The interview for PPC includes questions based on knowledge-based Adwords, personalized questions and others. This article will help to have an idea of what questions you can expect and what answers can you give, if you are going for the interview for the first time.
1. What is AdWords?
AdWords is designed by Google for helping 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 we use Google AdWords?
Visitors via AdWords are more valuable than organic traffic because they came 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, whenever the ad that appears on Google pages is clicked, you pay the only bid amount.
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 the ad position and CPC for each advertiser.
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 better ad ranking.
7. What is Ad Group?
An ad group contains the landing pages, ads, and keywords.
8. What is conversion optimizer?
Conversion Optimizer is a Google AdWords tool for bid manipulation and to decide the valuable clicks for an ad.
9. Name some Ad Extensions?
Ad extensions help in increasing traffic and some of them are Social Annotations, Local Annotations, Call Extensions, Offer ads, Mobile App Extensions, Seller Ratings etc.
10. How to improve conversions rates?
Create ads to match with the keywords and create tightly themed ad groups to increase conversion rates.
11. What is the character limit for AdWords ad?
Character limit for first description line is 25 characters, for 2nd description line it is 35 characters and for 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/number of impressions X 100.
14. What are the types of keywords?
Research keywords, consideration keywords, purchase keywords 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 Google AdWords server with Ad API.
16. How is Google Ad API useful?
Google Ad API allows building an application to generate landing pages, ad texts and to generate keywords.
17. Why are you interested in PPC industry?
Tell the interviewer that 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 going for the interview, the candidates have to 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 part of the candidate facing the interview.
20. How important is search engine marketing?
Search engine marketing is fastest growing and 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 very important now for any company for 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, tracking email inquiries and download can help to measure SEM effort success.
23. What are the features of good PPC landing page?
The powerful headline, supportive tagline, trusts symbols, clear call to action, lead capture form is the features of good PPC landing page.
24. What are the options for bidding?
Cost per click, cost per thousand and cost per action are the options for bidding.
25. How to track Google AdWords conversions?
Enabling ad rotation settings, tracking view through conversions window option, using basic 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 vary for each advertiser, an ad group can have ten to twenty keywords or up to hundred. But too many keywords can lead to little relevance in the ad.
27. What factors affect quality score?
Historic account data, landing page quality, a relevance of keywords, CTR o the keyword are the factors that affect quality score.
28. How to reduce costs of paid media campaign without losing traffic?
Do some research about the company activity and then answer these questions 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 impression 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 focusing on conversion tracking.
31. What are best tools for keyword research?
Google keyword tool, words tram’s Nice finder, Word Tracker is few best tools for keyword research.
32. What is campaign management?
Creating and managing ad campaign for some company on Google AdWords.
33. What is DFA?
It is double click for advertiser – an ad server to track impressions and clicks on various networks and to ad trafficking and reporting are its functions.
34. What is DFP?
This is double click for publishers is used by publishers who prefer managing the ads themselves and broadcast 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 ad campaign from 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 click tag?
Click tag track the clicks on the link from different sources.
39. Explain Google Publisher Tags?
Google publisher tags are ad tagging library to build ad requests dynamically.
40. What is direct marketing?
Targeting audience relevant to the business by an advertiser is direct marketing.
41. What is branding?
Getting exposure of the brand through display ads, remarketing, YouTube ads etc is branding.
42. What are the settings that cannot be changed in AdWords account?
Time zone and currency.
43. What is Double Serving Policy of Google AdWords?
Adwords double serving policy is those same advertisers cannot advertise for same keywords and websites from different accounts.
44. What is actual CPC?
It is the actual cost of the click 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 ranked by search engines.
47. What are invalid clicks?
These are the fake clicks and malicious software clicks.
48. How does Google determine invalid clicks?
Invalid clicks are detected by Google with sophisticated mechanism and algorithms.
49. What are PLA ads?
PLA or product listing ads strategy is used to advertise product ads on Google search and its partners.
50. What are converted clicks?
This is a metric that tracks a total number of clicks ended in conversions.
When you receive the interview call, try searching the web for most probable questions that may come up in the interview. This can boost your confidence level which can give a positive impression to the interviewer.