Google Adwords SEM PPC Interview Questions & Answers

1) What is Google Adwords?
Adwords is the system that Google has designed to assist in marketing product or services in Google search engine and its affiliated sites. It will place a text ad that appears when people
search for Keywords associated with your offering.
2) Explain how Adwords work?
Adwords work on bidding system if the bidding price is higher your ad will appear on top of the Google page. Adwords works on “pay per click” that means you only pay the amount you have bid if someone taps on your ad as a result of a web search.
3) Explain why to use Google Adwords?
Google Adwords behave differently to traffic that comes from Google Adwords or “Pay Per Click”. The traffic that comes through surfing often visits the website for information, whereas the traffic via pay per click knows what they are clicking on and what they want to buy. So few visitors through Adwords might be more valuable than million visitors.
4) Explain what is Ad rank?
Ad rank determines your ad position on Google page, and it is determined by your bid for that keyword and quality score.
5) 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 pay when someone clicks on their ads. Your CPC can be calculated by following way.
Your Price = The ad rank of the person below you/ your quality score + $0.01
6) Explain how does a Google auction work?
Each month auction gets run billion of times, and the result is such that users find ads that are relevant to what they are viewing The search engine processes the request and runs the auction that determines the ad positions and each advertiser’s CPC.
7) Explain what gets entered into a Google Account?
Once the advertisers determine the keywords that they want to bid on, Google will enter a keyword from your account which is most related to the auction with the maximum bid specified as well as the associated ad.
8) Explain what is Google Quality Score?
It is the estimation of the quality of ads keywords and landing page higher quality ads can lead to lower prices and better positions it is reported on 1 to 10 scale and its components are expected CTR, ad relevance, and landing page quality.The more relevant your ad is to the user the more likely is that you will see the higher quality score.
9) What are Automatic bidding strategies?
The Automated bidding strategies are as follows:
I.Maximize Clicks:-
Automatically set bid to help to get as many clicks as your budget.
II.Target Search Page Location:-
Automatically set your bid to help increase the chances that your ad appear at the top the page or on the 1st page of search results.
III.Target Out Ranking Share:-
You choose a domain you want to outrank and how often you want to outraken.
IV.Target CPA:-
Automatically set bids to help to get as many conversions as possible at the target CPA you set.Some conversations may cost more or less than your target CPA.
V.Enhance CPC:-
Automatically adjust manual bids to try to maximize conversions.
10) Explain what is an ad group in Google Adwords?
An ad group is a container of your keywords, ads, and landing pages. Google rewards advertisers who prepare Adword campaigns with tightly structured ad groups. It’s not desirable to include all your keywords into the single ad group but to make keywords into themes.
11) Explain what is conversion optimizer in Adwords?
Conversion Optimizer is a tool used by Google Adwords forbid manipulation and decides which clicks on the ad will be valuable. It can help you to return maximum on your investment (ROI).
12) 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
Seller ratings
Mobile app extensions
Offer ads
Communication Ad
Review extension
13) Mention in Google Adwords that options can’t be changed after creating an account?
After creating account Currency and Time Zone, cannot be changed.
14) Explain how you can improve conversion rates?
By creating ads that match properly with keywords and create tightly themed ad groups, you can target users with the campaign that helps in conversions.
15) Mention what is the limit set for the number or characters for Adwords ad?
Limit for Adwords is
Headline line 1st: 30 characters
Headline line 2nd: 30 characters
Website URL: 15 characters
Description: 80 characters
Destination URL: 1028 characters
In URL No images are allowed.
16) Explain what is the meaning of CTR & how you can calculate?
CTR stands for Click through rate. CTR tells the number of visitors visited on your ad on the web page. The formula for calculating CTR is given as follows
CTR = Number of Clicks / Number of impressions X 100
17) Mention what is the type of Keywords?
There are no specific types of 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 – Tea
Consideration: It tends to contain two or three words – Green Tea
Purchase: It must have more than three words – buy loose green tea
Loyalty: This must be shorter- Starbucks
18) Explain what is Google Ad API?
API stands for Application program interface. Google Ad API is designed for representing large, tech-savvy advertisers and third parties.
It allows developers compile an application that directly interacts with Google Adwords server.
19) 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.
20) Explain how you can track conversions in Google Adwords?
In Google Adwords, Conversion tracking can be done in following ways Tracking purchases by including basic tracking code provided by Adwords and changing it with extra code unique to your particular e-commerce platform View-through conversion window options tracks when a person sees your ad but does not click it (impression) By enabling your ad rotation setting to optimize for clicks, meaning that Adwords will serve the ads it feels are likely to be clicked  By accessing search funnels inside tools and analysis, you can also know when customers clicked on your ad for the first time and how frequently they saw your ad before converting.
21) Explain what are the other two options for bidding other than CPC(Cost per Click)?
CPC stands for Cost per click. Rather than CPC we have other two options are Cost per Thousand Impression (CPM) and Cost Per Action (CPA).
22) What are the Targeting options in Search network ads?
Keywords
Demographics
Interests and topics
placements
23) What are the Targeting options in Display network ads?
Remarketing
Demographics
Interests and topics
placements
Auto & Manual
24) Different sizes of display ads?
I.Square and rectangular image ads
accepted size for square: 200*200, 300*300
accepted size for rectangular image ads: 300*250
II.Leaderboard image ads
accepted size: 728*90, 468*60
III.Skyscraper image ads
accepted size:160*600, 300*600
25) What are the access levels in AdWords?
I.Email Access
II.Read-only Access
III.standard Access
IV.Admi Access
26) What are the different types of billing strategies?
There are three different types of billing strategies:
I.Automatic billing
II.Manual billing
III.Monthly invoice
I.Automatic billing
It automatically increases the billing based upon your ads.
II.Manual billing:
By manually we can do the billing.
III.Monthly invoice
if we want to do monthly invoice the company must complete at least one year of registration. You must spend 5000$ at least in a month.
27) What is Ad rotation?
If you have multiple ads within an ad group your ad will rotate because no more than one add from your account can show at a time.
28) What is Rotate Evenly?
When an ad group is enabled will rotate the ads in the ad group evenly for a 90 day period.
29) What is Rotate Indefinitely?
The setting delivers your add more evenly into an adoption but does so far an indefinite amount of time and does not optimize.
30) What is IP Exclusions?
You can exclude IP address by campaigns so, that all adds to the campaign are blocked from computers and networks associated
with those IP address.
You can take care adds of certain neighborhoods of the internet map by excluding the IP address.
31) What is Adwords Experiments?
Adwords Experiments it allows you to test changes to your account on the portion of the auction that your ads participate.
32) What is Keyword Insertion?
It lets you automatically update your ads with the keywords in an ad group, this can help make your ads more relevant to user
searching for what you offer.
There are three different types of keyword insertion:
I.Title case
II.Sentence case
III.Lower case
I.Title case:
The first letter of all your keywords should be capital.
{Keyword: Default Text}
II.Sentence case
Only First letter of keyword will be capital.
III.Lower case
No letter should be capital.
33) What is Dynamic search ad?
It uses the Google organic web crawling technology to automatically target relevant search queries based on retailers website contains.
Advertisers with the content rich website will see the best results by using dynamic search ads.
34) What are the targeting options in Dynamic search ad?
All web pages
Specific web pages
page feed
35) What is an Opportunities tab?
It is an entire section dedicated to helping to improve your campaign.it can help you to discover new keywords improve bid budget etc.
36) What are Ad Preview and Diagnosis tool?
A tool in your account that helps to identify why your add or ad extension might not be appearing the tool also shows a preview of
Google search results page for specific terms this helps you to see which ad and ad extension is showing for the keyword.
37) What is Over delivery credit?
Over delivery credit is when AdWords show your ad more than what your daily budget would normally allow, your daily cost would be up to 20% more than average daily budget but in complete monthly billing period you will never be charged more than your monthly charging limit.
38) What are Invalid Clicks?
Clicks on the ad that Google considers to be ill legitimate such as unintentional clicks or clicks resulting from malicious software.
39) Guidelines for search ads?
I.All caps are not allowed
II.Click Here is not allowed
40) What is Remarketing?
Remarketing helps you reach people who have visited your website or used your app.there are two types of Remarketing
I.Standard Remarketing:
it will show an ad to your past visitors as they browse display network websites and use display network apps.
II.Dynamic Remarketing: Target People who have visited your website for a particular product or services.
41) What is PLA?
PLA Stands for Product Listing Ads. This ad strategy is used to advertise products ads on Google search and partners.
This campaign is also called as shopping campaign mostly used by E-commerce website.
42) What are Converted Clicks?
Converted Click is a metric which is used to track the total number of clicks which resulted in a conversion.
43) What is Price Extension?
Price Extension is used to display the price of a relevant product.
44) What is meant by Search queries?
Search queries are the exact keywords for which your ads were triggered.
45) What is Campaign Management?
Campaign Management is a process of creating and managing an advertising campaign for a company on Google Adwords.
46) What is Click tag?
Click tag is used to track a total number of clicks on the links from different sources.
47) What is Google Adwords Double Serving Policy?
It means the advertiser cannot advertise for same keywords from multiple accounts. The purpose of this policy is to avoid showing ads of same companies.
48) How can you improve Quality Score?
I can Improve Quality Score by using optimization techniques in the campaign.
49) what is Keyword density?
Placing the relevant keywords throughout your content is very important it helps search engines work out what your content is about.
50) What is Ad unit?
Ad unit represents an ad location on one or more pages of your website an ad unit object include size an id and the unique name the id is used to identify ad unit objects.

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About the Author: Kovalan Jayamurugan

Kovalan Jayamurgan is a Digital Marketing Professional, Pro Blogger, Content Writer, Tech Geek, Sports Enthusiastic and the man behind techfizy.com. Here, I share articles on digital marketing, learn SEO, website design, online money making, AdSense, etc.

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