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:
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:
06:27 Applying Google’s feeder strategy to Andromeda
10:26 Case study: Training Meta to sell more products
14:29 CTR and CPC change after restructure
19:34 All clicks versus link clicks
22:20 The story-first creative advantage
28:51 Real results from testing the feeder strategy
32:09 Risk, scaling, and product diversification
37:47 How the strategy impacts company valuation
41:32 Final insights and episode wrap-up
Resources mentioned in this episode:
- Previous Episode on Google’s Feeder Strategy: https://www.youtube.com/watch?v=xndq5dyX5sU
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Connect with John Moran
Connect with Ralph Burns:
- LinkedIn – https://www.linkedin.com/in/ralphburns
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Connect with Lauren Petrullo:
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- LinkedIn – https://www.linkedin.com/in/laurenpetrullo
- Consult Mongoose Media – https://mongoosemedia.us/
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READ THE TRANSCRIPT:
The New Meta “Feeder Strategy” That Breaks Andromeda (Full Walkthrough)00:00:00:00 – 00:00:11:12
John
And so if we look at like the last 365 days compared to the previous period, we’re up 85% with 98% of our orders. We grew our subscription services to 2.8 million annually, and that’s up 74% this year.
00:00:11:14 – 00:00:22:01
Ralph
Like, are you concerned at all once you start manipulate the algorithm a bit here, but you’re trying to train it on another product. Do you worry that you might sacrifice sales on the immune side?
00:00:22:04 – 00:00:28:08
John
Well, how do you take what’s not selling and make it sell so that meta will sell it? Here’s what’s actually interesting is.
00:00:29:21 – 00:01:00:10
Ralph
Hello and welcome to the Metro Traffic podcast. This is your host, Ralph Burns, founder and CEO of tier 11. And today we are rebroadcasting yet another edition of the AD Lab Live, which we do every Friday at 2:30 p.m. eastern over on the tier 11 YouTube channel, as well as all of our socials. And this one is particularly groundbreaking because it is the next evolution of a strategy, which we’ve been talking about for about 3 to 6 months right now, which is creative diversification.
00:01:00:10 – 00:01:22:17
Ralph
If you haven’t heard about that, go back and listen to it. We’ve got multiple episodes, and this is one of the biggest breakthroughs in meta advertising since meta went mobile and put all the ads in the news feed. If you remember, way back before 2013, they’re all on this right hand rail on desktop and mobile was coming,
00:01:22:17 – 00:01:25:24
Ralph
and meta Facebook at that time, not even meta.
00:01:25:24 – 00:01:50:18
Ralph
It wasn’t even an Instagram was just Facebook at that time said, oh my God, we don’t have a mobile strategy, so we need to put the ads in the newsfeed. And that changed everything. They also added incredible targeting and this breakthrough right now, this update, this Andromeda, gem lattice update, whatever you want to call it is now just absolutely crushing it for all of our customers here.
00:01:50:18 – 00:02:13:00
Ralph
And we’ve been happy to share, all of the learnings that we’ve, we’ve made with our own money. We’ve now spent nearly eight and half million dollars at this point in time out of our own money, and now are bringing that over the couple hundred million that we’re spending on our meta ads for our clients. And you hear it here first, on perpetual traffic of some of these new strategies.
00:02:13:00 – 00:02:30:05
Ralph
So this is John and I discussing a new strategy. If you have ever listened to any of the John stuff in the past, there is a strategy that we use in Google, which is very similar to what we’ll be talking about here today, is that was they’ve called a feeder strategy. We’ll leave a link in the show notes here for that.
00:02:30:07 – 00:03:00:07
Ralph
The episode, which I believe we did talk about here on provincial traffic a number of times. If you Google feeder strategy, you can actually see John me on a YouTube video. The point is this is we brought that same thing over to meta, and that is the big breakthrough. And this is particularly useful if you have, let’s say you’ve got a number of SKUs, you’ve got a number of products, you’ve got a number of front end offers, but one of them is gobbling up most of the spend.
00:03:00:10 – 00:03:32:12
Ralph
And this is what we see right now with Meta Andromeda, is that meta latches on to the most likely to convert product that you have to offer. Well, what happens if you want a diversify that. And in this business which, is a business that John and I are partners in and know quite well, we want to diversify, our product line from just one specific product to about 4 or 5 different products.
00:03:32:15 – 00:03:35:23
Ralph
And acquire customers in each one of those areas of that is your problem.
00:03:35:23 – 00:03:38:22
Ralph
So if you’re a marketing manager or a
00:03:38:22 – 00:03:42:03
Ralph
the head of growth, or you’re the VP of marketing
00:03:42:03 – 00:04:02:29
Ralph
and you’re struggling with this problem right now, you’ve got this one flagship product that’s gobbling up all your marketing dollars and you want to diversify. This is the episode right here, and it’s a huge breakthrough. And we’ll be doing more episodes like this in the future as this evolves, you’ll probably recognize this ad account as one, that you’ve seen many times.
00:04:02:29 – 00:04:07:08
Ralph
This is, like I said, we’re spending our own money on this. And, John is
00:04:07:08 – 00:04:18:14
Ralph
blazing the way, blazing the path for understanding exactly how the Meta Andromeda update works with all its nuances. So this is cutting edge technology here. So
00:04:18:14 – 00:04:35:26
Ralph
just a reminder, of course, all the stuff that we’re talking about here, you can get that over at tier 11. A.com if you’re confused on how to deploy the creative diversification strategy and really take your meta advertising and your media buying to the next level, we’re happy to help.
00:04:35:29 – 00:04:55:15
Ralph
Head on over to 11.com/cd, or just check us out at your 11 a.com. We’d be happy to help out and talk to you about how you can scale and grow in 2026. Now is the time to do it. Now’s the time to set that appointment and talk about how you’re going to plan for January 1st onward, as opposed to waiting till after the first of the year.
00:04:55:22 – 00:05:09:05
Ralph
So check that out over at tier 11.com/cd. So without further ado, here is John and yours truly with this week’s update from the AD lab on the feeder strategy for Meta Andromeda.
00:05:09:14 – 00:05:30:21
Ralph
Welcome to the lab. And you’re joining us in the performance kitchen here where Jon has been cooking up chaos. Such chaos that he hasn’t even told me what it is yet, but because I think I think this might be overstating it a bit, because I don’t actually know as of yet. But there’s the audience you have figured out.
00:05:30:24 – 00:05:32:01
Ralph
Blue Sky.
00:05:32:03 – 00:05:34:23
John
I have. We’ve we made blue meth.
00:05:34:25 – 00:05:36:12
Ralph
They bloom. Hi.
00:05:36:12 – 00:05:39:01
John
The Heisenberg formula is real.
00:05:39:03 – 00:05:54:00
Ralph
So for those of you who have not watched Breaking Bad, that is like the big brain. Screw that. It’s Jesse and Walter, right? It was just you, right? Yeah. Jesse Walter white, right. So incredible series. Like every episode, you’re on the edge of your seat. It’s like insane.
00:05:54:04 – 00:05:56:02
John
Something big happens. Like, every episode. Two.
00:05:56:03 – 00:06:15:19
Ralph
Every episode. Like, I stopped watching it at night because I couldn’t fall asleep. It was that good. I’m so jacked up. But anyway. Right. So they figure out this formula, like this. Perfect math. Yeah. Like. And that’s, you know, the whole idea behind it is obviously like, he’s, you know, he’s raising money for his own cancer treatment. Like it’s the whole thing behind it.
00:06:15:19 – 00:06:24:25
Ralph
But anyway, go watch Breaking Bad today. We are going to be breaking stuff. But I can’t wait to hear what this blue method blue sky is really all about.
00:06:24:27 – 00:06:53:21
John
Yeah. All right. So we’re going to jump right into it. Last year we created feeder strategy for Google and it worked extremely well. It works so well actually funny enough that the AI inside of Google actually has a feeder strategy definition now. So what’s funny is you got a Google type in feeder strategy. It’s like our real feeder strategy in digital marketing, popularized by John ran a two tier campaign structure, lower cost, and all the other good stuff about it.
00:06:53:21 – 00:07:30:16
John
And everybody that’s all made videos about it and yada yada yada. I was like, what’s the ideal feeder strategy? This guy’s like, oh, there’s this guy out there named like John Moran, who’s like development feeder strategy. It is like it was the best thing for Google still works today. And it’s been fantastic. We have now developed feeder strategy for Andromeda, and the reason why I believe this is such a massive breakthrough is because Andromeda by design, does not allow for a ton of control for individual products or individual services to be grown outside of where the creative wants to go.
00:07:30:18 – 00:07:44:19
John
So it’s kind of like, hey, if you give me ten ads, then I’m going to say this ad is the best and that’s the one I’m going to run. You’re like, okay, that works, but that’s my whole fungus product. But what about my plantar fasciitis product? And you’re like, well, create new ads for that. Add that in there and try that.
00:07:44:19 – 00:08:10:08
John
Let’s see how that works. What we now have is a way to cover all products with all creative everywhere, like a performance max main campaign, and then developed individual feeder campaigns like individual standard shopping campaigns and Feeder and Google to steer the main campaign where we want it to go. Okay, so now we can say the big campaign can sell whatever it wants to whomever wants with whatever ads it wants.
00:08:10:08 – 00:08:24:24
John
But if we want that campaign to shift from those type of products to these type of products, we now have that control. Plus like 50 other benefits that I didn’t foresee, which I’m going to showcase now today. So I’m just going to dive right into it. We’re going to go through it in its entirety, and it’s gonna be a lot of fun.
00:08:24:27 – 00:08:44:07
Ralph
So I would I would be remiss if I did not tell you about our sponsor of today’s show is tier 11. Oddly enough, we call this year 11 live, but now it’s the tier 11 ad lib. By the way, I just googled dogpile strategy. You rank for that too? No shit. Yeah. Just for a chance. That’s amazing.
00:08:44:12 – 00:09:03:09
Ralph
Yeah. So you get here’s the special that we have going on right now. And this is literally like we are getting rid of this at the end of the month because our gross profitability on this half sucks. But where we want people to be able to do this and do all the things that we’re talking about here today, obviously we’re going to talk about creative diversification.
00:09:03:09 – 00:09:22:16
Ralph
I assume in this strategy you haven’t really told me what it is yet. And blue sky, blue bars. The point is this is that you can buy the creative diversification package, which is 30 creatives per month. Like, these are content creators. Like we go out and find we have a stable of 70 or 80 content creators. Like if you’ve ever seen tier 11 out of, we see our ads all the time.
00:09:22:16 – 00:09:45:08
Ralph
You don’t really realize it. Like these are some of the best content creators for UGC testimonials, all the sorts of things that we do on the video side, as well as all the other nine or 8 or 9 different ad types that we have talked about on this show, you get all of that, you buy that package. That is a ton of stuff, and you get the media buying and you get the 11 data suite for free.
00:09:45:10 – 00:09:45:18
John
Nice.
00:09:45:18 – 00:10:02:19
Ralph
So we are barely making any money off this. Like that’s the key. But that’s not the key. You know that we can’t get it going any longer in December. So the prices are going to go up. So anyway, so check it out and leave a link here on the banner below. I see a lot of people are already here asking questions which is great.
00:10:02:21 – 00:10:12:14
Ralph
Unlock creative diversification package to get the media buying and the tier 11 days we absolutely for free tier 11.com/cd. So cool. You know John.
00:10:12:17 – 00:10:18:16
John
That was a that was a perfect slip. And I’m like we’re going to do the best strategy we’ve ever see. And you’re like but wait there’s more. There’s perfect.
00:10:18:21 – 00:10:19:15
Ralph
That’s right. Yes.
00:10:19:16 – 00:10:21:29
John
You’re in the marketing company. I should do a marketing company.
00:10:22:06 – 00:10:24:15
Ralph
Sure. Great idea.
00:10:24:18 – 00:10:46:29
John
Right. All right, so we came from a campaign structure before where we had no three different individual campaigns going after three individual product categories in our company. And one of the main ones here was our immune system. If you’ve been following us for some time, you know, we have a company that sells, you know, pet wellness products. But 90% of all of our sales were coming into our immune products.
00:10:47:03 – 00:11:06:10
John
Now, we were struggling to get our other products, which we have a digestive. We have a joint, we have an oral care one. We have other products that we’re able to sell in tandem with immune because we can upsell as a bundle, but we really have not been able to grow the other products. And that was also due to the Andromeda framework, which is like I’m a pixel, 80% of your activity isn’t immune.
00:11:06:10 – 00:11:14:05
John
You give me something else. It has to be stronger than the 80% of my activity for me to change gears. And it just wasn’t. Unfortunately, it was a brand new product to the company, right?
00:11:14:09 – 00:11:18:16
Ralph
Let’s say like opened up a brand new ad counter, did something like that, which would you don’t want to do? Yeah.
00:11:18:16 – 00:11:33:08
John
And you can, you can. But then if you use the same pixel and other overlapping again and it just blows up. So what we found out is like, hey, we have this campaign here and this campaign is selling a whole bunch of new customers, but we’re like, okay, we have, you know, 804 purchases, 560 or new 511 are from me.
00:11:33:08 – 00:11:56:02
John
And we’re like, perfect. But this is the part that I think I missed in the unlock. And this is what literally set off either strategy was brilliant. This is whether you have a click or a view. You show up here. So I saw that 80% of my spend, 90% of my spend $12,000 a day had a lot of, you know, hundreds of purchases or 50 purchases from our like, I got 30 new joint customers.
00:11:56:02 – 00:12:10:23
John
I have 80 new digestive customers. So they’re taking all of our users we’re bringing to the site with these other products. And this was doing the targeting. Even though they been excluded, they were still doing it. And that’s what we found out where like moat crap was just the nature of the beast.
00:12:10:28 – 00:12:20:01
Ralph
And your optimizing for purchase immune new customer. So you’re trying to get immune customers, but you’re getting all these tangential customers as well, which is nice. I mean but.
00:12:20:06 – 00:12:38:01
John
But 80% of my spends on immune. So I get 80% of my results on immune. That’s it. Unless you can spend somewhere else to get that product having much more activity. Meta doesn’t care. Yeah. So it’s like meta won’t sell it if it’s not selling. And meta will only sell what is selling. Well, how do you take what’s not selling and make it sell so that meta will sell it right.
00:12:38:01 – 00:12:38:25
John
I know they got to take that.
00:12:38:25 – 00:12:43:18
Ralph
Yeah. What? Not at all make sense? I mean they’re going to do whatever’s easiest to get the conversion. Really.
00:12:43:23 – 00:13:00:21
John
Exactly. So what I found out though is that no matter what we did, you know, what we were showing these all of these hundreds of people, all of these hundreds of people were being targeted with what? Immune? Yeah. Oh. So my digestive audience gets sucked up by this one and says, hey, interested in digestive? Here’s immune. Oh, you’re interested in oral?
00:13:00:21 – 00:13:20:14
John
Here’s immune. Or are you interested in joint here’s immune. Okay, that didn’t work. That’s what was stopping this. So we said, well, what if we make an all products everything we have immune, digestive, oral joint, all that stuff is in the top campaign. Now all of our ads are in that main campaign. So every single ad that we’ve ever ran that was good is now in that top campaign.
00:13:20:18 – 00:13:48:08
John
And that top campaign is now purchase and see new customers from anywhere. I’m happy. Sounds good. And then we did two unique things. One, we made three more campaigns. Also per purchase. And see why. Because I want these to overlap. I want feeder to overlap. And then I purposely leverage the incorrect targeting attributions of whatever has highest amount of ad spend, whatever has highest amount of reaching impressions when.
00:13:48:15 – 00:14:08:03
John
And I said, fine, you’re going to take credit for everything. I will allow it. You know what I want you to. You can have seven day click, one day view, one day engage view. Everything else has to be stuck on a seven day click. Why? I don’t actually really want the attribution to come in here. I want the attribution to come up here because this has a high spot of Aspen and has a highest propensity to scale because it’s the biggest campaign.
00:14:08:11 – 00:14:26:11
John
Got it. But now I can adjust the activity in that campaign by feeding it less or more of my other contests. So my one campaign here of all products, has all of my product ads, digestive immune joint, and then my individual campaigns. Digestive just has digestive.
00:14:26:16 – 00:14:27:01
Ralph
Digestive.
00:14:27:01 – 00:14:55:15
John
Joint. Just has joint. You get it. So I said you know what, let me run my first test. Well, actually, before I do that, let me see how this actually has worked so far. Interestingly enough, our click through rate has gone from 6.2 to 11.95. It went up 92%. Which is why, well, when the majority of our users used to be re marketed, the $200,000 have only immune about 5% of those people and liked it.
00:14:55:15 – 00:15:03:13
John
Why? Because those were 5% of the immune, the digestive, the joint and the oral didn’t give a crap, right? It’s not going to click on any of these ads, but when.
00:15:03:17 – 00:15:04:08
Ralph
They put the rate.
00:15:04:12 – 00:15:13:29
John
Exactly right. Yeah, I want to take that. 200 grand is shifted up here. I even scale a bit. 248 look at my click the rate. Wow. It went from 5 to 11. Why? Because now my out there.
00:15:14:00 – 00:15:14:29
Ralph
Right there by the way I know.
00:15:14:29 – 00:15:32:16
John
Right. Right. All right. Thank you I pay attention up to about second grade. Yeah. So when I my digestive, my joint my oral and my immune all can now be re marketed by my main campaign which has digestive and oral and and joint and immune. Okay. So that’s cool. Now let’s say let’s do this. Now let’s run the second test.
00:15:32:16 – 00:15:50:28
John
So we know we’re hitting a way better audience. My CPC has now been cut down by 48% in my account. And we’re spending a quarter million over three weeks. So it’s a big deal. So my CPMs did not change their real point for so same audience. We just now have 48% less cost per click and 92% better click the rates.
00:15:51:03 – 00:16:12:23
John
And so we’re driving a massive amount of a ton more traffic. What when that looks like here. Just as a quick example, when we started this on the 16th here. So we have the 16th through yesterday compared to previous period, I do have an ad spend increase total in the account of 16%. But now my traffic inside of the inside of Facebook is up 171%.
00:16:12:26 – 00:16:29:28
John
Holy crap. Wow. That’s a massive unlock because now meta says I’m going to do whatever I want. I’m like, well, then I’m going to give you the ammunition to go convert whoever you want. Okay. That worked. So then we said, let’s do this. Now what if we took in this week compared the so week to of after the launch I said you know what I want to run a test.
00:16:30:05 – 00:16:53:16
John
Everything’s been running for about a week and everything seems hunky dory. But I want to say, hey, all product campaign, I want you to start selling more joint products. So I’m going to give my joint campaign 57% more ad spend, 57% more ad spend. Now, the typical model of how did that 57% increase look? Looks like crap went from 676 up to 2600, right?
00:16:53:17 – 00:16:59:01
John
Oh no, it didn’t work. Well, that’s right. I don’t care that the attribution doesn’t come here. I don’t want it to come here. So I made a.
00:16:59:07 – 00:17:00:00
Ralph
Number above.
00:17:00:06 – 00:17:20:24
John
Right? Yeah, exactly. This is here. Sorry. No, no. That’s good. And you cut on two. Because what’s interesting is if you look all the way over at this custom column over here, call, purchase, join and see. Remember the 56% or remember the money that we put inside of joint? We put 57% more spend into joint. Yeah. My main campaign sold joint new customers 61% more.
00:17:20:24 – 00:17:42:14
John
And my report inside of here during this time period of the 23rd to 29, compared to the previous period of 16 to 22, which is exactly matching this one. Here, my report shows that my new customers of my joint went from 23 to 35, a 60% increase in new customers at the top line. Wow, wow. So now I have a big campaign that can sell anybody anything.
00:17:42:14 – 00:17:56:22
John
But I can then steer it by saying, I need you to sell more new customers, enjoy joint and that goes right. Crank this lever over here and then boom, that goes up, up there because it’s first click happy import. The actual actual attribution inside of meta is real. And now this will actually start to sell more joint new customers.
00:17:56:22 – 00:18:14:29
John
And coming in at a very decent price. Now real quick we always measure top line. We’re looking at our media tracker, our media tracker. We have an average of globally where we’re spending $114,000 a week up to 87. So let’s do some back of the napkin math. If I go into meta here and I say, how much money do we spend on meta $1,956.
00:18:14:29 – 00:18:36:05
John
So 1956, how many? I’m going to put that over to the side, go to the back end report. And we look at here how many new customers on joint this are the only thing that we have. Marketing is joint inside of meta. So it’s the only thing that has the triple spend. So 35 -23 is 12 okay. So 1956 divided by 12 new customers $163 and $120 cheaper than our global average.
00:18:36:05 – 00:18:39:20
Ralph
And catch is that is fantastic.
00:18:39:20 – 00:18:56:00
John
Beautiful. So are you a doctor’s office that is selling all on four versus X X-rays? Well, you have ads for both. What do you want more of? I want more x rays. Develop a new campaign with just x rays critical and spend. The main campaign has to target the users you’re bringing into the pixel with the other campaign on the ads that they were brought in from, they share the same ads.
00:18:56:02 – 00:19:11:08
Ralph
Okay, I have questions. First off, I’ve never noticed this with this business. Obviously, we know this business extraordinarily well. Dogs versus cats. Does it matter? Has it ever different creative like because I never realized there was I always sort of figured this is just more on the dog side. But like I said.
00:19:11:08 – 00:19:31:13
John
That yeah, cats is actually a lot of UGC. So the way that we market ourselves is slightly different than every other company because we actually focus on the actors of all rather than the CTAs of link clicks. Yeah, CTAs of all rather than the CTAs of link clicks, because we want to identify what is the user is being educated on.
00:19:31:13 – 00:19:34:25
John
We have to go through a two step process to actually sell our products well, which is plain.
00:19:34:25 – 00:19:39:09
Ralph
For to people. What that means. I know what it means, but all clicks versus link clicks. Yep.
00:19:39:09 – 00:19:53:06
John
And so I’m just going to do a sort descending buy spend. Let me turn off the comparison. Let me just get a little bit organized here. Since the 16th is the fourth of work, I was missing a last day. So then we got about spent sorting descending. All right. So let’s do this. Let me actually take my a column of amount spent.
00:19:53:06 – 00:20:10:28
John
And I’m going to move that upwards a bit so that we can see how this actually works. So in our campaigns I have to tell you about a story about how a dog came back to life and how they are happy and healthy and youthful and vibrant. And then I’ll tell you why that seems to be work better as a kind of my mini funnel, where it’s almost like a wally.
00:20:10:28 – 00:20:21:06
John
Fat people of an advertorial. That’s exactly all I’m doing is a Wally fat people advertorial. Instead of you going to a blog and reading it, I’m basically just showcasing it in front of your face, saying it and me in my newsfeed. Yeah, exactly.
00:20:21:07 – 00:20:22:12
Ralph
So that is they click.
00:20:22:16 – 00:20:38:13
John
That right there. You just say, right. And that’s what I’m going to say is this right here is what I look at this. It is here I see the dog. That’s not an ad. That’s a story. You click See More. And you read how as a 2121 year old dog and how it’s helps so much. These are real stories from real customers.
00:20:38:13 – 00:20:57:08
John
And that’s the actual dog’s name. So that actually is DNA. So what’s nice about this is what we’ve noticed is look at this when we have non product. So I was this UGC good. Click the rate product. Add another. Great. We have a story about Gita. Good. Click the rate. You want to see the product here. And not so great.
00:20:57:12 – 00:21:13:14
John
We want to see just the product is not so great. What about Suzanne. Oh I want to know about Suzanne. What about Brenda? Let’s hear about Brenda. What about Cindy? Cindy actually has a great click. The rate. Why? Well, because in her story, Cindy actually has a before and after that declined to for us. And we’re really happy about that.
00:21:13:22 – 00:21:29:12
John
So now we know Cindy the before and after. Look at those. Click the rates now. So when we look at this thing we have to do this. Let me tell you the story about Paul. Paul is a dog sleeping on a couch. That sucks that 2% link like but really good with Levin. And then we follow up with this is the this the Procter did it.
00:21:29:12 – 00:21:43:20
John
This is a product that did this. And then later on like when you go down lower and lower lower you see a lot more product ads and then you get a lot better, you know, kind of CPAs of results on those. But you can see that each time we showcase a story about a nice dog, they want to learn, but they’re not really ready to buy just yet.
00:21:43:22 – 00:21:45:01
Ralph
Yeah. Step one. Step two.
00:21:45:06 – 00:22:04:27
John
Exactly right. So very simplistic. So that’s where we saw that when we change this over to this model here. That’s one. Now we have an average click the rate on the story of 11.1 which is very very good. And then this actually also increase our click the rate from 1.8 to 2.8. So our link click the rates. Not that great but I measure activity off of how much are we educating user based on creative.
00:22:04:27 – 00:22:10:28
John
How much are we spending on that. And is that model working well. So it’s a little bit different than kind of your standard media buyer. But we still use click through rates for engagement.
00:22:11:02 – 00:22:17:01
Ralph
So on this one, this this campaign here is the Immune theater campaign or this is.
00:22:17:01 – 00:22:17:14
John
Absolutely all.
00:22:17:14 – 00:22:37:14
Ralph
Product. This is the all product okay. So my question is, is are you using the same creative like it would standard and not only use story. No, no I’m past that question this guy. But for your feeder campaigns and to reason that you would want to use the story ads because you want the click, not necessarily the click through.
00:22:37:14 – 00:22:52:20
Ralph
You want the click on the ad to say, hey, I’m engaged. And then obviously you’ll get them on the more salesy ad that is basically, here’s the thing that you just clicked on, go buy it. But I have a feeling it’s not the case. No. Damn you, that was my test for next.
00:22:52:20 – 00:22:53:13
John
Week because we’re doing that.
00:22:53:13 – 00:22:54:17
Ralph
Now. Okay?
00:22:54:24 – 00:23:09:25
John
I literally and this is so far is it seems like I’m pulling this out of my butt right now, but honestly, in my calendar, me and Chris would pet whales direct with feeder. Follow up two hours ago said, hey, you know what? What if we took all of our best performing stories and put them all in the feeder?
00:23:09:25 – 00:23:24:18
John
Yes, we have to have another follow up question because of our five top stories is 80% of our global spend. If I pull that out of our main campaign and stick it into a feeder and it has 1KA day instead of 17 K, we’re going to kill our company. So we’re going to try to do is say, can we wean ourselves over there?
00:23:24:25 – 00:23:34:00
John
And that’s the that’s the that’s exactly right. That’s exactly what I want to do is feed are the stories. And then the all products are going to have yes, the stories because they need to sometimes see it more than once. But all the products. Exactly. Right.
00:23:34:04 – 00:23:36:03
Ralph
Right. No. No person. Oh I mean.
00:23:36:03 – 00:23:37:24
John
Yeah. We’re not going to put trashed and Peter.
00:23:37:29 – 00:23:42:19
Ralph
Yeah. But nobody really does like one click. And but we’ve talked about this many times at the show.
00:23:42:22 – 00:23:45:15
John
You’re too good of a marketer. So you guess the next step already.
00:23:45:17 – 00:24:00:24
Ralph
Well, whatever the plan is. Yes. Is that I understand the rationale for it. Yeah. I want to get you want to show like all right. You are engaged. So from humanistic standpoint psychologically I’m like, wow, this is really cool. But I hadn’t really thought about buying it yet. But then all of a sudden I see it again. I’m like, remember that story?
00:24:00:26 – 00:24:14:03
Ralph
I think maybe I’ll look at it. Maybe I won’t buy on that one, maybe I’ll buy in the next one or the one after that. I’m not saying it’s like one click here and then you get a sale here. Yeah, in an ideal world, you want everyone to click on the first ad and just buy. But that’s not going to be the case now.
00:24:14:10 – 00:24:28:22
John
And you’re exactly right. We want to have the stories leading the charge. We’ve already established that kind of in the metrics that we’re seeing. You’ve already picked up on that. And that’s exactly what we saw is like we would love to have more stories. We we did. We were to offset in our big campaign just to grab those and stick them over here.
00:24:28:22 – 00:24:40:22
John
It would not swing this way that fast. And we would we would end up killing our company in the short term. But we are exactly right. We’re going to take our best performer that we’ve used for like a year. And that one’s going first. Yeah. And you know, it’s so exactly right.
00:24:40:23 – 00:24:43:08
Ralph
And it seems like Story plus before and after.
00:24:43:14 – 00:24:47:28
John
Yes. Yes. Story before and after. Yeah. And you know what’s interesting. And those are secondary metrics.
00:24:47:28 – 00:24:49:08
Ralph
Not a lot of people look at by the way.
00:24:49:13 – 00:25:05:00
John
No no they just look usually look at the results and be like why isn’t it bigger? But here’s what’s actually interesting is the reason why the creative obviously like what you said, I know we’re doing a sales pitch out there and it’s sponsored by us or whatever, like course. But that is you know, what’s interesting is that’s.
00:25:05:00 – 00:25:07:26
Ralph
Just one long infomercial really as.
00:25:07:29 – 00:25:09:16
John
Well with proof. But check this.
00:25:09:16 – 00:25:11:02
Ralph
Out. Oh wait, there’s more.
00:25:11:07 – 00:25:36:08
John
Oh wait. By today. Get one more piece of creative. Check this out. It’s out of our main campaign. Our main campaign, yes, unfortunately, is still said because the critical immune defense said is what 80% of our sales are on. So I took this campaign and launched it with a $200,000 monthly budget on day one. That was November 16th, and this thing kicked right into gear immediately with the best performing ads with a crazy amount of Aspen.
00:25:36:08 – 00:25:43:12
John
Just kind of like spending like over $1,000 a day or $2,000 a day, and then cranked up to 7KA day, like, this thing is just going insane.
00:25:43:15 – 00:25:48:03
Ralph
But it won $12,000 a day, and it took 3 or 4 days to get up to.
00:25:48:03 – 00:26:06:06
John
Okay. Got it. Yep, yep. And so that’s what’s interesting is when we look at the look at the amount spent going descending $63,000 on this one ad, you know, 22,000. And what you’ll notice is watch this said said said said sits it said. And then when you go down, then you’re getting into like the digestive and the joint and that’s like sub, you know, $500 a day.
00:26:06:06 – 00:26:27:25
John
So obviously we have some room to grow and feed her. But the other ones but here’s, here’s where we would have killed ourselves if we didn’t have someone to produce. Amazing amount of creative like you could add to your 11 is I said this has got amazing. Click the rates. Watch this on said 1116 1413 2012 2016 ten 1619.
00:26:28:01 – 00:26:47:27
John
Wow okay. How is how is joint feed? Are doing? 1814 yeah. Oh shit. That’s it. Two. Yeah. We have two pieces of creative and joint. We have 12 pieces of creative in immune. I can’t spend what I can’t on joint on immune. Why we don’t have that many stories on joint yet. We never made that effort. So joint never grew.
00:26:47:28 – 00:27:04:24
John
Why? It’s that’s because it’s product. Product a blog a product product product. Okay. People don’t give a crap about the product. Your dog joints hurting. No, a shit sale later. We haven’t done the same effort in sales process in the creative to get the attention we need. And that’s what you also picked up on that could do it.
00:27:04:24 – 00:27:25:07
Ralph
Yeah, yeah. You don’t have creative diversification either. It’s all product based. It’s like if you’re just doing it the old way, like we used to do it in 25, 2015, 2016. Like it didn’t matter. Like that is out the window now. Yes, you need those for sure. But you have to craft the story. You got to get something that hooks people in with some kind of narrative.
00:27:25:08 – 00:27:44:11
Ralph
And for anyone who’s listening like, oh, this is great, Ralph and John, I don’t know about, you know, a pet, you know, supplement company. It’s the same thing with any business. Doesn’t matter. Well, of our own money, it mostly mostly yours. Over $8 million. At this point, I would imagine it’s probably 9 million testing this whole strategy.
00:27:44:11 – 00:27:51:29
John
There’s a very large human supplement company that is also test. This bottle is doing very, very, very good results. And we’re doing about a few hundred thousand a day.
00:27:52:03 – 00:28:19:11
Ralph
Yeah. That’s great. Well, that’s not even your we should throw that into the sales pitch like it’s I don’t even know how much we spend on this now. Anyway, it’s tens of millions of dollars in spend on this, and we know that this works. But when you think about it logically, if you’ve got an algorithm, if you’ve got A.I., if you’ve got a large language model, whatever you want to call it with meta that’s really working in and firing on all cylinders, all of this makes sense from an advertising standpoint.
00:28:19:11 – 00:28:35:27
Ralph
This is how you persuade. This is how people become brand advocates. Exactly right. Latch on to the story. They latch on to the hook. They latch on to the founder’s story. A great example that you use is I think you pulled, you know, for you and Chris like, like a three year old interview let’s, you know, like, oh, we’re not.
00:28:35:27 – 00:28:38:09
John
Going to use our story. Yeah. You’re our best performer for.
00:28:38:09 – 00:28:49:28
Ralph
Like, having your best performer for like a couple of weeks. And it’s part of the entire ecosystem of how somebody understands and gets to know your brand. And that’s the most important thing here. And it starts with the creative.
00:28:50:00 – 00:29:08:27
John
It’s exactly right. And and this person right here, I just grabbed a screenshot because I want to protect their identity. Here’s the one. This is one day ago. We’re both testing the same exact model a feeder strategy. And so I followed up with the results that I’m seeing. He goes, oh damn. That’s awesome. Anytime. Tomorrow. Well, our cake went from 280 ish to 180 ish, with 2 to 3 times the customers and four times the subscribers.
00:29:08:27 – 00:29:25:29
John
We’re going to be wildly good path for the new year. Excited to bounce ideas off. You talk tomorrow. So I talked with them today and he’s running Feeder Strategies, this exact same setup that we just looked at. He’s spending 200 grand a day right now on this model. And he’s got some slight different variations. He’s doing a little bit of midcaps where I’m not he’s doing a couple exclusions.
00:29:25:29 – 00:29:40:08
John
Another account where I’m not, but 90% overlap with exactly what we’re seeing. And he’s seeing the same exact thing and he’s spending a million bucks a week on it. So this is been a lot of ad spend. It is working. Well. It does it does move the needle very well. We’re doing it with some lead generation companies. Next.
00:29:40:08 – 00:29:54:20
John
We already sort of have the feeder strategy. Lead gen was that the straighter company I want to say the whole name of the the prerequisite company where we’re using all of our ad cars that are then being targeted by all of our conversions, that we just have to push more ad carts and everything gets better. You can we we’ve we’ve seen that.
00:29:54:20 – 00:30:13:27
John
We can we can beat it. So it does work very well so far. But everyone’s kind of here, you know, seeing it and experiencing it first for the first time. But it is super interesting to see how we can basically say, okay, if I wanted, let’s just say this is your dental office again, you’re doing x rays and you’re doing all on four, and you have an x ray feeder and an all on four feeder.
00:30:14:00 – 00:30:31:02
John
Great. Do a lot more all on for crank up the all in four feeder. Why? Well, because the pixel works as one big engine, if we think about it. I’m going to plot page just because I haven’t used that a while. But if you have a level here and you say, okay, this is my product, A and then the sales and or spend and this is my product B and this is my product.
00:30:31:02 – 00:30:49:14
John
See, this is kind of us right now. Right now we kind of have said this is our critical immune defense here. OOP I’m not going to say that critical immune defense just to this here. Just control Z. So this is said this is our spend levels. This is like total oral care. This is talks. This one over here is going to be like critical joint A release.
00:30:49:19 – 00:30:56:04
John
And so we’re like okay we’re we’re kind of screwed up here. This is our company. Oh wait I don’t know why it’s not sharing screen on the right one. Let me just reset this.
00:30:56:09 – 00:31:00:07
Ralph
Yeah. Like a pleasant okay. You were on your calculator. Think before and it didn’t.
00:31:00:07 – 00:31:12:26
John
But anyway. Oh gotcha. So this is where we were. And we had one big campaign that’s unfortunately just selling. Said this is the main one here. And then we have our other ones over here. We’re like, well how do we get this bigger? And so that’s all this is about right now is this is how your pixel works.
00:31:12:26 – 00:31:28:18
John
Okay. Pixel says 80% of the spend is going here. That’s 80% of results. This is ten and this is ten. Good luck. Like that’s what you get. Like well how do I get this one to go bigger without sacrificing that? That’s what Andromeda isn’t set up to to use. It’s really not. The creative does a targeting. And if it needs to go one campaign.
00:31:28:18 – 00:31:40:28
John
So we said, okay, what if we just stare at then we’re not going to try to mess anything up with Andromeda. You could do whatever you want. I can just influence you to what I want. So essentially, it’s as hard as this really gets, is now we’re just going to take feeder or it’s going to, you know, chop off the bottom there.
00:31:41:00 – 00:32:00:08
John
This tox campaign and feeder is going to try to grow here into a higher amount of global ad spend next to it. Here we can see that we can push ad spend there and grow that. So is it campaign. Is it ad set. Is it includes this? No. Is pure ad spend. We just have 80% of our Aspen on one product wondering why isn’t anything selling?
00:32:00:08 – 00:32:10:11
John
Well of course 80% of your spend. What if this was more like a 6040? So we don’t reduce here, we just grow another area. Yeah, it’s all downside risk.
00:32:10:11 – 00:32:27:10
Ralph
Potential here like I said is working out. Well. You’re it’s coming in at the impact that you want. Like are you concerned at all once you start to kind of manipulate the algorithm a bit here, which is which is fine, but you’re trying to train it on another pixel fire really, or another event fire, which is really another product.
00:32:27:14 – 00:32:31:08
Ralph
Do you worry that you might sacrifice sales on the immune side?
00:32:31:12 – 00:32:47:01
John
We thought so, and that was the only thing that we haven’t identified yet in our media tracker that we look at everything week over week. We know that we increased spend. That was something that we did this last week. Our end cake is 287. And it was, you know, 270 is 60 grand and we’re doing 114 at 287.
00:32:47:01 – 00:33:04:29
John
So it’s not any less efficient. We have a 1.59 Roas. But we’ve also whenever we’re above 100 K, that’s about of where we see our Murr, because we start outpacing the sales of our subscribers kind of thing when we get close to that, like cut 130 K, you can see it’s a normal mirror. So we took basically $250,000 with a spend.
00:33:05:05 – 00:33:28:22
John
I mean, this is how fast this was when people were like, what should you start off in spending? And what my my normal question is, well, what is your pixel used to targeting? Because if your pixel is used to targeting something, well, you could take that campaign, that spending here at a fairly high level of 12 grand a day, you can immediately shut it off and then launch another campaign with the same as that, 14 grand a day and nothing happened.
00:33:28:28 – 00:33:59:08
John
It just basically went from 34 to 32. And we’re like, okay, well, what is this? What is the Ncac well, went from basically 480 to 42. Nothing happened. Literally a perfect just just swapping over so you could launch a new campaign, a 12 grand a day, if that pixel is used to seeing that audience with those ads. So as long as we always have a steady stream of said ads that we’re always iterating on and creating new, and that campaign is also continuously growing, it’s making more room for the feeders to shove other users in there, so it becomes an easy one.
00:33:59:08 – 00:34:18:20
John
A new joint ad goes in feeder and goes to mean our new oral care ad goes into oral care feeder. And the main campaign, you know, said ad, it goes into said feeder and the said campaign. So these are growing as these are growing. But I can grow any one of these at a faster rate. So now I can manipulate more or less sales of new customers at a perfect end cap with a lever pull.
00:34:18:24 – 00:34:25:12
Ralph
Why wouldn’t you? Devil’s advocate here? Yeah, first. First off, people are going to be watching this are like, well that’s during Black Friday Cyber Monday week.
00:34:25:13 – 00:34:29:28
John
Oh we didn’t run Black Friday. Cyber Monday. All right. We didn’t do one ad. I can prove that.
00:34:30:03 – 00:34:47:24
Ralph
The first bro. All you people are doubters out there. My question is, is what would prevent you from having three feeders for three of the different products and then three conversion campaigns? So you can really throttle them up and down? I mean, you’re throwing them all into one. I’m calling it the conversion campaign, but it’s like the all products campaign.
00:34:47:28 – 00:34:53:00
Ralph
What would that be? Slicing things to thin. What’s your sense.
00:34:53:06 – 00:34:56:03
John
Right I didn’t I didn’t understand. So we so it’s one.
00:34:56:10 – 00:35:14:18
Ralph
Yeah. So that’s your all products. I’m calling that kind of the conversion campaign because you’re getting the click in the sale. It’s being attributed there. But what if you actually split that out based upon like you did a conversion, right? A you split out the all products campaign into conversion campaigns for each one of the individual products.
00:35:14:20 – 00:35:15:12
John
Like these here.
00:35:15:12 – 00:35:23:18
Ralph
Yeah. So that you can throttle each up and the because you’re, you’re basically you’re targeting the same audience that’s open targeting. Anyway. Would that screw things up?
00:35:23:22 – 00:35:26:21
John
Well isn’t that what we did here? I’m not understanding the differences.
00:35:26:26 – 00:35:38:19
Ralph
Well you did it here. But I’m saying like for the all products campaign, instead of having all products, have each one break all products out into SED, into Cd-R, into CJR.
00:35:38:21 – 00:35:57:18
John
Oh, so that’s what we that’s what we actually started from is that was the before. So if I go back to like kind of the before and I turn off, I’ll just go back to October and then turn off the comparison. Decent by amount spent. Yeah. We had the basically said for dogs said for cats critical line and digestive and joint.
00:35:57:23 – 00:36:11:06
John
Okay. And because whenever we would increase ad spend here the bad part is, is this main campaign that had all of the product or this main campaign only had immune products. So if I push harder on digestive and said this big campaign says.
00:36:11:06 – 00:36:12:14
Ralph
Hahaha, yeah, thanks.
00:36:12:14 – 00:36:19:06
John
For all that traffic, that’s mine. Now I spend everything here, you go away. Well, what are you going to show by digestive customers said.
00:36:19:10 – 00:36:20:11
Ralph
Okay, got it.
00:36:20:11 – 00:36:40:06
John
That and that’s and that’s from the before campaign where we’re like why is CID selling all of my digestive? Why is said selling all my joint? Why? I said selling all my oral and why is my click the rates suck and also no one’s really buying anything. It’s because this main campaign said anybody that comes to the site is mine, not from other meta campaigns.
00:36:40:06 – 00:37:00:14
John
Meta, Google organic, your direct traffic, your email traffic, your influencer traffic. This main campaign sucks up everything. So globally, every user that was coming to our site was only being marketed. CID no wonder why CID was the only thing selling. Sure, when we made that all campaign that says everybody that ever comes to my site ever, I’ll remarket everybody everything.
00:37:00:19 – 00:37:05:18
John
I want that now. I want you to turn up the heat a little bit on that product, and I can move a lever over here.
00:37:05:20 – 00:37:11:15
Ralph
Right. And it makes sense. Like, I have to assume that the Ncac for all three of these products are pretty much the same.
00:37:11:19 – 00:37:28:02
John
Yeah. Yeah. There are. Yeah. And there and actually it was even getting the same results. We were getting like 339 385 302 and then the joint one was 720, but that one was literally just like, I mean I think launched like early in the month. Then we shut it off. So was its name it Andre in that time period feeder.
00:37:28:05 – 00:37:34:29
Ralph
And this is only three SKUs really. Well I guess it’s more because each one has the dog and the cat. We A66.
00:37:34:29 – 00:37:54:23
John
Yeah, a moondog moon cat, an oral, a joint, a digestive, and then a three pack with they a bundle package. So we definitely have six SKUs. But the problem is everything was just immune. Yeah. I mean, we’ve scaled up this company really well. I mean, we have not messed up anything in my opinion. And the growth of the company besides the skew list.
00:37:54:28 – 00:38:12:12
John
And so if we look at like the last 365 days compared to the previous period, we’re up 85% with 98% more orders. We grew our subscription services to 2.8 million annually, and that’s up 74% this year. Like we’re doing really, really well. The problem is by sales by product is me command defense critic me on defense critic command defense crew.
00:38:12:13 – 00:38:28:19
John
Oh there’s have been joint way down there down 27% this year. Oh so if you’re looking at an EBITDA of a company, are we an idea on a product that work well or do we have a full suite of products that everyone loves with high LTV? Right now, we have an idea that never really turned into a company.
00:38:28:19 – 00:38:36:14
John
If you’re looking to buy this company, I’m like, why would I buy the one company that has one product out of six that work? I’m just going to knock off your one product.
00:38:36:15 – 00:39:00:25
Ralph
Oh, that’s that’s kind of the bigger goal question here. I mean, obviously the bigger goal question. I mean, if I am a multinational pet product company, I look at this and I say I want that customer base back. Granted, most of it’s immune, but for you and your business partner to be able to get the best, you know, best multiple can, you want to have a multiplicity of different types of customers to make you more appealing to potential buyers?
00:39:00:25 – 00:39:05:20
Ralph
Is what I am assuming exactly right? I know how your brain works. Yeah. Mr..
00:39:05:26 – 00:39:15:17
John
That’s right. It’s like you have six products. How are they doing? We have one go, 1 in 5. Does you want to buy the whole thing? Not really. I’m looking at one out of five. I want an 80% discount on that price.
00:39:15:17 – 00:39:35:05
Ralph
So the goal of the business dictates the strategy. Here is really what you’re saying. Look at that. How about that? The company go, hey, at some of those conversations this week with some tier 11 people, kind of the most important thing like what does the customer actually want? What are you is the business owner here. And Chris, I know very well I want at the end of the day, you guys want to sell.
00:39:35:05 – 00:39:35:25
John
And I don’t think.
00:39:35:25 – 00:39:40:19
Ralph
Sam is, you know, well years I don’t know whatever. Yeah. Like this is the key to it all.
00:39:40:24 – 00:39:58:13
John
Exactly. So it’s like it’s like I could take a hit on Ncac if I can sell additional products. That’s the company goal. Yeah. Okay. What’s their ceiling? 300. Where are you at 250. Well, we just found out that we can sell Joy for 168. We want to do harder on that. Yeah. So that’s what we’re doing now. So we got feeder for Andromeda where it will allow it to do whatever it wants.
00:39:58:13 – 00:40:06:22
John
I can just be in its ear saying spend more on there. It’s like, okay. And then it nails it on and platform for to spend on top line at an end. That’s best. Man.
00:40:06:22 – 00:40:24:10
Ralph
This is smooth. It’s killer. It’s killer. And it’s a totally makes sense. Like you’re not just doing this just to like, mess around. Like you’re doing it with a business purpose in mind. You want a diversified customer base, so like. And it can’t all be immune. I mean, I’m sure if you marketed this right now, I’ll put it out in the private equity world.
00:40:24:10 – 00:40:26:09
Ralph
I’m sure somebody would give you an offer for it. But the point.
00:40:26:09 – 00:40:27:12
John
Is, if you offer, I’m.
00:40:27:19 – 00:40:29:11
Ralph
I’m sure you know, but.
00:40:29:11 – 00:40:30:23
John
I’m just not as big as we want them to be in.
00:40:30:28 – 00:40:42:22
Ralph
Right? Right. You have a number in mind. And that’s why you’re doing this diversification. Create a diversification with product diversification at the same time to yeah ultimately reach the goal. This is this good stuff man.
00:40:42:22 – 00:40:58:14
John
Yeah I mean because we’ve used the same conversion event for all four and we’ve left the top one having a higher amount of attribution, the higher spend will take over everything else and then claim victory I don’t care, Pat yourself on the back. I’m just going to make you pat yourself on the back harder. Like it’s so beautiful not to be able to control this algorithm.
00:40:58:17 – 00:41:13:24
Ralph
Yeah, I mean, there is a certain element to like another company coming in and say, oh wow, immune is really taking off. But they might not have the, you know, the actual formula for the product itself get the results. And they don’t have this strategy unless they’ve been watching every single one of you.
00:41:13:29 – 00:41:15:28
John
Right. Hopefully PetSmart not here.
00:41:16:03 – 00:41:22:01
Ralph
Lurking in the shadows I think silently. Mitch. It just appeared preneur I think.
00:41:22:03 – 00:41:26:10
John
He heard right or strategy was here today. He’s got a camera in his beard. That’s why I still think you can’t.
00:41:26:10 – 00:41:32:00
Ralph
That’s that’s that’s. Yeah. Oh wow. This is incredible. Good stuff man.
00:41:32:09 – 00:41:48:18
Ralph
All right. I hope you enjoyed this week’s episode. We will continue to rebroadcast, episodes of the Ed Lab over here on Perpetual Traffic, especially if they’re really relevant to some of the things that we’re talking about here that we’ve been discussing the last 6 to 9 months going into 2026. This is all a moving target right now.
00:41:48:18 – 00:42:11:24
Ralph
We’re all still trying to figure this stuff out. But what we do know is that this formula that we are deploying right now with at least 30 creatives, brand new creatives every single week, 5 to 7 creators based upon ad spend reach a couple of different internal metrics and a really crushing it with amount of advertising. Right now we actually had a customer that just told us they had the best Black Friday they have ever had.
00:42:11:26 – 00:42:44:01
Ralph
There are $2,030 million company and part and parcel due to this strategy right here. So if you want our help, check it out over at your 11.com or to our Creative diversification page over at your Live.com forward slash CD. So of course, wherever you listen to podcasts, please leave us rating and review. It helps us get out to a wider audience, teach people how to do this stuff the right way through metrics that matter, real business metrics that matter like the cost to acquire a new customer, gross profitability, how much money you’re making, all of those things.
00:42:44:01 – 00:42:51:04
Ralph
Who cares about in-app Roas? None of that stuff matters through metrics that matter and growth at scales. That’s why we do this show every single week,
00:42:51:04 – 00:42:59:22
Ralph
twice a week. So make sure that you do leave rating and review and pass this along to your friends and or your marketing buddies in the space so we can teach you how to do this stuff.
00:42:59:22 – 00:43:08:20
Ralph
The right way to get the results that we’re talking about today on today’s show, as well as in future shows. So on behalf of my amazing co-host Lauren E Petrillo,
00:43:08:20 – 00:43:11:02
Ralph
Until next show. See you
