Hey, it’s Kylie, your Content Manager at Adspace. This week, we’re cracking the PMax code, breaking down why interactive content is more important than ever, and diving into the latest on Google’s AI Mode. Oh, and don’t worry, we’ve also got the scoop on Strava—because you know, everyone in the office is secretly training for a marathon. 🏃‍♀️

In today’s email: 

1. The Secret Sauce: Cracking the PMax Code

2. Creative Insights: Why Interactive Content is the Secret to Online Success

3. Industry News: ChatGPT's Market Share is a Blip

4. Brand Highlights: Strava - Workouts, and Winning Kudos 

5. Tech Talk: A Marketer’s New Puzzle…Google AI mode

THE SECRET SAUCE 🍲

Cracking the PMax Code… or Giving It Our Best Shot

Google’s been real busy these past few weeks and they’re keeping advertisers on their toes. And if you’re running Performance Max (PMax) campaigns, you’ve probably noticed things aren’t as transparent as they used to be.

But don’t worry, we’ve got your back. Straight from Search Engine Land, here are four ways to take back control, cut wasted spend, and make PMax work for you (instead of the other way around).

1. Stop Wasting Money on Useless Search Terms

PMax doesn’t rely on keywords, but that doesn’t mean you should let it run wild. Negative keywords are your best friend because they help keep your budget focused on what actually converts. However, Google only shows you some of the search terms your ads appear for, which can make it harder to fully optimize your campaigns. This means you need to be proactive about identifying and excluding irrelevant terms to ensure you're not wasting ad spend.

2. Use Search Term Data to Grow (Not Just Exclude)

Sure, search terms help you weed out the junk, but they can also help you expand your reach.

• Find high-intent keywords and add them to your search campaigns for better control.

• Fine-tune audience signals based on real search behavior.

• Travel brands have scaled their campaigns with insights like “family holidays” and “all-inclusive resorts.” Turns out, knowing exactly what people are searching for actually helps!

3. Don’t Sleep on Your Ad Creatives

Google says ad strength matters, and they’re not wrong. But you need more than just their basic reports. Google will tell you what’s working, but you need to take a deeper dive to understand how your ad performance compares to the competition. By analyzing ad copy, impressions, and messaging, you can tweak and refine your approach to actually stand out, instead of blending into the crowded ad space.

4. Fine-Tune Your Shopping Feed Like a Pro

If Shopping Ads are consuming your PMax budget, it’s essential to have a well-optimized product feed. A clean, accurate feed ensures your products appear in the right searches, reach the right audience, and drive better conversions. Pay attention to product titles, descriptions, and pricing strategies to stay competitive. The more refined your feed, the better Google’s AI can match your ads with high-intent shoppers, maximizing your return on ad spend.

PMax isn’t going anywhere, and Google isn’t about to make it easier for advertisers. So work smarter, optimize where it counts, and take control of your results. 🚀

CREATIVE INSIGHTS 🧑‍🎨

From Boring to Bold: Why Interactive Content is the Secret to Online Success

It’s 2025, static content is boring. In a world where AI-driven search is rewriting the rules, interactive content is the new standard. If your content isn’t engaging users beyond a quick skim, you’re already falling behind.

The Power of Interaction (And Why It Matters)

Google’s AI-generated search results don’t just reward good content, they prioritize engaging content. If you're still putting out dry, static pages, you're missing out. Quizzes, calculators, interactive guides, and other clickable resources aren’t just fun, they’re exactly what AI wants to serve up. And let’s be honest, users would much rather interact with a quiz than scroll through another wall of text.

What’s Working Right Now?

✅ Quizzes & Assessments – People love instant answers. Whether it's “What’s your PPC score?” or “Which marketing strategy fits your brand?”, interactive quizzes boost engagement and give you valuable data on your audience.

✅ Smart Tools & Calculators – Cost estimators, ROI calculators, and dynamic pricing tools aren’t just useful; they keep users on your site longer and increase conversion rates.

✅ Clickable Guides & Resources – Forget those long, never-ending blog posts. Structured, actionable guides with clear steps and internal links perform better in AI-generated search results.

✅ AI-Powered Chatbots – Think beyond customer service. A smart chatbot can deliver content, guide users through funnels, and even personalize recommendations in real time.

Why Should You Care?

Because attention is the internet’s most valuable currency, and interactive content is our best bet for keeping it. More engagement means better rankings, higher conversions, and, let’s be real, it makes your brand look like you actually know what you’re doing.

Take Adspace, for example. We’ve got this 5 Pillars of Ecommerce e-book that pops up on our site. And shocker—it’s actually useful. No, I’m not getting paid to say this. Yes, you should click it and experience the rare joy of a pop-up that doesn’t make you want to throw your laptop.

INDUSTRY NEWS 📰

Google Search Dominates While ChatGPT’s Share is Just a Drop in the Bucket

With all the press ChatGPT's been getting, I figured it was about to dethrone Google, maybe just a little bit. Upon reading Danny Goodwin’s article in Search Engine Land, I was stunned to find out Google Search is still 373 times bigger in search volume. Guess all that marketing noise doesn’t really match the numbers!

Google's Search Dominance

In 2024, Google handled a staggering 5 trillion searches, equating to around 14 billion searches per day, which gives it a massive 93.57% market share. Meanwhile, ChatGPT, despite its popularity and the 1 billion messages it processes daily, accounted for only 37.5 million search-like prompts per day, giving it a tiny 0.25% market share. So, it seems Google isn’t exactly losing its grip on the search game just yet.

Google Search is Still Growing

What’s even more surprising? Google Search grew by 21.64% in 2024, compared to the previous year. Even with all the talk about AI-powered search engines, more people are still turning to Google. Its AI Overviews feature is driving up search volume, and it’s not just holding steady, but growing.

Not All Searches Are Clicks 

For marketers, this is a reality check. Despite all the hype around AI tools like ChatGPT, Google Search still dominates with a massive 93.57% market share.

Sure, 60% of Google searches in 2024 ended without a click, but that doesn’t mean Google is any less important. If anything, it’s a sign that we need to adapt. Marketers need to focus not only on driving traffic, but on showing up in AI-enhanced search results and staying top of mind even when users don’t click through.

While ChatGPT and other AI-powered search tools are on the rise, Google remains the king of search for now. It’s clear that the future of search will be driven by AI, and we’ll need to stay agile to keep up.

BRAND HIGHLIGHTS 💎

Workouts, and Winning Kudos: The Strava Way

I don’t know if you work in an office, but every person who runs on their lunch break is legally required to talk about Strava. This app has become the go-to platform for anyone who owns more moisture-wicking gear than they care to admit. 

What started in 2009 as a fitness tracker by Harvard rowing teammates Mark Gainey and Michael Horvath has evolved into a global community with over 50 million users. With billions of activities logged each year, Strava is no longer just about tracking workouts. It’s a place to connect, share, and compete. Spanning over 195 countries and supporting activities in more than 30 languages, Strava has become a hub for athletes worldwide.

Blending Fitness Tracking and Social Networking

Strava’s genius lies in its ability to combine fitness tracking with social networking. It’s not just about logging miles, but creating a space where athletes can interact and cheer each other on. With features like clubs, challenges, and "kudos" to give props to others’ achievements. In fact, 70% of Strava users report feeling more motivated to work out thanks to these social features. This keeps users engaged, with over 1 billion activities tracked annually, making Strava a central part of their fitness journey.

Features That Keep Users Hooked

Strava isn’t just about tracking your distance and time. It offers fun features like Segments, where you can compete on specific parts of a route, and Heatmaps, which show the most popular training spots around the world. With over 100 million segments created by users and more than 300 million miles tracked through Heatmaps each year, these tools make your workouts more interactive and goal-oriented. They encourage users to discover new routes, challenge themselves, and make their fitness journey a bit more exciting.

Strava’s collaborations with big names in the fitness world enhance its value to users. A notable partnership with Apple Fitness+ allows Strava users to share their Apple Fitness+ workouts seamlessly. Plus, Strava subscribers get a three-month free trial of Apple Fitness+, offering even more ways to stay active and engaged. This kind of integration keeps Strava appealing and helps maintain a high level of user motivation.

A Company Culture That Walks the Talk

Strava’s commitment to fitness goes beyond just its users; it’s part of the company’s culture. The company encourages employees to stay active by organizing group workouts and fitness challenges. This focus on health not only supports well-being but also strengthens team connections, reflecting the community spirit that Strava fosters on the app. In fact, over 90% of Strava employees regularly take part in fitness activities through the company’s wellness programs.

What Marketers Can Learn

Strava’s success is a clear example of how combining technology with genuine human connection can create something extraordinary. By understanding its users’ need for both performance tracking and community, Strava has built a platform that truly resonates with people. 

Marketers can learn a lot from this approach: aligning products with user values and creating a sense of belonging leads to long-term engagement. In today’s digital world, where many interactions can feel distant, Strava stands out by building authentic, community-driven experiences that keep users coming back. Okay, I guess I’ll go for a run now… just to feel like I’m part of the community!

TECH TALK 🤖

Google’s AI Mode: A Marketer’s New Puzzle

It’s been a Google-heavy newsletter this week, but hey, those guys just can’t stop hitting us with updates and changes. Now, Google is diving deeper into AI Mode, which launched in beta this week. 

This new feature is designed to handle complex queries by performing multiple searches at once, delivering detailed, multi-step answers. While ads aren’t live in AI Mode yet, Google has confirmed it plans to integrate them, taking notes from its AI Overviews (those AI-generated snippets that often appear at the top of search results). 

Ads in AI Overviews have been doing surprisingly well, showing higher click-through rates than traditional search results. These ads are placed under a "Sponsored" heading and come from existing Google Search and Shopping campaigns. But AI Mode is a different ball game. 

The Challenge: Keeping Ads Engaging, Not Intrusive

Ads in AI-driven search could become more challenging, as they might feel more intrusive. Marketers will need to get extra creative to capture attention without disrupting the user experience. Additionally, click-through rates may drop since AI’s goal is to keep users engaged within the conversation rather than directing them elsewhere. On top of that, higher cost-per-click rates could make AI-powered ads more expensive, leading to potential challenges in measuring ROI.

Why Marketers Should Care

If your strategy still revolves around traditional search ads, it’s time to rethink your approach as AI Mode begins to shape the future of search. Ads in this new feature may not feel as natural as what we’re used to, so creative strategies will be key to capturing attention without disrupting the flow. 

With lower click-through rates and the potential for higher costs, AI Mode might not be a walk in the park, but understanding these changes now will help you stay ahead. 

Check out Kendra Barnett’s article on Adweek for more info.

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