- Cap budgets at the average daily spend to eliminate unnecessary budget usage during seasonal periods.
- Create a separate budget for campaign experiments and unforeseen market changes.
- Adjust performance targets monthly or quarterly to optimize AI-driven solutions.
- Use shared budgets and portfolio bid strategies to maximize campaign flexibility and allow AI to do its work.
The correct answer is: Use shared budgets and portfolio bid strategies to maximize campaign flexibility and allow AI to do its work.
Explanation: When a digital marketing manager for a large retailer manages a fully flexible budget, the key to maximizing results lies in their ability to make the most of Google’s AI and machine learning capabilities. In the given content, it is emphasized that using shared budgets and portfolio bid strategies can significantly enhance campaign flexibility. This practice enables the manager to set a budget level at two or three times a campaign’s daily cost, thereby ensuring the campaigns are not limited by budget constraints. This approach allows Google’s Smart Bidding to do its job, leveraging machine learning to identify changes in demand and distribute the budget accordingly. This method is particularly effective for marketers in the “full flexibility” category, who can invest as long as their campaigns hit performance goals, allowing the automation to find all profitable conversions for their business.