Google has just announced a solution to one of marketing's most fragmented challenges: managing YouTube influencer partnerships efficiently.

The Creator Partnership Hub integrates directly into Google Ads, eliminating the juggling act between multiple platforms, manual video uploads, and disconnected analytics dashboards. For marketing teams already managing complex campaign structures, this represents a fundamental shift from chaos to a streamlined workflow.

But the real opportunity lies deeper than operational efficiency. This integration provides unprecedented access to creator audience data and organic performance metrics — insights that were previously impossible to capture at scale.

In this week's episode of The Dojo, Exposure Ninja's Charlie Marchant (CEO), Dale Davies (Head of Marketing), and Rebecca Pilkington (Head of Marketing) dive into what the Creator Partnership Hub is and how you should use it within your Google Ads campaign.

In this episode, we discuss:

• How the Creator Partnership Hub transforms the traditional influencer workflow from a fragmented, multi-platform nightmare into a seamless, integrated process
• Why this represents more than just a new advertising feature — it's Google's strategic move to dominate video-driven search behaviour across generational demographics
• The hidden analytics advantage that gives you access to creator audience data previously impossible to obtain (and how to leverage this for custom audience building)
• Practical implementation strategies for both B2C and B2B businesses, including surprising applications for service-based companies and high-ticket B2B sales
• Budget integration options that let you enhance existing campaigns without requiring separate influencer marketing allocations

As Rebecca explains in the episode:

"The main advantage of the partnership hub is being able to tap into that creator's audience and capture additional audiences to market to outside your normal reach. The data that you're going to get from promoting these videos is invaluable, and the audiences that you're going to reach are going to be invaluable."

If you're ready to implement these strategies whilst the platform remains in beta and competition for creator attention is still manageable, this episode provides your complete blueprint for establishing first-mover advantages in the creator partnership revolution.

Get the show notes:

https://exposureninja.com/podcast/dojo-55/

Listen to these podcasts next:

AI Search to Overtake Traditional Search by 2028

https://exposureninja.com/podcast/dojo-54/

Everything Marketers Need to Know About AI Max for Search

https://exposureninja.com/podcast/dojo-53/

Have Google’s AI Overview Ranking Factors Been Revealed?

https://exposureninja.com/podcast/dojo-52/

AI Search is projected to overtake traditional search by 2028, creating unprecedented opportunities for forward-thinking marketers.

New research from Semrush reveals that AI Search visitors are 4.4x more valuable than traditional search users, and 50% of ChatGPT's citations point directly to business and service websites.

Mastering AI Search Optimisation isn't just smart — it's becoming essential for competitive survival.

In this episode, we reveal:

• The shocking timeline for AI Search dominance (and why it could happen even faster if Google makes AI mode the default)

• Why AI Search visitors convert at dramatically higher rates — and what this means for your revenue projections through 2027

• The surprising truth about the regular rankings in traditional search

• Which platforms AI search engines trust most (spoiler: Quora dominates, but business websites make up 50% of all citations)

• Your three-step action plan for AI search success — from auditing visibility to expanding your distributed presence

As Charlie explains in the episode:

"AI Search traffic has the potential to overtake traditional organic search traffic within the next two to four years. If you don't start optimising for LLMs now, your competitors will"

If you're ready to position your business for this AI-dominated future while your competitors remain focused solely on traditional SEO, this episode provides your complete strategic roadmap.

Get the show notes:

https://exposureninja.com/podcast/dojo-54/

Listen to these episodes next:

How To Rank in Google’s AI Mode (with Examples)

https://exposureninja.com/podcast/357/

Everything Marketers Need to Know About AI Max for Search

https://exposureninja.com/podcast/dojo-53/

Have Google’s AI Overview Ranking Factors Been Revealed?

https://exposureninja.com/podcast/dojo-52/

It's not just Google's game anymore. ChatGPT, Perplexity, and Claude are becoming the first or only destination for consumers today.

This consumer behavioral shift requires a marketing strategy switch, with SEO alone not being enough anymore.

Your marketing strategy must include AI Search Optimisation.

But what is it? And how does it differ to traditional Search Engine Optimisation?

In this episode, I reveal:

• The hidden mechanics behind how AI tools select which brands to recommend (including how they parse queries and build their unique search indexes)

• The three-pillar framework that's driving 100-300% increases in AI mentions within three months — including why traditional SEO remains crucial as your foundation

• Why AI tools "overwhelmingly reference list articles from high-authority websites" and how to leverage this preference across your own content, third-party publications, and user-generated platforms

• The exact content formats that AI tools favour (and why generic, AI-generated content gets ignored)

• How to systematically build brand authority through strategic mentions and sentiment management across the digital ecosystem

I'll share real-world success stories, including how we helped Zugu Case achieve "total domination" in ChatGPT results by securing strategic placements on high-authority sites and fostering positive sentiment across multiple content types.

As I explain in the podcast:

"This is a massive land grab opportunity. The same number of products and services are going to be bought in the new world as they were in the old world. So the question really is, when somebody's searching, when they're doing their research using ChatGPT, using Claude, using Perplexity, are they being recommended your business products and services, or are they being recommended your competitors?"

If you're ready to implement these strategies while your competitors remain fixated solely on traditional SEO, this episode provides your complete action plan for dominating this powerful new search landscape.

Get the show notes:

https://exposureninja.com/podcast/358/

Listen to these episodes next:

How To Rank in Google’s AI Mode

https://exposureninja.com/podcast/357/

How To Rank in ChatGPT (with Client Examples)

https://exposureninja.com/podcast/348/

How ChatGPT Shopping Works (and How to Feature in It)

https://exposureninja.com/podcast/354/

Google's AI Max for Search is transforming PPC advertising, and early adopters like L'Oréal are already doubling conversions while cutting costs by 31%.

This isn't just another Google feature. It's a strategic enhancement that amplifies human expertise rather than replacing it. For businesses with substantial PPC budgets, mastering AI Max is becoming essential for competitive positioning.

In this episode, we reveal:

• The strategic framework behind AI Max — why it enhances existing campaigns through broad match, AI generation, and dynamic search capabilities

• Implementation strategies by business size — from aggressive enterprise testing to conservative small business approaches

• Why cross-channel integration matters — including SEO foundations, third-party validation, and landing page optimisation

• Testing methodology that delivers results — budget allocation, timeline expectations, and success metrics

We share real client insights on how strategic content distribution creates the brand signals AI Max needs to generate high-performing recommendations.

As our Head of PPC, Rebecca Pilkington, explains:

"You need to feed the machine. Because it's machine learning, and the more you give it, the better results you get. But you can't just sit back and let the ads run. You need a human element — that's the strategic oversight role moving forward."

Ready to implement AI Max while competitors remain stuck in manual keyword management? This episode provides your complete action plan for the AI-driven search era.

Get the show notes:

https://exposureninja.com/podcast/dojo-53/

Listen to these episodes next:

Have Google’s AI Overview Ranking Factors Been Revealed?

https://exposureninja.com/podcast/dojo-52/

How Google Changed the Future of SEO at Google I/O 2025

https://exposureninja.com/podcast/dojo-51/

Are AI Overviews Going to Impact Your Commercial Traffic?

https://exposureninja.com/podcast/dojo-48/

Google's AI mode represents the biggest shift in search for 20 years, and traditional SEO tactics simply aren't enough anymore.

In this episode, I break down exclusive internal training from our team, revealing exactly how to get visibility in AI-powered search.

Key insights covered:

• Why branded web mentions are the strongest correlation factor for AI search visibility (backed by a new Ahrefs data)
• How AI tools form brand associations through "embeddings" and learned patterns
• The fundamental difference between algorithmic ranking and AI recommendations
• Real examples: from KitKat's embedded associations to The Ordinary's skincare dominance
• Why generic, top-funnel content is becoming worthless in the AI era

Whether you're seeing declining search visibility or planning for the future, this episode provides a practical roadmap for adapting your marketing strategy to the age of AI search.

Get the show notes:

https://exposureninja.com/podcast/357/

Listen to these episodes next:

How To Rank in ChatGPT

https://exposureninja.com/podcast/348/

How To Rank in Perplexity

https://exposureninja.com/podcast/349/

How SEO Works in 2025

https://exposureninja.com/podcast/346/

The search landscape is evolving rapidly, and Google's AI Overviews are redefining how brands achieve organic visibility, creating unprecedented challenges and opportunities for marketing leaders who understand the new rules.

While AI Overviews now appear in 17% of UK mobile searches (up from 14% in March), the most significant revelation comes from Ahrefs' analysis of 75,000 brands, which reveals exactly which factors correlate with AI Overview inclusion.

The findings challenge decades of SEO conventional wisdom: branded web mentions may now potentially outweigh traditional backlinks by a factor of three.

In this episode, we discuss:

• The complete correlation hierarchy from Ahrefs' 75,000-brand study — including why branded web mentions score 0.664 correlation while backlink quantity manages only 0.218

• Why traditional link-building strategies are becoming obsolete — and what Google's AI systems prioritise instead when evaluating brand authority

• The mathematical reality behind brand-first optimisation — including how an unlinked Forbes mention may carry more AI ranking weight than dozens of traditional backlinks

• How to measure your current AI visibility using tools like Semrush's AI Toolkit (which you can try via our affiliate link: https://exposure.ninja/ai-toolkit) to benchmark against competitors and identify improvement opportunities

• The integration imperative — why successful AI optimisation requires breaking down silos between SEO, PR, content marketing, and social media teams

As we explain in the episode:

"The days of backlinks being more important than unlinked general brand mentions are starting to move behind us"

Get the show notes:

https://exposureninja.com/podcast/dojo-52/

Listen to these episodes next:

How Google Changed the Future of SEO at Google I/O 2025

https://exposureninja.com/podcast/dojo-51/

Are AI Overviews Going to Impact Your Commercial Traffic?

https://exposureninja.com/podcast/dojo-48/

Copy This 11,000+ Lead Full Funnel Marketing Strategy

https://exposureninja.com/podcast/355/

The B2C marketing landscape has fundamentally transformed, with AI agents now shopping on behalf of consumers and customer acquisition costs reaching breaking point — creating both unprecedented challenges and extraordinary opportunities for brands that understand how to navigate this new terrain.

While traditional marketing playbooks become obsolete faster than ever, the most successful D2C and e-commerce brands are implementing sophisticated strategies that work for today's human shoppers whilst positioning themselves for an AI-driven future.

In this comprehensive guide, I reveal the five core strategies that leading B2C brands use to reduce customer acquisition costs whilst dramatically increasing customer lifetime value.

In this video, I reveal:

• Quiz-driven customer acquisition strategies that transform browsers into buyers — including how Lick Paint captures customers with £2 sample commitments and why Hims' diagnostic approach feels personalised despite recommending similar products to everyone
• The AI-powered product discovery revolution and why your visibility depends on third-party content sites rather than your own website — including real examples of how ChatGPT and Perplexity source product recommendations from publications like Forbes and New York Magazine
• Email marketing automation sequences that generate complete ROI within weeks — including basket abandonment, browse abandonment, and post-purchase education campaigns that can run profitably for years without modification
• Advanced search advertising tactics, including Ichigo Inc's brilliant dual-brand strategy that allows them to dominate 2/3 of the advertising real estate for Japanese snack subscriptions

I'll share real-world case studies, including how Away Travel optimises product pages for both human users and AI consumption, and why Crumbl Cookies' design-first approach drives over 7 million monthly organic search visitors.

Get the show notes:

https://exposureninja.com/podcast/356/

Listen to these episodes next:

Copy This 11,000+ Lead Full Funnel Marketing Strategy

https://exposureninja.com/podcast/355/

Rocket Mortgage: A $5 Billion Marketing Success (and SEO Flaw)

https://exposureninja.com/podcast/353/

How To Rank in ChatGPT (with Client Examples)

https://exposureninja.com/podcast/348/

Google I/O 2025 just changed the search landscape forever — and marketing leaders who adapt quickly will capture customers while their competitors remain fixated on yesterday's SEO tactics.

While AI Mode is currently optional for US users, the early adoption advantages are already evident: our client Zugu Case became the top-recommended iPad case within 48 hours of launch, demonstrating how prepared businesses can immediately dominate this new search interface.

This isn't another algorithm update — it's search becoming a personalised shopping assistant that knows your customers better than traditional search ever could.

In this episode of The Dojo, Dale Davies (Head of Marketing) and Charlie Marchant (CEO) reveal:

• How AI Mode fundamentally changes customer purchase journeys — compressing weeks of research into single, comprehensive responses that guide users from question to purchase decision

• Why traditional SEO foundations still matter — but how Google's AI applies these signals differently, prioritising authoritative sources and semantic relevance over keyword matching

• The three-tier authority system that determines AI Mode recommendations: your owned content, third-party validation, and user-generated signals across platforms

• Real-world implementation strategies — including how we secured immediate visibility for clients by focusing on structured content and strategic third-party mentions

• Why brand positioning trumps broad appeal — AI Mode favours businesses that clearly serve specific customer segments rather than trying to be everything to everyone

We share important insights from Google I/O, including how the upcoming paid advertising integration will create new opportunities this summer, and why businesses optimising for AI Mode now will establish advantages that become increasingly difficult to overcome.

As Charlie explains in the episode:

"Brand and trust are huge for AI. It really cares about the brand, and in this case, it cares about the relevance of that brand to the person. This means it's really important to understand who your customers really are and write content, create a strategy that really delivers marketing towards that group."

If your marketing strategy still focuses primarily on driving website traffic rather than becoming the authoritative source that AI systems quote, this episode provides your complete roadmap for dominating the future of search.

Get the show notes:

https://exposureninja.com/podcast/dojo-51/

Listen to these episodes next:

Could Google Lose 2 BILLION Daily Searches from Apple?

https://exposureninja.com/podcast/dojo-50/

Everything Marketers Should Know About ChatGPT’s Shopping Update

https://exposureninja.com/podcast/dojo-49/

Are AI Overviews Going to Impact Your Commercial Traffic?

https://exposureninja.com/podcast/dojo-48/

Discover how we generated 11,000+ mortgage leads in just 12 months starting from scratch — with a full-funnel marketing strategy that's applicable across any industry.

While most agencies jump straight to tactics, our systematic approach began with fundamental audience research and strategic positioning, enabling DSLD Mortgage to transform from complete dependence on their parent company to self-sufficient lead generation.

For marketing leaders at established businesses looking to dramatically scale lead generation, this case study reveals:

• Why starting with customer research and positioning is non-negotiable — and how our "Branding and Positioning Accelerator" process identifies your most valuable audience segments and their unique buying journeys

• How we reduced cost-per-lead from £100 to £30 through audience segmentation — creating separate ad campaigns, landing pages and email sequences for different customer types

• The exact website structure that achieved a 3%+ conversion rate and won "Standout B2C Website of the Year" at the UK Digital Excellence Awards

• Our counterintuitive approach to "low-quality leads" that transformed supposedly worthless prospects into a continuous revenue stream

I'll share how we built a comprehensive SEO campaign that now generates £200,000 worth of PPC-equivalent traffic monthly, primarily from non-branded keywords representing completely new customers.

As I explain in the episode:

"Instead of treating their entire audience as one homogeneous group, we created separate campaigns for each audience segment. This allowed us to create ads with messaging tailored to each segment's specific needs, direct traffic to landing pages designed for each audience type, and implement segment-specific email follow-up sequences."

If you're ready to build a lead generation system that delivers predictable results without relying on guesswork or vanity metrics, this episode provides your blueprint for success — whether you're in mortgages, renewable energy, or any other competitive market.

Get the show notes:

https://exposureninja.com/podcast/355/

Listen to these episodes next:

Copy Rocket Mortgage's $5 Billion Marketing Strategy

https://exposureninja.com/podcast/353/

5 Signs It’s Time To Redesign Your Website

https://exposureninja.com/podcast/352/

A Marketing Leader's Guide to SEO in 2025

https://exposureninja.com/podcast/346/

ChatGPT now processes over 1 billion web searches weekly, and increasingly, it's becoming your customers' personal shopping assistant, creating unprecedented opportunities for forward-thinking marketers

While still emerging in fashion and beauty categories, ChatGPT Shopping is fundamentally different from traditional advertising, offering a product-first experience that could revolutionise how your customers discover and purchase.

For businesses targeting decision-makers with spending power, understanding ChatGPT Shopping mechanics isn't just smart — it's becoming essential.

In this episode, I explain:

• The hidden mechanics behind how ChatGPT selects which products to recommend (including why it's product-first, then retailer — unlike Google Shopping ads)

• Why ChatGPT goes beyond product feeds to research across the entire web, including Reddit discussions and authority publications

• Real strategies that got our client, Zugu Case, to the #1 position for several key searches

• The exact steps to optimise your product pages for AI consumption (including schema markup techniques that increase visibility)

• Why ChatGPT currently shows no paid placements and how this creates a golden opportunity before advertising arrives

I also share insights from our sentiment analysis work using tools like Profound, showing how brands like Vanguard can improve their AI recommendations by adjusting their positioning strategy.

As I explain in the podcast:

"ChatGPT is encouraging a bit of a price war. It's not necessarily the case that you have to be the cheapest, but understanding your value proposition and making sure these AI tools can communicate it clearly is crucial."

If you're ready to position your business for this new era while competitors focus solely on traditional channels, this episode provides your complete action plan for succeeding in the AI shopping revolution.

Get the show notes:

https://exposureninja.com/podcast/354/

Listen to these episodes next:

How To Rank in ChatGPT (with Client Examples)

⁠https://exposureninja.com/podcast/348/

How ChatGPT Search Works

https://exposureninja.com/podcast/339/

Are AI Overviews Going to Impact Your Commercial Traffic?

https://exposureninja.com/podcast/dojo-48/