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?

Using shared budgets and portfolio bid strategies is the best practice for a flexible budget because it allows AI-driven solutions to optimize spending across multiple campaigns. Shared budgets enable the system to reallocate funds dynamically to campaigns with the best performance potential, while portfolio bid strategies manage bids across a group of campaigns to achieve overall performance goals. This flexibility empowers the AI to make real-time adjustments, maximizing results by allocating resources where they will have the greatest impact. Creating separate budgets for experiments limits the AI's ability to optimize the main budget. Adjusting targets monthly or quarterly is too infrequent for a truly flexible budget that benefits from AI's continuous optimization. Capping budgets at average daily spend restricts the AI's ability to capitalize on high-performing periods.