Top PPC Google Ads Interview Question & Answer For Fresher

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To help you out, I have created the top Google AdWords interview question and answers guide to understand the depth of Google AdWords & PPC interview questions. Let’s get started.

So are you Prepare for a PPC interview? Here are a number of the commonly-asked Google AdWords interview questions and answers.

To watch PPC Google Ads Interview, click below:

Top PPC Google Ads Interview Questions And Answers

What is Google Ads?

This is almost always the first Google Ads interview question you will face. Google Ads is a Google advertising service that allows businesses to get featured in the Google search engine and Google Display Network.

Google’s search engine displays online advertisements based on multiple factors such as keywords, interests, demographics, etc. Advertisers set bids on certain keywords which helps their advertisement to be displayed by Google on top.

Explain how Google Ads works?

Google Ads works based on a bidding system, where the bid price and quality score determines if an ad will appear on the top of the Google page. The higher the bid and quality score, the better are the chances of an ad being on top. The best-combined maximum bid and therefore quality score get the highest position.

Why do you think PPC is important in digital marketing?

PPC is important in digital marketing for the various reasons:

You can reach the right customer at the right time.
PPC shows results quickly as compared to organic campaigns.
PPC can be effective in advertising odd products that are difficult to find easily.

What is the structure of Google Ads?

Google Ads is organized into three steps: account, campaigns, and ad groups.

Account Level Settings (one-time settings) – Your account is associated with a unique email address, password, and billing information.
Campaign Level Settings – Your campaigns have their budget and settings that determine where your ads appear.
Ad Level Settings – Your ad groups contain a set of similar ads and keywords.

What is Ad Rank?

Ad Rank is the position of an ad on a Google page and is defined by the bid amount, ad quality, the competition, the impact of extensions, the context of the user’s search, and other ad formats.

A good ad rank makes sure the ad gets more visibility than the other ads on these keywords. Ad rank is recalculated whenever the ad is eligible to seem, therefore the ad position can fluctuate whenever counting on the above factors.

Explain what is Google Quality Score?

Quality Score is a rating given based on multiple factors like relevancy of keywords used, Click through rate, landing page quality and relevance, ad text relevance and the historical performance of the ads account performance.

Google Ads gives a Quality score to each keyword on a scale of 1 to 10 and includes expected CTR, ad relevance, and landing page experience. It’s a measurement of how relevant your ad is to the user’s intent. Ad rank will get improved without spending more because of better quality scores.

How does Ad rank work?

An ad rank depends on the cost per click or CPC, the quality score, and therefore the expected result. It takes into consideration various factors account various factors like device, location, time, search terms. A good ad rank means the ads will appear on a relevant channel and poor ad rank may lead the ad to not getting displayed at all.

What steps are needed to be taken to improve the quality score?

To define the cost per click, a quality score is assigned. It depends on the relevance as well as the quality of the keywords used in ads. Landing page experience plays an important role in this.

What is CTR?

click-through rate is that the percentage of individuals who click on your ad after seeing your ad. CTR is the number of clicks that your ad receives divided by the number of times your ad is shown in the search engine.

clicks ÷ impressions = CTR.

What is the Conversion Rate?

Conversion rates are calculated by simply taking the number of conversions and dividing that by the number of total ad interactions which will be tracked to a conversion during the same period.

What is keyword match type?

The keyword match type is how closely the keyword needs to match with the user’s search query for the ad to be considered. Broad match types show searches that relate to a keyword. Phrase match types show searches that include the meaning of a keyword. Exact match types show searches with an equivalent meaning as a keyword. Negative keywords, your ad won’t show if the search contains the exact keyword terms in the same order.

What is the bidding method in Google Ads?

It is a bidding strategy where Google Ads will set your bids to maximize conversion value based on the return you want from your ad.

There are 2 types of bidding methods.

Manual Bidding

Manual bidding is a bidding method that lets you set your own maximum cost-per-click (CPC) for your ads. First of all, while starting google ads, we can use the manual bidding method to know the cost of ads per day.

Automatic Bidding

Automated Bidding may be a bid strategy that automatically sets bids for your ads supported that ad’s relatively to end in a click or conversion. It takes to setting bids to meet the goals of running ads on google.

What is Actual CPC?

Your actual cost-per-click (actual CPC) is that the final amount you’re charged for a click. Actual CPC is usually but max.

Actual CPC is calculated by dividing the total cost of your clicks by the total number of clicks.

What are the targeting options in Google AdWords?

We can divide the general targeting methods by Audience targeting and content targeting.

In content targeting, we have the following methods:

Keywords: The keyword method is based on keywords. We select the keywords user will type to find your product or services. We can set keywords manually to succeed in targeted audiences.
Placement: With the placement method, we just need to specify a website or part of a website. We can target websites our potential user’s visits and target.
Topics: Target allows advertisers to select a set of pages based on the theme on the display network.
Display expansion for search: With the help of smart targeting and automated bidding, Google AdWords' display expansion of search method helps advertiser find quality results.

In audience targeting we have the different methods:

Demographics: This target is based on the age and gender of your targeted users.
In-market: Your ads will be visible to users who have shown interest in similar products or services.
Remarketing: Remarketing is one of the successful targeting methods widely used by businesses to target users who have visited the website.
Similar audiences: This method helps you find users who are similar to the users in the remarketing list.

What is ad extension in google ads?

Ad extension is nothing but the extra information you see with the ads, such as the address, web page links, or contact number. It attracts more clicks by increasing the click-through rate and also helps to improve ad visibility.

Google Ad extensions help you to increase traffic. Some of the Ad Extensions used in AdWords are:

Callout Extension
Locations Extension
Structured Snippet Extension
Click to Message Extension
Sitelinks Extension
Review Extension
Price Extension
App Extension
Call Extension

If you have a local business (like a restaurant or grocery store) and you want customers to buy from you, you can use Location extensions, Affiliate location extensions, and call-out extensions. These extensions give people a way to reach you and your affiliates through calls, addresses, etc.
If you offer a service (like pest control) for which you want your customers to contact you through phone or message, you can add Call extensions and Message extensions.
If you have developed an App and want people to download it, you can use App Extensions.

What is conversion tracking?

Conversion tracking is a free tool that shows you what happens after a customer interacts with your ads whether they purchased a product, called your business, or downloaded your app. It automatically optimizes your campaigns according to your business goals.

Why do we need a conversion rate?

Conversion rate optimization is vital because it allows you to lower your customer costs by getting more value from the visitors and users you already have. By optimizing your conversion rate you can increase revenue per visitor, acquire more customers, and grow your business.

What are Remarketing Ads?

Remarketing is a way to connect with people who previously interacted with your website or mobile app. Remarketing, also known as retargeting, can increase your conversion rates and ROI.

It also aware our brand name in people’s minds. It’s a block of code that adds your website visitors to remarketing lists, which will allow you to target your ads to these visitors.

What is an Ad Group?

An Ad Group is the container for your keywords in your search marketing campaigns. PPC advertising is structured such that you first create an account, then create an ad campaign, which is home to Ad Groups. Each of your campaigns is made up of one or more ad groups. Use ad groups to organize your ads.

What is the meaning of Ad Anatomy?

The anatomy of text ads is headline, description, and URL.

The Headline is 30 characters long.
URL is 30 characters long.
The Description is 90 characters long.

How many steps to create google ads and which is useful for a client?

There are 2 steps to create google ads.

1. Expanded Text Ads

Expanded text ads are similar to text ads and are very useful for the client to modify their ad as per their requirement.

Expanded text ads have three headline fields.
Expanded text ads also have two 90-character description fields.
Expanded text ads are mobile-optimized.

2. Responsive Search Ads

The more headlines and descriptions you enter, the more opportunities Google Ads has to serve ads that more closely match your potential customers’ search queries, which can improve your ad performance.

How to select keywords for google ads?

While selecting keywords for google ads, you have to consider something in mind…

Think like a customer when you create your list
Select specific keywords to target specific customers
Select general keywords to reach more people
Group similar keywords into ad groups

What is the Negative keyword?

A type of keyword that prevents your ad from being triggered by a particular word or phrase. Your ads aren’t shown to anyone who is checking out that phrase. This is also referred to as a negative match. The negative keyword allows you to exclude your ad for searches that include the exact keyword phrase. Searches may include additional words, and therefore the ad won’t show as long because the keywords are included within the same order.

Conclusion –

While concluding, it can be said that PPC is a complex structure, which has its impacts and effects. Even a small change can bring in great impact. Therefore, it’s advisable to understand the result. Candidates should give examples if they need to explain the structure of an online advertisement. They should be able to identify when there is a need for long phrases and when a short keyword can do the job. We hope these questions fulfill your needs.

Good luck!

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