Google AdWords Interview Questions and Answers
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Google AdWords Interview Questions and Answers
What is AdWords?
AdWords is a system that Google has created to accommodate marketing products or services on the Google search engine and its affiliated sites. It appears as a text ad that is displayed when people search for keywords that are linked with your product, service, or offer. Read Top: Google Webmaster Interview Questions
How AdWords work?
Adword directly works under a bidding system and by bidding I mean the price of a particular Ad. More the price, the higher the ranking of the Ad. Also, these AdWords work on ‘pay per click’ which means you only pay the amount you have quoted, only if somebody clicks on your Ad. Also Read: Google Analytics Interview Questions
Why use Google AdWords?
For Google AdWords few visitors will value more than a million visitors as the traffic that is generated from surfing information wouldn’t really want to buy the product. Whereas, traffic is generated through pay per click those people know what they are clicking at and what they want to buy. Therefore, traffic is way more valuable.
What is Ad rank?
Ad rank basically determines the position of your ad on Google page and it is determined by one’s bid for the keyword.
How does Google Auction work?
The auction is run billion times a month and users find ads that fall in the category they are looking for. The search engine processes it and fixes the rank positions based on the auction which is again in relation to the cost per click.
What is Google Quality Score?
The quality score of Google ensures the viability of your ad to the user, primarily based on your ad’s CTR, i.e. the quality of your landing page and its keyword relevance. Better the quality score, you’ll be able to save money on your ads and also maintain a better ranking.
What is an ad group in Google AdWords?
An ad group is a vessel of your keywords, advertisements, and landing pages. If one prepares AdWord campaigns that are properly structured then Google also rewards those advertisers. It is advisable to organize keywords into the theme for a better structure.
Explain what is conversion optimizer in AdWords?
Conversion Optimizer in Google AdWords is a tool for bid manipulation that decides as to which clicks on the ad will add value to it. It helps in getting a better return on investment.
How can you 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.
What is the benefit of using broad matches with negative keywords, instead of exact match keywords by themselves?
Your ad will attract more traffic and you can create keyword lists more quickly.
What are Google Ad Extensions?
The Google Ad extensions are mentioned as following:
Mobile app extensions
Image and drop down navigation Ad extension
Difference between clicks and impression
Impressions:- An impression is a view. When your ad loads and displays in front of a user, that is one impression.
Clicks:- Now for clicks. A click, simply enough, is whenever a user actually clicks on your ads. This is a bit more involved, however.
How can you improve conversion rates?
To target users to the campaign for boosting conversions, one has to create ads that match properly with keywords and create tightly themed ad groups.
What is CTR and how one can calculate it?
Click through rate abbreviated as CTR tells the number of visitors visited on your ad on the web page.
To calculate CTR, one can use the
Number of clicks/Number of impressions X 100 = CTR
What is the formula to find CTR (Click Through Rate)? Does CTR help in improving the quality score?
The formula to find CTR is as follows- (Total clicks / Total impressions) X 100. Yes, CTR does help in improving the quality score.
Most Important Factor in Determining your ad Position
The most important factor in determining ad position is Cost per Click or CPC. Whereas, CTR or Click Through Rate comes second.
How do you calculate ROAS (Return On Ad Spend)?
It’s the ratio of sales/spend.
Exam- An INR 50,000 in sales for INR 10,000 budget has 5:1 ROAS.
What does a broad match modifier stand for? How do you denote broad match modifier
The broad match modifier lets us create keywords that have more reach as compared to the phrase match. Incorporating modified broad match keywords to one’s campaign can make it easier for them in getting more clicks and conversion at a minimal ROI.
You implement the modifier by putting a plus symbol (+) directly in front of one or more words in a broad match keyword. The words to which a + is added must be there in the user search query to trigger your ads.
The maximum length of Destination URL
1024 characters are the maximum length of a destination URL.
What factors affect landing page quality
What are Automatic and managed placements?
Managed placements basically let you choose the location of your ads whereas automatic ads don’t give that option. So you can manage your managed ads on-location network.
Google AdWords Interview Questions for Experienced
What are the first steps you should take if your ads get disapproved for any reason?
If in case your ads get disapproved, you’ll get a notification in regard to it along with an email. Once you know why have your ads been disapproved then you can work on editing your ad and fix the problem there and then. Sometimes, you need to make changes in your ad text and in other cases we may need to edit both which means ad along with the website.
Can you bid on competitor trademark terms in Google? Can you use them in your ads?
What is the character limit for the headline of a search text ad?
Google AdWords generally only blocks the use of trademarked terms in the ad copy but does not prevent advertising on trademark keyword terms themselves. Also, headlines should contain a maximum of 25 characters at max.
What is the significance of Impression share metric
Impression share = impressions / total eligible impressions
Impressions are estimated using various factors including targeting settings, approval statuses, quality and etc. Impression share data is accessible for campaigns, ad groups, product groups, and for various keywords. It is a good way to elaborate on whether the ads will reach more people if you increase your bid or budget, basically is it viable or not.
What feature in PPC ads allows you to automatically include the user’s query into the ad text?
The user’s query into text can be automatically included by Dynamic Keyword Insertion or Keyword insertion in general.
What is the Phrase match? How do you denote it? What keyword match type is used by Google if you do not specify a match?
Phrase match allows your ad to be displayed to the potential customer when he writes the exact same keywords along with some more words.
Can you directly link to a product brochure in PDF in your AdWords ad?
No, this can’t be done.
Which report allows you to view performance data for search queries that triggered your ad and received clicks in AdWords?
Search Term Report is the only report that helps you to view performance data for search queries that might have triggered your ad and received clicks in AdWords.
Does Google page rank (PR) of a landing page help in the quality score?
No, both page rank and quality score and not at all related to each other.
How many campaign types are there in Google AdWords PPC?
Campaign types include:
Search Network with Display Select
Search Network only
Display Network only
Campaign Sub Types Include:
Campaign types are centered around Google’s advertising networks: the Google Search Network, the Google Display Network, and the YouTube Network.
List of bid management tools
Types of keyword matching are there in Google AdWords
Broad Match:- Broad match keywords will give you the widest reach, but the least relevance.
Example:- bike shop matches: motorcycle store, cycle stores, mountain bike shops
Broad Match Modifier(BMM):- If you add the BMM keyword +bike +shop to your account it will only match to search terms that contain both the word bike and the word shop, or close variants of bike and shop. Order of the words does not matter. If you only partially modify the keyword as +bike shop, the search term just has to have the word bike, or close variant, in order to match your keyword. Example:– +bike +shop matches: bike repair shop, shop for a bike
Phrase Match:- You set a Phrase match keyword by putting it in quotes. For a search term to match to a phrase match keyword, it must contain all the words (or close variants) in the keyword in the same order without any words in between. The search term can have other words before or after the phrase. Example:- bike shop” matches: local bike shop, bike shops in Washington.
Exact Match- The exact match keyword [bike shop] will only match to search term bike shop, no additional words, or close variants. Example:- [bike shop] matches: bike shop, bike shops
Negative Match:- Excludes your ads from showing on searches with that term. So if you’re a hat company that doesn’t sell baseball hats, you could add add a negative keyword, designated with a minus sign (-baseball hats). Learn more about negative match.
How Many Campaigns and ad groups you can create in Adwords
Number of campaigns (both paused & active) : 10,000
Number of Ad groups per campaign: 20,000