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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:
    TikTok Ads 101: 5 Killer TikTok Ad Hacks with Savannah Sanchez Aug 16, 2022
    Show notes

    TikTok advertising is pretty straightforward: Don't make ads - make TikToks.

    On today's episode, Ralph and Kasim sit down with Savannah Sanchez, a TikTok media buying and Ad creative expert, to talk about advertising on TikTok. The platform is growing like a weed, and according to Savannah, the future of advertising lies on the platform. But what about Google and Facebook? Well, TikTok overtook Google as the number one domain on the internet, and Facebook is not as sexy as it used to be. If you want to succeed on TikTok as a marketer, don't create ads. Users detest ads that disrupt their experience. Solution - creatively embed ads within the content in a way that won't disrupt the fun and enjoyment of Tiktok.

    Listen in for some intriguing insights on how the TikTok ad algorithm works, what you need to get started on TikTok advertising, and how to create a TikTok ad that gets you noticed.

    IN THIS EPISODE, YOU'LL LEARN:

    • The foundations of TikTok advertising
    • TikTok is here to stay - advertisers need to take notice
    • How to create ads that get you noticed
    • Differences and similarities between TikTok and Facebook ads
    • How to not get priced out of TikTok
    • TikTok ad placement and optimization
    • How to use TikTok's comment section to drive engagement
    • Mistakes to avoid when creating TikTok ads

    LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

    • Thesocialsavannah.com
    • Savannah's TikTok Ads Course
    • Savannah's YouTube Channel
    • Connect with Savannah via 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

    https://www.NEXTInsurance.com/perpetual

    Tier 11 Data Suite

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

    Tier 11 Data Suite

    https://www.activecampaign.com/


    Secrets of Social Selling with Lauren Petrullo and Mark Degrasse Aug 12, 2022
    Show notes

    Did you know you can sell products directly through the social media feed? No purchase journeys, no redirects, a simple click-to-buy option is all you need.

    Today’s episode comes from our sister podcast, the Digital Marketer. Host Mark de Grasse sits down with Lauren Petrullo, one of the newest faculty members of the DigitalMarketer Academy to talk about the latest component of their eCommerce certification—social selling. Social selling allows you to buy in-app (on Facebook, Instagram, etc.) and never even venture to someone’s website. You’re meeting people right where they are, already browsing and shopping. The key is to make it as seamless as possible for customers to checkout directly through social media platforms.

    Lauren has got her finger on the pulse of the future of eCommerce and says one thing we can do is pay close attention to where the big tech brands are investing.

    Listen in to learn how you can get in on what Lauren calls “a much more mature social media commerce experience.” Discover why Ralph thinks eCommerce product categorization is an underutilized insight for remarketing.

    IN THIS EPISODE, YOU’LL LEARN:

    • What is social commerce?
    • Social commerce versus eCommerce
    • The future of selling is social
    • eCommerce product categorization and why it’s so important
    • Why social selling shouldn’t replace your website
    • How Meta is incentivizing these social stores on different platforms
    • Why the U.S. is massively behind on social media trends
    • What kind of data/analytics you’ll have access to in your Meta shop

    Connect with Lauren

    • Mongoose Media
    • Connect with Lauren on LinkedIn

    LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

    • Solutions 8
    • 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

    Tier 11 Data Suite

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

    Tier 11 Data Suite

    https://www.activecampaign.com/

    www.AdRoll.com/PT


    How to STOP Bots and Click Farm Traffic Dead In Its Tracks Aug 09, 2022
    Show notes

    Struggling to identify and eliminate click traffic? Kasim and Ralph might have discovered an effective way to stop click farms from taking over your campaigns.

    In today's episode, Ralph and Kasim sit down to discuss exciting things going on with Google's Performance Max and how you can eliminate click traffic entirely.

    We all know how destructive bots can be, especially now that they can fill out forms and generate fake leads. Regrettably, fraudsters have gone a step further and now use real humans to conduct their schemes, making them even harder to identify. The good news is, there's something you can do about it. The even better news is that the Google algorithm is on our side on this one.

    Listen in to learn why Kasim feels the final URL expansion on performance max is the coolest thing ever. Discover how Ralph used the "Kasim Flytrap" to block click traffic completely and how you can do it, too.

    IN THIS EPISODE, YOU'LL LEARN:

    • How to eliminate spam traffic entirely
    • The final URL expansion and how to use it
    • How to know if you're spending enough money on advertising
    • When and when not to use an agency to run your ads
    • The "Kasim flytrap" and why it's so effective
    • Why low-budget users are struggling with Performance Max
    • Why it's never a good idea to block geographics on your site
    • Ways click traffic can derail your ad campaigns

    LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

    • Tier 11
    • Perpetual Traffic Survey
    • 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/

    Tier 11 Data Suite

    https://www.NEXTInsurance.com/perpetual

    Tier 11 Data Suite

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

    www.AdRoll.com/PT


    Sales Funnel Sucks? How Conversion Architecture™ Can Fix It Aug 05, 2022
    Show notes

    Ralph sits down with Maria from the Tier 11 team to talk about how they saved a client's campaign with something called Conversion Architechture!

    LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

    • Solutions 8
    • 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:

    Tier 11 Data Suite

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

    https://www.activecampaign.com/

    www.AdRoll.com/PT

    https://www.NEXTInsurance.com/perpetual

    Tier 11 Data Suite


    22 Questions Every CMO Must Ask When Hiring an Agency or Internal Team - Part 2 Aug 02, 2022
    Show notes

    To build an in-house marketing team or to hire an agency? It doesn't matter. With these top tips, you're guaranteed to work with the top marketing experts in the space right now.

    On today's episode, Ralph continues the discussion on questions to ask when hiring external agencies or building an internal marketing team. He breaks down the final set of questions that will propel your marketing to the next level and help you recruit a top-shelf team.

    The best way to grow a business is to ensure you've got the right people in the right seats. So whether you go for an outsourced agency or build an internal team, always go for quality and competence. It doesn't make sense to have the right tools and the right road map, but lack the right talent.

    Join Ralph as he goes through the key steps to creating a competent marketing team and the questions to ask if you are to avoid the common pitfalls around building a marketing team.

    IN THIS EPISODE, YOU'LL LEARN:

    • The key questions to ask when building a marketing department from scratch
    • Reactive versus proactive marketing
    • Stats and data on the relationship between CMOs and marketing teams
    • Why the primary job of a CMO is to minimize mistakes
    • The benefits of hiring role-specific specialists
    • How to build a team around your content marketing goals
    • The most important questions to ask when building a marketing team
    • The uninspiring relationship between CMOs and CFOs

    Links and Resources:

    • The CMO's Guide to Picking the Right Internal Team
    • Tier 11
    • Perpetual Traffic Survey
    • 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
    • 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!




    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:

    Tier 11 Data Suite

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

    Tier 11 Data Suite

    https://www.NEXTInsurance.com/perpetual

    www.AdRoll.com/PT

    https://www.activecampaign.com/


    22 Questions Every CMO Must Ask When Hiring an Agency or Internal Team - Part 1 Jul 29, 2022
    Show notes

    Thinking of hiring a marketing agency, CMO, or building your own internal marketing team but don't know where to start?

    On today's episode, Ralph tackles a topic that, surprisingly, has never been addressed on Perpetual Traffic - the questions to ask when hiring CMOs, external agencies, or building an internal marketing team.

    For many entrepreneurs and CEOs, one of the most daunting tasks in all stages of business is building the marketing department. This is primarily because they have three options to choose from: Build an in-house marketing department, outsource to a marketing agency, or hire a CMO. Each option has its pros and cons, and what works for you might not work for another.

    If you are a little confused about deciding between the three choices, this episode is for you. We discuss the questions to ask when building a marketing department based on the 10 main areas of marketing.

    IN THIS EPISODE, YOU'LL LEARN:

    • The most important questions to ask when hiring a CMO
    • Why CEOs and business owners are asking more from their CMOs
    • How to help your company scale as a CMO
    • Planning for success and why it's so important
    • Understanding cross-channel traffic and cross-channel communication
    • How to use the customer acquisition path to hire a CMO
    • Avatar research and its impact on revenue and leads
    • How to test creatives and track campaign effectiveness |

    Links and Resources:

    • The CMO's Guide to Picking the Right Internal Team
    • Perpetual Traffic Episode with Chris Mercer
    • Tier 11
    • Perpetual Traffic Survey
    • 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
    • Learn how bots can automate your lead flow from BotBuilders
    • 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:

    Tier 11 Data Suite

    https://www.NEXTInsurance.com/perpetual

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

    Tier 11 Data Suite

    www.AdRoll.com/PT

    https://www.activecampaign.com/


    An SOP Every Online Advertiser Needs Jul 26, 2022
    Show notes

    Kasim and Ralph cover 2 nuggets that every digital advertiser needs!

    Download Ralphs Free PDF on Naming!

    OUR PARTNERS:

    • Get a Free Month of Blogs from BKA Content
    • Get a Free book on how to optimize your website Conversion Fanatics
    • Learn how bots can automate your lead flow from BotBuilders
    • 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.NEXTInsurance.com/perpetual

    https://www.activecampaign.com/

    Tier 11 Data Suite

    Tier 11 Data Suite


    Why Everyone Thinks Facebook Is Dead (Again)! Jul 22, 2022
    Show notes

    Is Facebook advertising dead? Can advertisers still take advantage of its over 2 billion active users?

    On today's episode, Ralph and Kasim break down everything you need to know about Facebook ads and their effectiveness in 2022. The talk about the privacy controversies, what the algorithm used to be capable of, and what the latest iOS update means for Facebook users and advertisers alike.

    The big question remains, "Is Facebook advertising dead?" Of course not. Advertising on Facebook is alive and well. However, we may need to reshape our expectations and acknowledge that the easy days of running Facebook ads are long gone. But here’s the thing; if you think Facebook is not good for advertising in 2022, it's probably because you're not measuring correctly.

    Listen in for an insightful conversation as Ralph and Kasim reveal the real reason Facebook ads have stopped working for most marketers, and what you can do about it.

    IN THIS EPISODE, YOU'LL LEARN:

    • Is Facebook advertising really dead?
    • Why Facebook traffic might be more valuable than it's ever been
    • The future of Facebook advertising
    • Why you need to invest in your ability to track your advertising campaigns
    • How and why to split-test Facebook ads
    • A looming recession's potential impact on advertising
    • Augmented versus virtual reality: Where does the future lie?
    • Why you need to track and measure everything on Facebook ads

    OUR PARTNERS:

    • Get a Free Month of Blogs from BKA Content
    • Get a Free book on how to optimize your website Conversion Fanatics
    • Learn how bots can automate your lead flow from BotBuilders
    • 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:

    Tier 11 Data Suite

    https://www.activecampaign.com/

    https://www.NEXTInsurance.com/perpetual

    www.AdRoll.com/PT

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

    Test Everything. Get Conversion Optimization Superpowers. Make More Money.

    Put A Creative Team Of Fanatical Split-Testers To Work On Your Site!

    Conversion Fanatics


    A Solution to Fixing Google's Monopoly on Advertising Jul 19, 2022
    Show notes

    Is Google a monopoly? If so, how is its market power hurting marketing and advertising agencies?

    On today's episode, Kasim Aslam describes how Google's monopoly power allows it to weaponize data and charge money for traffic over and above normal auction rates.

    About a decade ago, bloggers, marketers, and advertisers used to get by on organic traffic and internet advertising. Unfortunately, those days are long gone now that Google gobbles up the vast majority of internet advertising dollars. Google can exert massiveinfluence by controlling how people use the internet — and charge money for traffic however they please.

    Like any monopoly, Kasim believes it's high times the government regulated them and created an ecosystem that allows other marketing mechanisms to compete.

    Listen in as Kasim dissects how Google's monopoly is hurting advertising and how The U.S. Justice Department can confront Google's position as the unchallenged giant on the internet.

    IN THIS EPISODE YOU'LL LEARN:

    • How Google's monopoly is hurting advertising
    • Google's dominance in the advertising space
    • The U.S. Department of Justice's role in squashing Google's dominance
    • Ad rank threshold and what that means
    • Google's tainted Ads pricing framework
    • Why Google ads can and will exceed your daily set budget
    • Why the traffic auction format is an interesting counter to Google's monopoly

    LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

    • Follow Perpetual Traffic on Twitter
    • Connect with 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
    • Learn how bots can automate your lead flow from BotBuilders
    • 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://www.activecampaign.com/

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

    Tier 11 Data Suite

    www.AdRoll.com/PT


    A Quick Conversation about Click Farms Jul 15, 2022
    Show notes

    Did you know that a percentage of your ad budget is lost to click fraud?

    On today's episode, Ralph and Kasim talk about the rise in click farming, how they create problems for PPC advertisers, and what online platforms are doing to take ongoing action against them.

    You may already know that entire businesses are built around generating fraudulent engagement and traffic on the internet. What you didn't know is that instead of bots, click farms made a significant upgrade, and now we have actual humans clicking ads and signing up for newsletters.

    Tune in to learn how click farms are wasting your ad budget and what you can do to block fraudulent traffic and keep your website safe from invalid traffic activity.

    IN THIS EPISODE, YOU'LL LEARN:

    • What are click farms?
    • How can you detect click fraud?
    • What we know about click fraud and what you can do about them
    • Why eCommerce is immune to click fraud
    • Simple ways to build conditional logic in your online forms
    • How to prevent fraudulent traffic from converting into leads
    • Why do businesses use click farms?
    • How to spot fraudulent traffic on your site

    OUR PARTNERS:

    • Get a Free Month of Blogs from BKA Content
    • Acquire, Engage, Expand, Reactivate - GetEmails
    • 7 Levels of Scale workbook
    • Get Roland’s book, Zero Down, FREE
    • 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

    Tier 11 Data Suite

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

    Tier 11 Data Suite

    https://www.NEXTInsurance.com/perpetual

    https://www.activecampaign.com/


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