Basic Level PPC Interview Questions & Answers

 

1.      What are Ad words?

 

Ad Words is an advertising system, that developed by Google to help businesses to reach their online target markets through its search engine platform and partner sites On Google.com, Ad Words ads typically appear in specific locations at the top and right-hand side of a search results page.

 

2.      What is PPC marketing?

 

Pay-per-click (PPC) is an online advertising model in which an advertiser pays a publisher each time when an advertisement link is “clicked” on. Alternatively, PPC is known as the cost-per-click (CPC) model.

 

3.      Explain how Ad words work?

 

Google Ad Words is a pay-per-click online advertising platform where they allow advertisers to display their ads on Google's search engine results page. Based on the keywords they want to target, businesses pay to get their advertisements ranked at the top of the search results page.

 

4.      Why use Google ad words?

 

Google Ads allows you to focus on the people who are searching for what your business offers to them. This means you can continually refine your searches so that the actual people who want to buy your products or services are sent to your websites through this platform.

 

5.      What is ad rank?

 

A value that is used to determine your ad position (where ads are shown on a page relative to other ads) and whether your ads will show at all. So even if your competition has higher bids than yours, you can still win a higher position at a lower price by using highly relevant keywords and ads.

Ad Rank = Maximum Cost Per Click Bid x Quality Score

 

  Explain what is Google quality score?

 

The Quality Score is Google's rating of the overall user experience that your ads and landing pages provide when users search for your keyword. This is represented on a scale of 1-10, with 1 being the lowest and 10 being the highest. You may check your Quality Score by looking at your keywords report.

 

7.      What is the formula to find CTR (Click through rate)? Does CTR help in improving the quality score?

 

CTR is the number of clicks that your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR. For example, if you had 10 clicks and 100 impressions, then your CTR would be 10%. So summarize, if your actual search network CTR is below expected, making changes to improve it can significantly increase your Quality Score. However, once you have achieved an expected click-through rate, you can make HUGE improvements to your click-through rate and only see minimal improvement in Quality score.

 

8.      What is the difference between CPM, CPC and CPA?

 

CPM, CPC, and CPA are all metrics that are associated with advertiser costs.

 

·         CPM: Cost per mile visitors- Cost per mile, also called cost per thousand is commonly used for measurement in advertising. It is the cost an advertiser pays for one thousand views or impressions of an advertisement.

 

·         CPC: Cost per click- Cost per click (CPC) is an online advertising revenue model that websites use to bill advertisers based on the number of times visitors click on a display.

 

·         CPA: Cost per acquisition- It is also known as cost per conversion, is a growth marketing metric that measures the aggregate cost of a user taking an action that leads to a conversion. CPA is a vital metric for every business and provides the business perspective by which you can turn your campaign success.

 

9.      What is the character limit of a destination URL?

The URL address of the page in your website that people reach when they click your Ad is called destination URL. Technically speaking, your URL should never be longer than 2,048 characters. Any long than this and Internet Explorer won't be able to load your page.

 

10.  What is Ad rotation?

Ad rotation is the way that delivers your ads on both the Search Network and the Display Network. If you have multiple ads within an ad group, your ads will rotate because no more than one ad from your account can show at a time.

11.  What is the difference between clicks and impression?

 

·         Ad Clicks- It is a marketing metric that counts the number of times users have clicked on a digital advertisement to reach an online property.

 

·         Ad Impressions (IMPR) - It is a count of the total number of times digital advertisements display on someone’s screen within the publisher's network.

 

12.  How many characters are allowed in ad words?

 

Your text ad consists of three headlines where you can enter up to 30 characters each to promote your product or service.

 

13.  What is automated bidding strategy?

 

A bidding strategy automatically set bids for your Ads based on that Ad's likelihood to result in a click or conversion. Automated bidding takes the heavy lifting and guesswork out of setting bids to meet your performance goals.

 

14.  What is phrase match?

Phrase match is a keyword matching option whereby Google matches your ad only against keywords that include a phrase you designate. Phrase match is more targeted than broad match, but more flexible than exact match.

 

15.  What are all the basic practices every new ad word advertiser should always remember?

 

·         Write new Ads. Use the extra characters to say something new. Don’t just add a second headline.

·         Include your most important messaging in the headlines.

·         Remember: Headline-1 is more important

·         Don’t pause your old ads right away.

·         Write all your ads to speak to users on all devices.

·         Include top keywords in the path fields.

·         Update your ad extensions.

 

16.  What is frequency capping in ad words?

 

A feature that limits the number of times your display or Video ads appear to the same person. Frequency is the number of times a user sees ads in your Display or Video campaign over a given time period.

 .Explain Google click to call?

 

Click-to-call refers to a type of Google Ads’. Ad that, when clicked, directly calls the business as opposed to linking to their website. These ads can only show on mobile

Devices; therefore, they are vital to mobile marketing campaigns.

 

18.  What is IP address exclusion in Google ad words?

 

The IP exclusion list allows users to manually enter the IP addresses of users who they don't want seeing their ads. Anyone who’s on the list won't be able to see any of your ads and therefore won't be able to click them.

 

19.  What is the use of search term report in Google ad words?

 

Use the search terms report to identify new search terms with high potential, and add them to your keyword list. Look for search terms that aren't as relevant to your business, and add them as negative keywords. This can help you avoid spending money showing your ad to people who aren't interested in it. By using this you can save your money.

                                                                         (Manisha Nayak,PPC Training in Bangalore)