PPC

Pay Per Click (PPC)

Top PPC Interview Question and Answer with PPC Strategy

What is Google Ads (PPC)?

Google Ads is 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 websites, your Google ads will seem on top of or below the search results.With Google Ads, you are reliable 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?
Adwords 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. It is used to advertise your website or Google+ page on Google Maps or Google’s Partners Website. Adwords Express ad is when someone searches for phrases related to your business.

How does Google Ads work?
Google Ads works on bidding system if the bidding price is higher your ad will appear on top of the Google search result 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 have 3 bidding ways, like whether you wish to concentrate on obtaining 
1) Clicks
2) Impressions
3) 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 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 Google Ads advertisers who is interested in conversions, like  such as
1) Purchases 
2) Sign up 
3) Subscribe
4) Fill a form
5) Download Apps

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 do 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 Only Campaign. Otherwise you can choose another as for website branding on other websites, and then choose a Display Network Only Campaign.

Each advertising network has different types of campaigns to suit your goals.

There are several campaign types:

1. Search Network with Display Select
2. Search Network only
3. Display Network only
4. Shopping
5. Video
6. 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 as:

1      You can automatically generate keywords, ad text, custom reports and landing pages.

2         Develop additional applications and tools to help you manage accounts

3       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

              1)    Headline line 1: 30 characters

2)       Headline line 2: 30 characters

3)       Description 1: 80 characters

4)       Description 2: 80 characters

5)       Destination URL: 1024 characters

How can you improve conversion rates?
I will be creating ads that match properly with keywords and create a tightly themed ad group, you can target users to the campaign that helps in improve conversions rates.

Note: Google Adwords that option can’t be changed after creating an account.

          After creating account Currency and Time Zone, you 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. Therefore few visitors through Google Adwords might be more valuable than a million visitors.

What is Google Adwords Ad rank?

Ad rank determines your ad position on Google search result 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 is 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 advertiser 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 ads.

What is Google Adwords Quality Score?
Google Adwords 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 collection of your keywords, advertisements, and landing pages. Google rewards advertisers who prepare Adword campaigns with tightly structured ad groups.

It’s 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.

Adwords Advance Search Certification Exam Questions:

How many keywords should I have per ad group?
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, Word Stream’s Niche Finder, Word Tracker and Search Query Reports.

Do Product Listing Ads work?

Tremendously well. 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)

The 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’s 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 creatives 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 a 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 the 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 an 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 with common ownership. So the users can see the ads from different providers.

What is the impact of a Quality Score on CPC and Ad Position?

Quality Score is inversely proportional to CPC and directly proportional to Ad Position. That means a 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 a campaign.

What are the Factors which affect Quality Score?

Quality Score depends on the following metrics

1. CTR of the Keyword
2. The relevance of Keywords and Ads
3. Landing Page Quality
4. Historic Account Data
5. Is PPC Advertisement effect ranking of websites on search engines?
6. Never, Search Engine doesn’t mix them. Google and other search engines rank both organic and PPC results separately

What is Invalid Click and how does 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 a user account. Invalid clicks in Adwords

What are the 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-second length?

A customer does watch 30 seconds 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.

What is meant by Price Extensions?

Price extensions is a new format of extension, to display the price of the relevant products.