PPC stands for Pay-Per-Click. It is a crucial marketing strategy and one of the parameters to estimate an advertisement cost on various platforms. PPC manager run paid ad campaigns and make sure that the highest possible return on investment can be achieved through online marketing efforts.
Candidates for this role should have expertise in driving traffic and leads through successful AdWords campaigns. They should have experience in using analytical tools such as Google Analytics, Tableau, etc.
Selecting an efficient PPC manager can be challenging. So, in this blog, we have highlighted some interview questions to assess the skills of candidates for managing PPC.
If you are an efficient candidate and want to appear for an interview for the position of PPC manager this blog can help you greatly.
Let’s have a look at commonly asked questions for PPC executives.
Q1: What is Pay Per Click and how does it work?
PPC is a model of online advertising. It is used by multiple online platforms. It is a marketing strategy that is aimed at driving traffic to a website through search engines and partner sites. Businesses are charged only when a user clicks on the ad.
Q2: What is the negative keyword in PPC?
A negative keyword is a keyword that blocks ads from showing up in any other search queries that include them. Negative keywords limit ads from displaying irrelevant queries that won’t result in clicks or conversions.
Q3: How to improve the quality score of the landing page?
The factors that affect the quality score of the landing page are useful, original, and relevant content, smooth navigation and access, transparency between pages, and a low bounce rate of pages.
Q4: Does PPC advertisement affect website ranking in search engines?
No, Google and search engines rank PPC results and organic results separately. Search engines do not combine them.
Q5: Do you know the limit of characters used for PPC ads?
Expanded Text Ads should have 30 characters for Headline 1, 30 characters for Headline 2, and 80 characters for Description.
Standard Ads have the limitation of a maximum of 25 for the headline and 70 for descriptions 1 and 2 combined.
Q6: How can you improve conversion rates?
The ads should be created in such a way that it matches perfectly with keywords. The ad should be created in themed ad groups so that the target users can be driven to the best landing page. Also, we can improve the conversion rates by improving the Landing Page Quality.
Q7: Do you know the process of Google Auction? Explain it.
AdWords displays a list of all keywords, when a user enters a search query, having an exact match, phrase match, or variation.
Ads that are not eligible because of a different target country or are not approved will be filtered out from these ad sets.
Then, only those with a high Ad Rank will display genuine results from the remaining ads.
Q8: How to Calculate clicks and CTR impressions?
When you divide conversions by conversion rate, you will get total clicks.
When you divide the number of clicks by total impressions, you will get CTR.
Q9: Can you tell me the name of a few of the Google Ad word Ad Extensions?
Some common Ad extensions used in ad words are call extensions, location extensions, site links, mobile app extensions, offer ads, review extensions, communication ads, and social annotations.
Q10: Mention different types of keywords
There are four types of keywords,
1 . Research Keywords
It usually contains the name of the product or service. It can contain one or two words.
2 . Consideration
It describes a product or services a little and can contain two or three words.
3 . Purchase
It has more than three words and is related to purchasing the product.
4 . Loyalty
These are shorter keywords.
Q11: What is Google Ad API?
Google Ad API helps in developing an effective and accessible application that directly interacts with Google Ad words server. The main objective of developing this was to represent large and technologically savvy advertisers and third parties.
Q12: What is an Invalid Click and how does Google determines it?
Invalid clicks are unintentional, fake, and malicious software clicks. Google has developed algorithms and mechanisms to automatically detect and filter invalid clicks from the user account.
Q13: What is Remarketing Audience and how to create this list?
The users who visited our website are remarketing audience. We can add the users to the audience list by using the Google Remarketing ads tag on our website.
Q14: How many keywords should I have per ad group?
There is no definitive answer; nonetheless, the typical rule of thumb is less than 30. Twenty to twenty-five keywords are often suggested, however not every organization should use those exact quantities. You don’t need to attain that number for a good campaign, though it’s OK for you to have 20–25 keywords for each ad.
Generally, how many keywords you should employ in each ad group will depend on the content of your ads, your target demographic, and the keywords they use to search online. When using keyword advertising, you should also take keyword quality into account. In every case, quality will prevail over number.
So, 50 low-quality keywords are worse for your ad than 10 high-quality ones. With each advertisement you run, your “ideal” amount will change.
Q15: How do I know if conversion tracking is working correctly?
For PPC advertising to be successful, accurate conversion tracking is a crucial component. You will be able to alter your campaigns for the best results by using this information to determine what is and is not working properly.
Doing a transaction and examining the conversion records will show you whether conversion tracking is operating properly. With Google Analytics and Google AdWords, you can accomplish that as seen below.
- Go to Reports – > Real-time
- Select Conversions
- Open a new window, go to your website and make a transaction.
- Go back to Analytics. If the conversions are set up correctly, the conversion will be visible in Conversions.
By examining the Google Ads tag’s trigger, you can determine whether conversion tracking in Google AdWords is operational. Using a free Chrome extension from a third party, such as Omnibus, to do a check is one way.
- Install the extension.
- Open a new window, go to your website and make a transaction. When it’s complete, and you’re redirected to a thank you page, press F12 on your keyboard (Developer Tools), click on double arrow on the right, and find Omnibug.
- Refresh the page and find the Google Ads tag in the triggered tags list below. If it’s there – the conversions are working correctly.
Q16: Should I bid on competitor’s brand names?
To this, there is no unambiguous response. But based on our experience, your sponsored search strategy shouldn’t place a high importance on bidding on a competitor’s brand name. It’s a better use of your advertising budget to direct it towards other keywords that are performing effectively.
Even if it is registered as a trademark, competitors can purchase your brand name as a keyword. Their advertisement can appear on the SERP when a user searches for your particular business by utilising your brand name as a keyword. You unfortunately have little control over a competitor who uses your trademarks or brand name as a keyword.
However, you can still maintain your competitiveness by doing certain actions. Initially, be sure you are putting in a bid for your own brand. By doing this, rivals won’t be stealing any extra traffic that ought to be directed at you. If you’re running a sponsored ad in addition to showing up in the organic results, this enables you to occupy additional space in the SERPs.
The primary goal of corporations bidding on another’s brand name is to divert attention from their rivals’ websites. The people they wish to reach out to are those who are searching for similar goods or services. This is particularly true where there is less demand for the good or service since fewer individuals are looking for it. As a result, marketers must compete for limited available keywords.
If you decide to try placing a bid on a competitor’s name, we suggest making sure you choose the appropriate opponents (or, if you’re not handling your own marketing, that your agency has chosen the appropriate opponents). Bidding on companies, such as well-known ones with much more products, that aren’t taking your customers away isn’t really necessary. The copy of the advertisement should be customised to set your company apart from that specific rival. Focusing on your unique selling propositions is one method to achieve this. Showcase your brand as the less priced alternative, for instance, if that specific competitor brand offers a comparable but more expensive product or service.