PPC Interview Questions and Answers

Question1. What is PPC Marketing?

Answer: PPC stands for Pay Per Click. It is a marketing strategy to drive traffic to our website or search engines and partner sites. Advertiser will only pay if he receives the visit click on his ads.

Question2. What is a meaning of Campaign Management?

Answer: Campaign management is a process of creating and managing an advertising campaign for a company on Google Ads. In this, we have to divide the campaign based on AdGroups and select relevant keywords for each adgroups. Manage the ad formats and bidding for keywords etc. Campaign manager overall responsibility is to manage the campaign and provide a Positive ROI.

Question3. What is DFA?

Answer: Double Click for Advertisers. DFA is an ad server which is used to track impressions and clicks for your creative 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.

Question4. What is DFP?

Answer: 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.

Question5. What is DBM?

Answer: DBM (DoubleClick Bid Manager) is a demand-side platform (DSP) from Google. This helps in buying display media ads using programmatic strategy.

Question6. What is Ad Trafficking?

Answer: Ad trafficking is a process of setting up an ad campaign from a technical aspect. Which is standing to setting up the campaign, tracking links, creative etc?  It is usually performed using an ad server or an advertising platform. For example, Ad Trafficking is used in DFA/DFP.

Question7. Do You Think DFA is An Ad Exchange?

Answer: 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.

Question8. What is Click Tag?

Answer: Click tags are used to track the number of clicks on the link from different sources.

Question9. What is Google Publisher Tags?

Answer: 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.

Question10. What is the Difference between Direct Marketing and Branding?

Answer: 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 explains 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.

Question11. Which Settings Cannot Be Changed after Google Ads Account is created?

Answer: Time Zone and Currency cannot be changed after account creation.

Question12. What is Google Ads Double Serving Policy?

Answer: It means that an advertiser cannot advertise for same keywords/websites from multiple accounts. The purpose of this policy is to avoid showing ads of same companies or companies with common ownership. So the users can see the ads from different providers.

Question13. What do understand by quality score?

Answer: Quality Score is a metric which is calculated for each keyword 1 to 10. The QS defines the quality of keyword compared with Ads and Landing Page. This metric is used to calculate the AdRank, which is used to calculate the ad position.

Question14. What is The Impact of Quality Score on CPC and Ad Position?

Answer: Quality Score is inversely proportional to CPC and directly proportional to Ad Position. That means higher QS stands lower cost and higher position.

Question15. What is the Actual CPC?

Answer: The actual cost of a click for an advertiser in an auction. The actual CPC is calculated in real-time and we cannot know the Actual CPC, but we can see Avg. CPC.

Actual CPC = (AdRank to Beat/QS) +$0.01

Question16.What Kind Of Quality Score Can You Achieve For Keywords?

Answer: In my past campaigns I achieved the QS of 7 – 10. I can improve the quality score by using optimization techniques in a campaign.

Question17. What Are The Factors Which Affect Quality Score?

Answer: 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

Question18. How Can You Improve Conversion Rates?

Answer: By creating ads which match perfectly with keywords and creating tightly themed ad groups so we can get targeted users to a best landing page. Also by improving the Landing Page quality we can improve the conversions.

Question19. Is PPC Advertisement Effect Ranking Of Websites On Search Engines?

Answer: Never, Search Engine doesn’t mix them. Google and other search engines rank both organic and PPC results separately.

Question20. Can You Tell Me Limit Of Character Used For PPC Ads?

Answer: Different Search Engines have different Limit on ads character as for Google you can put maximum 25 for a headline and 70 for description 1 and 2 combined.

Question21. What is Invalid Click and How Google Determines the Invalid Clicks?

Answer: 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 user account. Invalid clicks in Ads.

Question22. What are the PLA Ads?

Answer: 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.

Question23. What is the meaning of Converted Clicks?

Answer: A converted click is a metric which tracks the total no of clicks which resulted in conversions. This metric is deprecated by Google.

Question24. What is remarketing Audience and How to Generate This List?

Answer: Remarketing audience is the users who visited our website. Using Google Remarketing tag in our website, we can add the users as our audience list.

Question25. When Will Be CPV Charged for an In-stream Ad for a Video of 60 Second Length?

Answer: If the user watches 30 seconds of the video. CPV will be charged in the account.

Question26. What is meant by Search Queries?

Answer: Search queries are exact keywords for which your ads were triggered.

Question27. What is meant by Price Extensions?

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

Question28. Explain what is Ads?

Answer: Ads is the system that Google has designed to assist in marketing product or services in Google search engine and its affiliated sites.  It will place a text ad that appears when people search for phrases associated to your offering.

Question29. How do Google Ads Work?

Answer: Ads work on bidding system if the bidding price is higher your ad will appear on top of the Google page. Ads 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.

Question30. Explain Why To Use Google Ads?

Answer: Google Ads behave differently to traffic that comes from Google Ads 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.  So, few visitors through Google Ads might be more valuable than million visitors.

Question31. Explain What Is Ad Rank?

Answer: Ad rank determines your ad position on Google page, and it is determined by your bid for that keyword and quality score.

Question32. Explain How Does Ad Rank Impact Cost-per-click?

Answer: 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

Question33. Explain How Does A Google Auction Work?

Answer: 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.

Question34. What Gets Entered Into A Google Account?

Answer: 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 ad.

Question35. Explain What Is Google Quality Score?

Answer: Google’s 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.

Question36.  What is An Ad Group in Google Ads?

Answer: Ad group is a container 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.

Question37. What is the Conversion Optimizer in Ads?

Answer: Conversion Optimizer is a tool used by Google Ads for bid manipulation and decides which clicks on the ad will be valuable.  It can help you to return maximum on your investment.

Question38.  How many types of Google Adword Ad Extensions?

Answer: Different ad extension can enhance the increase in traffic.  Some of the common Ad extensions used in ads are

  1. Sitelinks
  2. Call Extensions
  3. Location Extensions
  4. Social Annotations
  5. Seller ratings
  6. Mobile app extensions
  7. Offer ads
  8. Communication Ad
  9. Review extension
  10. Image and drop down navigation Ad extension

Question39. Google Ads That Options Can’t Be Changed After Creating An Account?

Answer: After creating account Currency and Time Zone, cannot be changed.

Question40. How Can You Improve Conversion Rates?

Answer: By creating ads that match properly with keywords and create tightly themed ad groups, you can target users to the campaign that helps in conversions.

Question41. What is The Limit Set for the Number or Characters for Google Ads?

Answer: Limit for Adword is

Description line 1st : 25 characters

Description line 2nd: 35 characters

Destination URL: 1024 characters

Question42.  What is The Meaning of CTR and How You Can Calculate?

Answer: CTR stands for Click through rate that tells the number of visitors visited on your ad on the web page. The formula for calculating CTR is Number of click / Number of impressions X 100 These will give you an answer in percentage like what percentage of customers has viewed your ad.

Question43. What Are The Type of Keywords?

Answer: There are no specific types for Keywords however they are classified on the basis of how likely is going to be clicked by visitors

Research Keywords: It tends to contain one or two words – Tea

Consideration: It tends to contain two or three words – Green Tea

Purchase: It must have more than three words – buy loose green tea

Loyalty: This must be shorter- Starbucks

Question44. What Is Google Ad API?

Answer: 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 Ads server.

Question45. Mention What All Things Can Be Done Using Google Ad API?

Answer: With Google Ad API, you can build an application that can do following things

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

Develop additional applications and tools to help you manage accounts

Synchronize Ads data with your inventory system to manage campaigns based on stock

Question46. Explain How You Can Track Conversions In Google Ads?

Answer: In Google Ads, conversion tracking can be done in following ways Tracking purchases by involving basic tracking code provided by Ads and modifying it with additional code unique to your particular e-commerce platform

View-through conversion window options tracks when a person sees your ad but does not click it (impression)

By enabling your ad rotation setting to optimize for clicks, meaning that Ads will serve the ads it feels are likely to be clicked

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.

Question47. Explain What Are The Other Two Options For Bidding Other Than CPC?

Answer:  Other than CPC the other two options are CPM (Cost per Thousand Impression) and CPA (Cost Per Action).

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