SEM Keyword Research and Strategy Questions and Answers

Question 1

An e-commerce company selling specialized hiking gear wants to run a PPC campaign.
They find that the keyword 'shoes' has a very high search volume but a low conversion rate.
The keyword 'waterproof hiking boots for women size 8' has a much lower search volume but a significantly higher conversion rate.
This latter keyword is an example of what?

Accepted Answer

A long-tail keyword

Answer

A seed keyword

Answer

A negative keyword

Answer

A broad match keyword

Question 2

A digital marketing manager is setting up a new Google Ads campaign for a local plumbing service. To prevent the ads from showing for searches related to 'plumbing jobs' or 'free plumbing advice,' which strategy should be implemented?

Accepted Answer

Adding negative keywords like 'jobs' and 'free'

Answer

Using only exact match keywords

Answer

Increasing the daily budget to outbid competitors

Answer

Targeting a broader geographic area

Question 3

When developing a keyword strategy, understanding the user's goal behind a search query is critical. A user searches for 'best 4k tvs under $500'. Which type of search intent does this query most accurately represent?

Accepted Answer

Commercial

Answer

Navigational

Answer

Informational

Answer

Transactional

Question 4

Which of the following is the primary advantage of using Phrase Match over Broad Match in a Google Ads campaign?

Accepted Answer

It offers greater control over ad triggers by matching to searches that include the keyword's meaning.

Answer

It provides the maximum possible reach for brand awareness.

Answer

It guarantees the lowest possible Cost-Per-Click (CPC).

Answer

It is the only match type that works with automated bidding strategies.

Question 5

A marketing team is launching a campaign for a new software product. They begin their keyword research process by brainstorming a list of fundamental terms their target audience might use, such as 'project management software' and 'team collaboration tool'. What is this initial list of foundational keywords called?

Accepted Answer

Seed keywords

Answer

Negative keyword list

Answer

Conversion keywords

Answer

Secondary keywords

Question 6

In Google Ads, which keyword match type gives the ad platform the most control, using signals like a user's search history and the content of the landing page to show ads for relevant queries, even if they don't contain the keyword terms?

Accepted Answer

Broad Match

Answer

Exact Match

Answer

Phrase Match

Answer

Negative Match