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Trắc nghiệm SEM Tiếng Anh
Bộ 12 - Trắc nghiệm SEM (Search Engine Marketing) Tiếng Anh

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Bộ 12 - Trắc nghiệm SEM (Search Engine Marketing) Tiếng Anh

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Câu 1: In the context of modern digital marketing, what is the primary distinction between SEO and SEM?

A. SEO is a subset of SEM that focuses exclusively on paid advertising strategies.
B. SEM typically refers to paid search activities like PPC, while SEO focuses on improving organic search rankings.
C. SEM is strictly limited to social media advertising whereas SEO is for search engines.
D. There is no distinction as both terms describe the exact same set of optimization techniques.

💡 Lời giải chi tiết:

According to standard industry definitions, SEM is generally used to describe paid search marketing efforts such as PPC, while SEO is dedicated to earning traffic through organic, non-paid listings. Kết luận Lý giải: SEM typically refers to paid search activities like PPC, while SEO focuses on improving organic search rankings.

Câu 2: Which of the following components is NOT directly used by Google to calculate the Quality Score of a keyword?

A. The daily budget allocated to the specific campaign.
B. Expected click-through rate (CTR).
C. Ad relevance to the search query.
D. Landing page experience and quality.

💡 Lời giải chi tiết:

Google determines Quality Score based on expected CTR, ad relevance, and landing page experience, whereas the campaign budget is a delivery setting rather than a quality metric. Kết luận Lý giải: The daily budget allocated to the specific campaign.

Câu 3: How is the Ad Rank of a search ad primarily determined in a standard Google Ads auction?

A. By multiplying the Maximum CPC bid by the Quality Score and considering ad thresholds and context.
B. Solely by the highest bidder in the auction regardless of ad quality.
C. By the total number of conversions a campaign has achieved in the last 30 days.
D. By the historical CTR of the entire account divided by the number of active ads.

💡 Lời giải chi tiết:

According to Google Ads documentation, Ad Rank is a function of your bid, Quality Score, and the expected impact of assets and other ad formats. Kết luận Lý giải: By multiplying the Maximum CPC bid by the Quality Score and considering ad thresholds and context.

Câu 4: Which keyword match type is denoted by using square brackets such as 'keyword' in a search campaign?

A. Broad match.
B. Phrase match.
C. Exact match.
D. Negative match.

💡 Lời giải chi tiết:

In SEM platforms like Google Ads, square brackets are the specific syntax used to designate the exact match type for a keyword. Kết luận Lý giải: Exact match.

Câu 5: What is the primary benefit of using 'Negative Keywords' in a Search Engine Marketing campaign?

A. To increase the total number of impressions for the ad.
B. To prevent ads from appearing for irrelevant search queries and reduce wasted spend.
C. To allow ads to show for synonyms of the main keyword.
D. To automatically increase the maximum CPC bid for high-performing terms.

💡 Lời giải chi tiết:

Negative keywords are essential for refining traffic quality by ensuring ads do not trigger for searches that are unrelated to the business offering. Kết luận Lý giải: To prevent ads from appearing for irrelevant search queries and reduce wasted spend.

Câu 6: In SEM, what does the 'Actual CPC' represent in an auction-based system?

A. The maximum amount an advertiser is willing to pay for a click.
B. The minimum amount required to maintain the first position on the SERP.
C. The final amount an advertiser pays for a click, often lower than the maximum bid.
D. The average cost per click across all competitors in the same industry.

💡 Lời giải chi tiết:

Actual CPC is the specific amount charged per click, which is typically the minimum amount needed to beat the Ad Rank of the advertiser directly below you. Kết luận Lý giải: The final amount an advertiser pays for a click, often lower than the maximum bid.

Câu 7: What is the primary goal of the 'Target ROAS' (Return on Ad Spend) bidding strategy?

A. To get as many clicks as possible within a fixed daily budget.
B. To maintain a specific average cost per acquisition (CPA).
C. To maximize conversion value while reaching a specific average return on investment for advertising spend.
D. To ensure that the ad always appears at the absolute top of the search results page.

💡 Lời giải chi tiết:

Target ROAS is an automated bidding strategy that adjusts bids to help get as much conversion value as possible at the target return you set. Kết luận Lý giải: To maximize conversion value while reaching a specific average return on investment for advertising spend.

Câu 8: Which metric is calculated by dividing the number of clicks by the number of impressions, then multiplying by 100?

A. Conversion Rate.
B. Click-Through Rate (CTR).
C. Return on Investment (ROI).
D. Cost Per Mille (CPM).

💡 Lời giải chi tiết:

CTR is a fundamental performance metric in SEM that measures the ratio of users who click on a specific link to the number of total users who view the ad. Kết luận Lý giải: Click-Through Rate (CTR).

Câu 9: Which of the following describes a 'Long-tail Keyword' in a search strategy?

A. highly competitive, one-word keyword with high search volume.
B. specific, multi-word phrase that usually has lower search volume but higher conversion intent.
C. keyword that contains more than 50 characters in length.
D. keyword that is only used in the meta description of a website.

💡 Lời giải chi tiết:

Long-tail keywords are more specific phrases that tend to attract more qualified traffic with a higher probability of conversion compared to broad head terms. Kết luận Lý giải: A specific, multi-word phrase that usually has lower search volume but higher conversion intent.

Câu 10: What is the purpose of 'Ad Extensions' (now called Assets in Google Ads)?

A. To reduce the Quality Score of competitors.
B. To provide additional information and interactive elements, typically increasing the ad visibility and CTR.
C. To increase the character limit of the main ad headline from 30 to 100.
D. To bypass the auction system and guarantee the top ad position.

💡 Lời giải chi tiết:

Assets or ad extensions enhance search ads by showing extra business information, which generally improves the click-through rate by making the ad more useful. Kết luận Lý giải: To provide additional information and interactive elements, typically increasing the ad visibility and CTR.

Câu 11: How does a high Quality Score benefit an advertiser in a PPC campaign?

A. It allows the advertiser to pay less for a higher ad position compared to competitors with lower scores.
B. It guarantees that the ad will be shown on the first page regardless of the bid amount.
C. It automatically doubles the daily budget of the campaign without extra cost.
D. It removes the need for landing page optimization.

💡 Lời giải chi tiết:

High-quality ads can lead to lower prices and better ad positions because the auction system rewards relevance and user experience. Kết luận Lý giải: It allows the advertiser to pay less for a higher ad position compared to competitors with lower scores.

Câu 12: Which bidding strategy is most appropriate for an advertiser whose primary goal is to increase brand awareness rather than direct sales?

A. Target CPA (Cost Per Acquisition).
B. Maximize Conversions.
C. Target Impression Share.
D. Enhanced CPC (eCPC).

💡 Lời giải chi tiết:

Target Impression Share is specifically designed to help advertisers reach a certain visibility threshold on the search results page, which is ideal for awareness. Kết luận Lý giải: Target Impression Share.

Câu 13: What happens when an advertiser uses 'Phrase Match' for a keyword like 'running shoes' under current Google Ads logic?

A. The ad only shows for that exact phrase with no words before or after.
B. The ad shows for searches that include the meaning of the keyword, potentially including words before or after.
C. The ad shows for any search related to 'shoes' or 'running' regardless of context.
D. The ad shows only when the user types the phrase in all capital letters.

💡 Lời giải chi tiết:

Modern phrase match allows ads to show on searches that include the meaning of your keyword, including variations where the user's query implies the same intent. Kết luận Lý giải: The ad shows for searches that include the meaning of the keyword, potentially including words before or after.

Câu 14: In an SEM account structure, at which level are 'Daily Budgets' typically set in Google Ads?

A. Account level.
B. Campaign level.
C. Ad Group level.
D. Keyword level.

💡 Lời giải chi tiết:

Budgets in Google Ads are managed at the campaign level, allowing advertisers to control spending for different marketing objectives. Kết luận Lý giải: Campaign level.

Câu 15: What is the function of a 'Callout Extension' in a search ad?

A. To allow customers to call the business directly from the ad.
B. To highlight specific selling points or features of the business like 'Free Shipping' or '24/7 Support'.
C. To display a map showing the physical location of the store.
D. To link the user to specific pages of the website other than the main landing page.

💡 Lời giải chi tiết:

Callout extensions are non-clickable snippets used to promote unique offers or attributes that make a business stand out from competitors. Kết luận Lý giải: To highlight specific selling points or features of the business like 'Free Shipping' or '24/7 Support'.

Câu 16: Which attribution model gives all credit for a conversion to the last ad the customer clicked before converting?

A. Linear attribution.
B. First-click attribution.
C. Last-click attribution.
D. Data-driven attribution.

💡 Lời giải chi tiết:

Last-click attribution is a traditional model that ignores any prior interactions and assigns 100% of the conversion value to the final touchpoint. Kết luận Lý giải: Last-click attribution.

Câu 17: What is the main advantage of 'Dynamic Search Ads' (DSA)?

A. They allow advertisers to manually write 50 different headlines for a single ad.
B. They automatically generate ads based on the content of a website to target relevant searches without keywords.
C. They guarantee a 100% CTR by using flashy animations in the search results.
D. They are only shown to users who have previously visited the website.

💡 Lời giải chi tiết:

DSA uses Google's organic web-crawling technology to automatically target search queries based on the actual content of your website. Kết luận Lý giải: They automatically generate ads based on the content of a website to target relevant searches without keywords.

Câu 18: What does 'Impression Share' measure in a search campaign?

A. The percentage of people who clicked your ad after seeing it.
B. The number of impressions your ads received divided by the estimated number of impressions you were eligible to receive.
C. The share of the market that knows your brand name.
D. The total number of impressions divided by the total cost of the campaign.

💡 Lời giải chi tiết:

Impression share is a metric used to understand how much of the total available audience you are reaching with your current settings and budget. Kết luận Lý giải: The number of impressions your ads received divided by the estimated number of impressions you were eligible to receive.

Câu 19: Which of these is a key factor in determining 'Landing Page Experience' for SEM?

A. The total number of backlinks pointing to the landing page.
B. The relevance of the page content to the ad and search query, along with page load speed and ease of navigation.
C. The amount of social media followers the brand has.
D. The use of the color red in the 'Buy Now' button.

💡 Lời giải chi tiết:

Google evaluates landing page experience based on how relevant and useful the page is to the user, its transparency, and technical performance like speed. Kết luận Lý giải: The relevance of the page content to the ad and search query, along with page load speed and ease of navigation.

Câu 20: When using 'Smart Bidding', what is the role of machine learning?

A. To automatically write the ad copy for every campaign.
B. To predict the likelihood of a conversion for every auction and adjust bids in real-time.
C. To find and delete low-performing keywords from the account.
D. To create new landing pages without human intervention.

💡 Lời giải chi tiết:

Smart Bidding uses historical data and contextual signals to optimize bids for each specific auction to meet the advertiser's conversion goals. Kết luận Lý giải: To predict the likelihood of a conversion for every auction and adjust bids in real-time.

Câu 21: What is 'RLSA' in the context of Search Engine Marketing?

A. Regional Local Search Advertising.
B. Remarketing Lists for Search Ads.
C. Real-time Landing Site Analysis.
D. Ranked List of Search Assets.

💡 Lời giải chi tiết:

RLSA is a feature that allows advertisers to customize their search ad campaigns for people who have previously visited their website. Kết luận Lý giải: Remarketing Lists for Search Ads.

Câu 22: Which search intent is characterized by a user looking for a specific website or brand, such as 'Facebook login'?

A. Informational intent.
B. Navigational intent.
C. Transactional intent.
D. Commercial investigation.

💡 Lời giải chi tiết:

Navigational intent occurs when the user's primary goal is to reach a specific destination or page on the internet. Kết luận Lý giải: Navigational intent.

Câu 23: In SEM, what is 'Conversion Tracking' used for?

A. To see which search queries led to a specific valuable action like a purchase or sign-up.
B. To track how many times the competitors' ads were clicked.
C. To increase the speed of the website server.
D. To automatically translate ads into different languages.

💡 Lời giải chi tiết:

Conversion tracking is a tool that shows what happens after a customer interacts with your ads, helping to measure the ROI of the marketing spend. Kết luận Lý giải: To see which search queries led to a specific valuable action like a purchase or sign-up.

Câu 24: What does the term 'Broad Match' signify for a keyword in Google Ads?

A. The ad will only show if the user types the exact keyword without any variations.
B. The ad may show for searches that include misspellings, synonyms, related searches, and other relevant variations.
C. The ad is only shown to people within a broad geographical area like a whole country.
D. The ad headline is stretched to fill the entire width of the search results page.

💡 Lời giải chi tiết:

Broad match is the default match type that allows the widest reach by matching ads to queries related to the keyword's concept. Kết luận Lý giải: The ad may show for searches that include misspellings, synonyms, related searches, and other relevant variations.

Câu 25: Which metric is the most relevant for an advertiser focusing on 'Efficiency' in terms of cost per result?

A. CPM (Cost Per Mille).
B. CPA (Cost Per Acquisition).
C. Total Impressions.
D. Average Ad Position.

💡 Lời giải chi tiết:

CPA measures the average amount an advertiser pays for each conversion, serving as a primary indicator of campaign efficiency. Kết luận Lý giải: CPA (Cost Per Acquisition).

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Kết quả của bạn:

Câu 1: In the context of modern digital marketing, what is the primary distinction between SEO and SEM?

Câu 2: Which of the following components is NOT directly used by Google to calculate the Quality Score of a keyword?

Câu 3: How is the Ad Rank of a search ad primarily determined in a standard Google Ads auction?

Câu 4: Which keyword match type is denoted by using square brackets such as 'keyword' in a search campaign?

Câu 5: What is the primary benefit of using 'Negative Keywords' in a Search Engine Marketing campaign?

Câu 6: In SEM, what does the 'Actual CPC' represent in an auction-based system?

Câu 7: What is the primary goal of the 'Target ROAS' (Return on Ad Spend) bidding strategy?

Câu 8: Which metric is calculated by dividing the number of clicks by the number of impressions, then multiplying by 100?

Câu 9: Which of the following describes a 'Long-tail Keyword' in a search strategy?

Câu 10: What is the purpose of 'Ad Extensions' (now called Assets in Google Ads)?

Câu 11: How does a high Quality Score benefit an advertiser in a PPC campaign?

Câu 12: Which bidding strategy is most appropriate for an advertiser whose primary goal is to increase brand awareness rather than direct sales?

Câu 13: What happens when an advertiser uses 'Phrase Match' for a keyword like 'running shoes' under current Google Ads logic?

Câu 14: In an SEM account structure, at which level are 'Daily Budgets' typically set in Google Ads?

Câu 15: What is the function of a 'Callout Extension' in a search ad?

Câu 16: Which attribution model gives all credit for a conversion to the last ad the customer clicked before converting?

Câu 17: What is the main advantage of 'Dynamic Search Ads' (DSA)?

Câu 18: What does 'Impression Share' measure in a search campaign?

Câu 19: Which of these is a key factor in determining 'Landing Page Experience' for SEM?

Câu 20: When using 'Smart Bidding', what is the role of machine learning?

Câu 21: What is 'RLSA' in the context of Search Engine Marketing?

Câu 22: Which search intent is characterized by a user looking for a specific website or brand, such as 'Facebook login'?

Câu 23: In SEM, what is 'Conversion Tracking' used for?

Câu 24: What does the term 'Broad Match' signify for a keyword in Google Ads?

Câu 25: Which metric is the most relevant for an advertiser focusing on 'Efficiency' in terms of cost per result?

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