AtoZ Google Ads Interview Questions & Answers

Q1. What are Google Ads?

Ans. Google as a search engine offers paid advertisement services that appear on the SERPs (search result pages) and also on other websites through their AdSense program and the Display Network. 

Q2. Which model does Google Ads work on?

Ans. Google Ads leverage the PPC or pay-per-click online system. 

Q3. What are the benefits of Google Ads?

Ans. Here are a few benefits of using Google AdWords – 

• Amazing reach
• Campaign success measurability
• Good targeting
• Control over budgets
• Significant increase in conversions

Q4. What is PPC (Pay-Per-Click)?

Ans. PPC is an abbreviation for pay-per-click ads which involves charging the user for every click on your ad on a search engine.

Q5. What are Ad extensions on Google?

Ans. An ad extension is a feature that displays additional information along with your ads such as your contact number, address, store rating, reviews, or more site links.

Q6. What is a brand modifier in Google Adwords?

Ans. A brand modifier is a Google AdWords tool that helps advertisers identify keywords that can have more reach than the phrase match set of keywords.

Google Ads Interview Questions & Answers: For Freshers

Going for a job interview with little or no experience? We have a list of PPC interview questions and answers for freshers.

Q1. How many ad groups or campaigns can you create on Google Ads?

Ans. A single Google Ads account can have about 10,000 campaigns.

Q2. What is a Google ad rank?

Ans. Simply put, a Google Ad Rank is a value used to determine the position of your ad. It gauges whether your ad is eligible to rank or not. 

Q3. Explain what Google Quality Score is?

Ans. When users search for your keywords, Google provides a Quality Score for the user experience that your advertisements and landing pages provide the user with. The score is represented on a scale of 1-10 and an ideal Google Quality Score is between 8-10.

Q4. What are the character limits for the ads in Google AdWords?

Ans. You can use up to 90 characters for each description in Google Adwords.

Q5. What is CTR?

Ans. Click-through rate or CTR in Google Ads is the rate at which users tend to click on your ad. It is calculated by the number of impressions an ad received and how many times the ad was clicked.

Q6. What is the character limit for a destination URL?

Ans. The character limit for a destination URL is 35 characters. 

Q7. In Google Adwords, what does the automated bidding option do?

Ans. The automated bidding option in Google Adwords helps you to reach your goals with minimum effort. Instead of bidding manually, there is an automated feature that’ll help you bid and you can focus on other things. 

Q8. What are clicks?

Ans. Every time a user clicks on your ad and goes to the landing page, it is called a click. 

Q9. What are impressions?

Ans. An impression is every time your Google ad is displayed on a search engine or on any other website. The term ‘Impr’ is short for impressions in your Google Ads account.

Q10. What should the ideal length of the destination URL be?      

Ans. 1024 characters are the recommended character limit of the destination URL. 

Google Ads Interview Questions Answers: For Experienced Professionals

Listed below are a few common Google AdWords interview questions and answers for experienced professionals.

Q1. 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 

Q2. What do you mean by frequency cap?

Ans. Frequency cap is a feature in Google Ads that prevents the same person from seeing the same ad time and again.

Q3. What kind of ads can you run using Google Ads?

Ans. There are about 5 types of ads that you can run using Google Ads-

• Google search ads
• Display ads
• Video ads
• Shopping ads
• App campaign ads

Q4. What is a conversion optimizer in Google Ads?

Ans. Google Ads conversion optimizer is a tool that can help with the most number of conversions possible at a particular target cost per acquisition. Instead of bidding manually and generating conversions, this is an automated optimizer that adjusts bids.

Q5. How can you improve conversion rates?

Ans. Here are a few ways you can improve your conversion rates –

• Have a strong CTA
• Include pop-ups
• Have seamless navigation for your website
• Add chatbots
• Add testimonials and verified reviews

Q6. How can you measure the ROA (returns on ad spending)?

Ans. It is very simple to calculate the ROA of a campaign. You divide the revenue generated by the cost of the ads.

Q7. On what grounds can Google reject your ad?

Ans. 

• Your Google ad can be rejected if – 
• You’re not 18 years of age.
• No privacy policy on your website
• There is inappropriate content on your website

Q8. Explain the impression share metric.

Ans. Impression share is basically the percentage of impressions your ads received over the total number of impressions your ad could’ve gotten ideally.

Q9. What is the significance of the Search Term Report?

Ans. A search term report displays all the queries that are directing users to your website. With the help of search term reports, one can find new keywords that can be more effective.

Q10. What is a phrase match?

Ans. It is a keyword matching option in Google AdWords which appears when your audience types the exact same phrase as your keywords. There might be varying words that your audience might use before and after the phrase.

Q11. What is the difference between CPM, CPV, and CPC bidding?

Ans. This is a very commonly asked question for any Google ads interview.

• CPM – Cost per thousand impressions, irrespective of the number of clicks.
• CPC – Cost per click. The amount you pay per click. 
• CPV – cost per view. When advertisers pay for every unique view by a user.

Q12. What are the types of keywords? 

Ans. Broadly, there are 5 key categories of keywords – 

• Broad match – These keywords have the widest audience
• Broad modifier – These keywords have a slighter narrow reach than broad match keywords
• Phrase match – Your Google ad will appear to those who punch in this exact phrase in a search engine. There can be a combination of other keywords before and after this phrase.
• Negative keyword – When advertisers use a completely different set of keywords
• Exact match – These are the most specific range of keywords

Q13. How can you track conversions?

Ans. On Google Ads, you can track conversions by using a tracking code provided by AdWords and then modify the code unique to each particular platform. 

Q14. What is a Google Ad API?

Ans. A Google Ad API enables developers to build an application that links with the Google Ad servers. You can automatically generate keywords, reports, landing pages, and more.

Q1) Explain what is Adwords?

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.

Q2) Explain how Adwords work?

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.

Q3) Explain why to use Google Adwords?

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.

Q4) Explain what is Ad rank?

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

Q5) Explain how does Ad rank impact Cost-Per-Click?

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

Q6) Explain how does a Google auction work?

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.

Q7) Explain what gets entered into a Google Account?

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.

Q8) Explain what is Google Quality Score?

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.

Q9) Explain what is an ad group in Google Adwords?

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.

Q10) Explain what is conversion optimizer in Adwords?

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.

Q11) Mention some of the Google Adword Ad Extensions?

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

Q12) Mention in google Adwords that options can’t be changed after creating an account?

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

Q13) Explain how you can 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.

Q14) Mention what is the limit set for the number or characters for Adwords ad?

Limit for Adword is

• Description line 1st : 25 characters
• Description line 2nd: 35 characters
• Destination URL: 1024 characters

No images are allowed in URL.

Q15) Explain what is the meaning of CTR and how you can calculate?

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.

Q16) Mention what are the type of Keywords?

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

Q17) Explain what is Google Ad API?

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.

Q18) Mention what all things can be done using Google Ad API?

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

Q19) Explain how you can track conversions in Google Adwords?

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.

Q20) Explain what are the other two options for bidding other than C-P-C?

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

What is PPC marketing?

PPC stands for pay-per-click marketing. It is a marketing strategy designed to drive traffic from search engines or other websites to a company’s website. The advertiser is paid when someone clicks on the ad. Hence, the payment is made per click.

What is Campaign Management? 

Campaign management refers to the process of creating and managing an advertising campaign for a company on Google AdWords. The responsibility of the campaign manager is to manage the entire campaign and to prove the best return on investment (ROI).

What is Google AdWords? 

AdWords is a Google advertising service that allows businesses to display their ads on Google’s search engine and advertising network. The company’s ad will appear when the user searches for particular keywords that are linked to the product or service that the company is offering.

How does AdWords work? 

AdWords works under a bidding system: the higher the price of the ad, the higher it’s ranking. Companies advertising on AdWords pay the quoted amount only when people click on their ad.

Why is PPC an essential part of online advertising?

PPC is important because it shows results much faster than organic campaigns that integrate search engine optimization techniques (also referred to as “natural search”). PPC helps companies reach the right customers and is also useful in marketing products that otherwise may be difficult to find. 

Why should people use Google AdWords? 

The traffic generated via Google AdWords is worth much more than the millions of other surfers who visit a site. Traffic generated via pay per click links is more focused on the people who know what they are searching for, making such traffic more valuable.

What is the actual cost per click?

The actual cost per click (CPC) for advertisers is determined at auction and is not visible, but maybe less than your maximum CPC bid. This is because you only pay what’s required to beat the ad rank of the nearest competitor below you. The equation for determining CPC looks something like this: CPC = (Ad rank to beat / Quality score) + $0.01. However, the average CPC can be seen.

What is Ad Rank?

Ad Rank is the position of a particular ad on the Google page, determined by the bid placed on the keyword for that ad. The quality score will determine the ad rank.

What is Quality Score?

Google will rate the ad based on the keywords used and the design of the PPC ad. This rating is called the quality score. It depends on various factors such as keyword relevance, ad text relevance, and the landing page quality. The higher the quality score, the better the chances of the ad being at the top of the list.

How does Quality Score affect ad position and CPC?

The quality score is directly proportional to the ad position and indirectly proportional to the CPC. If the quality score is higher, the position will be higher and costs lower.

Does the Google Page Rank of the landing page affect the Quality Score?

The quality score is not related to the Google page rank of a landing page.

Is PPC only appropriate for big brands?

No, businesses of any size can utilize the benefits of PPC. The most important aspect of a PPC campaign is to find the right keywords that are relevant and targeted.

What are the settings that can’t be changed once an ad in an account is created?

After account creation, the currency and time zone may not be altered. This is why the details have to be filled in very carefully.

What is the Google Ads double serving policy?

The Google Ads double serving policy states that an advertiser can’t use different accounts to advertise the same keywords or websites. Google enforces this policy to avoid showing ads of the same company to the users. Instead, they can view ads by different service providers and then choose.

How can conversion rates be improved?

Conversion rates can be improved by creating ads that perfectly match with the keywords. Tightly themed ad groups should be designed so that the target audience is directly sent to the best landing page. Conversion rates will also improve if the landing page quality is improved.

What is the limit of characters used in a PPC ad?

A standard ad can have a maximum of 25 characters in the headline and 70 characters total in the descriptions. An expanded text ad can have 30 characters, each in the first and second headlines. The description of an expanded text ad can have 80 characters.

What are Invalid Clicks, and how does Google determine them?

An invalid click is one determined to be fake, unintentional or caused by some malware. Google uses some sophisticated mechanisms and algorithms to determine such invalid clicks from any user account.

What is a Converted Click? 

Converted clicks are simply clicks that result in conversions. Google AdWords no longer track them.

What is a Remarketing Audience?

The remarketing audience is comprised of users who have visited a website. If the remarketing tag is used on the website, these users can be added to the audience list.

What are Search Terms?

The exact words that trigger your ads are called search terms.

How does the Google AdWords auction work?

Google auctions run a billion times a month. Advertisers choose which keywords they want to bid on and how much they’re willing to spend. Then they pair groupings of these keywords (ad groups) with their ads. Google aggregates these bids and determines the “winning” bid, which establishes its value.

What is an Ad Group?

An ad group contains all of your keywords, landing pages, and advertisements. If an AdWords campaign with a proper structure is created, the advertiser will be rewarded by Google. To have a better structure, the keywords should be organized into a theme. 

What is a Conversion Optimizer?

A conversion optimizer is a tool that helps in bid manipulation. It will decide which clicks will add value and can result in better returns on your investment.

List some of the Google Ad extensions

These include:

1. Call extensions
2. Sitelinks
3. Review extensions
4. Seller ratings
5. Social annotations 
6. Offer ads
7. Communication ads
8. Image and drop-down navigation ad extensions
9. Location extensions

What are the two most important factors that determine ad position? 

The most crucial factor that determines ad position is the cost per click or CPC. The second factor is the click-through rate or CTR.

How is the Return on Ad Spend (ROAS) calculated?

ROAS is calculated by sales/spend.

What is the Impression Share Metric?

Impression share equals impressions divided by the total eligible impressions (an impression is counted each time your ad is shown). Various factors are used to estimate impressions, including quality, approval, statuses, etc. The data is accessible to ad groups, campaigns, and product groups, for example, and can help you determine if it’s viable to increase your budget to reach more people.

What is the character limit of a destination URL?

A destination URL can have a maximum of 1024 characters.

What is the difference between managed and automatic placements?

You can decide the location of an ad for a managed placement. A managed ad can be placed on the location network. This option is not available for automatic placements.

What can you do if your ad gets disapproved?

When an ad gets disapproved, you will receive a notification. If this happens, you can work on the ad and fix any problems that might have caused the disapproval.

What is a Phrase Match?

Phrase match allows your ad to be displayed to target customers when they search for the exact keywords. 

Can your ad be used to link to a PDF format product brochure directly? 

No.

Which are better, broad matches with negative keywords or exact match keywords?

A broad match, along with negative keywords, will be more beneficial than an exact match keyword by itself. It will attract more traffic to your website. You will also be able to create keyword lists quickly. 

List some of the Google Ad extensions

These include:

1. Call extensions
2. Sitelinks
3. Review extensions
4. Seller ratings
5. Social annotations 
6. Offer ads
7. Communication ads
8. Image and drop-down navigation ad extensions
9. Location extensions

1. What is AdWords? 

This is almost always the first Google AdWords interview question you will face. Google AdWords is a Google advertising service which allows businesses get featured in Google search engine and Google Display Network. Google’s search engine and it’s 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.

In the Google AdWords platform, Google utilizes bidding process to decide the ad position. Users create the type of campaigns depends upon the requirement of the business.

2. What is PPC Marketing?

PPC stands for Pay Per Click, a widely popular model in which 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.

3. Explain how AdWords work?

Google AdWords uses the bidding system to rank the listings. The system determines the ad position based on the Maximum bid & Quality Score of the ad. Higher the maximum bid and Quality score, better are the chances of being on top of the page. The best-combined maximum bid and the quality score get the top position.

The actual CPC will be finalized by the ad rank of your next highest ad divided by Quality score. Once a query is requested, Google processes the request and execute the action which determines the ad positions. Advertisers need to pay only when user click their ad. So, optimizing the Quality score is vital to improve your ad rank without increasing the maximum bid.

4. Why use Google AdWords?

One of the advantages of Google AdWords over social media marketing platforms is the intent of users. As it’s a part of inbound marketing, users who are in need of a product or service click the ads and visit the website thus the conversion rate should be much higher than the social media marketing visitors. Read more about social media marketing interview questions.

The advantage of Google AdWords over organic marketing is, the number of visitors it brings in a short span of time. If a business need to quickly advertise their products/services, Google AdWords can be the best marketing platform to increase conversion. It helps you target the right customers at the right time.

Apart from the above reasons, Google AdWords is measurable, scalable, and they are taking over the SERPs and it can assist other marketing channels in conversion.

5. What is Ad Rank?

One of the important questions suggested by most of Google AdWords questions and answer guides. Ad Rank is the position of an ad on Google page and 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.

6. Explain what is Google Quality Score?

One of the most common Google AdWords interview question, Google AdWords’s Quality Score is a rating given based on multiple factors like relevancy of keywords used, Click through rate, landing page quality and relevance, ad text relevants and the historical performance of the ads account performance.

Google AdWords gives Quality score to each keyword on a scale of 1 to 10 and includes expected CTR, ad relevance and landing page experience. Basically, it’s a measurement of how relevant your ad to the user’s intent. Better the quality score, ad rank will get improved without spending more.

With the help of 1-10 score, Google conveys advertisers how well they have chosen their keywords, writing ads, and designed lading pages.

7. What is the formula to find CTR (Click Through Rate)? Does CTR help in improving the quality score? 

CTR also know 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 factor in determining the Quality Score of the ad. So, making an effort to increase the CTR decreases the overall spend. 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 their own CTRs.

Image Source

A high average CTR, when combined with other KPIs can lead to the success of the campaign. It also has the ability to affect the future campaign performance. The average CTR in Google AdWords is 2% so anything more than 2% is considered above average.

8. What is the difference between CPM, CPC and CPV bidding?

One of the most popular in Google AdWords questions and answers list.

CPM : Cost Per Thousand is the amount you pay per thousand impressions that you receive, regardless of the number of clicks you receive.

CPC : Cost Per Click is the amount you pay for each click.

CPV: is when advertisers pay for each unique user view of an advertisement or website.

It is used more on video marketing such as YouTube campaigns.

9. What is the character limit of a destination URL?

1024 characters are the destination URL’s character limit.

10. What is ad rotation? 

Ad rotation is a campaign setting in Google AdWords that automatically rotates your Google adwords 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.

How to do?

• Set ad rotation for your campaign
• Sign in to your Google Ads account.
• Click All Campaigns in the navigation panel.
• Click the campaign you’d like to change.
• Click Settings in the page menu.
• Click Additional settings.
• Chose Ad rotation.
• Choose an ad rotation method: Optimize or Rotate indefinitely.
• Click Save.

11. What is the difference between clicks and impression?

One of the very common Google AdWords interview question you should be prepared for. Impression is the number of times targeted users view your Google AdWords 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 taken to your website. This shows how many users actually used your ad to visit your website.

12. How many characters are allowed in AdWords ads?

Headline 1: 30 characters

Headline 2: 30 characters

Headline 3: 30 characters

Description 1: 90 characters

Description 2: 90 characters

Path (2): 15 characters each

Google AdWords recently made the following changes:

• Added a third headline
• 90 characters for each description instead of 80
• Added a second description

13. What is automated bidding strategy?

One of the most common question in any Google AdWords interview question and answers guide. Automated bidding is a Google AdWords big strategy that sets bids for your Google AdWords ads automatically based on how likely the impression will turn into a fruitful click or even conversion.

It helps businesses to maximize the profit for their campaigns. Google AdWords automated bidding takes multiple factors into counting like user’s device, time of the day, location, demographics and more.

With automated bids, advertisers don’t need to worry about updating the bids of keywords or ad groups. Google AdWords set a bid for each and every auction based on the above factors and decide if the ad should be visible or not.

14. What is Phrase Match?

Phrase match is one of four keyword matching options in Google AdWords which allows your ad to be visible to your targeted audience when they type your exact keywords and close variations of your keyword with additional words before or after your keyword.

For example: if your keyword is “buy shoes”, your ad will be visible to people who types “buy shoes”, “buy shoes online”, “need to buy shoes”.

Phrase match is very essential because at times, Broad match or expanded broad match shows your ad to a very wide range of audiences you wouldn’t want to show them to. On the other side, the exact match narrows the impression to people who types the exact keywords without any variations or prefixes or suffixes.

15. What are all the basic practices every new adwords advertiser should always remember?

Every landing page we make should have proper CTA such as lead form, purchase option, or whatever the business want to achieve with the campaign.

Make different ad groups based on keywords and set themes for each adgroups.

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 spend of overall budget.

Choose your keywords and negative keywords carefully and regularly monitor the performances with search terms report.

Write search ad with crisp CTA text and clear headline.

16. What is frequency capping in AdWords?

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 level. Advertiser can also segment them by month, week or day.

17. Explain Google Click-to-Call.

It helps primarily the local businesses who doesn’t have/need a website. By setting up Google click to call campaign, they can leave a phone number to which users can call by simply clicking their advertisement on Google SERP.

18. What is IP Address exclusion in Google AdWords

Again, one of the important Google AdWords interview question. 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 from.

19. What is the use of search term report in Google AdWords?

Search term report shows the list of queries that are getting visitors to your website. With the help of search term reports, you can find new negative keywords and find which keywords are more effective than the others. It helps advertisers to find potential keywords for the campaigns. Keyword list and search term lists are totally different.

20. How can you automatically include the user’s query into the ad copy?

With the help of Dynamic keyword insertion, we can user’s query into ad copy automatically included.

21. Difference between automatic and managed placements?

Manual placements give the option the choose the specific websites, location, video, apps in which you can show your Google AdWords ad.

Automatic placements is another placement method which automatically shows your ads and you won’t have the option to choose.

22. What are the first steps you should take if your ads get disapproved for any reason?

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 AdWords gave, you can find out the reason for the disapproval. Then, based on your finding, you can work on fixing the issue. At the time, you may need to make the changes in your text copy and other times, you may need to make changes in both ad copy as well as the website.

23. What are keywords in Google AdWords?

Any Google AdWords Interview Question and Answers guide won’t complete without this question. Keywords are the phrases or words that advertisers use to drive visits to their websites by bid on them on Google AdWords. With the help of Google Keyword Planner, we can find the relevant and high-quality keywords for our campaigns.

Keywords are phrases or words advertisers use to show your ads to the targeted audience. Keywords should be united based on themes and categorize under various ad groups. Keywords are the foundation of the Google AdWords campaigns. All of your efforts will go waste if you don’t select the right keywords.

24. How can you use negative keywords?

With the help of negative keywords, we can avoid being shown on certain words or phrases. For example, by adding words like “free”, you are conveying Google that your ads should not be visible on searches including the word free. We can use search terms report to find new negative keywords for your campaigns.

25. What is ad groups in Google AdWords?

Ad Group in Google AdWords is like a big container where you keep all your keywords, text copies and landing pages. Google recommends advertisers to make adgroups with tightly themed keywords. So, it is better to create multiple adgroups based on your keywords.

Google check out your ad group organization to find multiple things like what kind of message your ad will convey when it gets triggered, list of keywords your ads will show, etc.

26. How to track conversion in Google AdWords?

Following are the methods we can use to track conversions in Google AdWords?

• Google AdWords 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 option, you can find search funnels which helps you understand when users click on your ad for the first time and how many he/she was shown the ad before clicking it.
• If you want to track the phone calls, with the help of call extension, call reporting enabled settings, it is very much possible.
• To track the number of people who installs the app, we can use the Firebase.

27. How to improve ad position?

Following are the methods we can implement to improve ad position:

• Increase the quality score
• Increase the bid
• Focus on relevant ad extensions
• Better landing pages
• Make sure the relevance level of keywords, landing pages and ad copies are good
• Different landing pages for different ads

Also Read: Must Read SEO Interview Questions & Answers

28. Maximum number of campaigns and ad groups you can make in Google AdWords?

Number of campaigns you can have: 10,000

Number of ad groups per campaign: 20,000

29. What is a converted click?

Google AdWords stopped tracking converted clicks. Converted clicks are clicks that bring conversions.

30. Why did you choose to be Google AdWords/PPC specialist?

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 going to be replaced by one thus making it safe. My future value will only increase from here.

Intermediate Level Google AdWords Interview Questions & Answers

31. What are Google Ad Extensions?

Ad Extension is the additional information you find with the AdWords ads, like phone number, site links, address, reviews, etc. It improves the CTR of the ad by several percentage points and the visibility. It provides advertisers to give more information apart from the ad headings and descriptions.

Google doesn’t charge extra to show ad extensions but we can’t be sure our ad extension will be visible all the time. Google decides which extensions to show in response to each search on Google. Extension will be shown when the extension is predicted to increase the CTR and if your ad position is high enough.

It is recommended to use all Ad Extensions so the possibility of an extension showing up on SERP will get increased. Also, they give users different ways to engage with your ads. There are two types of extensions such as automatic and manual extensions.

32. Different types of Ad Extensions?

Some of the common ad extensions 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
• Callout Extension
• Click to Message Extension
• Price Extension

33. What options cannot be changed after creating an account?

After the creation of the account, currency and time zone cannot be changed. It is recommended to fill in the details very carefully.

34. How to calculate ROAS (Return on Ad Spent)?

Revenue / Cost = ROAS

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We need to divide the revenue of the campaign by the amount that is spent.

ROAS shows how effective our marketing campaign is.

35. What are the targeting options in Google AdWords?

We can divide the overall targeting methods by Audience targeting and content targeting.

In content targeting, we have the following methods:

Keywords: Keyword method is based on keywords. We select the keywords user will type to find your product or services. We can set keywords manually to reach targeted audiences.

Placement: With placement method, we just need to specify a website or part of a website. We can target websites our potential users visits and target.

Topics: Target allows advertisers to select 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 AdWords’s display expansion of search method helps advertiser 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 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.

36. Mention the different types of keyword matches

There are 5 categories:

Broad match: It allows your ad to reach as much viewers as possible. Your ads will appear whenever a user searches your keyword in however way possible. Example: for broad keyword “buy shoes”, your ad will be visible for searches such as “shoes online”, “buy sneakers”

Broad match modifier: What if you get the advantage of broad match but a backup finance advisor who restricts around particular queries that triggers your ad. That’s the function in broad match modifier. It works by appending a + sign to the specific keyword that you want to fix in specific place.

Phrase Match: This match lets your ad shows for queries for your keywords in its exact order but allows the query to have words at the beginning or at the end of the query.

Exact Match: So narrow. So targeted. Your ad will show to users who exactly search for your keyword.

Negative Match: Choose when your ad should not be shown with the help of negative match. For example, if you are showing ads about selling houses and don’t want visitors who looks for rent, use “rent” as your negative keyword.

37. What is Google AdWords Double Serving Policy?

To make the auction process fair, Google doesn’t encourage advertisers to run ads for similar businesses through different accounts triggered by same keywords. Google calls this as double serving policy. Google has banned multiple ads from the same firm from appearing on SERP.

38. What is conversion optimizer in Google ?

Conversion optimizer is an important tool from Google AdWords which helps you to manipulate bid to help you get more ROI to your campaign. It decides which click will be most valuable for the business to attain a higher return on investment. It gets the help of conversion tracking data to process the bidding process at the basic keyword level to help you get as much quality clicks as possible thus returns more conversions at specified cost per conversion.

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There are two types of CPA targeting in conversion optimizer.

Max CPA: Maximum amount an advertiser is willing to pay.

Target CPA: Flexible CPA targeting in which the optimizer targets expensive and non-expensive auctions at reaches at an average CPA target. It is the average amount you would like to pay for the conversion.

Requirement:

We need to have a minimum of 15 conversions happened in the last 30 days to have this feature.

39. Is PPC only suitable for big brands?

No. With the flexibility in Google AdWords, any businesses can start and run campaigns. There is no minimum budget and you don’t even need to own a website to run certain campaigns.

40. What are Invalid Clicks, and how does Google determine them?

Invalid clicks are illegitimate, unintentional or caused by some malicious software such as robots or some automated clicking tools use 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.

41. Can we let our ad be used to link to a PDF?

No. It’s not possible.

42. Why some agencies use broad matches with negative keywords instead of using phrase match or exact match keywords?

In this way, the ads will get more clicks and keyword list can be created quickly.

43. What are all the challenges you face in this career?

One of the important Google AdWords interview questions.

You have to be updated all the time. The industry is fast pacing and can’t afford to get outdated which is very easy state to get into if you are not alert.

In order to stand out, we need to experience all the new features, tools and find ways to utilize those for the campaigns. It can be overwhelming at times. But, it makes the job more active and put us in high alert.Top Google Analytics Interview Quesions and Answers

44. What is the actual cost per click?

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 AdWords interview questions and answers guide but you should be prepared anyway.

45. In your experience, what is the best Quality Score?

Be honest with the interviewer and share some examples of your best Quality score and how did you achieve those numbers.

46. What are all the different types of automated bidding stategies?

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 maximize clicks strategy.

• Target Search Per Location

Target search per location set bids to let your ads appear on the first page of Google SERP or in one of the top positions. You can utilize 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 AdWords 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 AdWords to adjust your manual bidding with maintains the same cost per conversion and increasing your conversion numbers.

• Target Return on Ad Spend (ROAS)

After you set your ROAS, Google AdWords set bids to help you achieve more conversion as possible.

• Maximize Conversions

This strategy helps you set bids automatically to help you get as much as conversions as possible.

47. What is Adwords Express?

It’s one of Google’s attempts to simplify the Google AdWords for users with a small budget. It is targeted towards small or local businesses who can’t afford high budget 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 AdWords and what is their goal is and the rest of the things will be taken care of by Google.

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In AdWords 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

Expert Level Google AdWords Interview Questions and Answers

48. How can we improve the landing page quality?

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
• Transparant content information and privacy policy
• Easy to navigate and understand
• Clear call of action message
• Visual imagery
• Not having too many links
• Should connect with Brand and proposition
• Simplified lead capture form
• Trust symbols.

49. What are the different types of access levels in AdWords?

The different types of access levels are: email access, read-only access, standard access and admin access.

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Google AdWords has four levels of account access:

• Email only
• Read Only
• Standard
• Administrative

Email only:

The invitee won’t be able to login to Google AdWords but can receive important mails and schedule emails with reports

Read-only:

The invitee can be able to login into AdWords and can access the reports but making changes is impossible to do.

Standard:

The invitee can 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.

Administrative:

The invitee can able to make any changes necessary, add, remove or edit users and their access.

50. What is understood by API?

Google Ad API is an advanced feature designed for big corporates, ad agencies to allow their developers to build applications that will engage directly with the Google AdWords server, which helps them utilize ads efficiently. It allows advertisers to modify ads based on their need easily.

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51. How do you think our competitors are doing and how can we face them?

Sometimes one of the most unexpected Google AdWords question. For that, you need to do your thorough research before attending the interview. Every company, big or small have 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 about the competitors’ ad strategies, their content gap, how you can fill the gap, etc. Figure out the strategies you can implement which help the business to face and outrank their competitors.

52. How do you measure Google AdWords campaign success?

It depends on the aim of the campaign. If you are attending a Google AdWords Interview of an e-commerce website, success is based on the amount spent when compared to the value of purchases made.

If a B2B campaign, it’s mostly about the number of quality leads you achieve while maintaining good ROI. So, the success of the campaign is based on the purpose of the campaign.

53. If I search my keyword but I can’t see my search result. Why would that happen?

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

54. What should be the ideal quality score for Google AdWords?

Good quality score in Google AdWords depends on what kind of keyword you are working on.

Branded keywords’ good Quality score is between 8 to 10

Low intended commercial keywords’ good Quality score is 7

High intended commercial keywords’ good Quality score is between 7 to 9

55. When do you say when a test is completed?

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, let it go through different times of the day, different days of the week to have enough amount of data in hand to come to a strong conclusion.

56. How to increase conversion rates?

Again, a common Google AdWords question. To answer follows:

Conversion rate can be increased by following methods:

• Creating ads that match perfectly with the keywords you use
• Tightly themed ad groups
• Improve Quality Score
• Optimizing landing page
• Adjusting your keyword type
• AB your landing page
• Align ad copies with landing pages
• Improving CTR of ad
• Use negative keywords

57. How better quality ads help your campaign?

Benefits of better quality ads are:

• It decreases the money you need to spend for a click
• Better ad means better ad rank thus increases the chances for ad extensions

58. Why quality of landing page is important for the success of the campaign?

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 money you spend on 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.

59. How to improve CTA in Google AdWords?

• 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

60. How do you measure the success of a Google AdWords campaign?

It is one of the general questions from Google AdWords interview questions and answers guide. I consider Key Performance Indicators are the perfect way to find 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.

61. If you feel your campaign is not producing enough good results, what should you do to fix it?

First of all, check everything is in place. ie., is your conversion tracking code is proper? Have you added negative keywords? Is your important keywords or ads are paused? Or limited by budget?

Check where is the issue. Do you have issue in getting traffic or getting conversions?

Is landing page your issue, then you need to experiment with multiple landing pages to check which is working.

If you feel your visitors are not intended, try to add more negative keywords. Find ideas for negative keywords in search trends.

If you need to increase keyword bids, and not having enough budget for it, try to increase your quality score.

If you don’t get enough traffic, remove low or no search volume keywords and add relevant and high-quality keywords. Try phrase or broad modifier if you feel your exact matching type doesn’t allow potential visitors to find your site.

62. Our highest performing keywords’ CPC is growing up continuously. What can be the reason for this and how to tackle this?

Sometimes a tricky Google AdWords Interview question. It is one of the advanced Google AdWords Interview questions and answers. Increase in CPC can be the result of increase in competition and possibly because of 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.

63. What is Remarketing?

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 AdWords, remarketing campaigns are available for both search and display. The click rate for remarketing is relatively high because they are customized and thus connects with the users more than other targeting method advertisements.

Source:

• https://www.upgrad.com/blog/google-adwords-interview-questions-answers-ultimate-guide/
• https://www.simplilearn.com/google-adwords-interview-questions-and-answers-article
• https://iide.co/blog/google-ads-interview-questions/