Practice Test GeeksSEM - Search Engine Marketing Practice Test
← All SEM Flashcard Decks

Keyword Research and Strategy Flashcards

7 cards from real SEM practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.

Read the first 7 Keyword Research and Strategy flashcards as text

  1. What is 'search intent' and why does it matter for keyword strategy?

    Answer: The underlying goal or motivation behind a user's search query

    Search intent categorizes what users actually want—informational, navigational, or transactional—allowing advertisers to match ads and landing pages to user needs.

  2. A 'long-tail keyword' typically has which combination of characteristics?

    Answer: Low volume, lower competition, high specificity and intent

    Long-tail keywords are more specific multi-word phrases with lower search volume but higher conversion rates and less competition, making them cost-effective targets.

  3. Which approach is best for discovering competitor keywords in SEM?

    Answer: Using tools like SEMrush or SpyFu to analyze competitor domains and their paid keywords

    Competitive intelligence tools allow advertisers to see which keywords competitors bid on, their estimated ad spend, and ad copy variations.

  4. What is the recommended action when the Search Terms report shows many irrelevant queries triggering your ads?

    Answer: Add irrelevant terms as negative keywords to block wasteful spend

    Adding irrelevant search terms as negative keywords prevents those queries from triggering your ads, improving campaign relevance and ROI.

  5. How does Google's 'close variant' matching affect exact match keywords today?

    Answer: Exact match can trigger for queries with the same meaning, including misspellings and paraphrases

    Google now allows exact match keywords to trigger for queries with the same intent, including plurals, reordered words, and synonyms, reducing the need for exhaustive keyword lists.

  6. What is 'keyword difficulty' as used in third-party SEO/SEM tools?

    Answer: A score estimating how hard it is to rank for or dominate a keyword given existing competition

    Keyword difficulty scores, such as those from Ahrefs or SEMrush, estimate competitive intensity based on factors like domain authority of ranking pages and advertiser competition.

  7. Which scenario is the best use case for targeting navigational keywords in a paid campaign?

    Answer: Protecting your brand when competitors bid on your brand name

    Bidding on your own brand name (navigational keywords) defends your position against competitors who might intercept users looking specifically for you.