1. What is AdWords?

Google AdWords is a Google advertising service which allows businesses get featured in Google
search engine and Google Display Network. Google’s search engine and it’s partner sites display
online advertisements based on multiple factors such as keywords, interests, topics,
demographics, etc.

It allows the advertiser to set a monthly budget and pay when people click on their advertisements.
Google has created a platform to help businesses reach their customers instantly.

In the Google AdWords platform, Google utilizes bidding process to decide the ad position. Users create
the type of campaigns depends upon the requirement of the business.

2. What is PPC Marketing?

PPC stands for Pay Per Click, a widely popular model in which advertisers pay when each time any of
their ads is clicked. PPC is so popular because it helps businesses to bring users instantly unlike organic
where you need weeks if not months to set up and drive visitors to your website.

3. Explain how AdWords work?

Google AdWords uses the bidding system to rank the listings. The system determines the ad position
based on the Maximum bid & Quality Score of the ad. Higher the maximum bid and Quality score, better
are the chances of being on top of the page. The best-combined maximum bid and the quality score get
the top position.

The actual CPC will be finalized by the ad rank of your next highest ad divided by Quality score. Once a
query is requested, Google processes the request and execute the action which determines the ad
positions. Advertisers need to pay only when user click their ad. So, optimizing the Quality score is vital
to improve your ad rank without increasing the maximum bid.

4. Why use Google AdWords?

One of the advantages of Google AdWords over social media marketing platforms is the intent of users.
As it’s a part of inbound marketing, users who are in need of a product or service click the ads and visit
the website thus the conversion rate should be much higher than the social media marketing visitors. Read
more about social media marketing interview questions.
The advantage of Google AdWords over organic marketing is, the number of visitors it brings in a short
span of time. If a business need to quickly advertise their products/services, Google AdWords can be the
best marketing platform to increase conversion. It helps you target the right customers at the right time.

Apart from the above reasons, Google AdWords is measurable, scalable, and they are taking over the
SERPs and it can assist other marketing channels in conversion.
5. What is Ad Rank?
One of the important questions suggested by most of Google AdWords questions and answer guides. Ad
Rank is the position of an ad on Google page and determined by the bid amount, ad quality, ad thresholds,
the competition, the context of the user’s search and the expected impact of extensions and other ad
formats.

A good ad rank makes sure the ad gets more visibility than the others. Ad rank is recalculated every time
the ad is eligible to appear, so the ad position can fluctuate every time depending on the above factors.

6. Explain what is Google Quality Score?

One of the most common Google AdWords interview question, Google AdWords’s Quality Score is a
rating given based on multiple factors like relevancy of keywords used, Click through rate, landing page
quality and relevance, ad text relevants and the historical performance of the ads account performance.

Google AdWords gives Quality score to each keyword on a scale of 1 to 10 and includes expected CTR,
ad relevance and landing page experience. Basically, it’s a measurement of how relevant your ad to the
user’s intent. Better the quality score, ad rank will get improved without spending more.

With the help of 1-10 score, Google conveys advertisers how well they have chosen their keywords,
writing ads, and designed lading pages.

7. What is the formula to find CTR (Click Through Rate)? Does CTR help in improving the quality
score?
CTR also know as click-through rate is a unit to measure the click rate of your ad. It is calculated by the
simple formula: clicks/impressions*100. It is one of the important factor in determining the Quality Score
of the ad. So, making an effort to increase the CTR decreases the overall spend. It also indicates the
success of your ad descriptions and headings in terms of relevancy and eye-catchy. Each of the keywords
and ad have their own CTRs.

8. What is the difference between CPM, CPC and CPV bidding?

One of the most popular in Google AdWords questions and answers list.

CPM : Cost Per Thousand is the amount you pay per thousand impressions that you receive, regardless of
the number of clicks you receive.

CPC : Cost Per Click is the amount you pay for each click.
CPV: is when advertisers pay for each unique user view of an advertisement or website.

It is used more on video marketing such as YouTube campaigns.

9. What is the character limit of a destination URL?

1024 characters are the destination URL’s character limit.

0. What is ad rotation?

Ad rotation is a campaign setting in Google AdWords that automatically rotates your Google
adwords 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.

How to do?
· Set ad rotation for your campaign
· Sign in to your Google Ads account.
· Click All Campaigns in the navigation panel.
· Click the campaign you’d like to change.
· Click Settings in the page menu.
· Click Additional settings.
· Chose Ad rotation.
· Choose an ad rotation method: Optimize or Rotate indefinitely.
· Click Save.

11. What is the difference between clicks and impression?

One of the very common Google AdWords interview question you should be prepared for.
Impression is the number of times targeted users view your Google AdWords ad, whether it is a
banner, text link or button. This shows what is the reach of your ad.

Click is the number of times your targeted users clicked on your ad and taken to your website.
This shows how many users actually used your ad to visit your website.

You can also consider doing our Management Essentials Bootcamp if you are interested.

12. How many characters are allowed in AdWords ads?

Headline 1: 30 characters
Headline 2: 30 characters

Headline 3: 30 characters

Description 1: 90 characters

Description 2: 90 characters

Path (2): 15 characters each

Google AdWords recently made the following changes:

· Added a third headline
· 90 characters for each description instead of 80
· Added a second description

13. What is automated bidding strategy?

One of the most common question in any Google AdWords interview question and answers
guide. Automated bidding is a Google AdWords big strategy that sets bids for your Google
AdWords ads automatically based on how likely the impression will turn into a fruitful click or
even conversion.

It helps businesses to maximize the profit for their campaigns. Google AdWords automated
bidding takes multiple factors into counting like user’s device, time of the day, location,
demographics and more.

With automated bids, advertisers don’t need to worry about updating the bids of keywords or ad
groups. Google AdWords set a bid for each and every auction based on the above factors and
decide if the ad should be visible or not.

14. What is Phrase Match?

Phrase match is one of four keyword matching options in Google AdWords which allows your ad
to be visible to your targeted audience when they type your exact keywords and close variations
of your keyword with additional words before or after your keyword.
For example: if your keyword is “buy shoes”, your ad will be visible to people who types “buy
shoes”, “buy shoes online”, “need to buy shoes”.

Phrase match is very essential because at times, Broad match or expanded broad match shows
your ad to a very wide range of audiences you wouldn’t want to show them to. On the other side,
the exact match narrows the impression to people who types the exact keywords without any
variations or prefixes or suffixes.

15. What are all the basic practices every new adwords advertiser should always
remember?

Every landing page we make should have proper CTA such as lead form, purchase option, or
whatever the business want to achieve with the campaign.

Make different ad groups based on keywords and set themes for each adgroups.

Don’t put a huge amount of budget for a short period of time in the beginning.

Continuously work on improving the Quality score thus decreasing the spend of overall budget.

Choose your keywords and negative keywords carefully and regularly monitor the performances
with search terms report.

Write search ad with crisp CTA text and clear headline.

17. Explain Google Click-to-Call.

It helps primarily the local businesses who doesn’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.

19. What is the use of search term report in Google AdWords?

Search term report shows the list of queries that are getting visitors to your website. With the
help of search term reports, you can find new negative keywords and find which keywords are
more effective than the others. It helps advertisers to find potential keywords for the campaigns.
Keyword list and search term lists are totally different.
21. Difference between automatic and managed placements?

Manual placements give the option the choose the specific websites, location, video, apps in
which you can show your Google AdWords ad.

Automatic placements is another placement method which automatically shows your ads and you
won’t have the option to choose.

22. What are the first steps you should take if your ads get disapproved for any reason?

If your ad gets disapproved, Google will send you a notification mail mentioning that your ad
has been disapproved. Then, based on the input Google AdWords gave, you can find out the
reason for the disapproval. Then, based on your finding, you can work on fixing the issue. At the
time, you may need to make the changes in your text copy and other times, you may need to
make changes in both ad copy as well as the website.

23. What are keywords in Google AdWords?

Any Google AdWords Interview Question and Answers guide won’t complete without this
question. Keywords are the phrases or words that advertisers use to drive visits to their websites
by bid on them on Google AdWords. With the help of Google Keyword Planner, we can find the
relevant and high-quality keywords for our campaigns.

Keywords are phrases or words advertisers use to show your ads to the targeted audience.
Keywords should be united based on themes and categorize under various ad groups. Keywords
are the foundation of the Google AdWords campaigns. All of your efforts will go waste if you
don’t select the right keywords.

24. How can you use negative keywords?

With the help of negative keywords, we can avoid being shown on certain words or phrases. For
example, by adding words like “free”, you are conveying Google that your ads should not be
visible on searches including the word free. We can use search terms report to find new negative
keywords for your campaigns.

25. What is ad groups in Google AdWords?

Ad Group in Google AdWords is like a big container where you keep all your keywords, text
copies and landing pages. Google recommends advertisers to make adgroups with tightly themed
keywords. So, it is better to create multiple adgroups based on your keywords.

Google check out your ad group organization to find multiple things like what kind of message
your ad will convey when it gets triggered, list of keywords your ads will show, etc.

27. How to improve ad position?

Following are the methods we can implement to improve ad position:

· Increase the quality score

· Increase the bid
· Focus on relevant ad extensions
· Better landing pages
· Make sure the relevance level of keywords, landing pages and ad copies are good
· Different landing pages for different ads

28. Maximum number of campaigns and ad groups you can make in Google AdWords?

Number of campaigns you can have: 10,000

Number of ad groups per campaign: 20,000

31. What are Google Ad Extensions?

Ad Extension is the additional information you find with the AdWords ads, like phone number,
site links, address, reviews, etc. It improves the CTR of the ad by several percentage points and
the visibility. It provides advertisers to give more information apart from the ad headings and
descriptions.

Google doesn’t charge extra to show ad extensions but we can’t be sure our ad extension will be
visible all the time. Google decides which extensions to show in response to each search on
Google. Extension will be shown when the extension is predicted to increase the CTR and if
your ad position is high enough.
It is recommended to use all Ad Extensions so the possibility of an extension showing up on
SERP will get increased. Also, they give users different ways to engage with your ads. There are
two types of extensions such as automatic and manual extensions.

32. Different types of Ad Extensions?

Some of the common ad extensions are:

· Sitelinks
· Call Extensions
· Location Extensions
· Social Annotations
· Seller ratings
· Mobile app extensions
· Offer ads
· Communication Ad
· Review extension
· Image and drop down navigation Ad extension
· Callout Extension
· Click to Message Extension
· Price Extension

34. How to calculate ROAS (Return on Ad Spent)?

Revenue / Cost = ROAS

Image source

We need to divide the revenue of the campaign by the amount that is spent.

ROAS shows how effective our marketing campaign is.

35. What are the targeting options in Google AdWords?

We can divide the overall targeting methods by Audience targeting and content targeting.

In content targeting, we have the following methods:

Keywords: Keyword method is based on keywords. We select the keywords user will type to
find your product or services. We can set keywords manually to reach targeted audiences.

Placement: With placement method, we just need to specify a website or part of a website. We
can target websites our potential users visits and target.

Topics: Target allows advertisers to select set of pages based on the theme on the display
network.

Display expansion for search: With the help of smart targeting and automated bidding, Google
AdWords’s display expansion of search method helps advertiser find quality results.

In audience targeting we have the following methods:

Affinity: This is for advertisers who use traditional marketing like TV campaigns can expand a
campaign online and reach users with Google network.

Demographics: This target is based on age and gender of your targeted users.

In-market: Your ads will be visible to users who have shown interest in similar products or
services.

Remarketing: Remarketing is one of the successful targeting methods widely used by

businesses to target users who have visited the website. These users can be in any stage of
conversion.

Similar audiences: This method helps you find users who are similar to the users in the
remarketing list.

36. Mention the different types of keyword matches

There are 5 categories:

Broad match: It allows your ad to reach as much viewers as possible. Your ads will appear
whenever a user searches your keyword in however way possible. Example: for broad keyword
“buy shoes”, your ad will be visible for searches such as “shoes online”, “buy sneakers”

Broad match modifier: What if you get the advantage of broad match but a backup finance
advisor who restricts around particular queries that triggers your ad. That’s the function in broad
match modifier. It works by appending a + sign to the specific keyword that you want to fix in
specific place.
Phrase Match: This match lets your ad shows for queries for your keywords in its exact order
but allows the query to have words at the beginning or at the end of the query.

Exact Match: So narrow. So targeted. Your ad will show to users who exactly search for your
keyword.

Negative Match: Choose when your ad should not be shown with the help of negative match.
For example, if you are showing ads about selling houses and don’t want visitors who looks for
rent, use “rent” as your negative keyword.

38. What is conversion optimizer in Google ?

Conversion optimizer is an important tool from Google AdWords which helps you to manipulate
bid to help you get more ROI to your campaign. It decides which click will be most valuable for
the business to attain a higher return on investment. It gets the help of conversion tracking data to
process the bidding process at the basic keyword level to help you get as much quality clicks as
possible thus returns more conversions at specified cost per conversion.

Image Source

There are two types of CPA targeting in conversion optimizer.

Max CPA: Maximum amount an advertiser is willing to pay.

Target CPA: Flexible CPA targeting in which the optimizer targets expensive and non-expensive
auctions at reaches at an average CPA target. It is the average amount you would like to pay for
the conversion.

Requirement:

We need to have a minimum of 15 conversions happened in the last 30 days to have this feature.

39. Is PPC only suitable for big brands?

No. With the flexibility in Google AdWords, any businesses can start and run campaigns. There
is no minimum budget and you don’t even need to own a website to run certain campaigns.

46. What are all the different types of automated bidding stategies?
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 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 comepetitor’s ads.

· Target CPA

Target cost per acquisition gives you more control to 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.
48. How can we improve the landing page quality?

Landing page quality can be improved by following ways:

· The page should be relevant to the ad text as well as the keywords in the adgroup
· A strong headline and supportive tagline
· Original and quality content
· Page load time
· User-friendliness and user experience
· Following Google guidelines
· Transparant content information and privacy policy
· Easy to navigate and understand
· Clear call of action message
· Visual imagery
· Not having too many links
· Should connect with Brand and proposition
· Simplified lead capture form
· Trust symbols.

54. What should be the ideal quality score for Google AdWords?

Good quality score in Google AdWords depends on what kind of keyword you are working on.

Branded keywords’ good Quality score is between 8 to 10

Low intended commercial keywords’ good Quality score is 7

High intended commercial keywords’ good Quality score is between 7 to 9

56. How to increase conversion rates?

Again, a common Google AdWords question. To answer follows:

Conversion rate can be increased by following methods:

· Creating ads that match perfectly with the keywords you use
· Tightly themed ad groups
· Improve Quality Score
· Optimizing landing page
· Adjusting your keyword type
· AB your landing page
· Align ad copies with landing pages
· Improving CTR of ad
· Use negative keywords

57. How better quality ads help your campaign?

Benefits of better quality ads are:

· It decreases the money you need to spend for a click

· Better ad means better ad rank thus increases the chances for ad extensions

58. Why quality of landing page is important for the success of the campaign?

Landing page is your playground where you make the user take the final call.

If the landing page is not relevant or trustworthy, each and every action you take for the
campaign will go in vain. Better ads, high-quality keywords and money you spend on will not
help if the landing page is not good enough to get the conversion.

It should be aligned with the keyword and ad copies. An inefficient landing page can promise
traffic but not conversions.

59. How to improve CTA in Google AdWords?

· Make your CTA visible and stand out and not blend in.
· Give the clear benefit of clicking the CTA
· Add urgency to your CTA
· Make it sound like a human
· Experiment with different CTAs
· Use power words
· Match it with the type of audience

60. How do you measure the success of a Google AdWords campaign?

It is one of the general questions from Google AdWords interview questions and answers guide. I
consider Key Performance Indicators are the perfect way to find about the success of the
campaign.
The first indicator of a successful campaign is the number of clicks your campaign gets. The
second indicator I check is CTR which shows how effective my ads are. Then the conversion
says if they are fruitful to the business. I also check other indicators such as time spent, returning
customers, etc.

61. If you feel your campaign is not producing enough good results, what should you do to
fix it?

First of all, check everything is in place. ie., is your conversion tracking code is proper? Have
you added negative keywords? Is your important keywords or ads are paused? Or limited by
budget?

Check where is the issue. Do you have issue in getting traffic or getting conversions?

Is landing page your issue, then you need to experiment with multiple landing pages to check
which is working.

If you feel your visitors are not intended, try to add more negative keywords. Find ideas for
negative keywords in search trends.

If you need to increase keyword bids, and not having enough budget for it, try to increase your
quality score.

If you don’t get enough traffic, remove low or no search volume keywords and add relevant and
high-quality keywords. Try phrase or broad modifier if you feel your exact matching type
doesn’t allow potential visitors to find your site.

62. Our highest performing keywords’ CPC is growing up continuously. What can be the
reason for this and how to tackle this?

Sometimes a tricky Google AdWords Interview question. It is one of the advanced Google
AdWords Interview questions and answers. Increase in CPC can be the result of increase in
competition and possibly because of your quality score is going downwards. We can figure out
the root cause.

We can compare auction insights to find when the CPC was normal and if there are new players
out there in the market.
We can check out the historical Quality score in our reports and figure out if downgrading
Quality score is the culprit here.

63. What is Remarketing?

Remarketing is a target method in which advertisers can show their ads to users who have visited
their website but didn’t convert. The user can be at any stage of the purchasing cycle. In Google
AdWords, remarketing campaigns are available for both search and display. The click rate for
remarketing is relatively high because they are customized and thus connects with the users more
than other targeting method advertisements.

What is PPC marketing?

PPC stands for pay-per-click marketing. It is a marketing strategy designed to drive

traffic from search engines or other websites to a company’s website. The advertiser is
paid when someone clicks on the ad. Hence, the payment is made per click.

What is Campaign Management?

Campaign management refers to the process of creating and managing an advertising

campaign for a company on Google AdWords. The responsibility of the campaign
manager is to manage the entire campaign and to prove the best return on investment
(ROI).

What is Google AdWords?

AdWords is a Google advertising service that allows businesses to display their ads on
Google’s search engine and advertising network. The company’s ad will appear when
the user searches for particular keywords that are linked to the product or service that
the company is offering.

How does AdWords work?

AdWords works under a bidding system: the higher the price of the ad, the higher it's
ranking. Companies advertising on AdWords pay the quoted amount only when people
click on their ad.

Why is PPC an essential part of online advertising?

PPC is important because it shows results much faster than organic campaigns that
integrate search engine optimization techniques (also referred to as “natural search”).
PPC helps companies reach the right customers and is also useful in marketing
products that otherwise may be difficult to find.

Why should people use Google AdWords?

The traffic generated via Google AdWords is worth much more than the millions of other
surfers who visit a site. Traffic generated via pay per click links is more focused on the
people who know what they are searching for, making such traffic more valuable.

What is the actual cost per click?

The actual cost per click (CPC) for advertisers is determined at auction and is not
visible, but maybe less than your maximum CPC bid. This is because you only pay
what’s required to beat the ad rank of the nearest competitor below you. The equation
for determining CPC looks something like this: CPC = (Ad rank to beat / Quality score) +
$0.01. However, the average CPC can be seen.

What is Ad Rank?

Ad Rank is the position of a particular ad on the Google page, determined by the bid
placed on the keyword for that ad. The quality score will determine the ad rank.

What is Quality Score?

Google will rate the ad based on the keywords used and the design of the PPC ad. This
rating is called the quality score. It depends on various factors such as keyword
relevance, ad text relevance, and the landing page quality. The higher the quality score,
the better the chances of the ad being at the top of the list.
How does Quality Score affect ad position and CPC?

The quality score is directly proportional to the ad position and indirectly proportional to
the CPC. If the quality score is higher, the position will be higher and costs lower.

Does the Google Page Rank of the landing page affect the Quality Score?

The quality score is not related to the Google page rank of a landing page.

Is PPC only appropriate for big brands?

No, businesses of any size can utilize the benefits of PPC. The most important aspect
of a PPC campaign is to find the right keywords that are relevant and targeted.

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What are the settings that can’t be changed once an ad in an account is created?

After account creation, the currency and time zone may not be altered. This is why the
details have to be filled in very carefully.

What is the Google Ads double serving policy?

The Google Ads double serving policy states that an advertiser can’t use different
accounts to advertise the same keywords or websites. Google enforces this policy to
avoid showing ads of the same company to the users. Instead, they can view ads by
different service providers and then choose.

How can conversion rates be improved?

Conversion rates can be improved by creating ads that perfectly match with the
keywords. Tightly themed ad groups should be designed so that the target audience is
directly sent to the best landing page. Conversion rates will also improve if the landing
page quality is improved.
What is the limit of characters used in a PPC ad?

A standard ad can have a maximum of 25 characters in the headline and 70 characters

total in the descriptions. An expanded text ad can have 30 characters, each in the first
and second headlines. The description of an expanded text ad can have 80 characters.

What are Invalid Clicks, and how does Google determine them?

An invalid click is one determined to be fake, unintentional or caused by some malware.

Google uses some sophisticated mechanisms and algorithms to determine such invalid
clicks from any user account.

What is a Converted Click?

Converted clicks are simply clicks that result in conversions. Google AdWords no longer
track them.

What is a Remarketing Audience?

The remarketing audience is comprised of users who have visited a website. If the
remarketing tag is used on the website, these users can be added to the audience list.

What are Search Terms?

The exact words that trigger your ads are called search terms.

How does the Google AdWords auction work?

Google auctions run a billion times a month. Advertisers choose which keywords they
want to bid on and how much they’re willing to spend. Then they pair groupings of these
keywords (ad groups) with their ads. Google aggregates these bids and determines the
“winning” bid, which establishes its value.

What is an Ad Group?
An ad group contains all of your keywords, landing pages, and advertisements. If an
AdWords campaign with a proper structure is created, the advertiser will be rewarded by
Google. To have a better structure, the keywords should be organized into a theme.

What is a Conversion Optimizer?

A conversion optimizer is a tool that helps in bid manipulation. It will decide which clicks
will add value and can result in better returns on your investment.

List some of the Google Ad extensions

These include:

1. Call extensions

2. Sitelinks

3. Review extensions

4. Seller ratings

5. Social annotations

6. Offer ads

7. Communication ads

8. Image and drop-down navigation ad extensions

9. Location extensions

What are the two most important factors that determine ad position?

The most crucial factor that determines ad position is the cost per click or CPC. The
second factor is the click-through rate or CTR.

How is the Return on Ad Spend (ROAS) calculated?

ROAS is calculated by sales/spend.

What is the Impression Share Metric?

Impression share equals impressions divided by the total eligible impressions (an
impression is counted each time your ad is shown). Various factors are used to estimate
impressions, including quality, approval, statuses, etc. The data is accessible to ad
groups, campaigns, and product groups, for example, and can help you determine if it’s
viable to increase your budget to reach more people.

What is the character limit of a destination URL?

A destination URL can have a maximum of 1024 characters.

What is the difference between managed and automatic placements?

You can decide the location of an ad for a managed placement. A managed ad can be
placed on the location network. This option is not available for automatic placements.

What can you do if your ad gets disapproved?

When an ad gets disapproved, you will receive a notification. If this happens, you can
work on the ad and fix any problems that might have caused the disapproval.

What is a Phrase Match?

Phrase match allows your ad to be displayed to target customers when they search for
the exact keywords.

Can your ad be used to link to a PDF format product brochure directly?

No.

Which are better, broad matches with negative keywords or exact match keywords?

A broad match, along with negative keywords, will be more beneficial than an exact
match keyword by itself. It will attract more traffic to your website. You will also be able
to create keyword lists quickly.
Q19. What kind of ads can you run using Google Ads?

Ans. There are about 5 types of ads that you can run using Google Ads-
· Google search ads

· Display ads

· Video ads

· Shopping ads

· App campaign ads

at are the fundamental practices that every new AdWords advertiser should
follow at all times?

Answer: Every landing page we create should include a clear call to action (CTA),
such as a lead form, a purchase option, or whatever the company wants to accomplish
with the campaign.

Create several ad groups depending on keywords and assign each one a theme.

Don’t set aside a large sum of money for a short time at the start.

Continuously strive to improve the Quality score, hence reducing the overall budget
spend.

Choose your keywords and negative keywords carefully, and track their effectiveness
with the search terms report regularly.

Create a search ad with a clean title and crisp CTA copy.

What is the purpose of the Google AdWords search term report?

Answer: The search phrase report displays a list of the queries that bring people to
your website. It assists advertisers in identifying potential advertising terms. The
difference between a keyword list and a search term list is significant. Using search term
reports, you can discover new negative keywords and see which keywords are more
productive than others.
11.What is the difference between clicks and impression?

Ans:

One of the very common Google AdWords interview question you should be prepared

for.

Clicks Impression

Click is the number of times your targeted Impression is the number of times targeted
users clicked on your ad and taken to your users view your Google AdWords ad,
website. This shows how many users whether it is a banner, text link or button.
actually used your ad to visit your website. This shows what is the reach of your ad.

13.What is automated bidding strategy?

Ans:

One of the most common question in any Google AdWords interview question and

answers guide. Automated bidding is a Google AdWords big strategy that sets bids for

your Google AdWords ads automatically based on how likely the impression will turn

into a fruitful click or even conversion.

It helps businesses to maximize the profit for their campaigns. Google AdWords

automated bidding takes multiple factors into counting like user’s device, time of the

day, location, demographics and more.

With automated bids, advertisers don’t need to worry about updating the bids of

keywords or ad groups. Google AdWords set a bid for each and every auction based on

the above factors and decide if the ad should be visible or not.

66. What is ROAS?

Ans:

ROAS is the acronym for Return on Ad Spend. It is a marketing metric that calculates

the revenue for each amount a business spends on advertising. It is similar to the

concept of return of investment (ROI). Basically, it is an indicator of how well the ad

performs.

67. Name some of the benefits of Dynamic Search Ads.

Ans:

Dynamic Search Ads are necessary for online businesses with massive inventories,

considering their website content is thoroughly optimised. Some of the major

advantages of such ads are:

1. They can help in creating additional traffic even when a business is not aware of a

particular keyword.

2.An advertiser does not have to spend time on mapping keywords to each keyword on

the website, thereby, saving ample time.

3.With Dynamic Search ads, it is easier to avoid ads about products that are

out-of-stock.

What is over delivery?

Ans:

That’s why we allow up to 2 times the clicks in a day than your average daily budget

allows for campaigns that aren’t paying for conversions. This is called overdelivery.
76. At what levels are bids and budgets suggested?

Ans:

The bids are reduced by around 50% to make the ads profitable, while keeping them in

a high enough ad position to get a good number of clicks (and therefore conversions)

each day. The Max CPC needs to be set at around 20% higher to compensate for the

actual CPC difference.

What are dynamic Search Ads (DSA)?

Ans:

Google’s Dynamic Search Ads (DSAs) use the content of an advertiser’s website to

help better target the advertiser’s paid search ads. These ads automatically generate ad

headlines based on a user’s search query and the advertiser’s website content.

86. What are the types of networks in Google AdWords?

Ans:

· The Search network, which includes Google search result pages, other Google sites
like Maps and Shopping, and partnering search sites.

· The Display network, which includes Google sites like YouTube, Blogger, Gmail, and
thousands of partnering websites.

· ow to do keyword bid optimizations

· Ans:

· If you’re running one ad for all your keywords, the ad quality can be vastly different

due to the above two points for each keyword. For each keyword group, run several
 ads. Try to keep each ad specific to each keyword group. This will increase your

score.

· 81. How remarketing works

· Ans:

· Remarketing works by placing cookies on your website visitors device(s) when they

meet your criteria. Their cookie ID is added to your remarketing audience list. … For

example you may wish to target visitors that viewed a particular page or section on

your website but didn’t make a purchase or complete and enquiry form.

· 82.What are remarketing strategies?

· Ans:

· Remarketing (also known as retargeting) is the method by which online advertisers

“re-deliver” advertising to you based on your previous online interactions with their

business. It’s based on the fact that those familiar with a business are more likely to

engage with their advertising.