A digital marketing manager for a large retailer manages a fully flexible budget for their campaigns. Which best practice should they follow in order to maximise results from their flexible budget?
- Create a separate budget for campaign experiments and unforeseen market changes.
- Adjust performance targets monthly or quarterly to optimise AI-driven solutions.
- Use shared budgets and portfolio bid strategies to maximise campaign flexibility and allow AI to do its work.
- Cap budgets at the average daily spend to eliminate unnecessary budget usage during seasonal periods.