Digital marketing has brought about a revolution in the field of product and services marketing. Growing consumer dominance has led the companies to explore more options to reach out to them efficiently and offer better services, and this, in turn, has created new employment opportunities. This form of marketing has broader scopes and it is more functional, where different marketing approaches are being adopted for different consumers.
To cater to a wide range of consumer base, organizations seek seasoned and skilled professionals with a thorough knowledge of the subject. Good command over the technicalities of digital marketing and strong industry knowledge can help you fetch a job in the digital marketing field. This article will help you to prepare well for your upcoming interview with some most commonly asked digital marketing interview questions and their answers.
Q1. Why is digital marketing preferred over traditional marketing
This is the era of digital marketing and the prospects are extraordinary. Some of the reasons contributing to the success of digital marketing over traditional marketing are –
- Higher internet penetration
- Easy analysis, better tracking of leads and performance & usually better performance-focused ROI
- Better interaction with customers
- Faster / Real-time optimization
- Global reach
- Easy access to product/service information for consumers
Q2. What are the different types of digital marketing
Different aspects of digital marketing are:
- Search Engine Optimization (SEO)
- Search Engine Marketing (SEM)
- Content Marketing
- Email Marketing
- Social Media Marketing
- E-commerce Marketing
Also Read>>How to Start A Career In Digital Marketing?
Q3. What are the best ways to increase website traffic?
Some of the most popular and effective ways to increase website traffic include :
- Paid search, social media advertising, and display advertising
- Content marketing
- Writing crisp and interesting headlines
- SEO activities including content optimization
- Targeting long-tail keywords
- Guest blogging
- Seeking referral traffic
- Posting content on LinkedIn
- Implementing schema microdata
- Linking Internally
- Email marketing
Q4. Explain inbound marketing and outbound marketing.
Inbound marketing – This includes attracting customers and turning them into leads through different marketing channels like SEO, content marketing, viral videos, webinars, social media campaigns, etc.
Outbound marketing – It involves reaching out to the targeted audience via more traditional forms of marketing, such as TVCs, radio ads, print advertisements, trade fairs, sales calls and emails
Q5. Can you tell the difference between branding and direct marketing?
Branding is a digital marketing strategy, where a company creates a name, logo or design that can be easily identifiable as a brand name. It is a long-term process, achieved consistently and deliberately, and is believed to be one of the most effective ones.
Direct marketing is a digital marketing technique to reach out to potential customers through different mediums, such as emails, mails, pamphlets, catalogues, flyers, and others.
The basic difference between both is the time taken and mode to reach the consumers. Branding is done to build awareness, whereas direct marketing help companies reach out to their customers directly.
Q6. Which form of digital marketing is better: SEO or PPC?
Pay Per Click or PPC is a form of paid marketing where one can display ads in the sponsored results section of each search engine’s results page by paying a fee, while SEO is a free activity that helps to build traffic by achieving high rankings in the organic search results. One can’t say whether PPC or SEO is better, as it depends on business requirements and most importantly, budget.
Q7. What is the role of SEO in digital marketing?
SEO is the acronym for Search Engine Optimization and it helps your web page easy to find, crawl, categorize and help it rank on the first pages of search results. SEO is a crucial digital marketing channel that involves several activities like crawling, scanning, and indexing, measuring pertinence and recovering.
Also Read>>Top 10 Marketing Tools
Q8. What are the key areas for using keywords to optimize webpage ranking?
Keyword optimization is an integral part of SEO and is done on title and content body. Key areas for keyword optimization include :
- Title Tag
- Meta Description
- H1 Heading
- Text Content
- Image Alt Tags
Q9. What are a few of the important digital marketing tools?
Some popular digital marketing tools are :
- Alexa Ranking
- Buffer App
- Crazy Egg Heatmaps
- Digital Point Keyword Tracker
- Google Analytics
- Google Keyword Planner
- Keyword Discovery
- SubmitExpress Link Popularity
- XML Sitemap Generator
Also Read>> How to improve your SEO ranking?
Q10. How will you determine if a link is a bad link?
Bad links are usually :
- Links from a low-authority or questionable domain
- Links pointing to irrelevant context and/or source
- Links embedded in the suspiciously keyword-matched anchor text
- Links pointing to a link exchanges
- Repetitive links
- Link from same anchor texts from different websites
- Links from sites not indexed by Google
- Spam links
- Paid links
Q11. Name some marketing automation tools.
Some of the scalable digital marketing automation tools are :
- Constant Contact
Q12. What is Google AdWords?
It is Google’s advertising system, where the companies/advertisers bid on a set of keywords and get their ads to appear on search results. This is the most commonly used PPC advertising system.
Also Read>>Top SEO Interview Questions & Answers
Q13. How does Google AdWords work?
Google AdWords works on an auction system, which occurs every time a user carries out a keyword search. To get the most out of Google AdWords, your Quality Score and bid amount should be optimized. The better the Quality Score and bid amount, the better would be your ad positioning.
Q14. Name some Google AdWords ad extensions.
- Affiliate location extension
- Call extensions
- Promote extension
- Structured snippet extension
- App extension
- Sitelink extension
- Callout Extension
Q15. What is Google AdWords Remarketing?
A targeted digital marketing strategy helps marketers to reach out to people who have already visited their website but did not make a purchase or provide any lead. Google AdWords Remarketing helps in targeting the right people with the right ad, at the right time. Remarketing, also known as retargeting, helps to increase conversion rates. ROI because the past site visitors may be familiar with your brand and may turn into prospective customers.
Q16. What is the limit for Adwords Ad characters?
For Adwords Ad characters, headlines and sub-headlines should not exceed 30 characters. Descriptions should be within 90 characters.
Q17. How you can improve conversion rates?
Conversion rates can be improved by testing different elements on site, especially on the landing page. One can also experiment with functionality, layout, and style on landing pages.
Q18. What to do if an ad is unapproved?
Once you know why your ad is unapproved, start with fixing the problem there and then. After editing the ad, wait for the approval status. Do not panic as it can take one business day.
Also Read>>Top Digital Marketing Companies in India
Q19. What should be the ideal approach for effective PPC campaigns?
The ideal approach for an effective Pay Per Click campaign should be :
- Adding more PPC keywords to expand the reach
- Splitting ads into smaller segments to have a better Click Through Rate (CTR)
- Reviewing non-performing PPC keywords
- Refining landing pages to align with individual search queries
- Improving campaign relevancy by adding negative keywords
Q20. What are some of the hallmarks of a good PPC landing page?
A good PPC landing page should have:
- A clear call to action
- Trust symbols
- A powerful headline
- A list of advantages
- An image showing the context
Q21. List some of the qualities of an effective PPC.
Effective PPC qualities are :
- Expansive – The keyword list should be growing and adapting.
- Good quality score – It should get more visibility at lesser costs
- Relevance – It lists targeted keywords.
- Exhaustive – It should cover the “long tail of search.”
Also Read>>Top SEO Interview Questions & Answers
Q22. What are some of the important components of a PPC campaign?
The important components of any PPC campaign are :
- Ad copies
- Landing page
- Bid amount
- Call to Action
Q23. Explain the benefits of PPC for Lead Generation.
Following are the benefits of using PPC for lead generation :
- Attracts relevant and potential users
- Helps to achieve immediate keyword rankings and traffic
- Bids on various stages of the digital marketing funnel
- Provides a complete control on message for each funnel stage
- Effectively tracks the ROI
- Grows your leads database and markets them with other methods
Q24. What is the conversion rate in PPC?
Conversion rate is the number of conversions divided by the total ad clicks.
E.g. If you get 10 conversions from 100 clicks, your conversion rate is 10%.
Q25. What is keyword streaming?
Keyword streaming is all about analyzing relevant keywords and choose the best among them for the website based on its target audience. It is an important SEO activity to get organic traffic and leads.
Q26. Why do we do a competitive analysis?
Competition analysis is believed to be the strategic element. It is a very critical part while chalking out a company’s digital marketing plan. It is very important to identify competitors and evaluate their strategies to determine their strengths and weaknesses. It is tough to establish a product’s USP (Unique Selling Proposition) without doing proper competition analysis. Besides, it also helps to decide on strategies for attracting targeted consumers.
Q27. What is a responsive website?
It refers to a site created using Responsive Web Design (RWD). A responsive website is compatible with multiple devices and browsers and responds very well to user interactions.
Q28. Mention some bidding options.
Some of the popular bidding options are :
- Cost Per Click (CPC)
- Cost Per Thousand Impressions(CPI)
- Cost Per Action/Acquisition (CPA)
Q29. What is the success metric of social media?
Social media is not just about likes and follows, if these likes and follows don’t convert into sales, leads or boost your business, they are not adding any value.
*Here you would need to put forward some intelligent examples and focus more on audience engagement.
Also Read>>Top Digital Marketing Companies in India
Q30. Name the key metrics to measure the success of paid search campaigns.
The success of paid search campaigns can be measured by the following metrics.
- Click-Through Rate (CTR)
- Conversion Rate
- Cost Per Conversion
- Quality Score
- Wasted Spend
Q31. What do you understand by the quality score of an ad?
It is the rating given by Google of the quality and relevance of both keywords and PPC ads. It is multiplied by the maximum bid to determine the rank of the ad in the ad auction process.
Q32. Tell us some effective ways to improve the quality score of an ad.
The ad can have a good quality score if :
- Keywords relevant to the landing page have been used
- Ad groups have been designed in more targeted campaigns
- High-quality AdWords ads have been written
- Smaller ad groups have been used
- Negative keywords are used in ad groups
Q33. How will you use Twitter for business development?
Twitter is among the most imperative social marketing channels to boost the business, and the catch is the usage of the most trending hashtags, which can drive massive traffic to the website.
Q34. How will you use LinkedIn for digital marketing?
Using LinkedIn is an ideal way to boost brand image. With around 500 million users, it is a perfect place to communicate with the audience. One can answer the questions of users, participate in the discussion, and post brand relevant stuff to educate the users.
Q35. Why should we use YouTube for digital marketing?
It has become a very important social media marketing channel these days. We can present a better picture of the brand by creating interesting videos, which can help to boost SEO traffic, create brand awareness, expand social reach, and improve the ROI.
Q36. How will you write a perfect marketing email?
The main motive of sending out emails to the consumers is to make them aware of the brand and connect with them on a personal level. While sending out any marketing mail, we should :
- Use a very strong and attractive subject line
- Keep the mail simple
- Landing page
- Address the user’s need rather than talking about the brand
- Keep the CTA hard-hitting and useful
Q37. What should be the ideal length of marketing emails?
A marketing email should not be long and clumsy. It should convey all the important information in the first or to the max the second line. The entire mail should be read within 10 seconds.
Q38. Tell me what KPIs you would use in social media reporting.
The most popular key performance indicators in social media reporting are –
- Traffic data
- Active fans/followers
- Brand mentions
Q39. How will you Increase the CTR?
A Call to Action (CTA) button plays a major role in improving the CTR, as people tend to take action when they are asked to do so. So using hyperlinked tabs of Click Here! Know More! Shop Now! etc., can help to achieve an improved CTR.
Q40. How will you write a great CTA?
A CTA button should be simple, loud and very clear. To create a perfect call to action, we should
- Keep the CTA button visible and upfront
- Use action-oriented language
- Create urgency
- Talk in the first person
- Keep it short and sweet
Q41. Have you ever heard of Google My Business? If yes then shed some light on it.
Yes, it is a service offered by Google, where a business can be listed on the Google search engine to have improved visibility. It requires :
- Adding and updating business information
- Adding photos of the business
- Interacting with consumers
- Responding to Google reviews, on time
- Managing business information
Q42. What is Google Trends?
It is another very useful service by Google, which monitors the popularity of a keyword in a particular region in a particular time frame. It uses real-time search data to understand user behavior.
Q43. Should we use G+ for digital marketing purposes?
Being a service of Google, G+ was started as a viable alternative for Facebook, but unfortunately, it didn’t work for most of the businesses and thus it is not recommended for digital marketing purposes.
Q44. How will you avoid Google penalty?
AYes, it is a service offered by Google, where a business can be listed on the Google search engine to have improved visibility. It requires :
- Google penalty can be avoided by ensuring that:
- The website is simple, clean and well-performing
- The website is mobile-friendly
- The website is user-friendly
- Links are not broken
- Content is not duplicate
- Smart keywords and tags are used
Q45. Why should you take up digital marketing certification? Is that even relevant?
Of course, it is relevant. Certification helps to gain and enhance your authorization at the professional level and adds value to the work. You will get to learn new skills and establish knowledge of the subject. Besides, it helps explore new work opportunities at professional organizations.
Q46. What is AMP?
AMP is an acronym for Accelerated Mobile Pages, it is a project from Google and Twitter to make very fast mobile pages. AMP is an open-source library that helps to create a lightweight and fast loading web pages. It has enabled online marketers and publishers to create mobile-friendly web pages, which can be supported at different platforms, and is more compatible with all types of browsers.
Q47. How do you stay updated with new digital marketing trends?
This is one of the most commonly asked digital marketing interview questions. Digital marketing is a dynamic field and businesses want to employ highly skilled professional, updated with latest market trends. It is imperative that you follow blogs, podcasts, and webinars to keep yourself abreast of the updates. Fields like SEO are very dynamic as Google’s algorithms change very often. Tell the interviewer how you follow the most popular blogs and forums like Social Media Examiner, Mashable, Neil Patel blog, etc. You can also talk about network and marketing events where you interact with people that in turn help you enrich your knowledge.
Never say that you never do anything to keeping yourself updated with digital marketing news, else the follow-up question can lead you into trouble.
Q48. Do you think we are following some old school or wrong digital marketing tactics these days? How would you like to change it?
That’s why we said that you need to keep yourself updated on the latest trends. Do homework before appearing for the interview – go through the company’s website, check its social media, the posts, how they respond to users on social platforms and their LinkedIn page. Going through the clientele is also a good idea. Even if you have found glitches on their social platform, you do not need to be very honest and point out every error. Just carefully assessed the social media strategies of the company, you would need to come up with things that can help them have a stronger presence on those platforms.
Q49. What enticed you to this digital marketing vacancy?
Now it’s the time for you to recall the job posting and come up with the stuff that really attracted you to the vacancy. It could be the brand name, the opportunity, the designation, the location, or anything else. You need to understand the psyche of the interviewer, he is trying to know if you have made a good research about the company, its products, and services or you are just interested to change your job?
You need to focus on the role and say that how you wanted to work for one of the best organizations in the domain and how you believe that the opportunity can be a stepping-stone in taking the career ahead.
Q50. How do you think your knowledge of digital marketing will benefit our company?
Your answer should be all about describing your personal experience working as a digital marketing professional. Think about the skills that you have earned over the years and how would they benefit the business. It is always a good idea to mention any campaign you have successfully taken up recently and how such experiences can be relevant to the business you are being interviewed for. The interviewer wants to know what makes you different from the other candidates in term of knowledge, experience, expertise and wants to make a decision.
These are some of the most common Digital Marketing interview questions you may be asked in your interview. Get ready with answers and talk confidently that you enjoy most about working in digital marketing. Reap benefits; your dream job is not far away!