{"podcast":{"title":"Perpetual Traffic","slug":"perpetual-traffic-4608","podcast_index_feed_id":4608,"rss_url":"https://feeds.captivate.fm/perpetual-traffic/","website_url":"https://www.perpetualtraffic.com/","image_url":"https://artwork.captivate.fm/10643c47-6cbc-47b5-9d24-62affb95b637/PT-artwork-1.jpg","author":"Tier 11","episode_count":500,"summary":"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 ma…","last_synced_at":"2026-07-22T00:20:35.909757+00:00","page_url":"https://stenobird.com/podcast/perpetual-traffic-4608"},"episode":{"title":"2 Big Reasons Why Meta Isn’t Optimizing for Sales Anymore","slug":"2-big-reasons-why-meta-isn-t-optimizing-for-sales-anymore","published_at":"2026-02-13T11:00:00+00:00","page_url":"https://stenobird.com/podcast/perpetual-traffic-4608/2-big-reasons-why-meta-isn-t-optimizing-for-sales-anymore","show_page_url":"https://stenobird.com/podcast/perpetual-traffic-4608","url":"https://www.perpetualtraffic.com/","audio_url":"https://p.podderapp.com/7098133346/episodes.captivate.fm/episode/98161e3f-f3df-4b73-ab44-0115d48c311f.mp3","summary":"If you’re still measuring success by direct conversions alone, you could be missing the bigger picture in your campaigns. Meta is shifting its focus, and if you're not adapting, your business will be left behind. In today’s episode, we share insights from testing with over $50 million in ad spend. You’ll hear about the importance of metrics like hook rate and hold rate, and how creative optimization is key to staying ahead. We also explain why viewing your campaigns holistically, not just through conversions, is the future of effective ad buying. Plus, you’ll gain a clear understanding of how to navigate these changes, tweak your media buying strategy, and optimize your campaigns for better customer acquisition. Join the conversation now and learn how we’re adjusting our strategy to scale ad performance and acquire customers profitably. In This Episode: - Meta’s shift from sales to leading indicators - Why video ads are now key to ad performance - Live presentation: analysing hook and hold rates - How hook rate and hold rate work together - Real-world examples of hook and hold rates testing - Why media buyers need to be growth strategists now Mentioned in the Episode: Previous Episode with Motion’s CEO: https://perpetualtraffic.com/podcast/episode-769-the-biggest-creative-trends-in-2026-revealed-with-reza-khadjavi/ Previous Episodes with John Moran: https://perpetualtraffic.com/?s=john+moran Watch the Episode on YouTube: https://perpetualtraffic.com/youtube 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_c…","meta_description":"If you’re still measuring success by direct conversions alone, you could be missing the bigger picture in your campaigns. Meta is shifting its focus, and…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2406,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/perpetual-traffic-4608/episodes/2-big-reasons-why-meta-isn-t-optimizing-for-sales-anymore/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/perpetual-traffic-4608/2-big-reasons-why-meta-isn-t-optimizing-for-sales-anymore.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}