What is smart bidding?

  • Smart bidding is a machine learning feature in Google Ads that is used to automate the bidding process and optimize conversions.
  • Within smart bidding itself are five strategies: Target ROAS, Target CPA, Maximize conversions, Target impression share, and Enhanced CPC.
  • Smart bidding is a more passive approach to advertising that has access to vast amounts of user data. However, both these positives could also be interpreted as negatives in certain contexts or for certain businesses.
ConceptSmart Bidding is a set of automated bidding strategies in online advertising, primarily used in pay-per-click (PPC) campaigns, such as Google Ads. These strategies leverage machine learning and artificial intelligence to optimize bidding for ad placements in real-time. Smart Bidding aims to maximize the value of each click or conversion by adjusting bids based on various factors and user behavior patterns. It is designed to improve campaign performance and efficiency.
Key Features– Smart Bidding strategies typically offer the following features: – Real-Time Adjustments: Bids are adjusted in real-time based on user signals and auction dynamics. – Machine Learning: Algorithms analyze historical data and user behavior to make informed bidding decisions. – Goal Optimization: Smart Bidding strategies can be tailored to optimize for specific goals, such as clicks, conversions, or target return on ad spend (ROAS). – Enhanced Bid Control: Advertisers can set bid limits or constraints to align with their budget and objectives. – A/B Testing: Some platforms allow for A/B testing of different bidding strategies to identify the most effective one.
Types of Smart Bidding Strategies– There are various Smart Bidding strategies, including: – Target CPA (Cost-Per-Acquisition): Automatically sets bids to achieve a target cost for each conversion. – Target ROAS (Return on Ad Spend): Optimizes bids to achieve a target return on ad spend, maximizing revenue while meeting a specified ROAS goal. – Maximize Conversions: Adjusts bids to maximize the number of conversions within a given budget. – Enhanced Cost-Per-Click (ECPC): Modifies manual bids to increase the likelihood of conversions. – Maximize Clicks: Optimizes bids to get as many clicks as possible within a set budget. – Maximize Conversion Value: Bids are adjusted to maximize the total conversion value within budget constraints.
Benefits– Smart Bidding offers several advantages for advertisers: – Efficiency: Automation saves time and effort in manual bid management. – Performance: Optimized bidding can lead to improved campaign performance and ROI. – Data Utilization: Machine learning utilizes vast amounts of data to make data-driven bidding decisions. – Real-Time Adjustments: Bids are adjusted on the fly to respond to changing market conditions and user behavior. – Customization: Advertisers can tailor Smart Bidding strategies to align with their specific goals and budget constraints.
Considerations– Advertisers should keep the following in mind when using Smart Bidding: – Data Quality: Accurate historical data is crucial for effective machine learning-based bidding. – Conversion Tracking: Proper conversion tracking setup is essential for Smart Bidding to optimize for specific goals. – Learning Period: Smart Bidding strategies may require a learning period to adjust to campaign dynamics. – Budget Management: Advertisers should set appropriate daily budgets to avoid overspending. – Performance Monitoring: Regularly monitor campaign performance to ensure that Smart Bidding is aligning with objectives.
Real-World Application– Smart Bidding is widely used in online advertising platforms, such as Google Ads, to automate and optimize bidding for ad placements. It is applied in various industries and businesses to drive better results from online advertising campaigns.
Future Trends– Smart Bidding is likely to continue evolving with advancements in artificial intelligence and machine learning. Future trends may include enhanced predictive bidding algorithms, improved automation, and integration with emerging advertising platforms and channels.
Impact– Smart Bidding has transformed online advertising by automating bid management and optimizing campaigns in real-time. It has enabled advertisers to achieve better results and allocate their budgets more effectively.
Challenges– Challenges associated with Smart Bidding include the need for quality data, the learning curve for advertisers, and the potential for algorithmic bias. Advertisers must also stay informed about updates and changes in bidding algorithms.

Smart bidding is a subset of Google’s automated bid strategy that helps advertisers optimize their conversion rates. Using machine learning, Google considers contextual data and historical search behavior to predict the likelihood of a conversion. When it believes a conversion is more likely, it increases the client’s bid automatically.

Understanding smart bidding

Smart bidding is a machine learning feature in Google Ads that is used to automate the bidding process and optimize conversions.

Within smart bidding itself are five different strategies:

Target ROAS

Bids are optimized to achieve an advertiser’s target return on ad spend (ROAS).

This strategy enables Google to predict future conversions and determine a CPA that maximizes ROAS and conversion rate.

Target CPA

In this case, bids are optimized to control the amount the advertiser pays for each conversion.

This is known as target cost-per-action (CPA) and seeks to avoid a scenario where the business pays for unprofitable clicks.

Maximize conversions

Bids are optimized to maximize conversions with respect to an advertiser’s budget.

This is a good option for smaller accounts since it only requires five conversions per month.

Target impression share

This strategy involves setting a bid to show an ad at the top of the page or first in the carousel as frequently as possible.

This drives more volume to a site but does not guarantee that all traffic has purchase intent.

Enhanced CPC

Which seeks to increase conversions by optimizing the maximum CPC.

This strategy is used in combination with manual bidding to increase conversions while retaining more control.

The four key benefits of smart bidding

According to Google, there are four key benefits of smart bidding:

Diverse contextual signals

Businesses can factor in a broad range of signals into their bid optimization.

These are identifiable attributes about a person or their contexts such as device, physical location, language preference, time of day, and location intent, among others.

Advanced machine learning

Algorithms consider vast amounts of data to better predict how different bid prices impact conversions or indeed conversion value. 

Flexible performance controls

Smart bidding is a tailored solution that enables the business to set performance targets relevant to its objectives.

Targets can be set based on the desired attribution model and can also be device-specific.

Transparent reporting

Google offers various reporting tools and features that allow the business to pinpoint any issues and troubleshoot rapidly.

Simulators, for example, predict how ads may have performed if different targets or budgets were set.

There is also an experimentation feature that clarifies how smart bidding performs when compared to the current bidding method.

Pros and cons of smart bidding

Smart bidding has the obvious advantage of reducing the time and hassle associated with manual bidding.

It is more of a set-and-forget solution where an algorithm does the bidding work on the business’s behalf.

Google’s access to vast amounts of information also makes smart bidding an ideal solution for small or new businesses that lack historical campaign data.

However, one drawback of the passive aspect of smart bidding is the relative absence of visibility and control over how data is used to optimize campaigns.

Advertisers who attempt to craft a strategy that increases conversions may find this lack of access frustrating.

Google’s extensive store of data can also be seen as a negative when one considers that larger audiences tend to be less targeted.

This has the potential to dilute ROAS and decrease conversion rates.

Key takeaways

  • Smart Bidding Overview: Smart bidding is a machine learning feature in Google Ads that automates the bidding process to optimize conversions. It uses contextual data and historical search behavior to predict conversion likelihood.
  • Five Strategies: Within smart bidding, there are five different strategies:
    • Target ROAS: Bids are optimized to achieve a target return on ad spend (ROAS).
    • Target CPA: Bids are optimized to control the cost per conversion.
    • Maximize Conversions: Bids are optimized to maximize the number of conversions within a budget.
    • Target Impression Share: Bids are set to show ads at the top of the page as frequently as possible.
    • Enhanced CPC: Optimizes maximum CPC to increase conversions while using manual bidding.
  • Benefits of Smart Bidding:
    • Diverse Contextual Signals: Smart bidding considers various signals like device, location, language, etc., for bid optimization.
    • Advanced Machine Learning: Algorithms use extensive data to predict bid-conversion impact.
    • Flexible Performance Controls: Businesses can set targets based on objectives and attribution models.
    • Transparent Reporting: Google offers reporting tools for troubleshooting and experimentation.
  • Pros and Cons:
    • Pros: Reduces manual effort, ideal for businesses lacking historical data, Google’s vast data resources.
    • Cons: Limited control over data optimization, lack of visibility, diluted targeting for larger audiences.
  • Key Takeaways:
    • Smart bidding automates bidding and improves conversions using machine learning.
    • Five strategies offer various optimization goals.
    • Positive aspects include automation and access to data; negatives include limited control and potential audience dilution.

Case Studies

Smart Bidding StrategyDescriptionBenefitsExamples
Target CPA (Cost-Per-Acquisition)Target CPA bidding sets bids to achieve a specific acquisition cost for each conversion. It aims to get as many conversions as possible while staying within the specified cost per acquisition.– Maximizes conversions within a defined cost constraint. – Adapts to changes in user behavior and competition.A company sets a Target CPA of $20, and the system automatically adjusts bids to ensure each conversion costs no more than $20.
Target ROAS (Return on Ad Spend)Target ROAS bidding focuses on maximizing the return on ad spend by setting bids to achieve a specific ROAS percentage (e.g., 300% ROAS means $3 in revenue for every $1 spent on ads).– Maximizes revenue while adhering to a desired ROAS goal. – Automatically adjusts bids based on ad performance.An e-commerce business sets a Target ROAS of 400%, and the system adjusts bids to achieve $4 in revenue for every $1 spent on advertising.
Enhanced CPC (eCPC)Enhanced CPC combines manual bidding with automated adjustments. It increases or decreases manual bids by up to 30% based on the likelihood of conversions, leveraging historical data and machine learning.– Provides some control while benefiting from automation. – Adjusts bids in real-time to improve conversion rates.A marketer manually sets a bid of $1 for a keyword, and the system adjusts the bid up to $1.30 or down to $0.70 based on the likelihood of a conversion for that keyword.
Maximize ConversionsMaximize Conversions bidding aims to get the most conversions possible within the budget. It automatically adjusts bids for different keywords and placements to maximize overall conversions.– Focuses on achieving the highest possible conversion volume. – Allocates budget to keywords with the best conversion potential.A nonprofit organization uses Maximize Conversions bidding to drive as many online donations as possible within its monthly advertising budget.
Maximize ClicksMaximize Clicks bidding is designed to generate the most clicks within the budget. It automatically adjusts bids to get the highest possible click volume from ad placements across different keywords.– Focuses on generating as many clicks as possible for the available budget. – Distributes budget to keywords and placements with higher click potential.A travel agency uses Maximize Clicks bidding to drive traffic to its website during a special holiday promotion, aiming to generate more clicks from potential travelers.
Maximize Conversion ValueMaximize Conversion Value bidding aims to maximize the total value of conversions (revenue) within the budget. It automatically adjusts bids to focus on keywords and placements with higher revenue potential.– Prioritizes high-value conversions to boost revenue. – Allocates budget to keywords and placements with better revenue outcomes.An online retailer uses Maximize Conversion Value bidding to optimize ad spend and focus on products that generate higher revenue per click.
Target Impression ShareTarget Impression Share bidding allows advertisers to set a specific impression share goal (e.g., 80% share of eligible impressions) for their ads. The system adjusts bids to achieve this goal.– Aims to maximize visibility and share of voice in search results. – Ensures ads appear frequently for target keywords and placements.A local business sets a Target Impression Share of 90% for its ads to increase visibility in local search results and beat competitors.
Campaign-Level Conversion GoalsCampaign-Level Conversion Goals allow advertisers to specify custom conversion actions (e.g., form submissions, phone calls) as optimization goals. Bidding is adjusted to achieve these specific goals.– Aligns bidding with specific campaign objectives beyond standard conversions. – Provides flexibility to track and optimize unique actions.A car dealership sets a campaign-level goal to track and optimize the number of test drive requests generated through its ads. Bidding is adjusted to maximize test drive bookings.
Seasonal AdjustmentsSeasonal Adjustments allow advertisers to account for changes in demand during specific times of the year. Advertisers can increase or decrease bids during peak seasons or holidays to capitalize on trends.– Optimizes bidding for varying levels of demand throughout the year. – Helps prevent overspending during off-seasons or low-demand periods.An online florist increases bids by 20% for relevant keywords and ad groups leading up to Valentine’s Day to capture increased demand for flowers and gifts.
Local Inventory Ads (LIA)Local Inventory Ads bidding is used for local retailers with physical stores. It automatically adjusts bids to promote products available in nearby stores and maximize foot traffic.– Drives in-store visits and purchases by promoting nearby inventory. – Optimizes bids for local search queries and product availability.A electronics retailer uses LIA bidding to showcase products available in its local stores, helping attract nearby customers looking for immediate purchases.

Visual Marketing Glossary

Account-Based Marketing

Account-based marketing (ABM) is a strategy where the marketing and sales departments come together to create personalized buying experiences for high-value accounts. Account-based marketing is a business-to-business (B2B) approach in which marketing and sales teams work together to target high-value accounts and turn them into customers.


Ad Ops – also known as Digital Ad Operations – refers to systems and processes that support digital advertisements’ delivery and management. The concept describes any process that helps a marketing team manage, run, or optimize ad campaigns, making them an integrating part of the business operations.

AARRR Funnel

Venture capitalist, Dave McClure, coined the acronym AARRR which is a simplified model that enables to understand what metrics and channels to look at, at each stage for the users’ path toward becoming customers and referrers of a brand.

Affinity Marketing

Affinity marketing involves a partnership between two or more businesses to sell more products. Note that this is a mutually beneficial arrangement where one brand can extend its reach and enhance its credibility in association with the other.

Ambush Marketing

As the name suggests, ambush marketing raises awareness for brands at events in a covert and unexpected fashion. Ambush marketing takes many forms, one common element, the brand advertising their products or services has not paid for the right to do so. Thus, the business doing the ambushing attempts to capitalize on the efforts made by the business sponsoring the event.

Affiliate Marketing

Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.

Bullseye Framework

The bullseye framework is a simple method that enables you to prioritize the marketing channels that will make your company gain traction. The main logic of the bullseye framework is to find the marketing channels that work and prioritize them.

Brand Building

Brand building is the set of activities that help companies to build an identity that can be recognized by its audience. Thus, it works as a mechanism of identification through core values that signal trust and that help build long-term relationships between the brand and its key stakeholders.

Brand Dilution

According to inbound marketing platform HubSpot, brand dilution occurs “when a company’s brand equity diminishes due to an unsuccessful brand extension, which is a new product the company develops in an industry that they don’t have any market share in.” Brand dilution, therefore, occurs when a brand decreases in value after the company releases a product that does not align with its vision, mission, or skillset. 

Brand Essence Wheel

The brand essence wheel is a templated approach businesses can use to better understand their brand. The brand essence wheel has obvious implications for external brand strategy. However, it is equally important in simplifying brand strategy for employees without a strong marketing background. Although many variations of the brand essence wheel exist, a comprehensive wheel incorporates information from five categories: attributes, benefits, values, personality, brand essence.

Brand Equity

The brand equity is the premium that a customer is willing to pay for a product that has all the objective characteristics of existing alternatives, thus, making it different in terms of perception. The premium on seemingly equal products and quality is attributable to its brand equity.

Brand Positioning

Brand positioning is about creating a mental real estate in the mind of the target market. If successful, brand positioning allows a business to gain a competitive advantage. And it also works as a switching cost in favor of the brand. Consumers recognizing a brand might be less prone to switch to another brand.

Business Storytelling

Business storytelling is a critical part of developing a business model. Indeed, the way you frame the story of your organization will influence its brand in the long-term. That’s because your brand story is tied to your brand identity, and it enables people to identify with a company.

Content Marketing

Content marketing is one of the most powerful commercial activities which focuses on leveraging content production (text, audio, video, or other formats) to attract a targeted audience. Content marketing focuses on building a strong brand, but also to convert part of that targeted audience into potential customers.

Customer Lifetime Value

One of the first mentions of customer lifetime value was in the 1988 book Database Marketing: Strategy and Implementation written by Robert Shaw and Merlin Stone. Customer lifetime value (CLV) represents the value of a customer to a company over a period of time. It represents a critical business metric, especially for SaaS or recurring revenue-based businesses.

Customer Segmentation

Customer segmentation is a marketing method that divides the customers in sub-groups, that share similar characteristics. Thus, product, marketing and engineering teams can center the strategy from go-to-market to product development and communication around each sub-group. Customer segments can be broken down is several ways, such as demographics, geography, psychographics and more.

Developer Marketing

Developer marketing encompasses tactics designed to grow awareness and adopt software tools, solutions, and SaaS platforms. Developer marketing has become the standard among software companies with a platform component, where developers can build applications on top of the core software or open software. Therefore, engaging developer communities has become a key element of marketing for many digital businesses.

Digital Marketing Channels

A digital channel is a marketing channel, part of a distribution strategy, helping an organization to reach its potential customers via electronic means. There are several digital marketing channels, usually divided into organic and paid channels. Some organic channels are SEO, SMO, email marketing. And some paid channels comprise SEM, SMM, and display advertising.

Field Marketing

Field marketing is a general term that encompasses face-to-face marketing activities carried out in the field. These activities may include street promotions, conferences, sales, and various forms of experiential marketing. Field marketing, therefore, refers to any marketing activity that is performed in the field.

Funnel Marketing

interaction with a brand until they become a paid customer and beyond. Funnel marketing is modeled after the marketing funnel, a concept that tells the company how it should market to consumers based on their position in the funnel itself. The notion of a customer embarking on a journey when interacting with a brand was first proposed by Elias St. Elmo Lewis in 1898. Funnel marketing typically considers three stages of a non-linear marketing funnel. These are top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel (BOFU). Particular marketing strategies at each stage are adapted to the level of familiarity the consumer has with a brand.

Go-To-Market Strategy

A go-to-market strategy represents how companies market their new products to reach target customers in a scalable and repeatable way. It starts with how new products/services get developed to how these organizations target potential customers (via sales and marketing models) to enable their value proposition to be delivered to create a competitive advantage.


The term “greenwashing” was first coined by environmentalist Jay Westerveld in 1986 at a time when most consumers received their news from television, radio, and print media. Some companies took advantage of limited public access to information by portraying themselves as environmental stewards – even when their actions proved otherwise. Greenwashing is a deceptive marketing practice where a company makes unsubstantiated claims about an environmentally-friendly product or service.

Grassroots Marketing

Grassroots marketing involves a brand creating highly targeted content for a particular niche or audience. When an organization engages in grassroots marketing, it focuses on a small group of people with the hope that its marketing message is shared with a progressively larger audience.

Growth Marketing

Growth marketing is a process of rapid experimentation, which in a way has to be “scientific” by keeping in mind that it is used by startups to grow, quickly. Thus, the “scientific” here is not meant in the academic sense. Growth marketing is expected to unlock growth, quickly and with an often limited budget.

Guerrilla Marketing

Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.

Hunger Marketing

Hunger marketing is a marketing strategy focused on manipulating consumer emotions. By bringing products to market with an attractive price point and restricted supply, consumers have a stronger desire to make a purchase.

Integrated Communication

Integrated marketing communication (IMC) is an approach used by businesses to coordinate and brand their communication strategies. Integrated marketing communication takes separate marketing functions and combines them into one, interconnected approach with a core brand message that is consistent across various channels. These encompass owned, earned, and paid media. Integrated marketing communication has been used to great effect by companies such as Snapchat, Snickers, and Domino’s.

Inbound Marketing

Inbound marketing is a marketing strategy designed to attract customers to a brand with content and experiences that they derive value from. Inbound marketing utilizes blogs, events, SEO, and social media to create brand awareness and attract targeted consumers. By attracting or “drawing in” a targeted audience, inbound marketing differs from outbound marketing which actively pushes a brand onto consumers who may have no interest in what is being offered.

Integrated Marketing

Integrated marketing describes the process of delivering consistent and relevant content to a target audience across all marketing channels. It is a cohesive, unified, and immersive marketing strategy that is cost-effective and relies on brand identity and storytelling to amplify the brand to a wider and wider audience.

Marketing Mix

The marketing mix is a term to describe the multi-faceted approach to a complete and effective marketing plan. Traditionally, this plan included the four Ps of marketing: price, product, promotion, and place. But the exact makeup of a marketing mix has undergone various changes in response to new technologies and ways of thinking. Additions to the four Ps include physical evidence, people, process, and even politics.

Marketing Myopia

Marketing myopia is the nearsighted focus on selling goods and services at the expense of consumer needs. Marketing myopia was coined by Harvard Business School professor Theodore Levitt in 1960. Originally, Levitt described the concept in the context of organizations in high-growth industries that become complacent in their belief that such industries never fail.

Marketing Personas

Marketing personas give businesses a general overview of key segments of their target audience and how these segments interact with their brand. Marketing personas are based on the data of an ideal, fictional customer whose characteristics, needs, and motivations are representative of a broader market segment.

Meme Marketing

Meme marketing is any marketing strategy that uses memes to promote a brand. The term “meme” itself was popularized by author Richard Dawkins over 50 years later in his 1976 book The Selfish Gene. In the book, Dawkins described how ideas evolved and were shared across different cultures. The internet has enabled this exchange to occur at an exponential rate, with the first modern memes emerging in the late 1990s and early 2000s.


Microtargeting is a marketing strategy that utilizes consumer demographic data to identify the interests of a very specific group of individuals. Like most marketing strategies, the goal of microtargeting is to positively influence consumer behavior.

Multi-Channel Marketing

Multichannel marketing executes a marketing strategy across multiple platforms to reach as many consumers as possible. Here, a platform may refer to product packaging, word-of-mouth advertising, mobile apps, email, websites, or promotional events, and all the other channels that can help amplify the brand to reach as many consumers as possible.

Multi-Level Marketing

Multi-level marketing (MLM), otherwise known as network or referral marketing, is a strategy in which businesses sell their products through person-to-person sales. When consumers join MLM programs, they act as distributors. Distributors make money by selling the product directly to other consumers. They earn a small percentage of sales from those that they recruit to do the same – often referred to as their “downline”.

Net Promoter Score

The Net Promoter Score (NPS) is a measure of the ability of a product or service to attract word-of-mouth advertising. NPS is a crucial part of any marketing strategy since attracting and then retaining customers means they are more likely to recommend a business to others.


Neuromarketing information is collected by measuring brain activity related to specific brain functions using sophisticated and expensive technology such as MRI machines. Some businesses also choose to make inferences of neurological responses by analyzing biometric and heart-rate data. Neuromarketing is the domain of large companies with similarly large budgets or subsidies. These include Frito-Lay, Google, and The Weather Channel.


Newsjacking as a marketing strategy was popularised by David Meerman Scott in his book Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage. Newsjacking describes the practice of aligning a brand with a current event to generate media attention and increase brand exposure.

Niche Marketing

A microniche is a subset of potential customers within a niche. In the era of dominating digital super-platforms, identifying a microniche can kick off the strategy of digital businesses to prevent competition against large platforms. As the microniche becomes a niche, then a market, scale becomes an option.

Push vs. Pull Marketing

We can define pull and push marketing from the perspective of the target audience or customers. In push marketing, as the name suggests, you’re promoting a product so that consumers can see it. In a pull strategy, consumers might look for your product or service drawn by its brand.

Real-Time Marketing

Real-time marketing is as exactly as it sounds. It involves in-the-moment marketing to customers across any channel based on how that customer is interacting with the brand.

Relationship Marketing

Relationship marketing involves businesses and their brands forming long-term relationships with customers. The focus of relationship marketing is to increase customer loyalty and engagement through high-quality products and services. It differs from short-term processes focused solely on customer acquisition and individual sales.

Reverse Marketing

Reverse marketing describes any marketing strategy that encourages consumers to seek out a product or company on their own. This approach differs from a traditional marketing strategy where marketers seek out the consumer.


Remarketing involves the creation of personalized and targeted ads for consumers who have already visited a company’s website. The process works in this way: as users visit a brand’s website, they are tagged with cookies that follow the users, and as they land on advertising platforms where retargeting is an option (like social media platforms) they get served ads based on their navigation.

Sensory Marketing

Sensory marketing describes any marketing campaign designed to appeal to the five human senses of touch, taste, smell, sight, and sound. Technologies such as artificial intelligence, virtual reality, and the Internet of Things (IoT) are enabling marketers to design fun, interactive, and immersive sensory marketing brand experiences. Long term, businesses must develop sensory marketing campaigns that are relevant and effective in eCommerce.

Services Marketing

Services marketing originated as a separate field of study during the 1980s. Researchers realized that the unique characteristics of services required different marketing strategies to those used in the promotion of physical goods. Services marketing is a specialized branch of marketing that promotes the intangible benefits delivered by a company to create customer value.

Sustainable Marketing

Sustainable marketing describes how a business will invest in social and environmental initiatives as part of its marketing strategy. Also known as green marketing, it is often used to counteract public criticism around wastage, misleading advertising, and poor quality or unsafe products.

Word-of-Mouth Marketing

Word-of-mouth marketing is a marketing strategy skewed toward offering a great experience to existing customers and incentivizing them to share it with other potential customers. That is one of the most effective forms of marketing as it enables a company to gain traction based on existing customers’ referrals. When repeat customers become a key enabler for the brand this is one of the best organic and sustainable growth marketing strategies.

360 Marketing

360 marketing is a marketing campaign that utilizes all available mediums, channels, and consumer touchpoints. 360 marketing requires the business to maintain a consistent presence across multiple online and offline channels. This ensures it does not miss potentially lucrative customer segments. By its very nature, 360 marketing describes any number of different marketing strategies. However, a broad and holistic marketing strategy should incorporate a website, SEO, PPC, email marketing, social media, public relations, in-store relations, and traditional forms of advertising such as television.

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