Google Adwords interview questions 2018

Google Adwords Interview Questions

Google Adwords is a very important marketing tool. The technique is known to offer high conversion rate to the advertisers thereby increasing the brand awareness. In case you are applying for the designation of Adwords consultant or specialist, here are a few Adwords interview questions that can help you crack your dream job.

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Google Adwords Interview Questions

Advertisers have to be extremely careful while creating the AdWords 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.
A PPC campaign takes help of various metrics to check the performance of your campaign. One important metrics among them is Impression share metric that marketers have to eye on for checking the efficiency of their ads. It is gauged by dividing the impressions you’ve received on the search network with the estimated number of impressions you were eligible to receive. High search impression share is a positive indicator of whether or not your budget can support the search volume of your keywords.
The headings should contain maximum of 25 characters whereas the second description line should contain maximum of 35 characters. Description URL consists of 1024 characters and it doesn’t contain any image in URL.
In order to make the auction process fair and to avoid abuse in ad networks, Google has discouraged advertisers from running ads for same or similar businesses across multiple accounts triggered by same or similar keywords. This policy is known as ‘double serving policy’ and Google has strictly prohibited multiple ads from the same company from appearing on the same search engine result page. It curtails the problem of displaying more than one ad and users can see ads from different companies in one SERP.
AdWords API allows developers to build an application that interact directly with their account details on AdWords server. It facilitates the following activities-
  • You can automatically generate keywords, texts, landing pages and custom reports.
  • It manages your account by developing additional applications and tools.
CTR is calculated by dividing the total clicks on your ad by the total impressions received by your ad and then multiplying it by 100. You can use CTR to gauge the efficiency of your keywords and improve those keywords, which are less result-driven. A higher CTR is a good indication that your ads and keywords are relevant to your users.
CTR= (total clicks/total impressions) *100
Adwords Keywords are the phrases, which are auctioned by Google and advertisers bid on them. The advertisement shall then appear on a Search Engine Page Result (SEPR) based on the auctioned keyword when the user is looking for a product or service. The keywords can be searched using a Google Keyword Planner where an advertiser can also check the performance of a specific keyword.
In order to make sure that the advertisements displayed are relevant to the users, Google uses metrics. The Google gives a quality score to every keyword, which depends on certain factors such as CTR, keyword relevance, and the quality of the landing page. A high-quality score will result in higher ad ranking thus getting more conversions.
AdWords is an advertising platform by Google where the keywords go through a bidding process. The search engine and its affiliated sites then display the advertisements based on these keywords, when a user searches for a product or service online. The advertiser has to pay for every click on his advertisement.
AdWords bidding process helps in determining the actual position of your ad. It is calculated by multiplying the maximum bid with the quality score of the advertiser. The highest ad rank gets the first ad position in SERP. Your actual CPC will be determined by the ad rank of the next highest competitor divided by quality score of your ad. AdWords bidding heavily penalizes advertisers who bid with low-quality scores.
CTR also known as click-through rate is a metric that tells about the number of visitors on your ad per number of impressions of your ad. It is calculated by using the formula: (total clicks/total impressions)*100. It plays a major role in determining the quality score and the price you will pay for each click no your ad.
Once a user shoots a query in Google search box, the search engine processes the request and runs an auction. It checks the keyword entered by the user and if one or more advertisers are bidding on that keyword, then auction in triggered. Once the auction process starts, Google looks upon various parameters such as advertiser’s quality score which includes CTR, ad relevancy, etc and maximum bid given by the advertiser. The ad with the highest ad rank (maximum bid x quality score) wins the auction and the ad is displayed in first position. The SERP contains 7 ad positions and the auction process decides the ads position of each ad run by different advertisers.
Tracking conversions can be done by using basic tracking code provided by AdWords and modifying it with additional code unique to a particular platform. The view-through conversion window option tracks the impressions of your ad. You can also access the search funnels inside the tools and analysis, where you can know when your customers first click the ad and how frequently they saw your ad before converting.
Google Ad Extensions are extra space provided to advertisers for giving additional information about their business. These include extra snippets of relevant information about your business such as location, phone number, business ratings, sitelinks, offer ads or a link to some specific website. Ad extensions are free to your ads without any extra payment of clicks. It also improves your site’s visibility and can help you generate more lead which in turn would create greater ROI.
Ad group is an umbrella term for all the AdWords advertisements, keywords, and landing pages. It contains one or more ads that target a shared set of keywords. An advertiser can put relevant keywords in one ad group and not dump all the keywords into the same ad group. Google rewards those advertisers who use well-structured ad groups in their campaigns, thus; one should use ad groups to organize the ads by a common theme. You can bid on your ad group’s keyword to trigger ads or you can also set individual prices for each keyword in your ad groups.