Perpetual Traffic is a twice weekly podcast that shares cutting-edge strategies on acquiring leads and sales for your business. The show is produced by Tier 11 ...
In part one of this two-part episode, Ralph and Lauren are talking about New Customer Acquisition Cost (NCAC). Sure, the mention of math might send some of you running for the hills, but hold on—this is the math that matters. Ralph compares finding your NCAC to searching for buried treasure, while Lauren reminds us that chasing vanity metrics like ROAS alone is as useful as an umbrella in a hurricane.Learn why NCAC is the North Star of scaling a business, how to measure it effectively, and what tools can make the process manageable. Ad platforms love to boast about their results but your bottom line—and how much it costs to add a new customer to it—never lies.As Lauren puts it: “Fake numbers might make you feel good, but they won’t pay your bills.”Chapters:00:00:00 – Math That Matters: The Secret Ingredient for Scaling00:00:24 – NCAC: The Metric That’s Cooler Than ROAS00:01:42 – Why Calculating NCAC Feels Like Cracking a Cold Case00:02:42 – Scaling Secrets: Unlocking Business Growth with Math00:03:47 – The Real Cost of New Customers (No, It’s Not What You Think)00:06:10 – Lifetime Value: Measuring Love from Your Best Customers00:09:28 – Practical Math: When Numbers Lead to Dollars00:12:45 – Refunds, Returns & Regrets: Subtracting the Pain Points00:15:30 – Hidden Costs Unveiled: Shipping, Storage & Surprises00:18:05 – COGS: Decoding Cost of Goods Sold00:20:50 – Gross Profit: The Halfway Mark to True Success00:23:15 – Profit Checkpoint: COGS, Gross Profit, and What They Mean for You00:34:10 – A Special Perk for PT Fans: Wrap-Up & SurpriseLINKS AND RESOURCES:Tier 11Mongoose MediaTier 11 JobsPerpetual TrafficGet Your nCAC Calculation Guide Now!Marketing Performance Indicators™ ChecklistPerpetual Traffic on YouTubeTier 11 on YouTubeBy the NumbersConnect with Lauren on InstagramConnect with Ralph on LinkedInFollow Perpetual Traffic on TwitterThanks 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:AppSumo - 13% off with code traffic13AdCritter for Agencies
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38:44
The #1 Secret to Spending Less and Making More on Amazon
Ralph and John are throwing conventional wisdom out the window with a mind-blowing Amazon ad case study that'll leave you questioning everything. Spoiler alert: less Amazon spend + smarter Facebook and YouTube ads = MORE revenue. It's all about contribution, not attribution, folks! This episode is packed with actionable insights, groundbreaking data, and a healthy dose of humor. Tune in to unlock the secrets of Amazon's black box and discover how to outsmart the algorithm. Your future profits will thank you. Chapters:00:00:00 - Welcome to Ralph and John’s World00:00:24 - A Feeder Strategy Unveiled00:00:39 - Data Secrets for Scaling Big00:01:23 - Cracking the Amazon Code00:02:35 - Numbers Don’t Lie: Tracking Sales00:03:19 - Behind-the-Scenes Breakdown00:04:15 - Live and In Action00:05:53 - Game-Changing Ad Revelations00:08:12 - The “Contribution vs. Attribution” Debate00:08:40 - The Brand Loyalty Puzzle00:11:12 - The Revenue Surge Experiment00:22:55 - Ad Fatigue or Audience Overload?00:33:16 - Spend Smarter, Scale Faster00:34:01 - Attribution Tools Face-Off00:34:14 - Unpacking GA4 and Wicked Reports00:35:18 - Redefining Spend-to-Revenue Success00:37:19 - Open Mic: Questions That Matter00:37:37 - Shopping Insights from Google00:39:27 - YouTube Ad Masterclass00:40:43 - A Deep Dive into YouTube Optimization00:44:54 - E-Commerce Data That Drives Strategy00:58:17 - PMAX + Feeder: A Winning Combo00:59:14 - Wrapping Up: Next Steps RevealedLINKS AND RESOURCES:Amazon Ads Myths Debunked: Spend Less, Earn More! | Tier 11 Live! - EP024Measurement and analyticsAmazon Seller Analytics: 10 KPIs to Track for a Winning StrategyTier 11 on YouTubeGet Your Marketing Performance Indicators™ Checklist Now!Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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
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1:04:31
Avoid This 1 Common Hiring Mistake at Your Own Peril
Ralph Burns and Lauren Petrullo tackle the art of thinking big and hiring smart. From setting 10X goals that demand sharp decision-making to unexpected twists in virtual interviews (because you never know when someone’s hiding a cruise—or a pregnancy), they discuss building a dream team. Ralph and Lauren also talk about the importance of transparency, trust, and asking the right questions to avoid costly missteps. If you're looking to 10X your business—or just want to hire someone who’s not secretly a foot model—this episode is for you.Chapters:00:00:00 - A Curious Start: Traffic, Goals, and Grievances00:00:39 - Lofty Ideas: Why Bigger Dreams Are Easier00:02:58 - Big Hurdles: The Struggles of Thinking Big00:03:46 - The Ultimate Quest: Hiring the Perfect Fit00:05:56 - Zoom Realities: When Interviews Get Surprising00:08:48 - Radical Honesty: The Secret Sauce in Hiring00:17:03 - Building Bridges: The Art of Trust at Work00:21:04 - Looking Forward: What’s Next on the HorizonLINKS AND RESOURCES:Virtual Boss by Ralph BurnsEpisode 591 Is Delegation Your Kryptonite? Conquer the 4 Levels and Free Up Your TimeEpisode 663 How to Make Your Present Better by Making Your Future BiggerTier 11 on YouTubeMarketing Performance IndicatorsTier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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:AppSumo - 13% off with code traffic13AdCritter for Agencies
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26:07
How to Make Your Present Better by Making Your Future Bigger
Ralph and Lauren aren't just chatting about the weather; they're dissecting the art of achieving massive success by thinking bigger and setting ambitious goals, all based on the wisdom of "10X Is Easier Than 2X." They're dishing out their own experiences and providing examples to prove that aiming high, playing to your strengths, and assembling a dream team can lead to mind-blowing results. Get ready to ditch those tiny, yawn-inducing goals and embrace exponential growth in 2025 – Ralph and Lauren's pep talk will leave you feeling inspired and ready to conquer the world!Chapters:00:00:00 - Foggy Views, Frozen Pipes, and Podcast Vibes00:00:40 - When Life Gives You Challenges, Make Content00:01:41 - Delegation: That Thing We Love to Hate00:04:23 - 10X Thinking: Because 2X is Boring00:06:12 - Zodiac Signs, Salesforce, and Big Ideas00:11:07 - Eckhart Tolle, Present Moments, and Toilet Epiphanies00:16:39 - Turning Dreams Into Actionable Strategies00:23:15 - Falling Forward: Embracing Intelligent Failure00:28:37 - Jimmy Donaldson’s Genius and Your Next Move00:32:04 - Big Goals, Bigger Futures—The Wrap-UpLINKS AND RESOURCES:10x Is Easier Than 2x: How World-Class Entrepreneurs Achieve More by Doing LessDan Sullivan(YouTube)Is Delegation Your Kryptonite? Conquer the 4 Levels and Free Up Your Time | Perpetual Traffic EP 591(Website)Episode 591: Is Delegation Your Kryptonite? Conquer the 4 Levels and Free Up Your TimeChris Mercer on LinkedInHow MrBeast Grew His ChannelGood to Great: Why Some Companies Make the Leap...And Others Don't (Good to Great, 1)Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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
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36:27
[EXPOSED] What You Need to Know About The Honey Scam
A digital marketing bombshell explodes as Ralph and Lauren uncover the shocking truth about the Honey browser extension. Misattributed commissions, broken partnerships, and creators unknowingly caught in the crossfire—this scandal is shaking the influencer world to its core. With Lauren’s razor-sharp analysis and Ralph’s firsthand insights, they piece together a story of deception that could rewrite the rules of affiliate marketing. You won’t believe what’s happening behind the scenes!Chapters:00:00:00 - Ralph and Lauren Have a Bombshell Revelation00:00:22 - The Scandal Exposed: What’s REALLY Happening Behind the Honey Browser Extension?00:01:38 - Honey’s Secrets: How They Pull Off This Controversial Move00:03:25 - Fallout: Creators and Affiliates Hit Hard—What’s at Stake?00:07:44 - Crossing the Line? Legal Battles and Ethical Dilemmas00:15:43 - A Marketing Reckoning: What Does This Mean for the Future of Influencers?00:20:36 - Wrapping Up the Drama: TakeawaysLINKS AND RESOURCES: Marketing Performance Indicators™ What MegaLag Gets Wrong About PayPal Honey and Affiliate Marketing Why is PayPal being sued by YouTubers for alleged 'deceitful and clandestine methods'?Exposing the Honey Influencer Scam - MegaLag YouTubeFTC Action Temporarily Halts Operation that Allegedly Used Fake News Sites to Make Deceptive Claims about Acai Berry Weight-Loss ProductsTier 11 JobsPerpetual Traffic on YouTubeTier 11 on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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...
Perpetual Traffic is a twice weekly podcast that shares cutting-edge strategies on acquiring leads and sales for your business. The show is produced by Tier 11 and hosted by Ralph Burns and Lauren Petrullo. Traffic is the act of putting your product, service, or message in front of your target audience…it’s the act of acquiring customers online while also building goodwill, and is the lifeline of any business. So, whether you’re a media buyer yet to create your first Facebook or Instagram ad, a Director of Marketing or CMO managing a team of marketing specialists, or a CEO growing your business on your own, you’ll discover actionable strategies that can be applied today. Perpetual Traffic combines the traffic strategies developed at Tier 11 with the real-life agency experience of the hosts. Listen to real stories of business owners and marketing executives just like you how they overcame struggles with digital marketing and online advertising. Learn how to make Facebook advertising, Instagram advertising, YouTube advertising, Twitter advertising, Google AdWords advertising, LinkedIn advertising, (and more) work for your business.
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