18. Sample Questions


1. SEM is defined as a series of tasks conducted in the purpose of _________________.

a) Generating leads 

b) Keeping up with the current trends

c) Modernization of the business

d) Increasing visibility of the website in the search engines through free and paid methods

2. SEM tasks can be divided into two major groups. Which ones are those?

a) Organic and paid reach

b) Offline and online sales

c) Social media and e-commerce

d) CPM and CPC

3. ROI helps you calculate profitability by comparing _________________.

a) Organic and paid reach

b) SEO and SEM

c) Investment and return

d) Analytics and CPC

4. Which of these SEM strategies can generate immediate results?

a) SEO

b) PPC

c) SMM


5. Search engines may penalize the websites that do not follow guidelines. Some of the reasons for penalties include:

a) Keyword stuffing and hidden text

b) Using PPC advertising

c) Having accounts on too many social networks

d) Having a lot of quality content on your website

6. PPC advertising includes promoting the website through _______________.

a) Promotions and posts

b) Search engine ads

c) Social media

d) Link building

7. Search engines display search engine ads at the _______________.

a) Bottom of the search engine result page

b) Top of the search engine result page

c) Top and on the side of the search engine result page

d) Top, bottom and on the side of the search engine result page

8. Search engines use ______________ to find and sort websites that are to be displayed in the SERP.

a) Analytics

b) Algorithm

c) Ads

d) Affiliates

9. Search engines allow advertising through advertising programs such as ________________.

a) Google and Bing

b) Google Search Console and Bing Webmaster Tools

c) Google Analytics and Bing Analytics

d) Google AdWords and Bing Ads

10. Google AdWords offers several options for advertising. Which of these options includes advertising through banners on other websites?

a) Google Search Partners

b) Google Search Advertising

c) Google Display Network

d) Google Analytics

11. There are two subtypes, which affect the amount of setting options inside Google AdWords campaign. Those are:

a) Standard and non-standard

b) Standard and advanced

c) Standard and all features

d) Simple and all features

12. If you want a user to be able to make changes to the campaign without allowing access to all of the aspects of the Google AdWords account, you should choose ________________.

a) Administrative access

b) Standard access

c) Read-only access

d) Email-only access

13. Besides account access, Google AdWords also allows linking other accounts, such as _______________.

a) Google Analytics

b) Bing Ads and Google Search Console

c) Keyword Planner

d) Google Analytics, Google Search Console and Google Play

14. Google AdWords account structure consists of three layers in a specific order. The correct order of those layers is:

a) Ad group, campaign, account

b) Account, campaign, ad group

c) Campaign, account, ad group

d) Account, ad group, campaign

15. Keyword is a word or phrase used by _________________.

a) Search engines to rank ads

b) Google Analytics to track performance

c) Search engines to match the search query with the content or an ad

d) Google Search Console to sort ads

16. Keyword matching types are used to ___________________.

a) Sort ads

b) Understand keyword performance

c) Distribute the usage of the same keywords

d) Control the campaign by determining when and where the ads are shown

17. Keyword matching type that includes showing the ads for the same keyword and close variations (not including synonyms) is:

a) Broad match modifier

b) Broad match

c) Phrase match

d) Exact match

18. The starting point of SEM, regardless if we talk about SEO or PPC is:

a) Link building

b) Keyword research

c) Image optimization

d) Optimization of HTML

19. Which of these is not a phase in keyword research?

a) Brainstorming

b) Determining the relevant keywords

c) Creating a list of keywords

d) Adding keywords to the meta description

20. The main purpose of negative keywords is to ________________.

a) Prevent your ads to be shown for those keywords

b) Display your ads instead of competitors’ ads

c) Rank your ads better as you have more keywords

d) Reduce the negative effect of keyword stuffing

21. Using relevant keywords and grouping them in ad group is recommended in order to _____________.

a) Increase the relevancy and efficiency of the ads

b) Optimize the website

c) Rank better than competitors

d) Increase the performance of the website

22. AdWords payment system is based on:

a) Budget

b) Auctions

c) Online payment

d) Total costs

23. Bid represents:

a) The total amount of assets you want to spend on the campaign

b) The minimum amount you pay per click

c) The maximum amount you pay per click

d) The estimated costs per ad

24. Manual bidding ____________________.

a) Is recommended for beginners

b) Allows you complete control over the campaign settings

c) Includes a limited number of options

d) Is not an option available in Google AdWords

25. Budget represents:

a) The total amount of assets you want to spend on the campaign

b) The minimum amount you pay per click

c) The maximum amount you pay per click

d) The estimated costs per ad

26. Shared budget is:

a) The budget you share publicly

b) The budget that is used for multiple campaigns

c) The budget that is assigned by several campaigns managers

d) The total budget amount for all the campaigns

27. Google uses _________________ to determine the relevance and the order of the ads.

a) Bidding

b) Budget

c) Quality score

d) Quality content

28. The formula for calculating ad ranking is:

a) Budget X bid X quality score

b) Budget X bid

c) Budget X quality score

d) Bid X quality score

29. Which of there does not influence quality score?

a) Relevant keywords

b) Landing page

c) Conversions

d) Click through rate

30. The best way to increase quality score is to:

a) Optimize the campaign by using relevant keywords, improving landing page and loading time

b) Increase the budget for the campaign

c) Increase the number of ads and ads groups

d) Optimize the visual content of your website and social media accounts

31. Choose Search Network only as your campaign type if _________________.

a) You want to optimize Google Merchant Center product inventory

b) You want to work on branding

c) You want to use videos in your campaign

d) You want the ad to appear next to the search results

32. All feature campaign settings allow:

a) Ad scheduling

b) Campaign name

c) Budget and bid

d) Target location

33. ‘Automate’ button on Google AdWords allows you to create rules, in order to automate your campaign. Some of those rules include:

a) Creating custom ads

b) Increasing the budget for the campaign that has high CTR

c) Using Ad Editor

d) Adding new keywords to the campaign

34. The correct structure of the campaign is:

a) Not relevant part of PPC advertising

b) Useful only if you use manual bidding

c) Important for monitoring performance of the campaign

d) Available only for advanced campaign settings

35. If you want to track the performance of the campaign, you have to __________________.

a) Determine the name of the campaign

b) Determine the budget for the campaign

c) Set up achievable goals

d) Use effective ads

36. In order to maximize the efficiency of the campaign tracking you should __________________.

a) Read several manuals on Analytics

b) Link Google Analytics account and Google AdWords account

c) Choose advanced campaign settings

d) Use several goals for keyword research

37. There are several types of goals in Google Analytics. If you want a specific URL to be the goal you want to track in Google Analytics, you should choose one of these types. Which one?

a) Destination

b) Duration

c) Pages per session

d) Event

38. The main purpose of A/B testing is to:

a) Analyze the website performance

b) Compare the efficiency of different campaigns

c) Compare the efficiency of different websites

d) Analyze the realization of Google Analytics goals

39. Search engines are programs that _______________________.

a) Store the data

b) Index and store the data of the websites

c) Index and store the data of the websites, and present the results

d) Index and store the data of the websites and presents the results that are related to the search query

40. Search engines get the information about the website through the process of ________________.

a) Writing

b) Crawling and indexing

c) Indexing and spamming

d) Ranking

41. Search engine friendly website is ____________________.

a) A mobile-friendly website

b) A website that is promoted through PPC advertising

c) A website that is completely built in Flash

d) A website that is easily accessible to the search engines

42. Which of these is on-page SEO element?

a) Links

b) Anchor text

c) Search engine ads

d) Title tag

43. Which of these is meta tag?

a) Keyword

b) Index / Noindex

c) Anchor text

d) Rich snippet

44. One of the reasons for penalization by search engines is _________________.

a) Canonical URL

b) Descriptive URL

c) Duplicate content

d) Meta description

45. Sitemap represents the list of all ______________.

a) The pages of the website

b) The images of the website

c) External links

d) The keywords

46. Social media marketing can improve SEM by ________________.

a) Promoting content through search engines ads

b) Sending newsletters

c) Generating traffic and conversion from social media

d) Promoting content through emails

47. Which one of these media cannot be used in developing SEM strategy?

a) Blog

b) Website

c) Search engine ad

d) TV ads

48. SEM strategy goals should be ___________________.

a) Optimistic and long-term

b) Realistic and measurable

c) Paid and organic

d) External and internal

49. One of these tools is not used in the monitoring phase of SEM strategy. Which one?

a) Advertising program used for running ads

b) Banners used for promotion

c) Analytics program

d) Trackable links

50. Some of the reasons causing high bounce rate on your website may be:

a) Average session duration

b) A lot of content on the page

c) Site design is not optimized

d) High page rank


1. d

2. a

3. c

4. b

5. a

6. b

7. d

8. b

9. d

10. c

11. c

12. b

13. d

14. b

15. c

16. d

17. d

18. b

19. d

20. a

21. a

22. b

23. c

24. b

25. a

26. b

27. c

28. d

29. c

30. a

31. b

32. a

33. b

34. c

35. c

36. b

37. a

38. b

39. d

40. b

41. d

42. d

43. a

44. c

45. a

46. c

47. d

48. b

49. b

50. c

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