Ralph and John dig into a case study that flips conventional marketing on its head, showing how rethinking ad spend can drive unexpected results. They explore why focusing on Media Efficiency Ratio (MER) instead of ROAS can uncover hidden opportunities for growth. Through examples and real-time analysis, they reveal strategies for reallocating budgets, cutting unnecessary costs, and achieving better outcomes. Along the way, they take live questions and break down how metrics can reshape business decisions. It’s a session packed with lessons that challenge the status quo and offer a fresh perspective on smarter marketing.

Chapters

• 00:00:00 - Welcome to the Marketing Jungle: Ralph and John Unleashed
• 00:00:49 - The Case Study So Wild It’s Practically Fiction
• 00:02:05 - Doing the Opposite: When Counterintuitive is Just Intuitive
• 00:03:36 - ROAS vs. Reality: The Brand Campaign Smackdown
• 00:05:52 - MER Explained: Or Why ROAS is Crying in a Corner
• 00:08:20 - Results So Good You’ll Wonder If We’re Making Them Up
• 00:10:50 - ROAS Walks into a Bar. MER Kicks It Out.
• 00:13:00 - When Saving $7K Feels Better Than Finding $20 in Your Jeans
• 00:15:30 - $425,000 Later: Did Google Ads Just Buy Itself Dinner?
• 00:18:05 - Tracking the Truth: Wicked Reports and Google Play Detective
• 00:20:45 - Why Your Ad Agency’s Yacht Might Be Your Biggest Expense
• 00:25:10 - Margins vs. Metrics: A Fight as Old as Time, But With Spreadsheets
• 00:28:00 - Turning Ad Budgets into Revenue: Step One, Don’t Panic
• 00:30:00 - Final Marketing Lessons: Indicators, Sanity, and Why You Shouldn’t Chase ROAS
• 00:32:13 - Live Q&A: Your Questions, Our Strategy Confessions
• 00:33:12 - Shopping Ad Secrets: Turning Standard into Stellar
• 00:34:24 - Remarketing: When Stalking Your Customers Pays Off
• 00:35:57 - Demand Gen or Demand "Gen-uinely Confused"?
• 00:37:51 - Video Action Campaigns: Clickbait With a Purpose
• 00:38:48 - Gmail Ads: Google’s Expensive Postcards Nobody Reads
• 00:41:44 - Performance Max: Where Traffic Metrics Go to Party
• 00:45:52 - Feeder Strategies That’ll Make You Feel Like a Marketing Chef
• 00:51:33 - Competitive Metrics and Why Lead Gen Feels Like a Marathon
• 00:57:06 - Wrapping Up: The Last Bits of Genius Before You Hit Replay

LINKS AND RESOURCES:

• Tier 11 on YouTube
• Get Your Marketing Performance Indicators™ Checklist Now!
• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

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