PPC Interview Questions Answers

1. What do you understand by AdWords?

AdWords accounts are managed online, so you can create and change your ad campaign at any time, including your ad text, settings, and budget.

Google AdWords is a product that you can use to promote your business, help sell products or services, raise awareness, and increase traffic to your website.

2. Limits of Adwords Campagin Account.



Ans: AdWords account can contain as many as 10,000 campaigns (includes active and paused campaigns) per account, 20,000 ad groups per campaign, and 50 text ads per ad group. There is no limit of account under MCC account but you can not link share access of this mcc account more than 5 account manager.

3. What is the meaning of Ad Rank and how to determine ad rank?

Ad Rank = max CPC bid * Quality Score

How ad position is determined

How Ad Rank affects your CPC

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

4. What is Quality Score in Google AdWords?

Factors of Quality Score:

The relevance of your ad to the keyword

The relevance of your ad to your landing page

The click-through rate (CTR)of your ad

Relevance of the ad text

Relevance of keywords to their associated ad groups

The historical performance of your account

How To Improve Quality Score or How Do You Increase Your Quality Score







Keyword Organization

Refining Ad Text

Optimizing Landing Pages

Adding Negative Keywords





Keyword ResearchKeyword OrganizationRefining Ad TextAdding Negative Keywords

5. What to Do When Your AdWords CPCs Are Too High?



Ans. Here are some points that helps in manage CPC:



Focus on Improving Quality Scores

Ad Relevancy

Check ad and landing page

Find Alternative Keywords to Target

Started with a display campaign or AdWords retargeting campaign

Revisit Your Conversion Flow

Use Different Match Types

Negative Keywords

Lower Bids



6. Guide To Google AdWords Campaign Management.



Ans. Once a Google AdWords campaign is live, then there will be 3 core areas that must be continually monitored and improved.



1. Ad Targeting 2. Ad Copy 3. Landing Pages

Ingredient 1. Optimize Your Ad Targeting

a. Keywords





Keyword Optimization : Assuming you launched your ads with keywords your ideal customer is likely to search, Using negative keywords: delete keyword phrases that are irrelevant or are generating clicks, but not conversions by using negative keywords.



Check Search terms report: Sort by conversions and review the search phrases to find new keyword opportunities to add to your existing ad groups (if they are relevant) or create new ad groups for these keywords.



Replanting Keywords: Replanting is the process of moving your best performing keywords from a campaign that contains lower performing and unproven keywords, to a completely separate campaign that contains only high performing keywords.



Higher Quality Scores : poor performing, low Quality Score keywords will drag down the Quality Scores of other keywords in the same campaign. Plus, when you isolate your top performing keywords and optimize your ads and landing pages for them, then you’ll further improve your Quality Scores.

b.Bids

Bid Optimization: The main objective of bid optimization is to determine the keyword level bids that will result in the most profitable conversions for each keyword.

c.Campaign targeting

Device Targeting: Ad per formance will likely vary substantially depending on which device the prospective customer is using.

Geographic Targeting: To review your campaign performance by geographic location

Time Targeting (Dayparting):it’s important to review how your campaign is performing by time of day and day of week.



Ingredient 2. Optimize Your Ad Copy



Organized into ad groups so that the ad copy matches all the keywords in the ad group



Here are the 5 ad components you need to focus on:

Offer- Free Sample,Special Discount, Strong Guarantee, Free Gift With Purchase, Free Information

Headline: make sure your headline is 100% relevant.

Description Lines: our description lines need to explain your offer and encourage clicking

Display URL: The webpage address that appears with your ad, typically shown in green text.

Ad Extensions: Google recently started including ad extensions as part of your Quality Score, which makes them even more important for the success of your campaign.



Ingredient 3. Optimize Your Landing Page



you have optimized your ad targeting and your ad copy to get prospective customers to your site with cost-effective clicks. But all that work will be nothing if your landing page is not set up and optimized to convert this traffic into leads and sales. Your website homepage should not be used as your landing page.



Here is a checklist you can use to evaluate each key area of your landing pages:



The Headline:A compelling headline should be positioned at the top of the page.

Benefit-Focused Content – The copy on the page should highlight the benefits of your product or service.

Your Unique Selling Proposition :Your USP explains what makes your product/service better than what your competitors are offering.

Your Offer:our landing page should expand on the offer promised in your ad copy.

Call to action – Make buying simple for customers with explicit directions and easy to find buttons to take the next step in the sales funnel.



Headline 1: Include your Keyword

Headline 2: Features and Benefits

Description: Features and Benefits + CTA

Display URL: Include your keywords





7. Common Google AdWords Mistakes.



Ans. By avoiding these mistakes and following way to a highly successful AdWords campaign:



Mistake 1: Not Grouping Keywords Correctly

Mistake 2: Not using Single Keyword Ad Groups

Mistake 3: Not Using the Right Keyword Matches

Mistake 4: Not Using Negative Keywords

Mistake 5: Not tracking your conversions properly

Mistake 7: Not Bidding on Your Own Brand

Mistake 8: Not Knowing the Lifetime Value (LTV) of Customers

Mistake 9: Not Testing the Optimal Ad Position

Mistake10: Not Knowing Who You’re Competing Against

Mistake11: Sending people to the wrong landing page

Mistake12: Not Using Search Terms

Mistake13:Ignoring Ad Extensions



See more: https://neilpatel.com/blog/6-mistakes-avoid-creating-next-google-adwords-campaign/



8. How to Measure Success on Google AdWords?



Ans. Most smart AdWords advertisers are concerned about two things:



Increasing the conversion rate

Reducing the cost per conversion



Quality score on Adwords of at least an 8/10





Analyze Reports

Reach and Frequency

Track Quality Score

Ad Performance

Keyword Performance

Measure Click through Rate

Cost Per Click

Cost Per Conversion

Track Conversions and Google Analytics

Determine Conversion Rate

Measure ROI

Call tracking

8. How to Analyzing AdWords Performance.

Ans. Understanding The Tables

Analyzing Keyword Performance

Analyzing Ad Performance

Analyzing Campaign Performance

Analyzing Performance Tracker





Organized into ad groups so that the ad copy matches all the keywords in the ad groupHere are the 5 ad components you need to focus on:Free Sample,Special Discount, Strong Guarantee, Free Gift With Purchase, Free Informationmake sure your headline is 100% relevant.our description lines need to explain your offer and encourage clickingThe webpage address that appears with your ad, typically shown in green text.Google recently started including ad extensions as part of your Quality Score, which makes them even more important for the success of your campaign.you have optimized your ad targeting and your ad copy to get prospective customers to your site with cost-effective clicks. But all that work will be nothing if your landing page is not set up and optimized to convert this traffic into leads and sales. Your website homepage should not be used as your landing page.A compelling headline should be positioned at the top of the page.The copy on the page should highlight the benefits of your product or service.:Your USP explains what makes your product/service better than what your competitors are offering.our landing page should expand on the offer promised in your ad copy.– Make buying simple for customers with explicit directions and easy to find buttons to take the next step in the sales funnel.By avoiding these mistakes and following way to a highly successful AdWords campaign:Mistake 1: Not Grouping Keywords CorrectlyMistake 2: Not using Single Keyword Ad GroupsMistake 3: Not Using the Right Keyword MatchesMistake 4: Not Using Negative KeywordsMistake 5: Not tracking your conversions properlyMistake 7: Not Bidding on Your Own BrandMistake 8: Not Knowing the Lifetime Value (LTV) of CustomersMistake 9: Not Testing the Optimal Ad PositionMistake10: Not Knowing Who You’re Competing AgainstMistake11: Sending people to the wrong landing pageMistake12: Not Using Search TermsMistake13:Ignoring Ad ExtensionsMost smart AdWords advertisers are concerned about two things: Here are some points that helps in manage CPC:Focus on Improving Quality ScoresAd RelevancyCheck ad and landing pageFind Alternative Keywords to TargetStarted with a display campaign or AdWords retargeting campaignRevisit Your Conversion FlowUse Different Match TypesNegative KeywordsLower BidsOnce a Google AdWords campaign is live, then there will be 3 core areas that must be continually monitored and improved.delete keyword phrases that are irrelevant or are generating clicks, but not conversions by using negative keywords.Sort by conversions and review the search phrases to find new keyword opportunities to add to your existing ad groups (if they are relevant) or create new ad groups for these keywords.Replanting is the process of moving your best performing keywords from a campaign that contains lower performing and unproven keywords, to a completely separate campaign that contains only high performing keywords.poor performing, low Quality Score keywords will drag down the Quality Scores of other keywords in the same campaign. Plus, when you isolate your top performing keywords and optimize your ads and landing pages for them, then you’ll further improve your Quality Scores.Ad per formance will likely vary substantially depending on which device the prospective customer is using.To review your campaign performance by geographic location:it’s important to review how your campaign is performing by time of day and day of week.

9. 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 advertiser.

10.What is the role of conversion optimizer (Target CPA in AdWords?

11.How can you improve conversion rates?





12. What do you understand by Google Ad API? What are the uses of Google Ad API?

You can automatically generate keywords, ad text, custom reports and landing pages

Develop additional applications and tools to help you manage accounts

Synchronize Adwords data with your inventory system to manage campaigns based on stock

13. Other than CPC, what are the other two options for bidding?

14. How can you optimize your CPC-based campaign?





15.Which bidding model allows advertisers to pay by the conversion?

16. What is the best bidding model to increase reach and visibility?

17. What Are The Google AdWords Match Types?

19. When to Use the Google Search Network and Google Display Network?

Ans. You should be running a Search Network campaign if:





You’re working with a limited budget: In general, when clients are restricted to a small budget, we recommend starting with the Search Network. This format is more likely to drive direct conversions, making it easier to measure and justify your PPC efforts. Once you’ve mastered Search, it may be advisable to expand to the Display Network, which can boost visibility, leading to an uptick in search volume for your business.





You sell an “emergency” product: If your product or service offering is something that users look for on a when-needed basis (plumbers, locksmiths, electricians, etc.), you should be advertising on the Search Network. For these industries, it is imperative that your ad appears when the searcher is in need of your services.





Display Network campaign if: You should be running aif:





You want to familiarize people with your brand: Many advertisers leverage the Display Network to promote brand awareness. AdWords provides a variety of targeting options, ranging from managed placements (specific sites selected by the advertiser) to website groupings based on audience characteristics and more. By appearing on reputable sites that are popular amongst your target audience, you can quickly familiarize these people with your brand.





You have a lengthy sales process: If you sell a product or service that consumers are not likely to purchase immediately, you need to ensure that your brand stays top-of-mind for prospects as they consider making a purchase. To do this, we recommend utilizing remarketing, through the GDN. This strategy allows you to show ads to anyone who has visited your site in the past, encouraging them to return and convert.





You have a luxury product: Since the GDN allows advertisers to display image ads, it is ideal for advertisers who sell luxury products whose ads are enticing to the eye. It’s helpful to have an appealing product to promote.





You have compelling video collateral: YouTube attracts traffic (upwards of 1 billion views per day), meaning the advertising potential is huge. Plus, given the popularity of YouTube advertising, Google has made it increasingly easy for advertisers to establish video campaigns . This can be an incredibly powerful way to connect with your target audience. People are more likely to engage with video content than text or image ads and, with Google’s TrueView option, you only pay for users who a have true interest in your video .







21. What’s The Difference Between Click Fraud and Invalid Clicks?



Ans. Click Fraud is when someone, a bot or a competitor maliciously clicks on your ads in an attempt to inflate your advertising spend. This is fraudulent behaviour and can be as simple as clicking on your ads themselves a few times from their desktop and mobile device.



The first thing you need to do is find the list of IP addresses who are visiting your website. Since Google’s analytics software doesn’t display users IP addresses due to privacy reasons, you’ll have to find these yourself. The most common way to do this is by finding your server’s logs.



Invalid Clicks are clicks that are detected in Google AdWords as being irregular, inflated or impressions that are suspected by Google as not being genuine.



22. Most Powerful Tools to Analyze Your AdWords Competition.



Ans: Auction Insights via AdWords Campaign

Spyfu - https://www.spyfu.com/ iSpionage - iSpionage - http://www.ispionage.com/

KeywordSpy -

BuzzSumo -

Keyword Planner -







22. Pay-Per-Click Tools That Will Help You do Keyword, Ad Copy and Profit Analysis.



Ans: View ad formats, copy, and landing pages your competitors are using

Competitor Analysis

Keyword Competition

Get some alternative keyword ideas





23. What is the difference between remarketing and retargeting?



Ans. Retargeting: Retargeting is the general term that refers to online search and display ads that target users based on cookies. I often refer to this medium as ad stalking. Advertisers cookie users based on a visit or action and then serve ads to them as they browse the internet via display placements or search via paid search ads.



Remarketing: Remarketing has historically been a general term that refers to collecting user information and using it to market or remarket to them later. This has most often been done using direct mail or email. Google has borrowed this term for their version of retargeting campaigns that are run directly inside the AdWords platform .





24. How To Track Google adword campaign in google analytics?



Ans.





https://contentequalsmoney.com/how-to-track-ppc-landing-pages-with-google-analytics/



is when someone, a bot or a competitor maliciously clicks on your ads in an attempt to inflate your advertising spend. This is fraudulent behaviour and can be as simple as clicking on your ads themselves a few times from their desktop and mobile device.The first thing you need to do is find the list of IP addresses who are visiting your website. Since Google’s analytics software doesn’t display users IP addresses due to privacy reasons, you’ll have to find these yourself. The most common way to do this is by finding your server’s logs.are clicks that are detected in Google AdWords as being irregular, inflated or impressions that are suspected by Google as not being genuine.Auction Insights via AdWords CampaignKeywordSpy - http://www.keywordspy.com/ BuzzSumo - http://buzzsumo.com/ Keyword Planner - https://adwords.google.com/intl/en_in/home/tools/keyword-planner/ View ad formats, copy, and landing pages your competitors are usingCompetitor AnalysisKeyword CompetitionGet some alternative keyword ideas

25. How to check ROI in Analytics?



Ans.









26. How to Filtering by Device?

27. How to Lower Your CPA in AdWords?

28.What is Tracking Template in adwords?

29.How to set up Dynamic tracking URLs for Dynamic Search Ads?

30. How to set up Dynamic tracking URLs for Shopping campaigns?

31. How to set up remarketing tracking in adwords



32. How to set up dynamic remarketing tracking in adwords

33. How to set up Set up parallel tracking?





34. How to Reporting in adwords

































35. How to Add Google Analytics data to AdWords reports?

36. Qualifying For CPA Bidding

Conversion tracking must be enabled.

The campaign must have received 15 conversions in the last 30 days.

The campaign must have received conversions at a similar rate for at least a few days.

















37. Calculating your REAL ROI for AdWords



