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Top 25 PPC (Pay Per Click Advertising) Interview Questions & Answers

Top 25 PPC (Pay Per Click Advertising) Interview Questions & Answers
November 27, 2018

Top 25 PPC (Pay Per Click Advertising) Interview Questions & Answers

Nov 27, 2018
Soundarya Durgumahanthi
Soundarya is a Digital Marketer

Be it organic or paid procedures; companies are always up for promoting their products. As organic methods take time in attaining certain revenues, Paid Per Click helps companies on the web to achieve higher ranks quickly and get a lot of traffic in a short period. Though helpful in earning money quickly, PPC can lead to huge losses if the right procedure isn't followed. This is the reason for the massive demand for PPC experts in the industry and aspirants are looking forward to making a career in this field. 

However, even the expert has to take the test to prove his excellency. Below are the top 25 PPC questions and the simplest of answers to them, which would help you ace that interview. Be it a fresher, or an experienced candidate; you need to be thorough with these to succeed in your first step of being a PPC expert. 

1. Google Ads: What is it? How Does it Work?

Google AdWords is Google's internet promoting program; the program enables you to make online advertisements to contact groups of onlookers that are keen on the items and services you offer. The AdWords stage keeps running on pay-per-click (PPC) publicizing, i.e., you need to pay each time a guest clicks your advertisement.

AdWords could work for your business depending upon the competitiveness of the keywords and the real conversion relevancy they’re offering. Generally, we've discovered that Google AdWords is exceedingly viable for some sorts of organizations, as long as they don't squander their cash on the wrong catchphrases, or compose feeble, low CTR promotions.

2. Why is Google Ads Important to our Business?

Advertising with Google Ads has many benefits such as:

  • Getting the intended audience at the right time
  • Measure your performance online and improve your business
  • Potential customers within your reach 
  • Remarketing 

3. Explain the Procedure of Google Auction

When a question is made on Google, the web crawler forms the demand and runs the sale which will then decide the promotion positions and every promoter's CPC. 

In every month, the auction runs about a billion times. The outcomes are to such an extent that clients discover promotions that apply to what they're searching for, sponsors associated with potential clients at the least likely costs and Google rounds up billions of dollars in income.

4. What is Google Quality Score and How to Manage It?  

This is a measurement Google uses to decide how relevant and valuable your advertisement is to the client, given on your promotion's CTR, keyword relevance, and the nature of your landing page. The higher your Quality Score, the better: top-notch score keywords will spare you cash and win you better promotion rankings. 

By enhancing your Quality Scores, you'll be setting yourself up for a higher degree of profitability (ROI). That is because higher Quality Scores connect with a lower cost for each change! Cost per conversion is unique concerning cost per click. It's not the amount you pay for each click, but rather the amount you spend when somebody makes the move you need them to take, regardless of whether that is agreeing to accept a free preliminary or making an item buy. Since few out of every odd click results in a conversion, cost per conversion is by and large higher than the cost per click. 

Fortunately, solid Quality Scores bring down both your expense per click and your expense per change.

5. What is Click-through-rate (CTR) and How is it Calculated?

Click through rate is the level of aggregate advertisement views that outcome in clicks, and it is one of the critical factors in Google's Quality Score equation. Google utilizes Quality Score to decide both your advertisement position and real cost per click. 

It’s calculated through a simple formula that’s the number of clicks divided by the number of impressions times 100. In other words, clicks/ (impressions) (100) =CTR.

6. What is the Use of Google Ads API?

The Ads API grants applications to interface effectively with the Google Ads, unfathomably growing the capability of managing extensive or complex Google Ads campaigns and accounts. Some of the cases include:

  • Automated account management
  • Custom reporting
  • Ad management based on inventory
  • Bid management based on business data

With the AdWords API, you can construct programming that oversees accounts from the customer level down to the keywords level. The API functions similarly as the Google Ads UI does, yet automatically. 

7. What are Automatic Bidding Strategies?

A bid strategy that consequently sets offers for your advertisements dependent on that promotion's probability to result in a click or conversion. Each sort of automated bid strategy is intended to enable you to accomplish a particular objective for your business.

8. Explain How Conversions are Tracked in Google Ads?

Conversion settings incorporate making a pinch of HTML code in Google Ads that you stick into the site page that customers visit in a split second in the wake of completing the conversion, (for instance, a "Demand Confirmation" or "An obligation of appreciation is all together for Your Email" page). 

To start, tap on the Tools and Analysis tab in Google Ads, and select Conversions beginning from the drop menu, which raises the All changes page. Tap on the Conversions tab, by then tap the +Conversion catch to make your first change. 

You'll be incited to round out an edge that will help Google Ads make the reasonable HTML code for you to stick into your site page. 

Give the change a name, for instance, "Contact Form sections" if you have to follow how often visitors round out your site's Contact Us outline.

Next, select the source of the conversion. Your decisions are:

1) Webpage. (If you need clients to finish an activity on your site pages, for example, an online buy, contact shape accommodation, or page visit.) 

2) Call nearby. (If you need clients to call the number on your site.) 

3) App download. (If you need clients to download your application.)

9. How Many Characters Does the Descriptions in Google Ads Expanded Text Ads Have?

Ninety characters.

10. What is a Dynamic Search Ad?

Dynamic Search Ads use Google's natural web crawling innovation to consequently target pertinent hunt questions dependent on a retailer's site content. Dynamic Search Ads are valuable for campaigns since they: Help fill in the holes in keyword campaigns for a superior return on investment (ROI) through incremented traffic.

11. What are Negative Keywords in Google Ads?

The keywords which enable you to prevent your ads from showing to people who aren’t part of your target market are called negative keywords.

12. Will Low-volume Keywords Hurt my Google Ads Quality Score?

The account performance is not influenced by having a couple of low search volume keywords. Be that as it may, if you have a critical number of such catchphrases, it might affect the Quality Score of the campaign they are in and include pointless volume.

13. How do Landing Page Load Times Affect Google Ads Quality Score?

The load time will get one of two evaluations. If it's reviewed as "This page stacks gradually," your landing page quality and Quality Score will be adversely influenced. If it's reviewed as "No issues found," your landing page quality and Quality Score won't be influenced. 

This component of the Quality Score does not improve your general score; it can just contrarily influence it which implies that your aggregate score receives any reward for quick load times; you get negative imprints for slow landing page load time.

14. How Many Times Does a Google Auction Run?

Each month, the Google auction runs about a billion times.

15. What Are the Options that Can’t be Changed after Creating an Account?

Currency and Time Zone, cannot be changed after creating the account.

16. Mention the Various Types of Keywords

Keywords are classified as the likeliness of being clicked by visitors.

Research Keywords: People use these keywords to know about something. Eg. What is Digital Marketing
Consideration Keywords: People use these keywords to find a solution for their need – Eg. How to Learn Digital Marketing
Purchase Keywords: People use these keywords when they have buying intent – Eg. Best Institutes for Learning Digital Marketing

17. Why Should You Include a Text Ad in your Display Network Campaign, Even if You Want to Focus on Image / Video?

It is vital to creating text ads in your display network campaigns because edited messaging makes more comfortable to reach people while surfing websites or apps.

18. What is the Best Bidding Model to Increase Reach and Visibility in a Display Campaign?

Viewable Cost per thousand impressions (CPM)

19. Is using a Call To Action in the Opening Image of a Click-to-play Video necessary?

Yes, as that will increase the interactivity if your video.

20. How to Increase the Quality Score of a Low-performing Keyword?

The ad associated with the keyword is to be modified and directed to a highly relevant landing page.

21. How Can an Ads' Position be Best Determined?

In the first place, advertisement position is controlled by promotion rank, which is a score that Google computes dependent on your bid and your quality score. This technique enables Google to compensate publicists with a decent advertisement position on account of value promotions, keywords, and landing pages, rather than the ones who have the highest bids.

22. What are the Returns on Ads Spend and How Do You Calculate ROAS (Return On Ad Spend)?

Profit For Advertising Spend, (ROAS), is a marketing metric that estimates the adequacy of a digital advertising campaign. ROAS enables online organizations to assess which techniques are working and how they can enhance future advertising efforts.

ROAS can be calculated by dividing the revenue produced by advertising with the total amount spent.

23. What do You Mean by a  Broad Match Modifier in Google AdWords?  How is it Represented?

Broad Match modifier represents ads with synonyms, misspellings, and other relevant terms. It is henceforth the default keyword modifier. It is designated as a "+".

24. How Can use of Broad Matches with Negative Keywords be a Benefit, Instead of Exact Match Keywords by Themselves?

Broad match negative keywords help hinder a substantial number of unnecessary traffic. Unlike Phrase and Exact match where your catchphrase confines advertisement for a constrained arrangement of hunt questions, broad match works the polar opposite. Its range is more extensive, and all potential outcomes of your ad showing are blocked.

25. Testing Ads are Relevant, but How Do You Know When it’s Time to Conclude a Test and Leverage the Results?

There is no set response to this inquiry, yet each test should begin with characterized testing measurements including time and quantifiable information. For instance, it doesn't benefit us in any way to set objectives for procuring information and afterward achieve those objectives after just two days. We require a testing period that reaches out through various days of the week to demonstrate to us how a promotion performs dependent on contrasts in client practices. 

As a rule, a trial of something like seven days that gives us 1000-2000 impression and several hundred ticks is adequate for an advertisement gathering, regardless of whether there is not a reasonable champ.

So, these were the top 25 PPC advertising questions you need to know to ace any Google Ads Interview. Looking for the right guidance to excel in Google Ads? Check out our Certificate Course in Digital Marketing and visit us for a free demo. 

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