XMO in Depth

Portfolio-based Optimization

XMO adopts portfolio optimization techniques that allow optimization to work at different levels of a campaign. For instance, XMO optimizes a typical search marketing campaign by handling all search engines as a portfolio and achieving the expected result for the portfolio. Apart from search engines, campaigns, ad groups or even keywords can form a portfolio for this kind of optimization.

Consider an advertiser who engaged in online travel business and run a campaign across search engines in different regions:

XMO is using the attribution approach to determine the effectiveness of each online channel by assigning a score or a credit for every interaction and conversion that happened. Thus, allowing automatic budget allocation according to the channel’s overall contribution to the conversion.