Perpetual Traffic

Perpetual Traffic is a weekly podcast produced by DigitalMarketer and hosted by Ralph Burns (Tier 11) and Molly Pittman ( The duo shares cutting-edge strategies on acquiring leads and sales for your business through paid traffic. Paid 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 buying expert or you’ve yet to create your first Facebook or Instagram ad, you’ll discover actionable strategies that can be applied today. Perpetual Traffic combines the paid traffic strategies developed at DigitalMarketer with the real-life agency experience of Tier 11 and Listen to real stories of business owners just like you and 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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Dec 25, 2018

This week, we dove into the archives of Perpetual Traffic to find some of the best moments of 2018. There are clips from our 6 favorite episodes of this year, with links out to the originals. These episodes can help you hone your paid traffic strategy and prepare for the new year.


Episode 158: How Molly Pittman Generated 157,362 Leads from 1 Facebook Campaign

Episode 160: Not Getting Conversions with Facebook Ads? Follow These 11 Steps

Episode 166: Why Facebook Traffic is NOT Your Problem

Episode 174: New Facebook Ad Structures to Implement Before the Holiday Season

Episode 145: How to Amplify Your Ecommerce Business Using Facebook Ads

Episode 143: Cambridge Analytica: What You Need to Know

Thanks 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!

iTunes not your thing? Find us on SpotifyStitcher, TuneIn, or at

Dec 18, 2018

The Perpetual Traffic team shares their biggest takeaways from 2018. From the slew of new changes that Facebook made to how you can keep your ROI up, this one is packed full of great reminders to round your year out just right. Thank you so much for joining us on this journey and we look forward to providing more value for you in 2019!


  • How Cambridge Analytica has changed Facebook and its algorithm, and how you can change your paid traffic strategy to get back that ROI
  • Why positivity and user experience should be central to your new year
  • How to shape your ads’ messages to be accepted by Facebook 


Episode 143: Cambridge Analytica: What You Need to Know

Thanks 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!

iTunes not your thing? Find us on SpotifyStitcher, TuneIn, or at

Dec 11, 2018

Oli Billson is back to talk more about his FSMC Formula. But this time, Oli takes it beyond that initial conversion and talks about how to use this formula to keep the customers who have clicked. He goes over how to use the FSMC Formula to prevent this “follow-up failure.”

He also teaches you how to create a campaign and how to score leads so you can focus on users with the highest chance of conversion.

In This Episode You’ll Learn:

  • How the FSMC Formula will help you even after you get your leads
  • What “follow-up failure” looks like and why you want to prevent it in your business
  • An example of the FSMC formula in the wild that will help you shape your own campaign
  • How to create contingencies around asking “if they do X, then we do Y,” and “if they don’t do X, then we do Z”
  • How to differentiate great leads from poor leads using a lead scoring strategy
Dec 4, 2018

Is it possible to run a successful marketing blog without paying for traffic? Mike Stelzner sure thinks so. And he’s got the numbers to back him up.

Mike shows the hosts how he made $1.4 million in his first year of starting his blog, Social Media Examiner, through only organic traffic. He explains his editorial calendar, email newsletter schedule and his social media strategies. He also dives into the current state of social media and how to utilize the platforms for video content.


  • How to turn readers into customers without paid traffic
  • Mike’s formula for success: Great Content + Great People - Marketing Messages = Growth
  • Social Media Examiner’s original email newsletter schedule, the current schedule used and how long new subscribers are omitted from marketing messages
  • How you can strategize for SEO without an internal or external SEO expert
  • Why asking your customers what they want to learn about versus assuming what they want to know will help boost your readership
Nov 27, 2018

Here at Perpetual Traffic, we know that Facebook advertisements can really help skyrocket a business into success. But this week, you’ll find out just how they can turn a local business into a seven-figure company.

Cory Philip, Co-Founder of Gulf Coast Aluminum, has harnessed the power of Facebook advertising to bring in $1.9 million in sales in the last 12 months, with an ad spend of just $29,000, for his Florida-based company.

Cory explains why he allocates more of his ad budget to Facebook than Google AdWords. He then walks us through his advertisement objectives, retargeting strategy, lead capture, and drip sequence.


  • Why curating ads to promote engagement over conversions may help boost your ROI
  • How Facebook’s demographic change tripled the size of Cory’s audience, decreased his cost per lead, and increased the volume of leads
  • How he uses the video view objective to create an audience based off of the percentage of video viewed, and the ads he then runs to capture leads
  • Tips to avoid spending time and/or money on customers that aren’t ready to convert
Nov 20, 2018

Arri Bagah is a 22-year-old chatbot legend. In this episode, Arri explains the 4-step process of creating a chatbot and the options to choose from when deciding its purpose in the Customer Value Journey.

Arri’s chatbot agency, ROAS, works with multimillion-dollar companies including Guess, Poo-Pourri, and Beard Club. He explains how he got his start, as well as some up-and-coming technologies like voice and augmented reality (AR) that can help broaden your conversational marketing reach.


  • Ari’s strategy for landing big name clients, even if you are a young company
  • How emerging technology with voice searches is going to change how people are reaching your sites
  • How to use augmented reality to enhance the customer experience, specifically for companies selling physical products
  • Why Messenger isn’t always the answer to a better ROI and how you should use it to direct customers down the conversion path
Nov 13, 2018

Looking to increase the average order value for your ecommerce business? Who isn’t, amirite?

As this week’s guest explains, adding the following options can drastically increase the average order from your consumers: quantity, priority processing, or an order bum.

Repeat guest Tanner Larsson, Founder of Build Grow Scale & Ecom Insider, explains first how to price your ecommerce products, and then how to get customers to pay more at checkout. Finally, he walks us through the 3 pre-purchase average order values and shows us how to combine them to maximize your profits.


  • The Rule of Three and how to use it to price any ecommerce product
  • How to package quantity options and where to place the option on the checkout page
  • What priority processing is versus faster shipping, and how to use it as the final upsell at checkout

How to choose an order bump depending on your product and how to combine order bumps with quantity options and/or priority processing

Nov 6, 2018

If you are selling anything, but especially if you run an ecommerce business, you have already started ramping up for the holiday season. And that doesn’t mean putting up tinsel or mistletoe. It means ramping up your ad game and honing your landing pages.

Repeat guest, Ezra Firestone, returns to talk about some new shifts in online advertising and how you can take advantage of them this holiday season. He and the experts discuss new Facebook ad structures and trends, what’s working for Ezra right now, and where he thinks the ecommerce sales cycle is going from here.


  • Why people might soon be buying directly in social media platforms and how to get ahead of this change to grow your mobile sales
  • The best way to start experimenting with paid ads on Facebook BEFORE you get started in Ads Manager
  • What ad styles are performing best as instant experience ads that you should try
  • What big business are doing with their creatives that you should do too to help grow awareness
  • The best time to set your ads live to get in on peak holiday shopping
Oct 30, 2018

Our hosts are back from the Facebook Global Partners Summit in NYC, and they have the scoop on the 10 best practices to optimize your Facebook auction strategy.

They walk you through each practice and explain Facebook’s strategy to increase your return of investment, give real world examples of clients we are currently working with, and explain how they are using these strategies in their campaigns today.

Ralph and Molly also share how the Facebook campaign algorithm works and what agencies can do to increase the success of their campaigns.


  • Why your ROI will decrease after increasing your Facebook’s campaign’s budget
  • How to optimize your Facebook auction strategy to be as close to the business goal as possible
  • Why you shouldn’t rely on Facebook’s audience suggestions and what size to choose instead to boost your conversions
  • The importance of looking at surface impressions and conversions and how to use that information to increase your ROI
Oct 23, 2018

How can you start using chatbots in your marketing strategy to increase conversions, today?

Nehal Kazim is the CEO of Ad Pros Marketing and an expert in Facebook marketing. He’s figured out how to use ManyChat for Facebook Messenger to increase conversions—and he shares how you can apply these tactics to your business.

Nehal walks us through the 4 steps of a successful Messenger Bot Campaign. He explains the ManyChat growth tools to use for specific products, how to use chat to drive cold traffic, and triggers to use to increase your discovery.


  • The most undervalued part of Chatbot Campaigns and how to use it to increase sales
  • The 4 steps of a Chatbot Campaign plan and the strategies you can use to convert prospects into customers inside of the chat
  • The comment-to-messenger tactics that Facebook will reward you for, and ones that it will punish you for
  • Why focusing on just 1 sequence within your chat will help launch your campaign
Oct 16, 2018

Do online Facebook ads translate into in-person, brick-and-mortar sales?

Mackensie Liberman, a scientist turned marketer, has proved that they really can. Her agency, Orca Marketology, uses Facebook bots to increase revenue for both brick and mortar and ecommerce businesses, some for just a few dollars of ad spend a day.

In this special episode, also recorded from the 2018 Conversations Conference, return co-host Dan Gamito joins Molly and Ralph to talk with Mackensie about her bots. She walks them through her most successful Facebook ad and explains how she set up this campaign to stay live and converting, for over a year.


  • How just $5 a day on Facebook can help increase your sales of physical and ecommerce products
  • The ideal grace period to give customers to redeem their coupons to get the best ROI
  • Mackensie’s strategy for landing new clients that you can use no matter your business or industry
Oct 9, 2018

Today’s episode was recorded live from the 2018 Conversations Conference, hosted by ManyChat.

We’re talking with return guest, Oli Billson. Oli previously talked to us about his phone funnel framework several episodes ago. And in this episode, he explains his “FSMC formula” and gives us real campaign examples of how he uses this formula to generate conversions.

Learn how Oli uses Facebook Messenger to drive qualified leads into sales appointments, how to create milestones within your campaign, and when to use contingencies to increase the success of your ad.


  • Oli’s 3 P’s that ensure your marketing is successful
  • The FSMC Formula Oli uses for each of his advertising campaigns that’s helped keep his customers on track
  • How to retarget consumers who didn’t follow through on campaign milestones
  • How to integrate FSMC into Facebook Messenger so you can streamline your conversions
Oct 2, 2018

While there are definitely some big differences between brick-and-mortar and online stores, there are also some things that BOTH should be doing, especially when it comes to advertising…

This week, Perpetual Traffic hit the road and traveled all the way to Las Vegas, Nevada to the E-Commerce Conference. Adam Killam, VP of Business Development at Tier 11, joined Ralph Burns to record live at the event and discuss all things retail.

These experts talk about some untapped ad platforms, like Snapchat, and why you should be using them. With millions of users, many of whom don’t use other platforms like Facebook, Snapchat can give advertisers the opportunity to target new individuals.

They also explain examples of unique online customer experiences, strategies to avoid cart abandonment, and how to increase conversions once users have interacted with an ad.


  • What omni-channel marketing is and how companies are using it to increase conversions
  • How to bring online customer experiences offline to business establishments
  • Why focusing on the back-end customer experience is equally as important as driving traffic
  • How to decrease cart abandonment rates
  • How to monetize and make use of the traffic you’re driving to a webpage
Sep 25, 2018

Choosing the right objective is an essential lever in your campaign strategy. The right objective can achieve a 20%, or more, ad conversion rate, while the wrong one can put you below 10%.

If you listened to last week’s episode, but still have questions about some of the other campaign objectives, you’re in luck! (And if you haven’t listened to last week’s episode, click here.)

In this concluding episode, we talk about the remaining objectives: video views, lead generation, messages, conversion, catalog sales, and store visits. The experts give you real campaign examples they’ve used for each objective and tell you how to know which objective is right for you.


  • Which objective to use to increase product awareness
  • The different objective needs for larger and smaller businesses
  • What conversion rate you should shoot for when using lead generation
  • 2 ways to use the Messenger objective
Sep 18, 2018

It might seem like a simple factor of your campaign settings, but Facebook Campaign Objectives can have a big impact in achieving your goals for your ads. So, if your campaign is struggling, you might want to look at your objective settings.

In this week’s episode, the experts talk about a few of the 11 objective options and how to use them to your advantage. They give you real campaign examples of how they’ve used some of the objectives to drive website traffic, increase sales, and successfully retarget.

And tune in next week where they continue the conversation about the remaining objectives.


  • Get Facebook to do the heavy lifting for you by picking the right objective
  • The cheapest objective option for building brand awareness (and why you should be focusing on that)
  • The right campaigns to use impressions as your objective
  • What objective options you should be using for most of your campaigns
Sep 11, 2018

Sounds like a strange episode title for a podcast all about Facebook traffic, but bear with us. This week’s episode is one you NEED to listen to, especially if you have an ecommerce business.

Ralph Burns and his guest, Tanner Larsson, Co-Founder of Ecom Insider and, talk about a new way to think about increasing your revenue that doesn’t involve getting more traffic. Tanner will teach you all about revenue optimization, a more holistic way to optimize your Customer Value Journey, and why it might be a better thing to focus on than conversion rate optimization.

They also discuss the biggest mistakes that most business owners are making and many ways that you can get more money out of the traffic you already get.


  • Don’t try to extract your profit from your initial sale (and what to do instead)
  • The 3 ways to grow your business, and the 2 you should be giving more attention to
  • How to increase your revenue by selling to your existing customer base
  • Tactics to optimize your Shopify store to keep your customers coming back and staying longer
Sep 4, 2018

Roxelle Cho was born an entrepreneur.

She has been selling since she was a kid, peddling snacks from her backpack during school. But her creativity and knack for sales thrived when she turned to Facebook ads to help her struggling swimwear store, Fused Hawaii.

This week, paid traffic expert Molly Pittman and guest co-host Jeanna Pool—from—take on Roxelle’s case study. They look at more than just the numbers, impressive as they are, and get to the bottom of what made Fused Hawaii so successful—and how you can apply the same strategies to your Facebook ads, no matter your industry.

Molly and her guests also talk about the importance and benefits of surrounding themselves with other powerful businesswomen to learn from.


  • The Facebook ads strategy that changed the game for a small, struggling business and generated nearly $2MM in revenue
  • Why the Michigan Method from Episode 71 might not be right for you (and what to focus on instead to scale your Facebook campaigns)
  • How starting a conversation and selling a message (as well as a product) will set you apart and generate more loyal customers
Aug 28, 2018

Facebook has been making so many changes to their advertising lately, it can be hard to know what really matters to YOU. That’s where Perpetual Traffic comes in! 

Join Ralph as he shares insights from Tier 11’s Facebook Partner Manager and dives in to the latest Facebook ad updates… and updates that are on the horizon. He boils down the buckets of info, focusing in on the 7 changes that are important for you and your business.

If you or your business are running Facebook or Instagram ad campaigns, you’ll want to tune in to this episode.


  • Why using both video and still image ads might be the perfect recipe to up your conversions
  • 4 tips to ramp up your ads to make them "thumb stopping"
  • Why Facebook is removing thousands of targeting options (and adding some new options) and what that means for your existing campaign
  • How to use these updates to protect the privacy of you and of your customers
Aug 21, 2018

Have you ever wondered what a paid traffic expert does all day? How does a media buyer create campaigns that drive leads and generate sales?

This week, tune in to hear a segment of a private online training done by our co-host and paid traffic specialist, Molly Pittman. She takes you through what she does every day, and then she shows you how these paid ad strategies are scalable to anyone (even if you aren’t spending millions of dollars on ads).

From how she approaches creating brand new campaigns to what to do when an ad is underperforming, Molly explains it all. Plus, listen closely to get a promo code for the upcoming Conference.


  • How she went from a bartender in Kentucky to a paid traffic expert in just 6 years (and what it takes for YOU to become a master in paid traffic just as quickly)
  • “The Green- Yellow-Red System”: A way to rank your ad data that will help you turn off underperformers and scale up your budgets
  • Why research is the most important part of your campaign
Aug 14, 2018

Maybe you’ve listened to the last few episodes of Perpetual Traffic and followed all the advice, and you’re still seeing a high cost per acquisition (CPA). Your ads might have a different problem entirely.

But don’t worry… in Part 3 of their Facebook ad troubleshooting mini-series, the experts tackle how to fix another set of potential problems that nearly every media buyer has.

Listen to learn the 2 main causes of a low click-through rate (CTR) and a high cost per click (CPC) and 4 ways to get your ads back on track, increase your CTR, and simultaneously drop your CPC.

Missed the first 2 installments of this mini-series?
Find Part 1 here

Find Part 2 here


  • A few simple ways to beef up your creative and ad copy so your campaign resonates with more cold traffic
  • Why your hooks are so important, and how to successfully target them to your audience
  • How to use the Ad Grid to plan your ads and lower your CPC
Aug 7, 2018

Everyone who runs ads would love to acquire customers at a lower price. But sometimes your cost per acquisition (CPA) is too high... even if you have a high click-through rate and low cost per click. And even with the data that Facebook gives you, it’s not always clear what went wrong.

If this sounds far too familiar to you, this is the episode for you.

In the second installment of their Facebook ad campaign troubleshooting mini-series, the experts teach you how to wade through the ad manager data and find out what may be causing your high CPA. Then they walk you through how to fix each problem. 

(Missed the first installment? Find Part 1 of this mini-series here.)


  • 1 simple step that could save you money if your ads get a lot of traffic, but few conversions
  • What metrics to watch in order to diagnose the cause of your acquisition problem, so you can take steps to fix it
  • 3 potential causes and 3 solutions for a high CPA, despite having a high click-through rate and a low cost per click
Jul 31, 2018

Running Facebook ads is not a “set it and forget it” sort of experience. Even the pros have to keep an eye on their ads to make sure things are running smoothly. And things don’t always run smoothly… 

If you’ve turned on a campaign and you’re getting 0 impressions or 0% conversions, listen up. In this week’s episode, the experts talk about some common mistakes that people make when setting up a Facebook ad campaign. They walk you through 11 things that you can check and fix to get your campaign converting again. 


  • How to prevent the Facebook ad mistakes that even the experts make sometimes
  • The 1 thing you should do so that your disapproved or pending ad gets approved by Facebook
  • Why a limited ad flight schedule might not be right for you (and what to do instead)
  • 2 ways your pixel could be sabotaging you (and a Chrome extension to help you fix it)
Jul 24, 2018

Instagram users are now spending just as much time scrolling as Facebook users. So, if you aren’t putting your ads on both platforms, you are missing out on some great opportunities to leverage your advertising dollars.


Luckily for you, in this episode, the experts are breaking down a bunch of new updates that Facebook and Instagram have rolled out over the past month. This includes multiple new ad formats (and a future ad placement) to make your advertising more effective, a new feature on the Ads Manager app that will give you more control of your ads if you’re away from your desktop, and 3 new ManyChat features that will make your life easier.


  • The new Ads Manager app feature that lets you do more for your ad campaign, even when you’re on the go and away from the computer
  • 3 exciting new ManyChat features that make Messenger marketing more powerful
  • The future Instagram ad placement you should be looking out for
  • How 2 new Instagram ad options help you use the growing platform to its fullest to grow your campaign
Jul 17, 2018

157,362 leads generated. In 8 weeks. For just $1.08 per lead. All from 1 Facebook campaign! 

Join the experts as they share the exact strategy Molly used to achieve these results… and how you can apply it to your next Facebook ad campaign.

We break down everything—the research process, how the ad sets were set up, how Molly maximized the relevance score, why ad sets were removed or boosted, and what the results from the campaign were.

If you want to improve how you’re managing your own Facebook ad campaigns, grab a notebook and tune into this episode.


  • The 1 technique Molly used to skyrocket the social proof on her ads
  • The 6 steps to expand your research so you can find the best audiences for your ad sets
  • How to cull the bad ad sets and boost the better ones
  • What to do if you’re getting cheap link clicks but no conversions
Jul 10, 2018

Join the experts as they discuss a major update Facebook made to increase transparency, why this might be a bad thing for “Bush’s Baked Beans,” but why it is definitely a GOOD thing for your business.


If you’ve ever had trouble researching your target market and coming up with ideas for ad creatives, this update is exactly what you’re looking for. Tune in to find out why.


  • A “sneaky” new way to spy on your competitors’ ads to learn what’s working for them
  • What to test in your Facebook ad campaigns so you can reach more of your audience
  • New restrictions being placed on 1 Facebook ad type and how this will impact your Facebook ad strategy
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