In this episode of The Digital Marketing Podcast, hosts Daniel Rowles and Ciaran Rogers return with a fresh round of insights and hands-on tools to help digital marketers adapt, experiment, and thrive in the evolving AI-driven marketing landscape.
From Google's AI Max campaigns to the explosion of generative engine optimisation, Daniel and Ciaran unpack the shifts happening across search, paid media, and SEO. This isn’t just another roundup of shiny tools, this episode explores how to think strategically about the role of AI in search, the real impact on your organic performance, and the mindset required to stay ahead of the curve.
What’s Inside This Episode:
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AI Max Campaigns in Google Ads
Discover how Google’s new AI-powered campaign structure is changing the game. It’s not just another bidding strategy, it’s an integrated layer that leverages keywordless signals, context, and user behaviour across Google properties to personalise campaigns. Learn why separating these into siloed budgets might actually hinder performance and what you need to consider before rolling out. -
The Vanishing Organic Click
While impressions are up, clicks are down. Daniel shares Target Internet’s own data showing a drop in organic click-through rates and explains why Google’s AI-generated answers, Reddit posts, and video content are pushing traditional organic listings further down the page. -
LLM Refs and the New SEO Frontier
With AI overviews, ChatGPT, and other LLMs becoming key discovery engines, how do you make sure your brand shows up? The hosts explore LLMRefs, a tool that shows how different brands are ranking across major AI models, and reveal just how fragmented and competitive this new landscape is. -
Structured Data, Schema & the Knowledge Graph
Daniel and Ciaran highlight the importance of schema markup and entity relationships in Google’s Knowledge Graph, using tools like the Knowledge Graph Explorer to demonstrate how Google perceives your brand and its connections. If you're not surfacing in the right contexts, it could just be due to a missing link, literally. -
Search Engine Optimization ≠ Generative Engine Optimization
The hosts challenge the idea that SEO principles remain unchanged in the world of AI. With so many variables, location, devices, user intent, history, and model-specific behavior, your approach needs to be more agile and nuanced than ever.
Key Takeaways:
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Performance Max and AI Max are now core to Google Ads - understanding signals and context is essential
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Organic traffic is declining, but impressions may still rise - CTR is the new battleground
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You can’t game the system anymore with a few smart keywords; LLMs require strong content, schema, and reputation
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The tools are out there - you just need to experiment, validate, and iterate
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Don’t fall into the trap of “a little knowledge” - simplifying complex changes leads to bad decisions
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AI models aren't clairvoyant - you need to structure and declare your content clearly
Example of the Vomiting Unicorn font created by Google Gentype.
Useful Links:
AI Max: https://blog.google/products/ads-commerce/google-ai-max-for-search-campaigns/
Gentype: https://labs.google/gentype
LLMRefs: https://llmrefs.com/
Google AI Advice: https://developers.google.com/search/blog/2025/05/succeeding-in-ai-search
Knowledge Graph Explorer: https://kalicube.pro/tools/knowledge-graph-explorer
NotebookLM: https://notebooklm.google/
AdZooma: https://adzooma.com/ Use code dmp20 for 20% any plan!
Nutshell: https://try.nutshell.com/waiimp1jsisy Use code nspub-targetinternet for 15% off your first years subscription (this one gets you a discount and gets us a commission!)