Best PPC Interview Question Answers: Pay per click (PPC), also called cost per click, is an
internet advertising model used to direct traffic to websites, in which
advertisers pay the publisher (typically a website owner) when the ad is
clicked. HERE you can find Top 100 Best PPC Adwords Question and Answers for
your job interview.
What
is PPC?
What is PPC (pay-per-click) marketing? Pay-per-click
marketing is a way of using search engine advertising to generate clicks to
your website, rather than “earning” those clicks organically. You know those
sponsored ads you often see at the top of Google’s search results page, marked
with a yellow label?
As we’ve established, PPC
advertising offers a unique opportunity to:
- Grow Your Customer Base – Connect with searchers actively looking for
products and services like yours, and respond to that need by providing
them with an offer relevant to their search query.
- Generate Leads at Low Costs – Because pay-per-click marketing allows
you to reach leads and prospects when they’re researching and looking to
buy, it’s a highly effective way to bring interested visitors to your
site. Plus, you can enjoy an algorithmically generated discount from the
search engines in exchange for making their users happy.
Once you've created your new campaigns, you’ll need to
manage them regularly to make sure they continue to be effective. In fact,
regular account activity is one of the best predictors of account success. You
should be continuously analyzing the performance of your account.
- Add PPC Keywords:
Expand the reach of your pay-per-click campaigns by adding keywords that
are relevant to your business.
- Add Negative Keywords:
Add non-converting terms as negative keywords to improve campaign
relevancy and reduce wasted spend.
- Split Ad Groups:
Improve click-through rate (CTR) and Quality Score by splitting up your ad
groups into smaller, more relevant ad groups, which help you create more
targeted ad text and landing pages.
- Review Costly PPC Keywords: Review expensive, under-performing keywords and shut
them off if necessary.
- Refine Landing Pages:
Modify the content and calls-to-action (CTAs) of your landing pages to
align with individual search queries in order to boost conversion rates.
Don’t send all your traffic to the same page.
What do understand by Quality
Score?
Quality Score is a metric which is calculated for each
keyword between 1 to 10. The QS defines the quality of keyword compared with
Ads and Landing Page. This metric is used to calculate the AdRank, which is
used to calculate the ad position.
What is the impact of Quality score
on CPC and Ad Position ?
Quality Score is inversely proportional to CPC and Directly
proportional to Ad Position. That means higher QS means lower cost and higher
position.
What is Actual CPC ?
The actual cost of a click for an advertiser in an auction.
The actual CPC is calculated in realtime and we cannot know the Actual CPC, but
we can see Avg. CPC.
Actual CPC = (AdRank to
Beat/QS)+$0.01
What Kind of Quality Score you can
achieve for keywords ?
In my past campaigns I achieved the QS of 7 –
10. I can improve the quality score by using optimization
techniques in campaign.
What are the Factors which affect
Quality Score ?
Quality Score depends on the
following metrics
- CTR of the Keyword
- Relevance of Keywords and Ads
- Landing Page Quality
- Historic Account Data
How can you Improve Conversion Rates
?
By creating ads which match perfectly with keywords and
creating tightly themed ad groups so we can get targeted users to best landing
page. Also by improving the Landing Page quality we can improve the
conversions.
Is PPC Advertisement effect
ranking of websites on search engines ?
Never, Search Engine don’t mix them. Google and other search
engines rank both organic and ppc results separately
Can you tell me limit of character
used for PPC Ads ?
Different Search Engines have different Limit on ads
character as for Google you can put maximum 25 for headline and 70 for
description 1 and 2 combined.
What is the difference between
search engine marketing and Internet marketing?
Search Engine Marketing is specific to marketing your
brand/service/products through search engines. It can be in the form of organic
search results where landing pages are aimed for higher ranking, or in paid
search results, where ads are aimed to display at maximum exposure for targeted
keywords at minimal cost possible.
What is Quality Score and how does
it affect your work as paid search specialist?
Quality Score’s a part of Google’s way of determining
ranking of AdWords ads. This can be achieved by, among others, improving
relevance between ad copies and keywords, improving quality of landing pages.
By obtaining high quality score for my keywords, I can reduce expenses for my
PPC campaigns.
Explain what is 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
phrases associated to your offering.
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.
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.
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.
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
Explain how does a Google auction
work?
Each month auction gets run billion of times, and the result
are such that users find ads that are relevant to what they are looking
for. The search engine processes the request and runs the auction that
determines the ad positions and each advertisers CPC.
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
into the auction with the maximum bid specified as well as the associated ad.
Explain what is Google Quality
Score?
Google’s quality score determines how beneficial and
relevant your ad is to the user, based primarily on your ad’s CTR, quality of
your landing page and keyword relevance. Higher quality score keywords will
save your money and earn better ad ranking.
Explain what is an ad group in
Google Adwords?
Ad group is a container of your keywords, advertisements,
and landing pages. Google rewards advertisers who prepare Adword
campaigns with tightly structured ad groups. Its not advisable to include all
your keywords into the single ad group, but to organize keywords into themes.
10) Explain what is conversion
optimizer in Adwords?
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 return maximum on your investment.
Mention some of the Google Adword 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
- Image and drop down navigation Ad extension
Mention in google Adwords that
options can’t be changed after creating an account?
After creating account Currency and Time Zone, cannot be
changed.
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 to the campaign that helps in
conversions.
Mention what is the limit set for
the number or characters for Adwords ad?
Limit for Adword is
- Description line 1st : 25 characters
- Description line 2nd: 35 characters
- Destination URL: 1024 characters
No images are allowed in URL.
Explain what is the meaning of CTR
and how you can calculate?
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 X 100
These will give you an answer in percentage like what
percentage of customers have viewed your ad.
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 – 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
Explain what is Google Ad API?
Google Ad API is designed for representing large, tech savvy
advertisers and third parties. It allows developers build an application that
directly interacts with Google Adwords server.
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
Explain how you can track
conversions in Google Adwords?
In Google Adwords, conversion tracking can be done in
following ways
- Tracking purchases by involving basic tracking code
provided by Adwords and modifying it with additional 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.
Explain what are the other two
options for bidding other than C-P-C?
Other than CPC the other two options are CPM (Cost per
Thousand Impression) and CPA ( Cost Per Action ).
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