Stop obsessing over new audiences and creative tests in Meta ads. We’ve got something better! Tier 11’s John Moran is back to share his latest breakthrough: the Sticky Pixel strategy, the secret to maximising your ROAS in every campaign.
Through real-world examples in highly competitive spaces, John reveals how creative diversification and understanding Meta’s Andromeda update unlock massive cost reductions. His team has managed to acquire new customers for less than the cost of a click, something that would be nearly impossible if you used traditional Google Ads.
We explore the real power of Meta’s new audience-building system and how it keeps your pixel “sticky” to past users while optimizing ad spend. This isn’t just about theory; it’s a strategy backed by data and results. Join us now to discover how you can tweak your current campaigns to reduce cost-per-acquisition and increase your ad performance.
In this episode:
02:35 What is the Sticky Pixel Strategy?
08:31 Case study: application of the Sticky Pixel Strategy
15:09 Limitations of messaging testing in driving results
21:15 Results from broad targeting in TRT campaigns
33:13 Overcoming objections with targeted messaging
36:55 Using the feeder strategy in Meta ads
40:49 Final takeaways on Meta ads spend and strategy
Mentioned in the episode:
Partner With Tier 11’s Marketing Experts: https://www.tiereleven.com/apply
Tier 11 nCAC: https://www.tiereleven.com/ncac
Creative Diversification Package: https://www.tiereleven.com/cd
Tier 11 Data Suite: https://www.tiereleven.com/what-we-do/data-suite
Listen to Previous Ad Lab Live Sessions: tiereleven.com/youtube
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READ THE TRANSCRIPT:
How to Crush It With GLP-1s & TRTs on Meta Using “The Sticky Pixel Strategy”
00:00:00:00 – 00:00:00:13
Ralph
you’re getting
00:00:00:13 – 00:00:03:00
Ralph
new customers in this space.
00:00:03:00 – 00:00:05:04
Ralph
for less than the cost of a click.
00:00:05:08 – 00:00:08:20
John
we’re gaining new prescription customers a sub 50 bucks now,
00:00:08:20 – 00:00:10:04
John
this is fantastic stuff in the
00:00:10:04 – 00:00:15:17
John
first week because I didn’t do anything but make sure that my brand messaging to the sticky pixel was
00:00:16:00 – 00:00:20:09
John
I have a small little case. So I want to share with you that kind of proves this model a little bit
00:00:20:09 – 00:00:21:23
John
And what’s interesting about this
00:00:21:23 – 00:00:23:00
John
is there’s been
00:00:23:00 – 00:00:25:23
John
two large stages that this company has gone through.
00:00:25:23 – 00:00:27:15
John
The first stage is
00:00:29:22 – 00:00:54:03
Ralph
Hello, and welcome to the Perpetual Traffic Podcast. This is your host, Ralph Burns, founder and CEO of tier 11. And today’s show is yet another ad lab. But this one is so good. So good with results in an incredibly hard niche on meta that if we had done Google Ads, we would be failing miserably right now because this is the way everything is going right now.
00:00:54:03 – 00:01:00:20
Ralph
If you’re a business that is trying to use Google to get new customers, you’re probably paying
00:01:00:20 – 00:01:02:18
Ralph
in this particular niche like
00:01:02:18 – 00:01:10:02
Ralph
40 to 50 to $60 per click. And we are acquiring customers for less than that.
00:01:10:02 – 00:01:17:13
Ralph
And that’s in the GLP one in the TRT space, which is highly competitive right now or using creative diversification.
00:01:17:13 – 00:01:25:10
Ralph
So John’s strategy here is called the sticky pixel strategy. And we get into it on today’s episode
00:01:25:16 – 00:01:49:10
Ralph
And as always, if you need our help, you don’t want to do this stuff yourself. You can check out your 11 over at live.com. Forward slash apply fill in the application, but we have to help you out. Get these types of results for your business. Whether you’re selling gloves and testosterone replacement therapy or any other product. What we found is the Andromeda update is agnostic to the product.
00:01:49:10 – 00:01:59:08
Ralph
It’s really it’s all about the creative and creative diversification and we can give you that help over at your 11.com. So without further ado, take it away John Ralph.
00:01:59:15 – 00:02:06:17
Ralph
Well, we’re cooking up chaos and the conversion kitchen here today. You’ve got the sticky pixel. Yeah.
00:02:06:20 – 00:02:08:06
John
The sticky pixel.
00:02:08:08 – 00:02:18:17
Ralph
I love the names by the way. Let’s go right on the title. I love names that you’re not really quite sure. It’s like kind of you know it’s it’s definitely clickbaity.
00:02:18:19 – 00:02:20:12
John
Yeah. You gotta watch it to find out.
00:02:20:13 – 00:02:33:16
Ralph
You gotta watch it to find out what is the sticky pixel from genre. So we’re gonna talk about that here today and, some other, lots of screen sharing. Lots of paint. Yeah, lots of paint. So. Yeah, let’s let’s get right into it.
00:02:33:18 – 00:02:44:08
John
Perfect. Yeah. Let’s do it. So, today is going to be the we’re talking about something that I’ve kind of coined as the sticky pixel. The reason why I’ve coined at the sticky pixel is because
00:02:44:08 – 00:03:00:14
John
with the new updates in Andromeda and Jem, the way that the audiences now function inside of meta is more like a core group of users, rather than a campaign testing creative on on new users and new ads.
00:03:00:16 – 00:03:20:10
John
So what we’ve figured out through, the tier 11 data suite is like, pretty much the best way to prove it. And we’ve actually disproved some meta reps in real time, which was fantastic, because no matter how sometimes you regurgitate things that it might be six months, 1 or 2 years old, meta is actually moving faster than the reps can keep up, which is really why you’re all here.
00:03:20:12 – 00:03:22:06
John
So yeah, this is what.
00:03:22:08 – 00:03:30:22
Ralph
You’ve got a good you’ve got a really good one was one of your private company accounts that I’m like, oh my God, she’s really good.
00:03:31:00 – 00:03:31:08
John
Yeah.
00:03:31:08 – 00:03:42:02
John
We got direct access to the actual meta engineers in which I’m like, I again, I just lucked out. Kind of like how I found my wife right place at the right time. So if I can trick them to stick around, you know, I’m.
00:03:42:02 – 00:03:43:11
Ralph
Gonna cheat on her, don’t you?
00:03:43:11 – 00:03:46:11
John
All right. Oh, it’s just she’s my only wife and meta rep.
00:03:46:12 – 00:03:52:23
Ralph
That’s good. Two constants that you’re never going to get rid of. Actually. Radically. Right.
00:03:52:23 – 00:03:53:07
John
So
00:03:53:07 – 00:03:54:17
John
here’s kind of what we’re finding,
00:03:54:17 – 00:04:22:02
John
and I’ve dubbed this the sticky pixel because it seems that is the best way to describe this. So this is representative of an audience that you have been building inside of meta for like the last, say, last six months, two years, ten years, three days, whatever it may be. But since Andromeda has come out, what you’re doing is your ad spend is basically funneled to this group of users in a cloud.
00:04:22:02 – 00:04:42:08
John
When the cloud is essentially just your business’s cloud and your business manager inside of meta, also an extremely similar structure inside of the performance Max engine and the demand engine inside of Google, which is the same engine. The only difference in performance vaccine dimension is search and shopping is not included in demand gen, at least from the shopping network.
00:04:42:08 – 00:04:46:08
John
But the feed shopping items are so they are very, very similar.
00:04:46:09 – 00:04:56:05
Ralph
We’re talking about ad account here, like the entire ad account, not like a campaign or an ad set or anything like that. We’re talking about the entire ad account, which has been trained on that pixel for a long period of time. Correct.
00:04:56:05 – 00:05:16:04
John
And and it’s almost like your entire website. So now remember, like five years ago with me, you and I think Cosmo all joking around, we’re like soon, meta. And Google is going to be like, give me your website, give me your credit card. And I’m I’m off to the races. Well, we we’re very close to being there where it’s like, give me your website and I’ll put a pixel on it and then give me your credit card and also your creative.
00:05:16:04 – 00:05:23:07
John
And I will just do the rest. We’re sort of in that ecosystem now. So it kind of snuck up on us. And what we’re seeing is that
00:05:23:07 – 00:05:38:22
John
if you wanted to take a campaign that is targeting like a core group of people that you are targeting, let’s just say this campaign A is here and this campaign A is now targeting all of these people in this audience here.
00:05:39:00 – 00:05:43:06
John
If you develop a new campaign, campaign B, down here,
00:05:43:06 – 00:05:52:22
John
people believe that a new campaign, new ad set, new creative is going to go find new users. And what we’re actually finding out is this also just kind of goes into the same realm.
00:05:53:15 – 00:05:59:02
John
So where we’re starting to see some inefficiencies and things like creative testing and and new
00:05:59:02 – 00:06:24:15
John
campaign, a new asset growth that is independent from the original ads that are original creative. It sort of now blends together. And your campaigns or your ad sets or your creative, the new ones that you’re uploading is now just the next evolution of communication to the users that are kind of stuck in your audience because you have a sticky pixel, your pixel is now sticky to these users, which means meta is going to do everything it can to keep them there.
00:06:24:20 – 00:06:33:09
John
It’s it’s trying to not let them go. In fact, they’re doing everything they can to ensure that a new campaign doesn’t go to a new audience.
00:06:33:09 – 00:06:59:02
John
And that is the generative ads model that is explaining how the user base that is interacting with your ads sort of have a AI built in on their end that says, because Ralph looked at this like this comet, this clicked on this, watch this more than once, reengage with it like to come in to shared it with a friend, etc. your user feedback as to how you’re interacting with those ads is what is going to show you more or less from that industry, not the company, but all the
00:06:59:02 – 00:07:03:19
John
companies in that industry. Because of the targeting that you’re portraying to meta,
00:07:03:19 – 00:07:14:08
John
you click on a shoe ad, you’re going to get show ads, you click on a bicycle ad, you’re going to get bicycle ads from everyone. We’ve all experienced that. Instagram and Facebook both do it the same way because they’re the same network.
00:07:14:09 – 00:07:36:14
Ralph
I’m assuming that you are assuming that the pixel has an infinite lifespan. Yeah, there was a point in time where like, yeah, well, it degrades after a certain period of time. So you’re basically saying that the pixel that a user’s click from five years ago is still in this cloud in the ad account, like it’s an infinite lifespan.
00:07:36:19 – 00:07:43:13
John
Yeah. And they almost seem like there’s traffic that always moves in to this cloud and traffic that always moves out of the cloud.
00:07:43:15 – 00:07:43:23
Ralph
Okay.
00:07:44:00 – 00:08:07:15
John
So essentially these are people that are like new just finding out about you, who you are and they’re on their way in. And then whatever happens in here, either by either unsubscribe and then they move out and they start heading in an opposite direction. And this is a moving average. So it almost is like the more ad spend, the more people that we’re bringing in and the less people that are moving out because it is reengaging them more because you have higher speed, higher frequency, more creative, more engagement.
00:08:07:17 – 00:08:21:06
John
So what we’re seeing here is that the way that we have to structure our creative and our ad spend is now about, well, what is the next thing that you’re going to talk to in, in this core group of audiences here that you have built?
00:08:21:06 – 00:08:31:08
John
This is a much different way of thinking than, well, let’s test that ad versus this ad, or let’s test that campaign versus this campaign or that asset or this ad set, or that targeting this targeting.
00:08:31:10 – 00:08:36:01
John
And meta is getting so good at targeting nowadays that
00:08:36:01 – 00:08:40:10
John
I have a small little case. So I want to share with you that kind of proves this model a little bit
00:08:40:10 – 00:08:48:01
John
where we have this one campaign, which is a catch all. So this is all three of our products. We have three kind of,
00:08:48:01 – 00:08:52:06
John
peptide products, and this one campaign has all three peptides in them.
00:08:52:07 – 00:09:11:20
John
And then I have each one of the peptides out on their own. So I have a, an TRT peptide campaign, TRT to take my peptide. But I’m not going to say that the S word here on YouTube, but everything goes. You get your medications, I get kind of weird. So I’m just going to call them peptides just for like verb or use a conversation.
00:09:11:20 – 00:09:20:06
John
And what’s interesting about this is there’s been kind of two large stages that this company has gone through. The first stage is
00:09:20:06 – 00:09:30:21
John
this campaign here that has been on for some time. If we look at the maximum charts in this campaign, this campaign has been on essentially since September 6th of 2025
00:09:30:21 – 00:09:38:06
John
and has spent $553,000, registering 32,000 new leads for the company.
00:09:38:08 – 00:09:51:01
John
This was their main way of selling their peptides. They are prescriptions, so they generate a lead. They get hooked up with a salesperson, they go through their health and then they release them to a doctor. Doctor prescribes, and you’re off to the races so that has Jen.
00:09:51:03 – 00:09:54:12
Ralph
Multi-step form if I recall actually before.
00:09:54:17 – 00:10:03:07
John
Pre that. But yes. Oh yeah. Sorry. So this was like you go to the PDP and you’re like requesting consultation and then boom lead based.
00:10:03:07 – 00:10:08:13
Ralph
Oh okay. So it’s one click and then that becomes the registration on that. Yep. Secondary match. Got it. Yeah.
00:10:08:13 – 00:10:26:17
John
Now you’re going to talk to the sales team and then get a prescription. So it was very very like old school lead generation type of methodology. Yep. However since you spent a half million dollars building that audience, you have trained a half million dollars worth of pixel users to your pixel, to your account, to your website, to your entire ads campaign.
00:10:26:21 – 00:10:49:23
John
Sure. And now what we have to look at is, okay, what was the message that was said to them? Most often? And so if I take off, I’m just going to use this and, showcase a ad spend descending last 30 days was still $200,000. So there is still a lot of ad spend going into this campaign. And we have to look at, well, what is the brand messaging that our users are seeing?
00:10:49:23 – 00:11:04:06
John
Because remember, we have a core group of audience, even if I wanted to, I have to shut down this account and the website and the pixel before I can change audiences. And so we have to look at this and say, what has our main audience that we have been growing with a half million dollars? What have we been telling them?
00:11:04:06 – 00:11:21:00
John
Because that will then inform us. What do we tell them next and how do we measure. Right. So we look at this and say, okay, so far and I’m just going to paraphrase this, but we have these peptides and we’re cheap is the main messaging. The next ad that has the highest has been down. We have peptides and they’re cheap.
00:11:21:05 – 00:11:24:12
John
389 for three month kit. Wow. We have peptides.
00:11:24:12 – 00:11:27:16
Ralph
Different presentation, same basic message.
00:11:27:16 – 00:11:34:12
John
Same core concept hook and offer. The concept is hey, we’re cheap and the hook is hey, we’re cheap. It’s kind.
00:11:34:12 – 00:11:37:13
Ralph
Of except that’s what you see, right? Yeah.
00:11:37:13 – 00:12:02:10
John
The the concept that they’ve started with is, hey, we’re inexpensive, not cheap or inexpensive. So yes, when you have nothing but inexpensive ads, one after another after another, that is only focusing on the low, low price that we have. And what we are assuming right now is. Okay, well, people are signing up now. I’m going to pause here because there’s a real life scenario that then happens, the creative that has been uploaded to meta, that has driven a half million dollars in ad budget.
00:12:02:12 – 00:12:18:15
John
Now, when we’re talking to the sales team, the sales team says sometimes we call these people, they don’t know who we are. They don’t know why they’re calling. They don’t even remember signing up with us. Why? Because, hey, I got drugs that’ll make you skinny and they’re cheap. Hey, I got drugs to make you more bulky in the gym, and they’re cheap, right?
00:12:18:16 – 00:12:29:14
John
So it’s like you have these people that are just real bottom of the funnel, but they’re also real low quality because you got them there by saying, hey, I, I got some drugs on the really cheap. You want something like this? Really not.
00:12:29:14 – 00:12:30:10
Ralph
They’re.
00:12:30:12 – 00:12:36:23
John
Not really a high quality client for life, simply due to the fact that that was I’m being overexaggerated to me.
00:12:36:23 – 00:12:38:23
Ralph
Plus, there’s not a lot of pre-qualification here.
00:12:38:23 – 00:12:47:11
John
Exactly right. There’s no pre-qualification, there’s no brand story messaging, nothing. We have not really hit upon all the reasons why we’re inexpensive, not cheap.
00:12:47:13 – 00:13:02:15
Ralph
I’m aware of the solution. All I’m really now looking for is basically is the cheapest price. I know like a try is I know what a GLP one is. I know like I’m looking for that. My doctor may or may not prescribe it for me. I want it cheap. Exactly right. That’s basically the what you’re getting at this point.
00:13:02:15 – 00:13:23:16
John
Yeah, yeah. And so if you get roped in by the hey it’s cheaper. We got it. And at the point in time where you’re like, I’m going to have to stick this into my butt cheek, and injects into my body, are you sure this is like, you know, legit. Right. Because that’s a really inexpensive price. So when we went through the sales team and said, hey, what are some objections that are coming through?
00:13:23:16 – 00:13:26:03
John
Or what are some questions that we most often see?
00:13:26:05 – 00:13:29:03
Ralph
So this a little market research. Exactly.
00:13:29:04 – 00:13:38:12
John
And yeah, so the so the market research here, when we’re looking at all of our questions and answers, the first one is, well where are the medications come from.
00:13:38:14 – 00:13:45:09
Ralph
So this is taken from their cut. There’s like their first consultation or this is from where is this coming from.
00:13:45:10 – 00:14:05:21
John
Amalgamation of the consultations. The most answer, most asked question. And one of the most reasons why they didn’t buy or they didn’t they don’t really want to buy is I it’s it’s it seems too good to be true. And I’m nervous that this is like bank gear basically. Like, not legitimate, high quality, potent stuff that I’m gonna have to inject into my leg.
00:14:05:23 – 00:14:14:08
Ralph
Got it. Or sucked me in with the price. Yeah, but now I’m kind of, I don’t really know. Are you legit? Which is this is this is human nature.
00:14:14:10 – 00:14:15:02
John
Exactly. Right.
00:14:15:07 – 00:14:25:17
Ralph
Yeah. One and 100 is going to happen after that registration. Say, yeah, I’m going to buy it. You know, so you need you need a secondary strategy in order to convince them to take the next step.
00:14:25:19 – 00:14:39:17
John
Yeah. Like if you look back and said is the concept that we went off of, hey, we were inexpensive. Was that the right one? Well, actually, in my opinion, yeah. Because you can scoop up all the people that are ready to buy now. And this company is not hurting by any means where we’re looking at three and 400 days a day.
00:14:39:17 – 00:14:41:04
John
So we’re not we’re not hurting here at all.
00:14:41:05 – 00:14:58:09
Ralph
But also that is their unique selling proposition for this particular type of company. Not every company is going to have this USP, so to speak, exactly like like marketing speak from like 1989 point is that like this is the one that you’re testing right now, but you’re seeing that there’s objections after the fact.
00:14:58:11 – 00:15:18:20
John
Exactly like it’s not fully smooth yet. We need more education to the user. And so that’s what’s interesting is traditionally when you said, okay, we need to attack the market in a different angle. Well, one of the things that people or agencies or media buyers or companies may try is a, well, let’s try a different campaign. Let’s try some variation of the messaging and
00:15:18:20 – 00:15:31:02
John
that assumption is, well, we’ll go and try new messaging and new people to see how does that work compared to the hey, it’s cheap message or hey, it’s inexpensive messaging, or it’s on sale or it’s low cost, whatever you want to describe it as.
00:15:31:02 – 00:15:46:23
John
But when they would typically develop three campaigns, two different ads says to, you know, different other hooks and offers and see kind of what moves the needle, you need to make it a much more concerted effort than that, because you can actually cause more damage than good.
00:15:46:23 – 00:15:55:11
John
What the generative ads model concerted effort. Well, if you’re going to say, what should we tell them next?
00:15:55:11 – 00:16:03:22
John
Don’t choose three things and put 10% of ads been there. And that typically is what happens. Don’t protect that main campaign. Don’t hurt that campaign. Just go and test it.
00:16:03:23 – 00:16:10:00
Ralph
Getting the interest there, saying, yes, I am interested, which is good. Yes, exactly.
00:16:10:02 – 00:16:30:15
John
I’m interested. And what they did is they scaled this thing up to 200 grand a month and it’s working. So it was enough to kind of, you know, at least get the company off the ground and make some good revenue. But they hit scale walls where you could double the Aspen. They generated twice the amount of leads, but the sales only go up like 15%, because we brought a whole bunch of more people in that were actually less apt to buy because it were more upper funnel, because we’re scaling it.
00:16:30:15 – 00:16:37:20
John
And these people said, yeah, I heard about you guys and I’m kind of interested, but now I’m really nervous because, know, I wasn’t really thinking about it, but I fill out the form and now I’m here.
00:16:37:21 – 00:16:38:11
Ralph
Yeah.
00:16:38:13 – 00:16:56:15
John
So we actually saw so we actually saw that the lower response rates colder, worse traffic coming through, actually filling out the form because it was like one click and you can get free drugs. Okay. Well you know that we get what we get. So when we’re looking at this we’re saying, well what else do we tell this sticky pixel audience.
00:16:56:15 – 00:17:19:04
John
Because that’s actually how it works, is you have to make a concerted effort to say, well, what is next? You necessarily can’t say, well, let’s try five other concepts that 10% of the ad spend and see what works, because when those other five concepts go live, they’re actually going back to the people that knew it was cheap. And now they’re going to be hearing a second message, a third, fourth and fifth message.
00:17:19:06 – 00:17:40:06
John
What message is working? Well, you took five random low spend ads to a half million dollars worth of an audience and whatever landed, landed. And that is used as a gauge of, well, this is where the market’s moving. These are working now. When it’s not, it’s a small subset of just conversion events that happened with the lowest form of people, the lowest bottom of the funnel, people that are going to convert anyway.
00:17:40:10 – 00:17:57:15
John
So it’s actually not a creative testing because it’s going back to warm traffic. So when you have to make a concerted effort to put your best foot forward, you have to almost pause in your brain. It’s not a traffic issue yet. It’s having a creative issue yet. It’s a branding message. Now, so we almost have to go way back all the way in the beginning.
00:17:57:15 – 00:18:14:05
John
And we said, okay, it’s cheap. What did we get? Well, what is the next thing that we’re going to make a full bore, concerted effort. We are going, you know, full ad spending on and closing our eyes and saying that’s what’s next. And so what we did is we went through the whole product diversification and we talked about quality.
00:18:14:05 – 00:18:30:06
John
So we talked about quality next. Why. Well when people are like well but Meredith the medications come from that’s how we address the largest problem is yes cheap. But are you getting out of this. You know back of a van in South Mexico like I want to know, is this even real or not?
00:18:30:06 – 00:18:35:05
Ralph
I think in South Mexico, there’s some South Mexican listeners, watchers.
00:18:35:07 – 00:18:42:03
John
Most famous place in Arizona to get drugs is Mexico. And sometimes those aren’t real. So unfortunately, they’re water.
00:18:42:03 – 00:18:43:18
Ralph
In a vial. All right.
00:18:43:19 – 00:18:59:00
John
So when we looked at this suing, we said, okay, let’s let’s build out 240 more new ads and five new campaigns, talk about quality and talking about user experience and same targeting. Well, we actually use broad targeting because that’s what’s fun is it is actually the same targeting.
00:18:59:05 – 00:19:16:09
Ralph
In the old days. Can I just ask in the old days, you would take all those registration pixel people and you would target them. Yep. But you’re not doing that. You’re still doing open targeting because you want to go really broad. Obviously your CPMs are going to rise if you’re going to, you know, a custom audience.
00:19:16:09 – 00:19:33:15
Ralph
But like, that’s the old way of doing things. This is fascinating because my brain immediately went to, all right, we’ll just, you know, get those people in a retargeting campaign to, like, hit them with all the objections and a fake new videos and you name it, and then they’ll convert and ultimately buy. But no, you have a different strategy in mind.
00:19:33:15 – 00:19:34:04
Ralph
I believe.
00:19:34:09 – 00:19:41:16
John
You know, what’s funny is that’s exactly already what’s happening, though. And it’s helping with broad targeting. That’s what’s cool. That’s that’s the uniqueness of this because you.
00:19:41:16 – 00:19:49:23
Ralph
Don’t have to separate it out. Meta is going to figure out the people who have already engaged anyway and who are registrations, you know, on the event. Got it.
00:19:50:03 – 00:19:55:08
John
And even people that are maybe not even registered yet, it’s going to go back to those people too. And so that’s what’s cool.
00:19:55:08 – 00:20:00:16
Ralph
Hovered over the ad or maybe clicked or didn’t like they engaged in some way, shape or form. Got it. Makes sense. Yeah.
00:20:00:16 – 00:20:18:15
John
And so what’s funny is like we typically have to like take all the people that have already registered, already registered where you and I, absolutely. The first place your mind go as well move them down the funnel manually right now by letting it broad targeting and letting it go where it needs to. Not only can we attract all the people that have completed registrations, but we can also go back to the people that have not.
00:20:18:20 – 00:20:20:20
John
And that’s a large audience over there too. It’s a.
00:20:20:20 – 00:20:22:01
Ralph
Big audience, and.
00:20:22:01 – 00:20:31:11
John
That audience at that high spend a small movement down there can make a big, big change to the top line if they’re going to be in the same audience in which they are. So what’s cool about this? Okay.
00:20:31:17 – 00:20:33:19
Ralph
And you have no real like
00:20:33:19 – 00:20:55:08
Ralph
Logically you think, well, somebody who fills out the registration form is more engaged, not necessarily though. Somebody hovers over and I that’s thinking about it or just clicks and goes to the page and then, you know, back clicks. They could be just as engaged because these are lightly engaged folks. You’re not going through a five step, you know, qualification process.
00:20:55:08 – 00:21:00:11
Ralph
It’s basically it’s one thing. And then boom, they are a registration. Yep. So nothing.
00:21:00:11 – 00:21:01:03
John
Right.
00:21:01:05 – 00:21:06:02
Ralph
But old school marketers would have an issue with this because you’re like no, no, no that’s wasted traffic. It’s not though.
00:21:06:03 – 00:21:15:00
John
Oh those are those are people that are actually more hot, more recent. They haven’t even converted yet. The people that I’ve already converted, that I’ve talked to your team and said, I don’t know who you are. Those are the dead gods.
00:21:15:02 – 00:21:15:22
Ralph
Yeah, yeah.
00:21:15:22 – 00:21:28:13
John
And so that’s what’s funny is like, when we’re looking at these things, I said, well, if I’m using broad targeting GLP one campaign plus a TRP campaign, we’re scaling them now because we got them launched and everything’s working. So we’re pushing ad spend. What’s funny about this is
00:21:28:13 – 00:21:31:13
John
I’ve used broad targeting, in both. And you know what?
00:21:31:13 – 00:21:45:19
John
I’ll just prove it to you and the TRT campaign. If we go into the, broad targeting campaign here and we look at the audience, my TRT, which is a male dominated industry with about 90% market share of men.
00:21:45:21 – 00:21:47:19
Ralph
Women, 65, 18.
00:21:47:19 – 00:21:51:08
John
To 65, all gender. Is that the stupidest thing you’ll ever do?
00:21:51:10 – 00:21:54:18
Ralph
Like like I would I would look at this. This guy doesn’t know what he’s doing.
00:21:54:21 – 00:22:00:11
John
Right. Exactly. This guy’s an idiot. He’s he’s marketing 50% women males. Testosterone.
00:22:00:13 – 00:22:03:16
Ralph
Moran doesn’t know anything. Anything but know.
00:22:03:18 – 00:22:05:22
John
And so what’s funny is then go into the that we.
00:22:05:22 – 00:22:14:22
Ralph
Just had a customer actually did that to you. Anyway in the email. What is he doing? Only two of the ads out of 30 are getting engagement. Like that’s how it’s supposed to work.
00:22:14:22 – 00:22:21:13
John
Moran hit. You’re welcome. The the best ads are showing the most amount of ads, man. So it’s funny. Is this thing here is broad targeting.
00:22:21:13 – 00:22:23:12
Ralph
By the way. Anyway keep going.
00:22:23:14 – 00:22:45:00
John
In broad targeting and TRT in the in since the the campaign launched basically on Christmas Eve. But we have a tier two campaign targeting 50% when and 50% women. And when you look at the amount spent in this campaign so far, it is 92% men, 7% women, which I, I know women close to me who are on TRT.
00:22:45:02 – 00:23:01:17
John
It is a thing it is to bring your hormones to an optimal level. It’s not there because they want to get steroids and go to the gym. It is to keep hormone balance. So there is a surging market of women that are joining the TRT trend just out of one tenth dose, because that’s appropriate for the body that their doctors recommend.
00:23:01:19 – 00:23:22:16
John
But with 5050 male and female targeting to then get a 92% male audience in the first week is why you’re targeting is now up to a suggestion. This is this is the part that people typically can’t wrap their head around. And I have really good example now of and go broad targeting on Christmas and then bam nail. Exactly right.
00:23:22:20 – 00:23:33:19
Ralph
This is so powerful because like this I know we’ve talked about this hundreds of times on this show is obviously is like in driving who does the targeting for you. But creative really does the targeting. But still like they know
00:23:33:19 – 00:23:35:19
Ralph
this is a male dominated
00:23:35:19 – 00:23:45:06
Ralph
campaign here for sure. Yeah. But would they if you did cut off female if you just did male in the demographic?
00:23:45:06 – 00:24:01:23
Ralph
I mean, I’m thinking, you know, between 35 and 65 plus is in that market. Would it change anything? Would it enhance performance? Like you’re always sort of thinking as a marketer, it’s like, okay, we’re giving the algorithm all this leeway, but is there a way or I can tweak it at all, like if you even tried that?
00:24:02:01 – 00:24:06:06
John
Yeah, I’ve tried suggesting audiences and it just always goes the wrong direction.
00:24:06:08 – 00:24:06:22
Ralph
Okay.
00:24:07:00 – 00:24:18:00
John
The only thing I was thinking about it is the people that are hot to trot new, and I need to get in front of before anybody else has not been identified by the algorithm as a person that’s interested in this, and that’s kind of my edge. Okay. So if
00:24:18:00 – 00:24:31:19
John
if I can gain a traction on you because you have a great hook and hold rates and click the rates, if I can capture attention because I’m the first thing you saw and you’re the first one to tell me, and it’s the first time we’ve ever had this type of relationship, and the first time I’ve ever had relationship with a person like you,
00:24:31:19 – 00:24:49:10
John
and first time you’ve ever had a relationship. But on a person like me, instead of a meta advertiser, if I’m the first person to make that connection, I’m the first ad they click on before they get bombarded by all my competitors and now all my competitors using targeting by saying who’s interested in TRT? While all the people John found and converted, you can have some of those be like.
00:24:49:12 – 00:24:50:06
Ralph
Yeah.
00:24:50:08 – 00:24:52:05
John
Oh, now it’s okay. So
00:24:52:05 – 00:25:08:08
John
the female demographic, the male demographic splits when I was looking it up. I use Gemini because I like Gemini, but I was asking you questions about the male and female population on TRT. It’s almost a 91 nine like we’re getting 92 eight. And I mean, it’s nailing it. And so this is, it’s it’s only been live since Christmas Eve.
00:25:08:08 – 00:25:29:12
John
And so you can see a halfway point between Christmas even today. Cut it in half. Our spend has gone up 33%. So it’s like 90 bucks. It went from 260 to 360. But our conversions went up or sorry, our cost per conversion went down 85% for a new customer, went from $260 down to 39 bucks for a new a new TRT, customer $39.
00:25:29:12 – 00:25:30:23
Ralph
And Kirk on TRT.
00:25:31:02 – 00:25:34:14
John
And then we gained 800% more new customers just last week.
00:25:34:16 – 00:25:35:07
Ralph
Fantastic.
00:25:35:07 – 00:25:58:14
John
So everything is heading directly in the right direction. But here’s what’s interesting. The reason why these campaigns are just kind of like shooting up to the moon. These three main ones, not the catch all. I’ll talk about that one. Why this one is actually going to be eradicated because of the Jem model with the sticky pixel, but because these are all scaling up really fast and gold, going from 88 265 down to 50, 40, 30, I mean,
00:25:58:14 – 00:26:09:17
John
we’re gaining new prescription customers a sub 50 bucks now, like this is fantastic stuff in the first, first week because I didn’t do anything but make sure that my brand messaging to the sticky pixel was
00:26:09:17 – 00:26:09:23
John
in a
00:26:09:23 – 00:26:29:20
John
logical sequence to a sale. What we mean by that is, if you look at all of these campaigns, let me just take off the, targeting or take off the before and after. And if you sort descending by spend, one thing that sticks out is 178 of the $350 out of 44 ads. Well, actually, it’s more than that.
00:26:29:22 – 00:26:50:05
John
If you look at the amount spending here, these two here at the two top ads that are the same ad, because I have two different campaigns using the same as because they can overlap. But now we have $900 out of the $2,600. That’s going to the two. Same as what are those ads? Well, we know the main question from the sticky pixel audience is where did the medications come from?
00:26:50:07 – 00:26:59:11
John
So is it any shock to anybody that the best performing ads are the ones that say, $264 for five months supply? Is this with a real doctor? Seems kind of.
00:26:59:11 – 00:27:21:13
Ralph
Shady. We used to call these objection killer ads back in the old ecom ad amplifier days, but now it’s like the ecom ad amplifier. We don’t separate out traffic, obviously, just sending to the same broad audiences because meta knows exactly the target. But it is consistent. So it’s the sticky pixel. It’s the next step after all. Right. You got this stuff.
00:27:21:13 – 00:27:42:07
Ralph
It’s cheap, but it sounds too good to be true. Let me overcome that objection with a video. I assume this is a video and it has like a couple of different. I know we’ve done these videos. I haven’t actually see them, but yeah, I assume they hit a couple of those. Top objections to the sale. What you got from, you know, their customer success or the client services or even their salespeople.
00:27:42:13 – 00:28:07:14
John
Yep. And 34% hook rates. They start off perfectly well. Now, this is also a shout out to learn and her team, in tier 11 for the creative because they are looking creative. Unbelievable creative. It’s it’s I’ve I’ve I’ve had a few rounds of massive creative updates, from Lauren and her team. And they have literally hit the mark on the head every single time I, I can prove that with data and I’ve spent millions on it.
00:28:07:14 – 00:28:10:15
John
So yes, I know that. But here’s what’s funny is I.
00:28:10:15 – 00:28:13:02
Ralph
By the way, best decision we ever had.
00:28:13:02 – 00:28:14:01
John
Is I know right with.
00:28:14:01 – 00:28:21:02
Ralph
Them about a year ago last 3 to 5 Lauren Schwartz aren’t team amazing team we got here. So anyway, yeah.
00:28:21:04 – 00:28:44:14
John
So here’s what’s cool is we have it 231 ads in these four campaigns. There’s 231 variations that the sticky pixel could have engaged with. It’s not out of just happenstance that the majority of the users in the main kind of two big campaigns all want to know, is this shit legit?
00:28:44:14 – 00:28:48:20
John
Yeah, because we spent a half million dollars telling people that it’s cheap.
00:28:48:22 – 00:29:11:06
John
What’s the next thing they’re going to say? That sounds good. Is it any good? Very logical. Now we have a very concerted effort with this. What I mean by that is we have spent or what we’re doing is we are ramping up and we’re spending the amount of money here. We have the for for new campaigns. These four campaigns are all getting ad spent increases like crazy.
00:29:11:06 – 00:29:25:17
John
Now we’re all just ramping up 100 or 300% each one of these ads in the last like day or so. So we’re looking at like essentially yesterday compared to the previous period because it’s working. So we’re just like 50%, 50%, 60%. We’re just going to keep going. This thing is just going to go up, up, up, up, up, up, up.
00:29:25:17 – 00:29:46:13
John
And it’s going to overtake this main ad campaign here. So we’re going to get this up to about six, seven, eight, ten, 12, 15 grand a day. Like that’s how that’s what we’re on track to do. That’s the plan. And what’s interesting about this is because we took this new approach with these users. A byproduct of this is remember that main campaign here that generated all these users?
00:29:46:14 – 00:30:15:10
John
Well, we’re now spending 0.19% difference, 100 bucks difference on these people. And now the completed registrations are going from $19 down to $17. So it’s a 7% decrease in the cost for result. And now we have 8.5% more. So we have 246 more leads for 100 bucks. Why did that happen? Because this audience here that built everyone we are now speaking to them better over taking that campaign.
00:30:15:10 – 00:30:40:22
John
We’re bringing them into the new era of what this company is needing to portray as a brand messaging. And the old audience that was half way disengaged saw the new ads that says, hey, yes, is cheap, but you talked with a doctor. There’s blood work there. I mean, all this stuff is legit. Like, oh, I’m good now. And the top line performance that we see now, this is again the Christmas Eve we’re and I have this in proof, so I just can’t show the email because you’ll see all the people in that work there and everything.
00:30:41:00 – 00:31:11:11
John
But we were averaging about 300 to 340 on average. And now we’re kind of breaking through the over 400 leads per day. And this is all happened with a total ad spend increase of 350 bucks. So we generate 50 more leads on average per day with a weekly increase of 0.62%. Now, spend. Why? Because that sticky pixel of a massive half million dollars worth of users, we’re loving on them more, and we’re bringing them to the promised land.
00:31:11:14 – 00:31:26:13
John
We are not chucking them out the window and say, let’s try something else. That is how we accelerate the company growth for a very nominal increase. And that’s been by doing better, diversify creative answering questions and actually telling these people who we are and why we’re important and why they should care.
00:31:26:15 – 00:32:01:12
Ralph
This is like a feeder strategy really. Like we had the registration and then go to the bottom like this. This is like this. Like what’s what’s new is like is old to a certain degree. But I don’t know if you remember this in 2013 and 2014, the whole thing was you had to train the pixel on whatever step it was before the stuff that you actually wanted, because then they created other ads, and so you would create like a lead ad, and then you would create an add to cart, you know, a campaign campaign to get your to lead campaign and add to cart campaign.
00:32:01:12 – 00:32:10:22
Ralph
And then you create a purchase campaign and they all sort of fed each other, but you had to do it manually. You did it with custom audiences. Now you don’t do any of that. It’s all you just do the.
00:32:10:22 – 00:32:26:00
John
Ads, but you just skip the media buying portion of that journey, and you just reached out to follow the process. And I remember someone you and I have known for over ten years where it’s like, we should probably do something like a pixel content lead magnet, tripwire, core offer, value optimizer, Ascension path.
00:32:26:02 – 00:32:30:08
Ralph
All right, all right. I was just subscribed to that anymore.
00:32:30:10 – 00:32:34:20
John
I know so far. We’d like to thank our future sponsor, Ryan Dice, for his future contribution.
00:32:34:20 – 00:32:42:22
Ralph
To our show. And this one got me into this. That was the first information product I ever bought, by the way, 43 split tests by Brandeis.
00:32:42:22 – 00:32:46:08
John
Yeah. It’s amazing. Yeah, he got me with the lead magnet and I was hooked.
00:32:46:10 – 00:33:10:18
Ralph
Yeah. Okay. No, this is this is cool. Like, this is the way that it should work, but it’s much easier to set up. And logically, you think about it, it’s like how do humans buy? They don’t buy all at once. It’s like they want to feel like they’re controlling their own destiny. And you’re you’re doing that. But you are you are in it’s informed advertising on the second step.
00:33:10:20 – 00:33:30:00
Ralph
Right. And that’s the key. The interesting part of this is that it’s a video on that, that one that’s getting all the ad spend on the conversion campaign for the purchase. How did you guys come up with that. Was it because there’s a lot of ads in there working with Lauren and her team? Was it their suggestion?
00:33:30:00 – 00:33:32:18
Ralph
Was it the client’s suggestion? How did that all sort of come about?
00:33:32:20 – 00:33:51:17
John
Yes. Lauren did a really good understanding of like, here’s the messaging that they’ve been receiving lately. And Lauren and her team are fantastic in saying like, hey, here’s some of the angles that we can attack based on the feedback, because that the the the your or sorry the the frequent ask questions, the FAQs, they’re not exactly like no, I hate you guys.
00:33:51:17 – 00:34:11:19
John
And you know I’m never going to buy from you. It was like how soon after we almost basically went down the gambit of this year by saying where the medications come from. Yeah. My locked into any automatic payments or contracts because hey is cheap. So the people are concerned about. Yeah, but I don’t have to pay you a lot of money a long time because it’s cheap, lower, high quality kind of thing.
00:34:11:19 – 00:34:18:18
John
And then how soon after I meet with the physician, do I get my medication like sheep? And I want to know, well, I meet with the physician in order.
00:34:18:20 – 00:34:25:09
Ralph
Does the video. I guess my question is, is does the video address those top five? Like, yes, it does, it does. Okay.
00:34:25:09 – 00:34:27:14
John
Not not that one video, but all of these do.
00:34:27:14 – 00:34:28:15
Ralph
And so they do.
00:34:28:17 – 00:34:48:16
John
Yeah. So even this one says like do I be with a real doctor. Because that’s pretty cheap. So it’s kind of shady. So that’s like yes. You actually do you, you do meet with a doctor, you meet with a physician. The physician will be the person that orders a medication for you when you’re approved for the treatment. Like it’s all, we’re not just gonna, you know, send this stuff out of a back of a van, like, it’s it’s legit, like, don’t worry.
00:34:48:18 – 00:35:05:14
John
And so when you have that and you also have the founder, if you have the founders, like kind of, you know, other people that are, are, coming on board like they have the founder of the founder’s brother. He’s like a famous comedian, some of that too. So he was involved in they were talking back and forth and addressing like, hey, how does this work and why is important?
00:35:05:19 – 00:35:08:06
John
And then we also are starting to go more towards like the,
00:35:08:06 – 00:35:15:15
John
upper echelon type of ads. We don’t believe in normal, more like abnormal. So what’s funny about this is there’s
00:35:15:15 – 00:35:25:04
John
there’s a few ways that you can attract an audience when you’re talking about health and you can say, don’t have to have TRT that’s a have and have not.
00:35:25:06 – 00:35:42:17
John
And then you have the next level up is the daily deals. So you feel more energized, more youthful, or you don’t. The next one up is how did it change your life? I can play with my kids more, I have a better relationship with my spouse and yada yada yada versus, you know, my wife hates me and my kids don’t know my name because I’m always sleep on the couch.
00:35:42:19 – 00:36:01:09
John
And then the final, the final level, the final echelon that you can reach at the top is status, which is, I look like a fit, rich, amazing 45 year old man that everyone wants to be with kind of thing. So you can kind of we we went from the it’s cheap don’t have to it’s cheap. Now you got TRT.
00:36:01:10 – 00:36:12:10
John
So we’re kind of testing the it’s quality and you’re going to feel good. And this is how it’s going to change your life. Those are 241 ads that are going to bring everybody up to the top. But we have to answer the questions before we can bring them to the next level.
00:36:12:12 – 00:36:22:02
Ralph
Right. You can’t go right from it’s cheap. And here’s your transformation. Right? Exactly. I mean, maybe some people will to a certain degree, but like here’s your start.
00:36:22:04 – 00:36:24:11
John
Maybe not with in Klamath because what’s that.
00:36:24:13 – 00:36:42:18
Ralph
Yeah. Right. And I would imagine the same thing applies on the GLP one side. I mean we’re obviously we’re using the TRT as an example here. GLP one, same basic strategy. And a lot of ways we hey, we got this thing and it’s cheap. And then it’s like all right well is it legit. Like all the same types of things.
00:36:42:18 – 00:36:53:21
Ralph
You went through the same sort of scenario or sort of work, you know, flow in order to determine what that conversion based ad is going to sound like, what’s going to look like and how it’s going to resonate.
00:36:54:02 – 00:37:20:17
John
Exactly right. And one kind of new update to the feeder that you’re going to see here is I ran these in a slight different variation of the feeder, and you’ll see that I’m actually not scaling this one campaign here because of the sticky pixel. And what I mean by that is this campaign here, when you look over to the side and you say, hey, there’s there’s two main, main groups of, campaigns here, I wish I can, can I grow this at all?
00:37:20:18 – 00:37:42:00
John
Okay, there we go. So yeah, here’s here’s the thing. This is. Yeah. Right. This is a product. This is a product campaign. This one here is a single product campaign as well. This one here is a single product campaign as well. And then this campaign has all three all in one. Okay. Now this one where this was going to be originally ran as a feeder.
00:37:42:05 – 00:38:05:06
John
Each one of these as a feeder. However, because when you set up a campaign, you’re not allowed to change the attribution settings. Post launch, I didn’t know where which way the feeder was going to go, meaning were these going to just these individual campaigns? I’m just going to keep spiking up spend. And is that main campaign going to be the one that converts everybody, or can these campaigns live on their own?
00:38:05:08 – 00:38:21:12
John
The only difference in the feeder strategy on meta is the seven day click one day view, one day engage view, and I purposely left these here on their own saying no, no, no. If you’re hitting the right audience with the right ads and you have your own independent ad spend, you should be allowed to live on your own.
00:38:21:12 – 00:38:40:17
John
Not have to have this one campaign, kind of do all the remarketing and do all the warm traffic and scoop it up. The it started off to do that. It was 23 versus four versus one versus four. Like it started to do that. We know that happened. But what you can see is over time, these campaigns were doing such a good job at hitting the right target, reengaging the right target.
00:38:40:17 – 00:39:08:23
John
It started to steal away from those campaigns. So this now I can see that yes, I lost eight in the main campaign, but I gained eight up here. I gained three more up here and I gained six more up here. So I can see that this campaign here is reducing in new customer acquisition. These campaigns are increasing in new customer acquisition and this campaign here is no longer going to be needed because these are such three different diversified users that they would not be marketed to by the main campaign.
00:39:09:04 – 00:39:19:12
John
Right? I didn’t know that at the time. They’re all three health, but they are fairly unique enough that they could live on their own. And now I have three independent campaigns where now a client can call up and say, John, give me more customers.
00:39:19:17 – 00:39:22:10
Ralph
Yeah, give me a less slow-moving.
00:39:22:12 – 00:39:24:22
John
Yeah. Exactly. Right. So now we can control this.
00:39:25:00 – 00:39:35:01
Ralph
And because they’re there, they are basically going like that one master. Like I look at the registrations is like the feeder, I guess. And then the other ones is the convert, I guess.
00:39:35:03 – 00:39:35:11
John
Exactly.
00:39:35:11 – 00:39:39:11
Ralph
Remember like how we call them. But anyway, so you’ve got all of the products in one
00:39:39:11 – 00:39:51:01
Ralph
that is being duped versus the other three campaigns as well, but because the other three campaigns are so laser focused on those individual products, they’ll eventually take over all the volume is what you’re saying.
00:39:51:04 – 00:40:10:05
John
And they’re. Yeah, exactly right. And they’re doing that. Not only are they taking over the volume, they’re actually getting a better performance starting from a worse performance. Yeah, than the main campaign killer. So dropping you know, we lost $200. The cost for result lost $14. Cost per result. We lost $26 cost per result, which now means 46, 36, 39.
00:40:10:07 – 00:40:14:10
John
I mean, how many more free customers do you want that as pure LTV profitability.
00:40:14:12 – 00:40:17:01
Ralph
In that space for that kind of Ncac?
00:40:17:03 – 00:40:21:11
John
Call a half million ads band that’s outstanding.
00:40:21:13 – 00:40:24:11
Ralph
That’s just that’s crazy performance, right?
00:40:24:16 – 00:40:41:12
John
Right there. So that’s what’s created diversification that you can only get to the creative at tier 11. Combined with the the, the what’s it called? The tier 11 data suite so that you have your first pick at the imports to retrain the model. But yeah, I mean, it’s it’s good data in, good data out, good creative.
00:40:41:12 – 00:40:46:03
John
It I mean, it’s it’s it’s it becomes very simple when you’re just good at everything.
00:40:46:05 – 00:41:06:06
Ralph
This is so three years ago you would have approached this completely differently. You would have been in Clone machine, TRT, GLP one on on Google search probably is my guess. Yeah. And you would have been in that bloody red ocean competing with everybody else.
00:41:06:06 – 00:41:07:22
John
$48, $55 to.
00:41:07:22 – 00:41:11:15
Ralph
$60. I was going to say a $50 click. And
00:41:11:15 – 00:41:15:10
Ralph
you’re getting customers now new customers in this space.
00:41:15:15 – 00:41:16:13
John
For less than a cost of a.
00:41:16:13 – 00:41:19:06
Ralph
Click, for less than the cost of a click.
00:41:19:10 – 00:41:28:15
John
The law of CPMs. That’s what I always say. It’s the law. CPMs. If you got a $10 CPM and a $10 click, is your choice between, you’re going to be getting a thousand people or one.
00:41:28:17 – 00:42:01:09
Ralph
I don’t know is if the world understands that now. And when I talk to, new prospective clients that it’s year 11, they’re like, yeah, we need Google from you guys. I’m like, no, no, no, no, you don’t need Google because you don’t want to be dealing with like all of those areas where, you know, you know, Brazilian butt lift near me, like you, you want to be like talking about the Brazilian butt list that you do in the Boston area, you know, and how you do it better in an Andromeda campaign, because you don’t want to be paying $70 a click.
00:42:01:14 – 00:42:05:04
Ralph
No, you know, on Google search because it just doesn’t back out.
00:42:05:06 – 00:42:07:14
John
So it’s it’s hard to grow a brand one at a time.
00:42:07:18 – 00:42:23:23
Ralph
Absolutely. What you do want is you want your brand name over on the Google search side, of course, which I have to assume in this particular case with these guys, you got that because there is going to be a oh, let’s Google them and see how they’re doing. Obviously, like, you know, what are they all about. So there is that portion of it.
00:42:23:23 – 00:42:31:14
Ralph
But that’s a tiny, tiny percentage of spend is I’m guessing, if not at all. You’re not even talking about it. So it’s like relatively insignificant.
00:42:31:16 – 00:42:52:00
John
And it’s what’s funny about that too is like, you do have that brand messaging that will overlay in all traffic. So, you know, what’s funny is the same reason why meta you don’t have to isolate each user during the stage of their final and bring them on along to the next stage is because the because of that sticky pixel and because they’re move along towards that CPA goal, that cost per goal.
00:42:52:00 – 00:43:14:17
John
That’s how you can cost cap multiple campaigns. They influence each other. It’s the same thing that Google’s doing on an unknown. Say they don’t predict that you’re going to back into a TCP role as target. They use half form traffic to predict who is the most ready to buy, and then they spend on those people. So as you bring better branding to meta, you have more people that are going to be on your website, which means half the traffic inside of Google is just waiting for those people to convert.
00:43:14:17 – 00:43:18:23
John
So now you’re as but on Google is twice as effective because half the users came from meta.
00:43:19:01 – 00:43:21:14
Ralph
And so that’s a super good point. By the way.
00:43:21:16 – 00:43:29:14
John
Rising tide floats all ships. Yeah. And that’s exactly right. And the reason why everyone you like chicken sandwiches I love chicken sandwiches.
00:43:29:14 – 00:43:30:18
Ralph
I love chicken sandwiches.
00:43:30:18 – 00:43:51:16
John
I had no idea that chick fil A was the original chicken sandwich. But if I am looking for a chicken sandwich and chick fil A’s like we fucking invented that, I’m like, I’m going to you. If you were talking about literally anything like Brazilian butt lifts, if I was like the original Bebe, and you see that all over Facebook, and then you go to Google and type in Brazilian boatlift, like you said, and I was the one that was like, remember where the original like, oh, duh, I’m going to go to car.
00:43:51:16 – 00:43:52:14
John
Not a knockoff.
00:43:52:16 – 00:43:56:15
Ralph
Same exact effect. You really need one, by the way, a Brazilian butt lift, I do.
00:43:56:17 – 00:43:59:18
John
I’m on TRT and, G.O.P. one and I have no butt left.
00:43:59:18 – 00:44:16:12
Ralph
So, Oh, well, let’s get to questions. I think people are getting some value out of this. Yeah, that’s my guess. We’ll probably take a video out of this. I think, I haven’t got a rebroadcast this on perpetual traffic. It’s just way too good. It’s fun, I love this. I feel like I’m sort of cheating a little bit.
00:44:16:12 – 00:44:19:05
Ralph
Un-pc like when we rebroadcast something, but
00:44:19:13 – 00:44:29:10
Ralph
All right, hopefully you enjoyed this week’s episode. We’ll continue to rebroadcast the ad labs that we do, especially if they’re highly relevant to things that we’re finding and testing inside the ad lab.
00:44:29:12 – 00:44:52:11
Ralph
For this particular client, this is just an aggregation of all the learnings that we’ve put together in the last year and a half, testing over $30 million. Actually, I think it’s over $40 million on the Meta Andromeda update using creative diversification. And of course, if you need our help doing this, you don’t want to do it yourself. You can check us out over at your 11.com/apply.
00:44:52:11 – 00:45:05:13
Ralph
So, hope you enjoyed this week’s episode. Like I said, we do these every Friday, 230 eastern. Myself and John. And where that’s where you get the most cutting edge stuff. We rebroadcast only the best ones here overall professional traffic. So,
00:45:05:13 – 00:45:22:08
Ralph
all the links for today’s show are over in the show notes at perpetual traffic.com. And of course, wherever you listen to podcasts, we appreciate a rating and a review helps us get it out to a wider audience where we can teach people how to do this stuff the right way through metrics that matter and growth that scales.
00:45:22:10 – 00:45:28:07
Ralph
So on behalf of my amazing co-host, Lauren E Petrillo, till next show, see you.
