Case Study: WhiteFence achieves 28% revenue increase with Kenshoo Portfolio Optimizer

Kenshoo Portfolio Optimizer Delivers 28% Increase in Revenue by Bidding to True Keyword Value

WhiteFence, the leading U.S. price-comparison site for utilities and home services, needed better paid-search bidding across more than a dozen verticals with very different consumer behaviors and conversion paths. A single bidding model over- or under-valued interactions for some keywords, limiting performance.

By adopting Kenshoo and its Portfolio Optimizer to allocate value per unique conversion path and automatically adjust keyword bids, WhiteFence bid down over-inflated keywords and increased investment in the most profitable ones. The change drove a 28% revenue increase with only a 9% rise in spend, yielding a 17% lift in ROI.

WhiteFence