Pay Per Click (PPC) Interview Questions & Answers

Question 1. What Is Ppc Marketing?

Answer :

PPC means Pay Per Click. It’s a marketing strategy to drive traffic to our website via search engines and partner sites. Advertiser will only pay if he receives the visit click on his ads.

Question 2. What Is Meant By Campaign Management?

Answer :

Campaign management is a process of creating and managing an advertising campaign for a company on Google AdWords. In this we have to divide the campaign based on AdGroups and select relevant keywords for each adgroups. Manage the ad formats and bidding for keywords etc. Campaign manager overall responsibility is to manage the campaign and provide a Positive ROI.

Question 3. What Is Dfa ?

Answer :

Double Click for Advertisers. DFA is an ad server which is used to track impressions and clicks for your creatives on various networks. You can’t buy inventory through DFA. You can only track the performance of your campaigns. Main functions of DFA is ad trafficking and reporting.

Question 4. What Is Dfp ?

Answer :

DFP stands for Double Click for Publishers. If the publisher prefers to manage themselves the ads which will be broadcasted on their websites, they use DFP. For example most of the public sites like way2sms.com, w3schools.com etc use DFP for ads.

Question 5. What Is Dbm?

Answer :

DBM (DoubleClick Bid Manager) is a demand-side platform (DSP) from Google. This helps in buying display media ads using programmatic strategy.

Question 6. What Is Ad Trafficking?

Answer :

Ad trafficking is a process of setting up an ad campaign from a technical aspect. Which means Setting up the campaign, tracking links, the creatives etc… It is usually performed using an ad server or an advertising platform. For example Ad Trafficking is used in DFA/DFP.

Question 7. Do You Think Dfa Is An Ad Exchange?

Answer :

No DFA is a not an ad exchange. The purpose of DFA is to track and analyze the impressions/clicks received on the ad creatives.

Question 8. What Is Click Tag?

Answer :

Click tags are used to track the number of clicks on the link from different sources.

Question 9. What Is Google Publisher Tags?

Answer :

GPT is an ad tagging library to dynamically build ad requests. GPT takes key details from you such as ad unit code, ad size, and key-values, builds the request, and displays the ad on web pages or mobile apps. Its is used for tracking purpose.

Question 10. What Is Difference Between Direct Marketing And Branding ?

Answer :

In a direct marketing campaign the advertiser is interested to target the audience who are most relevant to the business. The major metric to consider in this type is conversion rate, which explains about ROI. Most common campaign types are Search Network Only, Shopping Campaigns, Dynamic Search Ads etc.

In Branding campaign an advertiser needs exposure of his brand on major sites and applications. The most popular methods are Display Ads, Remarketing, Youtube Ads and custom ads target.

Question 11. Which Settings Cannot Be Changed After The Adwords Account Is Created ?

Answer :

Time Zone and Currency cannot be changed after account creation.

Question 12. What Is Google Adwords Double Serving Policy?

Answer :

It means that an advertiser cannot advertise for same keywords/websites from multiple accounts. The purpose of this policy is to avoid showing ads of same companies or companies with common ownership. So the users can see the the ads from different providers.

Question 13. What Do Understand By Quality Score?

Answer :

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.

Question 14. What Is The Impact Of Quality Score On Cpc And Ad Position ?

Answer :

Quality Score is inversely proportional to CPC and Directly proportional to Ad Position. That means higher QS means lower cost and higher position.

Question 15. What Is Actual Cpc ?

Answer :

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

Question 16. What Kind Of Quality Score You Can Achieve For Keywords ?

Answer :

In my past campaigns I achieved the QS of 7 – 10. I can improve the quality score by using optimization techniques in campaign.

Question 17. What Are The Factors Which Affect Quality Score ?

Answer :

Quality Score depends on the following metrics

• CTR of the Keyword
• Relevance of Keywords and Ads
• Landing Page Quality
• Historic Account Data

Question 18. How Can You Improve Conversion Rates ?

Answer :

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.

Question 19. Is Ppc Advertisement Effect Ranking Of Websites On Search Engines ?

Answer :

Never, Search Engine don’t mix them. Google and other search engines rank both organic and ppc results separately.

Question 20. Can You Tell Me Limit Of Character Used For Ppc Ads ?

Answer :

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.

Question 21. What Is Invalid Click And How Google Determines The Invalid Clicks

Answer :

Invalid clicks are the fake clicks, unintentional and malicious software clicks. Google has a sophisticated mechanism and algorithms to automatically detect and filter the invalid clicks from user account. Invalid clicks in AdWords.

Question 22. What Are Pla Ads?

Answer :

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 websites.

Question 23. What Is Meant By Converted Clicks ?

Answer :

Converted clicks is a metric which tracks the total no of clicks which resulted in conversions. This metric is deprecated by Google.

Question 24. What Is Remarketing Audience And How To Generate This List?

Answer :

Remarketing audience are the users who visited our website. Using Google Remarketing tag in our website, we can add the users as our audience list.

Question 25. When Will Be Cpv Charged For A In-stream Ad For A Video Of 60 Secs Length?

Answer :

If the user watches 30 secs of the video. CPV will be charged in the account.

Question 26. What Is Meant By Search Queries?

Answer :

Search queries are exact keywords for which your ads were triggered.

Question 27. What Is Meant By Price Extensions?

Answer :

Price extensions is a now format of extension, to display the price of the relevant products.

Question 28. 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 29. 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 30. 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 31. 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 32. 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 33. 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 34. 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 35. 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 36. 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 37. 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 38. 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 39. 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 40. 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 41. 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

Question 42. 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 43. 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 44. 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 45. 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 46. 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 47. 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 48. What Is Dfp?

Answer :

DFP stands for Double Click for Publishers. Sometimes it may happen that the publisher prefers to manage t the ads themselves rather than outsourcing or going for third part intervention in order to broadcast on their websites. In such situation they use DFP. There are few of the public sites, which always opt for DFP for ads. Few of such common names are way2sms.com, w3schools.com etc.

Question 49. What Is Dfa?

Answer :

DFA stands for Double Click for Advertisers. It is an ad server generally used to track the impressions and clicks for the creativity of various networks. One can’t buy inventory through DFA. It is only possible to track the performance of the campaigns through this. There are two main functions of DFA and it includes ad trafficking and ad reporting.

Question 50. What Is The Maximum Limit Of Characters Used For Ppc Ads?

Answer :

The maximum limit for the number of characters cannot be clearly stated as different Search Engines have different Limit on ads character as stating for Google it can have a maximum of twenty-five characters for the headline and seventy characters for description, both one and two combined.