Betty's manager is wondering why she needs to spend time on her new Google App campaign, as machine learning helps to automate a significant amount of the campaign. What are three things that Betty can do to guide the campaign? (Choose three)

While Google App campaigns are highly automated, a marketer's strategic guidance is crucial for success. The key is to provide the right inputs and strategic direction, rather than making frequent, manual adjustments.

NOTE: There appears to be an error in the provided "Correct Answer(s)". Reacting to hourly fluctuations is a poor practice that disrupts machine learning. The analysis below reflects Google's official best practices.

Analysis of Correct Best Practices

• Provide the system with ample, meaningful data and the time to process it: Machine learning performance depends on the quality and volume of data you provide. Your role is to set up accurate conversion tracking for valuable in-app events and allow the system sufficient time (the "learning period") to optimize without making premature changes.
• Keep an eye on strategy and objectives, evolving them over time as needed: You guide the campaign by setting the high-level strategy. This involves choosing the right campaign objective (e.g., installs, actions, value) and adjusting performance targets (like target CPA or target ROAS) based on your evolving business goals.
• Create helpful boundaries for the system to work within by setting a thoughtful bid and budget: The bid and budget are your primary levers for guiding automation. Setting a realistic target bid and an appropriate budget provides the system with clear parameters for achieving your performance goals while controlling spend.

Analysis of Incorrect Options

• Make adjustments to the campaign in reaction to hourly fluctuations in performance: This is a critical mistake. Automated systems need stable data over time to learn and predict performance. Frequent, reactive changes based on short-term data will destabilize the algorithm and hurt long-term results.
• Build a library of different ad assets, with the intention swapping them entirely on a weekly basis: While providing a diverse set of assets is a best practice, replacing them entirely on a frequent basis is too disruptive and resets the ad-level learning process.