Felix launched both a Google Video Ad campaign and a Google Shopping Ad campaign to drive sales of lumber on his home improvement website. He reviews his conversion data after two weeks and notices his video ads campaign seem to be assisting in driving higher lumber sales. He moves more of his budget to the Video Ads campaign. Which type of optimization has Felix used to drive higher lumber sales?

Question

Business

Tavian

26 May, 21:21

Felix launched both a Google Video Ad campaign and a Google Shopping Ad campaign to drive sales of lumber on his home improvement website. He reviews his conversion data after two weeks and notices his video ads campaign seem to be assisting in driving higher lumber sales. He moves more of his budget to the Video Ads campaign. Which type of optimization has Felix used to drive higher lumber sales?

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Answers (1)

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Kaya Landry · Answer 1

Media Mix Optimization

Explanation:

Media Mix Optimization (MMO) is a technique for efficiently distributing marketing spending across procurement networks to optimize certain company results (clicks, installations, profit).

Using Media Mix Optimization, an analyst, or some other marketing manager tries to maximize the total impact of the advertising budget by budget distribution across a range of marketing channels.

This approach provides a macro view of the advertising budget against attribution optimization, taking a micro view at the channel level (or even at the channel level of a campaign).