- Creating a different budget for campaign experiments and unanticipated market changes
- Capping budgets at the average daily spend as a means of curbing unneeded spending during seasonal periods
- Changing performance targets monthly or quarterly as needed to optimize AI-driven solutions
- Utilizing shared budgets and portfolio bid strategies to get the most out of AI on a flexible budget
The correct answer is: Utilizing shared budgets and portfolio bid strategies to get the most out of AI on a flexible budget
Explanation: As a digital marketing manager with a flexible budget, your best practice would be to leverage shared budgets and portfolio bid strategies to maximize the utilization of AI capabilities. The provided content indicates that it is nearly impossible to predict demand using human intuition alone. Therefore, applying this principle to digital advertising campaigns, it is recommended to let Google’s AI and machine learning systems identify the changing demand and allocate budget accordingly. By setting the budget level at two or three times a campaign’s daily cost, you can ensure your campaigns are not restricted by budget, enabling Smart Bidding to function effectively. This approach is especially beneficial for marketers with full budget flexibility, as it allows them to keep investing as long as their campaigns meet performance targets, letting automation find all profitable conversions.