Please, help with both, please.

Which of the following can improve effectiveness of Display Ads? If the landing page is consistent with the Display ad - meaning the content on the landing page is what you would expect to see, by clicking on the ad If the landing page is novel, and unexpected, compared with the Display Ad If the Display Ad contains dramatic or eye-popping visuals Question 11 5pts Which of the following strategies helps optimize the design features of (i.e., improve the effectiveness of) Display Ads? A/B testing Dynamic retargeting Keyword targeting Obtrusiveness Context Matching