Digital marketing has displaced traditional marketing for several businesses globally. You need an excellent PPC expert in your team to run successful advertising campaigns. PPC professionals are in high demand, given the current digital marketing trends. If you are looking for PPC jobs, there are specific questions you must practice beforehand. Check out these PPC interview questions and answers, and be prepared for your next interview!
Some of the most commonly asked interview questions for PPC marketers and the best answers are listed below.
Frequently Asked Google AdWords Interview Questions:
1. What is PPC marketing?
PPC stands for pay-per-click marketing. It is a marketing strategy designed to drive traffic from search engines or other websites to a company’s website. The advertiser is paid when someone clicks on the ad. Hence, the payment is made per click.
2. What is Campaign Management?
Campaign management refers to the process of creating and managing an advertising campaign for a company on Google AdWords. The responsibility of the campaign manager is to manage the entire campaign and to prove the best return on investment (ROI).
3. What is Google AdWords?
AdWords is a Google advertising service that allows businesses to display their ads on Google’s search engine and advertising network. The company’s ad will appear when the user searches for particular keywords that are linked to the product or service that the company is offering.
4. How do AdWords work?
AdWords works under a bidding system: the higher the price of the ad, the higher its ranking. Companies advertising on AdWords pay the quoted amount only when people click on their ad.
5. Why is PPC an essential part of online advertising?
PPC is important because it shows results much faster than organic campaigns that integrate search engine optimization techniques (also referred to as “natural search”). PPC helps companies reach the right customers and is also useful in marketing products that otherwise may be difficult to find.
6. Why should people use Google AdWords?
The traffic generated via Google AdWords is worth much more than the millions of other surfers who visit a site. Traffic generated via pay-per-click links is more focused on the people who know what they are searching for, making such traffic more valuable.
7. What is the actual cost per click?
The actual cost per click (CPC) for advertisers is determined at auction and is not visible, but maybe less than your maximum CPC bid. This is because you only pay what’s required to beat the ad rank of the nearest competitor below you. The equation for determining CPC looks something like this: CPC = (Ad rank to beat / Quality score) + $0.01. However, the average CPC can be seen.
8. What is Ad Rank?
Ad Rank is the position of a particular ad on the Google page, determined by the bid placed on the keyword for that ad. The quality score will determine the ad rank.
9. What is Quality Score?
Google will rate the ad based on the keywords used and the design of the PPC ad. This rating is called the quality score. It depends on various factors such as keyword relevance, ad text relevance, and landing page quality. The higher the quality score, the better the chances of the ad being at the top of the list.
10. How does Quality Score affect ad position and CPC?
The quality score is directly proportional to the ad position and indirectly proportional to the CPC. If the quality score is higher, the position will be higher and costs lower.
11. Does the Google Page Rank of the landing page affect the Quality Score?
The quality score is not related to the Google page rank of a landing page.
12. Is PPC only appropriate for big brands?
No, businesses of any size can utilize the benefits of PPC. The most important aspect of a PPC campaign is to find the right keywords that are relevant and targeted.
13. What are the settings that can’t be changed once an Ad in an account is created?
After account creation, the currency and time zone may not be altered. This is why the details have to be filled in very carefully.
14. What is the Google Ads double-serving policy?
The Google Ads double serving policy states that an advertiser can’t use different accounts to advertise the same keywords or websites. Google enforces this policy to avoid showing ads of the same company to the users. Instead, they can view ads by different service providers and then choose.
15. How can conversion rates be improved?
Conversion rates can be improved by creating ads that perfectly match the keywords. Tightly-themed ad groups should be designed so that the target audience is directly sent to the best landing page. Conversion rates will also improve if the landing page quality is improved.
16. What is the limit of characters used in a PPC Ad?
A standard ad can have a maximum of 25 characters in the headline and 70 characters total in the descriptions. An expanded text ad can have 30 characters, each in the first and second headlines. The description of an expanded text ad can have 80 characters.
17. What are Invalid Clicks, and how does Google determine them?
An invalid click is one determined to be fake, unintentional, or caused by some malware. Google uses some sophisticated mechanisms and algorithms to determine such invalid clicks from any user account.
18. What is a Converted Click?
Converted clicks have simply clicked that resulted in conversions. Google AdWords no longer track them.
19. What is a Remarketing Audience?
The remarketing audience is comprised of users who have visited a website. If the remarketing tag is used on the website, these users can be added to the audience list.
20. What are Search Terms?
The exact words that trigger your ads are called search terms.
21. How does the Google AdWords auction work?
Google auctions run a billion times a month. Advertisers choose which keywords they want to bid on and how much they’re willing to spend. Then they pair groupings of these keywords (ad groups) with their ads. Google aggregates these bids and determines the “winning” bid, which establishes its value.
22. What is an Ad Group?
An ad group contains all of your keywords, landing pages, and advertisements. If an AdWords campaign with a proper structure is created, the advertiser will be rewarded by Google. To have a better structure, the keywords should be organized into a theme.
23. What is a Conversion Optimizer?
A conversion optimizer is a tool that helps in bid manipulation. It will decide which clicks will add value and can result in better returns on your investment.
24. List some of the Google Ad extensions
- Call extensions
- Review extensions
- Seller ratings
- Social annotations
- Offer ads
- Communication ads
- Image and drop-down navigation ad extensions
- Location extensions
25. What are the two most important factors that determine ad position?
The most crucial factor that determines ad position is the cost per click or CPC. The second factor is the click-through rate or CTR.
26. How is the Return on Ad Spend (ROAS) calculated?
ROAS is calculated by sales/spend.
27. What is the Impression Share Metric?
Impression share equals impressions divided by the total eligible impressions (an impression is counted each time your ad is shown). Various factors are used to estimate impressions, including quality, approval, status, etc. The data is accessible to ad groups, campaigns, and product groups, for example, and can help you determine if it’s viable to increase your budget to reach more people.
28. What is the character limit of a destination URL?
A destination URL can have a maximum of 1024 characters.
29. What is the difference between managed and automatic placements?
You can decide the location of an ad for a managed placement. A managed ad can be placed on the location network. This option is not available for automatic placements.
30. What can you do if your Ad gets disapproved?
When an ad gets disapproved, you will receive a notification. If this happens, you can work on the ad and fix any problems that might have caused the disapproval.
31. What is a Phrase Match?
Phrase match allows your ad to be displayed to target customers when they search for the exact keywords.
32. Can your Ad be used to link to a PDF format product brochure directly?
33. Which are better, broad matches with negative keywords or exact match keywords?
A broad match, along with negative keywords, will be more beneficial than an exact match keyword by itself. It will attract more traffic to your website. You will also be able to create keyword lists quickly.
34. What does click-through rate (CTR) mean, and how is it determined?
In advertising terms, CTR is the percentage of people who click on your ad after seeing it. The number of impressions divided by the number of clicks is used to compute it. A website’s click-through rate is calculated by dividing the total number of visitors who saw an ad by the number of people who clicked on it.
35. How do you intend to manage the Google Quality Score?
Keywords, ad copy, and landing page relevance all play a role in Google’s Quality Score. Smaller, more specific ad groups and fewer keywords can help you keep the greatest possible score.
That way, you’ll be able to develop more focused text that is more likely to locate its audience. You should have a good understanding of Quality Scores and how to enhance your own. There are situations when Quality Score isn’t a factor in your decision-making process.
36. What third-party keyword-finding tools do you employ?
There are a plethora of tools available outside of Google’s own search query that can help you identify new and related keywords. SEMrush, SpyFu, and Google Keyword Planner Tool should all be on their radar, as should any expert you hire to help you with your keyword research.
37. Ad Rank’s effect on the cost per click (CPC)?
The highest you’ll spend in terms of CPC (the actual amount you’re charged per click) is the bare minimum required to keep your ad in the top spot. Above-the-fold advertising in the Search Network often has a higher cost-per-click (CPC) than below-the-fold advertising.
38. What does On-Schedule Indicator (OSI) mean?
This is the percentage of impressions booked that the campaign is expected to deliver. The on-schedule indicator (OSI) is a more precise measurement of delivery status for networks that are set up to pace based on predicted traffic. However, before making any adjustments to a line item’s delivery schedule, it is imperative that the schedule’s forecast be consulted.
39. Why is it suggested to keep Display Network and Search Network campaigns separately?
Google suggests that separate campaign settings may be more productive on different networks; therefore, the answer may vary depending on the campaign.
40. What are the advantages of managed placements for advertisers?
You can use the Google Display Network to your advantage by adjusting your bids for specific positions.
41. How long should advertisers wait to evaluate its effectiveness after launching a new display campaign?
Google indicated a two to three weeks waiting time to measure the performance of a new campaign.
42. How can I get my Ad to rank higher in Bing?
You want to rank among the first eight results on Bing. According to Bing, the best way to get there is to improve your ad relevance, the quality of your landing page content, and the effectiveness of your copy.
43. What is the difference between search advertisements and content Ads in Bing?
Bing divides its advertising between search and content adverts. There are two types of ads: Google search ads and display ads. Ads in the content network are displayed in Windows apps.
44. Is there a formula for calculating Bing’s Quality Score?
Bing’s Quality Score is based on the predicted click-through rate, the relevancy of the ad, and the user experience on the landing page, the same as Google’s.
45. What type of audience should I be aiming for?
Choosing a segment is the next step after deciding what remarketing to use. Again, there are several types of visitors, and an expert should be able to advise you which type is best suited for a given marketing strategy.
46. Is my website set up to handle the tracking needs necessary to ensure the remarketing campaign is successful?
Through remarketing, you can get back in touch with consumers who have already shown interest in your online properties. Your site must support the pixels or codes required for a successful remarketing campaign before you begin.
47. What benefits does remarketing offer?
The following are some of the many advantages that a PPC specialist should be able to articulate about remarketing:
- Large-scale influence.
- A special purpose list.
- Customers who are most likely to buy.
48. Is it a good idea to use a list that AdWords has generated for me?
Yes, AdWords creates preset lists for you to utilize when you first establish a remarketing campaign. Then there’s the option of creating your own website remarketing list.
49. What are the most vital KPIs for success measurement?
Remarketing has its own set of KPIs to monitor, just like any other marketing campaign. eCPM, click-through rate (CTR), cost per click (CPC), and return on investment (ROI) are some examples (ROI). Get clear on your aim and the KPIs that best reflect it before you begin your project.
50. What budgetary options exist on Facebook?
On Facebook, there are two types of budgets: daily and lifetime.
51. How can I boost my Ad’s number of impressions?
A lack of or weak impressions could indicate a variety of factors:
- Ad budget is too low.
- The same people keep seeing your ad.
- People in your target demographic overlap.
- An expert in PPC should be able to identify the problem and suggest ways to fix it.
52. What is the relationship between campaign and account spending levels and budget allocations?
Budgets and spending plans should be discussed openly between you and your PPC consultant so that everyone involved knows what is expected of them. Facebook’s campaign budgets and spending levels should familiarise both of you.
53. Why do you think PPC is important in digital marketing?
PPC, or “Pay-per-click,” is a form of digital advertising where advertisers pay a fee each time a user clicks on one of their ads. In other words, it’s a way of buying visits to a website rather than trying to “earn” them organically through search engine optimization (SEO) or other marketing methods.
Here’s why PPC (Pay-per-click) advertising is an essential component of digital marketing:
- Targeted Advertising
- Measurable Results
- Quick Results
54. Explain IP address exclusion in Google AdWords
IP address exclusion in Google AdWords is a feature that allows advertisers to prevent their ads from being displayed to specific IP addresses. It can be used for various reasons, such as to prevent internal traffic from being counted in campaign performance data, to exclude traffic from competitors or countries where a business does not operate, or to prevent fraudulent or invalid clicks.
AdWords allows advertisers to exclude up to 500 IP addresses or IP ranges per campaign. It’s important to note that IP address exclusion is not a foolproof method for preventing unwanted clicks, as IP addresses can be dynamic and change frequently. However, it can still be a valuable tool for reducing the number of unwanted clicks and improving campaign performance.
55. Explain the search term report in Google Adwords
The search term report is an essential tool for optimizing and refining Google AdWords campaigns. It shows advertisers the actual search terms that triggered their ads to appear. This report provides valuable insights into the performance of an advertiser’s keywords, ad copy, and targeting.
56. What are the different sizes of display Ads?
- Medium Rectangle (300 x 250)
- Leaderboard (728 x 90)
- Wide Skyscraper (160 x 600)
- Large Rectangle (336 x 280)
- Half-Page (300 x 600)
- Billboard (970 x 250)
- Mobile banner (320 x 50)
- Square (250 x 250)
57. Explain the different types of billing strategies
Advertisers need to choose the billing strategy that best aligns with their advertising goals and budget. Some of the common billing strategies are:
- Pay-per-click (PPC): With PPC, advertisers are charged each time someone clicks on their ad. It can help ensure that advertisers only pay when someone has shown a clear interest in their product or service.
- Cost-per-thousand impressions (CPM): With this strategy, advertisers are charged a set rate for every 1,000 impressions, or views, of their ad. CPM is often used for display advertising, where advertisers want to increase their visibility and brand awareness.
- Cost-per-action (CPA): With this strategy, advertisers are only charged when a specific action is taken, such as a sale, a lead form submission, or a download. CPA is often used in affiliate marketing, where advertisers pay a commission to publishers who refer customers to their websites.
- Cost-per-view (CPV): With this strategy, advertisers are charged each time someone views their video ad. CPV is often used in video advertising on platforms like YouTube, where advertisers want to increase views and engagement.
- Flat rate: With this strategy, advertisers pay a set amount for a specific advertising placement or time period. Flat rate billing is often used in sponsorships, where advertisers pay to have their brand featured prominently in a specific event or location.
58. What is keyword insertion?
Keyword insertion allows advertisers to dynamically insert the keyword that triggered their ad into the ad copy. This feature allows advertisers to create more relevant and personalized ads tailored to the specific search queries that users are entering.
59. Give some reasons why keyword insertion might not be working
- Keyword is too long
- Keyword is not eligible to trigger the ad
- Misspelled code
- Ad is disapproved
60. How can you improve your Ad position in Google AdWords?
- Increase your bid
- Improve your ad relevance
- Increase your Quality Score
- Improve your ad extensions
- Refine your targeting
61. What is the maximum length of the destination URL?
The maximum length of the destination URL is 2048 characters. This includes the domain name, subdirectory, and any tracking parameters or other information you may need in the URL.
62. How can you improve the landing Page quality in Google AdWords?
- Make sure your landing page is relevant
- Ensure a good user experience
- Provide high-quality content
- Include clear calls-to-action
- Optimize for keywords
63. Define frequency capping in Google Ads. Where can you use them?
Frequency capping is a feature in Google Ads that allows you to limit the number of times your ads are shown to a particular user within a specified time period. Frequency capping can be used in various types of Google Ads campaigns, including search, display, and video. It can be especially useful in remarketing campaigns, where you want to target users who have already interacted with your website or previous ads.
64. What is the difference between clicks and impressions?
- Impressions: You can count an impression each time your ad is displayed to a user on a website or app. Impressions measure the number of times your ad was viewed, regardless of whether the user clicked on it. For example, if your ad is displayed on a website and 100 users view the page, that counts as 100 impressions.
- Clicks: You can count a click each time a user clicks on your ad to visit your website or take other desired actions. Clicks measure the number of times a user interacts with your ad. For example, if your ad is displayed on a website and 100 users view the page, but only 10 users click on the ad to visit your website, that counts as 10 clicks.
65. What are the different types of automatic bidding strategies?
- Target CPA (Cost per Acquisition)
- Target ROAS (Return on Ad Spend)
- Maximize Conversions
- Enhanced CPC (Cost per Click)
- Target Impression Share
66. What are the targeting options in search network Ads?
- Keywords Targeting
- Location targeting
- Language targeting
- Device targeting
- Demographic targeting
- Ad scheduling
66. What are the targeting options in-display Ads?
- Audience targeting
- Contextual targeting
- Location targeting
- Placement targeting
- Demographic targeting
- Remarketing targeting
67. What are the different types of access levels in AdWords?
- Account access level
- Administrative access level
- Standard access level
- Read-only access level
- Email-only access level
68. What is Ad rotation?
Ad rotation is displaying multiple advertisements on the same web page. The “Ad rotation” feature lets you select how frequently the ads in your ad group should be shown in relation to one another.
69. What is Google ad API?
The Google Ads API (Application Programming Interface) is a programmatic interface that allows developers to interact with Google Ads accounts. With the Google Ads API, developers can build custom applications that can perform various tasks related to Google Ads, such as creating and managing campaigns, ads, keywords, and targeting criteria.
The Google Ads API provides a range of functionalities that allow developers to automate and optimize their Google Ads accounts more efficiently. Some of the key features of the API include the ability to retrieve and analyze performance data, make real-time changes to campaigns, and create and manage reports.
70. How can you track conversions in Google AdWords?
Conversion tracking allows you to measure the performance of your ads by tracking actions that users take on your website after clicking on an ad, such as making a purchase, filling out a form, or subscribing to a newsletter.
71. Explain the difference between CPM, CPC, and CPV bidding
- CPM (Cost Per Thousand Impressions): Advertisers pay for every 1,000 impressions (views) of their ad, regardless of whether it is clicked on. CPM is often used in brand awareness campaigns where the goal is to maximize the number of views.
- CPC (Cost Per Click): Advertisers pay each time users to click on their ad in CPC bidding. The advertiser sets the maximum amount they are willing to pay per click, and the ad platform uses an auction to determine which ads will be shown and in what order.
- CPV (Cost Per View): Advertisers pay each time users to watch their video ad in CPV bidding. A view is typically counted after a user has watched the ad for a certain amount of time, such as 30 seconds.