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B2B vs B2C Digital Marketing: How do they differ?

the key differences between B2B and B2C Digital Marketing

In the world of digital marketing, the approaches for Business-to-Business (B2B) and Business-to-Consumer (B2C) companies are vastly different. While both rely on online strategies to drive growth, their target audiences, sales cycles, and engagement methods are distinct. Understanding these differences can help marketers refine their approach and maximize effectiveness.

This article explores the core differences between B2B and B2C digital marketing, covering strategies, channels, goals, and optimization techniques.

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B2B vs B2C Digital Marketing: Comparison Table

Factor	B2B Digital Marketing	B2C Digital Marketing
Target Audience	Businesses, professionals, decision-makers	Individual consumers
Sales Cycle	Long, involves multiple decision-makers	Short, often impulse-driven
Decision Process	Logical, value-driven, multi-step	Emotional, instant gratification
Content Strategy	Educational, in-depth (whitepapers, case studies, webinars)	Engaging, visual (videos, social media, influencer marketing)
Marketing Channels	LinkedIn, SEO, email marketing, webinars	Instagram, Facebook, TikTok, Google Ads
Affiliate Marketing	Uses industry experts, business consultants, and thought leaders for referrals	Relies on social media influencers, bloggers, and discount-driven affiliates
Social Media Channels	LinkedIn, Twitter, YouTube for industry insights and networking	Facebook, Instagram, TikTok for engagement and storytelling
Organic Social Strategy	Blogs, case studies, thought leadership on LinkedIn	Viral trends, short-form videos, influencer-driven content
SEO Strategy	Focuses on long-tail keywords, industry-specific content, and backlinking	Prioritizes high-volume keywords, product-driven content, and visual search optimization

What is B2B Digital Marketing?

B2B digital marketing focuses on reaching businesses and professionals who make purchasing decisions for their organizations. This type of marketing requires a more educational, value-driven approach, as purchasing decisions involve multiple stakeholders and longer sales cycles.

Key Characteristics of B2B Marketing:

Focuses on logical and value-driven decision-making.
Longer sales cycles with multiple touchpoints.
Emphasizes relationship building and trust.
Content is more detailed and industry-specific.
Uses platforms like LinkedIn, industry blogs, and email marketing.

Examples of Companies Using B2B Digital Marketing:

HubSpot: Uses inbound marketing to attract businesses through content marketing and automation.
Salesforce: Leverages webinars, whitepapers, and LinkedIn campaigns to reach enterprise clients.
IBM: Uses SEO, account-based marketing, and AI-driven digital campaigns to target corporate buyers.

B2B Digital Marketing Strategies

B2B digital marketing involves multiple strategies, channels, and platforms tailored to target businesses and professionals. Below is a detailed breakdown of key strategies and how they contribute to B2B success.

1. Content Marketing

Platforms Used: Blogs, Whitepapers, E-books, Webinars, LinkedIn Articles

B2B buyers require in-depth, educational content to make informed purchasing decisions.
Blogs and industry reports establish authority and improve search engine rankings.
Webinars and case studies help demonstrate expertise and product effectiveness.

Example:

HubSpot provides free marketing resources and courses to attract business professionals.
Adobe shares in-depth case studies on how its software benefits enterprises.

Metrics to Track: Organic traffic, engagement rate, lead form submissions, time spent on page.

2. Search Engine Optimization (SEO)

Platforms Used: Google, Bing, LinkedIn, Company Websites

B2B SEO focuses on long-tail keywords and industry-specific search terms.
High-quality backlinks from reputable industry sources improve domain authority.
On-page SEO optimization ensures content is relevant to target audiences.

Example:

Salesforce optimizes product pages and blog content for CRM-related keywords.
IBM ranks for AI and cloud computing solutions with technical content.

Metrics to Track: Keyword rankings, organic traffic, bounce rate, conversion rate.

3. Email Marketing & Marketing Automation

Platforms Used: HubSpot, Marketo, Pardot, Mailchimp

Email marketing nurtures leads through personalized workflows and sequences.
Automated email campaigns help move prospects down the sales funnel.
B2B emails focus on industry insights, product benefits, and case studies.

Example:

LinkedIn sends personalized email newsletters with professional insights.
Pipedrive nurtures leads with automated email sequences tailored to sales teams.

Metrics to Track: Open rate, click-through rate (CTR), conversion rate, unsubscribe rate.

4. LinkedIn & Social Media Marketing

Platforms Used: LinkedIn, Twitter, YouTube, Reddit

LinkedIn is the primary platform for B2B marketing, featuring thought leadership content and professional networking.
Twitter is used for industry news, while YouTube offers product demos and case studies.
Reddit and industry-specific forums help in engaging niche business communities.

Example:

Microsoft uses LinkedIn to share business solutions and leadership content.
Slack utilizes YouTube tutorials to educate businesses on its collaboration tools.

Metrics to Track: Engagement rate, follower growth, lead generation from social campaigns.

5. Account-Based Marketing (ABM)

Platforms Used: Demandbase, 6sense, Terminus, LinkedIn Ads

ABM focuses on personalized marketing campaigns targeting specific high-value accounts.
Custom content, email campaigns, and retargeting ads nurture enterprise-level prospects.
Uses AI-driven platforms like Demandbase to identify and prioritize high-value leads.

Example:

Oracle employs ABM strategies to target Fortune 500 companies with tailored messaging.
SAP uses personalized landing pages and email sequences for enterprise decision-makers.

Metrics to Track: Engagement rate per target account, deal size, pipeline acceleration.

6. Paid Advertising (PPC & Display Ads)

Platforms Used: Google Ads, LinkedIn Ads, Display Networks

LinkedIn Ads enable B2B marketers to target professionals based on job title, industry, and company size.
Google Ads promote business solutions via search ads, remarketing, and display networks.
Programmatic display advertising helps reach specific business audiences at scale.

Example:

Zoom runs LinkedIn Ads targeting IT managers and enterprise teams.
AWS uses Google Ads to target businesses searching for cloud solutions.

Metrics to Track: Cost per click (CPC), conversion rate, return on ad spend (ROAS).

7. Webinars & Virtual Events

Platforms Used: Zoom, ON24, GoToWebinar, LinkedIn Live

Webinars provide deep-dive discussions on industry topics and solutions.
Virtual events connect businesses with experts and generate high-quality leads.
Follow-up email campaigns nurture webinar attendees into potential customers.

Example:

Cisco hosts webinars on cybersecurity trends for IT professionals.
Gartner runs industry-focused virtual events for executives and decision-makers.

Metrics to Track: Registrations, live attendees, lead conversion rate.

8. Affiliate & Influencer Marketing

Platforms Used: Partner Websites, Industry Blogs, Thought Leaders on LinkedIn

B2B affiliate programs involve industry experts and tech influencers promoting solutions.
Influencers on LinkedIn and YouTube provide in-depth product reviews and recommendations.
Partnered content on business blogs and trade publications enhances credibility.

Example:

Shopify Plus collaborates with e-commerce consultants and agencies for referrals.
SEMrush partners with SEO influencers to drive platform sign-ups.

Metrics to Track: Referral traffic, conversion rate from affiliate links.

What is B2C Digital Marketing?

B2C digital marketing targets individual consumers who purchase products or services for personal use. The goal is to create emotional connections and drive immediate sales through engaging content and promotions.

Key Characteristics of B2C Marketing:

Focuses on emotional and impulse-driven decision-making.
Shorter sales cycles with fewer touchpoints.
High reliance on visual content, ads, and influencer marketing.
Uses platforms like Instagram, Facebook, TikTok, and Google Ads.
Prioritizes engagement, entertainment, and promotions.

Examples of Companies Using B2C Digital Marketing:

Nike: Leverages influencer marketing, Instagram ads, and storytelling campaigns.
Amazon: Uses Google Shopping campaigns, SEO, and email marketing for personalized offers.
Coca-Cola: Focuses on brand storytelling and viral social media content.

Shopping Campaigns in B2C Digital Marketing

Shopping campaigns are crucial in B2C digital marketing, primarily on Google Ads and Facebook Ads.

Google Shopping Campaigns:

Showcase product images, prices, and store names directly in search results.
Use Google Merchant Center to list and manage product inventory.
Run on a cost-per-click (CPC) model, driving traffic to e-commerce stores.
Effective for high-intent buyers actively searching for products.

Facebook Shopping Campaigns:

Utilize Facebook and Instagram Shops for seamless in-app purchases.
Use dynamic ads that retarget users based on past interactions.
Offer catalog-based ads for personalized recommendations.
Ideal for visual-driven sales and impulse purchases.

B2C Digital Marketing Strategies

B2C digital marketing leverages various online channels to engage and convert consumers quickly. Below are the most effective strategies for B2C brands.

1. Social Media Marketing

Platforms Used: Facebook, Instagram, TikTok, Twitter, YouTube

Engages consumers through visually appealing and viral content.
Uses influencer collaborations to increase reach and credibility.
Leverages paid social ads for precise audience targeting.

Example:

Coca-Cola runs emotional ad campaigns on Instagram and Facebook.
Sephora uses TikTok for beauty tutorials and influencer partnerships.

Metrics to Track: Engagement rate, follower growth, social shares, click-through rate.

2. Search Engine Optimization (SEO)

Platforms Used: Google, Bing, YouTube, Website Blogs

Focuses on high-volume, short-tail keywords to attract organic traffic.
Uses engaging and keyword-rich product descriptions.
Prioritizes local SEO and mobile optimization for better user experience.

Example:

Zappos optimizes product pages for high-converting keywords.
BuzzFeed ranks for viral content topics through strategic SEO.

Metrics to Track: Organic traffic, keyword rankings, click-through rate (CTR), conversion rate.

3. Paid Advertising & Shopping Campaigns

Platforms Used: Google Ads, Facebook Ads, Instagram Ads, TikTok Ads

Google Shopping Ads showcase products with pricing and images directly in search results.
Facebook and Instagram Ads use carousel and video formats to engage consumers.
Retargeting ads bring back visitors who abandoned carts.

Example:

Amazon runs dynamic retargeting ads on Google and Facebook.
H&M uses Instagram Shopping Ads to drive direct purchases.

Metrics to Track: Cost per click (CPC), return on ad spend (ROAS), conversion rate.

4. Influencer & Affiliate Marketing

Platforms Used: Instagram, YouTube, TikTok, Blogs

Influencers promote products through engaging content and authentic recommendations.
Affiliate marketers drive sales through commission-based referrals.
UGC (User-Generated Content) increases trust and credibility.

Example:

Gymshark partners with fitness influencers on Instagram.
Airbnb collaborates with travel bloggers for organic promotions.

Metrics to Track: Engagement rate, referral traffic, affiliate conversions.

5. Email & SMS Marketing

Platforms Used: Klaviyo, Mailchimp, SMS platforms, CRM systems

Email marketing nurtures leads with personalized promotions and product recommendations.
SMS campaigns offer time-sensitive discounts and reminders.
Automated abandoned cart emails increase conversions.

Example:

Starbucks sends personalized rewards and offers via email and SMS.
ASOS sends discount reminders and exclusive deals via mobile notifications.

Metrics to Track: Open rate, click-through rate (CTR), conversion rate, cart recovery rate.

6. Video & Content Marketing

Platforms Used: YouTube, TikTok, Instagram Reels, Blogs

Video marketing is crucial for product demonstrations and brand storytelling.
Short-form content (Reels, TikToks) drives engagement and virality.
Blogging and how-to guides improve SEO and attract organic traffic.

Example:

GoPro shares user-generated action videos on YouTube.
IKEA creates home decor tutorials and shopping guides.

Metrics to Track: Video views, watch time, engagement rate.

7. Personalization & AI-driven Marketing

Platforms Used: AI-driven recommendation engines, Chatbots, CRM systems

Personalized recommendations increase purchase intent.
AI chatbots enhance customer support and engagement.
Data-driven insights improve customer journey and product discovery.

Example:

Netflix uses AI-driven recommendations to keep users engaged.
Spotify curates personalized playlists based on listening habits.

Metrics to Track: Customer retention rate, engagement rate, conversion rate.

Key Differences Between B2B and B2C Digital Marketing

1. Target Audience & Decision-Making Process

B2B: Targets businesses and professionals, often requiring approval from multiple stakeholders.
B2C: Targets individual consumers who make quick purchasing decisions.

2. Sales Cycle

B2B: Longer, with multiple touchpoints, demos, and negotiations.
B2C: Shorter, often involving impulse purchases.

3. Content Strategy

B2B: Focuses on educational, value-driven content such as whitepapers, case studies, and webinars.
B2C: Uses visually appealing, entertaining content like social media posts, videos, and promotions.

4. Marketing Channels

B2B: Primarily uses LinkedIn, industry blogs, email marketing, and SEO.
B2C: Leverages social media (Instagram, Facebook, TikTok), paid ads, and influencer marketing.
Affiliate Marketing: In B2B, affiliate marketing involves industry experts, thought leaders, and business-related platforms to promote products with in-depth reviews and case studies. In B2C, it relies on influencers, bloggers, and social media affiliates who drive quick sales through engaging promotions and discounts.

5. SEO Strategy

B2B: Focuses on long-tail keywords, thought leadership content, technical SEO, and backlinking from industry-specific domains.
B2C: Prioritizes high-volume, competitive keywords, product-driven content, and image/video optimization for e-commerce rankings.

6. Social Media Channels

B2B: Heavily relies on LinkedIn, as it is the most effective platform for professional networking and thought leadership. Twitter and YouTube are also used for sharing industry insights and webinars.
B2C: Uses Facebook, Instagram, TikTok, and Pinterest to engage users with visually appealing content, entertainment, and influencer partnerships.

7. Organic Social Strategy

B2B: Focuses on publishing blog posts, whitepapers, industry reports, and case studies on LinkedIn and Twitter to establish authority and credibility.
B2C: Relies on storytelling, viral trends, user-generated content, and short-form videos to maximize engagement and reach.

8. Metrics Comparison

Metric	B2B Marketing	B2C Marketing
Click-Through Rate (CTR)	Generally lower due to niche audiences	Higher, as ads are designed for mass appeal
Cost Per Click (CPC)	Higher, as competition for niche keywords is strong	Lower, but can vary based on industry and competition
Cost Per Lead (CPL)	High, as B2B leads require more nurturing	Lower, as consumer purchases are quicker
Conversion Rate (CVR)	Lower, due to longer decision-making cycles	Higher, as purchases are more immediate
Customer Lifetime Value (CLV)	High, due to long-term business relationships	Lower, as consumers often make one-time purchases

8. Engagement & Conversion Strategy

B2B: Focuses on lead nurturing, relationship-building, and thought leadership.
B2C: Encourages quick engagement and purchases through discounts and storytelling.

9. Marketing Enrichment Tools

B2B:

Demandbase: Enhances account-based marketing (ABM) strategies through AI-driven insights.
6sense: Uses predictive analytics to identify high-intent leads.
Metadata.io: Automates B2B advertising for demand generation and account-based marketing.

B2C:

Google Analytics: Provides insights into consumer behavior and website performance.
Facebook Pixel: Tracks user actions and optimizes ad targeting.
Klaviyo: Specializes in email marketing automation for e-commerce brands.

Conclusion

Both B2B and B2C digital marketing have distinct approaches, channels, and optimization techniques. By understanding these differences and optimizing strategies accordingly, businesses can maximize their digital marketing effectiveness and drive growth in their respective domains.

Which marketing model do you focus on—B2B or B2C? Share your insights in the comments!

Mindless is an such agency where the digital marketing specialists have worked with multiple B2B and B2C companies. They understand the nuances of both marketing strategies and how to implement each successfully across channels such as Google Ads, SEO, Facebook, Instagram, LinkedIn, ABM, Affiliates and others. Specialists at Mindless have worked with 250+ clients including 200+ hotels and multiple global B2B organizations and scaled the online presence of several businesses while increasing their clientele, revenue and performance..

If your business is facing the challenge in optimizing SEO or Google Ads, Social Media, or other paid media channels, then book a free consulting session with our experts and find out how we can help your business achieve new heights.

You can also mail us on sales@mindless.digital for any queries.

About the author:

Pragun Jain is a seasoned digital marketer who has worked with over 500+ businesses ranging from billion dollar SAAS enterprises to 5-star hotel chains, doctors, politicians, SAAS companies, restaurants and retail stores. He has managed over USD 75M in paid media spend across Google Ads, Meta Ads, LinkedIn Ads and other digital marketing channels.

You can visit his LinkedIn profile here.

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February 7, 2025

B2B Digital Marketing for SAAS Companies – Insider Strategies

In this digital world, SAAS companies base their growth on digital marketing – from outreach and traffic to ABM (account based marketing) and retargeting. The channels and strategies for B2B digital marketing for SAAS enterprises are quite different. While a part of focus is on Google Ads and Meta Ads, most of the focus shifts to SEO, LinkedIn Ads, Email, Affiliate marketing, Content Syndication, and retargeting or funnel nurturing via GDN, Newsletters, and YouTube.

Furthermore, in my experience, B2B digital marketing is slightly less volatile or dynamic than B2C digital marketing. You may ask how? For B2B, you don’t need to push so many different ads for each event or festival, you also don’t need to make changes as often as you need to for B2C. Some of the reasons behind this are the long sales cycles in B2B and the lesser number of offers that need to be advertised. The negotiation on pricing happens during the sales funnel phase. Many channels and campaigns such as Affiliates and content syndication have longer runtimes and shelf life.

Do you have a monthly media spend of more than $50k? Get your ads managed at just 5% media fee by certified experts handling over $1M per month for billion dollar global enterprises.

Click here to schedule a free demo

B2B Digital Marketing Strategies for SAAS Companies

Understanding B2B Digital Marketing for SAAS Companies

Now while all that makes management of B2B digital marketing campaigns relatively easier, there is another side to this coin. The data analysis and optimization depends on channel, website as well as funnel tracking which is very different than just placing tags or pixels on a website to track from clicks to RoAS in the platform itself. Then, on the analysis side, you need to look into both in-period and cohort data due to the monthly nature of sales and lengthy sales cycles. And don’t forget about the ABM part of B2B digital marketing – which we will discuss in detail later.

The CPCs for B2B campaigns are much higher compared to B2C campaigns. While a B2C campaign click costs between $2-5, a B2B campaign click costs between $10-20. That is 10x.

The conversion rates are a mix of platform CVR for leads and funnel CVR for deals. The revenue is not just a one time sale but a recurring revenue over years. The overall LTV and ACV (annual contract value) is much more important while making decisions on which platforms to choose and which campaigns to scale.

I will be discussing all this in detail in this blog based on my own experience of working with two global multi-billion dollar B2B SAAS enterprises. Having spent over $30 million in B2B campaigns in the past 3 years, I now have some pretty good insights into these campaigns – both performance and management. I will also be sharing the names of multiple vendors which can help you scale your affiliate & content syndication programs as well as webinars. So Stay tuned!

How does B2B Digital Marketing differ from B2C?

Now let’s go through some further details on the digital marketing activities necessary for medical and healthcare professionals.

In most cases this is Lead Generation. In some cases it is online sign up and payment.
The channels in B2B vary a lot from B2C – more focus on LinkedIn, Affiliate, Newsletters and Listicles/Review Sites
ABM (Account based marketing) while targeting TALs (Target account lists) is something unique to B2B digital marketing. This is done on multiple channels including Meta, LinkedIn, and Affiliates, sometimes using specialized SAAS tools such as 6Sense, Demandbase, Metadata and more.
The CPCs are comparatively much higher – $10-20 for B2B vs $2-5 for B2C
Sales Funnel – The leads go through a rigorous nurture and sales process before finally converting
This results in a high CAC (Cost of Acquisition) as it includes cost of sales team
The CVR is also much lower in case of Click>Lead>Sales Funnel>Deal funnel in B2B vs Click>Purchase in B2C
RoAS is not based on just a one time purchase but is based on customer LTV

B2B Digital Marketing Channels & Traffic Sources

Sources	Platforms Included	Importance	Retargeting?
Paid Search	Google Ads, Bing Ads	High and specific intent	Yes
Paid Display	Google Display Network, Programmatic, Tabula, Criteo, Outbrain, and many more	Low cost per impression, multiple placement opportunities	Yes
SEO	Google and Bing Search Engines	High intent and low cost
AI SEO	Google, ChatGPT	High intent, low cost and low competition
Paid Social	Meta/Facebook/Instagram, LinkedIn, YouTube, Tiktok, Twitter(X), SnapChat	Low cost per impression, multiple placement opportunities	Yes
Organic Social Media	Meta/Facebook/Instagram/Threads, LinkedIn, YouTube, Tiktok, Twitter(X), SnapChat	Low cost, build communities and following, WoM
Social Influencers	Meta/Facebook/Instagram/Threads, YouTube, Tiktok	Low cost, WoM
Affiliates	Email Partners, SMS Partners, App Partners	Pinpoint targeting based on demographics and firmographics
Content Syndication	Publishers, Listicles, Review Sites	Mid level intent and low CPC
Paid Communities	Reddit, Quora, Pinterest	High interest, more ad content to engage	Yes
Organic Communities	Reddit, Quora, Pinterest	High interest, build communities and following
Messaging	WhatsApp, Email, SMS	Highly targeted	Yes

Now each traffic source has multiple channels with each channel having its own uniqueness in terms of intent, targeting, visibility and cost. I always suggest B2B practices use multiple channels and split their budget based on performance of each channel.

While SEO is highly dependent on your website content and optimizations, your organic social media is dependent on your post quality and posting frequency. However, the scale of both is limited as the search volume for B2B KWs is much lower compared to B2C KWs and the engagement on B2B content on social media is also much lower compared to B2C content.

On the other hand, paid advertising channels have their own set of characteristics and complexities such as how to structure the campaigns, whom to target, how to target and how much to bid.

We will now discuss the nuances of each of these B2B digital marketing channels for the SAAS industry in detail. We will also discuss the best digital marketing strategies and tips for each of these channels.

I am also going to ask you to skip many of these channels based on my experience of managing digital marketing for 250+ clients in the US, Canada Australia, UK, and Mexico.

Digital Marketing Channels for SAAS Enterprises – Channel Strategies and Tips

Platforms	Dimensions	Metrics	Audiences	Importance	Set Up	Optimization Tips	Budgeting & Bidding	Tech Integrations	Geo Targeting
Google Search Ads	Campaign, Ad Group, Ads, Keywords	CPC, CTR, CPL/CPA, CVR, RoAS, Impr Share, Quality Score	Attach existing customer list for better targeting	High intent audience targeted by KWs for diseases, ailments & symptomsUse Phrase match for best results	Brand, Competitor, Generic campaign structure Skip Search Partners and Search on Display options	Regularly exclude queries using Search Term reportUse tRoAS bidding strategy	Cascade budget – Brand is most important, followed by Competitor, and then Generic. Split Generic KWs into multiple campaigns	Use GTM to place tags on appointment engines Integrate GSC and GBP	Targeted Markets (Country based)
Bing Ads	Campaign, Ad Group, Ads, Keywords	CPC, CTR, CPL/CPA, CVR, RoAS, Impr Share, Quality Score	Use intent targeting	Use Phrase match for best results	Brand, Competitor, Generic campaign structureSkip Search Partners and Search on Display options	Regularly exclude queries using Search Term report Use tRoAS bidding strategy	Cascade budget – Brand is most important, followed by Competitor, and then Generic. Split Generic KWs into multiple campaigns	Use GTM to place tags on booking engines Integrate GSC and GBP	Targeted Markets (Country based)
GDN	Campaign, Ad Group, Ads, Audiences, Publishers	CPM, CPC, CTR, CPL/CPA, CVR	Use Lookalike, Custom Intent, inmarket and Affinity Audiences	Cheaper and wider outreach	Split ad sets based on audiences and creative themes	Regularly exclude publishers with extremely high or low CTR or CPC or based on industry	Minimal budget and low bidding compared to Search Ads	Use GTM to place tags on booking engines	Targeted Markets (Country based)
Programmatic	Skip these
PMax	Skip these
Google Search	Brand, Generic KWs	Imprs, CTR, Ranking, CVR		High Intent free traffic and customers	Use Entity Search and Schema			GA4, GSC and GBP Integration
Google Business Profile	NAP, Categories, Service Area, Schedule, Reviews	Ratings, Directions, Calls, Website Visits		Not so important for SAAS companies	NAP – Name, Address, Phone NumberAlso fill up all the other fields available	Maintain Rating of 4+Get good reviews regularly Post pictures regularly
Bing Search	Brand, Generic KWs	Imprs, CTR, Ranking, CVR		High Intent free traffic and customers	Use Entity Search and Schema			GA4, GSC and GBP Integration
ChatGPT	Brand, Generic KWs	Imprs, CTR, Ranking, CVR		High Intent free traffic and customers	Use Entity Search and Schema			GA4, GSC and GBP Integration
Influencer PR		CPM, Engagement Rate, Clicks, CPC, CPA			Reach out to travel influencers via their social media pages to negotiate a deal with them for each story and post promotion
Meta Ads	Campaign, Ad Set, Ads, Creatives	CPM, CPC, CTR, CPL/CPA, CVR	Use default option for travel audience at Ad Set levelUse 2% lookalike audience or Advantage+ audience		Separate campaigns to focus on indoor/outdoor/services/places to visit/events	Use multiple creatives in a single ad	Low Budget and low bidding	Integrate Pixel and implement events via GTM	Targeted Markets (Country based)
Facebook		Followers, Likes, Engagement Rate		Organic engagement and outreach	Add all links into your profile	Share how to videos, features, stories and testimonials
Instagram		Followers, Likes, Engagement Rate		Organic engagement and outreach	Add all links into your profile	Share how to videos, features, stories and testimonials
Threads		Followers, Likes, Engagement Rate		Organic engagement and outreach	Add all links into your profile	Share how to videos, features, stories and testimonials
LinkedIn		Followers, Likes, Engagement Rate		Organic engagement and outreach	Add all links into your profile	Be a thought leader on LinkedInShare client testimonials and case studies
LinkedIn Ads	Campaign, Ad Set, Ads, Creatives, TALs	CPM, CPC, CTR, CPL/CPA, CVR	TAL targeting for ABM is only available on LinkedIn – Use it!Integrate with tools such as Demandbase and Metadata to target account based audiences with high accuracy	LinkedIn is where you find professionals in your targeted industry who are the decision makers in their organizations	Separate campaigns to focus on indoor/outdoor/services/places to visit/events	Use multiple creatives in a single ad	Medium budget, High CPM, CPC and CPL	Integrate Pixel and implement events via GTM	Targeted Markets (Country based)
YouTube		Followers, Likes, Engagement Rate		Organic engagement and outreach	Add all links into your profile	Share features, stories and testimonials
Youtube Ads	Skip					Share how to videos
Tiktok		Followers, Likes, Engagement Rate		Organic engagement and outreach	Add all links into your profile	Regularly post about events, discounts and how to travel
Tiktok Ads	Skip
Snapchat	Skip
Twitter(X)	Skip
Twitter(X) Ads	Skip
Aggregators	Skip
Quora	List a free profile to answer specific questions			Some users may ask very specific questions		Answer questions related to ailments and symptoms questions by other users
Quora Ads	Try if you have extra budget	same as other social platforms
Reddit	List a free profile to answer specific questions			Some users may ask very specific questions		Be a thought leader on Reddit Share client testimonials and case studies
Reddit Ads	Try if you have extra budget	same as other social platforms
Pinterest	Skip
WhatsApp		Delivered and Read Rates	Existing Patients	Use this as a retargeting channel to reach and remind existing patients about upcoming tests and appointments	Integrate with your CRM for automation	Share offers & benefits Share client testimonials and case studies		CRM integration
Email/ Newsletters		Delivered and Read Rates	Existing Patients	Use this as a retargeting channel to reach and remind existing patients about upcoming tests and appointments	Integrate with your CRM for automation	Be a thought leader Share playbooks Share client testimonials and case studies		CRM integration
SMS		Delivered and Read Rates	Existing Patients	Use this as a retargeting channel to reach and remind existing patients about upcoming tests and appointments	Integrate with your CRM for automation			CRM integration
Affiliates	List or Subscribers Count	Sent, Opens, Clicks, Leads, Deals, ACV, RoAS	One of the best to target ABM TAL and upmarket	Firmographics, ABM and TAL based Marketing, Upmarket Audiences, BANT leads	Make a deal with an affiliate vendor – Greenleads, itechSeries, SpiceWorks, PMG360, First Connect Digital, User Gems, ROKT and many more	Use best performing newsletter Double Touch leads are much better in quality BANT leads are even better			Targeted Markets (Country based)
Publishers	Websites Owned, Articles, Clicks	CPC, CVR, Leads, Deals, RoAS			Revleads, Morning Brew, Thirddoor Media SEJ, Neil Patel (not recommended due to poor CRM)	Customize headlines and short descriptions	Pay $10-15 for Rank 1 in US		Option not available
Listicles	Websites Owned, Articles, Clicks	CPC, CVR, Leads, Deals, RoAS			Capterra, SoftwareAdvice, Plain English Healthcare, Deep View	Customize headlines and short descriptions	Pay $10-15 for Rank 1 in US		Option not available
Review Sites	Websites Owned, Articles, Clicks	CPC, CVR, Leads, Deals, RoAS			b2breviews, SEJ, SAAS Advisor	Customize headlines and short descriptions	Pay $10-15 for Rank 1 in US		Option not available
Webinars	Websites Owned, Articles, Clicks	Registrations, Attendees, CPL, Deals, CPA, RoAS			Martech, Third door Media, WM America, Product School, CMP Team, Madison Logic				Targeted Markets (Country based)

For B2B companies, it is essential to have a great marketing agency at their disposal handling different strategies and several activities across multiple channels and campaigns. Not every agency can handle B2B digital marketing – I can say this as I have worked with a few and they didn’t have a clue as to how to optimize or even analyze B2B digital marketing performance. Thus, choose an agency which has worked with global SAAS enterprises and bring the experience and findings from there to analyze and optimize your digital campaigns.

Mindless is one such agency where the digital marketing specialists have worked with multiple SAAS companies. They help B2B companies manage all aspects of digital marketing including paid media, SEO, LinkedIn, ABM, Affiliates and others. Specialists at Mindless have worked with 250+ clients including multiple global B2B corporations and scaled the online presence of several businesses while increasing their clientele, revenue and performance..

If your business is facing the challenge in optimizing website SEO or other paid media channels, then book a free consulting session with our experts and find out how we can help your business achieve new heights.

You can also mail us on sales@mindless.digital for any queries.

About the author:

You can visit his LinkedIn profile here.

Found the article on B2B Digital Marketing interesting? Share it with your peers.

February 2, 2025

Digital Marketing for Doctors & Medical Practices in the US

This world is full of patients who are in constant need of doctors and medical practitioners. Some patients get referred to their doctors by the current patients or their friends and family, some just others rush into the first clinic or hospital they find nearby. But most patients who require non-critical or non-urgent care do a thorough research before finalizing the visit to a doctor.

This research about the doctors, their reputation and their specializations has become easier due to the internet. Today, we can easily search for a doctor by disease or specialization in our nearby areas and then read the reviews of their current and previous patients. Their ratings and reviews are the deciding factor in our search and finalization of which doctor to visit.

While you can be a good medical practice or practitioner in your area, there is always a stiff competition. There are multiple doctors and hospitals in every nook and corner of the US. Thus, you have to create your own space and visibility. How do you do that?

Why is Digital Marketing for Doctors and Medical Practices now a necessity?

Digital marketing helps a medical practitioner or practice create awareness, build your own brand, reach out to patients searching about you, your competitors or about specific ailments and symptoms. This can be done by posting ads on Google Search and Display Ads, Facebook or Instagram. You also need to create authority by writing blogs and establishing your credibility on social media. While all this is to get new patients, you also need to constantly be in touch with your current patients. You need to remind them about their upcoming or routine appointments – this is made easy by digital marketing channels such as email, WhatsApp and SMS.

Maintain online presence in terms of website to allow patients to book appointments online while SEO & blogs help you build authority and visibility for keywords related to the ailments, diseases and symptoms you treat. Finally, you need to work Google Business Profile by maintaining high ratings and generating good reviews – this will help with Local SEO and Maps results.

On Ad platforms such as Google Ads and Meta Ads, there are some strict compliances that need to be followed when running ad campaigns. You will need expert help to adhere to the policies of these digital advertising platforms

Most importantly, most of these digital marketing activities need to be confined in local areas usually within a 3-5 mile radius. Medical and healthcare industry is highly hyperlocal in terms of digital marketing and your agency partners need to be very careful about when and where to show your ads.

Now let’s go through some further details on the digital marketing activities necessary for medical and healthcare professionals.

Digital Marketing for Doctors, Medical Practices and Healthcare Industry in the US

Digital Marketing Channels & Traffic Sources

Sources	Platforms Included	Importance	Retargeting?
Paid Search	Google Ads, Bing Ads	High and specific intent	Yes
Paid Display	Google Display Network, Programmatic, Tabula, Criteo, Outbrain, and many more	Low cost per impression, multiple placement opportunities	Yes
SEO	Google and Bing Search Engines	High intent and low cost
AI SEO	Google, ChatGPT	High intent, low cost and low competition
Paid Social	Meta/Facebook/Instagram, LinkedIn, YouTube, Tiktok, Twitter(X), SnapChat	Low cost per impression, multiple placement opportunities	Yes
Organic Social Media	Meta/Facebook/Instagram/Threads, LinkedIn, YouTube, Tiktok, Twitter(X), SnapChat	Low cost, build communities and following, WoM
Social Influencers	Meta/Facebook/Instagram/Threads, YouTube, Tiktok	Low cost, WoM
Affiliates	Email Partners, SMS Partners, App Partners	Pinpoint targeting based on demographics and firmographics
Content Syndication	Publishers, Listicles, Review Sites	Mid level intent and low CPC
Paid Communities	Reddit, Quora, Pinterest	High interest, more ad content to engage	Yes
Organic Communities	Reddit, Quora, Pinterest	High interest, build communities and following
Messaging	WhatsApp, Email, SMS	Highly targeted	Yes

Now each traffic source has multiple channels with each channel having its own uniqueness in terms of intent, targeting, visibility and cost. I always suggest medical practices use multiple channels and split their budget based on performance of each channel.

While SEO is highly dependent on your website content and optimizations, your organic social media is dependent on your post quality and posting frequency.

On the other hand, paid advertising channels have their own set of characteristics and complexities such as how to structure the campaigns, whom to target, how to target and how much to bid.

We will now discuss the nuances of each of these digital marketing channels for the hotel industry in detail. We will also discuss the best digital marketing strategies and tips for each of these channels.

I am also going to ask you to skip many of these channels based on my experience of managing digital marketing for 250+ clients in the US, Canada and Mexico.

Digital Marketing Channels for Medical & Healthcare Industry – Strategies and Tips

Platforms	Dimensions	Metrics	Audiences	Importance	Set Up	Optimization Tips	Budgeting & Bidding	Tech Integrations	Geo Targeting
Google Search Ads	Campaign, Ad Group, Ads, Keywords	CPC, CTR, CPL/CPA, CVR, RoAS, Impr Share, Quality Score	Attach existing customer list for better targeting	High intent audience targeted by KWs for diseases, ailments & symptoms Use Phrase match for best results	Brand, Competitor, Generic campaign structure Skip Search Partners and Search on Display options	Regularly exclude queries using Search Term report Use tRoAS bidding strategy	Cascade budget – Brand is most important, followed by Competitor, and then Generic. Split Generic KWs into multiple campaigns	Use GTM to place tags on appointment engines Integrate GSC and GBP	3-5 miles radius
Bing Ads	Campaign, Ad Group, Ads, Keywords	CPC, CTR, CPL/CPA, CVR, RoAS, Impr Share, Quality Score	Use intent targeting	Use Phrase match for best results	Brand, Competitor, Generic campaign structure Skip Search Partners and Search on Display options	Regularly exclude queries using Search Term report Use tRoAS bidding strategy	Cascade budget – Brand is most important, followed by Competitor, and then Generic. Split Generic KWs into multiple campaigns	Use GTM to place tags on booking engines Integrate GSC and GBP	3-5 miles radius
GDN	Campaign, Ad Group, Ads, Audiences, Publishers	CPM, CPC, CTR, CPL/CPA, CVR	Use Custom Intent, inmarket and Affinity Audiences	Cheaper and wider outreach	Split ad sets based on audiences and creative themes	Regularly exclude publishers with extremely high or low CTR or CPC or based on industry	Minimal budget and low bidding compared to Search Ads	Use GTM to place tags on booking engines	3-5 miles radius
Programmatic	Skip these
PMax	Skip these
Google Search and SEO	Brand, Generic KWs	Imprs, CTR, Ranking, CVR		High Intent free traffic and customers	Use Entity Search and Schema			GA4, GSC and GBP Integration
Google Business Profile	NAP, Categories, Service Area, Schedule, Reviews	Ratings, Directions, Calls, Website Visits		This is free traffic searching for you on Google Search and Google Maps. You can show your profile with images, booking/calling links	NAP – Name, Address, Phone Number Also fill up all the other fields available	Maintain Rating of 4+Get good reviews regularly Post pictures regularly
Bing Search	Brand, Generic KWs	Imprs, CTR, Ranking, CVR		High Intent free traffic and customers	Use Entity Search and Schema			GA4, GSC and GBP Integration
ChatGPT	Brand, Generic KWs	Imprs, CTR, Ranking, CVR		High Intent free traffic and customers	Use Entity Search and Schema			GA4, GSC and GBP Integration
Influencer PR		CPM, Engagement Rate, Clicks, CPC, CPA			Reach out to travel influencers via their social media pages to negotiate a deal with them for each story and post promotion
Meta Ads	Campaign, Ad Set, Ads, Creatives	CPM, CPC, CTR, CPL/CPA, CVR	Use default option for travel audience at Ad Set level Use 2% lookalike audience or Advantage+ audience		Separate campaigns to focus on indoor/outdoor/services/places to visit/events	Use multiple creatives in a single ad	Low Budget and low bidding	Integrate Pixel and implement events via GTM	3-5 miles radius
Facebook		Followers, Likes, Engagement Rate		Organic engagement and outreach	Add all links into your profile	Regularly post about diseases, ailments, symptoms, cures and patient reviews
Instagram		Followers, Likes, Engagement Rate		Organic engagement and outreach	Add all links into your profile	Regularly post about events, discounts and how to travel
Threads		Followers, Likes, Engagement Rate		Organic engagement and outreach	Add all links into your profile	Regularly post about events, discounts and how to travel
LinkedIn	Skip
LinkedIn Ads	Skip
YouTube		Followers, Likes, Engagement Rate		Organic engagement and outreach	Add all links into your profile	Regularly post about events, discounts and how to travel
Youtube Ads	Skip
Tiktok		Followers, Likes, Engagement Rate		Organic engagement and outreach	Add all links into your profile	Regularly post about events, discounts and how to travel
Tiktok Ads
Snapchat	Skip
Twitter(X)	Skip
Twitter(X) Ads	Skip
Aggregators	Skip
Quora	List a free profile to answer specific questions			Some users may ask very specific questions		Answer questions related to ailments and symptoms questions by other users
Quora Ads	Skip
Reddit	List a free profile to answer specific questions			Some users may ask very specific questions		Post and discuss about latest treatments and advanced in medical science
Reddit Ads	Skip
Pinterest	Skip
WhatsApp		Delivered and Read Rates	Existing Patients	Use this as a retargeting channel to reach and remind existing patients about upcoming tests and appointments	Integrate with your CRM for automation	Also, reach out with short write ups on medical issues focusing on the symptoms and treatments.		CRM integration
Email/ Newletters		Delivered and Read Rates	Existing Patients	Use this as a retargeting channel to reach and remind existing patients about upcoming tests and appointments	Integrate with your CRM for automation	Also, regularly share medical industry/treatments updates in weekly or fortnightly newsletters		CRM integration
SMS		Delivered and Read Rates	Existing Patients	Use this as a retargeting channel to reach and remind existing patients about upcoming tests and appointments	Integrate with your CRM for automation			CRM integration
Affiliates	Skip
Publishers	Skip
Listicles	Skip
Review Sites	Skip

For Doctors, it is more important to manage their practice and focus on the patients. Leave the trivial tasks of digital marketing and growth in footfall to us!

Mindless helps you manage all your website, paid media, SEO and all other digital marketing channels by providing you specialist teams that stay updated on all industry requirements related to the medical industry. Specialists at Mindless have worked with 250+ clients and scaled the online presence of several businesses while increasing their clientele, revenue and footfall.

If your business is facing the challenge in optimizing website SEO or other paid media channels, then book a free consulting session with our experts and find out how we can help your business achieve new heights.

You can also mail us on sales@mindless.digital for any queries.

About the author:

You can visit his LinkedIn profile here.

Found the article interesting? Share it with your peers.

January 25, 2025

Digital Marketing for US Hotels – Channels, Strategies and Tips

Since the dawn of the internet, travel and tourism industry has been pioneering digital strategies to make it easier for users to book their travel plans without a hitch. Digital marketing advances in the hotel industry have been the main reason behind the high growth of this industry.

Digital Marketing for Hotels, today, is a necessity. Maintaining online presence in terms of website and SEO, Google Business Profile for Local SEO and Maps, Ads in terms of outreach and visibility along with Aggregators for listings and competitive edge.

While Aggregators can help you fill your hotel rooms quickly and up to the brim, they charge a hefty commission of up to 25% that can literally run you dry. Thus, it is necessary to break out of their clutches and build your own presence on the internet.

While the quickest way to do that is by posting ads on Google and Meta (Facebook and Instagram), it may turn out to be costly in the long term. Thus, for long term growth, SEO is the best bet. You should also regularly use influencer PR to grow your social media presence and also improve your SEO by improving the awareness of your hotel.

There are several digital marketing sources and channels which you can use to reach customers. These traffic sources can be broadly divided into:

Digital Marketing Channels and Traffic Sources for Hotel Industry

Sources	Platforms Included	Importance	Retargeting?
Paid Search	Google Ads, Bing Ads	High and specific intent	Yes
Paid Display	Google Display Network, Programmatic, Tabula, Criteo, Outbrain, and many more	Low cost per impression, multiple placement opportunities	Yes
SEO	Google and Bing Search Engines	High intent and low cost
AI SEO	Google, ChatGPT	High intent, low cost and low competition
Paid Social	Meta/Facebook/Instagram, LinkedIn, YouTube, Tiktok, Twitter(X), SnapChat	Low cost per impression, multiple placement opportunities	Yes
Organic Social Media	Meta/Facebook/Instagram/Threads, LinkedIn, YouTube, Tiktok, Twitter(X), SnapChat	Low cost, build communities and following, WoM
Social Influencers	Meta/Facebook/Instagram/Threads, YouTube, Tiktok	Low cost, WoM
Affiliates	Email Partners, SMS Partners, App Partners	Pin point targeting based on demographics and firmographics
Content Syndication	Publishers, Listicles, Review Sites	Mid level intent and low CPC
Paid Communities	Reddit, Quora, Pinterest	High interest, more ad content to engage	Yes
Organic Communities	Reddit, Quora, Pinterest	High interest, build communities and following
Messaging	WhatsApp, Email, SMS	Highly targeted	Yes

Now each traffic source has multiple channels with each channel having its own uniqueness in terms of intent, targeting, visibility and cost.

I always suggest our hotel clients to use multiple channels and split their budget based on performance of each channel.

While SEO is highly dependent on your website content and optimizations, your organic social media is dependent on your post quality and posting frequency.

On the other hand, paid advertising channels have their own set of characteristics and complexities such as how to structure the campaigns, whom to target, how to target and how much to bid.

I am also going to ask you to skip many of these channels based on my experience of managing digital marketing for 250+ hotels in the US, Canada and Mexico. These channels are either irrelevant for this industry, or are costly and provide low performance.

Digital Marketing Channels for Hotel Industry – Strategies and Tips

Platforms	Dimensions	Metrics	Audiences	Importance	Set Up	Optimization Tips	Budgeting & Bidding	Tech Integrations	Geo Targeting
Google Search Ads	Campaign, Ad Group, Ads, Keywords	CPC, CTR, CPL/CPA, CVR, RoAS, Impr Share, Quality Score, RPB	Attach existing customer list for better targeting	High intent audience for better CVR Use Phrase match for best results	Brand, Competitor, Generic campaign structure Skip Search Partners and Search on Display options	Regularly exclude queries using Search Term report Use tRoAS bidding strategy	Cascade budget – Brand is most important, followed by Competitor, and then Generic. Split Generic KWs into multiple campaigns	Use GTM to place tags on booking engines Integrate GSC and GBP	200 mile radius and feeder cities from GA4 data
Bing Ads	Campaign, Ad Group, Ads, Keywords	CPC, CTR, CPL/CPA, CVR, RoAS, Impr Share, Quality Score, RPB	Use intent targeting	Use Phrase match for best results	Brand, Competitor, Generic campaign structure Skip Search Partners and Search on Display options	Regularly exclude queries using Search Term report Use tRoAS bidding strategy	Cascade budget – Brand is most important, followed by Competitor, and then Generic. Split Generic KWs into multiple campaigns	Use GTM to place tags on booking engines Integrate GSC and GBP	200 mile radius and feeder cities from GA4 data
GDN	Campaign, Ad Group, Ads, Audiences, Publishers	CPM, CPC, CTR, CPL/CPA, CVR, RoAS, RPB	Use Custom Intent,inmarket and Affinity Audiences	Cheaper and wider outreach	Split ad sets based on audiences and creative themes	Regularly exclude publishers with extremely high or low CTR or CPC or based on industry	Minimal budget and low bidding compared to Search Ads	Use GTM to place tags on booking engines	200 mile radius and feeder cities from GA4 data
Programmatic	Skip these
PMax	Skip these
Google Search	Brand, Generic KWs	Imprs, CTR, Ranking, CVR, RPB		High Intent free traffic and customers	Use Entity Search and Schema			GA4, GSC and GBP Integration
Google Business Profile	NAP, Categories, Service Area, Schedule, Reviews	Ratings, Directions, Calls, Website Visits		This is free traffic searching for you on Google Search and Google Maps. You can show your profile with images, booking/calling links	NAP – Name, Address, Phone Number Also fill up all the other fields available	Maintain Rating of 4+ Get good reviews regularly Post pictures regularly
Bing Search	Brand, Generic KWs	Imprs, CTR, Ranking, CVR, RPB		High Intent free traffic and customers	Use Entity Search and Schema			GA4, GSC and GBP Integration
ChatGPT	Brand, Generic KWs	Imprs, CTR, Ranking, CVR, RPB		High Intent free traffic and customers	Use Entity Search and Schema			GA4, GSC and GBP Integration
Influencer PR		CPM, Engagement Rate, Clicks, CPC, CPA, ROAS			Reach out to travel influencers via their social media pages to negotiate a deal with them for each story and post promotion
Meta Ads	Campaign, Ad Set, Ads, Creatives	CPM, CPC, CTR, CPL/CPA, CVR, RoAS, RPB	Use default option for travel audience at Ad Set level Use 2% lookalike audience or Advantage+ audience		Separate campaigns to focus on indoor/outdoor/services/places to visit/events	Use multiple creatives in a single ad	Low Budget and low bdding	Integrate Pixel and implement events via GTM	200 mile radius and feeder cities from GA4 data
Facebook		Followers, Likes, Engagement Rate		Organic engagement and outreach	Add all links into your profile	Regularly post about events, discounts and how to travel
Instagram		Followers, Likes, Engagement Rate		Organic engagement and outreach	Add all links into your profile	Regularly post about events, discounts and how to travel
Threads		Followers, Likes, Engagement Rate		Organic engagement and outreach	Add all links into your profile	Regularly post about events, discounts and how to travel
LinkedIn	Skip
LinkedIn Ads	Skip
YouTube		Followers, Likes, Engagement Rate		Organic engagement and outreach	Add all links into your profile	Regularly post about events, discounts and how to travel
Youtube Ads	Skip
Tiktok		Followers, Likes, Engagement Rate		Organic engagement and outreach	Add all links into your profile	Regularly post about events, discounts and how to travel
Tiktok Ads
Snapchat	Skip
Twitter(X)	Skip
Twitter(X) Ads	Skip
Aggregators	List on all major aggregators	Listing Fee, Commission, cancellation refunds		MMT, Expedia, Booking.com, Goibibo, Kayak, Trivago, Agoda, Priceline and more
Quora	List a free profile to answer specific questions			Some users may ask very specific questions		Answer questions related to travel and tourism in the city
Quora Ads	Skip
Reddit	Skip
Reddit Ads	Skip
Pinterest	Skip
WhatsApp	Skip
Email	Skip
SMS	Skip
Affiliates	Skip
Publishers	Skip
Listicles	Skip
Review Sites	Skip

I know that setting up so many channels is not a child’s play. This requires multiple resources as well as expertise. Thus, I highly suggest hotel owners and managers to approach specialist agencies to manage their digital marketing.

Mindless helps you manage all your website, paid media,SEO and all other digital marketing channels by providing you specialist teams that stay updated on all industry requirements related to the hotel industry. Specialists at Mindless have worked with 250+ clients in this industry and scaled the online presence of several brands including top chains such as Hyatt, Windhyam, Hilton, and more.

You can also mail us on sales@mindless.digital for any queries.

To find out more about digital marketing trends and ideas for the hotel industry read our blog here.

About the author:

Pragun Jain is a seasoned digital marketer who has worked with over 500+ businesses ranging from billion dollar SAAS enterprises to 5-star hotel chains, restaurants and retail stores. He has managed over USD 75M in paid media spend across Google Ads, Meta Ads, LinkedIn Ads and other digital marketing channels.

You can visit his LinkedIn profile here.

Found the article interesting? Share it with your peers.

January 24, 2025

Top 40 Google SEO Ranking Factors – Rank on Top of Google Search Results
While Google’s SEO algorithm is highly dynamic with over 200 SEO Ranking Factors impacting your website’s visibility in Google Results, there are 40 SEO Ranking Factors which are more important than all others.

To rank your website on top of Google’s results, you need to be careful while managing these 45 factors on your website. These SEO ranking factors can be sub classified into On Page or Off Page

Top 40 Google SEO Ranking Factors

On a higher level, these factors can be divided into four categories
1. On Page Technical
2. On Page Non-Technical
3. Off Page
4. Off Page Local
Let’s list them down.

On Page Technical SEO Ranking Factors
1. Website Speed
  - Website Speed is one of the most critical factors in technical SEO, especially the speed for your website on mobile devices. Always ensure that the top fold of your website loads within 1.5 seconds on desktop and 2.5 seconds on mobile.
2. Core Web Vitals
  - Core web vitals are divided into three parts: LCP (Largest Contentful Paint), CLS (Cumulative Layout Shift) and INP (Integration to Next Paint). These essentially define both the speed and structure of your website. How the content loads based on the coding and requests along with how quickly your website responds to user interactions.
3. TTFB (Time to First Byte)
  - TTFB is basically your server’s response time. Keep till below 600 ms and try to bring it down to 200 ms. This can be done by using faster servers, better hosting, CDN and most importantly by reducing the number of requests needed by your website to load above the fold content.
4. URL Structure
  - Well defined url structure makes it easy for Google as well as the users to understand your website. Thus, improving user experience.
5. Schema or Structured Data
  - Schema helps Google and other Search Engines to understand your website content, especially the objective part of it. This is one of the most important factors and helps build the authority of your content in Google’s Ranking. This is not visible to the user.
6. Robots.txt
  - Well, if you want Google to rank your website, you have to allow crawling and indexing. However you want to block unnecessary pages or duplicate/canonical pages from both the user and the search engines.
7. HTTPS or SSL
  - Users don’t want to visit websites which can be harmful to them or may fraud them. Thus, always use HTTPS and SSL
8. Server Responses or Errors
  - Use proper server responses so that Google can understand the state of each page on your website.
9. Forwarding or Cloaking
  - Google hates forwarding and cloaking. Avoid the same as much as possible.
  - Forwarding is however allowed at server level as it does not impact user experience much
10. Sitemap
  - This allows search engines to find all the pages on your website and link them intuitively.
11. Canonicals
  - Who wants to read duplicate content? No One!
12. Google Site Verification
  - Another tool used by Google to ensure who owns the website and how interested you are in analyzing your website. Thus, making GSC an important factor.
On Page Non-Technical SEO Ranking Factors
1. Content Quality and Length
  - Content is King. It’s the most important SEO Ranking Factor. Structure your content in a readable manner, use lists and make it decently lengthy.
  - Use as little of AI as possible. While it may make it easy to scale content and initially gain ranking, the long term consequences are not that good.
2. Keyword Density
  - Target 4-5 keywords or key phrases for one web page
  - Use each of these at least 2-3 times per 100 to 150 words.
  - Keyword density allows search engines to find out what the page is actually talking about.
3. Entity SEO
  - In simple words, it makes your content or topic unique.
  - An example here would be Hotel Mindless – A 5-star pet friendly hotel in Hell’s Kitchen New York with ample parking space.
  - As you can see, this tells the search engines about Hotel Mindless while also making it unique by adding identification 5-star, Hell’s Kitchen and New York; and features such as pet friendly and parking space
4. Meta Title and Description
  - Always provide these two as they have immense impact on SEO
  - Always include your top KW in both Meta Title and Meta Description
  - Make it unique and always ads a CTA
5. Header Tags
  - These define the structure of your content
  - Try and use tags H1 to H3 in all you content and sometimes go beyond till H6
  - H1 should always contain the main KWs while H2 and H3 should contain secondary keywords
  - Always use them in proper order
6. Image Alt Tags
  - These define the images on your website
  - Always use unique Alt Tags for each image and include the placement of the image in the tag
7. Internal Linking
  - Good content should guide the user as well as the search engine to more good content on your website
  - These also help Google understand the linkages between various webpages and content on your website
8. Website Age and Authority
  - To anyone who says that website age does not matter – I did an experiment by adding a few blogs to a newly bought domain and they dint get any traction. Then, I added the exact same blogs to an older domain I own and got good results. Both sites used the same hosting, same wordpress theme, same optimizations, speed etc.
9. EEAT
  - Focus on Authority and Expertise in these two by providing the details of the experts and linking their profiles from LinkedIn or other sources.
  - Always add a bit of context about the authors to make their content more trustworthy.
10. Readability
  - Too small or too large text, or low contrast make your website content unreadable. This is poor user experience and should be avoided as much as possible.
11. Dwell Time
  - How much time users spend on your website is a direct indicator to Google about the quality of content on your website. So make your content interesting and engaging. Give trailers and teasers, ask questions or tell them that there are bonus tips at the end.
12. CTR
  - This is extremely rank and industry driven, thus, you can’t really define it as high or low. Just compare it to your previous rank and CTR while always trying to improve.
13. Pages Visited
  - How many pages do the visitors of your website go through? Google finds this to be an indicator of great content which is being liked by users. Internal linking is extremely useful to improve this metric.
14. Bounce Rate
  - Again, great content will make people read more and reduce bounce rate.
Off Page SEO Ranking Factors
1. Anchor Text
  - This is usually considered as a link back from a specific text on some other website to your website. The text in the link back is a strong indicator of the content on your webpage.
2. Back Links or Referrals
  - These are similar to the above but are direct linkages to your website from articles such as listicles or reviews of your products or services on other websites.
3. Social Presence
  - Maintain your social presence on all major social platforms including Facebook, Instagram, LinkedIn, X (formerly Twitter), YouTube, Quora, Pinterest and more.
  - This allows Google to build knowledge graph around your business or brand while also authenticating relevant details.
4. Forums
  - People mention websites, brands and products on multiple forum websites such as Reddit, Quora, Github and more. Engage with your audience to generate more traffic to your website and please Google to improve your SEO rank.
5. Product Reviews
  - Same as above, just a bit more specific about products being sold by a brand.
6. PR and Influencer Marketing
  - Create chatter about your brand, get more backlinks, referral traffic. All this will indicate to Google about your being serious about your business and making efforts to expand it. Over time, Google will return your efforts with better ranking and more traffic.
7. Google Ads Marketing
  - While Google says that this is DEFINITELY NOT a ranking factor but time and again I have noticed a very strong correlation between Google Ads Spend and Google SEO rankings. Thus, try and spend some bucks on Google Ads.
  - As a secondary benefit, it creates awareness and more people start searching for your brand on Google, thus improving authority and ranking.
Off Page Local SEO Factors
1. Ratings
  - For local businesses, your Google Rating can be a make or break factor for your business.
  - Try and keep your ratings above 4.5 and Google will reward you handsomely in local SEO rankings
2. Reviews
  - Generate regular reviews and those too good ones of 4 or 5 stars. The more detailed reviews that people provide, the more information Google gets about your business which improves your ranking on local and maps.
3. Response Time
  - Always respond to reviews on Google Business Profile.
  - Try and respond within 24 hours to show Google that your business is highly active in serving clients
4. Listings and Directories
  - Google picks up and authenticates your business information from multiple other listings and directories.
  - Ensure that your business information is the same and updated on all listings including Apple Maps, Bing Places and others.
5. Knowledge Graph
  - You don’t have direct control over this but keeping your listings updated and ensuring you follow Entity SEO and generate citations on Wikipedia etc will help Google curate a beautiful knowledge graph about your business or brand.
6. Citations
  - There are many crowd sourced or open source websites that provide information to the world, Wikipedia being an example. Create citations on such websites and improve Google SEO rank.
7. Social Presence
  - Again, keep your social media presence intact across all major social channels
  - Post regularly and engage with users.
  - Increase your brand mentions and incoming traffic from social media websites. This will impact your SEO positively.
With this we cover the top 40 most important Google SEO Ranking Factors. If a business takes care of these, then Google takes care of that business. That’s how you rank on top of Google Search Results

Maintaining so many SEO factors by creating highly engaging content and also implementing the best technical improvements to your website is a task for more than a team. You need experts from various backgrounds including developers, content writers, graphics designers, SEO experts and data analysts managed by project managers. While large businesses build their teams in-house, the same is not possible for medium or small businesses.

Mindless helps you manage all your website and SEO needs by providing you expert resources who stay updated on all industry requirements related to SEO, have worked in multiple industries and scaled the online presence of several brands.

If your business is facing the challenge in optimizing website SEO or other paid media channels, then book a free consulting session with our experts and find out how we can help your business achieve new heights.

Book Now

You can also mail us on sales@mindless.digital for any queries.

About the author:

Pragun Jain is a seasoned digital marketer who has worked with over 500+ businesses ranging from billion dollar SAAS enterprises to 5-star hotel chains, restaurants and retail stores. He has managed over USD 75M in paid media spend across Google Ads, Meta Ads, LinkedIn Ads and other digital marketing channels.

You can visit his LinkedIn profile here.

Found the article interesting? Share it with your peers.
January 14, 2025
How to build LinkedIn Ads Predictive Audience – A step by step Guide
LinkedIn Ads is definitely the best channel to target B2B audiences and you can do it even better by targeting Predictive Audiences on LinkedIn. Let’s learn how to do that quickly and easily.

Predictive audiences are LinkedIn’s version of Lookalike Audiences. They work in the same way as lookalike audiences in Google Ads and Meta Ads.

Let’s build a Predictive Audience in LinkedIn Ads.

We start by creating a matched audience.

This is a list of your customers uploaded into LinkedIn with details such as phone number, email ID, company, title and others.

Now, to create Predictive Audiences:
- In left side menu, click on Plan>Audiences
- Create a matched Audience
- Choose the source of the audience
- Upload and save
- Creating similar audience (called Predictive Audience in LinkedIn)
- Select a source contact list
- Choose the location and the size of the audience
- Click on Agree and Create
Managing audiences and updating them regularly can be a daunting task and you may need professional help to get the best performance from your marketing campaigns.

Mindless helps businesses get the best performance out of their Google Ads account. We have helped our B2C clients achieve 20x return on ad spend and B2B clients lower CPL by 20% while improving lead quality and funnel conversion rates. We have managed over USD 60M in ad spend across Google Ads, Facebook/Instagram Ads, LinkedIn Ads and other digital marketing campaigns. If your business is facing a challenge in optimizing Google Ads or other paid media channels, then book a free consulting session with our experts and find out how we can help your business achieve new heights.

You can also mail us on sales@mindless.digital for any queries.

About the author:

Pragun Jain is a seasoned digital marketer who has worked with over 500+ businesses ranging from billion dollar SAAS enterprises to 5-star hotel chains, restaurants and retail stores. He has managed over USD 75M in paid media spend across Google Ads, Meta Ads, LinkedIn Ads and other digital marketing channels.

You can visit his LinkedIn profile here.

Found the article interesting? Share it with your peers.
December 30, 2024
How to build lookalike audiences in Meta Ads – Step by step Guide
Facebook Lookalike audiences are definitely the audiences to target to get the best results. All you need to take care of is that the audience size you choose is large enough (>1 Million).

These audiences can then be narrowed using exclusions depending on your industry, market, affinities and business.

Now let’s quickly create your first lookalike audience on Facebook/Meta.
- In left side menu, click All Tools>Audiences
Start by creating a Custom Audience as a base to create Lookalike Audience
- Click on Create Audience>Custom Audience
- Choose Customer List
- Use the following data points for customer list
- Choose the option of uploading with value or no value
- Map the identifiers, the click on Upload and Create
Now to create a lookalike audience for a customer list
- Choose a source audience
- Choose the number of lookalikes and percentage size
- Narrower is more accurate
- Click on create Audience
Always split your upload customer match lists by segments, countries and even product/service type if you have a large customer base. This will help you target based on your sales segment.

In B2B marketing campaigns, Meta or Facebook works really well for small business. Even if you try to target upmarket, you’ll end up getting majority of the leads from small business segment.

On the other hand, this works really well in B2C where your target audience will complete the transaction on your website and Facebook will have better first party data to curate lookalike audiences. Thus, Facebook lookalike audiences will provide your the best RoAS amongst all targeting capabilities in Meta Ads.

Now comparing Facebook and Google Ads lookalike audiences based on performance. In my experience, both are very similar in performance in B2C industry. However, Facebook wins by getting better lead quality in B2B campaigns.

Pro tip: Create multiple lookalike audiences of each custom list for every one percent. Then target multiple audiences in a single ad set in your campaigns. When analyzing your campaigns, you can breakdown the results by audiences to find out which audiences are performing the best.

Mindless helps businesses get the best performance out of their Google Ads account. We have helped our B2C clients achieve 20x return on ad spend and B2B clients lower CPL by 20% while improving lead quality and funnel conversion rates. We have managed over USD 60M in ad spend across Google Ads, Facebook/Instagram Ads, LinkedIn Ads and other digital marketing campaigns. If your business is facing a challenge in optimizing Google Ads or other paid media channels, then book a free consulting session with our experts and find out how we can help your business achieve new heights.

You can also mail us on sales@mindless.digital for any queries.

About the author:

Pragun Jain is a seasoned digital marketer who has worked with over 500+ businesses ranging from billion dollar SAAS enterprises to 5-star hotel chains, restaurants and retail stores. He has managed over USD 75M in paid media spend across Google Ads, Meta Ads, LinkedIn Ads and other digital marketing channels.

You can visit his LinkedIn profile here.

Found the article interesting? Share it with your peers.
December 30, 2024
How to build Lookalike Audiences in Google Ads – A step by step Guide
Ever wonder how to target the best and most relevant audiences in Google Ads using Display or Demand Gen campaigns? The answer is quite simple. Use Lookalike Audiences by uploading customer lists into Google Ads. This helps Google Ads analyze your customer base for demographics, firmographics, and other behaviors or affinities to build a list of audiences that closely resembles or matches your current customers.

You can also segment your customer lists by countries or sales segments for better lookalike matching and targeting in your display and demand gen campaigns.

Lookalike audiences in Google Ads are the best audience to target in Display and Demand Gen campaigns. To create lookalike audience in Google Ads, you need to upload a list of your customers (preferably the best ones or ICP). Make sure the list is substantial (at least above 3000 contacts)

Let’s build Google Ads Lookalike Audience using this step by step guide.

In the left side menu, click on Tools>Shared Library>Audience Manager

Click on ”+” sign and choose Customer List to build a new customer list

Choose Data Source “Upload a file manually” and click on continue

Choose a customer type that you have currently implemented as conversion goal for campaign optimization.

Choose Data Type “Upload Emails, Phones, and/or Mailing Addresses”

Upload the audience list in csv format

Set an Expiration Date

Click on Save and Continue

Create a Lookalike segment in your new campaign

Follow the steps below to create a Lookalike segment in your campaign:
- Create a Demand Gen or Display campaign.
- Add an audience at the ad group level.
- Click New Audience in the Audience dialogue box.
- Click in the “Add or create Lookalike segment” search box and the “Lookalike Segment” dialog box.
- Click New Segment.
- Add a Lookalike segment name in the “Segment name” dialog box.
- Choose from or upload at least one seed list in the “Seed list” dialog box. You can add up to 10 seed lists.
- Enter and select the countries or regions you want your lookalike segment to target in the “Locations” dialog box.
- Choose “Narrow,” “Balanced,” or “Broad” with the slider in the “Lookalike segment” dialog box.
- Click Save.
Now you are ready to target the new lookalike audience – the best audience available on Google Ads.

Remember, you need to regularly update your seed audience (one a month or at least once a quarter) to keep getting the best performance from your lookalike audiences.

Pro Tip: You can further narrow this audience by adding demographics filters and other affinities or criteria in Google Ads audience targeting settings. Use your top KWs to find inmarket or affinity audiences and implement them in AND conjunction with your lookalike audiences to narrow the targeting criteria.

Still feeling confused? Get help from Experts!

Mindless helps businesses get the best performance out of their Google Ads account. We have helped our B2C clients achieve 20x return on ad spend and B2B clients lower CPL by 20% while improving lead quality and funnel conversion rates. We have managed over USD 60M in ad spend across Google Ads, Facebook/Instagram Ads, LinkedIn Ads and other digital marketing campaigns. If your business is facing a challenge in optimizing Google Ads or other paid media channels, then book a free consulting session with our experts and find out how we can help your business achieve new heights.

Book Now

You can also mail us on sales@mindless.digital for any queries.

About the author:

Pragun Jain is a seasoned digital marketer who has worked with over 500+ businesses ranging from billion dollar SAAS enterprises to 5-star hotel chains, restaurants and retail stores. He has managed over USD 75M in paid media spend across Google Ads, Meta Ads, LinkedIn Ads and other digital marketing channels.

You can visit his LinkedIn profile here.

Found the article interesting? Share it with your peers.
December 23, 2024
How to use Google Ads Settings & Campaign Set Up for Maximum Performance
When setting up campaigns in Google Ads, you’ll often come across a plethora of ads settings which can seem daunting as well as confusing. And that’s how it is meant to be! Google provides you with a bulk load of settings so that you mess up and spend more, earning Google it’s fair share of revenue.

Implement these settings to stop Google from wasting your marketing budget!

In this article, we are going to learn how to run frugal search campaigns by choosing the precise settings in Google Ads and setting up your campaigns for success. These settings are the base of your campaign, messaging, keyword targeting, location and audience targeting as well as placements and bidding.

Google Ads Settings for Account and Campaign Set up

Google Ads Settings in your ads account are at two levels
1. Account
2. Campaign
Account level Settings in Google Ads

Let’s take a quick look at the account level settings before diving into the details of campaign level settings. The important and advanced settings for you Google Ads Account are:
1. Tracking Template: you can configure a dynamic tracking template by using multiple parameters as variables. These will reduce your effort to set up UTMs at campaign, ad group or ad level.
2. Auto Tagging: This ads click ID (GCLID) to your parameter so that every click can be tracked with a unique ID across the whole funnel. This is also used by Google in its attribution models and automated optimization of the campaigns.
3. Call Reporting: There are three further settings available for the following purposes:
  1. Get detailed info
  2. Save call recordings
  3. Share data with 3rd party call analytics provider
4. Account level negative keywords: You can add up to 1000 keywords at account level. These will reduce your effort while setting up campaigns.
5. IP Exclusion: You can exclude the IPs for your office locations so that your employees who regularly search for brand name don’t see the ads. You should also work with your IT team to exclude any IP’s sending spam traffic.
6. Customer Match for Smart Bidding & Optimized Targeting: This further has two settings to choose from as a checkbox to switch on or off:
  1. Use all customer match lists in Smart Bidding and Optimized Targeting
  2. Conversion Tags: Turn on conversion based customer lists
Campaign Settings in Google Ads

For Google Search Ads, we have more than a dozen settings that need to be precise to maximize the campaign performance. Some of these settings are conveniently (for Google) hidden in drop down menus or are pre chosen for you stating ease of use and better performance but in reality with the intent that you spend more with lesser control to optimize performance. Now let’s list down these settings and my best suggestions on how to use them
1. Conversion Goal
  1. Account default
  2. Campaign Specific
Account default goals make it easier for you to manage multiple campaigns and provide enough data for optimization across the account. Thus, I suggest using account specific goals. Multiple goals can be selected as account specific. This is helpful specially in B2B to optimize some campaigns for upmarket. On the other hand, for B2C businesses, campaign specific goals can be useful during seasonal campaigns with engagement related goals.
1. Customer Acquisition
  1. For new customers only
  2. For existing and new customers
As discussed in my previous blog on Bid Strategies and Optimization, This is an extremely useless setting meant for you to choose an extremely high target CPA and spend more. Google is hardly able to distinguish between new and existing customers based on either cookies or email IDs. Thus, I suggest not to use this setting and keep it at default for both new and existing customers.
1. Marketing Objective: These can be Sales, Leads, Traffic or No Goal guidance. Choosing this will not have any impact on your campaign performance. But I suggest choosing the right one to help google learn about your business objectives.
1. Networks
  1. Search Partners
  2. Display (Search on Display)
My experience with both of these has been dismal. However, for some industries Search Partners may provide a low CPA but will also have a low volume which is fine. Analyze Search Partners data regularly to find out if this setting should be unchecked for any campaigns. I use it mainly for brand and competitor campaigns and not for generic campaigns.

For Search on Display, using this setting will help you get conversions and leads at a very low CPA. However, for B2B the quality of leads will not be at par so you may end up with high cost per deal. For B2C, I would again suggest analyzing this at campaign level and accordingly switch on or off this setting. I have seen good results from this campaign in hotel industry.
1. Location
  1. Location Inclusion and Exclusion by Country, State, City, Region or Radius
Then there is a hidden option in drop down which is extremely important to reduce wastage of your marketing budget. This hidden drop down will expand into two options to choose from:
1. Presence: People in or regularly in your targeted location
2. Presence or Interest: People in or interested in your targeted location
I strongly suggest you choose the first option of Presence only as this will help you save a lot of wasted budget. Do not waste your money by choosing the second option because Google will start showing your ads across the globe where you won’t even be selling your products or services.
1. Languages: Choose the language of your ad messaging as well as targeted audience. This will help Google in targeting the right audience and share the ads in their native languages.
2. Budget
  1. Campaign budget
  2. Shared budget
Now again, this is one of those settings that you need to be extremely careful about. If you are a B2C business that is able to track RoAS end to end on Google Ads itself (not considering returns and other losses/expenses here), then using shared budget for your Generic KW campaigns can make life extremely easy for you. You can read more about budgeting strategy here.

On the other hand, for B2B businesses, where end to end tracking is not possible due to limited conversion volume or long sales cycles, I highly suggest using campaign level budgets as it will help you segment budgets on the basis of device type and keyword priority.
1. Bidding: There are multiple bidding strategies available in Google Ads. I have discussed this topic in detail in my previous blog which I highly recommend you to read in order to improve campaign performance.
1. Automatically Created Assets: The options here are On or Off.
Choosing this is highly dependent on the type of business, brand strategy and campaign. For most part you can use automatically created assets. But for any business with specific terms and conditions, offers or disclaimers, keep this option switched off.
1. Start and End Dates
Many of your campaigns will be evergreen campaigns without any end dates. But, seasonal or promotional campaigns need to have proper start and end dates as per your marketing calendar.
1. Broad Match Keywords: Again the options here are On or Off
I strongly recommend keeping this setting off so that Google does not waste your budget in haywire targeting. For businesses with monthly budget of $1M or more, keep this option On for only Broad Match campaigns. You can read my blog on Keyword Optimization to know more about this.
1. Dynamic Search Ads: Again there are only two options here On (based on domain or subdomain) and Off. Along with this there is an option to choose the language. My suggestion here is to keep this off and instead use a DSA ad group to monitor the performance and compare it to your other ads.
1. Value Rules for Conversion Goals based on Primary and Secondary Dimensions: This is useful mainly for B2C for engagement related metrics. In B2B, you should set up these values in Goals itself or use offline conversions import to use dynamic values.
1. Ad Rotation: This provides you to optimize ad performance by choosing one of the following options:
  1. Optimize
  2. Do not optimize
  3. Optimize for Conversions
  4. Rotate evenly
Go for the easiest option in this case and let Google optimize ad rotation on its own. However, in the first 2 weeks, keep an eye if the impressions are skewing highly towards just one of the ads, in which case you should rotate them evenly to get a better comparison.
1. Lead Form Settings: You can choose to show a lead form whenever someone interacts with your ads. For better brand recognition and getting more traffic to your website for retargeting, I would suggest to keep this off. However, if you wish to enable this option, you’ll need to use APIs to sync lead form to your CRM.
1. Campaign URL options and Custom Parameters: You can use custom tracking parameters to send data to your CRM and analytics software. This option helps you to build custom parameters as well as set up dynamic UTMs. If you have set this up at account as well as campaign level, then campaign level url tracking will be given precedence.
1. IP Exclusion: You can provide a list of IPs to be excluded from your ad impressions. This is especially useful to exclude traffic coming from searches originating from your own offices and to exclude any IP’s which are sending spam clicks or traffic to your ads. Mostly, larger enterprises who do not provide work from home option will find a use for this feature.
1. Brand: Here you have two further settings available.
  1. Inclusion Lists: If you use this setting, broad match will automatically be switched on. Use this cautiously and regularly check search term report to exclude irrelevant search queries. You can use this to target products and services from a specific brand. This works like a competitor campaign which has its keyword targeting divided into two parts – competitor brand names list is provided in this setting while the generic keywords related to products and services as added into your regular keyword space.
  2. Brand Exclusion: You can use this to avoid showing ads on searches by brands that you consider are not in the same segment such as yours. This comes in handy to maintain brand image. An example here would be that Apple includes Redmi, POCO and Vivo in this list. This would enable them to avoid ads whenever a user is searching for phones from these brands and using search queries such as buy POCO smart phone, buy Vivo camera phone. Google is getting better at showing ads specific to the brands being searched.
This concludes our comprehensive list of all the settings available in Google Ads at account and campaign level. It is important for any marketer to implement these precisely in order to achieve optimal performance from Google Ads campaigns.

For most small businesses going into such details for each campaign can be an uphill task and therefore, you may need to hire professionals or an agency to manage your Google Ads account and help you improve your marketing performance.

Mindless helps businesses get the best performance out of their Google Ads account. We have helped our B2C clients achieve 20x return on ad spend and B2B clients lower CPL by 20% while improving lead quality and funnel conversion rates. We have managed over USD 60M in ad spend across Google Ads, Facebook/Instagram Ads, LinkedIn Ads and other digital marketing campaigns. If your business is facing a challenge in optimizing Google Ads or other paid media channels, then book a free consulting session with our experts and find out how we can help your business achieve new heights.

Book Now

You can also mail us on sales@mindless.digital for any queries.

About the author:

Pragun Jain is a seasoned digital marketer who has worked with over 500+ businesses ranging from billion dollar SAAS enterprises to 5-star hotel chains, restaurants and retail stores. He has managed over USD 75M in paid media spend across Google Ads, Meta Ads, LinkedIn Ads and other digital marketing channels.

You can visit his LinkedIn profile here.

Found the article interesting? Share it with your peers.
December 22, 2024

Google Ads Bid Strategies & Bidding Optimization in 2025

Google Ads Bid Strategy and bidding optmizations blog banner

Wondering how to choose the best Google Ads Bid Strategies for your campaigns & optimize bids? Let’s give you some of the best practices and guidelines based on over $40 Million ad spend across Search, Display, Demand Gen, PMax and YouTube/video campaigns.

Fair warning, you may find my suggestions contrary to those by Google, but remember that I am here to help you maximize your marketing performance while Google’s ultimate goal is to earn more by making you spend more.

Quickly, what are Google Ads Bid Strategies? In Google Ads, bid strategies determine how much you pay for clicks, impressions, or conversions in your campaigns. These strategies align your bidding approach with your campaign goals, such as driving website traffic, increasing sales, or boosting brand awareness. Selecting the right bid strategy can significantly impact the performance and ROI of your campaigns.

Google has a plethora of bid strategies to confuse you. Moreover, you can also choose campaign level or portfolio bid strategies. The importance of these two changes with your business objective. For a B2C business, you can use portfolio strategies across your entire gamut of campaigns or use them at product/service level but for a B2B business, the value of the lead changes based on segment, device type and multiple other factors making it difficult to provide values to leads. Thus, multiple tCPA and tROAS bid strategies are a better option.

At a higher level, bid strategies serve only four objectives. Selecting the right bid strategy depends on your campaign objectives:

Traffic: Use Manual CPC or Maximize Clicks.
Conversions: Opt for Target CPA, Maximize Conversions, or Enhanced CPC.
Revenue: Choose Target ROAS or Maximize Conversion Value.
Awareness: Use CPM or Target Impression Share.

Google Ads Bid Strategies and sub-categories across campaign types

	Bid Strategy	Bid Strategy Sub Categories	Campaign Types
Campaign Level Bid Strategies	Impression Share	Anywhere on Page Top of Results Page Absolute Top of Results Page	Search, YouTube, Video
	Clicks	Maximize Clicks Max CPC bid	Search, Display, Demand Gen, Local
	Conversions	Fully Automated Target CPA	Search, Display, Demand Gen, PMax
	Conversion Value	Fully Automated Target RoAS%	Search, Demand Gen, PMax
	Viewable Impressions / Viewable CPM		Display, YouTube, Video
	Target CPV or vCPM		YouTube, Video, Display
	tCPM		YouTube, Video, Display
Portfolio Bid Strategies	Impression Share	Anywhere on Page Top of Results Page Absolute Top of Results Page
	Clicks	Maximize Clicks Max CPC bid	Search, Display, Demand Gen, Local
	Conversions	Fully Automated Target CPA	Search, Display, Demand Gen, PMax
	Conversion Value	Fully Automated Target RoAS%	Search, Demand Gen, PMax
	tCPA	Fully Automated Target CPA with max and min CPC limit	Search
	tROAS	Fully Automated Target RoAS% with max and min CPC limit	Search

Further in this article, we will majorly discuss the various bidding strategies for different types of campaign and campaign themes for Search, Display, Lead Gen and PMax campaigns. Based on your business choices and targets along with the learning of the campaigns, you may have to use different bid strategies across different Google Ads campaigns. Over time, you may even need to switch the strategies based on campaign learning, business goals, and campaign performance.

Use the below table as a cheat sheet to choose the best bid strategies for different campaign types and themes.

Campaign Type	Campaign Theme	Bid Level	Preferred Bid Strategy (B2B)	Preferred Bid Strategy (B2C)
Search	Brand	Campaign	Impression Share – Abs Top Conversions with target CPA	Max Clicks with limits Conversion Value with target RoAS%
	Competitor	Portfolio	Impression Share for limited competitors Max Clicks for limited budget tCPA based on campaign learning after 30 days	Impression Share for limited competitors Max Clicks for limited budget tROAS based on campaign learning after 30 days
	Generic	Portfolio	Max clicks for first 14 days tCPA	Max clicks for first 14 days tROAS and use max/min CPC limits
Display	Funnel Retargeting	Campaign	tCPM or vCPM	tCPM or vCPM
	Awareness	Campaign	tCPM or vCPM	tCPM or vCPM
	Engagement	Campaign	Max Clicks with CPC bids	Max Clicks with CPC bids
	Conversion	Campaign	Conversions with target CPA	Conversion Value with target RoAS%
PMax	Any	Campaign	Conversions with target CPA	Conversion Value with target RoAS%
Lead Gen	Any	Campaign	Conversions with target CPA	Conversion Value with target RoAS%

Google also gives us an option to target existing and new customers with different target values

Bid higher for new customers than existing customers
Only bid for new customers

While these sound great, they kind of serve no purpose. As soon as you choose any of these, your whole bidding optimization and performance will go for a whack. Google isn’t able to differentiate well between new and existing customers. If you choose to bid only for new customers, then the expected bid value will be 10x higher than your current CPA which for any business wouldn’t make any sense. To share an example from the accounts that I handle, Our current CPA varies between $250 to $500 depending on keyword cluster and device type. We get less than 10% duplicate leads/customers but if I choose to bid only for new customers, the expected target CPA rises to $7,500 and with that too my reach becomes so limited that I am unable to spend 10% of the regular budget on a daily basis.

Bid Optimization Strategies in Google Ads

Optimizing your bidding strategy involves tailoring it to specific business objectives. Here are common scenarios and how to approach them:

1. Low Conversion Rates

Action: Switch to “Maximize Conversions” or “Target CPA” to let Google optimize for conversion-focused bidding.
Example: A small e-commerce business struggling to convert traffic can use Target CPA to set a manageable acquisition cost, allowing for better ROI.

2. High Clicks but Low ROI

Action: Shift to “Target ROAS” to focus on conversion value rather than volume.
Example: A SaaS company generating leads but failing to convert them into high-value customers can set a ROAS target to align bidding with revenue.

3. Limited Budget but High Competition

Action: Use “Maximize Clicks” or “Enhanced CPC” with a cap on maximum bids to control costs while maintaining visibility.
Example: A startup targeting competitive keywords can optimize their limited ad spend for maximum exposure.

4. Focus on Brand Awareness

Action: Implement “Target Impression Share” or “CPM” bidding.
Example: A new product launch campaign can set a high impression share for relevant keywords to ensure top-of-mind awareness.

5. Seasonal Campaigns

Action: Use “Maximize Conversion Value” with season-specific budgets and ROAS targets.
Example: An online retailer during Black Friday can focus on high-value purchases using conversion value optimization.

6. Underperforming Keywords

Action: Adjust manual bids or use “Enhanced CPC” for precise optimization.
Example: A local service provider targeting specific cities can manually increase bids for high-performing locations.

7. Video Campaign Engagement

Action: Opt for “CPV” bidding to focus on maximizing views and interactions.
Example: A brand awareness video campaign for a new app launch can optimize cost-per-view for higher engagement.

8. Expanding Market Reach

Action: Combine “Maximize Clicks” with broader targeting options and responsive search ads.
Example: A business entering a new geographic market can focus on traffic volume to gather insights before shifting to performance-based bidding.

Decision-Making Framework

Analyze Data: Use performance reports to identify gaps in CTR, conversions, or ROI.
Set Goals: Define clear campaign objectives like traffic, lead generation, or revenue.
Test Strategies: Run A/B tests with different bid strategies to measure effectiveness.
Adjust Frequently: Monitor performance and tweak strategies as needed.

Understanding the nuances of each bid strategy and aligning them with your goals ensures efficient budget utilization and better campaign outcomes.

Optimizing bids requires huge amount of data analysis on regular basis. You also need to meld your budget, business goals, inventories and industry seasonality to this mix. Thus, sometimes bidding optimization may seem a daunting task.

Still confused which bid strategies are the best for your business and how to optimize them to maximize campaign performance?

Mindless helps businesses get the best performance out of their Google Ads account. We have helped our B2C clients achieve 20x return on ad spend and B2B clients lower CPL by 20% while improving lead quality and funnel conversion rates. We have managed over USD 60M in ad spend across Google Ads, Facebook/Instagram Ads, LinkedIn Ads and other digital marketing campaigns. If your business is facing a challenge in optimizing Google Ads or other paid media channels, then book a free consulting session with our experts and find out how we can help your business achieve new heights.

Book Now

You can also mail us on sales@mindless.digital for any queries.

About the author:

Pragun Jain is a seasoned digital marketers who has worked with over 500+ businesses ranging from billion dollar SAAS enterprises to 5-star hotel chains, restaurants and retail stores. He has managed over USD 75M in paid media spend across Google Ads, Meta Ads, LinkedIn Ads and other digital marketing channels.

Found the article interesting? Share it with your peers.

December 20, 2024

Category: Blog

What is B2B Digital Marketing?

Key Characteristics of B2B Marketing:

Examples of Companies Using B2B Digital Marketing:

1. Content Marketing

2. Search Engine Optimization (SEO)

3. Email Marketing & Marketing Automation

4. LinkedIn & Social Media Marketing

5. Account-Based Marketing (ABM)

6. Paid Advertising (PPC & Display Ads)

7. Webinars & Virtual Events

8. Affiliate & Influencer Marketing

What is B2C Digital Marketing?

Key Characteristics of B2C Marketing:

Examples of Companies Using B2C Digital Marketing:

Shopping Campaigns in B2C Digital Marketing

Facebook Shopping Campaigns:

B2C Digital Marketing Strategies

1. Social Media Marketing

2. Search Engine Optimization (SEO)

3. Paid Advertising & Shopping Campaigns

4. Influencer & Affiliate Marketing

5. Email & SMS Marketing

6. Video & Content Marketing

7. Personalization & AI-driven Marketing

Key Differences Between B2B and B2C Digital Marketing

1. Target Audience & Decision-Making Process

2. Sales Cycle

3. Content Strategy

4. Marketing Channels

5. SEO Strategy

6. Social Media Channels

7. Organic Social Strategy

8. Metrics Comparison

8. Engagement & Conversion Strategy

9. Marketing Enrichment Tools

B2B:

B2C:

Conclusion

Understanding B2B Digital Marketing for SAAS Companies

How does B2B Digital Marketing differ from B2C?

B2B Digital Marketing Channels & Traffic Sources

Digital Marketing Channels for SAAS Enterprises – Channel Strategies and Tips

Why is Digital Marketing for Doctors and Medical Practices now a necessity?

Digital Marketing for Doctors, Medical Practices and Healthcare Industry in the US

Digital Marketing Channels & Traffic Sources

Digital Marketing Channels for Medical & Healthcare Industry – Strategies and Tips

Digital Marketing Channels and Traffic Sources for Hotel Industry

Digital Marketing Channels for Hotel Industry – Strategies and Tips

Top 40 Google SEO Ranking Factors

On Page Technical SEO Ranking Factors

On Page Non-Technical SEO Ranking Factors

Off Page SEO Ranking Factors

Off Page Local SEO Factors

Let’s build a Predictive Audience in LinkedIn Ads.

We start by creating a matched audience.

Now, to create Predictive Audiences:

Now let’s quickly create your first lookalike audience on Facebook/Meta.

Start by creating a Custom Audience as a base to create Lookalike Audience

Now to create a lookalike audience for a customer list

Let’s build Google Ads Lookalike Audience using this step by step guide.

Create a Lookalike segment in your new campaign

Now you are ready to target the new lookalike audience – the best audience available on Google Ads.

Google Ads Settings for Account and Campaign Set up

Account level Settings in Google Ads

Campaign Settings in Google Ads

Google Ads Bid Strategies and sub-categories across campaign types

Use the below table as a cheat sheet to choose the best bid strategies for different campaign types and themes.

Bid Optimization Strategies in Google Ads

Decision-Making Framework

Still confused which bid strategies are the best for your business and how to optimize them to maximize campaign performance?