Pay Per Click, also known as PPC has become a
very important tool in the field of digital marketing. It is among the most
effective ways of gaining targeted traffic to any business website in a short
period of time, which is among the top reasons why it is known to be the most
effective and popular method for digital marketing used by business websites in
today’s world.
If you were looking for some assistance to help
you land the job of your dreams in the PPC sector then you are certainly at the
right place! Below we have discussed a list of the best PPC interview questions
that will help you land any job you want. We have discussed everything and will
help you prepare for every question that can be asked in the interview along
with some expert answers.
The list of the best PPC interview questions
that you need to prepare
Here are some of the questions along with
answers by some of the great experts in the field of PPC and digital marketing.
There is everything you need to know that you would require to land your dream
PPC job:
Question 1: Define pay per click?
Ans. Pay per click, or PPC serves as the
essence of marketing that is advertising. The best feature of using this model
of digital marketing is that it facilitates that the client is only required to
pay when the traffic on the website clicks on their displayed advertisements.
It is also amongst the most popular methods of digital marketing used as it is
extremely cost effective and beneficial for your company business.
The process of PPC is complex as it involves
different techniques by means of which the advertisements are created and then
displayed on your targeted traffic screen. The advertisements are made in such
a manner that it creates curiosity among the potential customers and attracts
them to your business website.
Question 2: Name some of the Google Ad words
and Ad Extensions that are useful?
Ans. Different Ad words and Ad extensions have
their own roles and purposes, some can build a moderate level of traffic to
your business website, whereas some can successfully increase the traffic in
your website. Here are some of the most widely used Ad words and Ad extensions
to maximise traffic to your business website:
●
Site links.
●
Call extensions.
●
Location extensions.
●
Review extensions.
●
Seller ratings.
●
Mobile app extensions.
●
Offer Ads.
●
Image and drop down navigation Ad
extension.
●
Communication Ad.
●
Social Annotations.
And many more Google Ad words and Ad
extensions are available to choose from according to the use and purpose of the
extension required.
Question 3: What are the different types of
keywords used in PPC?
Ans. In
PPC the keywords are broadly classified into a total of 4 types of keywords.
These are classified on the basis of how likely the visitors or the traffic on
your business website click on them. Here are the 4 types of keywords used for
PPC:
●
Research keywords: the research keywords tend
to contain the name of the products or services that are offered by your
business. These keywords may contain one or two words. An example of a research
keyword is speaker.
●
Consideration: these types of keywords tend to
contain two or three words. These consideration keywords tend to describe the
products or services that are offered by your company or business.
●
Purchase: purchase keywords are related to the
purchasing of the products and must have more than 4 words in it. An example of
purchase keywords is - Buy a speaker.
●
Loyalty: the loyalty keywords are short and
direct. An example of a loyalty keyword is - JBL.
Question 4: What is the purpose of Google d
API and how can it be useful?
Ans. Google Ad API is extremely helpful to the
developers for building an approachable and effective application that directly
interacts with the Google Ad Word server. The main motive behind designing
Google Ad API was to represent technical savvy advertisers, large and third
parties. Here are a few ways in which Google Ad API can be useful for building
applications:
●
Google Ad API is a very effective
and useful tool when it comes to developing additional applications and tools
that can help users in managing their accounts with much ease.
●
Google Ad API can automatically
generate the right keywords, Ad text, custom reports and also landing pages
that are required.
●
Google Ad API can also synchronise
Ad word data with the inventory system to manage campaigns based on the stocks
available.
Question 5: If it is possible then how can you
track the conversations in Google Ad words?
Ans. It is actually possible to track the
conversations in Google Ad words. Here are a few ways by which the
conversations can be tracked:
●
We can track the conversation by
accessing the search option funnels that are available inside the tools and an
analysis option. By this one can know how frequently the customers saw the Ad
before converting as well as know when the customer first clicked on the Ad.
●
We can track the conversation by
enabling the Ad rotation setting to Optimize each click. This means that Ad
words will serve the ads which it feels are more likely to be clicked by your
traffic or targeted viewers.
●
We can track the conversation with
the assistance of a view-through conversion window. This tracks all the
activity of a person when they see the add but do not click on it. If this
happens it can either mean that the person is not interested or that your
advertisement is not very attractive.
●
We can track the conversation by
tracking the purchases. This can be done by involving a few basic tracking
codes that are offered by Ad words. The Ad word should be modified with the
help of additional ciders that are unique to the particular e-commerce platform
on which the Ad is to be displayed.
Question 6: explain how Google Auction works?
Ans. Every month billions of auctions are made
to run in Google Auction, the results of the auctions are such that users find
ads that are relevant to heat they have been searching for or had been looking
for. In Google Auction the google search engine always processes the request
and runs the auctions that determine the CPC of every advertiser as well as the
ad position.
Question 7: define DFA?
Ans. DFA also known as double click for
advertisement is an Ad server that is generally used to track the clicks and
impressions for the creativity of various networks. It is the only way to track
the performance of your Ad campaign as one can not buy inventory through DFA. The
main functions of DFA are Ad reporting and trafficking.
Question 8: what is the role of DFP in SEO?
Ans. DFA in SEO stands for double click for
publishers. In a situation where the
publisher prefers to manage their Ads themselves, rather than going to a
third party intervention or outsourcing in order to broadcast on the website.
There are a few public sites that are popular for DFP for Ads such as
way2sms.com, w3schools.com and many more.
Question 9: what is DoubleClick Bid Manager?
Ans. DoubleClick Bid Manager also known as DBM
which is popularly said to be the demand-side platform (DSP) from Google. The
DoubleClick Bid Manager helps the publisher and the developer to buy display
media Ad and implement programmatic strategies which are supported by a plan.
The DoubleClick Bid Manager is considered to be one of the most effective
strategies used in the field,
Question 10: explain what is entered into a
Google Account?
Ans. The first step that is entered into a
Google Account we need to identify a keyword. The keyword should be something
that explains the product. The keyword should also be short and easily
understandable. Once the advertiser has elected a keyword, they bid on it. The
search engine such as Google enters the same keyword from the account of the
advertisers that are related to the auction and that too along with a maximum
bid which is specified along with the associated Ads.
Question 11: what is the purpose of Google
quality score?
Ans. Google quality score helps in determining
how beneficial and relevant an advertisement is for the user. The Google
quality score is primarily based on the relevance of the keyword as well as the
Ads CTR. It is always advised to select higher quality score keywords, as it
earns an overall better advertisement ranking as well as saves money.
Question 12: what is an Ad group in Google Ad
words?
Ans. Ad group in Google Ad words serves the
purpose of being a container for the advertisements, keywords as well as
landing pages. Google has taken great initiative to reward the advertisers who
prepaid Ad word campaigns with highly structured Ad groups. It is advised to
organise your keywords into themes that are in proper structure and also to
include all these keywords into a single Ad group.
Question 13: how can you know if your
conversation tracking is functioning correctly?
Ans. One can know that conversation tracking
is working correctly using many techniques, one of them is to utilise the
extensions. The Google tag assistant from Chrome is easy to understand as well
as use. It alerts all the issues that are worth looking into quickly. Google
Analytics Debugger extension is another extension that offers a similar service
by focusing on GA tracking. Recently even Facebook has released a similar pixel
helper extension which helps in diagnosing tracking and aiding for Facebook.
Question 14: what options are available to
display network Ads?
Ans. The following targeting options are
available in dilly’s networks
Ads:
- Remarketing
- Demographic
- Placements
- Auto and
manual
- Interests
and topics
Question 15: what is the purpose of IP
Exclusions?
Ans. IP Exclusions is an option that is
available to help in excluding IP address from the campaigns. This is done to
block the ads to the campaigns from the computer and networks which are
associated with the same IP address. This is done because if a lesion who is
associated with the organisation keeps on checking the ads directly through the
the keywords results in a waste of money and resources.
Question 16: what does PLA stand for?
Ans. PLA stands for product listing Ads, which
is also a kind of strategy that is used for the advertising of products Ads on
Google search as well as other Google partners. This strategy is the most
popular among the Ecommerce websites, both for organic as well as PPC
separately which is why this campaign is also known as a shopping campaign.
Question 17: what is the maximum limit of
characters that can be used for PPC Ads?
Ans. Every search engine has its own different
limits on inads characters which is why the maximum limit for the number of
characters can not be clearly stated. For example Google can have a maximum of
twenty-five characters for the headline and seventy for the description,
combining both one and two.
Question 18: how does google determine the
invalid clicks?
Ans. Invalid clicks are actually fake clicks
which are unintentional or something even clicks by malicious software.
Google’s team has a sophisticated mechanism and techniques according to which
they have framed a list of programs to automatically detect and filter invalid
clicks from the users accounts.
Question 19: what is the difference between
branding and marketing?
Ans. The following are one of the considerable
differences between branding and direct marketing:
Direct marketing:
●
The advertisers are interested in
targeting the audience that is the most relevant to their business.
●
The major focus that is considered
is the convention rates that provide explanation about returns on investments
(ROI).
Branding:
●
The main aim of branding for an
advertiser is to expose their brands on all the major sites, applications and
search engines.
●
The most common methods are
remarketing, display Ads, YouTube Ads and any other kind of custom Ad targets.
Source Url: https://webbullindia.com/blog/2021/02/01/ppc-interview-questions-and-answers-for-freshers/
