{"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":"Why the Funnel Is Dead (And What Actually Drives Growth Now)","slug":"why-the-funnel-is-dead-and-what-actually-drives-growth-now","published_at":"2026-03-31T11:00:00+00:00","page_url":"https://stenobird.com/podcast/perpetual-traffic-4608/why-the-funnel-is-dead-and-what-actually-drives-growth-now","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/5e00d284-713c-4a27-96dd-c729cd851034.mp3","summary":"Stop spending more on an outdated digital strategy. Let our experts audit it and give you the blueprint you need to scale fast. Book your spot: https://www.tiereleven.com/audit (only 3 spots available). Are you still optimizing channels in isolation, thinking Meta is broken while Google “works”? That mindset is exactly what’s killing your growth. If you’re chasing last-click ROAS or shifting spend based on siloed performance, you’re missing the bigger picture, and it’s costing you more than you think. In this episode, we challenge the entire concept of the traditional funnel. We look at why spending more doesn’t always mean scaling, and how improving conversion rates, content, and product pages can outperform increased ad spend. We share real examples, from Amazon ad spend cuts with zero revenue loss to brands hurting themselves by turning off Meta. We also unpack media efficiency ratio, the halo effect across platforms, and why content is now inseparable from paid media. In This Episode: - Spending more on content and listings to boost ROAS - Insights from Amazon ads case studies - MAP pricing and arbitrage when selling on Amazon - Why siloed attribution is misleading - Media Efficiency Ratio (MER) vs last-click metrics - Marketing history of soap operas Mentioned in the Episode: Partner With Our Digital Marketing Experts: https://www.tiereleven.com/apply Part 1: The Funnel Is Dead. Here’s What Full-Funnel Actually Means Now: https://perpetualtraffic.com/podcast/episode-787-the-funnel-is-dead-heres-what-full-funnel-actually-means-now/ Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite 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 l…","meta_description":"Stop spending more on an outdated digital strategy. Let our experts audit it and give you the blueprint you need to scale fast. Book your spot: https://ww…","key_points":[],"chapters":[],"topics":[],"duration_seconds":1702,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/perpetual-traffic-4608/episodes/why-the-funnel-is-dead-and-what-actually-drives-growth-now/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/why-the-funnel-is-dead-and-what-actually-drives-growth-now.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}