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We continue our discussion on why Meta is still the most powerful ad platform and what to expect in the coming year. We break down how Facebook figured out monetization, from early Microsoft deals and disastrous missteps like Beacon to right-hand rail ads and the moment ads entered the newsfeed.
We’ll walk you through the desktop era, the transition to mobile, and why Meta’s make-or-break moment before its IPO changed everything about how ads work today. Plus, we connect the dots to what’s happening right now with the Andromeda update and the increasing need for creative diversification.
In This Episode:
- Why Meta’s global reach matters
- Meta’s early advertising mistakes
- Facebook’s Beacon backlash explained
- The right-hand rail ads era
- Mobile ads turning point
- Why Andromeda update changes everything
Mentioned in the Episode:
Previous Episode on Why Meta is The Best Ad Platform: https://podcasts.apple.com/us/podcast/why-meta-is-the-best-ad-platform-on-the-planet-in-2026-part-1/id1022441491?i=1000741985274
Acquired Podcast’s Episode on Meta: https://www.acquired.fm/episodes/meta
Perpetual Traffic YouTube Channel: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1
Facebook’s Failed Beacon Project: https://www.cbc.ca/news/science/facebook-shuts-down-beacon-marketing-tool-1.832698
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_confirmation=1
We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf
Connect with Ralph Burns:
Connect with Lauren Petrullo:
Mentioned in this episode:
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
Meta’s global reach and heavy AI investments give it an undeniable edge over other digital marketing platforms. In today’s episode, we are exploring how Meta’s ongoing innovations will reshape advertising in 2026 and what this means for your business or agency.
Lauren shares her firsthand experience testifying at a House subcommittee about how Meta’s AI tools are helping small businesses scale. We unpack why Meta's capabilities (like Andromeda) are game-changers for businesses that overcome AI fears and leverage Meta’s creative diversification.
Plus, we look at real-world examples of how AI is amplifying business growth, and how Meta’s ecosystem can supercharge marketing strategies in ways other platforms simply can’t match.
Join the conversation now if you want to stay ahead of the curve in 2026.
In This Episode:
- Lauren's AI testimony at a House subcommittee
- Fear of AI replacing jobs vs. AI as a growth opportunity
- The rising need for human interactions
- Meta’s global influence on internet users
- Why Meta is the best ad platform
- Meta’s investment in AI and its implications for 2026
- Statistics on Meta’s usage and revenue growth
Mentioned in the Episode:
Global Internet Users: https://www.statista.com/statistics/273018/number-of-internet-users-worldwide/
Facebook Usage Statistics: https://www.demandsage.com/facebook-statistics/
Previous Episodes on Meta’s Andromeda: https://perpetualtraffic.com/?s=andromeda
Lauren's instagram post: https://www.instagram.com/p/DSFw2WvEYzi/?hl=en
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_confirmation=1
We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf
Connect with Ralph Burns:
Connect with Lauren Petrullo:
Mentioned in this episode:
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
Set up your business for success with our Creative Diversification Package. You’ll get 30+ fresh creatives monthly in 10 high-converting formats plus free access to media buying and Tier 11’s Data Suite: https://tiereleven.com/cd
Are you ready for 2026? Many businesses are focusing on the wrong things right now, but setting specific, measurable goals today could set you up for massive growth next year. In this episode, we share the importance of goal-setting and how it should be the top priority as you plan for your company’s future.
We explore how most businesses fail to reach their potential because they lack clear, transparent goals, especially at the leadership level. And we examine real-world examples of businesses that didn’t set measurable objectives and discuss how companies can reverse-engineer their success by breaking down their annual goals into smaller, actionable pieces.
We also give you the blueprint to ensure your 2026 is a massive success. Whether you're in charge of a marketing department or running a multi-million-dollar business, we challenge you to define exactly what you want to achieve and the steps to get there.
In This Episode:
- Why setting SMART goals is critical
- Setting transparent, company-wide goals
- Breaking down annual goals into actionable steps
- Determining the resources needed to achieve goals
- How to involve your team in goal setting
- Real-world example from Disney on setting goals
- Are you setting yourself up for success in 2026?
Mentioned in the Episode:
Tier 11’s nCAC Calculator: https://www.tiereleven.com/ncac
JFK’s SMART Goals: https://biggsuccess.com/2009/07/20/how-to-set-goals-like-john-kennedy/
RØDE PSA1+ Professional Studio Arm: https://amzn.to/3Y6kSsK
Rode Dynamic Podmic: https://amzn.to/4rAPWOY
Shure Dynamic Podmic: https://amzn.to/3Ks4fVu
Sony ZV-1F Vlog Camera: https://amzn.to/44O1MeG
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_confirmation=1
We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf
Connect with Ralph Burns:
Connect with Lauren Petrullo:
Mentioned in this episode:
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
Meta's new Andromeda retrieval engine demands REAL creative diversity. Get Tier 11’s Creative Diversification Package and access Media Buying + Data Suite for FREE:
https://tiereleven.com/cd
Is Meta forcing all your ad spend into one product, regardless of what you actually want to scale? What if the very thing limiting your business isn’t your ads or your offer but the algorithm you’ve been unintentionally training?
In this ad lab session, John Moran breaks down how we rebuilt a campaign architecture using a Meta version of the “feeder strategy” and unlocked the ability to steer Andromeda rather than be steamrolled by it. We share how we took a business stuck with 80% of its conversions tied to a single SKU and created a system that grows multiple products profitably, on demand.
If you’ve ever wrestled with product concentration, SKU imbalance, or runaway algorithm bias, this episode is your roadmap out. We cover the data, the levers, the mistakes, and the surprising benefits we didn’t see coming.
In This Episode:
- Applying Google’s feeder strategy to Andromeda
- Case study: training Meta to sell more products
- CTR and CPC change after restructure
- All clicks versus link clicks
- The story-first creative advantage
- Real results from testing the feeder strategy
- Risk, scaling, and product diversification
- How the strategy impacts company valuation
- Final insights and episode wrap-up
Mentioned in the Episode:
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_confirmation=1
We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf
Connect with John Moran:
Connect with Ralph Burns:
Connect with Lauren Petrullo:
Mentioned in this episode:
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
Do you ever feel like your marketing messages aren’t landing? What if the real issue isn’t the message itself, but how you’re communicating it? In today’s episode, we explore the art of communication with Charles Duhigg, the New York Times bestselling author of The Power of Habit and Super Communicators.
Charles shares how understanding different types of conversations can help you connect with your audience, build trust, and make your marketing more effective. We touch on how this concept applies to modern marketing strategies, such as non-salesy Meta ads that subtly invite engagement rather than pushing a direct call to action.
We’ll also share tactics you can start using immediately, whether you're running campaigns or navigating family holiday dynamics. Tune in to take your communication and marketing skills up a notch.
In This Episode:
- The power of super communication
- Practical vs. emotional conversations
- Turning surface-level questions into deep conversations
- Listening and proving you're paying attention
- Small courtesies like “please” and “thank you” have a huge impact
- Communication rules across generations & online sarcasm
- Connecting emotionally through Meta ads
- How to connect with Charles Duhigg
Mentioned in the Episode:
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_confirmation=1
We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf
Connect with Charles Duhigg:
Connect with Ralph Burns:
Connect with Lauren Petrullo:
Mentioned in this episode:
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
It’s time to draw your 2026 marketing plan, and we want to help you maximize profits with Meta ads. We’re offering you 30 monthly deliverables,10 ad types, media buying, and access to Tier 11’s Data Suite before the year ends.
Claim your Creative Diversification Package now at: https://www.tiereleven.com/cd
Are you trying to squeeze every last bit out of Meta, Google, and TikTok but still missing a piece of the growth puzzle? What if one of the most powerful performance channels is hiding in plain sight on your TV? That’s exactly the concept we dig into today as we explore the opportunities inside connected TV and why it’s becoming a must-have in every marketer’s media mix.
We’re joined by Vibhor Kapoor, Chief Business Officer at NextRoll, to unpack how CTV has evolved from a “big brand awareness play” into a precision-targeted, full-funnel performance channel. We get into CPM shifts, attribution clarity, identity graphs, retargeting flows, and the wild amount of audience-level data available inside modern streaming platforms.
Plus, we talk about how repurposed social creatives, not $200K production shoots, are already driving 2–3X stronger ROAS for brands and B2B companies. As you build your 2026 plan, this conversation will redefine multi-channel advertising and where the smartest budget shifts are happening.
In This Episode:
- What NextRoll does now: the evolution
- How NextRoll handles attribution on social platforms
- Why AI-driven budget optimization is necessary
- What is CTV and why is it exploding?
- CPM shifts in CTV targeting
- Targeting and retargeting CTV ads across devices
- Real-world CTV results
- What marketers must know for 2026
Mentioned in the Episode:
AdRoll / NextRoll CTV case studies
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_confirmation=1
We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf
Connect with Vibhor Kapoor:
Connect with Ralph Burns:
Connect with Lauren Petrullo:
Mentioned in this episode:
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
As the BFCM dust settles, it’s time to plan for Q4 and 2026. We’re offering you 30 monthly deliverables, 10 ad types, media buying, and access to Tier 11’s data suite to help you maximize profits with Meta ads.
Claim your Creative Diversification Package at: https://www.tiereleven.com/cd
Record Black Friday sales don’t mean anything if you shredded your margins to get there. In this episode, we reveal the hidden metrics behind a profitable BFCM, from average order value segmentation to subscription velocity and discount impact.
Lauren shares the three buyer groups you must analyze to understand whether you actually grew or silently lost money. You’ll also learn what to do right now to turn BFCM buyers into profitable repeat customers in Q4 and beyond.
In This Episode:
- Black Friday success myths
- How to measure Black Friday success
- Creating a profitable seasonal offer
- Segmenting and retargeting your BFCM buyers
- Selling to Costco vs. Walmart buyers
- Preparing offers for Q4 and 2026
Mentioned in the Episode:
Marketing Performance Indicators Checklist: https://perpetualtraffic.com/mpi/
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_confirmation=1
We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf
Connect with Ralph Burns:
Connect with Lauren Petrullo:
Mentioned in this episode:
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
With the latest GEM and Andromeda updates, creative diversification is the only way to crack Meta's algorithm. We’re offering you 30 monthly deliverables,10 ad types, media buying, and access to Tier 11’s data suite to help you stay ahead.
Get our exclusive Creative Diversification Package at: https://www.tiereleven.com/cd
The days of throwing up a simple product photo to your Meta ads and hoping for conversions are long gone. If you’re not diversifying your creative strategy, your results will suffer. We continue our discussion with Andrew Foxwell on the latest Meta GEM update and its implications for ads.
Andrew shares why evolving your creative strategy is the only way to thrive in this new era of advertising on Meta. We’ll also guide you on how to rethink your creative process and share tactics that are driving incredible results for our clients.
In This Episode:
- The importance of creative diversification
- What makes a successful creative strategy today
- How to implement creative diversification
- Real-world results from creative diversification
- How to hire creative strategists
- Get in touch with Andrew Foxwell
Mentioned In The Episode:
Previous Episodes on Andromeda: https://perpetualtraffic.com/?s=andromeda
Foxwell Digital courses and GPT at https://www.foxwelldigital.com/
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_confirmation=1
We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf
Connect with Andrew Foxwell:
Connect with Ralph Burns:
Connect with Lauren Petrullo:
Mentioned in this episode:
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
Creative diversification is now the primary lever that Meta is rewarding. You need at least 30+ fresh concepts per month to unlock the algorithm's full potential. Our Creative Diversification Package will give you that and more.
Check out the offer at: https://www.tiereleven.com/cd
Meta’s latest update will fundamentally change how your ads are ranked, served, and scaled. However, most advertisers don’t even know it’s already live. This week, I’m joined by Andrew Foxwell, one of the sharpest Meta strategists in the game.
Andrew breaks down Meta’s new GEM model, the “central brain” now powering ad delivery across Facebook, Instagram, and WhatsApp. We talk about cross-platform signals, why organic content matters again, and how GEM connects directly to Andromeda’s creative ranking system. We look at workflows and what your team should change immediately to stay ahead of this shift.
In This Episode:
- How GEM impacts Meta ads performance
- The difference between GEM and other Meta updates
- How advertisers can train GEM effectively
- GEM’s impact on the role of organic content
- What makes a “good ad” now
- The necessary mindset shift for advertisers
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_confirmation=1
We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf
Connect with Andrew Foxwell:
Connect with Ralph Burns:
Connect with Lauren Petrullo:
Mentioned in this episode:
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
Creative diversity is a must to crack Meta's new Andromeda algorithm and dominate your market. We’re offering you 30 monthly deliverables, 10 ad types, media buying, and access to Tier 11’s data suite to help you stay ahead.
Get our exclusive Creative Diversification Package at: https://www.tiereleven.com/cd
Are you really getting the most out of your ad spend? What if you could drastically reduce your ad budget while seeing better returns? Well, in today’s episode, I’m walking through a real SaaS case study where we helped a company grow from $1,300 to $393,000 in monthly revenue.
I break down the exact steps we took to transform this business. From the ground up, we overhauled their ad strategy, implemented creative diversification, and scaled back ad spend to improve their media efficiency ratio (MER).
I’ll show you how we used both Meta and Google Ads to create an efficient, low-cost acquisition funnel, driving massive results without constantly increasing spend. If you’re ready to stop just throwing money at ads and start getting real results with less, this is a must-watch.
In This Episode:
- Case study: scaling from $1,300 to $393K/month
- Executing the nCAC reducer framework
- Implementing the creative strategy framework
- Results from Meta, Google, and Data Suite
Mentioned in the Episode:
Previous episodes on Andromeda: https://perpetualtraffic.com/?s=andromeda
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_confirmation=1
We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf
Connect with Ralph Burns:
Connect with Lauren Petrullo:
Mentioned in this episode:
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
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