Preparing for a PPC interview? Here are some of the commonly-asked Google AdWords interview questions and answers.

Online advertising is a crucial part of any digital marketing strategy for an organization. There are various online advertising platforms and services available nowadays. Pay-per-click (PPC) is one of those online advertising services which have gained a lot of buzz in the digital marketing field. The most prominent one is Google AdWords and is popular among a majority of digital marketers.

Digital marketers who are skilled in AdWords are highly valued and you can get good job opportunities in some of the top organizations across various industries. You can acquire a certification or get skilled through a professional course in Google AdWords or PPC.

Top Google AdWords Interview Questions and Answers

Q1. Explain how Google AdWords work?

Ans. Google AdWords works on the basis of a bidding system, where the bid price and quality score determines if an ad will appear on the top of the Google page. The higher the bid and quality score, the better are the chances of an ad being on top.

Q2. What is Quality Score?

Ans. Quality Score is the rating given by Google based on the relevancy of keywords used and the PPC ad design. It is based upon multiple factors like CTR (click-through rate), keyword relevance, landing page quality and relevance, ad text relevance, and performance of previous ads.

Q3. 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 that are difficult to find easily.

Q4. 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.

Q5. What is Ad rank?

Ans. Ad rank is your position on the Google page and is determined by Quality Score.

Q6. How does ad auction work on Google AdWords?

Ans. Ad auction runs billions of times each month and the most relevant ads are shown to the users based on what they are viewing.

Q7. What are the various Google AdWords extensions?

Ans. There are different types of extensions that can be used to increase traffic. Some of the common ad extensions are site link extension, callout extension, structured snippet extension, call extension, message extension, location extension, affiliate location extension, price extension, app extension, review extension, and promotion extension.

Q8. What is the character limit for an AdWords ad?

Ans. Headline 1 – 30 characters.

Headline 2 – 30 characters.

Description Line – 80 characters.

Q9. Which settings cannot be changed after creating an AdWords account?

Ans. Time zone and currency.

Q10. What should be the ideal quality score for AdWords?

Ans. Google benchmarked 5 and above as the ideal quality scores for best results.

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Q11. What is CTR and how to calculate it?

Ans. CTR (click-through-rate) is used to measure the success of an ad. To calculate CTR one can use the formula: number of clicks/number of impressions X 100 = CTR.

Q12. What is the difference between clicks and impressions?

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.

Q13. What are the different types of automatic bidding strategies?

Ans. The different automatic bidding strategies in AdWords are:

  • Maximize 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.
  • Enhance CPC – automatically adjust bids to maximize conversions.
  • Target out ranking share – the 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.

Q14. What is the use of Conversion Optimizer?

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

Q15. What are the targeting options in Search network ads?

Ans. Keywords, demographics, interests and topics, and placements.

Q16. What are the targeting options in Display ads?

Ans. Remarketing, demographics, interests and topics, placements, and auto & manual.

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Q17. What are the different types of access levels in AdWords?

Ans. The different types of access levels are email access, read-only access, standard access, and admin access.

Q18. What is ad rotation?

Ans. When there are multiple ads within an ad group, the ads will rotate as only one ad at a time can be shown from a single account.

Q19. What is Google ad API?

Ans. Google Ad API is designed for large, tech-savvy advertisers, and third parties. It allows developers to build an application that will interact directly with the Google AdWords server.

Q20. How can you track conversions in Google AdWords?

Ans. Tracking conversions can be done using the basic tracking code provided by AdWords and modifying it with additional code unique to a particular platform. The view-through conversion window option tracks when a person sees your ad but does not click it.

You can also access the search funnels inside tools and analysis, where you can know when customers click on an ad for the first time and how frequently they saw your ad before getting converted.

Q21. Explain the difference between CPM, CPC, and CPV bidding?

Ans. The differences between CPM, CPC, and CPV are: 

Cost Per 1000 ImpressionsCPC stands for Cost Per ClickCost Per Acquisition
It is the amount advertisers pay per thousand impressions received, irrespective of the number of clicks receivedAdvisers pay for each click.Advertisers pay for each unique user view of an advertisement or website.

Q22. Explain IP Address exclusion in Google AdWords.

Ans. The IP address exclusion enables users to manually enter the IP addresses of those users who they don’t want to see their ads. All those addresses that are added to the list will not be able to see your ads. It is usually done on particular networks that are not likely to be used by potential customers.

For example, those working at your company regularly check your website’s organic search results, where your ads sometimes show. They can be excluded using IP address exclusion. 

The IP Address exclusion feature lets you exclude up to 500 IP addresses per campaign.

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Q23. Explain the search term report in Google AdWords?

Ans. Search terms are the exact words that trigger your ads. With the search terms report, you can see how your ads performed when triggered by actual searches within the search network. It shows the list of queries that are getting visitors to your website. It also helps in identifying new search terms with high potential as well as new negative keywords.

Q24. What is the difference between managed and automatic placements?

Ans. Both automatic and managed placements are a part of the Display network. With managed placements, marketers can choose from various options in which you want to show your Google AdWords ad. These options include specific websites, location, video, apps.

For example, if there is a particular that ranks well for a group of your targeted keywords, then you can choose to show your Ads only on those pages.

In automatic placements, you don’t get options to choose from and it shows your ads automatically. 

Q25. What are the different types of keywords?

Ans. The different types of keywords based on how likely it is going to be clicked by visitors are: 

  • Research Keywords: It consists of one or two words. 
  • Consideration: It has two or three words.
  • Loyalty: It is usually short.
  • Purchase: It contains more than three words.

Q26. What are the different sizes of display ads?

Ans. The different sizes of display ads are:

TypeSquare and rectangular image adsLeaderboard image adsSkyscraper image ads
SizeFor square: 200*200, 300*300

For rectangular: 300*250

728*90, 468*60160*600, 300*600

Q27. Explain the different types of billing strategies?

Ans. The different types of billing strategies are: 

Automatic billingManual billingMonthly invoice
Automatically increases the billing based on your ads.Billing is done manually.You accrue costs and receive a monthly invoice.

Q28. What is Keyword Insertion? What are its different types?

Ans. Keyword Insertion enables marketers to automatically update their ads with the keywords in an ad group. This helps in making your ads more relevant to the user searching for what you offer.

The different types of Keyword Insertions are: 

  1. Title case: The first letter of all keywords will be capitalized. 
  2. Sentence case: Only the first letter of the first keyword will be capitalized.
  3. Lower case: No letters will be capitalized.

Q29. Give some reasons why keyword insertion might not be working. 

Ans. The following are some of the reasons why keyword insertion might not be working:

  • The ad contains more characters than the specified limit
  • Inserted keywords don’t make sense
  • Incorrect grammar
  • Misspelled keywords
  • The landing page doesn’t work 
  • Dynamic Search Ads

Q30. How can you improve your ad position in Google AdWords?

Ans. One can improve the ad position by the following methods: 

  • Improve the quality score
  • Use search terms as keywords
  • Increase the bid
  • Focus on ad relevance
  • Work on relevant ad extensions
  • Focus on improving the website
  • Improvise landing pages and ensure you have different landing pages for different ads
  • Use the keyword tool

Q31. What is the maximum length of the destination URL?

Ans. The maximum length of a destination URL is 1024 characters.

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Q32. What are the different types of keyword matches in Google AdWords?

Ans. The five different types of keyword matches are: 

  1. Broad match: It is the default match type that all your keywords are assigned. With broad match, your ads reach as many viewers as possible. Your ads may appear on searches that include misspellings, synonyms, and related searches. So if your keyword is “hats,” someone searching for “sun hats” might see your ad.
  2. Broad match modifier: It is similar to the broad match. The only difference is that it shows ads in searches that include the words with a plus sign “+” or close variations of the “+” terms. Example: +hats
  3. Phrase Match: Ads will appear on searches that match a phrase, or close variations of that phrase.
  4. Exact Match: Ads will be shown only to those users who exactly search for your keyword.
  5. Negative Match: Choose when your ad should not be shown with the help of a negative match. For example, if you are showing ads about selling kitchen towels and don’t want visitors who look for bathing towels, use “bathing” as your negative keyword.

Q33. How can you improve the landing page quality in Google AdWords?

Ans. We can improve the landing page quality by the following methods:

  • Strong headline
  • The landing page should be relevant to the ad text and keywords 
  • Original content
  • Quality content
  • User-friendly
  • Visual images 
  • Page load time
  • Follow Google guidelines

Q34. What are some of the ways to increase conversion rates in Google AdWords?

Ans. Conversion rates can be increased by the following methods: 

  • Focus on the right keywords
  • Keep your Adwords profile organized
  • Create ads that match with your keywords 
  • Focus on quality score
  • Improve your landing page
  • Use negative keywords

Q35. What is Remarketing?

Ans. Remarketing is a method that helps you connect with people who visited or interacted with your website or mobile app. There are two types of remarketing: 

  1. Standard Remarketing: It shows an ad to your past visitors as they browse the display network websites and use display network apps.
  2. Dynamic Remarketing: It shows ads to those people who visited your website for a particular product or service.
  3. Video remarketing: It shows ads to people who have interacted with your videos or YouTube channel. 
  4. Customer list remarketing: In this, you can upload lists of contact given by your customers. When those people are signed into Google, you can show them ads. 

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