google ads Interview Questions & Answers 2023
- What do you mean by Ad words?
Ans. Google AdWords or Google ads ( 2019 ) is a Google advertising service that allows businesses to get featured in the Google search engine and Google Display Network. Google's search engine and its partner sites display online advertisements based on multiple factors such as keywords, interests, topics, demographics, etc.
It allows the advertiser to set a monthly budget and pay when people click on their advertisements. Google has created a platform to help businesses reach their customers instantly.
- What is ppc marketing?
Ans. PPC is Defined as the Pay Per Click, a widely popular model where the advertisers pay when each time any of their ads is clicked. PPC is so popular because it helps businesses to bring users instantly unlike organic where you need weeks if not months to set up and drive visitors to your website.
- What is Ad strength in google ads?
Ans. Ad Strength provides you with feedback to help you focus on providing the right messages to your customers. Ranging from “Incomplete”, “Poor”, “Average”, and “Good” to “Excellent,” this metric measures the relevance, quality, and diversity of your ad copy..
- What is Ad Rank?
Ans. One of the important questions suggested by most Google ads is questions and answer guides. Ad Rank is the position of an ad on a Google page and is determined by the bid amount, ad quality, ad thresholds, the competition, the context of the user's search, and the expected impact of extensions and other ad formats.
A good ad rank makes sure the ad gets more visibility than the others. Ad rank is recalculated every time the ad is eligible to appear, so the ad position can fluctuate every time depending on the above factors.
- What is Google Quality Score?
Ans. Quality helps in both the keywords and PPC ads. It helps in understanding the campaign cost per click and is multiplied by your maximum bid to determine your ad rank in the ad auction process.
Google's Quality score depends on Plenty of factors:-
>> Click-through rate
>> The relevance of each keyword to its ad group.
>> Should have the good proper landing page
>> The website should speak relevance of your ad
>> These are the core Quality Score components. No one outside of Google knows exactly how much each factor “weighs” in the Quality Score algorithm, but we do know that click-through rate is the most important component. When more people who see your ad click it, that's a strong indication to Google that your ads are relevant and helpful to users. Accordingly, Google rewards you with.
Higher ad rankings, Lower costs
With the help of a 1-10 score, Google conveys to advertisers how well they have chosen their keywords, written ads, and designed landing pages.
6. Does CTR help in improving the quality score? How to calculate CTR?
Ans. CTR also known as click-through rate is a unit to measure the click rate of your ad. It is calculated by the simple formula: clicks/impressions*100.
It is one of the important factors in determining the Quality Score of the ad. So, making an effort to increase the CTR decreases the overall spending. It also indicates the success of your ad descriptions and headings in terms of relevancy and eye-catchy.
Each of the keywords and ad have its own CTRs.
CTR = Clicks/Impressions.
A high average CTR, when combined with other KPIs can lead to the success of the campaign. It also has the ability to affect future campaign performance. The average CTR in Google ads is 2% so anything more than 2% is considered above average.
7. What is ad rotation?
Ans. Ad rotation is a campaign setting in Google ads that automatically rotates your Google ads ad within the ad group. You have the option to request Google how it would rotate the ad, such as, based on the best-performing ads or rotating evenly.
8. What is the difference between clicks and impressions?
Ans. One of the very common Google ads interview questions you should be prepared for. The impression is the number of times targeted users view your Google ads ad, whether it is a banner, text link, or button.
This shows what is the reach of your ad. Click is the number of times your targeted users clicked on your ad and are taken to your website. This shows how many users actually used your ad to visit your website.
9. What is an ad group in Google Ads?
Ans. 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 themes for a better structure.
10. Explain what a conversion optimizer is in ads?
Ans. Conversion Optimizer in Google ads is a tool for bid manipulation that decides which clicks on the ad will add value to it. It helps in getting a better return on investment.
Conversely, by specifying a relatively high target CPA, the Conversion Optimizer will have the ability to bid more aggressively and will compete for the higher ad positions on broader keyword terms, likely resulting in a greater number of conversions, but at a higher cost.
11. What is the difference between CPM, CPC, and CPV?
Ans. CPM Stands for Cost Per Thousand is the amount you pay per thousand impressions that you receive, regardless of the number of clicks you receive for the campaign you run.
Now the CPC stands for, Cost Per Click is the amount you will be paying for google on each click when the user clicks on the ad.
Next is CPV means when the advertiser pays for each unique user view of an advertisement or website. It is used more in video marketing such as YouTube Campaigns.
- What is an automated bidding strategy?
Ans. While setting up the google ads campaign, you have to tell Google how much you are willing to pay for your ads to be shown. This is called your bid, and there are two different ways to set your bids: one way is manual and the other way is automated.
In general, the automated bidding process, Is what Google uses automatically to adjust your bids for you, based on the ad's likelihood of getting for the click or the conversion.
It also uses a few additional data points that are not available in the reporting metrics.
There are eight types of automated bidding options in Google Ads:
>> Enhanced cost per click (ECPC)
>> Maximize Clicks
>> Maximize Conversions
>> Maximize Conversion Value
>> Target Cost Per Action ( TCPA)
>> Target Return on Ad Spend (TROAS)
>> Viewable CPM (vCPM)
>> Cost Per View (CPV)
13. What is an express google campaign?
Ans. An easy way to create campaigns with an automated bidding strategy, with few steps to get calls, website visits, and video views, Google Ad Express is an advertising product that helps customers discover your business through ads on Google Search and Google Maps.
14 What do you mean by manual CPC?
Ans. Manual bidding is the easiest bid strategy to grasp for the Google Ads platform. Advertisers set their bids manually at the keyword level, and the bids stay where they are until the advertiser changes them.
Where you need to be investing plenty of time in it where you need to look at the performance of the location of the ad and more.
15. What is Maximize Clicks?
Ans. This strategy is very similar to Maximize Conversions but instead focuses on clicks. With Maximize Clicks, Google will work to get as many clicks as possible while spending your daily budget.
This strategy can be great if you're trying to drive more volume to your site for branding and list building, or if you have very strong conversion performance and want to find more volume.
Advertisers can set a max CPC limit to help keep CPCs down while Google spends the daily budget.
Calculations with the maximize clicks:-
Always set a max CPC and keep an eye on your average max CPC as well. Google will work to get as many clicks as possible for your campaign, but as with Maximize Conversions, it will also work hard to spend your entire daily budget each day, even if clicks are far more expensive than normal.
Regularly check in on the CPC performance this bid strategy is generating (and any other goal metrics you have in place) to ensure it's still meeting your goals. If not, then adjust your settings or potentially look to a new bid strategy.
- What is IP Address exclusion in Google ads?
Ans. The simple answer is: There are multiple reasons you would like to exclude IP addresses. For example, you can exclude IP addresses of your own office so your impressions won't be wasted.
With this feature, you can exclude up to 500 IP addresses per campaign.
How to do:
In the page menu on the left, click settings
Find the campaign
Click to expand the IP exclusions section
Type the IP addresses you would like to exclude.
17. What are all the basic practices every new ads advertiser should always remember?
Ans. The landing page which is designed for every campaign should have a proper Call To Action like Buy now, Lead form, Download, or Learn More whatever the business wants to achieve with the campaign.
>> Make different ad groups based on keywords and set themes for each ad group.
>> Don't put a huge amount of budget for a short period of time in the beginning.
>> Continuously work on improving the Quality score thus decreasing the spending of the overall budget. Choose your keywords and negative keywords carefully and regularly monitor the performances with the search terms reports.
>> Write a search ad with crisp CTA text and a clear headline.
- What is frequency capping in ads?
Ans. Frequency capping allows the advertiser to limit how many times an ad is visible to an individual. We can set this frequency cap at the ad, ad group, and campaign levels. Advertisers can also segment them by month, week or day.
19. What Are Conversions In Google Ads?
Ans. A Conversion is a KPI in Google Ads that indicates the number of actions users are taking with your ads. These are the actions that are counted when someone interacts with your ad or free product listing (for example, clicks a text ad or views a video ad) and then takes an action that you've defined as valuable to your business.
20. What are the first steps you should take if your ads get disapproved of for any reason?
Ans. If your ad gets disapproved, Google will send you a notification mail mentioning that your ad has been disapproved. Then, based on the input Google ads gave, you can find out the reason for the disapproval.
Then, based on your findings, you can work on fixing the issue. At the time, you may need to make changes in your text copy and other times, you may need to make changes in both ad copy as well as the website.
21. What is the difference between Google ads & google AdSense?
Ans. They both are part of the Google network. Only in google ads do we pay money to google based on the campaign we choose. Whereas in Google AdSense google will pay money to use to show ads on our websites.
Eventually, the difference between Google and Adsense is this, Google ads are for advertisers, while AdSense is for publishers. When I say publisher it means anyone who has a website, is willing to sell ad space on it, and is primarily interested in putting out regular content.
If you are familiar with the display ads network, in which google ads users pay to run display ads on sites across the web, you can think of AdSense as the platform that will allow website owners to accept display ads on their website in exchange for the money.
22. What are negative keywords in google ads?
Ans. They are the method of preventing your ads from showing for the people who search for or browse content related to those words. Effective paid search management means consistently expanding the keywords you are bidding on, Meanwhile simultaneously refining the keywords you are already bidding on to maximize relevance.
As a result of the Return On Investment. Negative keywords give you the opportunity to do just that, ensuring that your ads only reach the best potential audience.
23. What is the purpose of creating multiple ad groups?
Ans. The benefit of having multiple groups of ads is the ability to divide ads and keywords into related themes. Use Ad groups to group your ads according to a specific theme. Min of 3 ad groups suggested by the experts
- What are the required parts of google text ads?
>> Headline Text -The headline is the aspect of a text ad that appears as a blue, underlined hyperlink. Not only is it one of the elements which are the three required parts of a text ad, but it is an eye-catcher. Without a captivating headline, potential clients will scroll right past your ad.
>> Display URL:- ITs is the second of the three elements which are the required parts of a text ad. The URL can include creative copy because it consists of what your viewer sees and what page they wind up visiting when clicking. These are your “display URL” and your “final URL,” respectively.
>> Description Text:- The third most important element in google ads is description text, These are the three required parts of a text ad. The description is the part of a Google search result or text ad that appears as a paragraph underneath the blue headline. It can be as short as one sentence or up to 90 characters.
25. What are the various ad formats available on Google Ads?
Ans. Text / Search ads These ads only have text content and are found on Google's Search engine result page..
>> Responsive display ads: These ads adjust their size and format depending on the space available. They can be text or image ads.
>> Image /display ads: These ads use static or interactive images. They can also have these formats: .gif, .jpeg, flash, etc.
>> App promotion ads: These ads are used to drive app downloads.
>> Video ads: These ads can be run standalone or inserted into other streaming video content.
>> Shopping ads: These ads show product details like title, price, and store name.
>> Showcase shopping ads: These ads have an image and a description that expands on being clicked, providing product and store information.
Where you need to be having a google merchant account then only you would be able to create the shopping ads.
Call-only ads: These ads enable users to connect to your business directly using the phone number provided.
26. How to track conversion in Google ads?
Ans. The following list is the methods we can use to track conversions for Google Ads.
>> Google ads provide tracking code for you to implement on the website and you can modify it with additional code that's specific to your platform.
>> The view-through conversion window option monitors when a user sees the ad but doesn't go for the click.
>> Under tools and analysis options, you can find search funnels that help you understand when users click on your ad for the first time and how many he/she was shown before clicking it.
>> If you want to track phone calls, with the help of call extension, and call reporting enabled settings, it is very much possible.
>> To track the number of people who install the app, we can use Firebase.
- How Can we improve the ad position?
Ans. Here are the methods that help to improve the ad position.
>> Should Increase in the quality score
>> The bid range to be increased
>> Should keep on focusing on the ad extensions.
>> Design beautiful landing pages.
>> Use the relevant keywords in the ad headings, landing pages, and ad copies are good
>> Should create a Different landing page for different ads.
28. What is the maximum number of campaigns and ad groups we can make in the google ads words?
Ans. For most situations, there is no particular limit to the number of ad groups that can be created within a campaign. But there is a limit of 20000 ad groups per campaign, and also you can have 10000 Campaigns too. So you have plenty of space! Each ad in your ad group should link to a page on your website that is relevant to that keyword.
29. What is a converted click?
Ans. Converted click is the number of clicks on your ads ad that resulted in a conversion within your chosen conversion window. The conversion window is default set to 30 days. What it means is that any conversion action within the conversion window will be considered as
30. Why did you choose to be a Google ads/PPC specialist?
Ans. PPC is a relatively new and growing profession with a huge scope. The work will have measurable results. The work is so flexible that I can work from anywhere anytime. In the future, I will work along with Artificial Intelligence and not be replaced by one thus making it safe. My future value will only increase from here.
31. What are the targeting options in Google ads?
Ans. We can divide the overall targeting methods by Audience targeting and content targeting.
In content targeting, we have the following methods:-
>> Keywords:- The keyword method is based on keywords. We select the keywords the user will type to find your product or services. We can set keywords manually to reach targeted audiences.
>> Placement:- With the placement method, we just need to specify a website or part of a website. We can target websites our potential user's visit and target.
>> Topics:- Target allows advertisers to select a set of pages based on the theme on the display network.
>> Display expansion for search:- With the help of smart targeting and automated bidding, Google ads' display expansion of search method helps advertisers find quality results.
In audience targeting we have the following methods:-
>> Affinity:- This is for advertisers who use traditional marketing like TV campaigns can expand a campaign online and reach users with Google network.
>> Demographics:- This target is based on the age and gender of your targeted users.
>> In-market: Your ads will be visible to users who have shown interest in similar products or services.
>> Remarketing:- Remarketing is one of the successful targeting methods widely used by businesses to target users who have visited the website. These users can be in any stage of conversion.
>> Similar audiences:- This method helps you find users who are similar to the users in the remarketing list.
32. What is Google ad's Double Serving Policy?
Ans. To make the auction process fair, Google doesn't encourage advertisers to run ads for similar businesses through different accounts triggered by the same keywords. Google calls this a double-serving policy. Google has banned multiple ads from the same firm from appearing on SERP.
33. Is PPC only suitable for big brands?
Ans. No Pay per click is not only suitable for big brands it is flexible in Google ads any business can start and run the campaigns. There is no minimum budget and you don't even need to own a website to run certain campaigns.
No. With the flexibility in Google ads, any business can start and run campaigns. There is no minimum budget and you don't even need to own a website to run certain campaigns.
34. What are Invalid Clicks, and how does Google determine them?
Ans. Invalid clicks are illegitimate, unintentional, or caused by some malicious software such as robots or some automated clicking tools used to increase your expense or to increase the value of the website that is hosting the ad.
Google uses algorithms to find such invalid clicks and automatically filter them from the reports. And if they still escape and Google finds them later, they will give you credit for the expense.
35. What is the actual cost per click?
Ans. We can't see the actual cost per click only the average CPC but mostly it is lesser than your maximum CPC bid. Every time, when an auction takes place, Google fixes your actual CPC which is required to outrank the ad rank of the next competitor. You don't normally find this question in any Google ads interview questions and answers guide but you should be prepared anyway.
36. What are all the different types of automated bidding strategies?
Ans. There are seven types of automated bidding strategies.
>> Maximize clicks :- Maximize clicks strategy purely created to improve the number of visitors to your website. If you want quick visitors to your newly launched product, you can utilize the maximize clicks strategy.
>> Target Search Per Location :- Target search per location sets bids to let your ads appear on the first page of Google SERP or in one of the top positions. You can utilize it if you want nothing but the top positions in SERP.
>> Target outranking share :- If you want to outrank your competitor's domain, you can get the help of target outranking share. You can define how frequently you would like to outrank your comepetitor's ads.
>> Target CPA :- Target cost per acquisition gives you more control to the advertisers. Google ads helps you to get as many conversions as possible in this strategy. You can use this strategy if you are well aware of the CPA that you can spend.
>> Enhanced CPC :- Enhanced cost per click is available as an optional service when you use manual CPC bidding. It helps Google ads to adjust your manual bidding with maintaining the same cost per conversion and increasing your conversion numbers.
>> Target Return on Ad Spend (ROAS) :-
>> After you set your ROAS, Google ads set bids to help you achieve more conversion as possible.
>> Maximize Conversions :- This strategy helps you set bids automatically to help you get as many conversions as possible.
37.What is ads Express?
Ans. It's one of Google's attempts to simplify the Google ads for users with a small budget. It is targeted towards small or local businesses who can't afford high budgets or so much of their time and effort into running campaigns.
So, the businesses just need to tell Google what they want to do with Google ads and what their goal is and the rest of the things will be taken care of by Google.
>> In ads express, you need to share only the following details:
>> Business category
>> Ad copy
>> Landing page (either your website or Google My Business page)
>> Monthly budget
38.The different types of access levels are: email access, read-only access, standard access and admin access.?
Ans. Google ads has four levels of account access:
>> Email only
>> Read Only
>> Email only:
The invitee won't be able to login to Google ads but can receive important mails and schedule emails with reports
The invitee can be able to login into ads and can access the reports but making changes is impossible to do.
The invitee is able to make changes to the account and can do anything except the ability to provide access to other users. He can't edit or remove other users as well.
The invitee is able to make any changes necessary, add, remove or edit users and their access.
39.How can we improve the landing page quality?
Ans. Landing page quality can be improved by following ways:-
The page should be relevant to the ad text as well as the keywords in the adgroup
>> A strong headline and supportive tagline
>> Original and quality content
>> Page load time
>> User-friendliness and user experience
>> Following Google guidelines
>> Easy to navigate and understand
>> Call of action message
>> Visual imagery
>> Not having too many links
>> Should connect with Brand and proposition
>> Simplified lead capture form
40. What is understood by API?
Ans. Google Ad API is an advanced feature designed for big corporates, and ad agencies to allow their developers to build applications that will engage directly with the Google ads server, which helps them utilize ads efficiently. It allows advertisers to modify ads based on their needs easily.
41. How do you think our competitors are doing and how can we face them?
Ans. Sometimes one of the most unexpected Google ads questions. For that, you need to do thorough research before attending the interview. Every company, big or small, has competitors who can make the company's life difficult. Find out the list of their competitors, their marketing strategy, and the overall market status.
Find out about the competitors' advertisement strategies, their content gap, how you can fill the gap, etc. Figure out the strategies you can implement that help the business to face and outrank its competitors.
42. If I search my keyword but I can't see my search result. Why would that happen?
Ans. There are multiple reasons that can let it happen. Some of them are:
>> Your IP is excluded
>> You are not in the targeted location
>> Your ad got disapproved
>> Your campaign has exceeded your daily budget.
43. What should be the ideal quality score for Google ads?
Ans. The good quality score for the Google ad words depends on what type of keyword you are working on.
>> Branded Keywords should have a range of property quality scores and it should be between 8 to 10.
>> Low intended commercial keywords where it should have a good Quality score is to be 7
>> Whereas high intended commercial keywords should be having Quality score between 7 to 9.
44. When do you say when a test is completed?
Ans. The test completely depends on what exactly wanted to achieve at the Initial
It depends on what we wanted to achieve at the beginning of the test. Some companies do a test for a couple of days and come to a conclusion based on those results.
But, it is recommended to give the system some time to understand the pattern and let it go through different times of the day, and different days of the week to have enough data in hand to come to a strong conclusion.
45. Why quality of the landing page is important for the success of the campaign?
Ans. A landing page is your playground where you make the user take the final call.
If the landing page is not relevant or trustworthy, each and every action you take for the campaign will go in vain.
Better ads, high-quality keywords, and the money you spend will not help if the landing page is not good enough to get the conversion.
It should be aligned with the keyword and ad copies. An inefficient landing page can promise traffic but not conversions.
46. How to improve CTA in Google ads?
Ans. Call to Action in Google ads helps in
>> Make your CTA visible and stand out and not blend in.
>> Give the clear benefit of clicking the CTA
>> Add urgency to your CTA
>> Make it sound like a human
>> Experiment with different CTAs
>> Use power words
>> Match it with the type of audience
47. How do you measure the success of a Google ads campaign?
Ans. It is one of the general questions from the Google ads interview questions and answers guide. I consider Key Performance Indicators the perfect way to find out about the success of the campaign.
The first indicator of a successful campaign is the number of clicks your campaign gets. The second indicator I check is CTR which shows how effective my ads are. Then the conversion says if they are fruitful to the business. I also check other indicators such as time spent, returning customers, etc.
48. Our highest-performing keywords' CPC is growing up continuously. What can be the reason for this and how to tackle this?
Ans. Sometimes a tricky Google ads Interview question. It is one of the advanced Google ads Interview questions and answers. An increase in CPC can be the result of an increase in competition and possibly because your quality score is going downwards. We can figure out the root cause.
We can compare auction insights to find when the CPC was normal and if there are new players out there in the market.
We can check out the historical Quality score in our reports and figure out if downgrading Quality score is the culprit here.
49.What is Remarketing ?
Ans. Remarketing is a target method in which advertisers can show their ads to users who have visited their website but didn't convert. The user can be at any stage of the purchasing cycle. In Google ads, remarketing campaigns are available for both search and display. The click rate for remarketing is relatively high because they are customized and thus connect with the users more than other targeting method advertisements.
50.What is the purpose of adding videos in Display campaign ?
Ans. The Google Display Network is designed to help you find the right audience. It contains millions of websites, videos, and apps, and plays host to a huge variety of ad formats and sizes. Responsive display ads can be used in Display campaigns. With responsive display ads, you can upload your assets (images, headlines, logos, videos, and descriptions), and Google will automatically generate ad combinations for websites, apps, YouTube, and Gmail.
51.What is the use of frequency capping in google ad ads ?
Ans. Ideally in the Frequency Capping will allow you to restrict the number of times ads appear to the same person. You can use frequency capping for the Display Campaigns and video Campaigns.
52.What do you mean by impression in the google ads ?
Ans. An Impression occurs each time the ad is displayed and seen by anyone on the google.The Best way to increase your impressions is to increase your campaign budget. This can push you higher on Google, thus giving you more and more visibility.
Budget plays a key role here but the ad quality and relevance are ultimately the most important factors.If Google decides that your ad is not relevant to the audience you are targeting. Google will not display your ad high enough and you will end up with low impressions and poor performance.
53.What do you mean by conversions ?
Ans. A conversion occurs when someone takes the action you want them to take; this happens off the search engine results page and on your landing page or website. For each campaign you have different Conversions
For example, if you're running an ad for an e-commerce store and you want people to see the ad, click it, and then buy a suit on your landing page, each time someone buys the suit, that would be a conversion.
Google provides ways for us to track this using conversion tracking as discussed in the video above.
54.How are Google ads Campaigns structured ?
Ans. Here are the steps to follow the Campaign structure
Campaign Type —> Campaign —> Ad Groups —>Ads
For the Search Ad Campaign :
Need to select the objective/Goal like website traffic
Campaign Type : As we are considering a search campaign, the campaign type will be Search Campaign.
Should add the website URL For reaching the goal
Give the name for the Campaign which you are running
Budget & bidding : Need to allocate the budget and choose what type of bidding for the campaign.
Campaign settings consist of location,language , audience as well dynamic ads.
Ad Keywords and extensions , Review the ad and publish it.
56.Can you elaborate on how a Google auction works?
Ans. One the user searches for a query in the search engine, Google will process the request and run an auction and once it processes the data, the advertiser decides the maximum budget that can be allocated for an ad.
Then Google takes into account the quality of the ad, the bidding amount and the expected clicks depending on these factors Google would determine where to put the ad.
57.How does Google ads bidding work ?
Ans. Google ads bidding process helps in determining the actual position of your ad and it also determines your ad rank, with the maximum bid times quality score. The highest ad rank gets the no.1 ad position on the SERP. The actual CPC will be determined by the ad rank for the next highest ad below you divided by the Quality score on your ad.
The one and only rule is when you are the only bidder or the lowest bid in the Google ads auction.Then you pay your maximum bid per click! Google ads Bidding heavily penalizes advertisers who bid with low quality scores. And those with High-Quality Scores get higher ad ranks and lower CPC.
58.What level of control does the advertiser have on the audience's demographics on Display and Video Campaigns?
Ans. They have below control for the display and Video campaigns .
Gender, Age, Household income, Parental Status
59.Consider a scenario where your client is calling you up, asking if it's possible to update your Search ads with the keywords in your ad group that caused your ads to show. How would you respond?
Ans. The client's requirement can be met using Dynamic Keyword Insertion for Search ads.
This can help make your ads more relevant to users searching for what you offer.
However, DKI will trigger only if the search query is less than or equal to 30 characters post which the default ad copy will be served.
60.What are the different types of Google Audiences for Display and YouTube Ads?
Ans. Detailed Demographics, Affinity & Custom Affinity, In-Market and Custom Intent Audiences, Life Events, Remarketing and Similar Audiences
61.Consider a client who emails you a list of locations within Bangalore from where their business has seen substantially huge numbers of bookings and asks you what can be done to specifically target these locations. What is your response?
Ans. Bid enhancements can be leveraged for Display, Search and Video campaigns whereas bids can be increased/decreased for Particular locations of choice.
Locations from the list, can be targeted with increased bids proportional to the number of bookings.
62.A scenario where a client wants to capture the Medium,, Source, Campaign name, and ad group name whenever an ad redirects the user to the landing page. What solution can you provide the client with?
Ans. Tracking templates with multiple UTM parameters can be leveraged to pass multiple data points to the landing page.
This template can be implemented at the campaign, ad group, and ad level depending on the use case.
The data passed along with the tracking template can be viewed using tools like Google analytics.
63.What are the steps that you would take to optimize your display campaigns after getting feedback from the client that display campaigns are resulting in poor quality leads and the cost per lead is gradually increasing?
Ans. The initial steps would be checking if irrelevant demographics have been excluded.
>> Ensuring non-performing audiences are paused.
>> Segmenting the campaign into mobile and desktop specific campaigns.
>> Excluding non-performing placements and irrelevant placements.
>> Creating a separate campaign focussing on multiple premium websites only.
>> Revisiting creative strategy and communication.
64.Testing ads are important, but how do you know when it's time to conclude a test and leverage the results?
Ans. There is never a set answer to this question, But any test should start with defined testing metrics as well as time and quantifiable data.
Let us take a look at an example :- It does not do us any good to set the goals for the acquiring data then reach those goals after only 2 days. We need a trial period that extends through different days of the week to show us how an ad performs based on differences in user behaviors.
Normally speaking, a test period of at least a week that gives us 1000-2000 impressions and a couple hundred clicks is sufficient for the ad group, even if there is not a clear winner.
65.How can Google Shopping drive more sales and traffic?
Ans. This is a common google shopping ads interview question. You can do the following to increase sales and traffic –
>> Optimize your product titles
>> Include product reviews and ratings
>> Use quality images
>> Include google shopping ad extensions
>> Use a negative keywords strategy
66.On what grounds can Google reject your ad?
Ans. Here are the below topics to consider when.
>> Your Google ad can be rejected if –
>> You're not 18 years of age.
>> There is inappropriate content on your website.
>> Using Branded words in Headline & Description
67.What do you mean by brand modifier in google ad words ? How can one denote a broad match modifier ?
Ans. A brand modifier is a tool that helps the advertiser provider to create keywords that can have more reach to target audience as compared to the phrase match Including modified broad match keywords into the advertisement campaign can help marketers to make it relatively easier to get more and more clicks conversions at minimal ROI.
Broad match modifier can be denoted with the help of putting a plus sign in front of one or more than one word in broad match keywords. It has become extinct since June 2021
68.Explain the importance of the impression share metrics?
Ans. Impression share metrics are the rate of an impression of the total eligible impressions for a particular ad. These can be calculated using several major factors such as targeting setting's approval status.
This data can be accessed for a campaigns ad groups, products groups and for given keywords.Impressions share metric is one of the most important ways to elaborate on whether the ads will contain a reach of a greater number of people if the budget or bid is increased.
69.I work at a digital marketing agency. How Can I Improve My Client's Google Ads Performance Grader Score?
Ans. Consider the advice of Stefan van Vliet, co-owner of Dutch agency Compass Online Marketing, who completed the second interview in our second series of ongoing interviews with those who received high scores with the Google Ads Performance Grader.
In our full interview with Stefan, he explains some of the mistakes he made early on when first beginning his campaigns:
“I chose to set the budget to virtually limitless and tried to optimize our campaign while running, but just couldn't keep up (and honestly didn't know what I was doing). So only 1 week and almost €10k in losses later I pulled the plug. So for an extensive lesson in ads management: always test before you allocate serious budgets.”
Stefan explains his company's successful Google Ads strategy:
>> Get sufficient data by bidding high and getting in spot #2-3 (above organic results).
>> Keep track of conversionsKeep track of conversions, cost per conversion and value per conversion (using conversion tracking with dynamic value tracking).
>> Adjust bidding to meet a cost per conversion which is roughly 50% of the value per conversion.
>> Optimize ads and try to improve conversion rates.
>> When asked for his advice for low-scoring marketers, Stefan suggests to:
>> Leverage negative keyword lists
>> Split campaigns on a low level
>> Leverage advanced CPC bidding in Google Ads.
>> Use the comments function within Google Ads Editor to make notes of what you do.
70.What are some Google ads Best practices ?
Ans. In addition to a full report of your current Google Ads account performance, you'll get actionable tips on how you can improve your score. These best practices for Google Ads account management include:
>> Filtering out wasteful, irrelevant clicks and non-converting traffic with negative keywords
>> Maximizing relevance across your campaigns for higher Quality Scores.
>> Raising click-through rates with strong keyword, text ad, and ad group targeting and organization.
>> Practicing regular, active account management and optimization.
>> Expanding and refining your campaigns with long-tail keyword research
>> Testing multiple text ads to optimize CTR, conversion rate and cost per conversion.
>> Creating unique, targeted, well-designed landing pages for each ad group.
>> Making use of the modified broad match option and other settings that improve targeting.
>> Leveraging Mobile PPC features like call extensions and sitelinks to improve conversions.
71.Is there a way to find out the exact keywords visitors are using when accessing my website?
Ans Yes, Google ads has a Search Terms section where you can see the actual search queries your visitors used before clicking on your ad. People often get confused about the difference between ads Keywords (the keywords you choose to target in ads) and ads Search Terms (what people are actually searching for).
When using broad match or phrase match keywords in ads, you actually open your campaign to a wide range of Search Terms that somehow relate to those keywords, but that don't necessarily exactly match your keywords.
72.What's a good way to optimize your Google ads campaign's keywords?
Ans. Google ads's Search Term section gives you real-life search behavior, which means you can figure out whether your ads Keywords are being triggered by the right type of searches.
You can give the example of a car rental service who uses broad/phrase match for a specific car brand, and who ends up exposing their ads to people who are actually looking to purchase that specific car model rather than renting it.
The Search Terms report would inform you about those search queries that include words such as “buy” or “purchase”, so you may filter them out from your Ad Groups (either by using negative keywords, or by focusing on exact match).
73.Could you please brief on what Google displays ads?
Ans. Even though the term Display ad might be unfamiliar to you are almost certainly familiar with display ads themselves. They are the visual based ads you see while reading an article on the best blog, watching the video on youtube or using the mobile app.
And appropriately the google display ads have been served on the google display network -a network of over two million websites and the apps that reaches somewhere in the ballpark of 92% of internet users.
Such an immense potential for reach is the definition of a double-edged sword. True—you have the power to introduce your brand to tons of relevant consumers. But you're also liable to introduce your brand to tons of irrelevant consumers.
74.What is search advertising in google ads ?
Ans. Search ads is also known as the text ads it is very effective its always based on the explicit need of the users rather than on implicit information about what they are looking for. This naturally been increases the likelihood for the conversion and clicks.
Google is the world's largest Search engine provider for any search ads. Its ads service allows companies offering products and services to pay for their ads based on the queries of Internet users entered into the search box.
It is quite simple when your results page loads, there are certain ad boxes with relevant ads displayed next for the organic results.
Businesses which advertise in the search results are not charged until somebody clicks on one of their ads, which explains why it's known as “pay-per-click” (PPC) advertising. Typically, this advertising technique is offered by search-engine companies.
75.What does device targeting in video ads mean?
Ans. Device targeting allows you to target your ads to people based on the device they're using.
Setting device targeting
You can set targeted bid adjustments for tablets, mobile phones, and desktop computers. By clicking “Devices” in the page menu, you can set your ads to target specific devices:
Computers: These are desktop or laptop devices with screens larger than 7″ in diagonal.
Mobile: These are hand-held devices that include a phone.
Tablet: Tablets are mobile devices that don't necessarily include a phone.
TV screens: These are devices that stream TV content such as smart TVs, gaming consoles, and connected devices like Chromecast. This targeting option is only available for Display and Video campaigns.
76.what is manual placement in google ads ?
Ans. Show your ads on specific placements you choose: You can hand-pick placements to run your ads on YouTube and the Display Network with placement targeting. For example, if you sell travel packages and want your ads to appear on a particular website or page about travel, add that website or page as a placement.
77.On what basis do you write a headline on google ads ?
Ans. People are most likely to notice your headline text, so consider including keywords that people may have entered in their Google search. Your text ad consists of 15 headlines where you can enter up to 30 characters each to promote your product or service.
78.What do you mean by dynamic remarketing & its types ?
Ans. Dynamic Remarketing allows you to show ads to people who have previously visited your website or used your mobile app. Dynamic remarketing takes this a step further, letting you show previous visitors ads that contain products and services they viewed on your site.
With messages tailored to your audience, dynamic remarketing helps you build leads and sales by bringing previous visitors back to your site or app to complete what they started. Learn how to set up dynamic remarketing for your website visitors, and your app users.
The below is the list of remarketing campaigns.
>> Dynamic Remarketing
>> Standard Remarketing
>> Remarketing list for search ads
>> Video Remarketing
>> Email Remarketing .
- What are the benefits of Google Ads?
Ans. Google ads give infinite benefits to name a few here are a few benefits of using Google AdWords –
- Google ads have Forecasting
- Google ads Are Measurable
- Google ads Are Flexible
- Google ads Are Faster than SEO
- Google ads Are (Usually) Easier than SEO
- Google ads Are Taking Over the SERPs
- Google ads Formats Can Be More Engaging than Organic Results
- Google ads Traffic Might Convert Better than Organic Traffic
- Google ads Enable & Pause your ads
- Tackle Your Competitors better on search engines
- Amazing reach
- Campaign success measurability
- Good targeting
- Control over budgets
- Significant increase in conversions
80.What is masthead ?
Ans. With YouTube Masthead, you can showcase your brand, product, or service in a native video-based ad format that appears in the YouTube Home feed across all devices. YouTube Masthead is ideal for people who want to: In this article, you'll learn about YouTube Masthead assets, technical specs, and reporting tools.
Use this format when you want to drive awareness for a new product or service or reach a massive audience in a short period of time.
- Masthead ads are only available on a reservation basis through a Google sales representative.
- When you want to pay based on the number of impressions (also known as cost-per-thousand impressions) or per day (cost-per-day).
- Reservation campaigns also let you buy impressions at a fixed rate.
- Google sales representatives can also provide you with a campaign performance report and help you with targeting changes for your campaign.
Keep in mind that reservation campaigns have minimum spend requirement
Buying Reservation Advertising
- A CPM campaign has to be booked and creative assets need to be delivered for implementation at least 3 business days before the campaign start date.
- A CPD campaign has to be booked 3 weeks in advance, and creative assets need to be delivered 3 business days in advance.
81.What is standard remarketing in google ads ?
Ans. It has been one of the default versions of remarketing which always show generalized ads for your recent audience. Could be a successful announcement's tool especially when it comes to remarketing to other users
As it's been a more generalized form for the remarketing , It will not provide as good results as given by the Dynamic remarketing.
82.Why is the landing page important in Google ads ?
Ans. Landing page relevance plays a large part in how Google Ads calculates your Quality Score. The more relevant your landing page is to your chosen keywords, the higher your Quality Score will be. Improve your Quality Score to get your ads ranked higher and the less you'll need to pay per click.
Landing pages convert more traffic because they are focused on one goal or call to action by providing information about a specific offer or item. It has limited navigation, and the simplicity keeps a visitor focused on the goal rather than being distracted by multiple links taking them away from the page.
83.How does Google Ads generate responsive search ads?
Ans. In google ads mixes and matches headlines and description lines that have been provided. Let's assume we have entered multiple headlines and descriptions while creating the responsive search ad, and over time, Google ads will automatically test different combinations and learn which combinations perform best.
After you enter headlines and descriptions, google ads assembles the text into multiple ad combinations in a way that will avoid redundancy, different from expanded text ads.
84.What is IP exclusion in google ads?
Ans. The IP exclusion list allows users to manually enter the IP addresses of users who they don't want seeing their ads. Anyone who's on the list won't be able to see any of your ads and therefore won't be able to click them.
- Sign in to your Google Ads account.
- In the page menu on the left, click Settings.
- Select the campaign you'd like to exclude IP addresses from.
- Click to expand the “IP exclusions” section. …
- Enter the IP addresses you want to exclude from seeing your ads.
- Click Save.
85.Mention in Google ads those options, which can't be changed after creating an account?
Ans. Advertisers have to be extremely careful while creating the ads account of their clients. Once the account is made, there are few options, which cannot be edited or changed. These include Time zone and currency. Time zone and currency are used to determine how you are billed.
86.Mention what are the types of Keywords?
Ans. There are five categories of keywords:
Broad match – These keywords let you reach the widest audience possible.
Broad modifier – It lets you have a wider audience reach but also ensure better control than broad match.
Phrase match- “Your ad will only appear when a user puts your key phrase in the exact order you enter them, but there might be other words either before or after that phrase.
Exact match- these are the most specific and restrictive keyword type.
Negative keyword- it is used when the advertisers do not want to display their ads in specific keywords.
87.Difference between call and call out extension in google ads?
Ans. Call extension allows you to place a phone number on your ad, allowing people to call from results and expands your ad space.
Callouts are add-ons you can use to bring more attention to your ads with phrases like “24/7 Service” or “free shipping”. It gives you more space to spice up your offer, take up more space and enhance your ads. Most businesses use call out extensions to talk about their unique selling proposition.
88.Is it necessary to change the landing page for every keyword?
Ans. It depends on the adgroup and campaign that you run, most advertisers don't do this, but if google ads warns you for a poor quality score of any keyword, then you have to think about creating a separate landing page for that specific keyword.
Select the campaign – go to adgroup – select the adgroup where the list of keywords will be shown – pick that individual keyword and click on edit – select that kw which has low QS.
89.What Are The Potential Benefits Of Google Ads?
Ans. “Due to growth in the digital space, the majority of businesses and customers are online. Customers first research their products and services online. As a business, you will lose out if you have not digitized your services and products. Google is the main search engine customers will use in finding the products or services they need. Google Ads are likely to offer you amazing reach as it may target a wide audience. You can easily measure the success of the campaign based on the results gained. They are also easily customizable to the target audience. Google ads can help control the budget because you can set your budget and decide where your ads should be placed for maximum reach. They also give a significant increase in sales conversion rates as opposed to other platforms such as social media sites. As a company, you are likely to generate more sales via these ads as opposed to normal social media advertising.”
90.What Is The Difference Between Clicks And Impression?
Ans. “Impression measures the number of times that targeted users see your ads. It measures the reach of your ad. Clicks on the other hand measure the number of times the targeted users visit your website from clicking on the ad. Clicks show the number of users who clicked the ad and visited your website.”
91.How Does The Quality Score Affect Ad Position And CPC?
Ans. “A higher quality score means the ad will rank higher therefore it is directly proportional to the ad position. It is however indirectly related to the cost per click. A higher quality score means the ad position is higher and the cost is lower. This means the business with a higher score will get better reach and generate higher revenues.”
92.How Do You Improve Ad Position?
Ans. “You can utilize several strategies to improve the ad position. For example, you can increase the quality score so that the ad can rank higher. You can also increase the bid amount so that the ads can be placed on top of the page in the search engine. You can also use relevant ad extensions and create better and more user-friendly landing pages. You can also ensure that the picture quality is excellent and keep a relevant level of keywords such that the ads can rank higher. This will be something that you keep adjusting until you get the correct mix that generates better returns for the business.”
93.What Will Be Your Strategy To Create A Successful Campaign?
Ans. “I will conduct my research first on the campaigns that have realized the best sales in the past and the target audience of the new ad. I will also strive to understand my target audience better and the things that will entice them and therefore make the advertisement successful. I will put a plan in place for how the campaign will be run and assemble all the resources necessary for its success. I will also ensure that there is enough time to consult with the necessary stakeholders. I will ensure that the keywords used are optimum to generate great results for the business. I will also ensure the campaign is done on time to ensure that maximum return is generated.”
94.What does CPI mean?
Ans. If the checkbox to set a bid is checked, this is called a target cost per install (Target CPI) campaign. It lets you choose how much you're willing to pay to acquire a new user for your app. When you set your bid, you're telling Google Ads the average amount you'd like to spend each time someone installs your app.
95.How to make your ad more unique? What is the ad strength?
Ans. Add headlines View ideas
Include popular keywords View ideas
Make headlines unique View ideas
Make descriptions unique
96.What is ad rotation in Google ads?
Ans. The “Ad rotation” setting allows you to specify how often you'd like the ads in your ad group to be served relative to one another. If you have multiple ads within an ad group, your ads will rotate because no more than one ad from your account can show at a time.
Optimize: Prefer best performing ads
Do not optimize: Rotate ads indefinitely
97.What is language targeting in google ads?
Ans. Language targeting allows you to choose the language of the potential customers you'd like to reach. We'll show your ads to customers who use Google products (such as Search or Gmail) or visit sites and apps on the Google Display Network (GDN) in that same language. Google will not allow new websites and apps to use Google Ads, if the site is not in one of its 49 supported languages, The list of 49 approved languages includes 27 European languages, around 20 Asian languages.
98.What is the purpose of Website traffic goal?
Ans. The major purpose of this goal in google ads is to bring sufficient audience who are interested in your business category, In Google Ads, you can also create a campaign using the Website traffic goal, which recommends settings and features to help you drive interested customers to your website. Using this campaign goal, you can build a list of site visitors you can reconnect with later.
99.What are the greater benefits audience targeting in google ads?
Ans. You can add audience segment targeting to ad groups and reach people based on who they are, their interests and habits, what they're actively researching, or how they've interacted with your business. Your target audience refers to the specific group of consumers most likely to want your product or service, and therefore, the group of people who should see your ad campaigns. Target audience may be dictated by age, gender, income, location, interests or a myriad of other factors.
100.What is Content exclusion in google ads?
Ans. Content exclusion settings let you opt out of showing your ads alongside certain categories of websites, videos, and mobile apps that may not be appropriate for your brand or serve your advertising goals.