Interview questions for Google AdWords PPC

1. What do you understand by AdWords?

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.
Working of AdWords-
Google AdWords works on the basis of a bidding system. For instance, if the bidding price and quality score are 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. Ad Rank decides the ad position on Google page. This is determined by your bid for that quality score and keyword.

2. Define types of Automated Bidding strategies in Google Ads?

• Manual CPC
• Target CPA
• Target ROAS
• Maximize clicks
• Maximize conversion
• Target search page location
• Target outranking share
• Enhanced CPC

3. What is Google Remarketing Ads?

Remarketing in Google Ads is a way of Digital advertising that allows you to display ads only to those audiences who have previously come to your website. It is also known as retargeting. Here the chances of getting conversion are very high.
These are some of the basic and important questions which you need to know. And I am sure this will boost your confidence and you can perform better in Google Ads PPC job interview.
Note: These are not unquestionably the complete list of PPC interview questions. Yet these are the common questions that all the level of candidates in digital marketing interview should know.

4. What are the latest updates in Google AdWords?

Please refer to the Official Google AdWords blog to keep an update of the latest updates in Google AdWords.

5. What is CTR & How do you Calculate it?

CTR is the short form for the Click-through rate. It tells us how many audiences are clicking on our ad copy when is shown in search engine results.
You can calculate CTR: Total number of Clicks/Total number of impressions * 100

6. What is Quality Score and why is Quality Score important in Google Ads?

Google evaluates the quality of your ads created in the campaign and gives a rating for your keywords. Quality score is so important in CPC based account because your ad rank depends upon the max CPC bid and quality score of your keyword. A good quality score helps you cost reduction and if the quality score of your keyword is poor, you have to spend high to position your ad on the top 4 page results.

7. What is understood by keywords? How many types of keywords are there?

Keywords are the words and phrases that help users navigate to the webpage of the business citing it. It helps the users find relevant services or products and businesses who use them in order to get the customers directed to their pages.
Broadly speaking, there are 3 types of keywords – long-tail, short-tail, and medium tail. Some other types of keywords are intent-targeting, customer defining, product defining, geo-targeting, short-term, long-term, and LSI. Based on how they are used, they help make web pages optimized.

9. What factors affect Quality Score?

Ans: Here are some factors affecting the Quality Score or QS:
1. Historic Account data
2. Landing page quality
3. Relevance of keywords and ads
4. CTR of the keyword

10. If I want to tell AdWords the amount of money I am willing to pay for a conversion, then what bidding method should I choose?

CPA bidding method will enable you tell the AdWords the amount of money you want to pay for a conversion.
CPA is actually Cost-per-Acquisition bidding that helps you in reaching to the customers who are most likely to convert.
2 types of CPA bidding are-
1. Target CPA- It is the average amount you want to pay for a conversion
2. Maximum CPA- It is the maximum amount you would want to pay for each conversion

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.

11. 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.

12. Do you know what an ad group is in Google AdWords?

Ad group is a container of your landing pages, advertisements, and keywords. Google rewards advertisers who prepare AdWords 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.

13. Name some of Google AdWords Ad Extensions.

There are different ad extensions to boost the traffic. Some of the common ad extensions are:
1. Sitelink Extension
2. Callout Extension
3. Structured snippet extension
4. Call Extensions
5. Message extension
6. Location extension
7. Affiliate location extension
8. Price extension
9. App extension
10. Review extension
11. Promotion extension (recently added & used it in new adwords interface only)

14. How does Adwords help businesses?

As and when the user searches using the relevant keywords, the advertisement gets displayed. It helps businesses to tap into potential buyers. A business looking for the faster result would typically rely on AdWords more. It helps businesses by getting leads and traffic at a much faster pace in comparison to other search engine tactics. It is also a great budget saving marketing choice.

15. What is meant by Ad Trafficking?

It is the placement strategy of the ad in order to produce the most effective result. An ad trafficker, in consultation with the client develops, an ad campaign which would help the business tap in as many customers as possible.

16. How does Ad rank work?

The ad rank is essential as it denotes how many clicks you are getting. An ad rank depends on the cost per click or CPC, the quality score and the expected result. It takes into account various factors like device, location, time, search terms and the likes. A good ad rank means the ads will appear on a relevant channel as and when required. Poor ad rank may lead the ad to not getting displayed at all.

17. How can you best use Ad group?

An ad group lets the search engines better classify your ads and also gives you a significant amount of control over whom to advertise to. Your presentation can be planned accordingly helping you get the best result.