Many business organizations are shifting their focus from traditional marketing to digital marketing because of its reach and connectivity across borders. Moreover, with the introduction to digital marketing, big brands, that used to run huge ad campaigns in newspapers and tv, have shifted their focus to digital marketing. Google AdWords, Facebook ads, e-mail marketing, and content marketing are some types of digital marketing gaining momentum in recent times.
Among these, Google AdWords or pay-per-click (PPC) is a digital marketing tool often used by brands to gain maximum traction. It is a type of digital marketing that uses the search engine’s (Google’s) ecosystem to run and track promotion and marketing campaigns. The demand for Google AdWords specialists is increasing by the day, and so is the number of individuals aspiring to enter the industry.
To survive in this competitive ecosystem, you have to be prepared to give your best, irrespective of the circumstances. Therefore, to guide you through, we’ve put together a few of the commonly asked Google AdWords interview questions and answers that will come in handy while preparing for the interview.
Top PPC Interview Questions and Answers
What is a PPC marketing campaign?
Pay-per-click (PPC) marketing campaign is a digital marketing tool that uses a search engine or other online websites to promote a service or product. The ads that appear on the top of the google page, for instance, are a great example of PPC. It is an excellent digital marketing strategy to drive traffic to a product or service’s website or landing page. Therefore, many brands opt for a PPC marketing campaign to drive traction to their website and social media pages
What are Google Ads, and How does it work?
This makes for an important Google Adwords interview question. You can answer this in the following way:
Google Ads is a digital marketing tool that uses a search engine as a promotion medium to advertise products and services. Google’s advertising programme helps brands reach their target audience without a hassle. The programme also helps track and monitor traffic and their habits towards a product or service. As a result, Google Ads are popular among brands who want to reach their target audience in a short time.
Google Ads has a set of rules and regulations that are mandatory to follow to reap the best results. To understand how Google Ads works, you need to be well-versed with paid search, bidding strategies, keyword research, and other concepts. Besides understanding the concepts mentioned above, a digital marketer must also know how to formulate content for google ads because engaging content drives traffic. So, develop content keeping in mind Google’s rules to perform better.
What are the different types of Google Ads?
There are seven types of Google Ads: Google Search Ads, Google Display Ads, Remarketing Ads, Mobile Ads, Banner Ads, Email Ads, and Video Ads. Read about different types of Google Ads in detail here:
- Google search ads
Google search ads are the commonly used promotional tool. They are also called AdWords Ads and are summarized as ads that appear on the search results of Google. They work on the fundamental principle of keywords: whenever someone posts a query on the search engine, it displays ads correlating to the keywords mentioned in the query.
- Google display ads
The ads you see on different websites, blogs, and YouTube are called display ads. These ads work on a complex fundamental that takes data from your browsing history to display ads.
- Remarketing ads
Remarketing ads are one of the most talked-about google ads in recent times. Remarketing ads are summarized by targeting users who just visited a product or service’s website. These ads help in developing brand loyalty and high customer engagement.
- Mobile ads
Ads that you see on a mobile device are known as Mobile ads. They can appear on gaming applications, social media websites, or other mobile applications.
- Banner ads
The ads that are shown at the top, bottom, or side of a google search page are Banner ads. These types of ads are used to increase brand awareness and optimize sales.
- Email ads
The ads that are sent through email are known as email ads. These ads have enthralling content that engages users and compels them to click on the ad.
- Video ads
Video ads are a popular marketing tool that has gained momentum in recent years. These ads use video content to promote a product and service. As a result, video ads ensure maximum customer engagement and reach.
What is the use of Google ads?
Google ads are an active part of digital marketing strategies these days. Many brands incorporate Google ads or PPC campaigns into their digital marketing plan for better results. Here are some of the advantages of Google ads that you can talk about while answering this Google Adwords interview question:
- Google ads have a high reach and higher conversion rate than other digital marketing tools.
- It is cost-effective.
- Google ads help in targeting potential customers with their advanced algorithm.
- Google ads are measurable and scalable, which makes evaluation easy.
What is a Google quality score?
A quality score is a rating system that is rewarded for every ad posted on the search engine. The score is given on a scale of 1 to 10 and on factors like relevancy of keywords, click-through rate, landing page quality, content relevance, website performance, etc.
The quality score also determines the relevancy of ads in the user’s interface, and therefore it is an important part of the Google ads ecosystem. In order to impress the interviewer with your answer to this straightforward Google Ads interview question, go through all the above-mentioned factors thoroughly.
What is the difference between clicks and impressions?
Impressions and clicks are often used interchangeably by novice marketers. However, they are different terms often used in Google ads. Impression means the times a user sees an ad while surfing the internet. Meanwhile, click is the number of times the target audience clicks on an ad. Both these phenomena are used to measure the reach and effectiveness of a Google ad.
Such a precise and clear-cut answer to this Google Ads interview question will help you win your interviewer’s attention.
What role do keywords play in Google ads?
Keywords are the backbone of Google ads. They act as a bridge that connects a brand to its target audience. So, what are keywords? They are phrases or words that brands use to drive audiences to their websites. Google ads have tools like Keyword Planner and others that help brands find relevant keywords and use them in their ads to drive traffic to their product or service’s website or landing page.
How to measure or track conversion in Google ads?
There are numerous ways of tracking lead conversion in Google ads. You can talk about the following methods while answering this Google Ads interview question:
- By using a unique tracking code given to every website while formulating Google ads.
- By using the view-through option, brands can gather information about users who saw ads but did not click on them.
- Brands can understand when users click on their ads and visit their websites by using tools and analytics options.
- Brands can track people who install their applications on their mobile devices by using firebase.
What is an ad position, and how to improve it?
Ad position is how a brand’s ad appears on the search engine about other ads. For instance, if a brand’s ad position is one that indicates it holds the highest position on the Google search page for a particular query. Brands devise different strategies to ensure that they remain on the first page of every keyword they bid for; often, they fail to achieve their target. However, there are different ways to improve a brand’s ad position on the Google search page. You can talk about the following ways:
- Increase Google’s quality score
- Focus on relevant keywords and ad extensions
- Building a responsive landing page
- Including the right amount of keyword volume in ads, landing pages, and websites to drive traffic
- Creating different landing pages for each ad
Why did you choose to be a Google AdWords or PPC professional?
Whenever the interviewer asks this question in a Google Adwords interview, they try to understand your reasons behind choosing Google AdWords or PPC. They will align your answer to their company’s mission and vision. Therefore, align your answer to that the company’s goals and objectives to increase your chance of bagging the job.
There could be follow-up questions that might include why you studied Google AdWords, the challenges you face as a Google AdWords specialist, etc. So, prepare answers for these common Google AdWords interview questions beforehand.
In the last part of the article, we will discuss how digital marketing certification courses can increase your chance of getting a prestigious job.
Digital Marketing Certification Courses
Digital marketing is a vast field, and the bachelor’s and master’s courses only offer a glimpse into the marketing industry. Therefore, taking digital marketing certification courses increases your chances of getting a prestigious job and developing important skills required to excel at work. Emeritus offers certification courses for working professionals as well as other individuals. They have numerous digital marketing certification courses that offer insight into various concepts. So, without any further ado, enrol yourself for one of Emeritus’s digital marketing certification courses to skyrocket your career.