Google Ads PPC Interview Questions and Answers 2021

PPC stands for Pay Per Click or ( Old name – Google Adwords and new name is Google Ads ) is paid search engine marketing or online advertising platform developed by Google to advertise your product, service for branding or lead generation. In PPC or Google Ads campaign advertiser need to bid for business related keywords and he need to pay if someone clicks on his ad. This is the most effective and well known SEM technique to generate leads or promote your business in anywhere in the world. If someone is using Google Ads service then his business related ads or campaign ads shows in place ads both in the results of search engines like Google Search and on non-search websites, mobile apps, and videos.

If you are planning to give interview for PPC or Google Ads or Paid marketing position, then this questions may help you to clear interview.

1. Google Ads campaign benefits?
2. What is ROI and ROAS?
3. What are the basic metrics in Google ads?
4. What is Quality Score and how to manage quality score?
5. Types of Google Ads?
6. What is google Ad rank?
7. What is CPC, CPM and CPV biding?
8. What is Google Ads structure?
9. How many characters are allowed in Google Ads?
10. What is Keyword and Keyword match type?
11. What is frequency capping?
12. What is click to call?
13. What you will do if your ads get disapproved?
14. What is Google Ad Extensions?
15. What are the different types of automated bidding strategies?
16. Different types of access levels in Ads?
17. Some Most Important points

Google Ads campaign benefits?

1. Easy to manager from anywhere in the world
2. Cost effective
3. Track your audience (measurable, scalable )
4.  Target any location / Country / City
5. Time scheduling of ads according to your business need
6.  Target audience according to age, gender, profile, etc
7. Google ads works faster than SEO
8. You can pause / stop or Start your campaign according to your need
9. One of the best way to increase brand awareness
10. Reconnect visitors via remarketing campaign
11. Measure your ad performance
12. quickly advertise their products/services
13. Track your money spend ( There is no specific limit to start Google ads )
14. Choose bidding strategy according to your business need
    • CPC – Cost per Click : Advertiser need to pay when someone clicks on his ad. Advertiser is not going to charge if someone shows his ads in google search but not clicked that ad. This is good for driving traffic to website, Lead generation and Branding
    • CPM : – ( Cost per Thousand Impression ) – This is best way for creating a brand awareness. You will choose an amount to show your ad for 1000 people in full view. This advertising is available on Google Display Network, not the search network.
    • CPA – ( Cost Per Acquisition or Cost per Conversion) – Target CPA is a Google Ads Smart Bidding strategy that sets bids to help get as many conversions as possible at or below the target cost-per-action (CPA) you set.

What is ROI and ROAS?

ROI – ROI stands for Return on Investment . This is one of the metrics to know the performance of Google ads campaign.

ROI formula: ROI = (Revenue – Cost of Good sold) / Cost of Good sold  * 100

OR

ROI = Profit / Cost  * 100

Example –

ROAS : ROAS stands for Return On Advertising Spend This is a smart biding strategy that will help you to get more conversion value or revenue what you set ROAS.

Example:

What are the basic metrics in Google ads?

1. Average CPC (Cost Per Click )
2. Impression
3. Click
4. CTR (Click Through Rate )
5. CTR by Ad Groups
6. CTR by Campaigns
7. CPA (cost-per-acquisition)
8. CPM (Cost Per Thousand Impression )
9. Conversion Rate

Average CPC

Avg CPC or average cost per click is the the metrics to understand on an average basis how much as an advertiser we are paying for single click.

Avg CPC = Cost of Clicks / Total Clicks   OR Total Cost / Total clicks

Impression

Impression is how many times your ad is appear in google search result of Google network. OR it’s number of times your ad shown in google search result or google networks (There is no guarantee that user saw your ad )

Click

How many times user clicks on your ad is know as clicks.

CTR ( Click through Rate )

CTR is metrics which helps to understand the quality of the ad. The formula of CTR is =  Clicks /Impressions . CTR is always in percentage.

CTR by Ad Groups

An ad group in Google Ads is a group of ads that are targeting a shared set of keywords. “CTR by ad group” is simply the click-through-rate of each of your ad groups.

CTR by Campaigns

In Google Ads, CTR by Campaigns means – is the CTR, segmented by campaign, of any / all of your running campaigns.

CPA (cost-per-acquisition)

CPA is the metrics to identify like for each lead how much I am paying.

CPA = Total Cost / Total Conversion

CPM (Cost Per Thousand Impression )

For 1000 impression how much I am bidding or paying to Google.

Conversion Rate

Conversion rate = Clicks / Leads

What is Quality Score and how to manage quality score?

There are the three major things that plays an important role in quality score:

• Keywords
• Ad text
• Landing page relevancy

Now Google API allows users to download quality score information at a scale so that campaign manager can breakdown the weight of each factor impacting quality score.

Range of quality score is from 1 to 10. Where 1 is low and 10 is best or highest quality score.

When you have a good quality score or increase your quality score then:

• Your bid will get decrease
• Your average position will get increase
• CPC will get decrease

Types of Google Ads?

1. Google Search Networks
2. Google Display Networks
3. Video Campaigns
4. Shopping Campaign
5. Local campaigns ( Promote locations on many channels )
6. App campaigns ( Promote your app on many channels )
7. Smart campaigns ( Automate your campaigns )

What is google Ad rank?

Google Ad Rank is the position of ad on Google SERP which is determined by bid amount, quality, quality score, ad thresholds, the competition, the context of the user’s search and the expected impact of extensions and other ad formats.

OR another way is ad rank is value that determine your ad position in google search result and whether your ad will show at all.

What is CPC, CPM and CPV biding?

CPC – In CPC bidding advertiser will pay for each click that his ad received from Google search, ( No matter how many impression / view that ad have).

CPM – In CPM (Cost per thousand impression ) bidding, advertiser need to pay some amount when his ad have 1000 impression / views in google search ( No matter how many click that ad got)

CPV – when advertisers need to pay for each unique user view of an advertisement or website. This is more helpful or used in YouTube campaign

What is Google Ads structure?

These are the main level in Google ad: Account -> Campaign -> Ad Group -> Ad

How many characters are allowed in Google 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

What is Keyword and Keyword match type?

Keyword – Keyword is the list of keywords where we want our ad needs to appear in Google search result.

Keyword match type

1. Exact Match – (min reach, max relevance) – Ad will show up when person is searching for exact keyword.
   Example – Keywords: [women’s hats]
   Ad will appears on search query: woman’s hats, lady’s hats, hats for woman, 
2. Broad Match (max reach, min relevance) – Broad match is the default match used by Google Ads. If you ad your keywords as they are then google will show your ad to wide range of search query. Example- if you keyword is:  woman shirt  , Then your ad will show up for search query like lady shirt, online woman shirt, by woman shirt, shirts for woman, by shirt for lady etc
3. Broad match Modified (slightly lower reach, greater relevance) – This search is more refine as compare to broad match. We put plus sign (+) before keywords that we want to be in search query.
   For example: Search query: +women’s +hats
   Ad will show up for these searches: By woman hat online, winter hats for women, online lady hats, hats for stylish ladies, price of woman hats
4. Phrase match (medium reach, medium relevance) – In phrase match keyword, some other keywords will come up before or after the keywords
   Example – Keyword: “Local Business”
   Search result to appears in: Local business in Bangalore, Online local business, check local business in India 
5. Negative match (min reach, max relevance) – Negative keywords are the list of keywords where you do not want to show your ad.
   Example – Negative Keyword: plastic surgery practices: -cheap, -cheapest, -advertising, -hiring -salary

What is frequency capping?

Frequency capping allow us to limit like how many times a user can see my ads. We can set this frequency cap at ad, ad group and campaign level. Advertiser can also segment them by time like month, week or day.

What is click to call?

Google allow advertisement to a business owner which do not have website via click to call. In click to call campaign advertiser can put his phone no. to which user can call via clicking on their ad in Google Search result.

What you will do if your ads get disapproved?

If your ad get disapproved by google then google will send you a notification with the reason like why this ad got disapproved. Then work the issue mention in email and try to fix that issue via ad copy or landing page.

What is Google Ad Extensions?

Google Ad Extension is additional information that you can find with google ads. With this feature you can add some other information like phone no, site links, address, reviews, etc. This will increase CTR and best part is Google is not charging for this but we can not be sure like each time Google will show this ad extension information to the user. 

Types of ad extensions:

• Sitelinks
• Call Extensions
• Price Extension
• 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

What are the different types of automated bidding strategies?

Google ads have 7 types of automated bidding strategies.:

1. Maximize clicks : This will help you to get more traffic for a website and branding
2. Target Search Per Location : This ad will allow you to choose a particular location like county, city, state to show tour ad
3. Target outranking share : 
4. Target CPA : Cost per acquisition give you more conversion as much as possible.  
5. Enhanced CPC : Enhanced cost per click is available as an optional service when you choose manual cost per click bidding. It helps Google Ads to adjust your manual bidding with maintains the same cost per conversion and increasing your conversion numbers.
6. Target Return on Ad Spend (ROAS) : In this bidding Google Ads set bids to help you achieve more conversion as possible.
7. Maximize Conversions : Help you to get more conversion

Different types of access levels in Ads?

 

Some Most Important points

•   With the help of Dynamic keyword insertion, we can ad user’s query into ad copy automatically.
• In Manual placement gives the flexibility to choose website, blog, video, location, app in which you can show your Google ad
• In Automatic Placement your ad will shows automatic in different website and you can not choose them
• After creating an account, currency and time will not be change
• ROAS = Revenue / Cost
• Targeting methods in Google ads are two – By Audience targeting and by Content targeting
  • Content Targeting :
    Keywords – We can select the keywords list to find our website in SERP
    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.
    Topic : Select the pages on the basis of theme on display network
    Display expansion for search: With the help of smart targeting and automated bidding, Google Ads display expansion of search method which helps advertiser to find quality results.
    
    
  • Audience Targeting : 
    Demographic : based on age & gender of targeted audience 
    Remarketing : Who visited our site and want to target those audience
    Similar Audience : Who are similar to the remarketing audience
    Affinity : you can reach people based on a holistic picture of their lifestyles, passions, and habits
    In-market : users who have shown interest in similar kind of products or services.
    
    
• Google Ads Double Serving Policy – Google does not allow different or multiple accounts for same business promotion via Google ads.
• Invalid Clicks – Invalid clicks are those clicks which is done by any boots or robots or any tool to increase your CPC. Google will minus such clicks and will not charge for such clicks. If you find such click some time letter then in this case google will give you some credit for this amount.
• We can not link our ad to pdf
• We can not see actual cost per click.