Objective Drive YOY lift on Black Friday and across the Golden Quarter (October through December). Drive efficiencies within the campaigns to ensure they were investing in the right channels. Solution Segmented search campaigns by new visitors, previous visitors and converters’ profiles in Google and Bing in order to optimize by customer type. Utilized Kenshoo’s Portfolio Optimizer to automate bid and budgeting for these campaigns by customer type, and Halogen forecasting to develop and control spend pacing. Adopted a similar solution on shopping campaigns in order to better optimize bids and budgets. Results Kenshoo’s technology contributed to: For Black Friday, search revenue increasing by 66% and ROI growing by 75%. Shopping revenue for the same time period increasing by 104% and ROI growing by 32%. Overall, for both search and shopping, revenue growing 82% and ROI increasing 62%.