Google Adwords Interview Questions and Answers

Commonly asked Google Adwords 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 Adwords 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?

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 Adwords?

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 Adwords 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 Adwords?

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 Adwords 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 leveraged?

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 Adwords?

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

22. Can you use trademark terms for Google AdWords?

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.

We hope by now you got a better understanding of common Google Adwords Interview Questions and Answers. Bookmark this page as it will help you land a position of PPC Executive or Manager in your next job interview. All the very best.

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