- Use any Smart Bidding strategy to make bids across channels with AI.
- Limit sharing audience data in order to allow AI to operate without human input.
- Separate their Google Merchant Center account from their Google Ads account to avoid overlap.
- Build strong creatives customized to their sneaker products or offers.
The correct answer is: Build strong creatives customized to their sneaker products or offers.
Explanation: To initiate a Performance Max campaign for driving sales in their sneaker category, an online shoe retailer should build strong creatives customized to their sneaker products or offers. By leveraging automated assets like responsive search ads and image assets, they can harness machine learning to generate tailored ads for each unique user. While creating assets requires their input, Google’s AI provides guidance in optimizing those assets, such as through the Ad Strength rating, which measures relevance, quantity, and diversity of assets. By regularly reviewing this feedback, they can enhance their responsive search ads to maximize performance potential. Improved ad strength could lead to 9% more clicks and conversions on average, according to Google internal data.