Case Study: Leading Online Travel Company achieves 50% ROI lift with Kenshoo Portfolio Optimizer (Kenshoo)

Kenshoo Portfolio Optimizer Delivers 50% ROI Lift for Online Travel Company

A top online travel company operating in a highly competitive market with fluctuating inventory and slim margins needed a smarter way to manage search campaigns. Rules-based bidding couldn’t account for varying transaction margins, position goals for valuable brand terms, competition and budget constraints simultaneously, so the company sought a portfolio-based approach to preserve ROI while meeting position targets.

Kenshoo implemented its Portfolio Optimizer™ (KPO), a responsive portfolio bidding algorithm that models marginal ROI across keywords, incorporates product-level margins and calculates revenue at booking, and lets the advertiser layer position constraints within ROI targets. The solution built hundreds of thousands of statistical models, enabled more aggressive promotions when appropriate, and delivered a 50% lift in ROI, turning unprofitable programs profitable while increasing brand presence, clicks and conversions on key branded terms.