AdWords Interview Questions & Answers | PPC Interview Questions & Answers

1) Explain what is PPC?

PPC is an abbreviation of “Pay Per Click”. It is a marketing strategy that helps to drive more traffic into your website via search engine and partners sites. It is a paid marketing, advertisers only pay if he receive the visit from clicking his ad.

2) What is AdWords? Explain.

AdWords is the system that has been designed by Google to assist in marketing such as advertising products or services in Google search engine and its affiliated sites.  It places a text ad that appears when people search for phrases associated to your offering, and display in websites, mobile apps and other display networks.

3) Explain how AdWords work?

AdWords work on bidding system if the bidding price is higher and your keyword has better quality score your ad will appear on top of the Google page.  AdWords works on “pay per click” (PPC) that means you only pay the amount you have bid if someone click on your ad as a result of a web search.

4) Explain how does Ad rank impact Cost-Per-Click?

Ad rank plays a huge role in defining the actual cost-per-click that your opponents or competitors pay, when someone clicks on their ads.  Your CPC can be calculated by following formula

Your Price = the ad rank of the person just below you/ your quality score + $0.01

5) Explain what is Ad rank?

Ad rank determines your ad position on Google search result page, and it is determined by your bid that you are willing to pay for that keyword and quality score.

Accenture Interview Questions of AdWords PPC

6) What are the factors which affects the quality score?

Below are the factors which affects the quality score:

CTR of the keyword

Relevancy of the keywords and ads

Quality of landing page

Historic Account Data

7) Explain how does a Google auction work?

Each time auction gets run millions of times, and the result are such that users find ads that are relevant to what they are searching/looking for.  The search engine processes the request and runs the auction that determines the ad positions and each advertisers CPC by ad rank.

8) Explain what is Google Quality Score?

Google’s quality score determines how relevant your ad is to the user, based primarily on your ad’s CTR (Click Through Rate), quality of your landing page and keyword relevance.  Higher quality score keywords will earn better ad ranking and save your money by lower CPC charged.

9) What is conversion optimizer in AdWords? Explain.

Conversion Optimizer is a tool used by Google AdWords for bid manipulation and decides which clicks on the ad will be valuable.  It can help you to maximize your ROI (return on investment).

10) Explain what is an ad group in Google AdWords?

Ad group is a container of your keywords, advertisements (Ads), and landing pages.  Google rewards advertisers who prepare AdWords campaigns with tightly structured theme wise ad groups. It’s not recommended to include all your keywords into the single ad group, but to organize keywords into proper themes.

11) Mention some of the Google AdWords Ad Extensions?

Different ad extension can enhance the increase in traffic.  Some of the common Ad extensions used in AdWords are

·          Sitelinks

·          Call Extensions

·          Location Extensions

·          Social Annotations

·          Message Extensions

·          Seller ratings

·          Mobile app extensions

·          Offer ads

·          Communication Ad

·          Review extension

·          Image and drop down navigation Ad extension

12) Mention in google AdWords that options can’t be changed after creating an account?

Currency and Time Zone, cannot be changed after creating an account.

13) Mention what is the limit set for the number or characters for AdWords ad?

Limit for AdWords is

·          Heading 1^st : 30 characters

·          Heading 2^nd: 30 characters

·          Descriptions: 80 characters

·          Destination URL: 1024 characters

No images are allowed in URL.

14) What the meaning of CTR is and how you can calculate? Explain.

CTR stands for Click through rate that tells the number of visitors visited on your ad on the web page. The formula for calculating CTR is

Number of click / Number of impressions * 100

The percentage of clicks divide by impressions is CTR.

These will give you an answer in percentage like what percentage of customers have viewed your ad.

15) Mention what are the type of Keywords?

There are no specific types for Keywords however they are classified on the basis of how likely is going to be clicked by visitors

·          Research Keywords: It tends to contain one or two words – Mobile

·          Consideration: It tends to contain two or three words – Samsung Mobile

·          Purchase: It must have more than three words – buy Samsung mobile

·          Loyalty: This must be shorter- Starbucks

16) Explain what is Google Ad API?

Google Ad API is designed for representing large advertisers and third parties. It allows developers build an application that directly interacts with Google AdWords server.

17) Mention what all things can be done using Google Ad API?

With Google Ad API, you can build an application that can do following things

·          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

18) Explain what are the other two options for bidding other than C-P-C?

CPM (Cost per Thousand Impression) and CPA (Cost Per Acquisition/Action).

19) Learn how to setup an AdWords Campaign?
Ans: Watch the video and you will learn how to setup AdWords campaign in 5 minutes in advance level.

                          Google AdWords Interview Questions & Answers

20) What function in PPC ads allows you to automatically include the user’s query into the ad text?

Dynamic Keyword Insertion or Keyword insertion is the function in adwords is used to include user's query in to the ad text.

21) What are the keyword's match type in Google AdWords (PPC)?
Keywords match types are the following:

1. Broad Match: If user searches any of the query in to the search network and your keyword has any of the words matches from the query then ad will trigger. It uses no symbol.

2. Exact Match: When user searches exact the same keywords in any order. It also includes some determiners like on, for etc. It uses the [Keyword] as symbol.
Ex: [PPC question answer]

3. Phrase Match: When user searches exact the same keywords and also can include before and after some more keywords. It also includes some determiners like on, for etc. It uses the "Keyword" as symbol.
Ex: "PPC question and answer"

4. Broad Match Modifier: When user searches the term in any order and also can include before, after and between some more keywords. It also includes some synonyms, determiners like on, for, etc. It uses the +Keyword as symbol.
Ex: +PPC +question +answer

5. Negative Match: This type of match is used to exclude those search terms or query. Its symbol is -keyword.
Ex: -[ppc interview question and answer]

21) What are Automatic and managed placements?
Managed placements basically allow you to choose the location of your ads while automatic placement doesn’t allow to do. 

So you can manage your ads on location network, sites.

Top 30 Adwords Interview questions and answers

22) Which is the best match type in Google Adwords?
The best match type is the exact and modifier. Reason is:

Exact Match: When user searches exact the same keywords in any order. It also includes some determiners like on, for etc. It uses the [Keyword] as symbol.

Ex: [PPC question answer]
You can reorder your keywords, can add some conjunctions, determiners etc. If your budget is low then this match type is the best in adwords.

Broad Match Modifier: When user searches the term in any order and also can include before, after and between some more keywords. It also includes some synonyms, determiners like on, for, etc. It uses the +Keyword as symbol.

Ex: +PPC +question +answer
This match type allows you to show your ads with query like, reordering, rewording, synonyms, determiners, conjunctions etc. 
This match type is the best if you do not have the actual idea of your keywords. You will get the lots of keywords ideas.

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