Perpetual Traffic Podcast Summary
Episode: (Replay) How Ralph Structures His Campaigns for Massive MER
Release Date: August 5, 2025
Hosts: Ralph Burns and Kasim Aslam
Introduction
In this insightful episode of Perpetual Traffic, hosts Ralph Burns and Kasim Aslam delve deep into a transformative case study that showcases how strategic campaign structuring can lead to exponential growth. This episode, originally presented at AdWorld, unpacks the journey of an e-commerce store that achieved a 608% revenue increase and a 401% ROAS (Return on Ad Spend) in less than six months. Listeners are provided with actionable strategies and real-life experiences to enhance their own digital marketing efforts.
Background of the Case Study
Ralph introduces the case study of an e-commerce business specializing in teaching kids music—a niche within a niche. Despite having a successful offline presence, the business struggled to effectively market itself online, primarily grappling with high customer acquisition costs and inefficient ad spend.
Notable Quote:
"They just couldn't really figure out exactly how to market themselves on social."
— Ralph Burns [03:08]
Challenges Faced
The business was generating approximately $29,000 in monthly online revenue but was suffering from a negative ROAS, receiving only $0.66 back for every dollar spent on advertising. Compounding the issue was the iOS 14 update, which impaired tracking capabilities and data accuracy, making it difficult to optimize campaigns effectively.
Notable Quote:
"They were spending for every dollar they were spending, they were only getting about 66 cents back."
— Ralph Burns [03:26]
Strategic Solutions Implemented
Ralph outlines a three-step formula that Tier 11 employed to overcome these challenges:
Step 1: Fixing Tracking
The first critical step was to overhaul the tracking system. This involved:
-
Cleaning Up Pixel Events: The client had multiple pixels firing from different ad accounts, leading to data discrepancies. Tier 11 streamlined this by retaining the most relevant pixel for their target audience.
Notable Quote:
"They had a lot of other issues, one of which was the iOS 14 issue, which was really sort of blinding them to a lot of data."
— Ralph Burns [03:26] -
Installing Conversions API (CAPI): This server-side tagging tool allowed the business to bypass browser restrictions and collect more accurate data directly from their server to Facebook. Despite not achieving 100% data accuracy, the improved visibility was instrumental in scaling up.
Notable Quote:
"Conversions API was a huge part. Cleaning up their Pixel events was probably an even bigger part."
— Ralph Burns [05:09]
Step 2: Deploying the Traffic Harmonizer System
Previously known as the ECOM Ad Amplifier, the Traffic Harmonizer System structures ad spend across five levels of engagement:
- Level 1: Cold Traffic – New audiences via lookalikes and interest-based targeting, excluding existing customers.
- Level 2: Video Viewers – Individuals who watched content but didn't take further action.
- Level 3: Product Viewers – Users who viewed specific products.
- Level 4: Add to Cart – Prospects who added items to their cart but didn’t purchase.
- Level 5: Purchasers – Existing customers for upsells and repeat purchases.
Ralph emphasizes that 80% of ad spend typically goes to Level 1, making it the most challenging yet critical segment to optimize.
Notable Quote:
"The creative creates the audience."
— Ralph Burns [10:43]
Step 3: Enhancing Creative Strategy with the Creative Lab
Recognizing the diminishing returns of traditional targeting, Ralph highlights the pivotal role of creative content in attracting and qualifying the right audience. The Creative Lab focuses on developing compelling ad creatives tailored to each level of the Traffic Harmonizer, ensuring that messaging resonates deeply with the intended audience.
Notable Quote:
“If you match incredible audience and interest based targeting with incredible front end creative and messaging, it's over. Game over.”
— Ralph Burns [15:02]
Impact and Results
By meticulously addressing tracking issues and restructuring their ad campaigns, the e-commerce store experienced remarkable growth:
- Revenue Surge: From $29,000 to $176,000 monthly online revenue.
- ROAS Improvement: From a negative ROAS to 401%, meaning for every dollar spent, the business saw a return of $2.65.
This transformation not only stabilized the business financially but also allowed for reinvestment, expansion of the team, and sustainable growth.
Notable Quote:
"608% revenue increase and a 401% ROAS increase. And we did it all inside of six months."
— Ralph Burns [06:09]
Insights on Creative and Audience
A key takeaway from the episode is the interdependent relationship between creative content and audience targeting. With platforms like Facebook and Performance Max evolving, relying solely on precise targeting is no longer sufficient. Instead, creative excellence can naturally segment and qualify audiences, ensuring that ad spend is directed towards those most likely to convert.
Notable Quotes:
Kasim Aslam: "The creative creates the audience because that's not something we've had to do in the past because our targeting was so good."
— [15:02]Ralph Burns: "If you're just throwing out to big audiences that maybe have one interest, the creative itself will find."
— [11:16]
Conclusion and Resources
Ralph and Kasim conclude by reiterating the significance of a structured approach to ad campaigns, emphasizing the synergy between advanced tracking, strategic traffic segmentation, and creative excellence. Listeners are encouraged to download the detailed case study presentation available at tier11.com/mastery for an in-depth understanding and visual breakdown of the strategies discussed.
Call to Action:
- Download the Case Study: tier11.com/mastery
- Connect with Ralph Burns: Follow on Twitter @ralphhb
- Subscribe and Review: Leave a rating on your preferred podcast platform to support the show.
This episode serves as a powerful guide for marketers aiming to optimize their paid traffic strategies amidst evolving digital landscapes. By blending technical precision with creative ingenuity, Ralph Burns and Kasim Aslam demonstrate a blueprint for achieving substantial growth and sustained success.