PPC Interview Questions

Knowledge-based PPC Interview Questions

Q 1: What do you understand by AdWords?

Ans: Google designed AdWords with an aim to assist in marketing product and services in a search engine and its affiliated sites. It places a text ad that appears when people search for phrases associated with your offering.

Q 2: Why are we using Google AdWords?

Ans: The traffic that comes via Google AdWords or ‘Pay per Click’ is dealt differently. The organic traffic often visits the website for information, whereas the traffic through PPC ads knows what they are clicking on and what they want to buy. Therefore, few visitors coming via AdWords might be more valuable than the organic traffic.

Q 3: Explain the working of AdWords.

Ans: Google AdWords work on the basis of a bidding system. For instance, if the bidding price is higher, your ad will appear on top of the Google page. Working on the ‘pay per click’ model, you only pay the amount you have bid if someone taps on your ad that appears on Google SERPs.

Q 4: What is the meaning of Ad Rank?

Ans: Ad Rank decides the ad position on Google page. This is determined by your bid for that quality score and keyword.

Q 5: What is the possible impact of Ad Rank on Cost per Click?

Ans: Ad rank defines the actual cost per click that your opponents pay when someone clicks on their ads. The CPC can be calculated as Price by you = The ad rank of the person below you / your quality score + $0.01.

Q 6: Explain the working of Google auction.

Ans: An auction runs billion of times each month and the results are such that users find ads that are relevant to what they are looking for. Google processes the request and runs the auction that determines the ad position and CPC of each advertiser.

Q 7: What is Quality Score in Google AdWords?

Ans: 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.

Q 8: Do you know what an ad group is in Google AdWords?

Ans: Ad group is a container of your landing pages, advertisements, and keywords. Google rewards advertisers who prepare AdWord Campaigns with tightly structured ad groups. Adding all keywords into the single ad group is not advisable rather it is better to organize keywords into themes.

Q 9: What is the role of conversion optimizer in AdWords?

Ans: Conversion optimizer is a tool used by Google AdWords for bid manipulation and decides which clicks on the ad will be valuable. This helps you to return maximum on your investment.

Q 10: Name some of Google AdWord Ad Extensions.

Ans: There are different ad extensions to boost the traffic. Some of the common ad extensions are:

• Social Annotations
• Local Extensions
• Call Extensions
• Offer ads
• Mobile app extensions
• Seller ratings
• Image and drop down navigation Ad extension
• Review extension
• Communication Ad

Q 11: How can you improve conversion rates?

Ans: To target users to the campaign for boosting conversions, one has to create ads that match properly with keywords and create tightly themed ad groups.

Q 12: What is the limit set for the characters or number for AdWords ad?

Ans: In AdWords, the limit for

• Description line 1: 25 characters
• Description line 2: 35 characters
• Description URL: 1024 characters

Q 13: What is CTR and how one can calculate it?

Ans: Click through rate abbreviated as CTR tells the number of visitors visited on your ad on the web page. To calculate CTR, one can use the formula:

• Number of clicks/Number of impressions X 100 = CTR

The answer will be in percentage which represents % of customers who have viewed your ad.

Q 14: What types of keywords are there?

Ans: There is no definite type of keywords, however, they are classified on the basis of how likely is going to be clicked by visitors.

For instance,

• Research Keywords: dress
• Consideration: white dress
• Purchase: buy white dress
• Loyalty: This must be shorter – Forever21

Q 15: What do you understand by Google Ad API? What are the uses of Google Ad API?

Ans: Good Ad API is designed for representing large, tech-savvy advertisers and third parties. It allows developers build an application that directly coordinates with Google AdWords server.

With Google Ad API, one can build an application to do following things:

• Develop additional applications and tools to manage accounts
• Automatically generate landing pages, custom reports, ad text, and generate keywords.
• Synchronize AdWors data with your inventory system to manage campaigns on the basis of the stock.