What are the two key building blocks for a search marketing campaign?

The two key building blocks for a search marketing campaign are effectively identified as keywords and ad copy.

Keywords are crucial because they represent the terms and phrases that potential customers use when searching for products or services online. Selecting the right keywords ensures that the ads reach the appropriate audience, maximizing the potential for clicks and conversions.

Ad copy is equally important as it is the text that appears in the advertisement. Compelling and relevant ad copy can capture users’ attention and entice them to click on the ad. It should effectively communicate the value proposition and encourage action, making it essential for driving traffic to the landing page.

Together, keywords and ad copy work in tandem to form the foundation of a successful search marketing campaign, creating a direct link between what users are searching for and how the advertisements engage them. This connection is vital for achieving effective advertising outcomes and maximizing return on investment.