『Perpetual Traffic』のカバーアート

Perpetual Traffic

Perpetual Traffic

著者： Tier 11
無料で聴く

【Amazonプライム会員限定】今ならプレミアムプランが4か月 月額99円。

10月19日まで。※適用条件あり
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 2015Tier 11 マネジメント・リーダーシップ マーケティング マーケティング・セールス リーダーシップ 経済学
エピソード
  • Why Your 'Winning' Ad Is Probably the One You're About to Kill

    Why Your 'Winning' Ad Is Probably the One You're About to Kill
    2026/09/22
    Running ads across multiple channels and not sure which ones are actually driving growth? Our teams can audit your attribution and show you where your budget should really go. Talk to us at: https://www.tiereleven.com/apply A video is soaking up your ad spend and showing almost no conversions, so the obvious move is to kill it. But what if that video is the reason your cheap last-click image ads look so good in the first place?Ricardo Pouwels, one of our growth strategists at Tier 11, joins me again to break down how attribution and creative measurement change as a business grows from one channel to ten. He explains how he finds a client's true scaling channel using historical spend data, why he'd rather run a real budget test than trust an incrementality study, and why so many brands are hitting a ceiling on Google Search.Ricardo also shares the scaling campaign structure he's using right now: ad-level spend minimums that keep top-of-funnel videos funded so your account stays a funnel, not a pile of discount images. If you're spending across multiple channels, this one is for you!In This Episode:- Why last-click attribution breaks in multi-channel marketing- How to measure no-click channels like CTV, YouTube, and radio- Using historical ad spend data to find your true scaling channel- How Google branded search and Amazon ads often steal last-click credit- The limits of incrementality testing and why budget tests tell you more- How to state a hypothesis and timeline before shifting ad spend- Why Google Search ads hit a scaling ceiling while Meta ads keep growing- Measuring top-of-funnel videos with hook rate, hold rate, and first-click CPA- Why image ads and carousels get credit that video ads earned- Using ad-level spend minimums to keep your Meta funnel balanced- How "spend to message" and creative diversification prevent account fatigueMentioned in the Episode: Watch the Previous Episode with Ricardo Pouwels: https://www.youtube.com/watch?v=-P8Fs7DVjDg Join Ralph Burns and John Moran every Friday for The Ad Lab Live: https://www.youtube.com/@Tier11/streams Listen to This Episode on Your Favorite Podcast Channel:Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491 Follow and listen on Spotify:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK Subscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/ Connect with Ricardo Pouwels: LinkedIn: https://nl.linkedin.com/in/ricardo-pouwels Connect with Ralph Burns: LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now Mentioned in this episode:https://perpetualtraffic.com/advertise-with-us/
    続きを読む 一部表示
    37 分
  • Why Your Best-Performing Ad Might Be the One Getting Zero Conversions

    Why Your Best-Performing Ad Might Be the One Getting Zero Conversions
    2026/09/15

    Your top-of-funnel ads might be driving more of your conversions than you realize. Let us audit your account and show you what's really working.

    Talk to us at: https://www.tiereleven.com/apply

    You can't just look at your top-converting ad and call it a day anymore. That ad probably isn't doing what you think it's doing. So if you've been asking "which ad is actually working," you're asking the wrong question, and it's costing you.

    Thomas Mcnaught joins me again to break down how Meta's Andromeda update has completely rewritten the rules of creative performance. We get into how creative diversification has replaced targeting, how hook rate, hold rate, and watch time reveal the real story behind your results, and why switching off an ad with zero last-click conversions is a bad decision.

    We also get into why leaving ads untouched for three to four weeks beats constant tinkering, and how AI-generated creative has produced some of the best-performing ads we've seen. If you manage or outsource Meta ad spend, this episode will change how you read your reports.

    In This Episode:

    - Why hook rate and hold rate matter more than last-click conversions

    - How Meta Andromeda shifted targeting from audiences to creative

    - Why letting ads run untouched for weeks outperforms constant optimization

    - How to identify assisting ads that quietly drive conversions

    - The role of creative diversification in lowering CPMs

    - What the "hits" metric reveals about top-performing creative

    - Why image ads often get the credit that videos actually earned

    - Why optimizing for lead quality beats optimizing for lead volume

    - How to build a monthly creative performance report

    Mentioned in the Episode:

    Watch the Previous Episode with Thomas Mcnaught: https://www.youtube.com/watch?v=AMixZJvJvCY

    Join Ralph Burns and John Moran every Friday for The Ad Lab Live: https://www.youtube.com/@Tier11/streams

    Listen to This Episode on Your Favorite Podcast Channel:

    Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

    Follow and listen on Spotify:

    https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

    Subscribe and watch on YouTube:

    https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

    We Appreciate Your Support!

    Visit our website: https://perpetualtraffic.com/

    Connect with Thomas Mcnaught:

    Website: https://www.thomasmcnaught.com/

    Connect with Ralph Burns:

    LinkedIn - https://www.linkedin.com/in/ralphburns

    Instagram - https://www.instagram.com/ralphhburns/

    Hire Tier11 - https://www.tiereleven.com/apply-now

    Mentioned in this episode:

    https://perpetualtraffic.com/advertise-with-us/
    続きを読む 一部表示
    48 分
  • They Grew to $10M+ on Angles That Worked...Here's What Scales Them to $100M

    They Grew to $10M+ on Angles That Worked...Here's What Scales Them to $100M
    2026/09/01

    Has your Meta ads performance stalled? We can help you redesign your messaging and creatives for sustained growth. Talk to us at: https://www.tiereleven.com/apply

    Here's something growing brands don't realize until growth stalls: the messaging that built your business will eventually run out of steam, even while your offer keeps converting. So why does that happen, and what do you do about it?

    On today's show, I'm breaking down a real client case study: an eight-figure SaaS-powered lead generation and coaching business that's been stuck at a revenue plateau for nearly two years. We dig into why their original messaging saturated the market, how a growth diagnostic uncovered an entire untapped audience they'd been ignoring, and why the fix isn't adding new ad platforms.

    I'll walk you through the exact messaging extraction process we use to turn customer interviews, support calls, and event transcripts into content pillars that actually move the algorithm. If you're only running one or two creative angles right now, this episode shows you exactly what you’re leaving on the table, and how to expand your market without blowing up your budget.

    In this episode:

    - Why proven ad messaging eventually stalls growth

    - How Meta's Andromeda algorithm builds individual funnels

    - The real reason CPMs rise and cost to acquire a customer flattens

    - Why creative diversification matters more than adding new ad platforms

    - The messaging extraction process for capturing authentic customer language

    - How to build a 10-variation content matrix around a single theme

    - Using hook rate, hold rate, and link click-through rate in creative testing

    - Why volume alone will not scale your Meta ads account

    - How top-of-funnel creative shows up in branded search and MER

    - Three questions to audit your creative strategy before your next brief

    Mentioned in the Episode:

    Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

    Wicked Reports Attribution Software: https://www.wickedreports.com/

    Jim Collins’ Book, Good to Great: https://a.co/d/068eKQng

    Listen to This Episode on Your Favorite Podcast Channel:

    Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

    Follow and listen on Spotify:

    https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

    Subscribe and watch on YouTube:

    https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

    We Appreciate Your Support!

    Visit our website: https://perpetualtraffic.com/

    Connect with Ralph Burns:

    LinkedIn - https://www.linkedin.com/in/ralphburns

    Instagram - https://www.instagram.com/ralphhburns/

    Hire Tier11 - https://www.tiereleven.com/apply-now

    Mentioned in this episode:

    https://perpetualtraffic.com/advertise-with-us/
    続きを読む 一部表示
    38 分
adbl_web_anon_alc_button_suppression_t1
まだレビューはありません