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Bộ 14 - Trắc nghiệm SEM (Search Engine Marketing) Tiếng Anh

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Bộ 14 - Trắc nghiệm SEM (Search Engine Marketing) Tiếng Anh

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Câu 1: What is the primary conceptual difference between Search Engine Optimization (SEO) and Search Engine Marketing (SEM)?

A. SEM is a paid strategy to gain immediate visibility on search engines, whereas SEO focuses on earning organic rankings over time.
B. SEO requires a financial payment to search engines for every click received, while SEM is entirely free.
C. SEM only applies to social media platforms, while SEO is exclusively used for search engines like Google.
D. SEO results appear at the top of the page with an 'Ad' label, while SEM results appear at the bottom.

💡 Lời giải chi tiết:

According to general marketing standards, SEM involves paid tactics like PPC to secure ad placements, while SEO relies on unpaid strategies to improve organic rankings. Kết luận Lý giải SEM is a paid strategy to gain immediate visibility on search engines, whereas SEO focuses on earning organic rankings over time.

Câu 2: Which three core factors determine the Quality Score of a keyword in a Google Ads account?

A. Campaign budget, account age, and the number of active ad groups.
B. Expected click-through rate, ad relevance, and landing page experience.
C. The advertiser's total revenue, website speed, and social media followers.
D. Maximum CPC bid, geographic location, and the time of day the ad is shown.

💡 Lời giải chi tiết:

Based on Google's official documentation, Quality Score is calculated based on how well your ad and landing page meet the user's needs through expected CTR, relevance, and landing page quality. Kết luận Lý giải Expected click-through rate, ad relevance, and landing page experience.

Câu 3: How is the Click-Through Rate (CTR) calculated in a standard SEM campaign?

A. By dividing the number of conversions by the total number of clicks.
B. By dividing total cost by the total number of impressions.
C. By dividing the number of clicks by the number of impressions.
D. By multiplying the number of clicks by the average cost-per-click.

💡 Lời giải chi tiết:

CTR is a metric that represents the percentage of people who clicked an ad after seeing it, calculated by dividing clicks by impressions. Kết luận Lý giải By dividing the number of clicks by the number of impressions.

Câu 4: In modern Google Ads, how does 'Exact Match' (e.g., [running shoes]) behave regarding user search queries?

A. It only shows ads when the query is identical to the keyword, with no variations allowed.
B. It shows ads for searches that have the same meaning or intent as the keyword, including close variants like misspellings and synonyms.
C. It shows ads for any query that contains at least one word from the keyword phrase.
D. It prevents ads from showing if the user types any words other than 'running' or 'shoes'.

💡 Lời giải chi tiết:

Following recent updates to match types, Exact Match now includes close variants that share the same intent as the keyword rather than requiring an identical character match. Kết luận Lý giải It shows ads for searches that have the same meaning or intent as the keyword, including close variants like misspellings and synonyms.

Câu 5: Which components are used to calculate 'Ad Rank' during the search engine auction process?

A. The daily budget and the total number of keywords in the ad group.
B. The bid amount, Quality Score, and the expected impact of ad extensions and other ad formats.
C. The historical conversion rate and the advertiser's industry category.
D. The number of years the advertiser has used Google Ads and their total lifetime spend.

💡 Lời giải chi tiết:

Ad Rank is a value used to determine ad position and is calculated using the bid, auction-time quality components, and ad assets impact. Kết luận Lý giải The bid amount, Quality Score, and the expected impact of ad extensions and other ad formats.

Câu 6: What is the strategic purpose of using 'Negative Keywords' in a Search campaign?

A. To increase the cost of competitors' ads by bidding on their brand names.
B. To prevent ads from appearing for search terms that are irrelevant to the business, thereby reducing wasted spend.
C. To force the search engine to show ads only during the nighttime hours.
D. To automatically translate ad copy into different languages for international users.

💡 Lời giải chi tiết:

Negative keywords allow advertisers to exclude search terms from their campaigns to focus on the queries that matter to their customers. Kết luận Lý giải To prevent ads from appearing for search terms that are irrelevant to the business, thereby reducing wasted spend.

Câu 7: If an ad receives 1,000 impressions, 50 clicks, and 5 sales, what is the Conversion Rate?

A. 5%
B. 10%
C. 5%
D. 50%

💡 Lời giải chi tiết:

The Conversion Rate is calculated by dividing the number of conversions (5) by the number of clicks (50), which equals 10%. Kết luận Lý giải 10%.

Câu 8: What is the primary function of 'Remarketing' (or Retargeting) in SEM?

A. To find entirely new customers who have never heard of the brand before.
B. To show ads to users who have previously visited the advertiser's website or used their mobile app.
C. To hide ads from existing customers to save on marketing costs.
D. To automatically change the prices on a website based on a user's location.

💡 Lời giải chi tiết:

Remarketing is a way to connect with people who previously interacted with your website or mobile app by showing them relevant ads as they browse the web. Kết luận Lý giải To show ads to users who have previously visited the advertiser's website or used their mobile app.

Câu 9: How do 'Sitelink Extensions' typically benefit a search advertisement?

A. They remove all competitors from the search results page.
B. They allow the advertiser to pay a lower bid than the minimum requirement.
C. They provide additional links to specific pages of the website, increasing the ad's prominence and CTR.
D. They guarantee that the ad will always appear in the first position regardless of the bid.

💡 Lời giải chi tiết:

Sitelinks take people to specific pages on your site and can improve your ad's click-through rate by providing more options and taking up more space. Kết luận Lý giải They provide additional links to specific pages of the website, increasing the ad's prominence and CTR.

Câu 10: Which statement best describes 'Performance Max' campaigns in Google Ads?

A. campaign type that only allows ads to appear on the YouTube platform.
B. An automated goal-based campaign type that allows advertisers to access all Google Ads inventory from a single campaign.
C. manual bidding strategy that requires setting a specific CPC for every individual keyword.
D. campaign designed exclusively for text ads on the search results page only.

💡 Lời giải chi tiết:

Performance Max is a modern, AI-driven campaign type that serves ads across Search, Display, YouTube, Gmail, and Maps using automated optimization. Kết luận Lý giải An automated goal-based campaign type that allows advertisers to access all Google Ads inventory from a single campaign.

Câu 11: What is the main objective of using a 'Target ROAS' (Return on Ad Spend) bidding strategy?

A. To get as many clicks as possible within a fixed daily budget.
B. To achieve a specific average conversion value for every dollar spent on ads.
C. To ensure that the ad is always shown in the top absolute position.
D. To minimize the number of impressions to keep the brand exclusive.

💡 Lời giải chi tiết:

Target ROAS is a Smart Bidding strategy that helps you get more conversion value or revenue at the target return on ad spend you set. Kết luận Lý giải To achieve a specific average conversion value for every dollar spent on ads.

Câu 12: Which of the following describes the behavior of 'Phrase Match' (e.g., 'tennis shoes') after recent syntax updates?

A. Ads show on searches that include the meaning of the keyword, where the meaning can be implied and the user's search can be a more specific form of the meaning.
B. Ads show only if the user types the exact words in the exact order with nothing before or after.
C. Ads show only for queries that contain the keyword 'tennis' but exclude the word 'shoes'.
D. Ads show for any search query regardless of the meaning as long as the bid is high enough.

💡 Lời giải chi tiết:

Phrase match has been updated to incorporate the behaviors of the former Broad Match Modifier, matching queries that include the meaning of the keyword. Kết luận Lý giải Ads show on searches that include the meaning of the keyword, where the meaning can be implied and the user's search can be a more specific form of the meaning.

Câu 13: Why is 'Landing Page Experience' a critical component of SEM success?

A. Because it is the only factor used by Google to determine the monthly billing amount.
B. Because a high-quality landing page leads to better Quality Scores, lower costs, and higher conversion rates.
C. Because Google requires all landing pages to be hosted on Google's own servers.
D. Because landing pages are the only place where negative keywords are applied.

💡 Lời giải chi tiết:

A positive landing page experience makes it easier for users to complete tasks, which improves the ad's Quality Score and overall performance. Kết luận Lý giải Because a high-quality landing page leads to better Quality Scores, lower costs, and higher conversion rates.

Câu 14: In SEM, what is the primary difference between 'Manual CPC' and 'Automated Bidding'?

A. Manual CPC allows setting bids at the keyword level, while Automated Bidding uses machine learning to set bids based on likelihood of conversion.
B. Manual CPC is only for video ads, whereas Automated Bidding is only for text ads.
C. Automated Bidding is always cheaper than Manual CPC regardless of the competition.
D. Manual CPC requires a monthly subscription fee, while Automated Bidding is free to use.

💡 Lời giải chi tiết:

Manual CPC gives advertisers control over the maximum amount they pay per click, while Automated Bidding strategies optimize for specific goals using real-time data. Kết luận Lý giải Manual CPC allows setting bids at the keyword level, while Automated Bidding uses machine learning to set bids based on likelihood of conversion.

Câu 15: What is a significant advantage of using 'Responsive Search Ads' (RSAs) compared to 'Expanded Text Ads'?

A. RSAs allow advertisers to specify exactly which headline must appear first for every user.
B. RSAs automatically test multiple combinations of headlines and descriptions to show the most relevant ad to each user.
C. RSAs do not require a landing page URL to function properly.
D. RSAs are only displayed on non-Google search engines.

💡 Lời giải chi tiết:

Responsive Search Ads allow you to provide multiple headlines and descriptions, which Google's AI then mixes and matches to find the best performing combinations. Kết luận Lý giải RSAs automatically test multiple combinations of headlines and descriptions to show the most relevant ad to each user.

Câu 16: What does the 'Ad Strength' metric indicate in the Google Ads interface?

A. The total amount of money spent on that specific ad compared to competitors.
B. The relevance, quantity, and diversity of the ad headlines and descriptions provided for a Responsive Search Ad.
C. The physical size of the ad on the user's mobile screen.
D. The number of times the ad has been clicked by people in the last 24 hours.

💡 Lời giải chi tiết:

Ad Strength provides feedback on how well an ad creative follows Google's best practices for optimal performance. Kết luận Lý giải The relevance, quantity, and diversity of the ad headlines and descriptions provided for a Responsive Search Ad.

Câu 17: What is 'Impression Share' in the context of SEM performance monitoring?

A. The number of times an ad was shared on social media by users.
B. The percentage of impressions that your ads receive compared to the total number of impressions that your ads were eligible to get.
C. The ratio of impressions received on mobile devices compared to desktop computers.
D. The total number of unique users who saw the ad at least twice.

💡 Lời giải chi tiết:

Impression Share is a key metric to understand whether your ads could reach more people if you increased your bid or budget. Kết luận Lý giải The percentage of impressions that your ads receive compared to the total number of impressions that your ads were eligible to get.

Câu 18: How does the 'Search Terms Report' differ from the 'Keywords' list in a campaign?

A. The Search Terms Report shows the actual queries people typed, while the Keywords list shows the terms the advertiser is bidding on.
B. The Search Terms Report is used for SEO, while Keywords are used for SEM.
C. Keywords are only for broad match, while the Search Terms Report is only for exact match.
D. The Search Terms Report lists the competitor's keywords that are outperforming your own.

💡 Lời giải chi tiết:

The Search Terms Report provides visibility into what users are actually searching for when your ads are triggered, helping refine your keyword strategy. Kết luận Lý giải The Search Terms Report shows the actual queries people typed, while the Keywords list shows the terms the advertiser is bidding on.

Câu 19: What is the primary benefit of 'Ad Scheduling' (also known as 'Dayparting')?

A. It allows ads to be shown in different languages based on the time of day.
B. It enables advertisers to specify certain hours or days when their ads should appear or when to adjust bids.
C. It automatically creates new ad copy every Monday morning.
D. It prevents users from clicking on ads more than once per day.

💡 Lời giải chi tiết:

Ad scheduling allows you to display ads or change bids during specific times when your business is open or when your target audience is most active. Kết luận Lý giải It enables advertisers to specify certain hours or days when their ads should appear or when to adjust bids.

Câu 20: In SEM, what does the 'Customer Match' feature allow advertisers to do?

A. To automatically find and contact potential customers via their personal phone numbers.
B. To upload first-party data (like email lists) to reach and re-engage with existing customers across Google Search, Shopping, and YouTube.
C. To match the advertiser's website design with the customer's favorite color palette.
D. To see the private browsing history of any user who clicks on an ad.

💡 Lời giải chi tiết:

Customer Match is a powerful tool for using your own data to build stronger relationships with your customers by showing them targeted ads. Kết luận Lý giải To upload first-party data (like email lists) to reach and re-engage with existing customers across Google Search, Shopping, and YouTube.

Câu 21: What is the difference between 'First-Click' and 'Last-Click' attribution models?

A. First-click gives all credit to the first ad clicked, while Last-click gives all credit to the final ad clicked before conversion.
B. First-click is only used for organic search, and Last-click is only used for paid ads.
C. First-click measures the speed of the user's internet connection during the first visit.
D. Last-click is a manual process, whereas First-click is always fully automated by AI.

💡 Lời giải chi tiết:

Attribution models define how much credit each touchpoint in a user's journey gets for a final conversion. Kết luận Lý giải First-click gives all credit to the first ad clicked, while Last-click gives all credit to the final ad clicked before conversion.

Câu 22: How do 'Dynamic Search Ads' (DSAs) generate headlines for advertisements?

A. By randomly selecting words from the advertiser's social media posts.
B. By using content from the advertiser's website that matches the user's search query.
C. By requiring the advertiser to manually write 50 different headlines for every page.
D. By translating the headlines of competing websites into the local language.

💡 Lời giải chi tiết:

DSAs use Google's organic search index of your website to determine which pages are relevant to a user's search and generate headlines accordingly. Kết luận Lý giải By using content from the advertiser's website that matches the user's search query.

Câu 23: What is 'Location Targeting' by radius used for in an SEM campaign?

A. To show ads only to people who have lived in a specific city for more than five years.
B. To show ads to users within a specific distance around a business location or a specific point on the map.
C. To target users based on the physical size of their home or office.
D. To ensure ads are only seen by people who are traveling at a speed of more than 50 miles per hour.

💡 Lời giải chi tiết:

Radius targeting (also known as proximity targeting) is ideal for local businesses wanting to reach customers within a certain distance of their store. Kết luận Lý giải To show ads to users within a specific distance around a business location or a specific point on the map.

Câu 24: If a campaign has a very high Impression Share but a very low CTR, what is the most likely problem?

A. The budget is too low to show the ads to anyone.
B. The ad creative or headlines are not relevant or appealing to the users seeing them.
C. The website server is currently offline and cannot process any traffic.
D. The bids are too low to compete in the auction process.

💡 Lời giải chi tiết:

High impressions with low clicks suggest that while the ad is being seen, the content is not interesting or relevant enough for users to click. Kết luận Lý giải The ad creative or headlines are not relevant or appealing to the users seeing them.

Câu 25: Why might an advertiser choose to bid on 'Long-tail Keywords' instead of 'Head Terms'?

A. Long-tail keywords are always more expensive and have higher search volume.
B. Long-tail keywords are typically more specific, have less competition, and often lead to higher conversion rates.
C. Long-tail keywords are the only keywords allowed in Google Shopping campaigns.
D. Search engines give a financial bonus to advertisers who use keywords longer than ten words.

💡 Lời giải chi tiết:

Long-tail keywords target more specific intent, which usually means the user is closer to a purchasing decision, and they often cost less due to lower competition. Kết luận Lý giải Long-tail keywords are typically more specific, have less competition, and often lead to higher conversion rates.

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Kết quả của bạn:

Câu 1: What is the primary conceptual difference between Search Engine Optimization (SEO) and Search Engine Marketing (SEM)?

Câu 2: Which three core factors determine the Quality Score of a keyword in a Google Ads account?

Câu 3: How is the Click-Through Rate (CTR) calculated in a standard SEM campaign?

Câu 4: In modern Google Ads, how does 'Exact Match' (e.g., [running shoes]) behave regarding user search queries?

Câu 5: Which components are used to calculate 'Ad Rank' during the search engine auction process?

Câu 6: What is the strategic purpose of using 'Negative Keywords' in a Search campaign?

Câu 7: If an ad receives 1,000 impressions, 50 clicks, and 5 sales, what is the Conversion Rate?

Câu 8: What is the primary function of 'Remarketing' (or Retargeting) in SEM?

Câu 9: How do 'Sitelink Extensions' typically benefit a search advertisement?

Câu 10: Which statement best describes 'Performance Max' campaigns in Google Ads?

Câu 11: What is the main objective of using a 'Target ROAS' (Return on Ad Spend) bidding strategy?

Câu 12: Which of the following describes the behavior of 'Phrase Match' (e.g., 'tennis shoes') after recent syntax updates?

Câu 13: Why is 'Landing Page Experience' a critical component of SEM success?

Câu 14: In SEM, what is the primary difference between 'Manual CPC' and 'Automated Bidding'?

Câu 15: What is a significant advantage of using 'Responsive Search Ads' (RSAs) compared to 'Expanded Text Ads'?

Câu 16: What does the 'Ad Strength' metric indicate in the Google Ads interface?

Câu 17: What is 'Impression Share' in the context of SEM performance monitoring?

Câu 18: How does the 'Search Terms Report' differ from the 'Keywords' list in a campaign?

Câu 19: What is the primary benefit of 'Ad Scheduling' (also known as 'Dayparting')?

Câu 20: In SEM, what does the 'Customer Match' feature allow advertisers to do?

Câu 21: What is the difference between 'First-Click' and 'Last-Click' attribution models?

Câu 22: How do 'Dynamic Search Ads' (DSAs) generate headlines for advertisements?

Câu 23: What is 'Location Targeting' by radius used for in an SEM campaign?

Câu 24: If a campaign has a very high Impression Share but a very low CTR, what is the most likely problem?

Câu 25: Why might an advertiser choose to bid on 'Long-tail Keywords' instead of 'Head Terms'?

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