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?

  • Bidding Optimization
  • Targeting Optimization
  • Creative Optimization
  • Media mix optimization

Correct Answer is:
Media mix optimization

Felix has used media mix optimization to drive higher number of sales. This practice involves shifting media investment across media channels — moving budgets from lower-performing channels to higher-performing channels in order to improve the overall media performance. For example, if video ads drive sales at a higher ROI than display, a portion of the display budget may be moved to the video ad budget.