Interview questions for PPC advertising
Data and marketing analysts, specialists and consultants often implement advertising and marketing campaigns using a range of strategies. One strategy you may use as an analyst or specialist is PPC advertising. If you’re getting ready to interview for a marketing or analytics role, it’s beneficial to prepare for PPC interview questions in advance. In this article, we explore six common PPC interview questions, sample responses and helpful tips so you can get ready before your interview and make a great impression.
1. What are Adwords?
Advertisers place bids on certain keywords which helps their advertisement to be displayed by Google. In fact, keywords are the basis of an Adwords account.
It is a type of pay per click advertising technique, which helps businesses and services get featured in the Google Search Network and Google Display Network. Adwords are typically keywords that have a concise text attached to it.
2. How do you combine AdWords with your PPC strategies?
In a technical interview for an analyst or digital marketing role, employers may ask a variety of questions related to your expertise initiating pay-per-click, or PPC, ad campaigns. With this question, the interviewer may want to know your experience and skill level when integrating major advertising platforms, such as AdWords. In your answer, describe how you approach integrating AdWords and how you have succeeded in achieving objectives.
Example: “Since my primary duties focused on SEM and SEO research, I used AdWords frequently within my ad campaigns. By bidding on certain keywords related to my PPC campaign, I was able to help my organization’s online content rank higher in search engines. My strategies of combining AdWords into my advertising planning helped me increase my company’s market reach and boost our conversion rates.”
3. 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.
4. 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.
5. 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.
6. 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.
7. What do you need to do to get higher conversion rates?
There are several ways to get a good conversion rate. The first step towards it would be identifying the pain points. Some of the easy ways to boost conversion rates are using relevant images, testing the entire user experience (right from the ad presentation to the landing page), and testing the check-out page.
Describe your approach to planning and integrating PPC ad campaigns.
Employers rely on marketing analysts and digital advertising specialists to plan, collaborate and implement strategies that increase customer engagement and result in sales for their companies. Describe your approach to planning and running an advertisement campaign that led to successful outcomes for your past organization, like higher sales or greater subscription numbers.
Example: “Before I collaborate with my team and develop a marketing plan, I discuss with clients what their goals are, who their audiences are and what their budgets are. After recording this information, I bring it to my team and we conduct short collaboration sessions where we come up with ideas of ad types and content types we feel would be the most beneficial for the client.
After the client consultation, my team and I plan out the ad platforms that provide the support for our campaign needs. I then establish KPIs that allow me to track and measure the health of the ads we use. This method has allowed me to direct several large campaigns that resulted in higher customer conversions and increased sales.”
8. What steps are needed to be taken to improve the quality score?
In order to determine the cost per click, a quality score is assigned. It depends on the relevance as well as the quality of the keywords you have been using. Landing page experience plays a crucial role in this whole scenario.
9. How many characters are allowed in Adword ads?
It can be up to 80 characters. Out of which two headlines of 30 characters each are allowed along with a description line, which must be condensed within 80 characters. Spaces are included in the character count.
10. What is the best way to describe CTR and how do you calculate it?
CTR or click through rate is a report card on how your ads are performing. In order to calculate there is a simple formula which is clicks divided by impressions.
11. What is conversion tracking in Google Ads?
Conversion tracking in Google Ads lets you find out what happens after a user clicks on your ad. It helps you identify how well your ad campaign is performing and offers data relating to lead generation, sales, downloads, email sign-ups, and other key actions for your business. This way it helps you optimize your keywords, bids, ad text, etc.
12. What types of ad extensions would you automate?
This question gives employers insight into your knowledge about various approaches to modifying, specifying and targeting audiences through your technical approaches. In your answer, highlight your ability to analyze data, make decisions and collaborate with teammates to implement the best automation techniques to support campaign goals.
Example: “Ad extensions are tactics that can help me evaluate target markets to see where my PPC ads perform best. Several extensions I usually automate to help me perform my assessments faster include automated calls, previous visits and seller ratings since these extensions are broader than the manual extensions I use in my analysis. I favor automated placements for contextual targeting, however, for the most successful conversions, CTRs and engagements, I favor manual extensions because I can modify settings based on app usage, location, device, and price.”