Interview Questions on Ppc

1) Explain the working of Google auction.

Ans) An auction runs billion of times each month and the results are such that users find ads that are relevant to what they are looking for. Google processes the request and runs the auction that determines the ad position and CPC of each advertise

2).What is Quality Score in Google AdWords?

Ans) Google’s quality score determines the value and relevancy of your ad to the user on the basis of keyword relevancy, quality of your landing, and your ad’s CTR. Higher quality score keywords will save your money and get better ad ranking.

3) Do you know what an ad group is in Google AdWords?

Ans) Ad group is a container of your landing pages, advertisements, and keywords. Google rewards advertisers who prepare AdWords Campaigns with tightly structured ad groups. Adding all keywords into the single ad group is not advisable rather it is better to organize keywords into themes.

4) Name some of Google AdWords Ad Extensions?

Ans) There are different ad extensions to boost the traffic. Some of the common ad extensions are:

  • Sitelink Extension
  • Callout Extension
  • Structured snippet extension
  • Call Extensions
  • Message extension
  • Location extension
  • Affiliate location extension
  • Price extension
  • App extension
  • Review extension
  • Promotion extension (recently added & used it in new adwords interface only)

5) What is CTR and how one can calculate it?

Ans) Click through rate abbreviated as CTR tells the number of visitors visited on your ad on the web page. To calculate CTR, one can use the formula:

Number of clicks/Number of impressions X 100 = CTR

The answer will be in percentage which represents % of customers who have viewed your ad.

6) What types of keywords are there?

Ans) There is no definite type of keywords, however, they are classified on the basis of how likely is going to be clicked by visitors. For instance,

  • Research Keywords: dress
  • Consideration: white dress
  • Purchase: buy white dress
  • Loyalty: This must be shorter – Forever21

In addition, PPC Account structure also incorporates seven keyword match types-

  1. Exact
  2. Phrase
  3. Broad
  4. Modified Broad
  5. Negative

7) What do you understand by Google Ad API? What are the uses of Google Ad API?

Ans) Good Ad API is designed for representing large, tech-savvy advertisers and third parties. It allows developers build an application that directly coordinates with Google AdWords server.

With Google Ad API, one can build an application to do following things:

  • Develop additional applications and tools to manage accounts
  • Automatically generate landing pages, custom reports, ad text, and generate keywords.
  • Synchronize AdWors data with your inventory system to manage campaigns on the basis of the stock.

8)If my PPC goal is to increase traffic to my website, then what should be my PPC marketing plan?

Ans) The PPC marketing plan to increase traffic to your website should be focusing on Click Through Rate (CTR).

According to WordStream, “PPC click-through rate is the rate at which your PPC ads are clicked. This number is the percentage of people who view your ad (impressions) and then actually go on to click the ad (clicks). The formula for CTR looks like this:

(Total Clicks on Ad) / (Total Impressions) = Click Through Rate”

9)What are the PPC tools would you suggest to a PPC fresher?

Ans) According to me, some of the basic PPC tools that a PPC fresher should know about are-

  1. Change History
  2. Keyword Planner
  3. Display Planner
  4. Ad Preview and Diagnostics
  5. Labels
  6. Automated Rules

10)What is the possible impact of Ad Rank on Cost per Click?

Ans) Ad rank defines the actual cost per click that your opponents pay when someone clicks on their ads. The CPC can be calculated as Price by you = The ad rank of the person below you / your quality score + $0.01.

11) What is the role of conversion optimizer in AdWords?

Ans) Conversion optimizer is a tool used by Google AdWords for bid manipulation and decides which clicks on the ad will be valuable. This helps you to return maximum on your investment.

12)How can you improve conversion rates?

Ans) To target users to the campaign for boosting conversions, one has to create ads that match properly with keywords and create tightly themed ad groups.

13) What is meant by Campaign Management?

Ans) Campaign management is a process of creating and managing an advertising campaign for a company on Google AdWords. 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.

14)What is DFA ?

Ans) Double Click for Advertisers. DFA is an ad server which is used to track impressions and clicks for your creatives on various networks. You can’t buy inventory through DFA. You can only track the performance of your campaigns. Main functions of DFA is ad trafficking and reporting.

15) What is DFP ?

Ans) 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, etc use DFP for ads.

16)What is DBM?

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

17)What is Ad Trafficking?

Ans) Ad trafficking is a process of setting up an ad campaign from a technical aspect. Which means Setting up the campaign, tracking links, the creatives etc… It is usually performed using an ad server or an advertising platform. For example Ad Trafficking is used in DFA/DFP.

18) Do you think DFA is an ad exchange?

Ans) No DFA is a not an ad exchange. The purpose of DFA is to track and analyze the impressions/clicks received on the ad creatives.

19) What is Click Tag?

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

20) What is Google Publisher Tags?

Ans) 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. Its is used for tracking purpose.

21) What is difference between direct marketing and branding ?

Ans) 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.

22) Which settings cannot be changed after the AdWords account is created ?

Ans) Time Zone and Currency cannot be changed after account creation.

23) What is Google AdWords Double Serving policy?

Ans) 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.

24) What do understand by Quality Score?

Ans) 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.

25). What is the impact of Quality score on CPC and Ad Position ?

Ans) Quality Score is inversely proportional to CPC and Directly proportional to Ad Position. That means higher QS means lower cost and higher position.

26).What is Actual CPC ?

Ans)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

27).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.

28).What are the Factors which affect Quality Score ?

Ans)Quality Score depends on the following metrics

  • CTR of the Keyword
  • Relevance of Keywords and Ads
  • Landing Page Quality
  • Historic Account Data

29).How can you Improve Conversion Rates ?

Ans)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.

30).Is PPC Advertisement effect ranking of websites on search engines ?

Ans) Never, Search Engine don’t mix them. Google and other search engines rank both organic and ppc results separately

31). Can you tell me limit of character used for PPC Ads ?

Ans) 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.

32).What is Invalid Click and How Google determines the invalid clicks

Ans)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 AdWords

33).What are PLA Ads?

Ans) 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.

34).What is meant by Converted Clicks ?

Ans)Converted clicks is a metric which tracks the total no of clicks which resulted in conversions. This metric is deprecated by Google.

35).What is Remarketing Audience and how to generate this list?

Ans)Remarketing audience are the users who visited our website. Using Google Remarketing tag in our website, we can add the users as our audience list.

36).When will be CPV charged for a in-stream ad for a video of 60 secs length?

Ans)If the user watches 30 secs of the video. CPV will be charged in the account

37).What is meant by Search Queries?

Ans)Search queries are exact keywords for which your ads were triggered.

38). What is meant by Price Extensions?

Ans)rice extensions is a now format of extension, to display the price of the relevant products.

39). Why do you think PPC is important in digital marketing?

Ans) PPC is important in digital marketing for the following 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 which are difficult to find easily.

40).Should PPC be used by big brands only?

Ans) No. All brands can get the most out of PPC. It all depends on finding the relevant, targeted, high-intent keywords that will work effectively.

41).What is the difference between clicks and impression?

Ans) Every time a user views the ad, it is called an impression (whether a user clicks on the ad or not), whereas a click is considered when the user clicks on the ad.

42). What are the different types of automatic bidding strategies?

Ans)The different automatic bidding strategies in AdWords are:

  • Maximise clicks – automatically adjusts bid to get as many likes as per the budget.
  • Target search page location – automatically sets bid to increase the chances of an ad getting displayed at the top of the google search page or on the 1st search page.
  • Target out ranking share – automatic setting of bids to outrank a domain and how often.
  • Target CPA – automatically sets bid to get the maximum conversions as per the target CPA.
  • Enhance CPC – automatically adjust bids to maximise conversions.

43).What is the use of Conversion Optimizer?

Ans) Conversion Optimizer in AdWords is a tool which manages bids at the keyword level and decides which clicks on the ad will be valuable, leading to higher ROI (return on investment).

44).Explain what are the other two options for bidding other than C-P-C?

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

45). How many ads should we have in each group to optimize our ROI?

Ans) The answer to this question will change depending on the specific campaign and how we’re implementing it. For example, if we chose to use the rotate evenly setting, it’s best to stick to 2-3 ads to keep the campaign manageable. However, if for a campaign we choose the optimize setting, where AdWords chooses the ads that are most likely to get clicked on, then it’s smart to increase the number of ads in the rotation.

46).Should I advertise on Bing/Yahoo?

Ans) I would use external style sheets, fewer images (unless necessary), optimize the images and decrease the file sizes of the image without reducing the quality of the image, use CSS sprites to reduce HTTP requests etc..

47).What is Google Adwords remarketing?

Ans) 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.”

48).What are Google Ad Extensions?

Ans) Ans-

The Google Ad extentions are mentioned as following:

  • 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

49).How do you calculate ROAS (Return On Ad Spend)?

Ans) It’s the ratio of sales/spend.

50).Which report allows you to view performance data for search queries that triggered your ad and received clicks in AdWords?

Ans) Search Term Report is the only report that helps you to view performance data for search queries that might have triggered your ad and received clicks in AdWords.