The interview for PPC includes questions based on knowledge-based Adwords, personalized items, and others. This article will help you understand what issues you can expect and what answers you can give if you are going for the interview for the first time.
1. What is AdWords?
Google designs AdWords to help people to market their products and services online. A text ad appears when people search for phrases related to the products and services.
2. Why do we use Google AdWords?
Visitors via AdWords are more valuable than organic traffic. They come to the website because they are interested in the product or the site.
3. How does AdWords work?
AdWords works on a bidding system. In PPC or pay-per-click model, you pay the only bid amount whenever the ad that appears on Google pages is clicked.
4. What do you understand by Ad Rank?
Ad Rank is the ad position of a particular ad for a keyword on the Google page.
5. What is Google Auction?
Google processes the ad requests and runs an auction to determine each advertiser’s ad position and CPC.
6. What is Google AdWords Quality Score?
It is the value of relevancy of the ad to the user based on keyword relevancy, quality, and landing. The more the quality score, the more money the advertiser can save, and he can also have a better ad ranking.
7. What is an Ad Group?
An ad group contains the landing pages, ads, and keywords.
8. What is a conversion optimizer?
Conversion Optimizer is a Google AdWords tool for bid manipulation and deciding the valuable clicks for an ad.
9. Name some Ad Extensions?
Ad extensions help increase traffic, including Social Annotations, Local Annotations, Call Extensions, Offer ads, Mobile App Extensions, Seller Ratings, etc.
10. How to improve conversion rates?
Create ads matching the keywords and tightly themed ad groups to increase conversion rates.
11. What is the character limit for AdWords ads?
The character limit for the first description line is 25 characters, for 2nd description line is 35 characters, and for the description URL, the limit is 1024 characters.
12. Explain CTR?
CTR is the click-through rate; this is the number of visitors who visited the ad on the web page.
13. How to calculate CTR?
CTR or click-through rate is calculated with the formula number of clicks/impressions X 100.
14. What are the types of keywords?
Research, consideration, purchase, and loyalty keywords are some types of keywords.
15. What is Google Ad API?
Ad API is designed to represent tech-savvy, large advertisers and third parties. Developers can build apps in coordination with the Google AdWords server with Ad API.
16. How is Google Ad API proper?
Google Ad API allows the building of an application to generate landing pages, ad texts, and keywords.
17. Why are you interested in the PPC industry?
Tell the interviewer that the PPC industry is challenging and it is your passion and desire to work in the industry to face challenges.
18. Who are our competitors?
Before the interview, the candidates must do some homework and know about the company to answer these questions. Know about their competitors.
19. What are the strategies of our competitors?
This question also requires some research before going to the interview on the part of the candidate facing the meeting.
20. How important is search engine marketing?
Search engine marketing is the fastest-growing and most cost-effective marketing channel. Companies can build the avenue for cost-effective lead generation and online sales.
21. How is search engine marketing right for the company?
Search engine marketing is critical for any company’s growth in the market.
22. How to measure the success of SEM Effort?
Tracking impression and click on paid and organic search engine listing, measuring click-through and conversion rates, and tracking email inquiries and download can help to measure SEM effort success.
23. What are the features of the right PPC landing page?
The right PPC landing page features a compelling headline, supportive tagline, trust symbols, a clear call to action, and a lead capture format.
24. What are the options for bidding?
Cost per click, cost per thousand, and cost per action are the bidding options.
25. How to track Google AdWords conversions?
Enabling ad rotation settings, tracking view-through conversions window option, using necessary tracking code to track purchases, etc., can help track Google AdWords conversions.
26. How many keywords should an ad group have?
It can vary for each advertiser; an ad group can have ten to twenty keywords or up to a hundred. But too many keywords can lead to little relevance in the ad.
27. What factors affect quality scores?
Historic account data, landing page quality, the relevance of keywords, and the CTR o the keyword are the factors that affect the quality score.
28. How to reduce the costs of the paid media campaign without losing traffic?
Research the company activity and then answer these questions to show that you have short-term and long-term paid media campaign plans in mind.
29. When to conclude an ad test?
It is typically for one thousand to two thousand impressions or two hundred clicks in an ad group.
30. How to know if conversion tracking is working correctly or not?
Google Tag Assistant, Google Analytics Debugger, or Pixel Helper can help to focus on conversion tracking.
31. What are the best tools for keyword research?
Google keyword tool, words tram’s Nice Finder, and Word Tracker are a few best keyword research tools.
32. What is campaign management?
We are creating and managing an ad campaign for some companies on Google AdWords.
33. What is DFA?
It is a double click for the advertiser – an ad server to track impressions and clicks on various networks, and ad trafficking and reporting are its functions.
34. What is DFP?
This double click for publishers is used by publishers who prefer managing ads and broadcasting them on their websites.
35. What is DBM?
DBM, or DoubleClick bid manager, is a demand-side platform from Google.
36. What is Ad Trafficking?
Setting up an ad campaign from a technical aspect is ad trafficking.
37. Is DFA an ad exchange?
Double click for advertisers is not ad exchange; it is to track and analyze impressions and clicks.
38. What is a click tag?
Click the tag to track the clicks on the link from different sources.
39. Explain Google Publisher Tags?
Google publisher tags are an ad tagging library to build ad requests dynamically.
40. What is direct marketing?
Targeting the audience relevant to the business by an advertiser is direct marketing.
41. What is branding?
Getting exposure to the brand through display ads, remarketing, YouTube ads, etc., is branding.
42. What settings cannot be changed in the AdWords account?
Time zone and currency.
43. What is the Double Serving Policy of Google AdWords?
Adwords double serving policy is those same advertisers cannot advertise for the corresponding keywords and websites from different accounts.
44. What is the Actual CPC?
It is the actual click cost for an advertiser in the auction.
45. How to calculate actual CPC?
Actual CPC is calculated by ad rank to beat/ quality score + $0.01.
46. Can PPC advertisement affect website ranking on search engines?
No, organic and PPC results are separated and ranked by search engines.
47. What are invalid clicks?
These are fake clicks and malicious software clicks.
48. How does Google determine invalid clicks?
Google detects invalid clicks with sophisticated machines and algorithms.
49. What are the PLA ads?
PLA or product listing ads strategy is used for advertising product ads on Google search and its partners.
50. What are converted clicks?
This metric tracks the total number of clicks that ended in conversions.
When you receive the interview call, try searching the web for the most probable questions that may come up in the interview. This can boost your confidence level, giving a positive impression to the interviewer.