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Perpetual Traffic
The Singular Fatal Mistake Service Businesses Make with Opt-Ins, MQLs & SQLs
00:31:26
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- [00:00]
Ralph Burns
Hey, real quick, before we dive in.
- [00:02]
Sponsor Announcer
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 perpetualtraffic.com to apply to be a sponsor of this show.
- [00:19]
Ralph Burns
Everyone's like, oh, well, if I get somebody to opt into my lead magnet, that's a lead. It's not.
- [00:24]
Lauren E. Petrullo
No.
- [00:25]
Ralph Burns
This is a real problem for a lot of service based businesses.
- [00:28]
Lauren E. Petrullo
So these are all the different things and all the different data points that you should have on your website. I'm sharing the screen now of data that is mission critical to better optimization. You're listening to Perpetual Traffic.
- [00:44]
Ralph Burns
We all know this as marketers and business owners. That growth is amazing until something breaks or some catastrophic event, heaven forbid, should ever happen to your business. And I don't mean just your ad campaigns going sideways.
- [00:59]
Sponsor Announcer
Maybe a client slips on a wet floor or a shipment suddenly goes missing, or a contractor gets hurt, or an employee gets hurt. Suddenly the thing you've been building can take a huge financial hit, maybe one that you worry might take down the company. And you should always be thinking about.
- [01:15]
Ralph Burns
That as the business owner.
- [01:16]
Sponsor Announcer
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- [01:25]
Ralph Burns
That's why we're big fans of what.
- [01:26]
Sponsor Announcer
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- [01:48]
Ralph Burns
The line for the next representative. Just fast, affordable protection that actually has your back when things go sideways.
- [01:56]
Sponsor Announcer
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- [02:12]
Ralph Burns
Hello and welcome to the Perpetual Traffic podcast. This is your host, Ralph burns, founder and CEO of Tier11. Alongside my flower in hair, South American.
- [02:22]
Lauren E. Petrullo
Co host Lauren E. Petrullo, founder of Mongoose Media. Like, I'm neither South American nor is this a flower in my hair. It's a microphone on my glasses.
- [02:32]
Ralph Burns
Well, for those of you who are listening, you're gonna have to go over to the YouTube channel to see Lauren's brand new mic which is actually looks like. Because her pixel, her, her video is so pixelated because she's in Medellin, Colombia right now that you know, the WI fi is any better there than it is here. Point is, is like it looks like you actually have a flower in your hair from what I can see. But so we are going to power through this today with your microphone and or the flower that just so happens to be a mic because we're going to fluffy one.
- [03:07]
Lauren E. Petrullo
So it looks like a flower. I look like I'm going to go salsa dancing.
- [03:12]
Ralph Burns
You absolutely do with the pink dress. It's a good look. So. But today we are going to get right into a down and dirty episod here which I know if you are a brick and mortar business that books appointments for a service that you provide, like let's say you are a local chiropractor. Let's say you're a, you know, a hair salon for that matter.
- [03:36]
Lauren E. Petrullo
Yeah.
- [03:37]
Ralph Burns
Ian, in this case we're talking about in the health and wellness space. Both Lauren and Tier 11 both have lots of clients in this space. Everyone seems to like put all the focus on the ad when in fact it's everything that's after the ad, which is the stuff that really makes the biggest difference.
- [03:57]
Sponsor Announcer
Like especially with Andromeda now you can get lots of leads, you can target.
- [04:02]
Ralph Burns
The right type of customer, but what do you do with them when they actually come in? And a lot of businesses, at least in my experience, and having done this for 10 years, is more follow up is better what the common wisdom dictates, when in fact it's actually the opposite. In many cases, if you actually follow up too much and it's not in alignment with your overall branding and what.
- [04:25]
Sponsor Announcer
The ultimate goal is for your business.
- [04:27]
Ralph Burns
You might end up losing those leads and end up paying more to acquire a customer, whereas you might be getting cheap leads that just don't convert. So that's what today's episode is all about. And Lauren, you are the subject matter expert here today. So get right into exactly what it.
- [04:46]
Sponsor Announcer
Is with a flower in your hair.
- [04:48]
Ralph Burns
The problem that you found for a client of yours and how you guys.
- [04:51]
Lauren E. Petrullo
Are solving it to jump into like the two long, most important pieces of this is client. You know, they're spending over $50,000 a month, so they're generating, you know, anywhere between 20 and 70 qualified leads a day. Qualified being that they are looking for assistance within the next seven days. Right. We want to go for those low hanging fruit and so while we're doing all this mass lead generation for various different offers, landing pages, phone calls, lead forms, a whole variety of ways that we're getting people to opt in, we noticed that their conversion rate from becoming a lead into becoming a booked appointment was less than 5%. And that's something that we need to address immediately. Right, like you don't want to have 5%, you want to have at least 20% of the folks that are saying I have pain right now to say I'm willing to do something about it right now. Of course we have information about them. This is us based. So we do know what their credit score is, we do know what their household income, their debt to income ratio. So we do have other qualifying factors like the assumed credit score. So if you're listening and you're doing this and you're outside the United States, you likely have a lot of laws that will not allow you to do this. But there's tons of software and lots of different options for you to get the monetary value of each lead. So when I'm talking about sales qualified leads, I'm talking about people that have enough discretionary income to invest in a high ticket medical service. So one of the first things we did when we noticed like so much lead volume, so little conversion, especially after like so many other agencies and freelancers and vendors have worked on this account before, we went in and looked immediately to what type of data was being fed back into meta. So it's really clear for us, like before you spend a dollar, you need to make sure that the destination you're sending people to and the data you're sending back into the algorithm makes sense. And so when we started with the data back into the algorithm, we noticed that there was no server side tracking being set up. There was no, no custom events are in health and wellness space. So you know that you have a lot of limitations. No custom conversion events, no monetary value amounts are being sent back in to denote a hierarchy of preference. What I mean, that is someone who's a sales qualified lead versus someone who's booked an appointment. They are not created equal. Someone who has a sales qualified lead, who has a credit score and has the available income but did not book appointment is worse than someone with all that and did book appointments. So we had to make sure that we sent and assign dollar values to each stage of their pipeline so that we can begin to not only send meta correct information, but then begin to optimize what we actually want. So the first thing that we did, like I Said was look at the amount of data we were sending it. And ralph, like within two days we were 10xing and 20xing. The amount of data, if you look in Events Tool Manager, it was like a look like a Nike swoosh in the right direction.
- [07:55]
Ralph Burns
Nice. So no service side tracking, no custom events, no monetary value being assigned to the lead, no lead scoring, in essence. And even though you were entering in the qualifiers for income and a lot of other things, you were still getting a 5% booking ratio, which is incredibly low amounts. Oh my gosh, you said 20%. I mean, geez, I would shoot for 40% plus for booking. But you have to make sure that you're asking the right types of questions so that those people that are actually booking are qualified. So another example we've used before is we do a lot of work in the home improvement space and one of the qualifiers is that they need to be a homeowner. It's the knockout question. So every business has a knockout question. So understanding what that knockout question is, making sure that is compulsory on that form is absolutely essential. I'm sure it sounds like there's multiple fields on this form here, so there's more than just that one qualifier. So let's get into the visual of this if we can, here. And if you're not watching over on our YouTube channel, I highly recommend that you do this because we're going to do a little screen sharing here with a not a lucid chart, one of these other charts and Draw IO.
- [09:14]
Lauren E. Petrullo
It's free, it's inside the Google platform. It's the same place as you do Google sheets and Google Docs. I love Draw IO.
- [09:20]
Ralph Burns
What? Why am I paying for lucidchart? That's my real question. So Draw IO, shout out to them, but definitely check this out over at perpetualtraffic.com forward/YouTube. So take us through this whole sales funnel here and. And where you sort of saw the points of inflection and the areas in which to improve.
- [09:37]
Lauren E. Petrullo
Yeah. So what we have here is like, you know, whether you have people coming in organically or paid media, you go to a landing page and what we have is a lead form with at least one conditional question. And like, you can see that we have standard events, we do custom conversions with gtm, all that stuff. But what I want to draw to your attention is the most important thing, that when you have a conditional question, you use the homeowner. Do you own a house right now? If they do not and you do not have a no, thank you page, you are just optimizing for a waste of time. Right? You need a conditional question that leads to a no thank you page to which you do not have any standard events, whether using complete registration lead or whatever that event is that you're sending back. You have it absent from that thank you page because then you can build custom audiences using URL contains this one and build a negative lookalike audience as well. So it's just additional ways where you're saying meta anyone that makes to this page, we're not saying is a lead versus we are on the thank you page and then we are then building negative lookalike audiences so that meta begins to know who we do not want.
- [10:39]
Ralph Burns
And most importantly, you're building positive data that you're piping back into meta. In this case, and we must have talked about this at least a hundred times, the data that you actually capture on your page is absolutely essential. We've talked about acquiring new customers, creating custom events specifically around that or returning customers. In this particular case, it is a sales qualified lead because they filled out that lead form with the other questions but also most importantly filled out the conditional question, the most important question, correctly. So they land on the right page, send that signal back to the algorithm so you find more of those people more quickly.
- [11:20]
Lauren E. Petrullo
Yep. And now I'm just switching to a different draw IO. So this, this is like, this is like what we do. These are my numbers. I'm being hyper transparent. You can put whatever you want in them. But I talked about the importance of. So remember it's before you spend a dollar, it's data and destination. So we're talking about the data right now where it's here's the dollar amount that we're saying into. At Mongoose Media we use complete registration to denote someone who's a subscriber. Because for us there's a subscriber and then a lead. A subscriber is someone that is interested in what we have to say. A lead is someone who's interested in what we have to sell. And then for us we say a sales qualified lead is someone that we're interested in selling to. So I don't use the lead standard event until and only when someone has given some significant sign that they are interested in what we have to sell. That could be visiting a service page, signing up for discovery call, whatever that is. But in a just lead acquisition play, if you're doing lead magnets or whatever that is.
- [12:18]
Sponsor Announcer
Hey, real quick, 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 of next year. 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.
- [12:41]
Lauren E. Petrullo
To apply, I use complete registration because they're not leads to me, they're subscribers.
- [12:46]
Ralph Burns
Yep. Yeah, I love that. And I this is a categorization which I think has been bastardized over the course of like the last 10 years. Everyone's like, oh, well, if I get somebody to opt into my lead magnet, that's a lead. It's not, sorry, that's a subscriber, very different address. What I say is it's an opt in, it's not a marketing qualified lead. I mean, it's basically, it's all the same. So, you know, if your agency is.
- [13:14]
Sponsor Announcer
Saying, hey, look at all these leads.
- [13:16]
Ralph Burns
That we're getting you, and it's really, it's opt ins to your lead magnet.
- [13:19]
Sponsor Announcer
Which is erroneously labeled to begin with.
- [13:21]
Ralph Burns
Thank you, Ryan Dice. You can say, you could tell them I said that. The point is this, is that that doesn't really matter now because you can't sell to those people. I love the hierarchy of, all right, you're either a subscriber, you're either somebody that I can, you know, sell, and then it's somebody who's interested in me selling to them, which is the ultimate goal, which is a sales qualified lead.
- [13:42]
Lauren E. Petrullo
Correct me. So we, like we say subscribers, they've opted in, they want to hear what we have to sell. I say marketing qualified leads, they want to hear what we have to sell. And then sales qualified leads, they're people that we want to sell to.
- [13:54]
Ralph Burns
Yep, Love it.
- [13:55]
Lauren E. Petrullo
So what I have on the screen now is our pipeline path. So this is a perfect with mm, custom conversion. So if you see anything that's highlighted in purple and you're watching that, those are custom conversions. Everything else is a standard event. And when I'm talking about standard event, I'm sharing the screen now of developers, there's 17 standard events. And so these are all the different things and all the different data points that you should have on your website that correspond to purchase, starting trial, submit application, view content, there's a donation. One like donate. If you have a nonprofit. All of this stuff is data that is mission critical to better optimization.
- [14:32]
Ralph Burns
Yeah, absolutely. And it's handed to you anyway, you're just a matter of figuring out what your hierarchy is in your business. In a service based business like this, you can use a multitude of these depending on where they are in your sales funnel.
- [14:47]
Lauren E. Petrullo
Now you could argue and say like, why do you use complete registration versus lead? Because in my pipeline path I do have lead. But a lead is someone who has booked a call or not booked a call or at least shown interest in booking a call. So we have a two step form, so you have to give your information and then you get access to the calendar. But I have complete registration because if we look back onto the screen, I'm on the meta developers standard events. If you go down like you have 17 standard events but you also have object properties. And so with complete registration there's an object property, it's a boolean, which means it's binary, yes or no, true or false. And you can do that to enhance a complete registration. And so if you're looking at my pipeline path, page view is the first event that triggers because your metapixel is on every page and I have view content as the next or progressing from left to right from page view to purchase. So right number one page view number two view content. They visited a page. That's important to me. If we're reading what meta describes as view content, they say a visit to a webpage you care about, for example a product page or landing page view content tells you if someone visits a page's URL but doesn't tell them what they do on that page. Right. So view content is something again, so many times we audit accounts is a neglected standard event that as soon as you do you get to tell meta this data. Someone who's visited a product display page versus someone who's visited a privacy policy page, they're different, Right?
- [16:16]
Ralph Burns
Makes sense. So they view content once again like that's a pdp, it's a product page in e commerce language. But here it is the register landing page. Landing page. Something of higher value than just a home page or a collection page or.
- [16:32]
Lauren E. Petrullo
Just about us page. Important pages that denote a hierarchy of someone is better than a page view which could be someone views viewing your privacy policy. Right. I don't want to optimize for privacy policy viewers. I want to optimize for people looking at important pages.
- [16:50]
Ralph Burns
Right. And you mentioned an important one though about us is a very important page. It's one of the most viewed. If you actually go into your Google Analytics and you go on the back end, you'll probably See that you're about us page. It's probably one of your most viewed page because they're like I am considering these people, I've probably visited the website and when we track leads, opt ins and any other action, we usually, we always look at where they come from. And a lot of times it is the about us page.
- [17:19]
Lauren E. Petrullo
Yeah.
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Ralph Burns
Because it's almost like the last thing that they do before they click. They're like, oh, these guys seem to know what they're doing or maybe they don't, maybe they bounce off it. So that's an important page.
- [17:29]
Lauren E. Petrullo
Very important. And you can have viewcon, a standard event that tells maddit this is an important page to me. So then we got, so we go page view, view content. Then next I have complete registration. So I do this on the thank you page. So when we're looking at on the screen we have a lead form with conditional questions, a thank you page. This standard event is lead. We use complete registration, but 99% of the world uses lead. That's why you're seeing it here. And then we don't put that on the no thank you page. But in the pipeline path, a complete registration for us, we say complete registration status equals false. And we say to meta, every person that submits it is worth $0. These are our opt ins, these are our subscribers and we're saying meta. All of these opt ins are worth zero because their status is false. And why there were $0. Because until they've shown proof of life, which we have three ways that someone can show proof of life in our CRM. One, they've answered a call. So we have our team that makes a call and says hi, like nice to meet you. Wanted to confirm you signed up. What are you looking for? Are you a marketing doer or a marketing hire? Like what can we do to make 2026 even better? It's starting a dialogue. So they show proof of life. If there's a phone call, they pick up, they leave a message, they return the call, they reply back with a text, whatever. Or in our follow up email and SMS sequences, they click or reply on one of those emails. Hmm.
- [18:53]
Ralph Burns
Okay, so when they do, they're not a spam lead, they're actually engaging.
- [18:58]
Lauren E. Petrullo
Always. It depends. Disclaimers, there's bots and stuff. This is an imperfect world. But like let's assume yes, when we've got proof of life, they've replied, they've clicked, they've engaged the dialogue. Now we change their complete registration status from false to true and we Say meta. Hey, everyone, that's an active subscriber is worth $3 to us. And this tells them, meta, do not get me more of these $0. Find me more of these proof of Lifers because they're worth $3 to me. Love it.
- [19:29]
Ralph Burns
All right, so next step after that.
- [19:32]
Lauren E. Petrullo
So then like, then we have some other, like custom conversions that we have 2C consume, 2V blooming matchless in our pipeline. But if you look underneath this, perfect. No custom conversions, page view, view content, complete registration, then there's lead. So complete registration is a subscriber that says, I'm interested in what you have to say. And then a lead is, I'm interested in what you have to sell. So this could be someone who signs up or like says, I'm interested in a discovery call or is engaging with us and says, I'm looking to hire for services so we can manually or automatically update them from being in often to being a lead. And we then tell metal like, yeah, leads are worth $40.
- [20:14]
Ralph Burns
And that number comes from where? And this is a, this is a mongoose example.
- [20:20]
Lauren E. Petrullo
I'm.
- [20:20]
Ralph Burns
I am. Yeah. Okay. So in the case of our homes, the, the health and wellness. Yeah. In the case of our health and wellness client.
- [20:32]
Lauren E. Petrullo
Yes.
- [20:33]
Ralph Burns
What would the monitor. How do you backtrack? How do you figure that out for the, the brick and mortar business that's trying to get.
- [20:40]
Lauren E. Petrullo
Yeah.
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Ralph Burns
From meta.
- [20:42]
Lauren E. Petrullo
Great question. So the thing that's fun is whenever we like on board, we have to know what each value is in the pipeline. And the thing is, we've yet to meet someone who already knows all the different stages of the pipeline. So a lot of the times we start with gut and we say, okay, how much are you currently paying per lead? Per opt in per appointment schedule? Because after lead is the appointment schedule. Lead. Someone that is interested in what you have to sell. Schedule. It used to be appointment schedule, but schedule is someone that actually put time on their calendar.
- [21:14]
Ralph Burns
Right.
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Lauren E. Petrullo
So they put time on their calendar. So then we say, how much are you willing to pay per appointment schedule? Like say you have a thousand of them, knowing that at least a third of them are going to like, no show. Right. You have to tell me in your gut, what do you think it's worth? And then we actually go back and check and look at the last 90 days and six months worth of data. And then we do a year over year comparison and say, okay, cool, you've been spending $90,000 a month on ads. You generated 600 actual scheduled appointments. 90,000 divided by 600, you're real.
- [21:48]
Ralph Burns
Hey, real quick.
- [21:49]
Sponsor Announcer
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 of next year. Get in front of a quarter of a million markers 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.
- [22:13]
Lauren E. Petrullo
Your baseline value of a scheduled call is X. So then that's what you're paying for it right now. So once we establish like, what are you paying? And then it's like, but what do you actually want it to be? Because it's not the schedule. The schedule, like is what you're optimizing for most of the time. Business owners and marketing leaders know the value of a purchase right? Where they're like, hey, I'm, I'm super happy with the purchase all day long. On mine, you'll see that I have a dynamic value to whatever the purchase is because they may sign a contract for a hundred thousand, they may sign a contract for 40,000. It doesn't matter. Like that's based off of whatever the value of the contract is. But everyone should know the value of each purchase. Then you can say, how many schedules does it take to lead to a purchase? Okay, then you, you go backwards from that. And if you start with like, take my numbers, you can see that there's a progression. I have scheduling, I'm like $400. I will pay $400 all day to get people onto my sales team's calendar. No problem whatsoever. And then where I have the next one after schedule is submit application. I say submit application is $2,400. Now I use that as the pipeline stage where we've sent them a proposal, they've scheduled a call, we've progressed the conversation, the sales team has said yes. It's worth spending time to send them a custom proposal. Not everyone gets that. You get on a scheduled call and maybe they're not actually interested. So we have, what we use is add to wish list, which is future interest. So we're not going to send them a proposal because they're not ready for proposal. They have a future interest in potentially working with us. So then we say meta. A schedule is worth 400. Someone who shows future interest and is qualified, they're worth 500. And this stacks, right? So the person who scheduled is 400 and then they get another $500. Of monetary value to signal to meta. This lead has progressed in our pipeline.
- [24:14]
Ralph Burns
Makes sense. I know we're going to get into this in a little bit more in depth in a future episode, probably about a week or so. Because this is super interesting. I think people want to see this visually. So explain to me sort of in a broad overview what the sequence of contact looks like, because that's sort of how we started today's show. I think you came in with like a hundred and some odd touch points when in fact it was overkill and it was actually killing the sales process. So talk to that and then we can show in a second episode, like I said, we'll do a part two on this. We'll actually go through it and show you exactly how this stuff is done sort of tactically.
- [24:54]
Lauren E. Petrullo
So I'll keep on my screen too something that like can be helpful at least in knowing like when we start the comms. But when we came in, when we were looking at all the leads that we were generating, all the people that showed interest, we saw that they were getting sometimes nine plus messages in a 72 hour period. I'm not saying emails, phone and messages combined, I'm saying nine text messages, dozens of emails over the course of a seven day period, but nine text messages in three days, plus two attempted phone calls like it became abusive. And now when we looked at it, where the leads were coming in, there was a trigger point where it's like, okay, great, they've come in, it triggers this workflow. But the challenge was that this client has had dozens of agencies, tons of different vendors, many freelancers that come in and they've created all these different flows that at the their system was at the end of a workflow. They had a trigger at the very, very end. So when you have a workflow, lead comes in, you should always have the trigger of the workflow at the top. They had lead comes in, here's the information. And then at the end they triggered another flow. And so what that ended up taking was hours of looking at the bottom of every single workflow. And we were finding that leads were getting opted in, not opted in. We're getting added to multiple different chains of workflows because of how they didn't work. No one talked to each other. And that's how we were seeing leads getting communication in the wrong language. We saw leads getting ghosted and getting absolutely no communication. Because then there were workflows that combated each other. It was a case of I want to make this look super clean, but I'm going to make 104 folders on this. And it was a like if anyone ever builds any type of workflows for after the click after the submission, dear God, please have the triggers be at the start of every workflow and your triggers should end by adding a tag or adding something that another workflow might trigger but you do not trigger inside a workflow another trigger.
- [27:05]
Ralph Burns
This is such a common problem and I know we're going to sort of show like a before and after in the next part. Yeah but this is like this is a case study of oh you know I've had multiple people in my back like in my HubSpot or whatever your back end CRM. I think it's go high level in this particular case creating new flows like hey we're going to add new flows to it. Where then that's like the selling point. But the point is is less is actually more. Especially if you're missing some, you're disqualifying some, you're, you're allowing some to get in that don't have any follow up. Like it's just a big mess. Like this is a real problem for a lot of service based businesses is, is not even like lack of follow up.
- [27:48]
Sponsor Announcer
It's almost like too much follow up.
- [27:50]
Ralph Burns
In some cases because abusive like yeah, multiple.
- [27:54]
Lauren E. Petrullo
You're sending me nine text messages from Friday at 9pm through Sunday at 3am like that's there's no way I'm going to want to engage with your business because now it feels like you're desperate.
- [28:05]
Ralph Burns
For talking to me or like you're overly automated and it's all like boilerplate crap on SMS or lack of personalization. Lack of personalization, which is just killer. Yeah.
- [28:16]
Lauren E. Petrullo
And so then that was like what we had gone in as we cleaned it up and part of that in our on it was like what I was just showing on the screen is like we look at every single person when they come in we ask one main question first which is what is their relationship to our CRM? And so then we see like are they brand spanking new? Do we understand? Have they ever unsubscribed from us before? Is this someone that's already signed up for this exact same asset? Did they ever. Were they a customer and they're re signing up again like we, we need to ask those questions and before we send a single message because I don't want to send an existing customer a welcome flows if they're a stranger and I don't want to send Someone who's opted out before a cold message versus like hey it's great to see you again. Like those individuals that previously opted out and then re opt in. You can have automations that signal to your sales team this is a hyper qualified person. They're coming back in. They already have brand familiarity and brand trust with you that they're re opting in. So in that discovery we found that workflow after workflow after workflow was triggering and so people were either getting zero communications or they're getting an abusive amount of communications without a single level of personalization or relevance.
- [29:28]
Ralph Burns
Well, the point is, is that you cleaned it up and all of a sudden it's what you've 10x the results in a very short period of time. Is that what we're saying?
- [29:36]
Lauren E. Petrullo
5X is fair?
- [29:37]
Ralph Burns
5X all right. Over inflating. There you go. Just like a month I was like.
- [29:42]
Lauren E. Petrullo
There'S moments where it's 10x because it dep on the different ecosystems but it was an immediate 5x of pickup because what happens after the click? So what's the destination of your ads has such an impact on the the success of your ads And a lot of the times people are like hand.
- [29:58]
Ralph Burns
Up, go ahead, I'll take a 1.5x increase, let alone a 5x. So all right, so we're going to do a part two of this and at least this is some food for thought for you, especially if you're in a service based business or you rely on an interaction of a human in order to close the sale. Obviously agencies are this is especially great for and I know lots of agencies are listening that probably have an overabundance of follow ups, hint hint for a lot of you out there from maybe even ourselves included here on tier 11. The point is this is that this is a critical piece to everything in marketing right now, not related to all the other stuff that we've been talking about for the last 12 months. Meta Andromeda this is everything. Afterwards we're sort of assuming that you're going to optimize for that but this is the stuff that actually really does matter and gets the sales qualified leads and ultimately leads to the growth of your business. And we'll continue this with part two. So wherever you listen to podcasts, make sure that you do leave us a rating and review. We're starting to get more reviews over on Spotify. We love that.
- [30:59]
Lauren E. Petrullo
Yay.
- [31:01]
Ralph Burns
Up to like 198 so far. So for those of you who have left us a rating, we are especially grateful. So on behalf of my amazing co host, Lauren e Petrulo.
- [31:11]
Lauren E. Petrullo
Ciao. Muchisimos. Gracias.
- [31:13]
Ralph Burns
Till next show. Buenos dias.
- [31:17]
Lauren E. Petrullo
You've been listening to Perpetual Traffic.