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| PPC Interview Question & Answer |
Top PPC Interview Questions and Answers
What
is Google Ads?
Google Ads is an Associate in advertising possibility
that provides you full management over your ad campaigns. You may even have
access to extra ad formats, settings, and options. Once somebody searches for
your keywords on Google.com, Google Maps, and Google’s partner sites, your Google Ads will seem on top of or below the search results.
With Google Ads, you’re liable for all aspects of your ad blitz. You select the
keywords that may trigger your ads. You furthermore might confirm a daily
budget, what proportion to pay on every click, and wherever your ads will seem.
You’ll pay only if somebody clicks on your ads.
What is Google Ads Express?
Google Ads Express is an advertising possibility for businesses that wish to induce
started quickly. It is best for the business owners who don’t have much time to
manage their campaigns. Google Ads Express is used to advertise your website or
Google+ page on Google Maps or Google. Google Ads Express is how when someone
searches for phrases related to your business.
How
does work Google Ads ?
Google Ads works on bidding system if the bidding price is higher your
ad will appear on top of the Google page. Adwords works on “pay per click” that
means you only pay the amount you have bid if someone taps on your ad as a
result of a web search.
How many types of bidding strategies are there?
Based
on our goals we’ve 3 bidding ways, like whether you wish to concentrate on
obtaining clicks, impressions, or conversions.
Cost-per-Click (CPC): CPC is bid
strategy where the advertiser pay only when someone click on the ads. If you
want to drive traffic to your website we recommend CPC bidding method.
Cost-per-Thousand
Viewable Impressions (vCPM): vCPM is a bid strategy where the advertiser
pay only when ads How on the search page. If you want to increase awareness of
your brand we recommend vCPM bidding.
Cost-per-Acquisition (CPA): Focus on
conversions, or when people take a specific action on your website after
clicking on one of your ads. This is known as a cost-per-acquisition, or CPA
bid. We recommend the CPA bidding method for seasoned Adwords advertisers
who are interested in conversions, like purchases or signups.
How many ads should I have under each ad group?
We
can add 50 text ad copies under one ad group but I generally add 3 to 5
relevant Ad copies for every ad group and also add one keyword insertion ad for
good relevant ads. It is difficult to analysis too many ad copies in an ad
group. We can analyze and test 3 to 5 ad copies.
How many types of AdWords campaign are there? How they work?
The campaign types are choosing
based on advertising goals.
Example: for more
visitors to your website on google.com, then choose a Search Network campaign.
For website branding on other websites, then choose a Display Network campaign.
Each advertising network has different types of campaigns to suit your goals.
There are several
campaign types:
- Search Network with Display
Select
- Search Network only
- Display Network only
- Shopping
- Video
- Universal app
How you can track conversions in Google Adwords?
In Google Adwords,
conversion tracking can be done in following ways:
1) Tracking purchases by involving basic tracking
code provided by Adwords and modifying it with additional code unique to your
particular e-commerce platform.
2) View-through conversion window options tracks
when a person sees your ad but does not click it (impression).
3) By accessing search funnels inside tools and
analysis, you can also know when customers clicked on your ad for the first
time and How frequently they saw your ad before converting.
What all things can be done using Google Ad API?
- Google Ad API, you
can build an application that can do following things
- You can automatically
generate keywords, ad text, custom reports and landing pages
- Develop additional applications and tools to
help you manage accounts
- Synchronize Adwords
data with your inventory system to manage campaigns based on stock
What
is Google Ad API?
Google
Ad API is designed for representing large, tech savvy advertisers and third
parties. It allows developers build an application that directly interacts with
Google AdWords server.
What is the characters limit for Adwords text ad?
Limit for Adwords Text
Ad is
- Headline
line 1: 30 characters
- Headline line 2: 30
characters
- Description 1: 80
characters
- Description 2: 80
characters
- Destination URL: 1024
characters
How
you can improve conversion rates?
By
creating ads that match properly with keywords and create tightly themed ad
groups, you can target users to the campaign that helps in conversions Mention
in google Adwords that options can’t be changed after creating an account?
After
creating account Currency and Time Zone, cannot be changed.
Why
to use Google Adwords?
Google
Adwords behave differently to traffic that comes from Google Adwords or “Pay
Per Click”. The traffic that comes through surfing often visits the website for
information, whereas the traffic via pay per click knows what they are clicking
on and what they want to buy. So few visitors through Adwords might be more
valuable than million visitors.
What
is Google Adwords Ad rank?
Ad
rank determines your ad position on Google page, and it is determined by your
bid for that keyword and quality score.
How
does Google Adwords Ad rank impact CPC?
Ad
rank plays a huge role in defining the actual cost-per-click that your
opponents pay, when someone clicks on their ads. Your CPC can be calculated by
following way
Your
Price = The ad rank of the person below you/ your quality score + $0.01
How
does Adwords Google auction work?
Each
month auction gets run billion of times, and the result are such that users
find ads that are relevant to what they are looking for. The search engine
processes the request and runs the auction that determines the ad positions and
each advertisers CPC.
What
gets entered into a Google Adwords Account?
Once
the advertisers determine the keywords that they want to bid on, Google will
enter a keyword from your account which is most related into the auction with
the maximum bid specified as well as the associated ad.
What
is Google Adwords Quality Score?
Google’s
quality score determines how beneficial and relevant your ad is to the user,
based primarily on your ad’s CTR, quality of your landing page and keyword
relevance. Higher quality score keywords will save your money and earn better
ad ranking.
What is an ad group in
Google Adwords?
Ad
group is a container of your keywords, advertisements, and landing pages.
Google rewards advertisers who prepare Adword campaigns with tightly structured
ad groups. It is not advisable to include all your keywords into the single ad
group, but to organize keywords into themes.
What is conversion
optimizer in Google Adwords?
Conversion
Optimizer is a tool used by Google Adwords for bid manipulation and decides
which clicks on the ad will be valuable. It can help you to return maximum on
your investment.
How
many keywords should I have per ad group?
This
may be the most debated question out of all of these. The keywords that drive
80% of my conversions get one keyword per ad group, the keywords that get conversions
but not very many go in ad groups of 3-5 keywords and the keywords that get
very little impressions, clicks or conversions go in ad groups of 10-15
keywords. Using this method I have seen QS increase drastically over a 60-day
period (27% of impressions coming from QS of 10 to 72% of impressions coming
from QS of 10) and have found it incredible easy to manage accounts set up like
this.
Should I have different match types in different
ad groups, campaigns?
I
prefer to do different match types in different ad groups and name the ad
groups as such, “productx (exact),” “productx (phrase),” “productx (broad).” I
have found the greatest benefit from doing this is that the account is easier
to manage.
How do I know if conversion tracking is working
correctly?
My
favorite tool for this is Tag Assistant for Chrome. It’s not perfect but it
does quickly alert you to issues that are worth digging in to further.
How often do you add
negative keywords to an account?
I
typically monitor Search Query Reports on a weekly basis but typically add
negative keywords less frequently. What I am looking for is trends/themes among
keywords versus worrying about specific queries. Using those themes I then can
add negatives at the campaign or even account level. This reduces the total
number of negative keywords in an account making it easier to manage them thus
insuring you don’t have negatives that are hurting performance.
What
tools do you use for keyword research?
I
use Google keyword tool, WordStream’s Niche Finder, WordTracker and Search
Query Reports.
Do Product Listing Ads work?
If
you’re not utilizing these and you do ecommerce, you are missing out on a lot
of revenue every single day.
Should I bid on
competitor’s brand names?
CTR
and Quality Score will be low on these terms but they do typically convert
pretty well, so my answer is yes. Make sure you don’t use dynamic keyword
insertion in your ads on these campaigns or else you could violate trademark
policies.
Should I bid on my
own brand terms?
The
short answer is, always. Kayla Kurtz wrote a great posting why.
Does Quality Score matter?
The
best way to know is to see if there is a correlation between Quality Score and
CPA in your account. You can do this by simply pulling a keyword report including
the Quality Score, doing a pivot table with QS at the right and then a column
for calculated CPA. Then do a graph with a trend line. That will how you if generally
you see better CPA on keywords with better QS.
What is Quality Score in
Google AdWords?
Google’s
quality score determines the value and relevancy of your ad to the user on the
basis of keyword relevancy, quality of your landing, and your ad’s CTR. higher
quality score keywords will save your money and get better ad ranking.
How do I increase my
Quality Score?
Increase
your CTR by writing better ads, keep the number of keywords per ad group down
to the ranges mentioned earlier in this post, ensure that the ad has the keywords
you are bidding on in it (I am not recommending keyword stuffing, but it has to
be in there somewhere to be seen as relevant),
CPC on my best keywords continues to go up. Why?
This
is typically caused by an increase in competition, reduction in search volume
or decreasing Quality Scores. To determine if it is competition compares the
Auction
Insights
results to a when CPC’s were lower and see if new competitors are on the list
or if your metrics there have dropped. Use Google Trends to see if search
volume has dropped and do a Quality Score analysis to see if that is the issue.
What’s the best way to decide what ad wins in a
test? (What’s the best metric to use?)
I
wrote on PPC Hero a few months ago about my favorite metric and it is still the
one I use. It is impressions until conversions. To calculate you simply divide
the number of impressions by the number of conversions. You’ll end up with some
like 627. The lower the number the better the combined CTR and CR of that ad
is.
What is meant by Campaign
Management?
Campaign
management is a process of creating and managing an advertising campaign for a
company on Google Adwords. In this we have to divide the campaign based on ad
groups and select relevant keywords for each ad groups. Manage the ad formats
and bidding for keywords etc. Campaign manager overall responsibility is to
manage the campaign and provide a Positive ROI.
What
is DFA?
Double
Click for Advertisers. DFA is an ad server which is used to track impressions
and clicks for your creative on various networks. You can’t buy inventory
through DFA. You can only track the performance of your campaigns. A main
function of DFA is ad trafficking and reporting.
What
is DFP?
DFP
stands for Double Click for Publishers. If the publisher prefers to manage
themselves the ads which will be broadcasted on their websites, they use DFP.
For example most of the public sites like way2sms.com, w3schools.com etc. use
DFP for ads.
What
is DBM?
DBM
(Double Click Bid Manager) is a demand-side platform (DSP) from Google. This
helps in buying display media ads using programmatic strategy.
What
is Ad Trafficking?
Ad
trafficking is a process of setting up an ad campaign from a technical aspect.
This means setting up the campaign, tracking links, the creative etc. It is
usually performed using an ad server or an advertising platform. For example Ad
Trafficking is used in DFA/DFP.
Do
you think DFA is an ad exchange?
No
DFA is a not an ad exchange. The purpose of DFA is to track and analyze the
impressions/clicks received on the ad creative.
What is Click Tag?
Click
tags are used to track the number of clicks on the link from different sources.
What
is Google Publisher Tags?
GPT
is an ad tagging library to dynamically build ad requests. GPT takes key
details from you such as ad unit code, ad size, and key-values, builds the
request, and displays the ad on web pages or mobile apps. It is used for
tracking purpose.
What
is difference between direct marketing and branding?
In
a direct marketing campaign the advertiser is interested to target the audience
who are most relevant to the business. The major metric to consider in this
type is conversion rate, which s about ROI. Most common campaign types are
Search Network Only, Shopping Campaigns, and Dynamic Search Ads etc.
In
Branding campaign an advertiser needs exposure of his brand on major sites and
applications. The most popular methods are Display Ads, Remarketing,
YouTube Ads and custom ads target.
What
is Google Adwords Double serving policy?
It
means that an advertiser cannot advertise for same keywords/websites from
multiple accounts. The purpose of this policy is to avoid having ads of same
companies or companies with common ownership. So the users can see the ads from
different providers.
What
is the impact of Quality score on CPC and Ad Position?
Quality
Score is inversely proportional to CPC and directly proportional to Ad
Position. That means higher QS mean lower cost and higher position.
What
Kind of Quality Score you can achieve for keywords?
In
my past campaigns I achieved the QS of 7 – 10. I can improve the quality score
by using optimization techniques in campaign.
What are the Factors which affect Quality Score?
Quality Score depends on
the following metrics
- CTR of the Keyword
- Relevance of Keywords and Ads
- Landing Page Quality
- Historic Account Data
- Is PPC Advertisement effect
ranking of websites on search engines?
- Never, Search Engine don’t mix
them. Google and other search engines rank both organic and ppc results
separately
What
is Invalid Click and how Google determines the invalid clicks?
Invalid
clicks are the fake clicks, unintentional and malicious software clicks. Google
has a sophisticated mechanism and algorithms to automatically detect and filter
the invalid clicks from user account. Invalid clicks in Adwords
What
are PLA Ads?
PLA
stands for product listing ads. This ad strategy is used to advertise products
ads on Google search and partners. This campaign is also called as shopping
campaign mostly used by E-commerce websites.
What
is meant by Converted Clicks?
A
converted click is a metric which tracks the total no of clicks which resulted
in conversions. This metric is deprecated by Google.
What
is remarketing Audience and How to generate this list?
Remarketing audience are the users who visited our website.
Using Google Remarketing tag in our website, we can add the
users as our audience list.
When
will be CPV charged for an in-stream ad for a video of 60 secs length?
If
the user watches 30 secs of the video. CPV will be charged in
the account.
What
is meant by Search Queries?
Search
queries are exact keywords for which your ads were triggered.
How Many types of keywords in Google ads?
1. Exact Match Keywords [Digital Marketing]
2. Broad Match Keywords Digital Marketing
3. Phrase Match Keywords "Digital Marketing"
4. Modified Broad Match Keywords +Digital +Marketing
5. Negative Match Keywords -digital marketing
What
is meant by Price Extensions?
Price
extensions is a now format of extension, to display the price of the relevant
products.
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