SEM Keyword Research and Strategy 3

Question 1

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

Accepted Answer

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

Answer

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

Question 2

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

Accepted Answer

Low volume, lower competition, high specificity and intent

Answer

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.

Question 3

Which approach is best for discovering competitor keywords in SEM?

Accepted Answer

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

Answer

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

Question 4

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

Accepted Answer

Add irrelevant terms as negative keywords to block wasteful spend

Answer

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

Question 5

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

Accepted Answer

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

Answer

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.

SEM - Search Engine Marketing Practice Test

SEM - Search Engine Marketing Practice Test

SEM Keyword Research and Strategy 3