What are 2 best practices to follow as you build a paid search campaign? (Select the 2 correct answers.)

Writing action-oriented ad copy is crucial because it encourages users to click your ad by clearly stating what you want them to do (e.g., "Shop Now," "Learn More," "Sign Up"). This improves click-through rates and conversion potential. Conducting thorough keyword research is essential for identifying the terms your target audience uses when searching for products or services like yours. This ensures your ads appear for relevant searches, maximizing visibility and minimizing wasted ad spend. Ignoring negative keywords is a poor practice because negative keywords prevent your ads from showing for irrelevant searches, which saves money and improves the quality of your traffic.