What is the most important thing to consider when optimising a search engine marketing campaign?

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What is the most important thing to consider when optimising a search engine marketing campaign?

1. Increasing the bid for the keywords you are targeting
2. Increasing the relevance of the keywords, ads, and landing page
3. Adding lots of keywords to the campaign to get more traffic
4. Continually changing the ad copy

Correct Answer: Increasing the relevance of the keywords, ads, and landing page

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