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Before You Add Another Marketing Channel...

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How to Get Your Strategy off the Ground

Is the ad you're about to pause the one feeding every sale in your account? And is that shiny new channel really the fix for a rough month, or just an expensive distraction? Most marketers get both calls wrong, especially when the product costs thousands.

Growth strategist Ricardo Pouwels joins me again to discuss this further. We open Meta Ads Manager to show how he reads frequency, hook rate, hold rate, and cost per engagement on a campaign that spent $145,000 in 30 days. The coldest video has a lower ROAS than the other ads, but pausing it would cut off the traffic that feeds the converting ads.

I also talk about a flashlight campaign that "won" every engagement metric and sold nothing. Ricardo explains how an ad-level spend minimum stops Meta from dumping 90% of budget into one video. Plus, we cover the bad and good reasons for expansion, and why testing new avatars and messaging comes before adding any new channel.

In this episode:

- Hook rate, hold rate, and outbound CTR benchmarks by ad type

- Where last-click attribution breaks down on high-ticket offers

- What cost per engagement tells you about creative, and where it misleads

- Why creative diversification beats raw ad volume in the Andromeda era

- When to test new channels and how to pick the next right platform

- Testing new avatars and messaging before adding platforms

- Diversifying away from Google or Meta without hurting performance

Mentioned in the Episode:

Partner with Tier 11’s marketing experts: http://tiereleven.com/apply

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Previous Episodes with Ricardo Pouwels:

https://perpetualtraffic.com/podcast/episode-808-why-your-winning-ad-is-probably-the-one-youre-about-to-kill/

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We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ricardo Pouwels:

Website: https://nl.linkedin.com/in/ricardo-pouwels

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns

Instagram - https://www.instagram.com/ralphhburns/

Hire Tier11 - https://www.tiereleven.com/apply-now

Mentioned in this episode:

https://perpetualtraffic.com/advertise-with-us/