Sunday, 1 November 2015

Google AdWords SEM or PPC Interview Questions & Answers

1) Explain what is Adwords?
Adwords 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.

2) Explain how Adwords work?
Adwords work on bidding system if the bidding price is higher your ad will appear on top of the Google page.  Adwords 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.

3) Explain why to use Google Adwords?
Google Adwords behave differently to traffic that comes from Google Adwords 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 Adwords might be more valuable than million visitors.

4) Explain what is Ad rank?
Ad rank determines your ad position on Google page, and it is determined by your bid for that keyword and quality score.

5) Explain how does Ad rank impact Cost-Per-Click?
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

6) Explain how does a Google auction work?
Each month auction gets run billion of times, and the result are 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 advertisers CPC.

7) Explain what gets entered into a Google Account?
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.

8) Explain what is Google Quality Score?
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.

9) Explain what is an ad group in Google Adwords?
Ad group is a container of your keywords, advertisements, and landing pages.  Google rewards advertisers who prepare Adword campaigns with tightly structured ad groups. Its not advisable to include all your keywords into the single ad group, but to organize keywords into themes.

10) Explain what is conversion optimizer in Adwords?
Conversion Optimizer is a tool used by Google Adwords for bid manipulation and decides which clicks on the ad will be valuable.  It can help you to return maximum on your investment.

11) Mention some of the Google Adword Ad Extensions?
Different ad extension can enhance the increase in traffic.  Some of the common Ad extensions used in adwords are
Sitelinks
Call Extensions
Location Extensions
Social Annotations
Seller ratings
Mobile app extensions
Offer ads
Communication Ad
Review extension
Image and drop down navigation Ad extension

12) Mention in google Adwords that options can’t be changed after creating an account?
After creating account Currency and Time Zone, cannot be changed.

13) Explain how you can improve conversion rates?
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.

14) Mention what is the limit set for the number or characters for Adwords ad?
Limit for Adword is
Description line 1st: 25 characters
Description line 2nd: 35 characters
Destination URL: 1024 characters
No images are allowed in URL.

15) Explain what is the meaning of CTR and how you can calculate?
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 have viewed your ad.

16) Mention what are the type of Keywords?
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

17) Explain what is Google Ad API?
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 Adwords server.
With Google Ad API, you can build an application that can do following things
1. You can automatically generate keywords, ad text, custom reports and landing pages
2.Develop additional applications and tools to help you manage accounts
3.Synchronize Adwords data with your inventory system to manage campaigns based on stock

19) Explain how you can track conversions in Google Adwords?
In Google Adwords, conversion tracking can be done in following ways
Tracking purchases by involving basic tracking code provided by Adwords 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 Adwords 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.

20) Explain what are the other two options for bidding other than C-P-C?
Other than CPC the other two options are CPM (Cost per Thousand Impression) and CPA ( Cost Per Action ).

Few More Questions And answers:

Accounts================================================================

Q: When setting up a Google AdWords Account, why should you choose your currency and time zone carefully?
A: These can not be edited once the account is set up.

Q: Which settings are specified at the Account level in AdWords?
A: Email address, password, and billing information.

Q: What happens to the rest of your Google products if you change your password for AdWords?
A: The new password will be required to log in to all other Google products.

Ads

Q: Your ad includes the phrase, “Your friend has a crush on you. See who!” and it gets disapproved. Why?
A: AdWords policy does not allow ads to simulate email inbox notifications or fake friend/crush requests.

Q: What is the formula for ad rank on the Search Network?
A: Maximum Cost Per Click X Quality Score.

Q: What is the best way to achieve the top position in paid search results?
A: Improve the Quality Score and raise the Cost Per Click.

Q: How should you check to see if your ads are still running on Google?
A: Use the Ad Preview and Diagnosis tool.

Q: Why should you use the Ad Preview and Diagnosis tool to check if your ads are live and running on Google?
A: By searching for keywords that trigger your ad, you can rack up impressions without clicks, which may lower your Click-Through Rate, which may prevent your ad from appearing as often as it is eligible.

Q: Why should you identify special offers before building an AdWords campaign?
A: In order to create compelling text for your ad creatives.

Q: All other things equal, if your closest competitor’s bid is $0.25, how much will you pay to show your ad in a higher position?
A: $0.26

Q: What is the formula for ranking keyword-targeted ads on the Search Network?
A: Maximum Cost Per Click x Quality Score.

Q: What are some phrases that are not allowed, according to Google Ad Policies?
A: Call To Action phrases like “Click here,” or “See this site.”

Q: True or false. “Click here” can be used in an ad.
A: False. This phrase violates Google’s Ad Policies.

Q: How can you create effective ad text?
A: Best practices include using prices, promotions, and exclusive offers in your ads.

Ad Extensions============================================================

Q: How are +1s calculated for your ad and Google+ page when using the social extension on your ads?
A: +1s from your Google+ page show in the count that is visible on your ad.

Q: What can a location extension do?
A: Assist nearby customers in finding or calling your nearest location.

Q: With the sitelinks extension set at both the campaign and Ad Group level, which ones will be displayed?
A: The sitelinks at the Ad Group level will be displayed.

Ad Groups===============================================================

Q: Why is it a bad idea to duplicate keywords in multiple Ad Groups?
A: Keywords in multiple ad groups compete against each other, and the keyword with the higher performance will trigger the ad in that Ad Group to run.

Q: What is the effect of including both keywords and placements in an Ad Group on the Display Network?

A: Your ads will be restricted to only specific sites that you choose and webpages where the content is relevant to the theme of the keywords.
Q: Why is it important to group similar keywords together in an Ad Group?
A: To ensure that the ads remain relevant to those keywords.

Q: Why is it a good idea to create multiple Ad Groups?
A: You can break up keywords and ads and group them by related themes.

Q: What should Ad Groups be organized around?
A: Common themes.

Q: True or false. Placements can be controlled at the Ad Group level.
A: True.

Q: What impact can poor landing page quality have on an Ad Group?
A: Keywords in the Ad Group may be given a lower Quality Score.

Q: What should you use Ad Groups for?
A: To organize ads by common themes that you want to advertise on.

Bidding=================================================================

Q: What is the maximum CPC?
A: The highest amount of money an advertiser is willing to pay for a click on their ad.

Q: What does Smart Pricing mean?
A: Google may automatically reduce your CPC bids on pages on the Display Network that are less likely to turn into an actionable business result.

Q: When is Cost Per Thousand Impressions (CPM) bidding not available?
A: If your campaign is opted in to the Search Network.

Q:What is the main goal of automatic Cost Per Click bidding?
A: To generate as many clicks as possible within the advertiser’s target budget.

Q: What is one effect using setting a daily budget lower than the recommended amount?
A: Ads will not show every time that a user searches for the keywords that could trigger the ad.

Q: What is important to keep in mind about manual Cost Per Click bidding?
A: The average profit derived from a paid click.

Q: Which bid methods are used for image ads on the Display Network?
A: CPM or CPC bids.

Q: When a CPM and CPC bid compete against each other, how does Google determine each ad’s position?
A: Google estimates how many clicks the ad might receive in 1000 impressions to get the comparison.

Q: What is Enhanced Cost Per Click?
A: A CPC bidding features to automatically bid more aggressively in auctions more likely to result in conversions.
ecpc= 30% more

Campaigns===============================================================

Q: What does a “Pending” Campaign in AdWords signify?
A: It is Inactive, but scheduled to begin at a date/time in the future.

Q: What is one main benefit of using Google AdWords?
A: Ads are displayed to users who search for your particular products or services.

Q: With a new campaign, what effect can the AdWords average daily budget have on achieving positive ROI?
A: It can keep costs and exposure limited until profitability is achieved.

Q: What does the Optimize ad rotation setting do?
A: It allows the AdWords system to show the better performing ad more often than lower performing ads.

Q: You have a new product line and want to allocate additional budge to promoting it. What’s the best way to do this?
A: Create a campaign with a separate daily budget to promote just the new product line.

Q: What can the Opportunities tab be used to do?
A: Find keyword, bid, and budget ideas to improve campaign performance.

Q: Why is it important to monitor ad campaign performance?
A: In order to determine if campaigns meet business marketing and conversion goals.

Q: What is one benefit of not using a predetermined budget for AdWords advertising, compared to radio, print, and TV advertising?
A: Online campaigns are highly measurable and may be able to generate an automatic positive ROI. As long as ROI remains positive, it can be strategic to capture all traffic without a predetermined budget.

Q: Which budget delivery method should you use to distribute ads evenly over the course of a day?
A: Standard.

Q: True or False. With the Accelerated delivery method of ads, ads are shown as frequently as possible until the daily budget is spent.
A: True.

Q: With an ad serving option set to Optimize, how will AdWords handle multiple variations of text ads in the same Ad Group?
A: AdWords will try to show the best performing ad more often than lower performing ads.
Click-Through Rate

Q: How does a low CTR on the Display Network affect your Search Network Quality Score?
A: It doesn’t. Your ad performance, including CTR, does not affect your rank for search ads. A low CTR on the Display Network does not affect your Search Network Quality Score.

Q: If you have a keyword with a low CTR, what can you expect?
A: A lower Quality Score on the Search Network.

Q: What is one way you can increase CTRs?
A: Add negative keywords to the ad group to reduce irrelevant impressions.

Conversions==============================================================

Q: Why does a lower Cost Per Acquisition (CPA) not indicate a higher profit?
A: A lower CPA may be accompanied by lower sales volume, reducing overall profit.

Q: What can you expect if you raise your bids?
A: More conversions and a higher CPA, in general.

Q: What can you expect if you lower your bids?
A: Fewer conversions and a lower CPA, in general.

Display Network==========================================================

Q: How does a low CTR on the Display Network affect your Search Network Quality Score?
A: It doesn’t. Your ad performance, including CTR, does not affect your rank for search ads. A low CTR on the Display Network does not affect your Search Network Quality Score.

Q: What effect does using managed placements have on your campaign?
A: Your ads will show on webpages, videos, games, RSS feeds, mobile sites, and apps that you have specifically selected.

Q: What does Smart Pricing mean?
A: Google may automatically reduce your CPC bids on pages on the Display Network that are less likely to turn into an actionable business result.

Q: What is the effect of including both keywords and placements in an Ad Group on the Display Network?
A: Your ads will be restricted to only specific sites that you choose and webpages where the content is relevant to the theme of the keywords.

Q: How does adding placements to an Ad Group affect its Quality Score for the Search Network?
A: Placements are used on the Display Network, so they do not affect Quality Score on the Search Network.

Q: Should you use plurals, misspellings, and other variants of words in Ad Groups in the Display Network?
A: Since the Display Network considers broad match only, plurals, misspellings, and other variants are unnecessary.

Q: Which bid methods are used for image ads on the Display Network?
A: CPM or CPC bids.

Q: By including keywords in an Ad Group, how does Google automatically determine where ads on the Display Network might show?
A: Automatic placements would be used to target sites by context whose content shares the same themes as the keywords in the Ad Group.

Q: How do Managed Placements work?
A: Advertisers can manually specify which websites their ads appear on throughout the Display Network.

Q: What is used to determine Quality Score on the Display Network?
A: The quality of the landing page.

Q: How can the Contextual Targeting Tool help you?
A: It can show you potential webpages where your ad can show up based on your keywords.
Keywords

Q: Why is it a bad idea to duplicate keywords in multiple Ad Groups?
A: Keywords in multiple ad groups compete against each other, and the keyword with the higher performance will trigger the ad in that Ad Group to run.

Q: From which AdWords tool can you get ideas for negative keyword and placement exclusions?
A: The placement performance report.

Q: What is keyword contextual targeting?
A: It is when themes of keywords are matched by AdWords to relevant content on various websites that run Google ads.

Q: For a direct response campaign, which keywords should an advertise delete or consider not using at all?
A: Keywords that generate a lot of impressions with very few conversions.

Q: Under the new match type policies, if you use the exact match keyword [red shoe], will your ad appear for plurals and misspellings?
A: Yes. This is a new change in Google AdWords policies.

Q: Does the Display Network take into account match types like phrase and exact match?
A: No, the Display Network uses only broad match.

Q: Why is it important to group similar keywords together in an Ad Group?
A: To ensure that the ads remain relevant to those keywords.

Q: What can you use the Keyword Tool to do?
A: Find new keywords for advertising campaigns.

Q: If you have a keyword with a low CTR, what can you expect?
A: A lower Quality Score on the Search Network.

Q: True or False. Negative keywords can help you refine the targeting of your ads.
A: True.

Q: True or False. Negative keywords can increase the CTR of ads.
A: True.

Q: Even with an unlimited budget and a positive ROI, what can limit the amount of money you can invest in a campaign?
A: The amount of profitable traffic available for the keywords that your campaign is targeting.
Language

Q: How does the AdWords system decide which ad language to target?
A: Language of ads is determined by the language setting of the Google interface the client is using.

Q: If someone in Russia sets their language preference to English, will they see ads targeted to people in Russia? Will their ads be in Russian or in English?
A: They will see ads targeted to people located in Russia with the ads in English.

Q: What language setting should you use to target a Spanish speaker in the United States?
A: Spanish.

Q: True or False. In order to target Spanish speaking users with Spanish language ads in the United States, adjust the language targeting settings.
A: True.

Location================================================================

Q: Where can an advertiser change the location targeting of an ad?
A: Location targeting is set at the campaign level.

Q: What is a primary benefit of location targeting?
A: The ability to target combinations of countries, territories, and regions.

Q: True or False. Google can use the IP address of users to target ads based on location.
A: True.

My Client Center==========================================================

Q: What is one benefit of My Client Center?
A: A dashboard that provides summaries of different metrics for all of your clients’ accounts.

Q: What is the primary function of the My Client Center account?
A: An umbrella account for access to individual accounts with a single login.

Q: What is one way to limit a user’s access to only a specific number of accounts in the MCC?
A: Create a new MCC account linked to the original MCC account. Move the specified number of accounts into that MCC and grant the user access to the sub-MCC account.

Mobile Ads==============================================================

Q: How can you get greater exposure on mobile devices?
A: Enable bid adjustments and bid higher on mobile devices.
Quality Score

Q: How does a low CTR on the Display Network affect your Search Network Quality Score?
A: It doesn’t. Your ad performance, including CTR, does not affect your rank for search ads. A low CTR on the Display Network does not affect your Search Network Quality Score.

Q: What is the formula for ad rank on the Search Network?
A: Maximum Cost Per Click X Quality Score.

Q: What are some recommendations for increasing Quality Score for a keyword?
A: Edit the ad associated with that keyword and direct users to a landing page that is very relevant.

Q: What happens when the Quality Score of a keyword is increased?
A: The ad may earn a higher average position.

Q: When are Quality Score and Ad Rank calculated?
A: Every time someone conducts a search where your ad is eligible to appear.

Q: What does a higher Quality Score typically lead to?
A: Lower costs and higher ad positions.

Q: How often is Quality Score evaluated?
A: Each time someone does a search that triggers your ad.

Q: What is used to determine Quality Score on the Display Network?
A: The quality of the landing page.

Q: How does a low CTR on the Display Network affect your Search Network Quality Score?
A: Ad performance on the Display Network does not affect rank for Search Ads or Search Network Quality Score.

Search Network===========================================================

Q: What is the best bidding option for clients that want to spend the least amount of time setting and managing individual keyword bids?

A: Automatic Cost Per Click (CPC)

Q: What is the formula for ad rank on the Search Network?
A: Maximum Cost Per Click X Quality Score.

Q: How is advertising cost accrued on the Search Network:
A: Costs are accrued when someone clicks on an ad that is displayed on the Search Network.

Q: What is the formula for ranking keyword-targeted ads on the Search Network?
A: Maximum Cost Per Click x Quality Score.

Q: What effect do negative keywords have on Ad Groups in a Search Network campaign?
A: The ad will not show if the negative keyword appears in the user’s search query.

Q: What happens if a Search Network campaign consistently reaches its daily budget?
A: There will be missed potential ad impressions.

Q: True or False. You can pay for specific placement in top ad positions in the Search Network.
A: True.

Q: True or False: You can pay for specific placement in top positions in the natural search results.
A: False.

Q: How can Search Network marketing help you reach your advertising goals?
A: By acquiring potential qualified customers.

Q: What are the minimum requirements to run an ad on the Search Network?
A: Text ad, keyword list, and a default bid.

Q: How often does AdWords run an auction to determine which ads will be shown on the search results page?
A: An auction is run every time a users enters a search query.

Video Ads===============================================================

Q: You want to pay when a user views your video ad through a cost-per-view advertising model. Which of Google’s services would be most appropriate?
A: TrueView video formats would allow this model of payment through YouTube advertiser



Paid Marketing is one the crucial marketing strategy in Digital Marketing. To implement Paid Marketing strategy in Google AdWords, one must have in-depth understanding of the theoretical and practical implementation using the interface. Below are the most commonly asked questions in Search Engine Marketing (PPC/Mobile/Display)
What is difference between direct marketing and branding ? 
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 conversion rate, which explains about ROI. Most common campaign types are Search Network Only,   Shopping Campaigns, Dynamic Search Ads etc.
In Branding campaign an advertiser needs exposure of his brand on major sites and applications. The most popular methods are Display Ads, Remarketing, Youtube Ads and custom ads target.
Which settings cannot be changed after the AdWords account is created ?
Time Zone and Currency cannot be changed after account creation.

What is Google AdWords Double Serving policy?
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 the ads from different providers. Read more about his here
What do understand by Quality Score? 
Quality Score is a metric which is calculated for each keyword between 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.

What is the impact of Quality score on CPC and Ad Position ?
Quality Score is inversely proportional to CPC and Directly proportional to Ad Position. That means higher QS means lower cost and higher position.
What is Actual CPC ?
The actual cost of a click for an advertiser in an auction. The actual CPC is calculated in realtime and we cannot know the Actual CPC, but we can see Avg. CPC.
Actual CPC = (AdRank to Beat/QS)+$0.01

What Kind of Quality Score you can achieve for keywords ? 
In my past campaigns I achieved the QS of 7 – 10. I can improve the quality score by using optimization techniques in campaign.

What are the Factors which affect Quality Score ?
Quality Score depends on the following metrics
CTR of the Keyword
Relevance of Keywords and Ads
Landing Page Quality
Historic Account Data

How can you Improve Conversion Rates ? 
By creating ads which match perfectly with keywords and creating tightly themed ad groups so we can get targeted users to best landing page. Also by improving the Landing Page quality we can improve the conversions.

 Is PPC Advertisement effect ranking of websites on search engines ? 
Never, Search Engine don’t mix them. Google and other search engines rank both organic and ppc results separately

Can you tell me limit of character used for PPC Ads ?
Different Search Engines have different Limit on ads character as for Google you can put maximum 25 for headline and 70 for description 1 and 2 combined.
PPC (Pay-Per-Click) is not a new term when we talk about Digital Marketing. PPC is a form of Marketing in which marketers have to pay a certain amount of money as a fee every time one of their ads is clicked. PPC Marketing is basically buying visits to your website unlike other Marketing forms where you earn these visits from.
PPC Marketing will not only continue but will also grow in the coming period which will generate good job opportunities in PPC Marketing career. All you got to do is search for good opportunities and hook up an interview for yourself. Now if you have scheduled an interview for a PPC Marketing job, then which questions do you think are likely to be shot at you by the interviewer? No idea? Well, we have compiled a list of 10 most important and frequent questions and answers to them that will surely help you crack the interview and earn you your dream PPC job.


 10 PPC Job Interview Questions==============================================

1. What is the difference between PPC Marketing and Internet Marketing?
Answer: Pay-Per-Click Marketing (PPC) specifically aims at search engines and social media channels to market your Business. It is in the form of paid search results where ads are aimed to display greater exposure for targeted keywords at minimum possible cost. Marketers usually go for PPC Marketing when they exclusively want their Ads to be seen at the top of search engine results page.
On the other hand, Online Marketing is a very wide concept wherein you have different range of channels like Email Marketing, Social Media Marketing, Video Marketing, etc.

2. What do you understand by Quality Score in PPC Marketing?
Answer: Google rates the quality and relevance of both your keywords and PPC ads which are used to determine your cost per click (CPC). It is then multiplied by your maximum bid to determine your ad rank in the ad auction process. Quality score depends on various factors such as:
Source: indri.co
• Click through rate (CTR) - CTR is a metric that measures the number of clicks advertisers receive on their ads per their number of impressions
• keyword relevance to its ad group
• Quality and relevance of your landing page
• Relevance of your Ad text
• Account history.
Quality score is correlated to your PPC success. The better your Quality score is the more your Ads will be effective.

3. How to reduce costs of paid search campaigns?
Answer: Some of the ideas to reduce cost of paid search campaigns are:
• You can A/B test your ad copies and landing pages to find out the best converting ads and pages to get maximum ROI out of your campaigns.
• When using all types of keyword for your campaign, always try and bid highest on the exact match, followed by the phrase, then broad modified and finally broad match. It can help you in decreasing your cost by almost 20%-25%.
• If your business is on a global scale then find the geographies, in the location settings, where your campaign is not converting the visitors into customers as per your expectations and then you can either remove them completely from your campaign locations or put a minimum bid for those locations. Always be location specific when you are a little low on bids and budget.
• You can observe those days in a week, on which your campaigns are not converting and can possibly lower down your bids for those particular days as well.

4. How do you differentiate paid search programs of Google and Yahoo?
Answer: Differentiation between paid search programs of Google, MSN and Yahoo can be done with the advantages and disadvantages of the same.
Google AdWords
Advantage – Google AdWords offers the most robust paid search campaign program. It can help you to get majority of paid search traffic as Google tops the list of search engine platforms.
Disadvantage – Because of its advantage, large number of marketers use Google AdWords for PPC Marketing which makes its cost per click more expensive than MSN and Yahoo.
Yahoo! Search Marketing
Advantage – Yahoo offers a lower pay per click cost compared to Google AdWords and it has a pretty decent PPC interface.
Disadvantage – The reporting features of Yahoo! Search Marketing lacks effectiveness. This is where Google AdWords steps up.
Choosing the right paid search program should be based on the objective, target and budget of your business.

5. How can you describe building keyword list?
Answer: Keyword list building is a skillful task. It is the vital element in PPC Marketing as keyword is the factor which majorly decides the success of your PPC Marketing effort. Choosing right and perfect keywords can get you maximum traffic and conversions   and choosing the irrelevant or wrong ones can burn down your Ad campaign to ashes. Systematic steps should be taken to build keywords. They can be:
• Identifying your audience
• Reviewing your existing offerings
• Looking and observing your competitors
• Checking web analytics results carefully
• Expanding keywords using various tools
e.g. Google AdWords keyword Planner or any Keyword expansion site.

6. What is geo –targeting? Describe a strategy on geo-targeting ads.
Answer: Geo-targeting is basically targeting your Ads to a certain or multiple location(s). There are various ways to target your campaign geographically on the basis of:
• City, state, country and region
• Designated market area (DMA)
• ZIP code
• Radius around a point.
You can mix and match it to a certain extent. Marketers can improve their ROI by being more creative in their targeting methodology. IP filter can be a great and simple way to target your Ads geographically. E.g. if you want to advertise for “PPC China”   keyword only to users who are located in China, then an IP targeting methodology will only display the ads if their location (IP address) is associated with China.

7. What is CPA bidding in AdWords?
Answer: Cost-per-acquisition (CPA) bidding is a bidding method that enables you to tell AdWords the amount of money you are willing to pay for a conversion. It helps you in reaching to the customers who are likely to take action on your website. In short, it targets on maximizing conversions. There are 2 types of CPA bid types:
• Target CPA – It is an average amount you would be willing to pay for a conversion. The cost per conversion (CPC) should average to the Target CPA you set.
• Maximum CPA – It is a maximum amount you would be willing to pay for each conversion. Most of your bids will be below your maximum CPA when you use Conversion Optimizer.

8. What is Google MCC?
Answer: Google MCC (My Client Center) is a very useful tool for marketing experts and third parties. It helps you to handle multiple Adwords accounts easily from a single location.
Its advantages are:
• View relevant information of all linked accounts in one single dashboard
• Track performance, find accounts, manage budgets
• Manage all accounts very efficiently using the alerts-summary page, which displays all alerts for linked accounts
• Generate reports across multiple client accounts
• Manage separate billing for each client.
Source: iilustris

9. How can you improve conversion rates?
Answer: An important element in any PPC Marketing campaign is the conversion rate. It enables you to measure how many consumers you can turn into your customers, which in turn earns you more money. There are many factors which can improve your conversion rate in PPC advertising. Establishing trust with your visitors, solving visitor's problems, making firm recommendations, identifying the landing page goals, leading visitors to the right landing page, inserting your keywords on the landing page, optimizing the landing page and analyzing and finally evaluating the performance of your landing Page are some steps you can take to improve your conversion rate.

10. What is Google Adwords remarketing?
Answer: AdWords remarketing is a targeted marketing strategy which allows marketers to reach the people who previously visited their website but did not take any action or did not experience conversion. It is another way to match the right people with right Ad.
According to Google ” Remarketing is a tool that can drive ROI for all types of advertisers, regardless of the focus of your campaigns (brand-oriented, performance-driven, etc.) or your ad formats…you can then remarket to those users who reach your site by showing them tailored ads on sites throughout the Google Display Network.”
E.g. if someone visits your website, Google puts a tracking code in their browser. When that same person visits any other website, Google display network makes your Ad appear to him on the website he is currently on. You yourself might have noticed this.
These were some of the questions with which you can prepare yourself for your PPC job interview and impress the interviewer with your knowledge. Reap its benefits.
Let us know in the below comment box if we have missed any question.

What is PPC?

What is PPC (pay-per-click) marketing? Pay-per-click marketing is a way of using search engine advertising to generate clicks to your website, rather than “earning” those clicks organically. You know those sponsored ads you often see at the top of Google’s search results page, marked with a yellow label?
As we’ve established, PPC advertising offers a unique opportunity to:
Grow Your Customer Base – Connect with searchers actively looking for products and services like yours, and respond to that need by providing them with an offer relevant to their search query.
Generate Leads at Low Costs –  Because pay-per-click marketing allows you to reach leads and prospects when they’re researching and looking to buy, it’s a highly effective way to bring interested visitors to your site. Plus, you can enjoy an algorithmically generated discount from the search engines in exchange for making their users happy.

Once you’ve created your new campaigns, you’ll need to manage them regularly to make sure they continue to be effective. In fact, regular account activity is one of the best predictors of account success. You should be continuously analyzing the performance of your account.
Add PPC Keywords: Expand the reach of your pay-per-click campaigns by adding keywords that are relevant to your business.

Add Negative Keywords: Add non-converting terms as negative keywords to improve campaign relevancy and reduce wasted spend.

Split Ad Groups: Improve click-through rate (CTR) and Quality Score by splitting up your ad groups into smaller, more relevant ad groups, which help you create more targeted ad text and landing pages.
Review Costly PPC Keywords: Review expensive, under-performing keywords and shut them off if necessary.

Refine Landing Pages: Modify the content and calls-to-action (CTAs) of your landing pages to align with individual search queries in order to boost conversion rates. Don’t send all your traffic to the same page.

What do understand by Quality Score? 
Quality Score is a metric which is calculated for each keyword between 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.

What is the impact of Quality score on CPC and Ad Position ?
Quality Score is inversely proportional to CPC and Directly proportional to Ad Position. That means higher QS means lower cost and higher position.

What is Actual CPC ?
The actual cost of a click for an advertiser in an auction. The actual CPC is calculated in realtime and we cannot know the Actual CPC, but we can see Avg. CPC.
Actual CPC = (AdRank to Beat/QS)+$0.01
What Kind of Quality Score you can achieve for keywords ? 
In my past campaigns I achieved the QS of 7 – 10. I can improve the quality score by using optimization techniques in campaign.

What are the Factors which affect Quality Score ?
Quality Score depends on the following metrics
CTR of the Keyword
Relevance of Keywords and Ads
Landing Page Quality
Historic Account Data
How can you Improve Conversion Rates ? 

By creating ads which match perfectly with keywords and creating tightly themed ad groups so we can get targeted users to best landing page. Also by improving the Landing Page quality we can improve the conversions.
 Is PPC Advertisement effect ranking of websites on search engines ? 

Never, Search Engine don’t mix them. Google and other search engines rank both organic and ppc results separately
Can you tell me limit of character used for PPC Ads ?

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

What is the difference between search engine marketing and Internet marketing?
Search Engine Marketing is specific to marketing your brand/service/products through search engines. It can be in the form of organic search results where landing pages are aimed for higher ranking, or in paid search results, where ads are aimed to display at maximum   exposure for targeted keywords at minimal cost possible.

What is Quality Score and how does it affect your work as paid search specialist?
Quality Score’s a part of Google’s way of determining ranking of AdWords ads. This can be achieved by, among others, improving relevance between ad copies and keywords, improving quality of landing pages. By obtaining high quality score for my keywords, I can reduce expenses for my PPC campaigns.

Explain what is Adwords?
Adwords 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.

Explain how Adwords work?
Adwords work on bidding system if the bidding price is higher your ad will appear on top of the Google page.  Adwords 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.

Explain why to use Google Adwords?
Google Adwords behave differently to traffic that comes from Google Adwords 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 Adwords might be more valuable than million visitors.

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

Explain how does Ad rank impact Cost-Per-Click?
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

Explain how does a Google auction work?
Each month auction gets run billion of times, and the result are 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 advertisers CPC.

Explain what gets entered into a Google Account?
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.

 Explain what is Google Quality Score?
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.

Explain what is an ad group in Google Adwords?
Ad group is a container of your keywords, advertisements, and landing pages.  Google rewards advertisers who prepare Adword campaigns with tightly structured ad groups. Its not advisable to include all your keywords into the single ad group, but to organize keywords into themes.

Explain what is conversion optimizer in Adwords?
Conversion Optimizer is a tool used by Google Adwords for bid manipulation and decides which clicks on the ad will be valuable.  It can help you to return maximum on your investment.

Mention some of the Google Adword Ad Extensions?
Different ad extension can enhance the increase in traffic.  Some of the common Ad extensions used in adwords are
Sitelinks
Call Extensions
Location Extensions
Social Annotations
Seller ratings
Mobile app extensions
Offer ads
Communication Ad
Review extension
Image and drop down navigation Ad extension

Mention in google Adwords that options can’t be changed after creating an account?
After creating account Currency and Time Zone, cannot be changed.
Explain how you can improve conversion rates?
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.

Mention what is the limit set for the number or characters for Adwords ad?
Limit for Adword is
Description line 1st : 25 characters
Description line 2nd: 35 characters
Destination URL: 1024 characters
No images are allowed in URL.

Explain what is the meaning of CTR and how you can calculate?
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 have viewed your ad.

Mention what are the type of Keywords?
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

Explain what is Google Ad API?
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 Adwords server.

Mention what all things can be done using Google Ad API?
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 Adwords data with your inventory system to manage campaigns based on stock

Explain how you can track conversions in Google Adwords?
In Google Adwords, conversion tracking can be done in following ways
Tracking purchases by involving basic tracking code provided by Adwords 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 Adwords 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.

Explain what are the other two options for bidding other than C-P-C?
Other than CPC the other two options are CPM (Cost per Thousand Impression) and CPA ( Cost Per Action ).

Here I am sharing PPC Job Interview Question and Answers 2015.Learn these ppc interview questions to tackle your next interview easily.

1.What is the difference between search engine marketing and Internet marketing?
Ans:Search Engine Marketing is specific to marketing your brand/service/products through search engines. It can be in the form of organic search results where landing pages are aimed for higher ranking, or in paid search results, where ads are aimed to display at maximum exposure for targeted keywords at minimal cost possible.

2.What is Quality Score and how does it affect your work as paid search specialist?
Ans:Quality Score’s a part of Google’s way of determining ranking of AdWords ads. This can be achieved by, among others, improving relevance between ad copies and keywords, improving quality of landing pages. By obtaining high quality score for my keywords, I can reduce expenses for my PPC campaigns.
3.How do you manage large set of keywords (hundred thousand to millions)?
4.How do I reduce costs of my paid search campaigns?
5.Describe the structure of a Google AdWords paid search campaign ?
Ans:Google AdWords PPC advertising structure is composed of one or multiple accounts (if necessary). An account can handle up to 25 campaigns. Each campaign can handle up to 100 ad groups. Yahoo Search Marketing campaigns can have up to 1,000 keywords and 20 ads within an ad group.

Google AdWords

Advantage: Most robust and corners majority of all paid search traffic
Disadvantage: Due to its big number of advertisers, cost per click is generally more expensive
Yahoo! Search Marketing
Advantage: Lower pay per click cost compared to Google AdWords
Disadvantage: Way behind Google AdWords in terms of reporting features
MSN adCenter
Advantage: Studies show that users of adCenter are more likely result to conversions
Disadvantage: Weakest PPC interface compared to Google AdWords and Yahoo! Search Marketing
How do you describe building your keyword list?
Ans:
a.Identify your audience
b.Review your existing offerings
c.Look at your competitors
d.Check web analytics results
e.Expand keywords using various tools

What is your strategy on geo-targeting ads?
Ans:The question will seek answer on how you’d approach ads that are displayed for specific locations. Is it just based on IP filter or should you extend it.

1 comment:

  1. Here i had read the content you had posted. It is much interesting so please keep update like this.

    SEO Company in Chennai

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