SEM Keyword Research and Strategy 2

Question 1

What does 'keyword cannibalization' mean in SEM?

Accepted Answer

Multiple pages on your site targeting the same keyword, splitting Quality Score and traffic

Answer

Keyword cannibalization occurs when multiple pages target identical or very similar keywords, causing them to compete against each other and dilute overall performance.

Question 2

A search query with 'buy,' a brand name, and a model number most likely indicates which stage of the buying funnel?

Accepted Answer

Decision/Purchase

Answer

Transactional modifiers like 'buy' combined with specific product identifiers signal high purchase intent at the bottom of the funnel.

Question 3

Which metric best measures how often your ad appears relative to the total eligible impressions in an auction?

Accepted Answer

Impression Share

Answer

Impression Share shows the percentage of eligible impressions your ads received versus the total available, indicating how much opportunity remains.

Question 4

When should you use an 'exact match' keyword type instead of 'phrase match'?

Accepted Answer

When you need tight control over which specific queries trigger your ad

Answer

Exact match restricts triggering to queries that match the keyword's meaning very closely, giving advertisers precise control over traffic quality.

Question 5

What is a 'seed keyword' in the context of keyword research?

Accepted Answer

A broad, foundational term used as a starting point to discover related keywords

Answer

Seed keywords are short, core terms that represent your product or service and serve as the foundation for expanding into longer, more specific keyword lists.

SEM - Search Engine Marketing Practice Test

SEM - Search Engine Marketing Practice Test

SEM Keyword Research and Strategy 2