Google Ad-words Interview Questions | 2019

Google Ad-word is a very vital marketing tool. The technique is known to offer high conversion rate to the advertisers thereby growing the brand awareness. If you are applying for the Profile of Ad-words ad visor or expert, here are a few Ad-word interview questions that can help you bang your dream job.

Q1. State Google Ad-word

Ad-word is an advertising platform by Google where the keywords go through a bidding process. Search engines and its linked 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 or impression on his advertisement.

Q2. What do you understand by Ad-word keywords?

Ad-word Keywords are the phrases, which are auctioned by Google and advertisers bid on them. The ad then appears on a Search Engine Result Page (SERP) based on the auctioned keyword when the user is looking for a product or service. Best keywords can be hunted using Google Keyword Planner Tool where an advertiser can also check the performance of a specific keyword.

Q3. What is Google Quality Score?

If we want to make sure that the ads displayed are applicable or not, Google uses metrics. The Google gives a quality score to every keyword, which depends on certain aspects like: - CTR, keyword relevance, and the quality of the landing page. A high-quality score will result in higher ad ranking hence getting more conversions.

Q4. Explain what is an ad group in Google AdWords?

Ad group is a term for all the Ad-word ads, keywords, and landing pages. It contains one or more ads that target a set of keywords. An advertiser can put relevant keywords in one ad group and can’t dump all the keywords into a same ad group. Google rewards those advertisers who use well-structured ad groups in their campaigns, so we should use ad groups to shape the ads by a common theme. You can bid on your ad group’s keyword to activate ads or you can also set individual prices for each keyword in your ad groups.

Q5. What is the maximum number of Campaigns and ad groups you can create in Ad-word?

Below are the maximum number of campaigns and ad groups you can create in Ad-word: -

Number of Campaigns (both paused & active): - 10,000

Number of Ad groups per Campaign: - 20,000

Q6. Explain what is Conversion Optimizer in Ad-word?

Conversion optimizer in Ad-word is a feature that helps you drive more conversions at lower cost. It uses your Ad-word conversion tracking data to manage the bidding method at keyword level so that your ads drive as many conversions as possible at or below your stated cost per conversion (also called cost per action, CPA). It helps in attaining better return on investment by separating the unprofitable clicks from the profitable clicks for your campaigns.

Q7. What are Google Ad Extensions?

Google Ad Extensions are extra space provided to advertisers for giving further information about their business. These comprise spare snippets of applicable information about your business like: - location, phone number, business ratings, sitelinks, offer ads or a link to some specific website. Ad extensions are free to your ads. It also improves your site’s visibility and can help you create more leads which in turn would create greater ROI.

Q8. What is the formula to find CTR (Click Through Rate)? Does CTR help in improving quality score?

CTR is considered by dividing the total clicks by total impressions received by your ad and then multiplying it by 100. We can use CTR to measure the productivity of your keywords and improve those keywords, which are less result-driven. A higher CTR is a good indicator that your ads and keywords are relevant to your users.

CTR= (total clicks/total impressions) *100

Q9. What is the first step that you should take if your ads get disapproved?

Google is eligible to disapprove any ad if it doesn’t lie within its rules. You have to analyze your ad and has to find out the reasons for disapproval. Once you know the reason, you have to work on editing your ad and fix it instantly.

Sometimes, you need to change the content of your ad and sometimes you have to modify it along with your website. There are further reasons also for disapproval of ads that marketers should be alert of like your ad may contain some copyrighted elements or your root domain is different in your display and destination URL.

Q10. What is the meaning of Impression Share Metric?

A PPC campaign takes aid of various metrics to examine the performance of your campaign. One vital metrics among them is Impression share metric that marketers have to eye on for inspecting the productivity of their ads. It is judged by dividing the impressions you’ve received on the search network with the assessed number of impressions you were entitled to obtain.

Q11. What is Google Ad-word Double Serving policy?

In order to make the auction process fair and to avoid misuse in ad networks, Google has discouraged advertisers from running ads for same or similar businesses on multiple accounts activated by same or similar keywords. This strategy is known as “Double Serving Policy” and Google has firmly forbidden multiple ads from the same company from looking on the same search engine result page. It limits the problem of showing more than one ad and users can see ads from different companies in one SERP.

Q12. Mention in Google Ad-word those options, which cannot be changed after generating an account?

Advertisers have to be enormously cautious while creating the Ad-word account of their clients. Once the account is made, there are few choices, which cannot be edited or changed. These are: - Time zone and currency. Time zone and currency are used to govern how you are billed.

Q13. Mention what are the types of Keywords in Ad-word?

There are 4 types of keywords: -

Ø Broad match: – These keywords let you reach the extensive audience possible.

Ø Phrase match: - Your ad will only appear when a user puts your key-phrase in the exact order you enter them, but there might be other words either before or after that phrase.

Ø Exact match: - These are the most specific and obstructive keyword type.

Ø Negative keyword: - It is used when the advertisers do not want to display their ads in specific keywords.

Q14. Indicate the limit set for the number of Characters for Ad-word ad?

Heading should cover maximum of 25 characters while the description line should contain maximum of 35 characters. URL should entail of 1024 characters and it should not have any image in URL.

 Field                           Max Length

Headline 1: -                30 Characters

Headline 2: -                30 characters

Headline 3: -                30 characters

Description 1: -            90 characters

Description 2: -            90 characters

Path (1) (2): -                 15 characters (each)

Q15. Can you explain how does Ad rank influence Cost-Per-Click?

Ad rank tells how high on the SERP the ad will be displayed. It is very important to understand the effect of ad rank on CPC because it plays chief role in knowing the actual CPC that your competitors pay when someone clicks on their ads. Cost per click is the definite amount that we pay to Google when someone clicks on our ad and not what we are eager to pay. Ad ranks help to regulate both your ad position and CPC of your nearest competitor.

Q16. How does Ad-word bidding work?

Ad-word bidding procedure helps in defining the actual position of your ad. This is calculated by multiplying the maximum bid with the excellence score of the advertiser. The highest ad rank gets the first position in Google SERP. Genuine CPC will be determined by the ad rank of the next highest competitor divided by quality score of your ad. Ad-words bidding deeply punishes advertisers who bid with low-quality scores.

So, the questions above contain Google Ad-word information in a nutshell. If you have both basic and advanced level information then it will be better organized to face an Interview. For any doubt or want to know anything about this more just mention it in comment box.