Original LinkedIn post
❓ How do performance marketing teams optimize bid levels with Marketing Mix Modeling?
Simple example:
You're running a Google Performance Max campaign with target ROAS of 7.
MMM's campaign-level ROI tracking notices that this campaign has the highest marginal ROI. This means that out of all the campaigns, this campaign brings the highest return for the next invested dollar/euro.
You get a recommendation to lower your target ROAS to 6, so that the algorithm can invest more to the campaign.
👉 You're one step closer to a more optimal investment allocation.
After this, continue tracking how the ROI of your campaigns develop and implement optimization recommendations regularly across your campaign portfolio.