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)

To effectively guide the campaign, Betty can take three key actions: set clear boundaries by choosing a thoughtful bid and budget, supply the system with sufficient, meaningful data and allow time for learning, and continuously monitor the strategy and objectives, adapting them as needed over time.

• Make adjustments to the campaign in reaction to hourly fluctuations in performance.
• Build a library of different ad assets, with the intention swapping them entirely on a weekly basis.
• Create helpful boundaries for the system to work within, by setting a thoughtful bid and budget.
• Provide the system with ample, meaningful data and the time to process it.
• Keep an eye on strategy and objectives, evolving them over time as needed.

Explanation:
Even with the power of machine learning, Betty’s strategic involvement remains essential for the success of her Google App campaign.

First, she must keep a close eye on strategy and objectives, adjusting them as business goals evolve. For instance, a shift from focusing on installs to in-app purchases requires a human decision that machine learning alone cannot make. Betty’s insights guide the campaign to stay aligned with broader business priorities.

Second, by setting a thoughtful bid and budget, Betty creates helpful boundaries within which the system can learn and optimize. These parameters define cost efficiency and spending limits, and their accuracy is critical to campaign performance.

Third, Betty must provide the machine learning system with high-quality, meaningful data—and enough time to learn from it. This includes implementing proper conversion tracking and ensuring a healthy volume of data so that the system can make informed adjustments over time.

While machine learning automates many operational tasks in an App campaign, it isn’t a “set it and forget it” solution. Marketers like Betty are responsible for shaping the strategy, adjusting direction as needed, and ensuring that the system has the resources and framework it needs to perform at its best.