763 | Audacious Marketing: Mark Schaefer’s Playbook for Breaking the AI Mold

It’s a packed episode of Paid Ad News from the EDGE, and Greg Finn of Cypress North is back to break down the latest developments across Google Ads, Performance Max, and AI-driven campaign shifts. Erin Sparks and Greg discuss everything from keywordless “AI Max” targeting to new reporting transparency in Performance Max, the future of video ads in search results, and the subtle changes coming to Local Service Ads. Plus, what does it mean when Google lets your manager’s policy violations pause your ad account? You’ll want to hear this. It’s all about smarter ad strategy, safer account management, and where AI is leading the paid space next. News from the EDGE: [00:03:30] A delay on the TikTok ban again? [00:07:05] Zero-click searches rise, organic clicks dip: Report [00:10:55] EDGE of the Web Sponsor: Site Strategics [00:12:10] LLMS.txt - it’s a treasure map! Paid Ad News with Greg Finn: [00:15:16] Google Expands Video Ads Across Search, Shopping, and Image Tabs [00:17:56] Testing AI Max in Google Ads: When to try it and when to wait [00:22:25] Google begins rolling out Performance Max channel performance reporting [00:24:31] Google Ads Asset-Level PMax Reporting Rolling Out To Some [00:26:48] EDGE of the Web Sponsor: WAIKAY [00:28:08] Google Ads adds new “Conv. value (incl. predicted)” metric [00:31:10] Google Local Service Ads Tests Background Checked Labels [00:34:28] Google Ads may pause your account for manager violations Thanks to our sponsors! Site Strategics https://edgeofthewebradio.com/site Inlinks WAIKAY https://edgeofthewebradio.com/waikay Follow Us: X: @ErinSparks X: @gregfinn X: @MarketingOClock X: @TheMann00 X: @EDGEWebRadio

Human vs. Machine Mayhem Marketing maven Mark Schaefer returns to EDGE of the Web, diving headfirst into the audacious art of brand disruption in a world brimming with AI-generated noise.  We unpack Schaefer’s latest book, "Audacious: How Humans Win in an AI Marketing World" offering wild tales of brands that drop the cookie-cutter for shock, spectacle, and seriously weird TikToks (lookin’ at you, Nutter Butter). From QR codes in the sky luring diners out of restaurants, to the marketing taboo-breakers of Liquid Death and ELF Cosmetics, we explore how marketers can stir emotion, break convention—without getting canceled—and measure the impact when you throw the box away altogether. Pro tip? If your marketing feels safe, it’s probably boring, and AI will eat your lunch. Mark serves up a snappy checklist for dodging legal snooze-fests and making campaigns people actually remember—because sometimes a little weird goes a long way. Key Segments: [00:02:22] The Book! [00:07:41] Reimagining Storytelling with AI [00:08:48] Unconventional Brand-Audience Connection Spaces [00:14:36] EDGE of the Web Title Sponsor: Site Strategics [00:15:55]  What Taboos are Worth Breaking [00:25:29] EDGE of The Web Sponsor: Inlinks (WAIKAY) [00:30:38] Unprecedented Innovation Evaluation [00:31:52] Embracing Unconventional Marketing Opportunities Thanks to Our Sponsors! Site Strategics: http://edgeofthewebradio.com/site Inlinks/WAIKAY: https://edgeofthewebradio.com/waikay  Follow Our Guest Twitter: https://x.com/markwschaefer  LinkedIn: https://www.linkedin.com/in/markwschaefer/  Resources: https://businessesgrow.com/ https://businessesgrow.com/audacious/

WordPress hits play after a messy pause, but is it too little, too late for the CMS giant? Meanwhile, Google’s AI experiments are changing the rules for email marketing, local search, and desktop Discover, leaving marketers everywhere scrambling for a playbook that doesn’t exist. Erin and SEO pro Cindy Krum break down WordPress’s mudslinging match with WP Engine and the quiet return to development, all while raising eyebrows over community trust. We check on Google’s ever-evolving SERPs—AI Overviews, the deployment of Discover on desktop, and the not-so-sneaky ways impressions and clicks are decoupling faster than you can say “zero-click search.” Added to the mix: AI’s impact on your inbox and why we might all end up living the “Dead Internet Theory.” Is SEO on life support or just evolving (again)? We debate the rosy new journey-centric approach while side-eyeing Google’s “trust us, bro” attitude toward data transparency. Buckle up for a rapid-fire tour through the SEO wilderness—tracking AI hallucinations, local search creepiness, and why “hyper-personalization” might not sell more cannolis after all. News from the EDGE: [00:03:22] WordPress Unpauses Development - but is it out of time? [00:08:05] Google Discover on Desktop [00:12:53] AI is Making a Major Impact on Email Marketing [00:16:57]  Title Sponsor: Site Strategics SEO News from the EDGE: [00:20:01] The Great Decoupling Of Google Search [00:26:06] AI Overviews Research: How Google’s AI Answers Vary Across Five States [00:32:07] AI and Local Search: The New Rules of Visibility [00:37:49] Sponsor: WAIKAY from InLinks [00:40:33] Google Search Console to Show AI Mode Performance [00:46:01] Is SEO Still Relevant In the AI Era? Thanks to our sponsors! Site Strategics https://edgeofthewebradio.com/site Inlinks https://edgeofthewebradio.com/waikay Follow Us: X: @ErinSparks X: @Suzzicks X: @TheMann00 X: @EDGEWebRadio

Mark Schaefer returns to EDGE of the Web to share his vision of marketing's future in an AI-saturated landscape. With a blend of insight and candor, Mark tackles the evolution of social media, the risks and rewards of AI, and how brands can stand out by tapping into authentic human emotion. Hear why traditional marketing is falling flat and discover what “everyday awe” means for building deep brand loyalty. Plus, Mark unveils the tech twist behind the cover of his new book, Audacious: How Humans Win in an AI Marketing World. This is not just another marketing chat; it’s a call to disrupt before you're disrupted. Key Segments: [00:04:12] Marc Schaefer: Marketing Visionary [00:07:55] Shift to Private Online Spaces [00:12:45] EDGE of the Web Title Sponsor: Site Strategics [00:15:35] Innovative Tech Saves Podcast Episode [00:17:28] AI Mimicking Voices of Deceased Relatives [00:21:49] Brand Marketing's Emotional Impact [00:23:25] Everyday Awe and Collective Effervescence [00:29:41] EDGE of The Web Sponsor: Inlinks (WAIKAY) [00:32:21] "Audacious" Book Concept Exploration Thanks to Our Sponsors! Site Strategics: http://edgeofthewebradio.com/site Inlinks/WAIKAY: https://edgeofthewebradio.com/waikay  Follow Our Guest Twitter: https://x.com/markwschaefer  LinkedIn: https://www.linkedin.com/in/markwschaefer/  Resources: https://businessesgrow.com/ https://businessesgrow.com/audacious/ 

CTR Secrets and Social Shakeups It’s another jam-packed ride on EDGE of the Web as Erin is joined by Duncan Alney of Firebelly to discuss News in Social this week. With Google hyping up AI Overviews but dodging every meaningful CTR question, it seems the only thing spinning faster than SERP layouts are the PR answers. Get the inside scoop on how ChatGPT gobbles up over 80% of AI search traffic (Google, take notes), why Meta’s launching a CapCut rival to remix your socials, and how Reddit is scrambling to keep the bots at bay after AI sock puppets could sway opinions 3-6x better than humans. Meanwhile, Pinterest is charging ahead with AI content labeling so you can actually see—surprise!—real images again. Plus, political maneuvering has TikTok advertisers doing the Hokey Pokey while Meta rolls out shiny new ad options across Threads and more. Our hot take? If you thought getting a blue check was easy, wait until you see Blue Sky put the power of verification in the hands of users and newsrooms—finally, checkmarks that mean something! So, whether you’re lamenting lost organic traffic, trying to dodge AI slop, or just want to keep your brand out of the spammy dog pile, grab your headphones and catch Erin, Duncan, and Jacob as they break it all down with wit, wisdom, and maybe one too many tinfoil hats. See you at the EDGE—don’t be a piece of cyber driftwood! News from the EDGE: [00:03:03] Google hypes AI Overviews, refuses to answer CTR question [00:09:19] ChatGPT Leads AI Search Race While Google & Others Slip [00:15:28] U.S. Copyright Office Cites Legal Risk At Every Stage Of Generative AI  Social News from the EDGE: [00:20:11] Meta releases its CapCut rival Edits globally [00:22:45] Meta rolls out ads globally on Threads feed [00:26:15] Meta adds dynamic overlays to Advantage+ Catalog ads [00:29:12] A New Form of Verification on Bluesky [00:31:31] Cracking Down on Spammy Content on Facebook [00:36:44] Trump Says He May Extend TikTok Sell-off Deadline Once Again [00:40:26] Pinterest launches new tools to fight AI slop [00:42:44] Reddit Looks To Add Human Checks To Weed Out AI Profiles   Thanks to our sponsors! Site Strategics https://edgeofthewebradio.com/site WAIKAY https://edgeofthewebradio.com/waikay   Thanks to our Social News Expert: Duncan Alney X: @firebelly LinkedIn: Duncan Alney Firebelly Follow Us: X: @ErinSparks X: @TheMann00 X: @EDGEWebRadio

Curious where your website visitors are really clicking—or rage-clicking? On this week’s EDGE of the Web, SEO expert Celeste Gonzalez returns to break down how heatmaps and session recordings are transforming the way we analyze user behavior, optimize pages, and (hopefully) keep our clients engaged. We dig into practical tips for choosing the right pages to monitor, interpreting the sometimes confusing world of “dead clicks” versus “rage clicks,” and why your mobile hero image might be killing conversions. A/B testing? Internal linking tests for those blog post traffic hogs?  On a side note: if you haven’t looked at Microsoft Clarity (a freebie, folks), you’re missing out. Celeste spills why it’s her go-to and what to watch for as AI-powered tools like Copilot throw their hot takes into the mix. And we concur! Always be optimizing! Whether you’re an SEO wrangling for bigger budgets or a marketer tired of guessing, Celeste’s advice on collaboration, continuous testing, and the necessity of structured analysis is worth its weight in user insights.  [00:06:03] Prioritizing Heatmap Analysis for SEOs [00:07:27] Analyzing Target Pages versus Real Traffic Hits [00:08:55]  Interpreting Areas of Frustration [00:10:48] Patterns that Require Immediate Attention [00:12:05] EDGE of the Web Title Sponsor: Site Strategics [00:13:17] The Role of A/B Testing [00:15:33] Heat Maps and the Mobile Experience [00:20:07]  SEOs: Always Be Optimizing the User Experience [00:23:02] What Should Guid the Decision on Heat Map Tools [00:26:56] Microsoft’s Copilot with Clarity Thanks to Our Sponsors! Site Strategics: https://edgeofthewebradio.com/site Follow Our Guest Twitter: https://x.com/CelestexLili  LinkedIn: https://www.linkedin.com/in/celestelili/  YouTube Channel: https://youtube.com/@celestexlili?si=YCO1lfGw3KX2T4gJ  BlueSky: https://bsky.app/profile/celestelili.bsky.social  Resources https://clarity.microsoft.com/blog/how-to-make-the-most-of-your-heatmaps-data/ https://serpology.substack.com/p/leveraging-heatmaps-for-seo-testing

This week, Erin Sparks and Jacob Mann are joined by Danny Goodwin, editorial director at Search Engine Land, for a special “News from the News” edition. They dive into the sharp rise of Google Ad costs and the troubling effects of CPC inflation, Instagram’s experimental new collaborative Storylines feature, and an in-depth study comparing AI search engines like ChatGPT, Perplexity, Bing, and Google. The conversation shifts to major legal blows hitting Google’s ad tech monopoly, new research revealing how AI overviews are significantly cutting into click-through rates, and the future of search as generative AI reshapes the landscape. Plus, Danny shares exciting updates about SMX Advanced returning live this June in Boston, marking the first in-person event in five years. News from the EDGE: [00:04:29] CPC inflation: How fast are Google Ads costs rising? [00:09:45] Instagram Experiments With Collaborative Stories Feature [00:12:47] ChatGPT vs Perplexity vs Google vs Bing: Which AI search engine generates the best answers? [00:19:30] EDGE of the Web Sponsor: Site Strategics Focus on the News: [00:20:32] Court: Google’s illegal ad tech monopoly harmed the open web [00:22:42] Google hit with $6.6 billion lawsuit over search dominance [00:24:20] DOJ unveils plan to end Google’s illegal search monopoly [00:28:58] EDGE of the Web Sponsor: WAIKAY from InLinks [00:30:10] Google Search boss: AI Overviews boost click quality [00:33:59] New data: Google AI Overviews are hurting click-through rates [00:38:05] How generative information retrieval is reshaping search Thanks to our sponsors! Site Strategics https://edgeofthewebradio.com/site Inlinks https://edgeofthewebradio.com/inlinks Follow Us: X: @ErinSparks X: @MordyOberstein X: @TheMann00 X: @EDGEWebRadio

Celeste Gonzalez, Director of Rue Labs at Rickety Roo, joins EDGE to explore how heat maps and user behavior tracking are transforming SEO strategy. She walks through Microsoft Clarity’s suite of tools—including tap, scroll, attention, and area heat maps—and explains how they reveal real user interactions beyond what traditional metrics can offer. From understanding time-on-page to visualizing content engagement, Celeste shows how these tools help SEOs optimize design, layout, and messaging. She highlights the growing need to “earn the scroll,” not just the click, especially as attention spans shrink and SERPs shift. Celeste also addresses common missteps, like overreacting to limited data or drawing conclusions in isolation. She encourages combining heat map data with tools like GA4 and leaning into collaboration with UX and marketing teams. With empathy and clear visual insights, SEOs can better advocate for redesigns, justify strategic shifts, and ensure content supports the entire user journey. This episode offers a practical, data-driven case for elevating UX within modern SEO workflows. Key Segments: [00:07:56] Understanding Heat Maps [00:13:01] EDGE of the Web Title Sponsor: Site Strategics [00:14:38] SEO Testing and Heatmap Insights [00:16:23] User Interaction Analysis Tools [00:22:36] Copilot Streamlines Data Analysis [00:25:43] Balancing User Data & Client Concerns [00:29:01] SEO ROI Amid Changing SERPs Thanks to Our Sponsors! Site Strategics: http://edgeofthewebradio.com/site Follow Our Guest Twitter: https://x.com/CelestexLili  LinkedIn: https://www.linkedin.com/in/celestelili/  YouTube Channel: https://youtube.com/@celestexlili?si=YCO1lfGw3KX2T4gJ  BlueSky: https://bsky.app/profile/celestelili.bsky.social  Resources https://clarity.microsoft.com/blog/how-to-make-the-most-of-your-heatmaps-data/ https://serpology.substack.com/p/leveraging-heatmaps-for-seo-testing

Advertisers are bailing on TikTok as another U.S. ban looms, shifting dollars to Meta while creators scatter to backup platforms. Meanwhile, Google credits Gemini for nuking 240 million spammy reviews and business edits, but don’t expect them to help you get your real reviews back.   Big legal moves are underway: The NYT lawsuit against OpenAI and Microsoft will proceed, and Chegg is suing Google for killing traffic via AI Overviews. Sara Taher joins the show to unpack the long-term consequences of AI scraping and shrinking search real estate.   We also dive into new AI traffic data showing LLMs are sending visits, barely, and why Google suddenly loves YouTube again. If you’re not aligning schema, content, and branding now, you’ll be shouting into the algorithm void.   News from the EDGE: [00:02:26] Advertisers pull back from TikTok, boost Meta amid ban uncertainty [00:08:49] Google credits Gemini for better detection of fake business reviews and maps spam [00:14:11] EDGE of the Web Sponsor: Site Strategics AI / SEO News with Sara Taher: [00:15:48] NYT case against OpenAI and Microsoft can advance [00:18:20] Chegg sues Google for hurting traffic with AI as it considers strategic alternatives [00:21:46] AIO prevalence has now surpassed 20%. [00:25:53] EDGE of the Web Sponsor: WAIKAY from InLinks [00:29:19] 63% of Websites Receive AI Traffic [00:34:18] YouTube citations in Google AI Overviews surge 25%   Thanks to our sponsors! Site Strategics https://edgeofthewebradio.com/site     Inlinks https://edgeofthewebradio.com/inlinks   Follow Us: X: @ErinSparks X: @SaraTaherSEO X: @TheMann00 X: @EDGEWebRadio   #StandwithUkraine edgeofthewebradio.com/ukraine

SEO veterans Mike Blumenthal, Greg Sterling, and David Mim continue exploring the pressing questions surrounding Google's role as a utility and its evolving platforms. Focusing on the European search experience, the discussion also revolves around AI's role in modifying search results, and local service ads' impact on user behavior. The talk also touches on how changes in Google's algorithm and business model are propelling a significant decline in traditional website traffic. The guests from Near Media provide expert insights on how businesses can adapt by enhancing the visibility of their services via structured content that appeals directly to these AI-driven formats.  Greg, Mike, and David share their perspectives on AI's potential to redefine consumer interactions with search platforms and marketing methods, while also highlighting the importance of direct customer relationships and authentic experiences.  Key Segments: [00:06:51] EU Tech Regulation and Google's Search Impact [00:10:30] Local SEO and Zero-Click Evolution [00:13:07] EDGE of the Web Title Sponsor: Site Strategics [00:14:00] Impact of Google Local Service Ads [00:17:00] Hotel Ads: Monetization Strategy Insights [00:20:40] Google Tests Enhanced AI Search Feature [00:25:31] Enhancing Local Conversion Strategies [00:29:07] Understanding User Intent in AI [00:32:22] AI's Concierge Era: Worth the Shift? [00:35:57] Tailoring Business Model to Audience Thanks to Our Sponsors! Site Strategics: https://edgeofthewebradio.com/site Follow Our Guests: Mike Blumenthal:  X: @mblumenthal LinkedIn: https://www.linkedin.com/in/mblumenthal/ BlueSky: @mikeblumenthal.bsky.social Greg Sterling LinkedIn: https://www.linkedin.com/in/gregsterling/  David Mihm  LinkedIn: https://linkedin.com/in/davidmihm  Resources https://www.nearmedia.co/dma/google-preliminary-non-compliance-6-5/  https://www.nearmedia.co/dma/google-dma-compliance-2025-03/  https://www.nearmedia.co/dma/eu-home-services-search-behavior/  https://www.nearmedia.co/googles-2nd-local-pack-in-the-eu/ https://www.nearmedia.co/eu-home-services-search-behavior/