If implementing foundational measurement and audience solutions is key to leveraging the AI opportunity, then the three best practices that comprise Google Ads AI essentials to deliver long-term performance for your business are: measure and attribute conversions accurately, engage with relevant customers, and build a foundational ads infrastructure.

• Develop and test new bid strategies.
• Implement third-party cookies.
• Measure and attribute conversions accurately.
• Engage with relevant customers.
• Build a foundational ads infrastructure.

The correct answers are: Measure and attribute conversions accurately, Engage with relevant customers, and Build a foundational ads infrastructure.

The given answer is correct. These three best practices form the foundation for leveraging Google Ads AI to achieve long-term performance:

1. Measure and attribute conversions accurately: Google’s AI thrives on high-quality conversion data. This includes setting up robust tracking (like the Google tag, enhanced conversions, and consent mode) and assigning accurate values to conversions. The better the data, the more effectively AI can optimize for your business goals.
2. Engage with relevant customers: Providing strong audience signals (like first-party data via Customer Match, or relevant audience segments) guides the AI to reach the most valuable potential customers. AI then uses these signals to find and engage with broader, relevant audiences across Google’s properties, driving incremental results.
3. Build a foundational ads infrastructure: This refers to having the correct technical setup, including sitewide tagging, properly linked accounts (e.g., Google Ads and Google Analytics), and a framework for consent management. A solid infrastructure ensures that data flows correctly to feed the AI and supports privacy compliance.

These three elements work synergistically, allowing Google’s AI to understand your business objectives, find the right customers, and optimize campaigns for maximum return.

Reference Link: AI Essentials: A Marketing & Advertising Checklist – Google Ads: https://business.google.com/in/resources/articles/ai-essentials/

This official Google Ads page explicitly lists these three as key pillars for leveraging AI: “1. Get ready with the right foundation (which includes measurement and infrastructure)… 2. Take action to maximise results with AI-powered campaigns (which involves engaging relevant customers)…” and directly discusses “Strengthen your measurement strategy,” “Establish robust sitewide tagging,” and “Adopt Customer Match.”