Digital Marketing Interview Question and Answers
Google Search Marketing:-
What is pay per click and how does it work?
PPC is an online advertising model used by multiple online platforms. It works on a simple methodology, Businesses are charged only when a user actually clicks on the ad.
What is negative keywords in PPC?
Negative Keyword in PPC is a keyword which is included in the Ad Platform so that your Ad is not shown for that phrase in your keyword variations.
How to improve your landing page quality score?
The following factors play a large role in affecting your landing page score:
Original, useful and highly relevant content
Transparency between pages
Navigation & Access
Having a low bounce rate, i.e. visitors spend more time on your page
Explain Google Ads API?
Google’s Ad API is an innovative step taken to help developers in building an effective and scalable approach to directly interact with Google’s AdWords Server. The main motive of this API is to help represent large and tech-savvy advertisers who generally use third parties to manage accounts.
Explain the process of Google Auction?
The Google auction process is as follows:
When a user enters a search query, AdWords displays a list of all keywords related to it, having an exact match, phrase match or variation.
From these ad sets, ads which are not eligible as in have a different target country or have been disapproved, will be filtered out.
From the remaining ads, only those with a high Ad Rank will show genuine results.
Why is it advised to separate Display Network campaigns?
Search Network and Display Network Ads have very different functions and parameters for scaling. Hence, it is advised to have separate campaigns for these ads.
How long should advertisers wait after creating a new campaign?
According to Google, the time period of waiting might last anywhere between 2-3 weeks.
How are Amazon ads displayed, and how to improve ad placement?
Amazon ads are displayed at the top, right, middle, bottom or on the product detail pages. Like all other PPC campaigns, improving ad placement means changing or updating search relevance, bid amount and targeted keywords.
How do I improve my Google quality score?
There are numerous factors which combine together to affect the quality score of your Landing Page. Some of the major factors are mentioned below:
The relevance of keywords to your ad group
Click-Through Rate (CTR), optimum should be between 1-5%
The quality of your landing page like responsive, page load time and other On-Page SEO factors
The relevance of the text in your ad
User experience, how the flow is maintained between sections of a page
Your historical performance in AdWords
How to calculate clicks and CTR impressions?
Clicks are calculated by dividing conversions by Conversion Rate, CTR is calculated by Dividing the Number of Clicks with Total Impressions.
How many ads should you have per ad group?
Every ad group should consist of at least 3 quality ads. This way the algorithm can be used to leverage the performance of each asset, thus, helping you in increasing ROI of a Particular Ad Group.
How do you know if conversion tracking is working?
Go to the Ad Campaign Manager. Now, under Tools, choose Conversions from the drop-down menu. Inside the conversion table, you can select the particular conversion action you want to check in the column of Conversion. Go to the Tracking Status Column referring to the action you have selected to check its status.
What are the different types of keywords?
In the PPC field, keywords are divided into 9 categories:
Short-tail keyword
Long-tail keyword
Short-term fresh keyword
Long-term evergreen keyword
Product defining keyword
Customer defining keyword
Geo-targeting keyword
LSI keyword
Intent targeting keywords
What is a CPM?
CPM is an older method of calculating revenue costing of an ad. It’s full form is Cost Per Mile, but it actually means cost per 1000 impressions.
15. Why is remarketing important?
Remarketing is important because of the following reasons:
Higher Engagement rate with Your Target Audience
Very helpful in Brand Awareness
Helps increase Conversions on your Website considerably
Attract possible customers via content sharing
What do you understand by Google AdWords?
Google AdWords which is an online advertising service was developed by Google to support the marketers to straightaway reach their targeted customer by running their ads online. Google ads are of 4 types which are Display ads, Video ads, search ads, and app ads
What is the benefit of Google AdWords (PPC)?
Some of the benefits of the Google Adwords (PPC) are:-
PPC assist marketers in achieving a large number of business & marketing goals. PPC is a potent tool for orienting the website traffic drivers to an end-goals.
PPC is easy to track and measure. We can see high-level performance data including impressions, conversions which are based on the defined business goals and clicks.
Why are we using Google Adwords for marketing?
There is no minimal investing, so it is good for small businesses as they have a limited budget. The risk here is less as compared to the other options of advertising.
In Google Adwords, we pay only once we get the outcome. With the help of “pay-per-click” advertising, we are paying each time when somebody clicks on our ad.
Google Ads come up in front of the potential customer at the exact time when the customer is deciding to buy.
Video content gives us nearly 100% growth each year. YouTube advertising is managed by the Google AdWords.
What do you understand by Ad rank?
Ad rank is actually the position which the ad occupies on a SERP ( search engine results page). The location of the ad in SERP is directly proportional to the keyword’s place in the ad. The more relevant the keywords, ad text & the landing pages are, the higher will be the Quality Score and ad ranking
How Ad Rank impact on Cost per Click?
Ad rank plays a vital role in deciding the real cost-per-click that the competitors of any business pay when somebody clicks on their ads.
CPC charged by Google= TheAdrankofthepersonbelowourad/Ourqualityscore + 0.01$
The cost-per-click we get charged by the Google when somebody clicks on our ad has to do a lot with what some other people were inclined to pay for the click and their Quality Score, divided by our Quality Score, plus 0.01$
What should be quality score in Google AdWords?
Quality score has 3 main components:-
Expected CTR
Ad Relevance:-Keyword to ad relevance and Keyword to user search query relevance.
Landing page relevance.
Each of these Quality score components is given a rating like Above Average, Average, Below Average. The quality score in Google AdWords should be 7 or above. Before doing any changes in the quality score, it is important to have some clicks on the website. Keywords’ quality scores range from 1-10 where 1 is poor performance of the user and 10 is fast operating ad and landing page.
Tell us few names of Google AdWords Ad Extensions?
Sitelink extensions
Location extensions
Call extensions
App extensions
Review extensions
Callout extensions
Structured snippet extensions
Price extensions
Automated extensions report
Image extensions
Previous visits
Dynamic sitelink extensions
Dynamic structured snippets
Promotion Extensions
What do you understand Conversion Optimizer in Google AdWords?
The Google AdWords Conversion Optimizer is located in the Google Adwords Account. It controls keyword-level bids, and it promises to deliver maximum conversions at or below the cost-per-conversion we define.
23. How do you improve Google conversion rate?
Track the success with the help of Google Ads conversion tracking tool
Use particular keywords for getting better conversion rates
Use negative keywords in order to refine the traffic
Use the search terms report in order to reach the target customers
Include the prices in the ad to attract the potential buyers
24. What is the limit of characters in Google Ads?
Here is the limit of characters in Google Ads:-
Character Limit in Search Ads:-
Headline 1: 30 Characters
Headline 2: 30 Characters
Headline 3: 30 Characters
Description 1: 90 Characters
Explanation 2: 90 Characters
Path 1: 15 Characters
Path 2: 15 Characters
Character Limit in Responsive Search Ad (beta)
Headline: 30 Characters
Description: 90 Characters
Path 1: 15 Characters
Path 2: 15 Characters
Character Limit in Display Responsive Ads
Short Headline: 25 Characters
Long Headline: 90 Characters
Description: 90 Characters
Business Name: 25 Characters
25. What if CTR and how do you calculate it?
CTR stands for Click-Through Rate. Click-Through Rate is the best and the easiest way to make a comparison of the performance on different ad campaigns. The formula for CTR is
CTR=TotalMeasuredClcks/TotalmeasuredAdimpressions x 100
Total Measured Clicks:- Total clicks on an ad
Total Measured Ad impressions:- Total number of times when an ad was loaded on a page
26. How many types of keywords in Google AdWords?
Google AdWords has basically four match types for Positive Keywords
Broad
Broad Match Modifier
Phrase
Exact
Google AdWords has basically three match types for Negative Keywords
Broad
Phrase
Exact
27. How do you decide which keywords are good for your business?
I decide the keywords based on the following points:-
The owner must think like a customer while creating a keyword list
Select particular keywords to target particular customers
Select generic keywords also to reach to more people
Group the related keywords into ad groups
Pick the right number of keywords
Pick the precise number of keywords
Choose those keywords which relate to the websites or apps which customers generally see
28. When you saw your average position drop, what did you do?
If I see a drop in my average position, then I will look at what actually went wrong. I will perform some checks which are as follows:-
Data Accuracy
Penalty
Google algorithm updates
Major site changes
Links missing
Competitors
SEM traffic dismantle SEO's
Mobile-First Indexing
A change in the SERP
29. Have you ever created any Adwords Campaign?
Yes, I have created the Adwords Campaign. Here are the step to create a campaign:-
Prepare a root keywords list
Check the keywords Presence whether they are long-tail or short-tail
Check for the negative and positive keywords.
Ensure daily budget
Check the presence of the keyword in Ad Copy
For services, it is RSA(Responsive Search Ad), and for product and brand it is RDA(Responsive Display Ad)
30. Explain, How Google auction work?
Google auction is actually a process which occurs with each and every google search to choose which ads will come for a particular search and in which order they will display on the google page.
How does it work?
When somebody searches anything, then the Google Ads system look out for all the ads whose keywords match the term asked.
Now from those selected ads, the Google Ads system discard the ads which are not eligible such as the ads which target any other country or the ads which are rejected because of the policy violation.
Then out of the remaining ads, only those ads are selected who have a high Ad Rank.
31. What options cannot be changed after creating Google AdWords Account?
Time zone and currency settings options cannot be changed after creating a Google AdWords Account. Advertisers have to extremely alert while creating the account as Time zone ¤cy are actually used to determine how they are billed.
32. What is AdWords?
Ans – AdWords is Google’s proprietary advertising service has created to advertise and market products or services on Google search engine and its affiliated sites. It displays ads based on multiple factors such as keywords, interests, topics, demographics, etc.
33. What is PPC Marketing?
Ans – PPC stands for Pay Per Click, a popular advertising option in google in which advertisers pay as per the ad is clicked. PPC advertising is popular because it helps businesses to bring targeted customers instantly unlike organic traffic.
34. Explain how AdWords work?
Ans – Google AdWords uses a bidding system, the system determines the ad position based on the Maximum bid & Quality Score of the ad. Higher the maximum bid and Quality score, better the chances of being on top of the page. The best-combined maximum bid and the quality score get the top position.
Advertisers need to pay only on Impressions or clicks on the ads. So, optimizing the Quality score is important to improve your ad rank without increasing the maximum bid.
35. Why use Google AdWords?
Ans – Here are some reasons for using Google AdWords:-
It gives instant results rather than SEO.
It shows your business on the Ist page on advertising.
To beat the competition.
36. What is Ad Rank?
Ans – Ad Rank is the position of an ad on Google SERPs which is determined by the bid amount, ad quality, the competition, and the keyword.
37. The maximum number of campaigns and ad groups you can make in Google AdWords?
Ans – Google Ads account can contain as many as 10,000 campaigns (including active and paused campaigns) per account, 20,000 ad groups per campaign, and 50 text ads per ad group.
38. Explain what is Google Quality Score?
Ans – The quality score is a term in which Google ensures the viability of your ad to the user, primarily based on your ads CTR, i.e. the quality of your landing page and its keyword relevance. Better the quality score ensure better ROI and better ranking.
39. What is CTR (Click Through Rate) and what is its formula? Does CTR help in improving the quality score?
Ans – CTR refers to Click Through Rate, a unit to measure the click rate of your ad. It is calculated by a simple formula:
Clicks/Impressions*100.
Yes, it would help in improving the quality score. It is one of the important factors in determining the Quality Score of the ad. increasing in the CTR decreases the overall spending of the ads.
Read Also:– 57 SEO Interview Questions and Answers
40. What is the difference between CPM, CPC, and CPV bidding?
Ans – CPM: Cost Per Thousand is the amount you pay per thousand impressions on your ads.
CPC: Cost Per Click is the amount you pay for each click on your ads.
CPV: Click Per View is when advertisers pay for each unique user view of your video ads.
41. What is ad rotation?
Ans – Ad rotation is a campaign setting in Google AdWords that automatically rotates your 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.
42. What is the difference between clicks and impressions?
Ans – Impression is the number of times targeted users view your Google ad. This shows what is the reach of your ad.
Click is the number of times your targeted users clicked on your ad and visited your website or landing page.
43. How many characters are allowed in the title & description of AdWords ads?
Ans – The title allows 30 characters and description allow 90 characters.
44. What is Broad, Phrase, and Exact Match?
Ans –
Broad match is the default match type that all your keywords are assigned. Ads may show on searches that include misspellings, synonyms, related searches, and other relevant variations.
In Phrase match Ads may show on searches that match a phrase, or close variations of that phrase, which may include additional words before or after. Ads won’t show, however, if a word is added to the middle of the phrase that changes the meaning of the phrase.
In Exact match -Ads may show on searches that match the exact term or are close variations of that exact term. Close variants include searches for keywords with the same meaning as the exact keywords, regardless of spelling or grammar differences between the query and the keyword. (Source:- support.google.com)
45. Explain Google Click-to-Call.
Ans – It helps primarily the local businesses that don’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.
46. How can you automatically include the user’s query into the ad copy?
Ans – With the help of Dynamic keyword insertion, we can user’s query into ad copy automatically included.
Google AdWords Interview Questions & Answers for Experienced
47. What is the frequency capping in AdWords?
Ans – Frequency capping allows the advertiser to limit how many times an ad is visible to an individual.
We can set this frequency cap in the ad, ad group, and campaign level. Advertisers can also segment them by month, week, or day.
48. What is IP Address exclusion in Google AdWords
Ans – Blocking or excluding the desired IP address. Like – excluding own office IP address so your impression can not be counted. With this feature, you can exclude up to 500 IP addresses per campaign.
49. Why did you choose to be a Google AdWords/PPC specialist?
Ans – In digital marketing, PPC is a relatively new and growing profession with a huge scope. In this profile, my work is flexible and measurable too. I can work from home or anywhere. As it works upon AI modules hence it’s a safe job in upcoming years and it will be a demanding job in the future.
50. What is Google AdWords Double Serving Policy?
Ans – To make the auction process fair, Google doesn’t encourage advertisers to run ads for the same businesses through different accounts triggered by the same keywords. Google calls this as double serving policy. Google has banned multiple ads from the same firm from appearing on SERP.
51. What are Invalid Clicks, and how does Google determine them?
Ans – Invalid clicks are the Clicks on ads that Google considers to be illegitimate, such as unintentional clicks or clicks resulting from malicious software 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.
52. What are all the challenges you face in this career?
Ans – You have to be updated all the time and have a keen eye on Google algorithms update. The industry is fast pacing and can’t afford to get outdated. You need to completely aware of all the new features, tools and find ways to utilize those for the campaigns.
53. What are all the different types of automated bidding strategies?
Ans – 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 the 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 competitor’s ads.
Target CPA – Target cost per acquisition gives you more control over 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.
54. What is understood by Google 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 needs easily.
55. How do you measure Google AdWords campaign success?
Ans – It depends on the aim of the campaign. Like E-commerce campaign success based on sales and service campaign success based on leads.
56. Why quality of landing page is important for the success of the campaign?
Ans – Landing Pages are crucial to any digital marketing campaign. It introduces the user to your business or the products you sell. A great landing page can cause a user to convert on their first visit, while a poor one can leave a lasting negative impression. the great landing page will be technically sound too – fully mobile responsive, formatted correctly, and with a clear focus on security.
57. Why do you need a strong brand?
Ans – 7 Benefits of Branding:
Customer recognition
customer loyalty
Competitive edge in the market
Builds credibility, trust, confidence
Enhances ease of purchase
Attracts talent
Easy introduction of new products
#digitalmarketing #branding #marketing #digitalmarketingtips
58. Top 8 #ContentMarketing Mistakes to Avoid
Ans –
- Poor quality #content
- Not targeting your #marketing
- Not using #automation
- Using only #socialmedia & #smm vs #email
& more!
#DigitalMarketing #blogging #digitalmarketingtips #contentmarketingtips
https://gomediashark.com/what-is-dsp/
Google Algorithms
1. Panda
Duplicate, plagiarized or thin content; user-generated spam; keyword stuffing.
2. Penguin
Spammy or irrelevant links; links with over-optimized anchor text.
3. Hummingbird
Keyword stuffing; low-quality content.
The Hummingbird algorithm helps Google better interpret search queries and provide results that match searcher intent
4. Mobile
Lack of a mobile version of the page; poor mobile usability.
5. RankBrain
Lack of query-specific relevance; shallow content; poor UX.
6. Medic
Lack of authority on YMYL websites; weak E-A-T signals.
7. Bert
Poorly written content; lack of focus; lack of context.