EM is one of the growing fields of online business today. It will continue dominating in the coming years, therefore will generate enough job opportunities in Online Marketing. Before the interview, you must stay aware of all Search Engine Marketing (SEM) interview questions and answers.
We offer a list of possible Adwords interview questions and answers. These questions are usually asked to both experienced as well as fresher candidates. This Search Engine Marketing interview questions will help you to prepare for the interview, whether you are appealing for a AdWords fresher’s job or Adwords executive.
Why should you read this blog?
We would recommend you read this blog because it gives an insight of the following:-
- A significant Search Engine Marketing Interview Questions and Answers which will be very helpful for those who are seeking a job in this field.
- Commonly expected analytical Adwords Interview Questions and answers
- Customized Interview Questions for Freshers as well as Search Engine Marketing Executive.
1. Explain the working of AdWords?
Ans:- Google AdWords work on the basis of a bidding system. For instance, if the bidding price is higher, your ad will appear on top of the Google page. Working on the ‘pay per click’ model, you only pay the amount you have bid if someone taps on your ad that appears on Google SERPs.
2. What is the meaning of Ad Rank?
Ans:- Ad Rank decides the ad position on Google page. This is determined by your bid for that quality score and keyword.
3. What is the possible impact of Ad Rank on Cost per Click?
Ans:- Ad rank defines the actual cost per click that your opponents pay when someone clicks on their ads.
The CPC can be calculated as Price by you = The ad rank of the person below you / your quality score + $0.01.
4. What is Quality Score in Google AdWords?
Ans:- Google’s quality score determines the value and relevancy of your ad to the user on the basis of keyword relevancy, quality of your landing, and your ad’s CTR. Higher quality score keywords will save your money and get better ad ranking.
5. Difference between Call extension & call out extension.
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.
6. What is ETA in AdWords?
Expanded Text Ads are the next generation of the standard AdWords Text Ad. This new ad type provides longer, more controllable messaging in your ads. ExpandedTextAd also features:
This ad type has two headline fields. The second headline is concatenated to the first headline field, separated by a dash. On mobile, the combined headline fields may wrap to a second line.
Both headlines contain 30 characters each, more than standard text ads. Double-width characters such as Chinese, Japanese, and Korean allow for 15 characters.
There is now a single description line with an expanded limit of 80 characters. Truncation and ellipsification have been minimized to make ad display more predictable.
Instead of inputting a display URL for your ad, the URL is calculated from the landing page and path fields (path1 and path2), that indicate to a user where they will be directed on a click. Final
URL and tracking URL behavior remain the same.
7. What is the role of conversion optimizer in AdWords?
Ans:- Conversion Optimizer is a tool used by Google AdWords for bid manipulation and decides which clicks on the ad will be valuable. This helps you to return maximum on your investment.
8. Name some of Google AdWord Ad Extensions?
Ans:- Different ad extension can enhance the increase in traffic. Some of the common Ad extensions used in AdWords are
- Call Extensions
- Location Extensions
- Social Annotations
- Seller ratings
- Mobile app extensions
- Offer Ads
- Communication Ad
- Review extension
- Image and drop down navigation Ad extension
9. How can you improve conversion rates?
Ans:- To target users to the campaign for boosting conversions, one has to create ads that match properly with keywords and create tightly themed ad groups.
10. What is CTR and how one can calculate it?
Ans:- Click through rate abbreviated as CTR tells the number of visitors visited on your ad on the web page. To calculate CTR, one can use the formula:
Number of clicks/Number of impressions X 100 = CTR
11. What are the hallmarks of a good PPC landing page?
Ans:- The hallmarks of a good PPC landing page considers the following aspects:
- An attractive and powerful headline
- A supportive tagline
- Trust symbols
- A list of advantages
- A clear CTA (call to action)
- A lead capture form
- Use an image showing the context of use or a graphic that appeal to the visitors’ emotional side.
12. Other than CPC, what are the other two options for bidding?
The two options for bidding are:
- CPM – Cost per Thousand
- CPA – Cost per Action
13. What is the difference between clicks and impression?
Impressions:- An impression is a view. When your ad loads and displays in front of a user, that is one impression.
Now for clicks. A click, simply enough, is whenever a user actually clicks on your ads. This is a bit more involved, however.
Like CPM, CPC – Cost Per Click – goes both ways. You can pay for X number of clicks on your site, or you can run advertising that pays you for every X number of clicks. Either way, the click is the basic unit of measurement.
14. What are the different types of automatic bidding strategies?
Ans:- The different automatic bidding strategies in AdWords are:
Maximise clicks – automatically adjusts bid to get as many likes as per the budget.
Target search page location – automatically sets bid to increase the chances of an ad getting displayed at the top of the google search page or on the 1st search page.
Target out ranking share – automatic setting of bids to outrank a domain and how often.
Target CPA – automatically sets bid to get the maximum conversions as per the target CPA.
Enhance CPC – automatically adjust bids to maximise conversions.
15. What are the targeting options in Search network ads?
- Demographics: Target your ads based on how well your products and services trend with users in certain locations, ages, genders, and device types.
- Affinity: Advertisers with TV campaigns can extend a campaign online and reach an audience using Google Search or the Display Network.
- In-market: Show ads to users who have been searching for products and services like yours. These users may be looking to make a purchase, or have previously made a purchase and could still be interested enough to interact with your ads.
- Custom intent: Choose words or phrases related to the people that are most likely to engage with your site and make purchases by using “custom intent audiences.” In addition to keywords, custom intent audiences lets you add URLs for websites, apps, or YouTube content related to your audience’s interests.
- Similar audiences: Expand your audience by targeting users with interests related to the users in your remarketing lists. These users aren’t searching for your products or services directly, but their related interests may lead them to interacting with your ads.
- Remarketing: Target users that have already interacted with your ads, website, or app so that they’ll see your ads more often. These users can be in any stage of conversion, as long as they’ve visited your site or clicked on your ad before. These users may even return to complete a purchase.
- Topics: Target one ad to multiple pages about certain topics at once. Topic targeting lets you reach a broad range of pages on the Display Network. AdWords analyzes web content and considers factors such as text, language, link structure, and page structure. It then determines the central themes of each webpage and targets ads based on your topic selections.
- Placement: Target websites on the Display Network that your customers visit. If you select this type of targeting, we’ll only look at your chosen sites (managed placements) when searching for relevant sites. Unlike contextual targeting (automatic placements), placement targeting doesn’t require keywords. A placement might be an entire website or a subset of a site.
- Content keywords: Choose words that are relevant to your product or service to target users making searches using those same terms. You can tailor a set of keywords to manually reach certain demographics or meet specific goals. For instance, you can change your keywords to reflect seasonal interests or make the most of a sale.
- Display expansion for search: Let AdWords find users for you with a combination of automated bidding and smart targeting. Display expansion works for both Search and Display campaigns, targeting high-performance moments for the best results.
16. What is ad rotation?
Ans:- Ad rotation is a customizable campaign setting in AdWords that will automatically rotate ads within your ad group on the Search and Display Networks.
17. What third-party tools do you use for keywords research?
Ans:- There are lots of tools for keywords research apart from Google keyword planner tool. Make sure you are aware of the following:
- Google AdWords Planner tool
- Bing Keyword Research Tool
18. What is the On-Schedule Indicator (OSI)?
Ans:- This is the percent likelihood the campaign will deliver all impressions booked.
19. What are the benefits of remarketing?
Ans:- Remarketing campaigns are using to show ads to people who have visited your website. The ads are managed in Google AdWords and are shown on web pages visited by your target audience and Remarketing only applicable for Google Display Network only.
20. How many types of keyword matching are there in Google AdWords?
Broad Match:- Broad match keywords will give you the widest reach, but the least relevance.
Example:- bike shop matches: motorcycle store, cycle stores, mountain bike shops
Broad Match Modifier(BMM):- If you add the BMM keyword +bike +shop to your account it will only match to search terms that contain both the word bike and the word shop, or close variants of bike and shop. Order of the words does not matter. If you only partially modify the keyword as +bike shop, the search term just has to have the word bike, or close variant, in order to match your keyword.
Example:- +bike +shop matches: bike repair shop, shop for a bike
Phrase Match:- You set a Phrase match keyword by putting it in quotes. For a search term to match to a phrase match keyword, it must contain all the words (or close variants) in the keyword in the same order without any words in between. The search term can have other words before or after the phrase.
Example:- bike shop” matches: local bike shop, bike shops in washington
Exact Match- The exact match keyword [bike shop] will only match to search term bike shop, no additional words, or close variants.
Example:- [bike shop] matches: bike shop, bike shops
Negative Match:- Excludes your ads from showing on searches with that term. So if you’re a hat company that doesn’t sell baseball hats, you could add add a negative keyword, designated with a minus sign (-baseball hats). Learn more about negative match.
21. How many campaign types are there in Google AdWords PPC?
Campaign types include:
- Search Network with Display Select
- Search Network only
- Display Network only
- Universal app
Campaign subtypes include:
- All features
- Marketing objectives
Campaign types are centered around Google’s advertising networks: the Google Search Network, the Google Display Network, and the YouTube Network.
22. List of bid management tools?
Ans:- These are the tools,