Days ROAS A ROAS B Cost of A Cost of B

1 0.8 0.5 30 70
7 0.9 0.6 210 490

15 1.1 0.7 450 1050

30 1.3 0.8 900 2100
60 1.5 0.9 1800 4200
90 1.7 1 2700 6300

180 1.85 2.5 5400 12600

365 2 5 10950 25550

Days Return A Return B impression A impression B

1 24 35 167 0
7 189 294 24 0
15 495 735 11 0

30 1170 1680 6 0

60 2700 3780 4 0

90 4590 6300 4 0

180 9990 31500 0 1

365 21900 127750 0 2

195
545

10/20/2020 AXP Internal 1

 I solved it using excel solver Constraints:
Formulae used are Cost* ROAS <
Reinvesting
Roas=return/ cost budget =
Cost=Number of appropriate clicks*CPC
Number of clicks= CTR* Number of impressions according to budget
Keeping the impressions variable
and objective is to show the most profitable investment
to maximize the return

Return
4000 Return is less than Cost so we will not invest on this plan Goal To maximize Return on c
4500 Return is less than Cost so we will not invest on this plan Constraint:
5500 We will start investing in a 15 days plan on Keyword A 5000 =
We will reinvest the return from the 15days plan in the
7150 next 30 days 5000 =
We will reinvest the return from 30 days plan and in the
10725 next 60 days 5000 =
We will reinvest the return from 60 days plan and in the
18232.5 next 90 days 5500 =
The return from the last 90 days will be invested in
45581.25 keyword B for 180 days 7150 =
The return from the last 180 days will be reinvested in
227906.25 keyword B for 365 days 10725 =
18232.5 =
So, Invest in keyword A is for 195 days 45581.25 =
And keyword B for next 545 days

10/20/2020 AXP Internal 1

 Return

Return from the previous period

To maximize Return on cost incurred

5000

4000

4500

5500

7150

10725
18232.5
45581.25

10/20/2020 AXP Internal 1