Martina is managing a campaign that isn't trending toward the intended goal. What is the recommended approach?

When a campaign isn't meeting its goals, a comprehensive optimization approach is most effective. Automatic optimization, such as Amazon DSP's machine learning algorithms, can efficiently adjust bids and placements based on real-time performance data to improve delivery and efficiency. However, automatic optimization alone may not address all underlying issues or capitalize on strategic opportunities. Manual optimization allows Martina to apply her expertise by making informed decisions about targeting adjustments, creative refreshes, budget reallocations, or even pausing underperforming tactics. Combining both automatic and manual methods ensures that the campaign benefits from both data-driven efficiency and strategic human insight, leading to better overall performance. Relying solely on one method limits the potential for improvement.