AdWords Interview Questions & Answers

Question 1. Explain What Is Adwords?

Answer :

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.

Question 2. Explain How Adwords Work?

Answer :

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.

Question 3. Explain Why To Use Google Adwords?

Answer :

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.

Question 4. Explain What Is Ad Rank?

Answer :

Ad rank determines your ad position on Google page, and it is determined by your bid for that keyword and quality score.

Question 5. Explain How Does Ad Rank Impact Cost-per-click?

Answer :

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

Question 6. Explain How Does A Google Auction Work?

Answer :

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.

Question 7. Explain What Gets Entered Into A Google Account?

Answer :

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.

Question 8. Explain What Is Google Quality Score?

Answer :

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.

Question 9. Explain What Is An Ad Group In Google Adwords?

Answer :

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.

Question 10. Explain What Is Conversion Optimizer In Adwords?

Answer :

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.

Question 11. Mention Some Of The Google Adword Ad Extensions?

Answer :

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

Question 12. Mention In Google Adwords That Options Can’t Be Changed After Creating An Account?

Answer :

After creating account Currency and Time Zone, cannot be changed.

Question 13. Explain How You Can Improve Conversion Rates?

Answer :

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.

Question 14. Mention What Is The Limit Set For The Number Or Characters For Adwords Ad?

Answer :

Limit for Adword is:

• Description line 1st : 25 characters
• Description line 2nd: 35 characters
• Destination URL: 1024 characters
• No images are allowed in URL.

Question 15. Explain What Is The Meaning Of Ctr And How You Can Calculate?

Answer :

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.

Question 16. Mention What Are The Type Of Keywords?

Answer :

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.

Question 17. Explain What Is Google Ad Api?

Answer :

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.

Question 18. Mention What All Things Can Be Done Using Google Ad Api?

Answer :

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

Question 19. Explain How You Can Track Conversions In Google Adwords?

Answer :

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.

Question 20. Explain What Are The Other Two Options For Bidding Other Than C-p-c?

Answer :

Other than CPC the other two options are CPM (Cost per Thousand Impression) and CPA ( Cost Per Action ).

Question 21. What Is The Payment Model For A Youtube Homepage Masthead Advertisement?

Answer :

These are sold on a fixed cost per day model.

Question 22. How Can You Optimize Your Cpc-based Campaign?

Answer :

Focus on a high CTR, ad rank, and Quality Score.

Question 23. What Will Frequency Capping Do?

Answer :

It will limit the number of times an ad appears to the same unique user on the Display Network.

Question 24. Can You Use Frequency Capping On The Search Network?

Answer :

No, this feature is available only for ads on the Display Network.

Question 25. Where Are Ads Using Images And Videos Shown?

Answer :

They would only be shown on the Google Display Network.

Question 26. For Direct Response Marketing, Which Is The Ideal Bidding Model?

Answer :

Cost per click

Question 27. Why Should You Include A Text Ad In Your Display Network Campaign, Even If You Want To Focus On Image/video?

Answer :

Not all publishers accept image/video ads, so having a text ad will ensure maximum coverage.

Question 28. True Or False, You Can Use A Strobe Background In Your Display Network Ads.

Answer :

False, this will get your ad disapproved.

Question 29. Which Bidding Model Allows Advertisers To Pay By The Conversion?

Answer :

Cost per acquisition (CPA)

Question 30. What Is The Best Bidding Model To Increase Reach And Visibility?

Answer :

Cost per thousand impressions (CPM)

Question 31. What Type Of Bidding Model Do Reservation Ads Use?

Answer :

They are a fixed price, so no bidding is used.

Question 32. What Is One Reason To Consider Different Messages In Your Video Ads Than In Your Text/search Ads?

Answer :

Video search behavior is different than search behavior on a traditional search engine like Google.

Question 33. Should You Use A Call To Action In The Opening Image Of A Click-to-play Video?

Answer :

Yes, this is considered a best practice for this type of advertisement.

Question 34. When Would You Pay For A Trueview In-search Advertisement?

Answer :

Only if a viewer chooses to watch the video.

Question 35. What Aspect Of An Ad Would Help Set Expectations For Users In Different Stages Of The Buying Cycle?

Answer :

A clear Call to Action in the text portion of a text, video, or image advertisement.

Question 36. True Or False: You Can Incorporate An Error Message Or Warning Box In Your Image Ad.?

Answer :

False, this will get your ad disapproved.

Question 37. Which Method Would Be Recommended For An Advertiser Who Is Trying To Increase The Quality Score Of A Low-performing Keyword?

Answer :

Modify the ad associated with that keyword to direct to a highly-relevant landing page.

Question 38. An Advertiser Wants To Increase The Quality Score Of A Low-performing Keyword. Which Approach Would You Recommend?

Answer :

Modify the ad associated with that keyword to direct to a highly-relevant landing page.

Question 39. If Your Campaign Is Opted Into Show Ads On The Google Display Network, And Your Display Network Ads Have A Lower Ctr Than Your Existing Search Ads - How Will This Impact The Quality Score Of Your Search Campaign?

Answer :

Your ad performance on the Display Network does not affect your rank for search ads, so a lower CTR on the Display Network does not affect the Quality score of your ads for search.

Question 40. Suppose You Have Created An Ad Group To Advertise Gourmet Chocolate, And It Includes Keywords Like "dark Chocolate" And "gourmet Chocolate Bars." If You Opted This Particular Campaign Into The Google Display Network, What Type Of Targeting Would Automatically Be Used To Determine Whether Your Ads Might Show?

Answer :

Automatic placements would be used to contextually target sites that share the same themes as the keywords within your campaign.