What is FOMO Marketing?

It is important to understand FOMO before uncovering how it works. FOMO stands for Fear Of Missing Out, and the name itself suggests what it actually means. FOMO is used as a psychological trigger to get customers to buy a product or service. Brands and businesses market in a way that creates a sudden sense of urgency, scarcity and exclusivity, making customers take quick action due to the fear of missing out or not missing out. 

How Does FOMO Marketing Work?

As mentioned, FOMO makes use of the Human psychology of urgent needs, and it works by a few causes.

• Loss Aversion: To create fear among people and generally they fear losing more than they’re gaining
• Social Proof: As humans, we want what others have, FOMO is used here as well. 
• Urgency: It is a general human trait or function that helps in numerous instances. FOMO is implemented to take advantage of the urgency over scarcity and the immediate need to purchase 
• Seeking status: People wouldn’t like to be left out of the trend, and this comes into play while using FOMO Marketing, as they make an effort to purchase status symbols.

How is FOMO Marketing Useful?

Listed are some Key features of FOMO marketing. There are key benefits of how it helps your brand or business. Take note, as these tactics are explained in detail by the best digital marketing institutions in Calicut and might help in your personal brand or business. 

• Boosts Conversions: By encouraging quick decisions and reducing abandoned carts when it comes to product purchases.
• Hike sales: The limited-period offer tags for products increase the number of sales due to the urgency to buy.
• Enhances Social Media Engagement: People love to share exclusive content online, increasing brand value and social media interaction. The most recent Labubu doll is a great example of this. 
• Creates Brand hype: The brand hype created reflects positively on upcoming brand launches or events. 
• Boosts loyalty: Overall, FOMO implemented marketing, which is followed by positivity on the brand or businesses, is likely to increase loyalty and future customers. 

When to Implement FOMO Marketing Strategy?

Find out some scenarios where you can make use of FOMO marketing at its best. Remember that FOMO Marketing isn’t industry or niche-specific. Yet it works well in certain situations or industries and seasons. Therefore understand it well and make use of it. Here are the best times to use FOMO marketing

• Product launches or Promo and Restocks with tags like “Only 100 left in stock” could create a sense of urgency.
• Seasonal or flash sales can use FOMO by claiming “the offer ends soon” so that they can push the sales.
• FOMO can also be used for event promotions such as “Limited slots for the webinar”
• With phrases like “pre-book before the sale goes live”, FOMO can also be used in pre-launch campaigns. 
• To abandon cart issues FOMO can tackle it with “Dont miss out or only 2 left from your size” to tackle exit intent.
• FOMO arguably used best at its limited access or exclusive content like “Last chance to register or 24 hours left”

Who Can Use FOMO Marketing?

The relevance of FOMO marketing is best understood when you know Who can use FOMO Marketing. Here are the most prominent users or anyone who can use FOMO marketing:

• E-commerce stores in order to sell products faster
• Event organisers or Trainers
• SaaS and subscription brands whose mainstream is based on customer acquisition
• Local businesses can also use FOMO online to get customers for products or services online or offline
• Travel and Hospitality businesses can also use FOMO to grow
• People with personal brands or influencers can also use FOMO to get sales or improve their branding.
• Apparel or fashion brands have a lot to do with keeping up with the trend, and therefore, FOMO is used well.

FOMO Tactics That Actually Work in 2025

Enough with the theory, let’s explore effective FOMO marketing strategies that work in 2025 for your businesses. These can be used in different circumstances and for business needs to fulfil its purpose and grow your business.

• Countdown timers: These can be added to websites, emails or product pages prior to a launch or offer.
• Stock Scarcity indicators: Indicate the number of stocks left and alert about the stock running out 
• Live Activity alerts: You can alert the product or service status like “Sam bought this item”, indicating a live alert, adding the location to share an idea or assure the customers more.
• Use Limited time sales tags for flash or seasonal deals
• Exclusive access FOMO tactics use beta versions or early access for customers, increasing the value of the product.
• Social proof: This includes numbers like 500 people bought this, or trending now, showcasing the product’s social approval.
• User-generated content: This makes use of product reviews or photos to increase authenticity and value for the brand and the product. 

When will FOMO be ineffective?

Though FOMO marketing has its advantages it comes with its disadvantages too. FOMO marketing can be a huge drawback when you encounter these issues.

• Overuse of FOMO cannot promise its effectiveness as fake scarcity might be anticipated among customers who don’t make quick decisions. 
• Creating huge stress or distrust can also backfire if not used responsibly.
• Not prioritising long-term customers and using it as a one-time gimmick is a mistake therefore ensure you take sufficient care while implementing FOMO marketing.

In conclusion, FOMO Marketing Strategy is amongst the most common and effective marketing strategies you can implement in your brand or business. Reaching the end of this article, you might be aware of what is FOMO marketing, how FOMO marketing works, how FOMO marketing is useful, along with when to use and who can use FOMO marketing, accompanied by FOMO strategies that actually work. FOMO is only one of the most used strategies; make sure you explore the other to see what your business might need the most. Additionally, have a specific way to do it that resonates with your business; if not, it’s just copying. Understand the trends to stay ahead of the curve and grow your business. 

Aviv Digital Academy is one of the leading Digital Marketing Course in Calicut. We offer a wide variety of globally recognized certification programs that include SEO, SEM, SMM, Email Marketing and Inbound Marketing courses. For more details, Contact us at: +91 8156998844

What is MERN Stack?

Understanding what is MERN Stack is must be the most substantial thing even before preparing for the interview. What is MERN Stack is also a common MERN stack interview question to be prepared for. MERN stack is a JavaScript solution for building strong and functioning web applications. MERN stack gets its name from frameworks, databases and others that use a single language, JavaScript. They include MongoDB, Express.js, React and Node.js, forming the name MERN. Let’s take a look at them in detail. Make sure to learn and understand in order to confidently answer MERN stack interview questions. 

• What is MongoDB?

In simple terms, MongoDB is a NoSQL document database that stores data in documents like JSON. Its use case includes Dynamic Schema, horizontal scaling and real-time analysis. Key features are BSON storage, built-in replication and sharding.

• What is Express.js?

Express.js is a framework extensively used by Nord.js. It handles HTTP requests and middleware. The use cases of Express.js involve building RESTui APIs, routing and middleware pipelines. Its key features are its lightweigh,t extensibl,e and middleware modules

• What is React?

React is a component-based library tailored for front-end development to create interactive UI’s. Single-page application (SPA) and dynamic client-side rendering are one of its major use cases. It comes with key features such as Virtual DOM, reusable components, hooks for state and side effects. 

• What is Node.js?

Node.js is a JavaScript run-time that is created on Chrome’s V8 engine, running server-side code. Common use cases of Node.js are non-blocking, event-driven servers for applications that run in real-time. Packaged eco-system via npm, event loop for high concurrency are its key features. 

Hope these have polished your information on MERN stack. Expect these common questions on MERN stack interviews as well. Let’s take a look at the other common MERN stack interview questions.

Why Use MERN?

This question could be the most asked in a MERN stack interview. Why use MERN would let you answer what you know about it, its relevance and why MERN is a better alternative for many. You can learn and answer these in your own style, tone or variation. 

• Having JavaScript across the whole stack and no context-switching between languages makes MERN a great choice. 
• With thousands of npm packages and React libraries, MERN possesses a rich ecosystem.
• The MongoDB documents and Express/Node APIs come with a JSON and React client with horizontal scaling via Node Clusters and MongoDB sharding
• Another reason to use MERN is its strong community and resources, such as its support, tutorials and boilerplates.

Typical MERN Architecture

Another common MERN interview question is the typical  MERN architecture, you may have to answer regarding the client, server, Database and its build and deployment in detail. You can learn and answer from the resource below. 

• The client is React, which renders UI components and manages client-side routing with the React Router. It also communicates with the server via fetch/axios
• Express and Node make the server with it, defining RESTful endpoints and implementing business logic. The server also handles authentication, validation and error handling.
• MongoDB makes up the database of MERN and is responsible for storing user data, application state, product catalogues and much more. The database is managed via a MongoDB driver or ODM such as Mongoose.
• Build and deployment uses Webpack/vite build for React, PM2 or Docker for Node processes and CI/CD pipelines like GitHub Actions and Jenkins.

After you have understood these well take note of the short and simple MERN stack interview questions, with answers to help you out.

MERN Stack Interview Questions

1. Why choose MongoDB over a relational database?

You can answer like: Choosing MongoDB over a relational database offers schema flexibility, letting documents evolve without migrations. Having MongoDB can also enable Horizontal scaling, which is native sharding for large datasets. It also possesses JSON-like documents that align well with JS objects in Node and React.

2. What role does Express.js play?

The answer to this is simple, the role of Express.js assists in routing maps HTTP methods as well as URLs to handlers. It also serves as a middleware for pre- and post-processors for requests such as logging, auth and so on. Additionally, Express.js manages error handling, and centralises error response and logging.

3. How do you manage state in React?

The states in React are divided into Local state, global state and server state. For managing the Local state, use “useState” or  “useReducer” for the component-level state. For the Global state, use Context API or external libraries (Redux, Zustand, MobX), and finally for Server state, Data fetching from libraries like React, Query and SWR would be ideal.

4. Describe the Node.js event loop

The Node.js event loop is a single-threaded loop handling asynchronous callbacks. It also has phases like timers, I/O callbacks, idle/prepare, poll check and close callbacks, enabling high concurrency by avoiding blocking calls. 

5. What is middleware in Express?

A middleware in MERN is a function with a signature (req, res, next) that can modify req/res, end the request and send a response as well as call next() in order to pass or control to the next middleware.

6. Explain JWT authentication flow

These are amongst the most commonly asked questions in a MERN stack interview. You can answer by explaining JWT authentication and then the flow. Start answering by saying, this is a commonly used authentication mechanism in modern web applications. They work by securely transmitting information between a client and a server in the form of a compact JSON object. JWTs are often used for stateless authentication, where the server does not need to keep a record of the user’s session. The flow is as follows:

• The user logs in, and the server is verified
• Then the server issues a signed certificate containing the user’s claims 
• Next in the flow, the client stores a token, such as a cookie or localStorage
• It’s followed by subsequent requests, including a token in authorization header
• The server then verifies the token signature, extracting the user info

7. How do you optimise React performance

That’s a great question! You may say this as it showcases your confidence and expertise in the MERN stack in a MERN stack interview. The simple answer to this question is;

Monetisation using React.memo, useMemo, useCallback and Code Splitting with import() and React. lazy. You can avoid unnecessary renders, such as Key prop, immaculate data and pure components

8. Can you describe how to model relationships in MongoDB?

There are three ways to model relationships in MongoDB: embedding, Referencing and using Mongoose’s “populate()” to join on queries. Embedding sub-documents for one-to-few relationships and referencing by storeobjectid references, such as one-to-many or many-to-many. 

9. What is Mongoose and why use it?

Understanding this is essential in MERN. Mongoose is an Object Data Modelling (ODM) library for MongoDB and Node.js. It is useful for providing schema definitions and data validation. Mongoose also offers middleware hooks like before/after save as well as update. The prominent use of Mongoose, and if asked why to use it, must be answered by its ability to simplify queries and relationships. 

10. How would you deploy a MERN app?

MERN stack interview questions can be hard at times, but knowing plenty wouldn’t help if you can’t answer them the right way. Being able to answer in a good flow is crucial as well. To answer this MERN Stack interview question, do it step by step:

• Back end: Dockerize Node app by pushing to AWS, ECS/EKS, Heroku or DigitalOcean
• Database: with a database like MongoDB Atlas or a managed Mongo service.
• Front end: build React bundle and serve via CDN or static hosting using tools like Netlify, Vercel
• Finally, to deploy a MERN app, use CI/CD to automate builds and tests using GitHub, Actions or Jenkins. 

To conclude, preparing for the above-mentioned MERN interview questions would put you in an advantageous position. Though doing research is also significant, these are the most common questions, but you should realise there are more and predict what might be difficult. Additionally, be confident, have a great portfolio, and be prepared to work on some live projects to showcase your skills 

Aviv Digital Academy is one of the leading institutes that provides a Full Stack Development Course in Kochi. We offer a comprehensive curriculum designed to equip you with the skills and knowledge necessary to thrive in the industry. For more details, contact us at: +91 8156998844

What is ORM?

ORM stands for Online Reputation Management is the process of monitoring, influencing and defending the reputation of brands, individuals online. It makes use of tactics to form and maintain public opinion and perception. ORM is used by Digital marketing and primarily by public Relations Agencies. ORM strategies include promoting positive content, responding to and resolving negative feedback. In Digital marketing, this is also necessary to deliver the desired image about a company or person in search results that are ranked and in social media, reviews and more.

Why is ORM Important? Or Useful

Knowing why ORM is useful or necessary is also important as knowing what ORM is. Let’s look at why ORM is necessary.

• Create a First Impression: Statistically, 90% of users take a look at online reviews and judge how it seems to them overall. A Good ORM practice ensures the brand or personalities give a great first impression. This ensures positivity among prospects and builds an initial trust.
• Crisis management: A team that specialises in ORM is quick and can manage negative news or viral issues rapidly. They also ensure that such small issues wouldn’t bother the brand or business again.
• Credibility building: The successful practice of ORM adds well to a brand’s or personality’s credibility. This benefits in building confidence among new consumers.
• SEO benefits: ORM in digital marketing offers numerous benefits. Though not a direct marketing tactic, the credibility and status built by ORM in Digital marketing positively reflect on search engine results. With higher rankings and organic visibility. 

When to Use ORM?

Knowing when ot use ORM is the only way to use it right and maximise the benefits. Additionally, you need to analyse whether you, your brand or business requires ORM and if it does, does it need to be used a little or more. Here are some considerable scenarios where you can use it. 

• Small to medium-scale businesses need to grow and compete with bigger brands than themselves with their positive verdict.
• In case of maintaining stakeholder relationships for Mergers and Acquisitions
• ORM can also be used or implemented at the time of Branding or rebranding to establish a new identity online
• In case of increased Negative publicity and to tackle these issues and recover quickly, the practice of ORM must be recommended
• Service-based businesses need ORM due to the word-of-mouth marketing required, as it has a huge influence on their status.

Who Can Use ORM?

Here are some businesses, brands or personalities who can or who are recommended to use ORM in their Digital marketing campaigns:

• Small to medium-sized businesses can make use of ORM in Digital marketing as their potential and growth can be achieved
• Large Enterprises can also make use of the role of ORM in Digital marketing
• Another person who can use ORM is CEO’s and Thought Leaders to upscale their personal branding
• Public Figures, as it sounds obvious, shouldn’t question what the role of ORM in Digital marketing is. As it helps Politicians, artists, and athletes who need to maintain their public image.
• NGO’s and non-profit organisations to establish their positive image for future philanthropy and strong trust from donors. 

Advantages and Disadvantages of ORM in Digital Marketing

Core ORM Methods and Channels

ORM is implemented through several means, mostly online. These are the few channels or strategies relied on for an effective ORM in Digital Marketing.

• Managed Reviews: Profiles like Google My Business and industry-specific platforms must be presented well, with good public reviews and must be managed. 
• Search result optimisation: Create and promote positive content and implement effective SEO strategies to rank higher, making it rank even above the negative verdict. 
• Social Engagement: Monitor and acknowledge brand mentions and thank, address, of work on critics for a better brand reputation.
• Crisis management plan: Pre-plan and foresee issues, criticisms or large negativity surrounding and be prepared early to tackle these issues. You can prepare message templates, find solutions for quick coordinated resolutions. 
• Legal and Ethical formalities: Understand defamation laws, review site guidelines and other legal constraints and regulations with other formalities in case of genuine issues.

Measuring ORM Success

To measure the success of an ORM campaign, certain analytics are followed, including:

• Sentiment Analysis, where the feelings and emotions of people, whether positive or negative, are monitored
• Measuring the verdict of Review scores and their volume
• Search engine rankings are also a key factor to consider in order to measure success
• Engagement metrics like likes, replies are also relevant considerations. 
• Crisis response time is a crucial factor in ORM campaigns, which also adds to or highlights their success.

Role of ORM in Digital Marketing

If you’re wondering what is the role of ORM in Digital Marketing, worry less as we will explore it now. Though ORM and Digital Marketing as well as PR were differently subjected, they have turned out to be under the same radar with their similar goals. ORM utilises Digital Marketing tactics like SEO content, SMM content and more. They are: 

• Content Marketing, where they publish positive and PR related content online
• Paid Ads are utilised to balance and come on top of negative reviews
• Email Marketing: Sending apologies, responding to critics and conflict resolution
• Analytics: to monitor and analyse trends, patterns, or action recommendations based on sentiment, customer feedback and interactions. 

ORM vs SEO

Understanding what is the role of ORM in Digital Marketing would also make you wonder about the Differences between ORM and SEO. To make it simple, let’s find out:

How is Online Reputation Management Different From PR?

Since ORM, Digital Marketing and PR cruise in the same boat for similar goals, they possess key differences. ORM and PR are different in their own means. Here are the factors and key differences between ORM and PR.

How do I Know What My Reputation is?

You might have your questions answered, such as What is ORM in Digital marketing and What is the role of ORM in Digital Marketing. Now, if you’re wondering How do I know what my reputation is look out for these steps. 

• Search for your brand or business and see what the results are, including the search rankings, public verdict, to get an overview.
• Watch out for reviews on Google, Facebook or other popular social media sites and monitor the average rating.
• Look at whether your social media brand mentions are positive or negative
• Ask for customer feedback and see what they say to you directly 
• To assist you, utilise tools like Google Alerts or Brand24 etc

Conclusion

These are everything you need to know about ORM, What is ORM in digital marketing, What is the role of ORM in Digital marketing, How is ORM different from PR put out in simple terms. Understand they are different in their own ways, but also find similarities and go hand-in-hand using each features despite having different goals and methods. Each has its importance, and one cannot be replaced or left out when it comes to growing a brand or business. Make sure to know its potential and drawbacks to make the best out of each. 

Aviv Digital Academy is one of the leading Digital Marketing Course in Calicut. We offer a wide variety of globally recognized certification programs that include SEO, SEM, SMM, Email Marketing and Inbound Marketing courses. For more details, Contact us at: +91 8156998844

What is a Keyword?

Let’s move further only after knowing what a keyword is, if you don’t. A keyword has numerous definitions based on the context, like an unlock word for a security system or a significant input while coding. But the most common definition of what a keyword is is that it is a word or sentence that represents the idea or information in a bit. It is mainly used by Digital marketers to denote key searches or queries made by a user to perform a search in a search engine. Keyword optimisation is a substantial part of Search Engine optimisation. There are a few types of keywords with certain functions as well.

Define Local Keyword or Local SEO Keyword

Local SEO or Local Keyword SEO tends to be more competitive and more voice/search driven as it grants huge visibility locally or in a set area. To rank anyone’s brand or business on popular search engines like Google Chrome and other platforms like Google Maps, which also includes voice assistants like Google Assistant or others like Siri, local SEO or Local SEO Keyword is essential.

Why is Keyword Research Necessary?

As you might know, what a keyword is lets us understand what and why keyword research is important. Keyword research is a process of finding and analysing the terms people use and search for in their search queries. Keyword research helps marketers plan, organise, and optimise content to increase quality, visibility and rank better. As much as keywords, Keyword research is also an important factor in SEO.

Guide on How to Do Local SEO Keyword Research in 2025

Not always do old or traditional methods work out. As a professional Digital marketer or SEO specialist, stay vigilant for new trends, techniques, and tools. An SEO specialist who is also open to learning and staying updated is the one guaranteed a fulfilling career. This makes Local Keyword research in 2025 a significant step in SEO. These are the steps to follow to do local keyword research in 2025.:

1. Understand Local Intent

Before starting your Keyword research, presume what the locals are searching for, like things or queries relevant to the specific area or location. These include queries or what might be demanded.

• Searches like “Near me” for Queries like “Cafe’s near me” have huge search volume.
• Searches like Geo-specific keywords or queries also possess the same hike in search volume. Example: Cafes In Calicut
• Another Local Keyword research practice in 2025 includes using a demanded service with the Geo location, such as: Mobile repair, sales and Service in Calicut.

Statistics in 2025 suggest over 60% of searches are location-specific in India, taking mobile searches into account.

2. Brainstorming Seed Keywords

Like seeds, there are seed Keywords which can be grown or developed into a relevant keyword. It can also match the intent with similar keywords and help the content to rank. A brainstorming session with the given keyword could be a great help on how to do Local Keyword research for local SEO in 2025. You can use variations like near me or Zip codes, landmarks, etc.

3. Utilise Keyword Tools

Making the best use of Keyword tools is a great advantage in doing local Keyword research in 2025. The growth of tech and ideas has given birth to numerous tools. You can explore and find them, but. Don’t forget to use the popular and reliable go-to tools, such as Tools from Google and the new AI and SEO platforms. They are:

• Google Tools
  • Autocomplete: Type a keyword with the location and get suggestions and insights.
  • Keyword Planner: Filter the city, region to see the volume of each keyword.
  • Trends: Find and compare the popularity of keywords over time.
  • Google Maps business insights: Find out the likely keywords users use to find your business.
    
• AI and SEO Platforms
  • Surfer SEO
  • SEMRush Local SEO  Toolkit
  • Uberusuggest 2025 version that consists Geo filter
  • Ahrefs Keyword Explorer, which comes with the Local pack markers
  • Alsoasked.com & Answerthepublic to get question-based queries.

4. Analyse Competitors 

This is an underrated Guide on Local keyword research. Not always your business, brand or content rank higher, therefore keeping an eye on your competitors could offer you some insight and help. 

• Search your target keywords with local filters, and use incognito mode for a better result
• Ranking of businesses or brands based on Local seo or rankings, especially the top 10
• Analyse the competitors’ metadata, content, and Google reviews to discover their keywords

5. Use long-tail Keywords That are also Voice-Friendly

With today’s growth in tech, that suggests huge potential in the future, starting to use Voice-friendly keywords puts you, your brand or business ahead of the curve. Long-tail keywords are keywords of a question or sentence which is not a single word but possesses the same intent and effectiveness. The idea is to make it feel like a conversation.:

• Keywords or queries like “Where can i buy fresh vegetables in Calicut “are great with their effectiveness and search volume while also maintaining a conversational flow with voice searches via phones or devices like Alexa.
• Use tools like People also ask, Google voice search emulator. Siri/ Assistant Search queries. 

6. Prioritise Based on Search Volume

Not all keywords are meant to be used equally. The count, the use in the core part of the content, and its alternatives like long-tail or short-tail keywords must be used or prioritised based on Search, volume, ranking and other Key performance indicators and SEO factors. 

• Pair High relevance with medium search volume
• Use low competition but effective keywords to spend less and rank higher faster.
• Utilising key Geo modifiers like Landmark, Blogs, GMB and much more.

7. Arrange by Keyword Intent

Each keyword has an intent. Use that specific intent to utilise the keywords to their best use:

• Transactional intended keywords can be used in a way like “Buy smartphones in Calicut”
• Or you can use navigational  keywords like “Directions to SM Street”
• Informational Keywords are also a thing and could be used like “Best places for Digital marketing course in Calicut” and much more.

Here are some bonus tips for Local keyword research in 2025:

• Implement local keywords in image Alt text, reviews and schema markup
• The structured data on your site should ideally be used by LocalBusiness
• Grab some local backlinks from local blogs, news outlets or chambers.
• Make use of hyperlocal directories such as JustDial or Kerala-related business sites.

In conclusion, these are the best guides to do Local keyword research in 2025 with the latest trends, techniques and tools that will enhance you as a skilled professional while keeping you updated on these as well. Make sure to do some personal research and follow your intuition on what you think is the best. Not all strategy that works for you might be useful to others; therefore, be unique in your process. 

Aviv Digital Academy is one of the leading Digital Marketing Course in Calicut. We offer a wide variety of globally recognized certification programs that include SEO, SEM, SMM, Email Marketing and Inbound Marketing courses. For more details, Contact us at: +91 8156998844

What is Inbound Marketing?

Inbound marketing is a strategy that focuses on organically attracting customers or potential clients with the use of valuable content and content experience tailored to their interests. This could be anything, like informative or educational blog posts and other sorts of content. Key features of the Inbound marketing strategy include:

• Pulling the audience with quality and valuable content.
• Depends on tactics like SEO, content marketing, social media and so on
• Fosters long-term relationships and establishes trust
• Based on a user-centric and permission-based approach

Examples of Inbound Marketing

• Blog posts or articles that educate, inform, or solve user issues 
• Content that is well optimised for SEO and ranks high on Google
• YouTube videos such as tutorials, how-to guides and much more. 
• Downloadable resources that are free, such as eBooks or templates
• Live or recorded sessions of Webinars or podcasts to build trust and authenticity

What is Outbound Marketing?

Outbound marketing is a marketing strategy that makes use of traditional methods such as pushing a message or ad to a broader audience despite their negative or positive interest. 

• It tends to push the ads towards the audience
• Does paid ads, cold calls and mailing as well as promotes through TV/Radio ads or trade shows
• Less personalised and interruptive
• Immediate strategy, but its impact is short-lived

Examples of Outbound Marketing

• Most popular outbound strategies were once newspaper ads, though it’s not now due to the digital and technological growth, it is still relied on in some cases.
• TV commercials are now among the most popular outbound strategies
• Ads in popular social media platforms or search engines like Facebook or Google’s display ads
• Physical advertising, like Billboards and flyers on streets and busy spots, increases visibility and spreads brand awareness
• Cold emailing to likely prospects or a large audience 
• Sponsored posts on popular social media platforms like Instagram. Facebook (owned by or now known as Meta), X(formerly Twitter) and so on. 

Advantages and Disadvantages of Inbound Marketing

As the core rule of nature, every good thing comes with some sort of disadvantage. When it comes to inbound marketing strategy, these are its disadvantages: 

Let’s start with its advantages:

Advantages of Inbound Marketing

• Helps to build trust and authenticity for your business
• Ideal for long-term with sustainable and cost-effective solutions
• Attracts quality leads, in which the customers are already searching for you
• Refurbish brand loyalty and gain customers

Disadvantages of Inbound Marketing 

• After an effective execution, it takes time to showcase the result
• You’re forced to constantly and consistently create quality content
• Requires SEO, analytics and other knowledge like content strategy

Advantages and Disadvantages of Outbound Marketing

Advantages of Outbound Marketing

• One major advantage that outbound marketing offers is its exposure to a larger audience
• Ideal for brand new launches of any product or service
• Inbound marketing can be integrated after a while for retargeting
• Works for big industries or businesses with large sales cycles 

Disadvantages of Outbound Marketing

• The use of traditional media is expensive and is only worth affording for bigger goals
• Compared to inbound marketing or a few other strategies, outbound marketing offers lower conversion rates. 
• Disruptive nature 
• Likely not to build trust as it’s not that personal or connects emotionally. 

Which One Should You Choose?

Regardless of how great or effective marketing strategies are, they only work well when it is executed well or used in the right business or situations. Let’s see certain scenarios and what marketing strategy is the best or ideal for the requirement. You can use both and would be fine, but the table suggests the most ideal strategy to make the best out of it and the one which grants the best results according to analytics.  

Can you use both Inbound and Outbound Marketing?

The simple answer is yes! You can use both inbound and outbound marketing in your brand or business. But this also depends on your business size or goals as well. As a growing business that wants visibility and growth with minimal resources, Inbound marketing delivers the result. Outbound marketing is ideal for medium to large-scale businesses that can comfortably spend or have resources for getting larger audiences, but with a short-lived impact. Additionally, you can follow the right steps or procedure, helping you to switch from inbound marketing to outbound and Outbound marketing to inbound with qualified and skilled marketing professionals. 

In conclusion, Inbound and Outbound Marketing strategy is amongst the most effective digital marketing or marketing strategy in general. It is followed by numerous big brands and businesses. Though inbound marketing has fewer challenges compared to outbound marketing, both have their own advantages and disadvantages. Understanding your brand or business and its scenarios and implementing the right method will surely grow your business and increase its chances of success. Always research, stay informed and updated with new trends and tactics to push your business by using marketing strategies like these.

Aviv Digital Academy is one of the leading Digital marketing course in Calicut. We offer a wide variety of globally recognized certification programs that include SEO, SEM, SMM, Email Marketing and Inbound Marketing courses. For more details, Contact us at: +91 8156998844

What are Neurodesign?

Neurodesign, in simple terms, is the working of the brain for making better designs. This process is forming designs that are comfortable and captivating for the users. In UI/UX design, this is applied for a better design that improves the overall user experience. 

How do Neurodesign Principles in UI/UX Work?

A visually appealing design works with users in mysterious ways. Let’s see how Neurodesign principles in UI/UX design work effectively:

1. Quickly Grabs Attention

Research suggests that human brains tend to have a lower attention span, especially in today’s world of excess social media usage. Therefore, applying neurodesign principles in UI/UX design creates first impressions in Milliseconds. This is how attention is grabbed. As a beginner or expert designer, follow these steps:

• Simple, clear and bold headings
• Place and prioritise the important info at the top
• Limit the distractions by not adding too many elements 
• Use contrast and simple colours for eye comfort and guiding the eye.

2. Reduces Cognitive Load

Humans have the ability to perceive so much info at once if presented simply, but not when overwhelmed or stuffed. Make it minimal but include sufficient information. Steps followed by UI/UX designers include:

• Using fewer elements like menu items, fewer form fields, etc.
• Stuff information in a simple a digestible way.
• Use icons or other visuals instead of lengthy texts or other elements 

3. Evoke Memory With Familiar Patterns 

Resemblance is a strong feeling in the human brain and is therefore used as a highly effective Neurodesign principle in UI/UX Design. An incident like trends, a memory, or maybe a movie could be a great reference to evoke interest in the brain. 

• Microcopy and friendly language are ideal
• Use elements by animating or adjusting for positive feedback or success messages. This encourages the users 
• Trust is a crucial factor; therefore, build it with easy navigation and a clear design.

4. Maintain visual Hierarchy

Guide one’s brain by implementing proper visual hierarchy, as it is regarded as the eye of the brain. Conventional Visual hierarchy includes

• Highlighting by making items, elements, or information bigger emphasises key info.
• Using certain colours is likely to grab the users’ or audience’s attention.
• Utilising white space is a breathing room for the brain, and relaxing when it comes to overall design 

5. Reduce Anxiety

Another major use case of applying Neurodesign is the fact that it reduces anxiety or relaxes the users. To make this work, UI/UX designers make use of predictable but effective designs, making the brain work less to comprehend.

• Use concise CTA like “buy now”, “subscribe”
• To make the loading feel easy, add a loading or progress bar
• Avoid moving essential buttons when switching screens to avoid the user guessing, which causes microdiscomfort.

6. Instantly reward the brain with Microinteractions

Small visual or simple interaction feedback satisfies the brain’s reward system. Small tweaks like these are also an effective Neurodesign principle for UI/UX designers to make this work, piquant actions like:

• Slight animations while clicking, hovering or loading a button 
• Success checkmarks after completing a task 
• On mobile devices, a vibration or haptic feedback could also turn out to be effective. 

Why is Neurodesign Principle Useful in UI/UX Design?

Neurodesign principles application in UI/UX design complies with what works effectively for the brain, offering comfort and user experience. It understands how the brain thinks, feels and reacts. It completely avoids the idea of implementing what looks nice and seeing what works. Nowadays, Neurodesign principles in UI/UX design are turning out to be a trend. Expert UI/UX designers must learn this to stay relevant, and aspiring designers must enrol on the best UI/X designing courses to upgrade, stay updated and relevant and enhance their skills as a professional. 

When Should You Consider Neurodesign in UI/UX?

As you are aware of Neurodesign principles in UI/UX design and why it is useful, understanding when to use it is also crucial for a perfect execution and get the effective results it promises and make the best out of it. Here are some things to consider to understand when to use neurodesign in UI/UX design.:

• If you prioritise Conversion: Neurodesign in UI/UX design is effective, like for sign-ups, purchases or forms. This principle could be a huge advantage. 
• For attention-limited users: Some people prefer to do the deed or action, and that’s what only matters, but for some users, the visual appeal is a huge concern to take an action, and therefore, Neurodesign is essential if you have such an audience.
• Fostering emotional connection: Since the principles are wired with the brain, applying them to connect with the audience emotionally is essential if it matters to your business. In such cases, Neurodesign in UI/UX design is essential. 
• Lowering user frustration: At times when your user drops or tends to be confused, it might be due to cognitive overload. And therefore, the utilisation of Neurodesign is essential

The bottom line, Neurodesign design in 2025 in UI/UX is a trend that must be followed and learned by beginner to expert UI/UX designers. Since it concerns well with the brain and connects well, offering comfort and user satisfaction, implementing them also enhances user experience. Overall, these make the neurodesign principle a great add-on in a design, with the possibility to be also misused like manipulative design and so on. Therefore, understand everything and use it right to grow and enhance your brand or business. 

Aviv Digital Academy is one of the leading UI UX Design Course in Kochi. We offer a comprehensive curriculum designed to equip you with the skills and knowledge necessary to thrive in the design industry. Our programs provide a comprehensive Guide to become a UI/UX Designer, For more details, Contact us at: +91 8156998844

What is the Parallax Scrolling Effect?

Let’s start by understanding what Parallax scrolling is. Parallax scrolling effect is a web design technique in which elements in the background move at a different speed compared to the foreground while scrolling down the page. The effect creates a sense of motion and makes the websites or webpages feel dynamic and engaging. 

How does the Parallax Scrolling Effect Work

For nerds or curious folks, here’s how the Parallax Scrolling effect works:

• By relying on CSS and JavaScript, it influences the speed of the elements and their layers. 
• The background depth is diminished with images, textand other elements by adjusting the scroll rate.

Why do Webpages Implement the Parallax Scrolling effect?

This interactive effect is implemented for plenty of reasons, but some effective reasons are listed as follows.

• Make the brand or Business websites visually pleasing to the viewers.
• Turn usual or regular webpages to look and feel premium
• To make the user experience engaging for a longer time period
• It is also implemented to highlight a product, its features or tell your brand’s story. 
• Overall, it makes storytelling easy and enhances user experiences 

Benefits of Parallax Scrolling

Plenty of benefits and improvements in performance are known after using Parallax Scrolling on their website or specific webpages. These benefits contribute to key performance indicators and the success of a website. In simple terms, they are:

• Parallax scrolling engages visitors, as it sounds obvious, this matters because of the increased attention span of the users. Making them stay longer on the websites and reducing bounce rates.
• Better storytelling of the website interface adds meaning to the user experience and guides them through a journey.
• It invokes an aesthetic appeal, which is a major turn-on to users. They also make the site or page appear premium and modern.
• Another major advantage of the Parallax Scrolling effect is that it highlights key content or any info that the user must see 
• Implementing these could also help distinguish your site from your competitors and form a memorable experience. 

Disadvantages of Parallax Scrolling

Though Parallax scrolling offers advantages, it also comes with its own disadvantages such as slower loading, Mobile browsing issues and much more. Even if it’s not that much, understanding its drawbacks could put you in a position to better optimise or tackle these issues. Some drawbacks that could cause discomfort are as follows:

• Improper optimisation of parallax scrolling might cause slower loading, scrolling or even browsing speeds, affecting the user’s experience. This can also contribute to increased bounce rates. 
• It can also likely cause performance issues in mobile devices, which majorly affect user experience due to the fact that the majority of online users utilise mobile devices.
• For screen readers, in some instances parallax scrolling effect might make it challenging in terms of accessibility.
• Overall, these issues contribute to SEO and impact the ranking and making it uncrawlable for bots to present your content better. 

When to Use Parallax Scrolling?

Not always using this web design technique would grant effective results. You must know when to use parallax scrolling to make the best out of it. Some scenarios where you can use Parallax scrolling include:

• Parallax scrolling effect comes to best use for product landing pages, as it is a great way to present your products to the viewers
• For brands’ storytelling pages, as mentioned above and obvious can be enhanced through parallax scrolling effect.
• Another effective utilisation of the Parallax scrolling effect is for a personal or work Portfolio. It’s great to showcase your work or expertise with creativity. 
• You can also use it for event or campaign microsites.
• For high-end e-commerce stores, adding a parallax scrolling effect might enhance the customer experience, making it an ideal scenario in which to use the Parallax scrolling effect.

Tips for Implementing Parallax Scrolling 

In case you’re confused on how to implement the Parallax scrolling effect, follow these tips for best practices for the effect.

• Definitely ensure to keep it minimal and not overwhelm the user with piquant effects and smooth, simple movements. 
• Remember to optimise and make the effect and website for mobile friendliness and work effectively on multiple device screens.
• Optimise for performance by limiting unwanted elements, compressing the images, and limiting text to make it not bother the site speed.
• Present it in a storytelling way to take the user through a journey, for the scrolling effect feels meaningful
• Test the parallax effect on multiple browsers and in incognito mode. To ensure it works smoothly 
• Dont forget to not hide any elements or info behind the design or the scrolling effect.

Top Tools to Create a Parallax Scrolling Effect

Mentioned are a few tools you can use for your brand or business to implement or create a Parallax scrolling effect on your website or webpages. 

1. WebFlow is a tool that helps you create a Parallax scrolling effect without any code
2. WordPress plug-ins: WordPress are one of the most popular website development tools out there, with plug-ins available for wordpress, you can create the effects for your website made with wordpress. 
3. GSAP(GreenStock Animation platform) is an advanced JavaScript tool you can use to create animations. 
4. Scroolmajic is also a great option for scroll-based effects. It is a JavaScript library.

In summary, these are everything you need to know about the Parallax scrolling effect. Though it is not a necessity, adding effects might enhance your customers or clients’ user experience. It also has the capability to make the webpage visually appealing and feel premium while also adding an advantage over your competitors. Make sure you explore, research and try a few methods to see what works the best and make the best out of the parallax scrolling effect for an enhanced experience. 

Aviv Digital Academy is one of the leading UI UX Design Course in Kochi. We offer a comprehensive curriculum designed to equip you with the skills and knowledge necessary to thrive in the design industry. Our programs provide a comprehensive Guide to become a UI/UX Designer, For more details, Contact us at: +91 8156998844

What is a Podcast?

Let’s start by understanding what a podcast is, in simple terms, a Podcast is a digital audio or video file, nowadays conversational, that is a series of episodes for a specific audience or subscribers. The conversational genre or niche makes it engaging and emotionally connects with the audience well. Therefore, Podcast marketing is the use of audio or video podcasts.

What is Podcast Marketing?

As you know, what a podcast is lets us know about Podcast marketing. Podcast marketing is the use of audio or video podcasts to promote a brand, product or service. Types of Podcast marketing include sponsored podcast, where you sponsor a podcast for promotion,  advertise through other podcasts or become a featured guest on any popular podcasts or create your own podcast. 

Why does Podcast Marketing Matter?

The reason for implementing Podcast marketing for brands or businesses is the fact that it receives around 500+ million listeners globally, turning itself into a mainstream content platform. They tend to be long but detailed, connecting well with the audience. Podcasts tend to be interactive as well, making it an enjoyable and informative experience.

Types of Podcast

As mentioned, these are the three most popular types of podcasts, each of details:

• Self-Hosted Podcast: You can host your own podcast and discuss industry topics, share stories of your customers or interview them. Doing this lets you have a personal connection to the audience.
• Sponsored podcasts: This type of podcast involves paying for an ad or spots in a popular podcast tailored to your niche. Sponsored podcasts help by exposing your business to highly targeted or enthusiastic clients or audiences.
• Guests Podcasts: You appear as a guest in a popular podcast, speaking about your brand, business or resolving common queries and building strong customer foundations

How can Podcast Marketing Boost Your Business?

As you might be aware of what podcasts and Podcast Marketing are and why they matter, let’s also explore the benefits of implementing Podcast marketing for your business.

• Builds Authority and Fosters Deep Connections: A Podcast, compared to other forms of media or marketing strategies, is more effective and offers results. Since you are using real voice or video, if it’s a video podcast, it helps your brand claim authority, given your authenticity. 
• Hikes Organic reach: Podcasts are most listened to or found out via platforms like Apple Music, Spotify, Google, and especially YouTube. These are the most used platforms worldwide and increase organic reach by SEO, social shares and collaborations and much more. 
• Generates Quality leads: With consistent value episodes, you are likely to attract high-intent listeners for your business. You can offer them a free download, to get leads for your email lists or visit your website. 
• Capable of content Rotation: You can turn your podcast into a YouTube video, blog, or social media content like reels. Making podcasts and Podcast marketing a multipurpose content or strategy
• Low competition: A good podcast takes much more effort than making a YouTube video or social media content. Therefore, not everyone explores it, lowering the competition and making it an opportunity for farming high engagement. 

When Should You Consider Podcast Marketing?

Knowing when to implement one of the most effective marketing strategies is essential, as not doing so when needed or doing so when not needed might affect the growth and damage the strategy. Consider Podcast marketing when

• You have a product or service with a story that connects with your customers and audience
• If you want to build trust with your customers, you can implement Podcast marketing for your business
• You want to create a community to discuss your plan, understand what your audience needs, and a Podcast might be a stage to achieve this
• To expand your business and explore almost all marketing strategies to grow and reach a larger audience. 

Tips to Start Podcast Marketing 

You can’t just start a podcast marketing strategy right away until you make sure you follow these. Tips to get started with Podcast Marketing

• Know your niche and the needs of your audience for a great start. 
• Pick a Podcast format such as self-hosted, Solo, co-hosted or interview podcast.
• Publish content consistently on a regular timeframe, like weekly, monthly and so on
• This is an underrated tip, but invest in good audio quality and merchandise to maximise the audience experience.
• Make sure to promote across platforms to have a wider reach and visibility for your business.
• Make use of effective and strong CTA’s like or for Newsletter sign-ups and other offers

Conclusion

In summary, Podcast Marketing is among the most effective marketing strategies offering plenty of benefits for businesses, including visibility, brand authenticity, deep connection with the audience and much more. Knowing about it and implementing it wouldn’t do all the work unless you understand your needs and business. Implement a type of podcast suited to your needs and what suits your business. Stay relevant with updates to make the best out of the marketing strategy. A podcast marketing works well if you want to build trust in your brand, establish your identity and foster loyalty, Podcast marketing is the right option. 

Aviv Digital Academy is one of the leading Digital marketing course in Calicut. We offer a wide variety of globally recognized certification programs that include SEO, SEM, SMM, Email Marketing and Inbound Marketing courses. Our programs provide a comprehensive Guide to digital marketing, ensuring you master essential skills. For more details, Contact us at: +91 8156998844

What is the Push Strategy in Marketing?

As the name suggests, push strategy involves pushing the product or service directly to the customers. This effectively comes into play when the brand awareness is low, it takes the product or service from the manufacturer or source to wholesale, then to retail, all the way to consumers. It leans towards a traditional style of marketing.

Common Push Strategies

• Hosting a trade show or expo
• Putting it on display for sale
• Offering discounts and commissions for retailers 
• Direct selling
• Implementing a spiking sales via SMS or email marketing 
• Paid Ads with strong Call-to-Action

What is the Pull Strategy in Marketing?

In the Pull strategy, businesses and brands establish branding while increasing visibility and awareness. Brands create demand for their products, and customers desire to claim them. As its name suggests, the Pull strategy attracts customers instead of pushing the product or services to scale up. It is relied on by popular brands such as Apple.

Popular Push Strategies 

• SEO and content marketing are done online
• Strong social media presence 
• Marketing or promoting via influencers
• On a higher level, implement PR for larger brands or businesses 
• Create a brand storytelling
• Word of mouth, like customer reviews or ratings

Differences Between Push and Pull Strategies 

By reading so far, you might have understood what the Push and pull marketing strategy is. Now let’s look at the key differences between them to know what works and what doesn’t in certain situations for your brand or business.

Why are Push and Pull Strategies Useful for Businesses and Brands?

Understanding the strategies is good, but understanding their benefits is better, and gives you an insight into what to expect or where to implement. Here are the benefits of both Pull and Push strategies: 

Push Marketing Strategy Benefits

• Product visibility: As mentioned, when it comes to push vs pull marketing strategy, the Push strategy increases or establishes product visibility and that too quickly.
• Inventory movement: Pushing directly ensures an efficient flow of product moving from inventory, like a Manufacturer to a wholesaler and to the retailer and so on.
• Instant results: Like quick visibility and establishment, push strategies also provide immediate results in sales, probably increasing it.
• Another benefit is the easy to quick launch of products and clearing the inventory with the increased sales. 

Pull Marketing Strategy Benefits

• Builds a strong customer base:  The branding and status build create loyalty among customers
• Enhances brand equity: Being a popular and established brand ensures fairness and impartiality, benefiting the brand or business
• Creates demand: The brand value creates demand for the product or service, making it a desirable choice among competitors and in the market
• Overall, pull marketing strategy is ideal for long-term growth and success as well as a sustainable way of maintaining a healthy brand or business.

What is the Ideal Marketing Strategy for Businesses?

Not always do push vs pull marketing strategies work for all brands or businesses. Other cases include Push marketing strategies that work but pull marketing strategies don’t, and vice versa as well; therefore, finding an ideal marketing strategy is essential for a successful marketing campaign.

• For new brands based on products, it’s ideal to push the products on a proper flow, especially for products that are needed on a daily basis. 
• For other products or services on a larger scale, attracting customers is ideal. Brands like the tech giants Apple and popular beverage company Coca-Cola utilise this strategy to hike sales without pushing the product
• Often, making use of both push strategy and pull strategy (hybrid strategy) is also effective for a brand or business that requires it. 

Example:  A skincare product is pushed to the customers in store or offline, and digitally, it pulls the customer mainly online via influencer marketing, strong social media presence and much more. 

In truth, you can implement both as a hybrid strategy based on your business requirements, and it is completely possible and sustainable.

How to Implement Push and Pull Strategy?

Understanding the push and pull marketing strategy could significantly grow your business. It assists in building brand awareness, optimises product visibility, increases sales and lets you claim an identity. Implementing these effective marketing strategies depends and you must follow steps like

• Understand what stage your business is in, if it’s beginning, push strategy is ideal, and if it is an already established business, go for the pull strategy
• Know your product type. Certain products are ideal for push marketing and a few others for pull marketing. 
• Analyse the behaviour of the target audience to know which strategy to utilise. 
• Be aware of the trends, Market competition and stay updated to use the strategy to its best.

Final thoughts

Push and pull marketing strategy is amongst the most effective marketing strategies for businesses. If used right and understood well, it aids in growing organic reach and brand building, as well as helping you establish or maintain your already established brand. You can either learn these techniques or implement them with the help of an expert marketer for your business. Push vs Pull marketing strategies aid both small, medium, to large-scale businesses. Do explore other techniques or marketing strategies to grow your business while making use of this marketing strategy for the best for your business.

Aviv Digital Academy is one of the leading Digital Marketing Course in Calicut. We offer a wide variety of globally recognized certification programs that include SEO, SEM, SMM, Email Marketing and Inbound Marketing courses. For more details, contact us at: +91 8156998844

How to bid then? Take a stretch on your budget, boosting conversions, and placing your ads at the right time and right place. In this article, we’ll break down everything you need to know about Google Ads Bidding Strategies and choose the best one for your goals. 

What is Google Ad Bidding?

The process of setting on how much you’re willing to pay for a user to take a specific action is referred to as Google Ad Bidding. The actions could be clicks on your ad, views of your videos, or actions specific to conversions on your website. This is how Google Ads works. 

Every time, as someone searches on Google or visits a site in the Google Display Network, an auction takes place behind the scenes to decide how ads will be displayed and in what order. Bid thus becomes a key factor in this auction, with your quality and relevance of your ads. 

Types of Google Ads Bidding Strategies

There are generally three types of Google Ads bidding strategies- manual, automated and smart bidding. 

Manual bidding strategies refer to the manual adjustment of bids, which are done by yourself, with no amount of automation from the part of Google Ads at the keyword or ad group level. You only need to specify the maximum amount at you will pay for a click on your ad for a keyword. It essentially requires consistent efforts and attention so that campaigns are regarded as effective.

Automated bidding strategies have the backing of Google Ads for bidding on ads. These bids are optimised by Google Ads by using its machine learning so that it also meets the goals of your campaign. It is best to use when time on bidding can be saved without hindering the ad’s performance. 

Smart bidding strategies are also known as “auction-time bidding” and come under the umbrella of automated bidding strategies. It is automated in the sense that optimisation of bids is for maximising the conversions or conversion value during every auction. Smart bidding strategies include tCPA, tROAS, maximise conversions and conversion values, and enhanced CPC. 

Key Factors Influencing Google Ads Bidding

There are certain factors that Google considers for choosing the winner in each of the auctions. They can be listed as follows:-

• Max cost per click(CPC): The maximum amount of money you are willing to pay. 
• Quality Score:  shows the quality and relevance of an ad depending on the expected click-through rate, relevance, and landing page experience. 
• Search Context: Factors like search terms, location, search time, and device type for displaying the relevant ads. 
• Auction Competitiveness: Ads with similar ad ranks compete closely for placement, leading to higher CPCs. Any gap in rank can easily for the other party, and they may need to pay more for the spot.
• Ad Rank thresholds: minimum standards for ad quality and relevance, regardless of how much you bid. 
• Ad assets and formats impact: Ads are more appealing when ad assets like phone numbers or additional links are included. Google Ads thus predicts how these assets and formats have an impact on your ad’s performance. 

What are the Best Google Ads Bidding Strategies To Use?

Nowadays, bidding strategies for Google Ads are quite a necessity to maintain the health of ad performance. So what could be those strategies? Let’s figure it out. 

1. Manual CPC Bidding

If you’re familiar with manual cost-per-click bidding strategy, there is something you may have known. With this strategy, you have the say to set the maximum amount you’re willing to pay for every click, besides having full control over your budget and bids. For every new advertiser, this is one of several bidding strategies in Google Ads. The sole reason is that their campaigns are much focused on traffic and ad spend. 

How does it work?

You set the maximum amount you’re willing to pay for each click, either at the keyword level or ad group level. Then monitor the campaign performance and manually adjust bids to improve results or control costs. This bidding is available in Google Search and Display Networks. 

Pros:-

• The highest level of control over individual bids.
• Respond to quick market changes or data from campaigns.
• Ideal for campaigns with clear, high-performing keywords. 

Cons:-

• Requires constant oversight and thus consumes time excessively. 
• Imposes a risk of under-/overbidding in case of mismanagement. 
• No use of Google’s machine learning. 

2. Enhanced CPC Bidding

Enhanced cost-per-click bidding is like an extension to the manual CPC bidding strategy. The advertisers can use Google’s machine learning to expand their manually chosen maximum CPC bids for users. The only idea implied is that of maximum bidding for users it thinks have a higher chance of conversion and lower bids when conversion is less likely to occur. It’s thus a semi-automated strategy helping you balance manual control and automation. 

How does it work?

It automatically adjusts your manual bids during each ad auction to help you boost conversions. By using real-time signals like the user’s device, location or time, it decides whether to lower your bid or to raise it.  It usually keeps average CPC below the maximum bid, yet it can outrun that limit if the chances for conversion are high enough. It also works on both the Google Search and Display Networks. 

Pros:-

• Balances manual control and automation.
• Prioritises high-value clicks. 
• Provides more manual control compared to strategies like tCPA and tROAS. 
• Doesn’t need explicit CPA or ROAS targets

Cons:-

• Tracking conversions is crucial to see the best results. 
• Occasionally does it exceeds your maximum CPC. 

As of March 2025, Google has removed this bidding option, and even if you click on it, the bidding option would switch to manual CPC bidding. 

3. Cost-per-thousand Impressions Bidding

CPM bidding strategy revolves around bidding and paying for every thousand impressions an ad receives, with garnering exposure becoming the key idea. For advertisers who have come around a tight budget and are also a new venture, CPM can be very useful. Campaigns for brand awareness, video ads, and Google Display Networks can be targeted for CPM bidding. 

How does it work?

For every thousand impressions, you should set an average cost that can be paid. The ads will be visible on YouTube or Display, and once they are shown, you’re charged, without any engagement or skips. Like that, ads reach a vast audience across the Display Network, boosting visibility and recognition of brands. There is another variation of CPM called the vCPM(viewable CPM), with which you can pay only when the user just gets to see the ads. 

Pros:-

• Maximised reach and brand exposure.
• Effective in managing costs for awareness campaigns. 

Cons:-

• Doesn’t guarantee engagement or conversions. 
• Efforts can be wasted when the cost is spent on uninterested viewers. 

4. Target Cost-per-action Bidding(tCPA)

Target CPA bidding in Google Ads is for those advertisers who are setting a maximum cost for every new customer acquisition from ad campaigns, that is striving for conversions rather than just the impressions or clicks. The maximum cost is also referred to as the average cost per action. As an automated bid strategy, you should have a very clear target for ROI and the value of each conversion for your business. 

How does it work?

Based on your targeted CPA, Google Ads will set bids with conversions at its core. It adjusts the bids in real time using historical data and signals like device, location and time.  While some conversions could cost more, and some less, Google Ads tries to balance them to match your average CPA over time. 

Pros:-

• Automates bids for ROI
• Maximise conversion within your budget. 
• Tracks conversion data to avoid unprofitable clicks. 

Cons:-

• The actual CPA is influenced by external factors, like changes to websites or shifts in market competition. 
• New campaigns or ones with lower conversion volumes could not use this bidding, as historical conversion data is not available for them. 
• More than double the tCPA is required for bidding. 
• No option to set a maximum CPC for campaigns, but could be used for portfolio strategies. 

5. Target Return on Ad Spend Bidding (tROAS)

It’s a smart bidding strategy that optimises bids to maximise conversion value based on your desired return on ad spend(ROAS). This bidding strategy is suitable for advertisers promoting multiple products ot varied conversion values with specific ROI targets. Among the automated bidding strategies, this one uses auction-time bidding, for which Google will be optimising for conversion in every auction. 

How does it work?

First of all, set a target ROAS, i.e, the amount of return relative to the amount of ad spend. Google uses AI and real-time signals to adjust the bid, which is aimed at increasing revenue in relation to the cost it has incurred for the advertiser. 

Pros:-

• Maximised revenue at desired ROI. 
• Automates bids using real-time signals and conversion value. 
• Great for eCommerce with varying product margins. 

Cons:-

• Needs at least 15+ recent conversions for accuracy. 
• Requires accurate conversion value tracking.
• May reduce spend to meet ROAS goals, even if revenue potential exists. 

6. Maximise Conversions Bidding 

This is a fully automated bidding strategy that utilises your entire budget to get the highest number of conversions without focusing on targeting a specific ROI or CPA. This bidding strategy is a great option for those advertisers who are looking forward to maximising leads or sales volume without a strict cost-per-action target. 

How does it work?

During every auction, the campaign’s past performance is analysed and real-time signals are tracked. Then, bids are adjusted to drive many conversions within the available budget. 

Pros:-

• Aims to utilise as much daily budget as possible to drive conversions. 
• Adapts quickly to search behaviour and competition changes. 

Cons:-

• There is a risk that overspending raises the CPA or lowers ROAS. 
• Campaigns with specific ROI goals like target CPA or ROAS. 

7. Target Impression Share Bidding

Target impression share bidding strategy is about maximising your ad’s visibility on Google Search, which is known for brand awareness campaigns. It is firm in placing ads at the top of the page, at the highest position or among the higher positions.  

How does it work?

After setting a target impressions share, decide where your ad should appear. Google will adjust bids to meet your goal. 

Pros:-

• Ideal for branded terms or dominating search visibility. 
• Ensures consistent ad appearance in desired positions.
• Supports brand presence in competitive searches. 

Cons:-

• It can be costly in competitive markets. 
• Not optimised for clicks or conversions- but for visibility. 

8. Maximise Clicks Bidding 

 As the name suggests, this bidding strategy aims to get the most clicks possible within your daily budget, which is also great for driving traffic. It is indeed useful when you already have a good conversion performance and in the path to drive more. 

How does it work?

Google automatically sets bids to generate the highest number of clicks. Then set a maximum CPC bid limit to control per-click costs. 

Pros:-

• Ideal for traffic-focused campaigns.
• Great for generating website visits. 
• Can reduce average CPC and search impression share(SIS)

Cons:-

• Lower quality of clicks and conversions. 
• Less effective for conversion-driven campaigns
  

9. Cost-per-view Bidding

Cost-per-view bidding is a strategy in Google Ads mainly for video campaigns and platforms like YouTube. Therefore, you only need to pay for the number of views for every video ad, and when they interact, by clicking on a link, a call-to-action overlay. 

Pros:-

• You only need to pay for engagement and not for anyone who skips out. 
• Good for video interaction campaigns.
• Great for raising awareness affordably. 

Cons:-

• Not meant for direct conversions or website traffic. 
• Views don’t guarantee conversions.
• A full 30-second ad can get skipped, and short is better. 

Conclusion

In this article, we have covered potential topics for Google Ads bidding- what it is, types of bidding and also the factors that play a significant role in bidding. As a guide, we have covered the essential Google Ads bidding strategies in particular. 

Aviv Digital Academy is one of the leading Digital marketing course in Calicut. We offer a wide variety of globally recognized certification programs that include SEO, SEM, SMM, Email Marketing and Inbound Marketing courses. Our programs provide a comprehensive Guide to digital marketing, ensuring you master essential skills. For more details, Contact us at: +91 8156998844