Are you going for a PPC interview and wondering what questions will be asked? Then, this article is all you need to read today. This blog comprises the most crucial PPC interview questions often asked by interviewers. Make sure to stick to this PPC interview question and answer guide to understand the real-intend and the depth of PPC interview questions.
This ultimate guide of PPC interview questions is specially designed for all those who are:
- Appearing for a PPC job interview
- Seeking to apply for a job in PPC marketing
- Interviewers themselves are looking for the right questions to be asked in a PPC interview.
PPC marketing is considered one of the crucial marketing strategies in digital marketing. To implement a paid marketing strategy in Google Ads, one must understand theoretical and practical implementation using the interface. PPC experts are in high demand, given the current digital marketing trends. If you are looking for jobs in PPC marketing, there are some particular interview questions you must practice beforehand.
Check out this ultimate guide on PPC interview questions and answers to prepare for your following interview.
Here we have listed the most commonly asked PPC interview questions and the best answers to these questions below.
Most Asked PPC Interview Questions – Ultimate Guide
- What is PPC Marketing?
PPC stands for pay-per-click marketing. It is a digital marketing strategy to drive traffic from search engines and other partner websites to our website. The advertiser only pays when someone clicks on the ad. Hence, the payment is made per click.
- What is the difference between branding and direct marketing?
In the case of branding, the advertiser has to expose his brand to applications and websites with higher audience reach. The most known methods of branding are YouTube ads, custom ads, display target ads, and remarketing.
And in the case of direct marketing, the advertiser is interested mainly in establishing communication with his target audience through different mediums like emails, catalogs, flyers, etc.
The fundamental difference between branding and direct marketing is that branding builds awareness, whereas direct marketing helps companies reach out to their customers directly.
- What is campaign management?
Campaign management refers to creating and managing an advertisement campaign for an organization on Google Adwords. In this, the campaign manager has to divide the campaign based on Ad groups, choose relevant keywords for each AdGroup, manage the ad formats, bid for keywords, etc. The overall responsibility of a campaign manager is to manage the entire campaign and provide a positive ROI.
- What is Google Adwords?
Google AdWords is an online advertising platform by Google that provides companies with a way to reach their potential target audience by running their ads.
It is the most popular Pay-Per-Click advertising system in the world. This tool allows marketers to set a budget for ads; the payments happen when users click on the ads. Google AdWords services basically focus on keywords.
Unlike other PPC services, such as Facebook Ads, it gives two options to reach potential customers:
- Through Google’s search network.
- Through Google’s display network.
- How does Adwords work?
Adwords work under a bidding system: the higher the ad price, the higher its position. Companies advertising on Google Adwords pay the quoted amount only when users click on their ad.
- Why is PPC an essential part of online advertising?
PPC advertising has become vital because it delivers results faster than organic campaigns that integrate search engine optimization(SEO) techniques, also known as natural search. PPC advertising helps brands reach the right customers and is also valuable for marketing such products that otherwise may be hard to find.
- Why should people use Google Adwords?
The traffic Google Adwords generates worth much more than the millions of other surfers who visit a website. The traffic to your website via pay-per-click links is more focused on the people who know what they are searching for, making such traffic more valuable.
- What is the actual cost per click?
The actual Cost Per Click (CPC) is the final amount you are charged for a click. The actual CPC is determined at auction and not visible, but it may be less than your maximum CPC bid. It is because you only pay the amount that is required to beat the ad rank of the nearest competitor below you. The equation to determine actual CPC looks something like this:
Cost Per Click = (Ad rank to beat / Quality Score) + $0.01. However, you can see the average CPC.
- What is Ad Rank?
Ad rank refers to the position of a specific ad on the Google page, determined by the bid placed on the keyword for that ad. The quality score of your ad determines the ad rank.
- What is the quality score?
Quality score refers to a score given to your ads, keywords, and landing pages based on their relevance. The quality score of your Ad ultimately determines your Cost-per-click for that Ad. Good quality score naturally means higher positions and lesser costs.
- How does quality score affect ad position and CPC?
The ad’s quality score is directly proportional to the ad position and indirectly proportional to the Cost Per Click. If your ad’s quality score is higher, the position will be higher, and the cost will be low.
- What are the factors that affect quality scores?
Ad quality score depends on the following metrics:
- CTR of the keyword
- Landing Page Quality and Experience
- The relevance of the ads and keywords
- Historic account data
- Does the Google Page Rank of the landing page affect the quality score?
The quality score is not affected by the Google page rank of the landing page, and these are not related.
- Is PPC only appropriate for big brands?
No, any kind and size of business can utilize the benefits of PPC. The most important part of a PPC campaign is to find the right keywords that are relevant and targeted.
- Which settings can not be changed after the Ads account is created?
Once the account is created, you can not change the time zone and currency. This is because you have to fill in the details very carefully.
- What is Google Ads’ double-serving policy?
The Google Ads double serving policy states that you can’t use different ad accounts to advertise the same websites or keywords as an advertiser. The purpose of this policy is to avoid showing ads to the users of the same companies or companies with shared ownership. Instead, they can view ads from different service providers and choose afterward.
- How can you improve conversion rates?
You can improve conversion rates by creating ads that match perfectly with the keywords and creating tightly themed ad groups so we can bring the target audience directly to the best landing page. Also, you can improve conversion rates by improving the landing page quality.
- What is the character limit in Adwords ads?
Your digital marketing questions and answers session can also be asked this question.
So, the answer is here. The headings and subheadings should not exceed the limit of 30 characters, and the description should be within 90 characters.
- What is a converted click?
Converted clicks refer to those clicks that result in conversions. Google Adwords no longer track them.
- What are invalid clicks, and how does Google determine them?
A click determined to be fake, unintentional, or caused by some malware is known as an invalid click. Google uses some sophisticated algorithms and mechanisms to assess such invalid clicks from any user account.
- What are search terms?
The exact keywords that trigger your ads are called search terms.
- What is a remarketing audience?
The remarketing audience comprises users who have visited a website. Using the Google remarketing tag on your website, you can add these users to the audience list.
- How does the Google Adwords auction work?
Google auctions run a billion times in a month. In this process, advertisers choose which keywords they want to bid on and how much they are willing to spend. Then, they pair these keyword groupings (Ad Groups) with their ads. Google aggregates these bids and determines the “winning” bid, which establishes its value.
- 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.
- List some of the Google Ads extensions.
- Call extensions
- Review extensions
- Social annotations
- Seller ratings
- Communication ads
- Offer ads
- Location extensions
- Image and drop-down navigation ad extensions
- What is an ad group?
An ad group contains all of your keywords, landing pages, and advertisements. If you create an Adwords campaign with a proper structure, you will be rewarded by Google. You should organize a themed group to have a better structure.
- What are the two most important factors that determine ad position?
The CPC or cost per click is the most critical factor for determining ad position. And the second factor is CTR or click-through rate.
- How is Return On Ad Spend (ROAS) calculated?
Return On Ad Spend (ROAS) is calculated by sales/spend.
- What is the character limit of a destination URL?
The maximum character limit of a destination URL can be 1024 characters.
- What is the impression share metric?
Impression share equals impressions divided by the total eligible impressions. An impression counts each time your ad is displayed to a user. Various factors are used to estimate impressions, including approval, quality, status, etc. The data is accessible to campaigns, ad groups, and product groups, for example, and can help you determine if it’s viable to increase the budget to reach more people.
- Differentiate between managed and automatic placements.
For a managed placement, you can decide the location for an ad, which can be placed on the location network. At the same time, these options are not available for automatic placements.
- What is a phrase match keyword?
A keyword match allows you to display your ads on searches that include the meaning of your keyword.
- What can be done if your ad gets rejected or disapproved?
When your ad gets disapproved, you will get a notification. If it happens, you can work on the ad and fix the issues and problems that might have caused the disapproval.
- Can you link your ad to a PDF format brochure directly?
- Which keywords are better, broad matches with negative keywords or exact match keywords?
Using broad match keywords with negative keywords will be more beneficial than an exact match keyword by itself. It will help you bring more traffic to your website. Along with this, you will be able to create keyword lists quickly.
- What does CTR mean? How is it determined?
CTR stands for Click Through Rate. In advertising terms, click-through rate refers to the percentage of people who click on your ad after seeing it. You can compute CTR when the number of impressions is divided by the number of clicks. And the click-through rate of a website can be calculated by dividing the total number of visitors who saw an ad by the number of people who actually clicked on it.
- How do you intend to manage the Google quality score?
Keywords, landing pages, and ad copy relevance play a role in Google’s quality score. Using smaller, more particular ad groups and fewer keywords can help you maintain the highest possible score.
In this way, you will be able to develop more focused ad copy that is more likely to locate its audience. To enhance your ad quality score, you should better understand quality scores.
- What is Ad rank’s effect on the cost per click?
The highest you will spend in terms of the actual cost per click (CPC) is the bare minimum required to keep your ad in the top position. Above-the-fold advertising in the search network often has a higher CPC than below-the-fold advertising.
- Why is it suggested to keep the search and display network campaigns separately?
Google suggests that keeping separate campaign settings may be more productive on different networks; therefore, the answer may vary based on the campaigns.
- What does On-Schedule Indicator mean?
The on-Schedule Indicator is the percentage of impressions booked that a campaign is expected to deliver. The OSI is a more precise measurement of delivery status for networks that are set up to pace based on predicted traffic. However, the schedule’s forecast must be consulted before adjusting a line item’s delivery schedule.
- What are the benefits of managed placements for advertisers?
In managed placements, you can use the Google display network to your advantage by adjusting your bids for particular positions.
- How long should advertisers wait to estimate its effectiveness after launching a new display campaign?
Google indicates two to three weeks of waiting time to evaluate or measure the performance of a new campaign.
- How can I get my ad to rank higher in Bing?
If you want to rank among the first eight results on Bing, then according to Bing, the best way to get there is to improve the quality of your landing page content, your ad relevance, and the effectiveness of your copy.
- State the difference between search advertisements and content ads in Bing.
Bing divides its advertising between search and content adverts.
Ads are divided into two types: Google search ads and display ads. Ads in the content network are displayed in Windows apps.
- Is there a formula to calculate Bing’s quality score?
The quality score of Bing is based on the relevancy of the ad, predicted click-through rate, and user experience on the landing page, similar to Google.
- What type of audience should I be aiming for?
After you decide what remarketing to use, the next step is to choose the segment. Again, there are various kinds of users, and a PPC expert should be able to advise you which type is best suited for a given marketing strategy.
- What are the benefits of remarketing?
Remarketing offers many advantages, some of which are mentioned below:
- A special purpose list
- Large scale influence
- Customers who are more likely to buy.
- Is it a good idea to use a list that Adwords has generated for me?
Yes, Adwords creates preset lists for you that you can utilize when setting up a remarketing campaign. Then, there is also an option to create your own website remarketing list.
- What are the most important KPIs for success measurement?
Like any other marketing campaign, remarketing also has its own set of KPIs to evaluate. Some examples are click-through rate(CTR), eCPM, cost per click (CPC), and return on investment (ROI).
- How can I boost the number of impressions on ads?
There can be the following reasons for the lack of or weak impressions:
- The same people keep seeing your ad.
- The ad budget is too low.
- People in your target demographic overlap.
A PPC expert should be able to determine the problem and suggest ways to fix it.
- What is the relationship between campaign and account spending levels and budget allocations?
You and your PPC consultant should discuss budgets and spending plans openly so everyone knows what is expected from them. You both should be familiarised with Facebook’s campaign budgets and spending levels.
It is not easy to crack a PPC Google Adwords interview. But if you have a focused preparation strategy and awareness of top PPC interview questions, your dream job in digital marketing is not far away.
If you want to learn Google Ads from scratch, you should enroll in the comprehensive Google Adwords Certification Course by the Haryana School Of Digital Marketing that can help you master the essential aspects of Google Ads and run successful ad campaigns.
With this, we have reached the end of this ultimate guide on PPC Interview Questions and Answers. We hope that the blog has been helpful to you and added value to your PPC and Google Adwords knowledge.
You may comment below if you have any doubts or reviews about the article. We will be more than happy to respond.