What is a potential downside of using overly specific keywords?

• A. Fewer impressions.
• B. It reduces conversions.
• C. It increases clicks.
• D. It eliminates competition.

Answer: (A)

Using overly specific keywords narrows the audience because those terms have lower search volume, so there are fewer queries that match them. Impressions, the number of times your ad could be shown, tend to drop when your keywords are very tight, since fewer people are searching for those exact phrases. You might still capture highly relevant clicks and good conversions, but the trade-off is reduced reach and overall traffic. The other options don’t fit: very specific keywords don’t typically drive more clicks because fewer searches occur for them, they don’t automatically eliminate competition, and while conversions per click can be high, total conversions can fall if impressions are lower.