Episode 646

full
Published on:

19th Nov 2024

[INSANE Case Study] How to Spend LESS & Make MORE on Meta & Google

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

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About the Podcast

Perpetual Traffic
Helping marketing directors and CMOs master paid traffic and conversions!
Perpetual Traffic is a twice weekly podcast that shares cutting-edge strategies on acquiring leads and sales for your business. The show is produced by Tier 11 and hosted by Ralph Burns and Lauren Petrullo. 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 buyer yet to create your first Facebook or Instagram ad, a Director of Marketing or CMO managing a team of marketing specialists, or a CEO growing your business on your own, you’ll discover actionable strategies that can be applied today. Perpetual Traffic combines the traffic strategies developed at Tier 11 with the real-life agency experience of the hosts. Listen to real stories of business owners and marketing executives just like you 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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Kasim Aslam