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- [00:00]
A
Hey, real quick, before we dive in.
- [00:02]
B
If you've got a brand or marketing tool that marketers need to know about, sponsor the show here at Perpetual Traffic. Perpetual Traffic puts you in front of thousands of seasoned marketers, CMOs and agency owners. So head on over to perpetual traffic.com to apply to be a sponsor of this show.
- [00:19]
A
Got clients saying, why are you guys, why aren't you shutting off these ads over here in your ad? Like, I'm like, shut the hell up. Let us do our job. Two weeks later, like, oh, I guess you guys actually know what you're doing. Our CPA is down 40%.
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C
If you're finding yourself not scaling the way that you want to, you see that your CPMs are rising, the efficacy of your marketing is going down. These are some of the ways that you can evaluate from the meta ad side.
- [00:44]
A
This is how you succeed in 2026 and beyond. You're listening to Perpetual Traffic. Hey, real quick.
- [00:54]
B
If you're looking to get your brand in front of growth minded marketers, CMOs, directors of market and agency owners, we're opening up our sponsorship spots for Q1 and Q2. Get in front of a quarter of a million marketers every single month at Perpetual Traffic. All you have to do is head on over to perpetualtraffic.com for the details or check out the link in the show notes to apply.
- [01:15]
A
Hello and welcome to the Perpetual Traffic podcast. This is your host, Ralph burns, founder and CEO of Tier 11, alongside my amazing Columbia based co host, Lauren E.
- [01:27]
C
Trullo, the founder of Mongoose Media.
- [01:29]
A
So glad you joined us here today. If you're a marketing manager, Director of marketing or VP of marketing, you have come to the right spot because today we're going to comment on one of our most popular YouTube videos. If you haven't subscribed to the Perpetual Traffic YouTube channel, Lauren E. Petrillo, you should over@perpetualtraffic.com forward slash YouTube. Absolutely. And it is all about, you guessed it, Meta, Andromeda. Because people don't seem to get this yet. I, I think, I mean we've done so many shows on how to approach meta today as we record this in January of 2026. I believe it's 2026 already and you're in Colombia and I'm in New Zealand and we still somehow figured out a way to actually record this show with either one of us, like halfway around the other side of the world. Because you guys still are.
- [02:32]
B
I'm in the future.
- [02:33]
A
I'm actually 18 hours in the future. From where you are, if I'm not mistaken, because the future is all about this meta Andromeda thing. And people still don't get it, Lauren. They don't get it. They're like, oh, I'm going to do like the old Michigan method thing and I'm going to break up all my campaigns and I'm going to force rank everything and I going to shut off these ads because they don't have any conversions and I'm going to just mess up the whole algorithm and they're screwing themselves because we're hearing this all the time. And so I think, yes, we've gone very, very technical. We'll leave some links in the show notes. So if you want to get really, really techy in the weeds, we're not getting that way today. And the rebroadcast that we do of the ad lab with myself and John, we get plenty techie, and you and I can get techy too. But today is more about how you need to think about this thing. And I know you're seeing the same kinds of things, maybe on your prospect calls and in your client calls, clients resisting. I mean, I've got clients saying, why are you guys, why aren't you shutting off these ads over here in your ad? Like, I'm like, shut the hell up. Let us do our job. We know more than you do. Sorry to sound arrogant, but, like, that is what it is. And then they're like, two weeks later like, oh, I guess you guys actually know what you're doing. Our CPA is down 40%. Seriously, like, that's happened on at least three or four. They're not all like that. One in particular is that way. Although we love our clients, the point is this is that people still don't get it. And I think this is a pretty good mouthpiece to explain that to them. I think of this as like an.
- [04:10]
B
Internet marketing megaphone here on perpetual Terrific.
- [04:13]
A
Because we reach hundreds of thousands of people every single month. And I want to get this out because this is how you succeed in 2026 and beyond. Thoughts? Comments, Confessions?
- [04:26]
C
There's just a lot, like, I mean, don't get me wrong, like, you're saying, like, you're doing all these things and people are, you know, adverse to change, which has been happening. And a lot of the changes that at least we deploy aren't that new. I think a lot of the components of when people are like, I'm stubborn on this and I don't want to adopt new strategies, even though they're not Actually that new like somewhere from like 2020, 24, 2025. I will give the caveat. If it's working, don't kill something that's working. That's like that's my full hard. Stop your period. If it's working, keep it and you can scale it and try it. But if you're finding yourself not scaling the way that you want to, you see that your CPMs are rising, you're watching that the efficacy of your marketing is going down. These are some of the ways that you can evaluate from the meta ad side that you can ask your agencies or ask your media buyers or ask your team and say how might we evaluate to best leverage meta advertising and the programmatic AI behind the engine that retrieves ads to put in front of your ideal customer in the best way. So in this like it's a discussion of I think a place where meta advertising has never made more sense in that like we won't get super techy. But these are like, these are conversations you need to understand because some of the outdated ways that people have been doing RALPH and when we look into these accounts, it's like, yeah, it's like the Michigan method or like all, all of these different past tactics like that feel like hacks. I think so much is like I'm trying to hack my way to a silver bullet and it's this, you know, cheap, quick money that is going to die on the vine and you're going to scale broken. So it's non techie foundational conversations that you need to have to align with your marketing for your products or services as a whole and then leveraging the programmatic that you're investing in so high with.
- [06:22]
A
Yeah, and the funny thing is is I don't want to sound ancient, but I guess I am because it just reminded me of my 15 year liberation day this past week when I got fired from the corporate world. But I guess I have been doing this for 15 years. The point is, is that I think I started advertising on on Facebook in 2011. 2011. Hey, real quick.
- [06:49]
B
If you're looking to get your brand in front of growth minded marketers, CMOs, directors of marketing and agency owners, we're opening up our sponsorship spots for Q1 and Q2. Get in front of a quarter of a million marketers every single month at Perpetual Traffic, all you have to do is head on over to perpetual traffic.com for the details or check out the link in the show notes to apply.
- [07:11]
A
And I mean I've never seen such a change in Meta and meta, Even back in 2011 they're like, oh, we'll let the algorithm do its work. And back then the algorithm was pretty darn good, believe it or not, like 14, 15 years ago. But the shift I think now is that back then and even into the late 2000s, into like 2010, into the 2000s, the way to win on meta slash Facebook was to hack the algorithm was to you know, do 700 ad sets with 80 campaigns and 640 ads. Like ad accounts, you had a, maybe even Amazon backdrop. Exactly, exactly. And that like having multiple ad accounts in certain cases, for example, it does make sense. I have seen this. We have you know, one client that spends over million dollars a month on meta and they have multiple ad accounts because they have so many different products and so many different categories and it makes sense for them. The point is this like that's a way, the exception to the rule and that would not be sort of a meta sanctioned strategy. However, everything that we're doing right now, read the literature and we'll leave links in the show notes for this is we're actually doing what meta is advising us to do, which is so foreign to a lot of like old school Internet or digital marketers is the only way for me to win is to hack the algorithm. And even John, who's like the biggest sort of like John Moran has been obviously been on the show many times, one of the biggest hackers of all time.
- [09:00]
B
He's like, I'm just doing what they're telling me to do now, which is.
- [09:04]
A
Crazy to think about it and but people are still resistant to that because they're like, oh, I don't really trust them, you know, I still want to do it my own way. And they're frustrated why they're not getting results. And we're seeing that very clearly. When we have discovery calls we, you know, we see the work of other agencies or maybe internal teams. They're just not realizing it yet because they people have a tendency to hold on to old hacks habits and people don't like change. And I think the only way that you evolve in this industry and or with the advent of AI, you know.
- [09:37]
B
Whether it's digital marketing or any other.
- [09:39]
A
Industry is to adopt new technologies and adopt like the fact that okay, I may have done it this way before, now I do it a different way. And when I think back to all the different ways, I'm air quoting that we got results through Facebook and Meta, it's like seven or eight different methodologies and this is like the eighth or ninth. And I think we've been able to adapt through all those years. I'm not like patting myself on the back, but I'm just saying like when we see something that works, like let go of how you've done it before, you know, the past does not necessarily equal the future. What the past does equal is change. If you're constantly changing, future is like there's going to be more changes that come on down the line. But I do think that Meta has figured this out and the reason why they're going to be spending a hundred billion dollars on AI infrastructure in 2027 is because of all this stuff right now. Because the algorithm is that smart and it involves less work really, as long as you set yourself up for success. And I think that mind shift is something that people have really been struggling with.
- [10:44]
C
I, I'm gonna say something that is gonna piss off some people and sorry, but I think a lot of it is justification of the rule. I think it's easier to show that, look, I'm doing the work, look at all these extra things I'm doing. So let me justify my role on the account where I think there is an evolution that we should spend. I'm not saying spend less time on the campaigns, I'm just saying spend less time on pushing the budgets and spend more time investing on the angles, the messaging, the ads themselves. Understanding what's happening on the destination that you're sending people to, you need to know the before the click and the after click experience. Experience before the click. I'm talking about like how is the ad performing? What's our click through rate? What are CPMs? Like, what are our leading indicators that this is giving us quality sentiment? Do you have engagement on the ads? Do you have a team that's responding to the ads? I argue all the time that comments on ads are the equivalent of reviews on Amazon. People don't buy without creeping the reviews. If you have comments on your ads and you are not using the comments in a way to leverage that individual to become a customer and all of the look, you lose to become a customer customer, you're. You're missing out largely. So I, yeah, I think a lot of it is justification to show you that I'm doing the work where I think a lot more of the work is actually in the mental creation of the ads and the CRO evaluation of what happens after the ads. And that's where your energy should be spent. So sorry for those that know it to be true.
- [12:23]
A
It is True. And at the center of all of this is creative diversification. I like it's and people understanding what that really means is true, diverse, creative and we've talked about plenty of times here, the different ad types that we use internally. There's a document from Meadow which we'll leave links in the show notes for that which shows exactly what, what Meda considers similar ads. And if you're just changing the background and have the same product picture with slightly different copy with the same angle, Meta looks at that as the same ad. Even if you might say spec very different things in the copy. You might have different colors on your badge that says, you know, whatever the price off or whatever the deal is. Meta is looking for ads that are image ads. They're looking for face to camera ads. They're looking for founders story ads. They're looking for even, you know, and there's a lot of resistance on this and we see this right now is AI ads over reliance on AI ads is something that I think there is a backlash within the social media landscape right now. But it is a part of like we have a, you know, a client that, you know, we created ads that were like it's a dancing water bottle. It's like it's a part of creative diversification. Is it the thing that's going to get the sale? No, it's another piece to the puzzle to engage the right type of audience that they may or may not convert on that ad, but is a way in which for us to get in front of the right type of customer. You know, features and benefits ads, face to camera ads, like I said, even white listings through, you know, creators. We're seeing that with one of our larger client accounts right now. We're not doing any UGC for them. They're whitelisting everything through all these people that just love their product. And then we're reusing those ads as our creator content. And metal looks at that as very different versus their biggest competitor us. Comparing us versus them.
- [14:48]
B
Like this is what we're talking about.
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A
Like they're engaging on the, the creator content sort of whitelisting ad but then they're actually buying on the us versus them ad. And that's what real diversification is all about. It's hitting people at different angles at the right time and then not necessarily shutting off the ones that are getting all the impressions.
- [15:10]
C
Shut off anything.
- [15:12]
A
Don't shut off anything because yeah, that's a killer. And that's one of the other like most popular episodes that we actually had it's like, don't shut off your winning ads. And we've. We've talked about that.
- [15:24]
C
Well, even. Don't shut off your losing ads. Sorry, I mean.
- [15:27]
A
Right, Good point.
- [15:28]
C
Shut them off.
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A
Because don't shut off ads.
- [15:30]
C
About the creative diversification, the different angles. Like, the way that I like to describe it is like, there's two scenarios. There's a Baskin Robbins, 31 flavors, and then there's. We're trying to court a customer to marriage. Right. Or, like, you know, to stick it in, because that's funnier. And so when you're creating creative diversification, you have, like, your. Your baskin whoppins. You have people that have different flavor, favorite flavors of ice cream, like, Ralph, what's your favorite ice cream? What's your go to ice cream?
- [15:58]
A
I would say rocky road. It's right up there.
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C
Okay, great.
- [16:03]
A
You don't even know what that is.
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C
Marshmallows in it.
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A
Oh, this Moose tracks. That's a main one.
- [16:09]
C
Oh, moose tracks is amazing. Here for this. But there's gonna be people listening. That's like, ew, gross. I don't like chocolate. Like, my favorite go to ice cream is I want a creamy mango sorbet. Creamy mango. So boring. A sorbet. I know it sounds like an oxymoron. And then I want some sort of, like, chocolate hazelnut caramel blend. I want them. And I want gummy bears. What?
- [16:31]
A
I'd still eat it. I will eat any ice cream. However, like the rocky road versus your. What was that again?
- [16:39]
C
Like, there's gummies, chocolate, hazelnut caramel ish kind of ice cream paired with a creamy mango sorbet with gummy bears and then a raspberry chocolate sauce on top. That's like my perfect ice cream. Okay, That's. There are people listening to being like, oh, my gosh. Why are you combining fruit and chocolate? That's disgusting. Well, I. I eat M M's and Skittles at a two to one ratio.
- [17:00]
A
Okay.
- [17:00]
C
I want one skittle for every two chocolate M&MS. This is my specific palette flavor. And what I mean with creative diversification is for those that like Cherry Garcia, for those that like strawberry cheesecake, for those that like banana. Whatever. Okay. You have your own favorite flavor of ice cream, and there's going to be.
- [17:16]
B
A specific, like, chunky monkey. Are you kidding me?
- [17:19]
A
Chunky monkeys.
- [17:20]
C
I hate banana. I was terrified of jit, Had a banana phobia for years. That I'm certain the Suite Life of Zach and Cody episode where they had A banana phobia. I believe it was the writer that was around me and saw me freak out because someone threw a banana at me. And I, like, disconnected from my cousin for years because he threw a banana at me and locked me in a bathroom. Like, now.
- [17:41]
A
Oh, my God. Yeah. Wait for next information. Anyway, you're making a point. You're making your point. Okay, so the point is.
- [17:51]
C
You'Re gonna.
- [17:51]
A
If you were. If you were an ice cream, if you are an ice cream, you cannot sell me and you the same way, even though we're similar in a lot of ways. Like, you're like two feet taller than me and way more blonde. Like pink. Like, just, like, think about the diversity. Just in this show. Just the differences. Like how I'm sold and how you're.
- [18:15]
B
Sold is completely different.
- [18:17]
C
Yeah. Your ice cream favorite flavor. Yeah. You. You may make the Cherry Garcia, the strawberry cheesecake, the chunky Monkey, the whatever that flavor of ice cream is. And you might have a home run for that audience. But so, like, you want to make creative diversification so that you're Baskin Ramens, you have the Blue Moon, you have the chocolate fudge swirl, you have Sriracha Jella. You have options so that even though you don't have my perfect flavor, you have enough options that appeal to me. So when you're doing creative diversification, you're creating to try to get the Cherry Garcia. I use that because I've never met anyone that loves Cherry Garcia. But you're trying to make the Cherry Garcia because those. Those people love it and will die by. And you're creating evangelists, not customers. So that's the one route where credit diversification is just making options so that you are an ice cream parlor with options so that even if it's not their favorite flavor, they're here to get something.
- [19:11]
A
Hey, real quick.
- [19:12]
B
If you're looking to get your brand in front of growth minded marketers, CMOs, directors of marketing, and agency owners, we're opening up our sponsorship spots for Q1 and Q2. Get in front of a quarter of a million marketers every single month at Perpetual Traffic. All you have to do is head on over to perpetualtraffic.com for the details or check out the link in the show notes to apply.
- [19:33]
A
And I think this is, this is great. And we'll, we'll leave another link in the show notes for this. I'm writing these down because Cole actually went through this really well when he was on the show about. All right, where do you come up with these Ideas. How do you figure out, like, what your ICP will want? And it's almost like there's too many, like, 31 different flavors and then the variations of all those flavors.
- [19:57]
C
I'm gonna challenge you. We don't have an ICP anymore. We don't. Otherwise, if you're doing the icp, you're creating vanilla. Vanilla in that flavor of ice cream. Like, there aren't people that hate vanilla, but there are very few people that die by vanilla. Like, that's not. I've never.
- [20:11]
A
What I'm saying is that when he did his explanation of this, it wasn't one ICP, it was multiple ICPs. It was a generalized ICP, but with seven or eight or 10 or 15 different, either desire points or pain points. And AI can help you with that. Is what I'm saying, is that you're like, all right, I've only been selling my ice cream one way. I'm just going to show the thing and say, hey, get it for 15% off. That will not work anymore. And all my ads are the same way. You're probably the people that are filling out the applications for tier 11 and for. And for Mongoose Media because you're not getting any results right now. Because you're not doing this now. There is a limitation to it, actually, really there isn't, because now you can put almost as many ads into an ad set as you possibly want. There used to be a limitation of 50.
- [21:01]
C
Well, it's like 150 on some. So it depends because there have been some that have been like, grandfathered in. And, and like, you know, the thing that's guaranteed with Meta is that there's never a guarantee of it.
- [21:12]
A
There's never a guarantee. We're actually seeing more than 150 in some cases. But anyway, the point is, this is. Yeah, so the point is this is that there's. If you're limiting to, like that one, like, who's my one icp? You're, you're. And you're one message and you're one thing that you show. The reason why you're not getting results right now is because you're not diversifying that you can even, you can even pick. You're. You're. Yeah, you can. And this is possible. You can figure out. Okay, and we've done plenty of shows on this where we're selling dog supplements for an immunity supplement, and those, those individuals have a dog that has this particular disorder. However, we're showing seven different ways to explain the same thing through Creative diversification. So there is that. So you can't have one ICP with seven different angles on it. And that's still diverse creative, as long as they're not all images with just a picture of a dog and the product. We're doing all kinds of other things, talking about the evolution of why the product actually came to be, why the owner and the founder came up with this product because his dog had this immunity disorder. The point is this, is that you can have one ICP as long as you have diverse messaging that goes along with that and hits the audience in a slightly different way with different angles and different visuals. And that's what like at a base based level, you can do it that way. What you're talking about is 31 different flavors, 31 different ways. Like as a sort of an example of how wide you can go. Absolutely. You don't necessarily have to go into infinite possibilities. But like that's where it's at right now.
- [23:01]
C
And, and like that way you're describing the dog and having like that. So say you're going down that same ICP and just showcasing benefits and us versus them along that same category. That's where I shift. So there's the ice cream version and then there's the stick it in muffin, which is where you think about when you're courting someone and you're going on a date and it's like you're not proposing marriage on date one, at least predominantly in like US cultures. Right. So it takes, you know, one date, two date, three dates, seven dates, maybe before, you know, you decide to engage in the next level of your relationship. And it's not that on the seventh date, because you took me to sushi. I have decided now we are going to level up our current relationship status. It's the culmination of we went to a circus, we went on a hot air balloon ride, we I met your friends at a bar crawl. Like the combination of all the other dates that we had been on. Allow me to then on the final ad that I have encountered or the final date, the seventh date that we went on, I'm ready to graduate to the next level. So that's where it's like, in that method, it's like the, the different creatives build up your reputation and you're earning their trust, you're buying their trust through your ads and that's where it's going back to, like, don't turn off the low performing ads because it's maybe on the seventh date or that seventh different ad that I saw, I decided to move my relationship with your brand to the next level. But if you were to turn off the other ones, then all I'm looking at is a sushi day. And I don't know how you interact with your friends. If we do a bar crawl, I don't know how you are when you're drunk. I don't know if you're fun and childlike, imaginary. If we go to a circus, like, you don't have enough. And we're in a day and age where, like, we've had a trust recession in 2023, people are, like, using AI at the tap of a button. It's now, like their home screen icon on their apps. So they're asking for more information than ever before. And part of that is you need to deliver that information, like you said, in a variety of different ways. And it can be for the same icp, but you talk about a different feature, you talk about a different benefit. So it's providing different angles for that same person so that they can have it in that, like, seventh date model to graduate to the next step in the relationship.
- [25:11]
A
It's really kind of simple, but it's not simplistic. Or maybe it's the reverse. It's actually, it's because when you really think about, if you break it down to what how you're talking about it is that you have to understand, like, all right, does this person like amusement parks? Are they going to be somebody that's ever going to go on a roller coaster with you? Like, I found that out, like, a year after I, you know, was dating Jen, and I'm like, oh, she doesn't like roller coasters at all. She will never.
- [25:43]
C
What a yellow flag.
- [25:44]
A
Oh, no, I know. Like, I really enjoy roller coasters. So, like, before I decided to pop the question, at least I knew that. But it's like, all right, that's an extreme example. But think about your prospects as you need to expose yourself as much as possible, not literally, figuratively, to who you are all about what you're all about. And Meta will pick up on all these signals. Like, for me, a guy my age, I see these ads now for. Because I once clicked on an ad for, like, facial creams. So I am getting inundated with it. And it's fascinating to see all these companies now, like, vying for my business. And none of them are compelling because they're all using the same goddamn angle. They're like, oh, I rub it on my face and, oh, look, you know I'm getting chicks now. I'm in my, you know, 40s, 50s, whatever, you know, Like, I'm married. Like, I don't care, like, about that. So. But they're all at that. They're all going after that angle. So I have.
- [26:47]
C
But you wish you saw an ad that says, like, it's the facial cream you can wear at night that invites your wife to want to give you a kiss good night versus being like, oh my gosh, it's not nipping. You want to.
- [26:57]
A
Guys, like, clearly, like, they are, like I am. They're all using, like, this divorcee angle. It's like, oh, get into my Lamborghini with some hot chick and look at how clear my face is. I'm like, that will never resonate with me. Like, it just. It won't.
- [27:14]
C
Like, but imagine it's like, it's so safe to use that. Like, you can eat it, right? If it's like, you know, you're. You sometimes forget and it gets in your, your, your mouth, it's okay. That could be a different angle if.
- [27:26]
A
You rub it and you, like, you get in your eye. Like, I once, like, I had like, some sort of moisturizer. I got it on my eye. Like I had a, you know, in a sty in my eye. Like, tell me about that. You know, tell me about how it's made. What is it made of? You know, maybe the founder story, maybe why he actually did it. Let's do an us versus them. All the other ads that I'm seeing, it's like there's so much more. As opposed to like the guy in the Lamborghini picking up the hot chick because he's a divorce. Like, they're all doing that angle now.
- [27:57]
B
It's working.
- [27:58]
C
Imagine, I mean, maybe it's working, but imagine how much better it would work of like the facial cream that's so good you have to hide it from your wife so that she's not going to start stealing yours, right? And it's like when your wife starts looking at her $500 facial cream and starts stealing yours. It's like, remember, like, remember back when you were dating and your wife would steal your sweatshirts? Well, as a grown up. Now imagine your wife is stealing your. Your skin care. And it like, roles are reversed. And you're like, when your wife comes to you for skin care advice and you're like, you can schlop it off. And your friends, like, it's like, there's so much more that can be so much.
- [28:35]
A
That is okay. Hey, Brian, but this is creative diversification. Like what we're talking about is creative diversification. Now you might want to show that in an image. You might want to show it in a gif. You might want to show it in a video. You might want to show it in a, you know, like some kind of like back and forth. Like, you know, I forget what these are called. Like, you know, you get the angle of the person talking and then the other person is talking and then like one of them is like a podcast.
- [28:57]
C
Type of style discussion or like hijack.
- [29:00]
A
Why did you, why did you steal my facial cream? Because it was really good and I.
- [29:05]
C
I didn't steal your cream.
- [29:06]
A
I'd argue. Yeah, right, There'd be like an argument. Now the point is this. It's like that's diverse instead of like one angle, one thing. That's why I haven't bought and I've even clicked on all of them just to see. It's like, are they going to show me something different? And it's clear, like if Meta had different, diverse, creative, they would then figure out which ad to show me in my Insta. It's primarily on Instagram at this point. But no, I get the same goddamn ad. And that's the reason why they are not using creative diversification. So that's an example of what not to do. It's like one angle beat it over their head all the time. The same methodology, the same benefit, the same feature. Oh my gosh, that does not work. It worked before 10 years ago.
- [29:52]
C
Doesn't work well. It's like the forever going out of business sales sign, right? How long are you going out of business?
- [29:59]
A
For a while.
- [29:59]
C
You're.
- [29:59]
A
You're blind to it completely. Great example.
- [30:03]
C
There was some movie where they have like, it was, I mean it's funny and it's an urgency sense, but that was like a hack. So like going back to like the outdated strategies like looking for the hack versus trying to develop a brand, it's going to potentially give you get rich fast vibes where that can be nice. And I'm not saying it doesn't work for some brands because you want to get that infusion of cash, but it's like NFTs and it's like cryptos, like it's a quick wave. But if you don't have success in sport, you can find yourself really decline fast. And so that. What I love about Meta as now is it's makes more sense. You want to make quality ads, you want to appeal to your buyers and show up everything. Like stop trying to make a Chinese size menu in front of an ad. And what I mean is like there's 700 products on a lot of the Chinese restaurant menus that I go to where it's like there's just too much, too much condensing it all to one. Yeah, it's a book. You don't want your ads to be a book. No, I'm not saying don't do long form ad copy or I'm not saying don't tell a story. It's just that you can diversify it and then like extract it. Like, hey, we have the best Xiao Long Bow like in town. Or you're talking about how like we have like spicy duck or those different pieces, people are going to the restaurant for one particular dish. You don't advertise well, I mean one act be like we have 700 different things. So something for everyone. You want to really distill in a simplistic way, almost like what they had done in Mad Men era style. And I'm saying that as you're like a 70s deco background and like the mustache vibe and paley button up. I'm totally here for this.
- [31:42]
A
Please keep was in the 50s by the way. Just so we're clear. Like I'm like totally 70s 80s right now. Anyway, keep going.
- [31:52]
C
No, I mean I just, I like that it's the chance of like back when people were doing simple ads and you were. You're showcasing different elements. Like you get to be cheeky, you get to be fun and you get to really focus on the product and not the hack. That's what I would say. 2026, like you win by personalization and relevancy and you will lose if you're focused on the hack and not the actual product. Is your product good? Do you have testimonials that speak to it? Do you have a good what happens at after the click? Is the destination great? Is the data flowing back into Metagree? Put the energy there. Not stacking these over complicated ad sets where you're just multiplying the same ad and you're just saying going out of business. Going out of business. Going out of business.
- [32:34]
B
Yep.
- [32:35]
A
It's so true. And that's what creative diversification is all about. Like the going just the one thing. If there's one thing that we can conclude here is if you look in your ad account or your team looks in their ad account and they're hitting everyone with the same angle. Oh, it's easy to set up. We have a Client right now, where they're in this outdoor furniture space, it's easy to set up is their only angle. And they're like, why are my ads not working? They're a new client of ours. Like, well, it's because you're hitting them with one angle. Like that's only one thing that one person, one type might, it may or may not.
- [33:10]
C
But talk about durability.
- [33:12]
A
Durability, talk about sustainability.
- [33:17]
C
Like we have TVs outside in the backyard. Like the, the only outdoor furniture that you're gonna actually fall asleep on because no one falls asleep watching TV outside. Like those outdoor cushions suck. Or like if it's like outdoor furniture that's made for the Six4Plus community. The amount of small cushions that I've sat on, where I have legs that fit a six one body, but I have a torso for a five foot two person. Like, I don't enjoy outdoor patio furniture because I'm like, knees are up to my chin. And so if you can have those diverse, you can like, you know, comfy enough to sit five people or fit your actuals. And my dad was six, eight and a half. He never fit on any couch, so he didn't even try. But like, imagine like you can actually lounge out without lounging out your, your bank account. Like there's a lot more angles that you can apply.
- [34:06]
A
Yeah.
- [34:06]
C
Yeah.
- [34:07]
A
And that's just one example of, of many. Many. We'll, we'll go into our shows about like what to look for. But the point is this is that the bottom line is like if you look in and you see one angle and you're even bored by your own advertising, it's time to diversify. You know, like, oh my God, I'm seeing the same thing over and over again. At least do like three or four or five. Like brainstorm with your team. Hire a good ad agency obviously is like one of our solutions here. But for an internal team brainstorm this use AI we're going to link to the show notes here for the episode with Cole actually gives away a free resource where you can do sort of stuff on your own. It's not that hard to do. The next part of this is measuring what really works of air quoting works and making sure that you're not making the mistakes after the fact. But today's show is really is all about just make sure that you're not using these outdated strategies anymore. It's 2026 and the Andromeda update came out in late 24. You know, we've spent personally over $50 million of our own money. Of our own money on our own companies before we started doing this on our own ad accounts for our clients. You've done this like you get it this year as well. Like it's, it like there's a major shift here. This is not something that's just like, oh, we just thought of this yesterday. We've done dozens of shows on this. And I think in 2026, in order for you to get some sort of success, you're going to have to start thinking differently. So we'll leave the links in the show notes for past shows where you.
- [35:41]
B
Can get a little bit more tactical.
- [35:42]
A
But today is more about just a mindset shift. Anything to add before we conclude here?
- [35:48]
C
I would, I mean, I think like there's, there's a lot like the mind shift shift of if you're leaning in on outdated stuff, like there's obviously a lot of other ones to go. Like this is the start of a conversation, not the end of one. But I think it's what's Hoover vacuum? It took 999 tries before they built the most amazing vacuum ever. We need to start thinking about credit diversification and ads where if you have a stellar product, what is the angler? What is a diverse way you can get in front of different audiences and you're just going to keep trying. It's like an rbi. You assume most will fail, but if you don't make options and then you lean on the one, the one could be good, but what if the next one or the 10th one could be amazing? You want to have these different angles, you want to work with more. And if you're spending more time figuring out who to target and which buttons to click and how to organize your ad account and all that stuff, you're putting your time in the wrong focus. And if you're the business owner who's not running the ads and you're. You're in overseeing and micromanaging all these changes because you're the one that remembers outdated strategies. You learned a lot of these things. I would say it's better to invest your time in ensuring that the product and that the destination when you send people to is good. Because the ad is not, not responsible for the wholesale. The ad is to curate a qualified audience to introduce a product or service to so that the landing page or the destination can finish the conversion. This is a team effort. You alley oop it. And if you're putting all of the effort in saying like, the ad has to do the job I'm going to say like another outdated thing I'm have like you need to create verification, but you also need to have a hard conversation with yourself of is the ad maybe doing great, but then the destination that they're getting to is falling flat. Like you, you just got to take ownership of the full funnel. And that's why like I love advertising right now because it makes sense. You have a really good ad and then a bad website or a page that doesn't load or an experience that has 17 different upsells before I even have the chance to add to cart or a button that's broken where I'm like, I want to submit lead. You just asked me 50 questions. You told me the easiest way for me to fix the plumbing problems and make my house worth 10 times more and you just now spent 20 minutes filling out a form you lied so that you know it's a mindset shift of it's not just the ad. Make more options for the ads and be mindful that in 2026, like it's actually fun and foundational.
- [38:17]
A
Well said. Well, we're going to leave all links in the show notes over@ProprioTraffic.com of course. Wherever you listen to podcasts, please leave us a rating in review. And we've got to read a couple in the next show. We keep saying that we are going to do it the next show of course. So all that is over@perpetual traffic.com of course subscribe to our YouTube channel as well. But you already knew that. We really do appreciate you leaving any sort of reviews.
- [38:42]
B
We'll respond to comments.
- [38:44]
A
We actually are responding to all our comments over on our YouTube channel now. So engage with us there. Tell us what you think. More shows like this, more tactical shows. We really appreciate your feedback and the insights and we do this show for you, teach you how to do this stuff the right way. Through metrics that matter and growth that scales. So on behalf of my amazing co host, Lauren E. Petrullo, ciao.
- [39:11]
C
And if you can tell me your favorite ice cream, someone tell me that Cherry Garcia is your favorite ice cream. And you better believe it because I've never met anyone who loves Cherry Garcia. So love it. Now for who else likes that Mango chocolate caramel hazelnut combo with gummy bears and a raspberry chocolate topping. You'll be my favorite person ever.
- [39:29]
A
Cherry Garcia, I would never order it, but it was in front of me. I would eat it and it's kind of hard.
- [39:35]
C
Who pays for it?
- [39:36]
B
Like who goes cherry garlic Grateful Dead people.
- [39:42]
C
Aren't those the bear things? Those are gummy bears. Wait, is. That's a band, right?
- [39:47]
A
Yeah, and it's old. I think they're all dead. Anyway, until next show. See you.