:

    • Customer Acquisition Show
    • Solutions 8 on YouTube
    • Perpetual Traffic Survey
    • Perpetual Traffic Website
    • Follow Perpetual Traffic on Twitter
    • Connect with Ralph and Kasim on Twitter

    OUR PARTNERS:

    • Get a Free Month of Blogs from BKA Content
    • Get a Free book on how to optimize your website Conversion Fanatics
    • 7 Levels of Scale workbook
    • Get Roland’s book, Zero Down, FREE
    • Find out your Leadership Trust Score at Ready to Lead.
    • Register for our free Founders Board workshop


    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!

    Mentioned in this episode:

    https://www.activecampaign.com/

    https://perpetualtraffic.com/advertise-with-us/

    https://www.NEXTInsurance.com/perpetual

    www.AdRoll.com/PT

    Tier 11 Data Suite


    Why Kasim Spent a Half Million Dollars on Only 15 Keywords Dec 13, 2022
    Show notes

    Should marketers consider pairing Google's "broad match" with Smart Bidding, or is such advice dangerously misleading?

    On today's episode, Ralph and Kasim break down an unbelievably wicked smart case study. Kasim and his team spent $500,000 on 15 keywords without any keyphrase optimization and eventually drove a 300% ROAS. Kasim explains that combining broad match with Smart Bidding made it easier for them to reach more relevant queries and identify new growth opportunities.

    Tune in to hear Kasim reveal what they did, the changes they made, and how you can use this powerful combination to cast a wider net and still target the right audience.

    IN THIS EPISODE, YOU'LL LEARN:

    • How to get video ad views at $1 per view
    • This week's nugget: In-app audiences are worth their weight in gold
    • The foundation of Dennis Yu's content factory framework
    • Why you should never ask for the sale on the first touch
    • Grow your Smart Bidding campaigns with broad match
    • Never try to compete with the Google algorithm
    • What are maximized conversions?
    • The only time business owners should consider hiring an agency

    Links and Resources:

    • Customer Acquisition Show
    • Solutions 8 on YouTube
    • Perpetual Traffic Survey
    • Perpetual Traffic Website
    • Follow Perpetual Traffic on Twitter
    • Connect with Ralph and Kasim on Twitter

    OUR PARTNERS:

    • Get a Free Month of Blogs from BKA Content
    • Get a Free book on how to optimize your website Conversion Fanatics
    • 7 Levels of Scale workbook
    • Get Roland’s book, Zero Down, FREE
    • Find out your Leadership Trust Score at Ready to Lead.
    • Register for our free Founders Board workshop


    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!

    Mentioned in this episode:

    www.AdRoll.com/PT

    www.AdRoll.com/PT

    https://perpetualtraffic.com/advertise-with-us/

    Tier 11 Data Suite

    https://www.activecampaign.com/


    Using Text-To-Image AI to Expedite Your Creative Process with Patrick Gilbert Dec 09, 2022
    Show notes

    AI-generated art will transform marketing creatives forever; here's how you get in on the action while the concept is still fresh.

    On today's episode, Ralph and Kasim sit down with Patrick Gilbert from AdVenture Media Group to continue their discussion on digital advertising in the age of AI and automation.

    Think of everything you would be able to achieve with your creatives if you could turn imagination into art. With text-to-image AI tools, you simply describe what you want, and AI brings it to life. Tune in to hear Patrick reveal the type of tools that make this concept a reality, where to find them, and the things to watch out for when using them.

    IN THIS EPISODE, YOU'LL LEARN:

    • Why marketers must learn about AI-generated art
    • How to use AI tools to create marketing creatives
    • Using AI to explore new creative territory
    • Drawbacks of AI-generated art
    • Using AI to feed the creative-hungry Performance Max
    • AI-generated art is the future of creative development
    • How effective is AI-generated art

    Links and Resources:

    • Patrick's LinkedIn
    • AdVenture Media Group's website
    • Patrick's book - Join or Die: Digital Advertising in the Age of Automation
    • DALL-E Image Generator
    • Mid-journey.com
    • Solutions 8 on YouTube
    • Ralph's LinkedIn
    • Kasim's Twitter

    OUR PARTNERS:

    • Get a Free Month of Blogs from BKA Content
    • Get a Free book on how to optimize your website Conversion Fanatics
    • 7 Levels of Scale workbook
    • Get Roland’s book, Zero Down, FREE
    • Find out your Leadership Trust Score at Ready to Lead.
    • Register for our free Founders Board workshop

    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!

    Mentioned in this episode:

    https://perpetualtraffic.com/advertise-with-us/

    www.AdRoll.com/PT

    Tier 11 Data Suite

    https://www.NEXTInsurance.com/perpetual

    Tier 11 Data Suite

    https://www.activecampaign.com/


    WTF - Are Robots Taking Over Paid Advertising? Dec 06, 2022
    Show notes

    Dogs in cowboy hats. Darth Vader hanging out with Jack Sparrow. Spider-Man browsing a cereal aisle. Imagine how uncanny your creatives would be if you could create such surreal images using AI.

    On today's episode, Ralph and Kasim sit down with Patrick Gilbert from AdVenture Media Group to discuss digital advertising in the age of AI and automation.

    AI-generated art is the new king of graphic design, and for good reason; the technology is the easiest and fastest way for anyone to build original artworks from scratch. But what can a digital marketer do with AI-generated art? Tune in to hear Patrick describe how marketers can use AI to generate original creatives from prompts that can be as simple as "man riding a bike."

    IN THIS EPISODE, YOU'LL LEARN:

    • Why creatives are now more important than ever
    • This week's nugget: Marketers must learn about AI-generated art
    • AI-generated art is the future of creative development
    • Why brands must focus on providing value for their clients
    • How AI-generated art will transform marketing forever
    • Effective tools for creating AI-generated art
    • The unbundling of AI
    • Content is and will forever be king

    Links and Resources:

    • Patrick's LinkedIn
    • AdVenture Media Group's website
    • Patrick's book - Join or Die: Digital Advertising in the Age of Automation
    • DALL-E Image Generator
    • Mid-journey.com
    • Perpetual Traffic Survey
    • Perpetual Traffic Website
    • Follow Perpetual Traffic on Twitter
    • Connect with Ralph and Kasim on Twitter

    OUR PARTNERS:

    • Get a Free Month of Blogs from BKA Content
    • Get a Free book on how to optimize your website Conversion Fanatics
    • 7 Levels of Scale workbook
    • Get Roland’s book, Zero Down, FREE
    • Find out your Leadership Trust Score at Ready to Lead.
    • Register for our free Founders Board workshop

    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!

    Mentioned in this episode:

    https://www.NEXTInsurance.com/perpetual

    https://perpetualtraffic.com/advertise-with-us/

    https://www.NEXTInsurance.com/perpetual

    https://www.activecampaign.com/

    Tier 11 Data Suite


    [Part 2] Flipping a Funnel to Lower Your CPA Dec 02, 2022
    Show notes

    How much research is enough for writing copy and creating ad content?

    We all know that effective marketing is all about researching your customer avatar, unique product features, and why buyers buy from you. However, if you're like most marketers, you're probably not doing enough. You struggle maxing out return on ad spend because your research only shows you gender, age, or income.

    On today's episode, Ralph and Kasim break down part two of a recent case study involving a business that helps directors, VPs, and seasoned executives land their dream job. The duo reveals how they used the Customer Acquisition Amplifier(CaAmp) to increase booked calls by 230%, drop the cost per booked call by half, and double their revenue - all in less than 3 months.

    IN THIS EPISODE, YOU'LL LEARN:

    • Using CaAMP to drive client results
    • The type of ads that work for all types of businesses
    • Why not all leads are created equal
    • Gated content dos and don'ts
    • Conversion tracking and why it's important
    • Why testimonials video ads are effective for all types of businesses
    • The Creative Lab deep dive research
    • Uncovering why customers buy from you

    Links and Resources:

    • Check out Tier 11's Conversion Architecture HERE
    • Perpetual Traffic Website
    • Follow Perpetual Traffic on Twitter
    • Connect with Ralph and Kasim on Twitter

    OUR PARTNERS:

    • Find out your Leadership Trust Score at Ready to Lead.
    • Listen to the #1 Digital Marketing Podcast, Perpetual Traffic
    • 7 Levels of Scale workbook
    • Get Roland’s book, Zero Down, FREE
    • Find out your Leadership Trust Score at Ready to Lead.
    • Register for our free Founders Board workshop

    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!

    Mentioned in this episode:

    www.AdRoll.com/PT

    https://perpetualtraffic.com/advertise-with-us/

    https://www.activecampaign.com/

    Tier 11 Data Suite

    https://www.NEXTInsurance.com/perpetual


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