Perpetual Traffic

• The Least Sexy Task in Marketing You Must Do Now!

  Ralph Burns and Lauren Petrullo dive into the “ugly duckling” of digital advertising: tracking. Lauren reveals her own messy Meta event setup and why that mistake—yes, even from a pro—could be sabotaging your campaigns. Learn why placing a pixel isn’t enough, what event match quality (EMQ) really tells Meta, and how CAPI fixes data loss issues caused by browser-side limitations. This is Part 1 of a 3-part tracking mini-series... and it starts with full transparency and a touch of public flogging.Chapters:00:00:00 - Cracking Open the Perpetual Traffic Vault00:01:31 - Why Bad Tracking Kills Great Marketing00:02:58 - Meta's Bold AI Vision (and Why It Matters)00:04:47 - The Data Black Hole of Flexible Ads00:06:53 - From Pixels to Prediction: How Ad Networks Evolved00:10:57 - Your Official Invite to the 3-Part Tracking Overhaul00:14:28 - How to Set Up Tracking Without Breaking Your Brain00:15:53 - Which Data Source Should You Actually Trust?00:15:59 - The Truth About Pixel vs. Dataset IDs00:17:04 - Don’t Just Place Events—Place Them with Purpose00:17:27 - Next-Level Pixel Installs (That Don’t Break Your Site)00:23:44 - What Your EMQ Score Is Really Telling Meta00:25:05 - The Showdown: Browser Events vs. CAPI00:28:48 - Fix Your Errors Before They Cost You More00:30:01 - Wrapping Up... and What’s Coming NextLINKS AND RESOURCES:About standard and custom website eventsSpecifications for Meta Pixel standard eventsAbout the flexible ad formatGet Your nCAC Calculator 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 iTunes and leave us a review!Mentioned in this episode:Unbounce - Code PT10off

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• Beauty & Wellness Creative Domination: The 3-Step Formula

  Ralph Burns welcomes back creative powerhouse Lauren Schwartz, Paid Media Creative Expert and founder of The Loft 325. Together, they break down the 3-Step Creative Formula that’s generating massive results for beauty and wellness brands in a hyper-competitive ad landscape. Lauren reveals how to audit creative, identify conversion gaps, and scale customer acquisition using a proven process. Whether you manage seven-figure accounts or are just getting started, this episode offers actionable advice rooted in real-world campaign wins.Chapters:00:00:00 - Kicking Off the Beauty Domination Series00:00:29 - Why Beauty Brands Need This Now00:00:55 - Creative: Your Brand’s Secret Weapon00:02:23 - What Clients Get Wrong (and Right)00:03:56 - The Formula Behind Winning Creatives00:07:05 - Is Your Brand Speaking Consistently?00:10:29 - Where Social + Paid Ads Fall Apart00:21:00 - Inventory Meets Identity: Your Hidden Advantage00:21:37 - How to Fix Your Creative Library00:22:39 - Are Your Ads and Socials Aligned?00:25:24 - Mobile First? Or Mobile Failing?00:28:05 - Where Your Ad Strategy is Leaking Money00:31:14 - Find the Frizz: Pain Points That Convert00:36:27 - Don’t Just Sell — Stand Out00:39:46 - Final Takeaways to Win With CreativeLINKS AND RESOURCES:ACTUAL Data Driven CreativeScale Your Beauty Brand Without Wasted SpendOCOA BeautyOCOA Beauty on InstagramTier 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:Unbounce - Code PT10off

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• [Case Study]: 5 Steps to High-Converting On-Brand Beauty & Wellness Ads

  Ralph Burns and Lauren Schwartz return for the third installment of the Beauty Brand Scaling Series—and it’s their most tactical one yet. They pull back the curtain on the exact creative strategies that consistently scale 7- and 8-figure beauty brands. You’ll hear how brands fall into the trap of choosing aesthetics over performance—and why that’s costing them real revenue. Ralph breaks down why creative is the biggest gear in Tier 11’s conversion engine, while Lauren shares how their system blends brand consistency with ROI-driven ad execution. This isn’t theory—it’s the framework that’s actively transforming campaigns right now. If you’re in beauty, ecommerce, or just hungry for creative that actually converts, this episode is your blueprint.Chapters:00:00:00 – Kicking Things Off: Why This Episode Will Shift Your Beauty Brand Mindset00:00:46 – Meet the Creative Powerhouse Behind the Beauty Scaling Breakthrough00:01:09 – Why Creative Isn’t Just Important—It’s the Core of Media Buying Success00:02:04 – Beauty Brands Are Struggling… Here’s What They’re Doing Wrong00:05:42 – How One Beauty Brand Went from 'Pretty' to Profitable00:07:54 – Are Your Ads Speaking to Real Pain Points or Just Looking Cute?00:17:53 – Cracking the Code for Curly Hair: One Creative Doesn’t Fit All00:20:34 – Want Better Ads? Start by Knowing What Your Customer Hates00:21:25 – Stop Guessing—Here’s How Winning Creatives Actually Evolve00:22:40 – The Creator Choice That Can Make or Break Your Brand’s Trust00:24:04 – Before & After That Converts: The Secret to Visual Storytelling00:26:08 – Text Overlays & Proof: The Subtle Art of Scrolling-Stopping Credibility00:33:17 – If Your Website Doesn’t Convert, Your Ads Are Wasted—Here’s the Fix00:37:26 – Wrap Up: What This Case Study Reveals About Scaling Smart in 2025LINKS AND RESOURCES:ACTUAL Data Driven CreativeScale Your Beauty Brand Without Wasted SpendBellissimaTier 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:

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• [Breaking]: How to Test (& De-Dupe) Meta Advantage+ Campaigns with 100% Accuracy

  In this special Tier 11 lab episode, Ralph Burns and John Moran pull back the curtain on a powerful new Meta ad tactic: the CAPI import strategy. Learn how to eliminate costly data duplication, master new customer acquisition cost (NCAC) tracking by individual SKU, and scale your Advantage+ campaigns using a two-ad-set system that blends testing and scaling. If you’re running Meta or Google Ads and want accurate reporting, optimized spend, and smarter campaign architecture, this is the episode to study.Whether you're a CMO managing complex eComm portfolios or a media buyer navigating messy data, this one's packed with Tier 11's real-time breakthroughs—tested with their own money before hitting client campaigns.Chapters:00:00:00 - Dive Into the Latest from Perpetual Traffic00:01:06 - Meet John Moran & the Game-Changing CAPI Import Shift00:02:19 - Killing Duplicate Data: The Key to Smarter Ad Spend00:04:09 - How Advantage+ and NAC Unlock Scalable Profits00:07:11 - Inside the Lab: Strategy Shakeups and Bold Rebrands00:09:22 - Real Ad Results: Behind-the-Scenes of a Meta Campaign Makeover00:22:04 - Breaking Down Meta’s New Campaign Framework00:34:19 - Creative Testing: What’s Actually Working Right Now00:34:57 - Perry Belcher's Email Playbook That Still Prints Money00:35:39 - The Secret Sauce: Layering Strategies for Maximum Impact00:36:00 - Your Weekly Traffic Fix + Hot Seat Q&A Begins00:37:30 - How to Capture Distressed Seller Leads (The Smart Way)00:41:54 - Unlocking the Power of the Feeder Strategy00:43:35 - Winning in High CPC Markets Without Burning Cash00:46:16 - How Small Brands Can Dominate with Feeder & Meta00:49:58 - YouTube Meets Demand Gen: The Feeder Funnel 2.000:58:51 - Cracking the Code on Standard Shopping Optimization01:02:18 - Wrap-Up: Big Takeaways & What's Coming NextLINKS AND RESOURCES:About deduplication for Meta Pixel and Conversions API eventsMatt Apps - Executive ProducerThe MAJOR Meta Advantage+ Changes You Must KnowThe Billionaires ClubTier 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...

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• What’s Working Now: Meta Andromeda Update, TikTok Shop Ads & Pornhub Ads?

  Ralph and Lauren pull back the curtain on Meta’s latest Advantage+ transformation, powered by the underreported Andromeda algorithm. With Meta silently replacing manual campaign controls with full automation, the hosts dive into what this shift means for media buyers, business owners, and performance marketers. From breaking down Advantage+ Shopping's evolution to analyzing its strategic implications for ad spend and conversion optimization, Ralph and Lauren explain why understanding Meta’s AI is now mission-critical. If you're managing Meta ads in 2025, this episode is your wake-up call.Chapters:00:00:00 – Dive Into the Chaos: Welcome to the Professional Traffic Podcast00:01:33 – The Truth About Meta’s Advantage+ and the Stealthy Andromeda Rollout00:03:17 – Hot Takes: Our Raw Reactions to Meta’s Automated Future00:05:28 – Meta’s $65 Billion Bet on AI—What It Really Means for Advertisers00:07:42 – Tariffs, Tension & Traffic: Why It’s Time to Diversify Beyond Meta00:11:41 – Beyond the Big Two: Alternative Ad Networks You Shouldn’t Ignore00:17:30 – Snapchat Isn’t Dead: Surprising Wins and What the Data Shows00:19:23 – TikTok’s Rise and the Platforms Quietly Dominating the Feed00:21:00 – Dollars and Downloads: The Platforms Driving Real Economic Growth00:21:09 – Threads is Blowing Up—Here’s What That Means for Marketers00:22:03 – Personalized Ads That Don’t Suck: Cracking the Relevance Code00:23:06 – Wait, Did We Just Say PornHub? The Untapped Traffic Opportunity00:24:15 – Can Threads Deliver Ad Results? Here’s the Smart Way to Find Out00:25:25 – TikTok’s Secret Superpower: B2B Lead Gen Done Right00:30:02 – Lead Quality Over Quantity: How to Actually Score Buyers00:31:07 – Mic Drop: Final Thoughts, Must-Know Takeaways, and Show NotesLINKS AND RESOURCES:Meta Andromeda: Supercharging Advantage+ automation with the next-gen personalized ads retrieval engineMeta to spend $65B on AI in 2025, Zuckerberg saysEpisode 693: How Meta Ads Are Changing Forever: Advantage+ & cAPI Subterfuge REVEALED!Episode 691: The MAJOR Meta Advantage+ Changes You Must KnowEpisode 660: 3 Astonishing New Features on TikTok You Didn’t Know About…Until NowEpisode 629: (Part 2)How to Use TikTok Ads The Right Way to Grow Your BusinessEpisode 627: How to Use TikTok Ads The Right Way to Grow Your BusinessGet Your nCAC Calculator Now!Tier 11 JobsPerpetual Traffic on

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