Online advertising is a crucial part of any digital marketing strategy for an organisation. 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 organisations across various industries. You can acquire a certification or get skilled through a professional course in Google AdWords or PPC.

If you are preparing for PPC interview, Here are some of the commonly-asked PPC (Google AdWords) interview questions:

Q1. Explain how Google AdWords work?

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 Google page. Higher the bid and quality score, better are the chances of an ad being on top.

Q2. What is Quality Score?

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?

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.

Q4. Should PPC be used by big brands only?

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?

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

Q6. How does ad auction work on Google AdWords?

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?

There are different types of extensions which can be used to increase traffic. Some of the common ad extensions are: sitelink 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 AdWords ad?

Headline 1 – 30 characters.

Headline 2 – 30 characters.

Description Line – 80 characters.

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

Time zone and currency.

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

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

Q11. What is CTR and how to calculate it?

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 impression?

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.

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

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.

Q14. What is the use of Conversion Optimizer?

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).

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

Keywords, demographics, interests and topics, and placements.

Q16. What are the targeting options in Display ads?

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

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

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

Q18. What is ad rotation?

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?

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?

Tracking conversions can be done using 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.

The above questions cover most of the topics related to AdWords and PPC. However, you will require to have all the techniques on your fingertips in order to be successful in your interview. Naukri Learning offers a variety of professional training courses in digital marketing, AdWords or PPC to help you become an expert in the field.