Google Adwords Interview Questions and Answers 2024

Preparing for a Google Ads interview? Familiarizing yourself with potential questions can give you a competitive edge. 

To assist you, we have compiled top Google PPC interview questions and answers to help you understand the depth of the discussions. 

Google Ads Interview Questions and Answers 

1. Explain what is Adwords?

Adwords is a platform created by Google where advertisers place bids on certain keywords that helps their advertisement to be displayed by Google.

Businesses set their budget for product or services advertising and only pay when someone clicks the ads.  

2. How Google Ads work?

It totally works on the basis of the bidding system, where the bid price determines whether the bid appears on Google SERPs. Higher the bid, the better are the chances of an bid on top.

3. What is the Quality score?

Quality Score is the rating given by google based on the relevancy of both keywords and PPC ads. It depends upon multiple components like Click-Through-Rate (CTR), the relevance of each keyword, quality, and relevance of the landing page and even the performance of previous ads.

4. What is meant by Ad trafficking? 

It is the process of technically setting up an ad campaign in order to produce the most effective result. The ad trafficking is produced by an ad trafficker on the ad server or ad platform. 

5. What is ad rank and how does it work?

(This is a commonly asked google ads interview questions for freshers) 

Ad rank in digital marketing determines the position of PPC ad on SERP. 

Ad rank is an important factor as it denotes how many you are getting. 

It takes into consideration various factors like location, time, device, search terms and likes. 

6. What is an Ad group in Google Ads?

An Ad group contains one or more ads that share similar targets. These are basically used to keep your Google ads account organized which helps you get better results. It is one of the most commonly asked Google Ads Interview Questions of all time.

7. What is conversion optimizer in Google Ads?

Conversion optimizer is a tool of bid manipulation that determines as to which clicks on an ad will add value to it. It allows advertisers to drive as many conversions as possible by bidding on keywords. 

8. How many characters are allowed in AdWords ad?

The character limit for 2 headlines is 30 characters each and 90 character limit for description line. Moreover, the spaces are included in characters count. 

9. Mention the options that can’t be changed after creating the account?

The two important things that cannot be changed once created are account currency and time zone. Therefore it is recommended to fill the information carefully. 

10. What do you need to improve to get higher conversion rates?

The easy ways to boost the conversion rates are using relevant images, testing the entire user experience right from the presentation of the ad to a landing page and testing the checkout page. 

11. What steps are needed to improve the quality score?

Quality score is primarily based on your ads CTR (click-through-rate) i.e the relevancy of keywords you are using and the quality of the landing page. The quality score will help in maintaining better results and save money on your ads. 

12. What is the best way to describe CTR and formula to find CTR?

Click-through-rate is a report card used to measure the success of the ad or how your ads are performing. 

The formula to calculate CTR – Total clicks / Total impressions * 100

13. What is conversion tracking on Google Ads?

Conversion Tracking in Google ads lets you find out what happens when customers interact or click on your ads. It helps you identify how well your ad campaign is performing and provide data relating to lead generation, downloads, email signups, sales, etc. 

14. Difference between clicks and impressions?

Every time your ads appear on Google, it will be counted as one impression, whereas a click is considered when the user clicks on the ad. 

15. Can you name some Google Adwords ads extensions?

Extensions are information to help ads perform better. The names of google ads extensions are:

Sitelinks, call extensions, location, social annotations, seller ratings, mobile app extensions, offer ad, communication, Review extensions, and image and dropdown navigation ad extension. 

16. What are the types of automatic bidding strategies?

The automatic bidding strategies in Ads are:

Maximize clicks:
Google automatically controls over your bid to get as many likes as per budget.

Target search page location: 

Automatically sets the bid to increase the chance of an ad getting displayed at the top of SERPs. 

Target outranking share: 

Automatically setting of bids to outrank a competitor URL.

Target CPA: 

Automatically sets bids to get the most conversion while reaching the average Cost-Per-Acquisition.

Enhance CPC: 

Automatically controls bids to maximize conversion.

17. What are automatic placements and managed placements?

Managed placements let you choose the location of ads whereas automatic placements don’t give that option. So you can control managed ads on location networks.

18. What factors affect landing page quality?

There are several factors that affect the landing page quality are relevance to ad text, difficult to navigate or understand, page load times, keywords in the ad group, transparency like contact information and privacy policy. 

19. What is the most important metric to check the performance of a particular campaign?

Identifying and measuring each campaign’s Key Performance Indicators (KPI) is the best way to track success for ad campaigns. 

20. How can negative keywords be leveraged0?

The greatest feature of using a negative keyword is the fact that the ads are shown to filtered views or audience. 

21. What is the best method to optimize your CTA in Google Ads?

A good CTA is a significant aspect of Google Ads. Avoid Ambiguity and keeping the CTA clear and well-structured. 

If you are looking to optimize your CTA for Google PPC Ads we can you help you.

22. Can you use trademark terms for Google Ads?

Trademark terms can be used by the trademark owner and third party that is explicitly approved by the trademark owner. 

23. What is a phrase match?

Phrase match allows your ad to be displayed to potential customers when they search for an exact keyword phrase or a close variation of your exact keyword. 

24. What is the significance of the impression share metric?

Impression share = maximum number of share/total eligible impressions. 

Impression share data is accessible for campaigns, ad groups and for various keywords. 

25. What is the difference between CPM, CPV, and CPC Bidding?

CPM: Cost Per Thousand Impression is the amount you pay per thousand views on the google display network, the amount has no relation with ads clicks.

CPC: Cost per click is the amount that you agree to pay only when clicks is received on your landing page.

CPV: Cost Per View is the way to set the amount you’ll pay for video marketing ads in Google ads. 

26. Which report allows you to view the performance of search queries that triggered your ad?

Search term Report is the report that helps you to view performance data for search queries that might have triggered your ad and received clicks on AdWords.

27. What attribute in PPC ads allowed you to automatically include the user’s query in the ad text?

Users’ queries can be included by dynamic keyword insertion or keyword insertion in general.   

28. What does a broad match modifier stand for in Google AdWords?

The ads will appear for the people who use synonyms, misspellings and other related searches and other related terms.

29. Can only big brands benefit from PPC?

No, PPC can benefit businesses of any size. The key to a successful PPC campaign is finding relevant and targeted keywords.

30. What is the Google Ads double-serving policy?

Google’s double-serving policy prohibits advertisers from using multiple accounts to display ads for the same keywords or websites. This policy ensures that users see ads from different service providers and can make a choice.

31. What is a Converted Click?

Converted clicks are clicks that result in conversions. Google AdWords no longer tracks converted clicks.

32. What is a Remarketing Audience?

A remarketing audience consists of users who have visited a website. By using a remarketing tag on the website, these users can be added to the audience list.

33. List some Google Ad extensions.

Google Ad extensions include call extensions, sitelinks, review extensions, seller ratings, social annotations, offer ads, communication ads, image and drop-down navigation ad extensions, and location extensions.

34. What is the Impression Share Metric?

Impression share is calculated as impressions divided by total eligible impressions (an impression is counted each time your ad is shown). Factors like quality, approval, and status are used to estimate impressions. This data is available for ad groups, campaigns, and product groups, helping you decide whether to increase your budget to reach more people.

35. What can you do if your ad gets disapproved?

If your ad is disapproved, you will receive a notification. You can then review the ad and make any necessary changes to comply with Google’s advertising policies.

36. What is a Phrase Match?

Phrase match allows your ad to appear when users search for a specific phrase or a close variation of that phrase, with the keywords in the same order.

37. Can your ad directly link to a PDF format product brochure?

No, Google Ads do not allow direct linking to PDF files. You would need to link to a webpage where the PDF file can be accessed.

38. Which is better, broad matches with negative keywords or exact match keywords?

Using broad match keywords along with negative keywords can be more beneficial than using exact match keywords alone. Broad match keywords can attract more traffic to your website, and negative keywords help refine the targeting of your ads.

39. How do you intend to manage the Google Quality Score?

To manage your Google Quality Score, focus on improving keywords, ad copy, and landing page relevance. Use smaller, more specific ad groups and fewer keywords to improve the Quality Score. Understanding the factors that affect Quality Score and making continuous improvements can help you achieve a higher score and better ad performance.

40. What third-party keyword-finding tools do you use?

There are several tools outside of Google’s search query that can help identify new and related keywords. Tools like SEMrush, SpyFu, and Google Keyword Planner Tool are valuable for keyword research.

41. How does Ad Rank affect cost per click (CPC)?

Ad Rank determines the position of your ad and the cost per click (CPC). The highest CPC you’ll pay is the minimum needed to maintain your ad’s position. Ads in higher positions typically have a higher CPC.

42. What does On-Schedule Indicator (OSI) indicate?

The On-Schedule Indicator (OSI) shows the percentage of booked impressions that a campaign is expected to deliver. It’s a more precise measure of delivery status for networks that pace based on predicted traffic.

43. Why is it recommended to keep Display Network and Search Network campaigns separate?

Google suggests separating campaigns for different networks because settings and strategies that work well on one network may not be as effective on the other.

44. What are the advantages of managed placements for advertisers?

With managed placements, advertisers can adjust bids for specific ad positions on the Google Display Network, allowing for more control over where their ads appear.

45. How long should advertisers wait to evaluate the effectiveness of a new display campaign?

Google recommends waiting two to three weeks to evaluate the performance of a new display campaign.

46. How can I improve my ad’s ranking in Bing?

To improve your ad’s ranking in Bing, focus on improving ad relevance, the quality of your landing page content, and the effectiveness of your ad copy.

47. What is the difference between search advertisements and content Ads in Bing?

Bing categorizes its advertising into search and content ads. Search ads appear in search results, while content ads are displayed in Windows apps.

48. Is there a formula for calculating Bing’s Quality Score?

Bing’s Quality Score is based on factors like predicted click-through rate, ad relevance, and landing page user experience, similar to Google’s Quality Score.

49. What type of audience should advertisers target?

Advertisers should aim for an audience that is likely to be interested in their products or services. Different types of audiences may respond differently to marketing strategies.

50. Is my website set up to handle the tracking needs necessary for a successful remarketing campaign?

Before starting a remarketing campaign, ensure your website supports the pixels or codes required for successful remarketing.

51. What benefits does remarketing offer?

Remarketing allows you to reconnect with users who have previously shown interest in your website, leading to increased brand awareness and conversions.

52. Is it advisable to use a list generated by AdWords for remarketing?

Yes, AdWords provides preset lists for remarketing, but you can also create your own lists based on your website visitors’ behavior.

53. What are the most important KPIs for measuring success in remarketing?

Key performance indicators (KPIs) for remarketing include eCPM, click-through rate (CTR), cost per click (CPC), and return on investment (ROI), among others.

54. What budget options are available on Facebook?

Facebook offers two types of budgets: daily budgets and lifetime budgets.

55. How can I increase the number of impressions for my ad?

To increase impressions, consider increasing your ad budget, targeting new audiences, or refining your ad creative to attract more attention.

56. What is the relationship between campaign spending levels and budget allocations?

Budgets and spending should be discussed openly between you and your PPC consultant to ensure everyone understands expectations and goals.

57. Why is PPC important in digital marketing?

PPC advertising is essential in digital marketing because it offers targeted advertising, cost-effectiveness, measurable results, quick results, and flexibility compared to other marketing methods.

58. What is IP address exclusion in Google Ads?

IP address exclusion in Google Ads allows advertisers to prevent their ads from being displayed to specific IP addresses. It can be used to exclude internal traffic, competitors’ traffic, or traffic from countries where a business does not operate.

59. What is the purpose of the search term report in Google Ads?

The search term report in Google Ads shows advertisers the actual search terms that triggered their ads to appear. This report provides insights into the performance of keywords, ad copy, and targeting.

60. What are the different sizes of display Ads?

The different sizes of display ads include:

• Medium Rectangle (300 x 250)
• Leaderboard (728 x 90)
• Wide Skyscraper (160 x 600)
• Large Rectangle (336 x 280)
• Half-Page (300 x 600)
• Billboard (970 x 250)
• Mobile banner (320 x 50)
• Square (250 x 250)

61. What are the common billing strategies in Google Ads?

Common billing strategies in Google Ads include:

• Pay-per-click (PPC)
• Cost-per-thousand impressions (CPM)
• Cost-per-action (CPA)
• Cost-per-view (CPV)
• Flat rate

62. What is keyword insertion in Google AdWords?

Keyword insertion in Google AdWords allows advertisers to dynamically insert the keyword that triggered their ad into the ad copy. This helps create more relevant and personalized ads.

63. What are some reasons why keyword insertion might not be working in Google AdWords?

Some reasons why keyword insertion might not be working include:

• The keyword is too long
• The keyword is not eligible to trigger the ad
• Misspelled code
• Ad is disapproved

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

To improve your ad position in Google AdWords, you can:

• Increase your bid
• Improve your ad relevance
• Increase your Quality Score
• Improve your ad extensions
• Refine your targeting

65. What is the maximum length of a destination URL in Google AdWords?

The maximum length of a destination URL in Google AdWords is 2048 characters. This includes the domain name, subdirectory, and any tracking parameters or other information.

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

To improve the landing page quality in Google AdWords, you can:

• Ensure the landing page is relevant to the ad
• Provide a good user experience
• Include high-quality content
• Use clear calls-to-action
• Optimize the landing page for relevant keywords

67. What is frequency capping in Google Ads and where can you use it?

Frequency capping in Google Ads allows you to limit the number of times your ads are shown to a particular user within a specified time period. It can be used in search, display, and video campaigns. Frequency capping is especially useful in remarketing campaigns to prevent ad fatigue.

68. What is the difference between clicks and impressions?

Impressions are counted each time your ad is displayed to a user, regardless of whether they click on it. Clicks are counted each time a user clicks on your ad to visit your website or take another action.

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

The different types of automatic bidding strategies in Google Ads include:

• Target CPA (Cost per Acquisition)
• Target ROAS (Return on Ad Spend)
• Maximize Conversions
• Enhanced CPC (Cost per Click)
• Target Impression Share

70. What are the targeting options in search network ads?

The targeting options in search network ads include:

• Keyword targeting
• Location targeting
• Language targeting
• Device targeting
• Demographic targeting
• Ad scheduling

71. What are the targeting options in display ads?

The targeting options in display ads include:

• Audience targeting
• Contextual targeting
• Location targeting
• Placement targeting
• Demographic targeting
• Remarketing targeting

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

The different types of access levels in AdWords include:

• Account access level
• Administrative access level
• Standard access level
• Read-only access level
• Email-only access level

73. What is ad rotation?

Ad rotation is the process of displaying multiple advertisements on the same web page. Ad rotation allows advertisers to control how frequently their ads are shown relative to one another.

74. What is the Google Ads API?

The Google Ads API is a programmatic interface that allows developers to interact with Google Ads accounts. Developers can use the API to build custom applications that can create and manage campaigns, ads, keywords, and targeting criteria.

75. How can you track conversions in Google AdWords?

You can track conversions in Google AdWords by setting up conversion tracking. This allows you to measure the performance of your ads by tracking actions that users take on your website after clicking on an ad, such as making a purchase or filling out a form.

76. Explain the difference between CPM, CPC, and CPV bidding. 

• CPM (Cost Per Thousand Impressions) bidding charges advertisers for every 1,000 impressions of their ad, regardless of clicks.
• CPC (Cost Per Click) bidding charges advertisers each time a user clicks on their ad.
• CPV (Cost Per View) bidding charges advertisers each time a user views their video ad for a certain duration, typically 30 seconds. 

Google Ads – Things to do

After exploring the important PPC interview questions and answers lets see why businesses need Google Ads:

1. Efficiency: Google Ads works faster than SEO, allowing you to manage multiple keywords simultaneously and control your campaigns’ visibility.

2. Brand Awareness: Besides driving traffic and conversions, Google Ads boosts brand visibility.

3. Gmail Inbox Integration: Google Ads integrates with Gmail ads, enabling you to reach potential customers in their inbox.

4. Visitor Reconnection: With Display Remarketing and RSLA campaigns, you can reconnect with website visitors who didn’t convert.

5. Performance Tracking: Google Ads provides insights into your campaign’s outcomes, including clicks, leads, traffic, and high-performing keywords.

6. Competitive Advantage: By analyzing competitor strategies, you can differentiate your brand in the market.

Conclusion 

Preparing for a PPC Google Ads interview requires a focused strategy and a thorough understanding of the key concepts. By familiarizing yourself with common interview questions and practicing your responses, you can increase your chances of success. 

Additionally, enrolling in a comprehensive digital marketing program can provide you with the knowledge and skills needed to excel in Google Ads and launch successful ad campaigns. Whether you’re just starting or looking to advance your career, continuous learning and practical experience are key to achieving your goals in the dynamic field of digital marketing. Explore your options and enroll today to take your digital marketing career to new heights!

Hope you liked this list of Google Ads Interview Questions 2024.