Google Ads - Interview Question
Google Ads and PPC advertising hold an important place in digital marketing. It’s one of the most efficient ways to reach a large base of targeted audience and convert them into customers for business growth.
In this Google Ads Tutorial for beginners, you will learn everything from setting up a Google Ads account, creating ad campaigns, bidding on keywords, setting the budget, using extensions, running search and display advertisements, and numerous advanced concepts.
Google Ads is an online advertising platform that allows businesses and individuals to run PPC-based advertisements on Google, partner websites, and YouTube. Here, the advertiser needs to pay for the ads on a pay-per-click basis.
Google uses a bidding process to decide the positioning of the ads on various platforms. It is used for promoting services and products in the digital space.
Pay Per Click (PPC) is a model where an advertiser pays Google or any other advertising platform every time the ad is clicked.
PPC is very popular as it can bring visitors immediately to the landing page. The simple concept is that an advertiser pays only on one condition, and that is when the ad gets clicked on.
It uses a bidding system to rank the ads on SERP (Search Engine Results Page) and third-party websites. It decides the ads on the grounds of quality score and maximum bid. Ads with top quality scores and bids win the top ad positions
Once a user requests a query, Google places the relevant ads on the SERPs. Advertisers pay only for clicks on their ad. The overall quality score should be kept high to get ranked without the highest bid.
The reason Google Ads is preferred over social networks is that it is a search engine based on queries and demands.
The PPC model can measure and scale the demand so that SERP can lead to direct conversions. It is also faster, and the visitor range is high on the Google platform than on social networks based on user intent.
It is the position of an ad on the SERP of Google. It is determined by the bid amount, ad competition, quality of the ad, and intent of the user. A good ad rank is helpful in reaching more users on the internet.
The visibility is increased as the ad rank is calculated every time it appears. The ad rank can go up or down based on various factors.
It is a score that is based on the relevancy of the keywords, quality of the landing page, click-through rate (CTR), and the past performance of the ads account.
Google Ads assign a quality score to every keyword on a scale of 1 to 10. A good quality score improves the ranking directly.
CTR (Click-Through-Rate) is used to measure the click rate of the ad. It represents the rate of users who clicked on the ad and those who saw it. For instance, if 1,000 users saw the ad (counted as impressions) and 100 clicked on it, the CTR will be 10%.
The formula is— clicks/impressions*100. It is one of the top factors in determining the ad’s quality score.
It also shows the success of the ads in ad description. Every keyword has a particular CTR. CTR with a higher than usual rating leads to the success of the campaign. The average CTR in Google Ads is 2%, and everything above that is considered good for the campaign.
CPM: Cost per mile or cost per thousand is the amount a user pays for a thousand impressions without the number of clicks an advertiser receives. This is considered the easiest bidding type.
CPC: Cost per click is the amount that is paid for every click. It is the best bidding method in my opinion, as an advertiser gets charged only when a link is clicked. This bidding model is based on the user clicking on the ad.
CPV: Cost per view is when advertisers pay for every unique view of the user. It is used on YouTube majorly. The difficulty is the same as CPC bidding, and the user will determine the best price to bid on a single video.
Yes, I will use PPC for them. It has nothing to do with the name of the brand because it targets relevant audiences with keywords.
It targets location, time, and keywords to find users and help in potential conversions. It will also help because it will work with a precision that will ultimately lead to conversion.
When someone searches for something on Google, the system on Google finds all the relevant keywords and ignores the keywords that are not meant for that particular region.
The competitors can still win an auction if they are using more relevant keywords and proper optimization of Google Ads. Every auction can have different results depending upon the keywords.
Ad auction runs millions of ads every day, and the most relevant are shown to the targeted and relevant audience. An ad goes through an ad auction every time it appears on the search result page.
Time zone and currency can not be changed once an account is created on Google Ads.
The extension is a building block of extra information about the business or service that needs to run the Google Ads. It helps in increasing the traffic to the website.
- Link extension
It is used to add extra links under the main Google Ads link. It is done to direct visitors to other pages of the site. It helps in bounce rate and users. There is a higher chance of conversions from here. Generally, contact us pages, testimonial pages, and special offers pages are included in this.
It is an extension that is used to add the address of the business, contact information, map, and location. This extension helps local businesses more than ever. A user should keep addresses up to date for more inquiries as there will be many local inquiries after that.
Affiliate location extension
The affiliate location extension is used to direct users to locations that can sell your products. It gives the option for customers to purchase from two locations.
- Promotion extension
This extension is used to promote the products by showing extra discounts. You can show the ads on a particular date and time to increase traffic and getting more conversions. It also attracts visitors in the first place.
Structured snippet extension
This extension focuses on specific details of the product or services that visitors should know. When a user knows about the details upfront, there are more chances of conversion.
These extensions are 25-characters snips used to explain the important information about the services or products. It is short which makes it worthy for visitors. Location and detailed contact information is explained in this.
The call extension is used to add a phone number to the ad. This leads to direct conversion as there is nothing between the business and the customer. It is also handy in scheduling calls as per the availability of the business.
The price extension is used to add prices on Google Ads. It is done to set clear expectations for customers as they know what they will pay for getting a service or product. It is also helpful in setting transparency between businesses and customers. A user should use this extension if there are multiple services to offer.
It is a great way to add a mobile app to the ad. With this extension, the promotion of the business app can also be done. Using proper keywords is very helpful in optimizing this extension.
Lead form extension
It is the newest extension in Google Ads. It allows users to contact the business directly from SERPs. All the crucial information that an ad is intended for will be on the SERP without going to the landing page of the business.
Yes, the character limit is 2048 characters for the destination URL. It is the URL where a user lands on clicking an ad.
It is a campaign setting that rotates ads within a particular group. Google gives the option to rotate the ads.
For rotating ads, we need to set ad rotation for the campaign. Sign in to a Google Ads account, and change the campaign from the navigation panel. In the Additional Settings, you can optimize or rotate ads indefinitely and save them.
The headline can be between 1-30 characters, and the description line should be up to 90 characters. You can also add secondary descriptions in Google Ads.
Phrase match is a keyword matching option in Google Ads. Phrase match keywords in Google Ads are used when an advertiser wants to show an ad for the search queries that may have the exact keyword, as well as similar words that have the same meaning as your primary keywords.
An impression is the number of times a user views an ad. This is the overall reach of the ad or the campaign.
The click is the number of times an ad gets clicked. This shows the overall users that visit the landing page from a particular campaign.
It allows advertisers to limit the reach to an individual visitor. It is used so that the same ad is not visible to the same audience. Advertisers can segment them as per their choice. Frequency is the ads displayed over a given time period to the same individual visitor.
I will make a page with proper CTA with a form, purchase option, or the intention of the ad. I will make groups based on keywords and set themes for them.
I will keep the budget in mind and work on the overall quality score. I will also write a catchy headline with a clear CTA.
It is mostly used by local businesses with no website. Advertisers leave their contact numbers on SERP in the ads for clear and straightforward CTA.
This is done without linking any website and plays a vital role in marketing. These ads are only shown on mobile devices as click-to-calls happen from there.
A click that meets the motive of the ad is called a converted click. When a user clicks on an ad and buys the product or meets the expectation of the ad, it comes under converted click.
Basically, when the motive of the ad is successful to a user and clicks coming from there are called converted clicks.
There are 10000 campaigns that can be in Google Ads, and you can have 20000 ad groups per campaign. But, at a time, I could only run and manage a few campaigns from Ads and Extension pages.
It is a place where all the keywords are kept for an ad. It also stores text copies and landing pages. Advertisers should create multiple ad groups based on the keywords. Google work on these groups and show them to the relevant audience.
An ad group has a similar target audience. Every campaign on the internet has multiple ad groups that are used to organize the Google Ads with a common type of motive and theme.
It is designed for large, technical advertisers and third-party advertisers. It allows developers to make programs that can interact with the server of Google Ads.
The Application Programming Interface (API) of Google Ads represents large advertisers and third parties like search engine marketing professionals, agencies, etc. They manage accounts of many clients with campaigns of a larger caliber.
These clicks are unintentional that are caused by malicious software or robots to increase the expenses of the advertisers.
Google algorithm works on it and filters out these clicks. Google also gives credit for the expenses if these clicks get unnoticed by the algorithm.
No, it is not possible to apply the ad on PDF.
Square Ads size: 200*200
Rectangular Ads size: 300*250
Leaderboard Ads size: 728*90, 468*60
Skyscraper Ads size: 160*600, 300*600
The billing can be done with three basic processes.
Automatic billing: It adds the billing based on overall ads shown. Google charges automatically from this method. Ads won’t stop running as payment is done on auto mode.
Manual billing: The billing is done as per the requirements in a manual way. The ads start immediately after the successful payment.
Month-based invoice: This process gives the bills on a monthly basis. You can opt for this if you are registered on Google for more than a year. You should also have a history of running campaigns for this feature.
Return On Ad Spend (ROAS) is calculated by sales/spend. It shows how effective a campaign is. This is a marketing metric that is used to find the revenue from advertising. Overall ROAS of a budget can be measured based on ads and campaigns.
It is a shared object that is intended to be shared by multiple ad campaigns. A shared library is different from library software, and it is loaded from shared libraries into load time memory.
It is known for remarketing audience generators and is used with the audience and placements of the ads.
When an advertiser targets a relevant audience, it is called direct marketing. Search network, dynamic ads, shopping campaigns, etc., comes under this.
When an advertiser needs the exposure of the brand on the major sites for ads, it is called branding. Display ads, remarketing, custom ads target, YouTube ads, etc., come under this.
It is a method of placing ads on a website, videos, or other platforms. Google Ads reporting to reflect web pages on the display where ads are shown on the target that the advertisers have selected.
Ads can be avoided on certain phrases or words with the help of negative keywords. Negative keywords are used so advertisers can stop showing the ads to the users that are frequently searching for similar keywords.
It is very helpful in managing the campaign budget for Google Ads. It is very helpful in avoiding wasting money on users that would never convert.
An advertiser can not use the same keywords and run ads from multiple accounts. This policy is used to prevent ads from the same company to the same userbase.
When an advertiser uses the link of the same website to show more than one Google Ad on similar types of keywords, the action is prevented by a policy of Google. This policy is known as Double Serving Policy.
Enhanced CPC or ECPC helps in conversions. The main difference between target CPA and ECPC is that target CPA generates automatic bids as per target CPA. the ECPC adjusts to the maximum CPC bids that are manually set.
ECPC is used to set adjustments to max CPC bids that are set manually. The target CPA generates bids to try and meet the target CPA.
Broad matches with negative keywords are preferred. The keyword list is created faster with this process, and the ads get more clicks with this method.
A keyword setting is used to filter out the ad for searches where keywords appear in the ad result. In some cases, it might be visible to users.
The first thing that a user sees is the landing page after clicking on an ad. If the overall quality of the landing page is not good, then there are very few chances of conversion.
Users can be convinced by the quality of the landing page and CTA. If that is not proper, all the efforts will go in vain.
I will find the issue based on the notification mail from Google. Accordingly, I will work on the reason for disapproval and make changes in the campaign. I will make changes to the ad copy and website at the same time for a smoother experience.
Google Ads provides code that is implemented on the website, and it can be modified according to the type of platform. The view-through conversion window option shows the number of ads that are shown but not clicked.
In the tools and analysis option, there are search funnels that are used to determine the number of times that the ad was visible to the user before the actual click.
I will make the CTA clear and catchy.
I will try to provide extra benefits of clicking the CTA.
I will try to add urgency to the CTA.
I will make the ad look natural, like a human.
I will use powerful words that match the demand of the audience.
IP addresses are excluded because ad impressions won’t get wasted. In Google Ads, you can exclude up to 500 IP addresses in any campaign.
For doing this, you can find the campaign settings and click on expand the IP exclusion section. You can type the IP addresses that you want to exclude.
As more businesses go online, the digital ad market will see a boost. It is also flexible work as it can be done from anywhere with no time boundaries. The PPC specialist job profile is on the rise and it has immense future scope and possibilities.
PPC career also has visible results, and an advertiser can see immediate results in no time. It is also a wide field as Facebook Ads, and other marketing campaigns can also run if you know about this.
Automatic placement is a method that shows ads automatically without choosing them. The Google Ads are shown on random websites, and apps, on a random basis with the help of AI and algorithm.
Managed placements give the option to choose from the website, location, apps, and video where you can run Google Ads. Advertisers can select the Ad placement as per their own research.
Google Ads is a profession that has measurable results. Businesses hire PPC specialists as they are good at analysis. The overall campaign is based on various factors, and only specialist knows about those factors. The complete design, strategy, implementation, budgeting, and analysis are done by that.
It is a strategy that sets bids on Google Ads automatically based on an impression that actually converts. It helps businesses to gain maximum profit for ad campaigns.
The automated bidding is used with the user device, location, etc. Advertisers don’t have to worry about updating the bid
Remarketing is a method in which advertisers show the ads to the visitors of the website who didn’t convert in the first attempt.
It is also available for search and display. Since the ads in remarketing are customized, it has more potential to reach relevant users who can be converted easily.
It depends on keyword targeting. The good quality score of branded keywords is between 8 to 10. The quality score for low intended commercial keywords is 7. The quality score for high intended commercial keywords is 7 to 9.
Google attribution is used to analyze the performance of the campaign for free. Google attribution 360 is a paid and updated version of the Google attributes.
Google attribution provides details on data collection, 1P bidding integration, and other standard reports. Google attribution 360 gives the same features as other reports and data upload, digital optimization, 3P bidding integration, reprocessing, etc.
There are five types of keyword matches:
Broad Match: This match type helps ads to reach the maximum audience with keywords that are relevant. This match uses the most keywords.
Broad Match Modifier: When there are additional words to the intended keyword for a Google Ad, the match is called a broad match modifier. This involves putting the plus sign (+) in the keyword.
Negative Match: It is used to prevent ads from displaying queries that are not relevant to the service or the business that the ad is intended for.
Phrase Match: When the targeted keyword has a full phrase with the searched keyword, this phrase takes place.
Exact Match: When Ads are shown on the exact keywords that are searched by the user, the match is called the broad match.
It shows the queries and keywords that are used to bring visitors to the website. With the help of these reports, analysis of useful keywords and negative keywords can be done. It is very useful for finding keywords for campaigns.
By increasing the quality score
Increasing the bids
Focusing on relevant ad extensions
Using relevant keywords
Improving the level of keywords
Assigning landing pages as per the types of ads
A conversion optimizer is a tool from Google Ads used to manipulate bids to get a return on investment to the campaign.
It decides the valuable clicks attain higher engagement. With the help of conversion tracking data, the bidding process is done at the basic keyword level. It gives quality clicks and returns better engagement.
CPA targeting in conversion optimizers is of two types:
Target CPA: It is a method where the optimizer targets an average CPA target. It is the amount that an advertiser needs to pay for the conversion. For this feature, there should be more than 15 conversions in the last 30 days.
Max CPA: It is the total amount an advertiser wants to pay for running Google Ads for the campaign.
It can be done with content targeting and audience targeting. Content targeting has methods like keyword method, placement method, display expansion for search, etc. The audience targeting has methods like affinity, demographics, remarketing, similar audiences, etc.
There is a total of seven types of automated bidding strategies:
Targeting search as per location
Targeting outranking share
Targeting Return On Ad Spend (ROAS)
There might be multiple reasons for that. Some of them are:
If the target location is not set
IP is excluded
The campaign has exceeded the daily budget
Google Ads has four types of access levels:
When the quality of ads is good, the amount that is spent on the ad clicks decreases. It increases the chance for ad extensions.
A negative match is used when the advertiser does not want to target the keyword. It is used to filter out the irrelevant audience with similar searches.
Basically, it is the process that is determined on the target decided at the beginning of running a campaign. I will check the data during different times of the day to get a stronghold on the data.
Impression share= impression/ number of eligible impressions. It shows the performance of the ads as compared to the performance of the ad that is run by competitors.
Here are some tips for improving landing page quality:
Simplified lead generation form
Following guidelines of search engines
Easy to understand
The improved loading time of the page
Quality content with easy navigation
Not so many links on the landing page
Strong headline with optimized keywords
I follow these tips to boost the conversion rate:
Create ads based on keywords
Improve quality score
AB the landing page
Improve CTR of ad
Improving and optimizing landing page
Using negative keywords
Top themed ad groups
If there is growing competition on the keyword, the CPC will increase. It can also increase if the quality score is decreasing.
You should check the auction insights and check out when the CPC was normal and get to know about competitors. These reports can be very helpful in finding the reasons for increased CPC.
I will check the conversion tracking order and negative keywords. The budget and location where the ad should target is also a major factor behind a successful campaign.
The quality of the landing page is also important so that should also be kept in knowledge. If there is any need to increase bids on keywords, I will work on increasing the quality score. Replacing the keywords with better quality is also a good option for getting better results.
It is an advertising product that is used to show results and get visitors on Google search engine and Google maps. This is a low-budget strategy where Google takes care of Ads from its side.
With Adwords Express, only four details are shared, which are:
It majorly depends on the target of the campaign. If the target is achieved, it is considered a big success. For commercial business, it is considered the amount spent and the amount earned or total sales.
Good marketing strategy and overall market status are helpful in competitor analysis. The strategies of running ads, content gap, etc., are major factors in competitor analysis. Working on the content gaps and implementing strategies can help the business to outrank competitors.
YouTube homage masthead works on a fixed cost per day model. The advertisers have access to the masthead, and they can run YouTube ads with the CPM model.
There are many publishers that do not include video or image ads. But for the maximum reach of the ad, text on the ad is used. It is preferred as more information can be shown in a shorter period of time with this strategy.
No, you can not use a strobe background. The Google Ad that you placed will get disapproved if I follow this strategy for my campaigns.
I will use the cost per thousand impressions method.
Reservation ads have a fixed price, so there is no bidding involved in this method.
I will need to pay only when a viewer chooses to watch the video. Otherwise, I won’t have to pay anything.
No. I can not do that as it will get the ad disapproved by Google.
Automatic placements are used to target contextual sites with similar themes as the keywords within a particular campaign.
These are the four types of display ads in Google Ads:
Responsive display ads
Google Merchant Center is an ideal tool for website owners who want to sell products through Google Search. You can include the product details, like name, description, and photos, and show them to potential customers.
By creating the right ads using intent-driven keywords, businesses can boost the sales of their products by showing the products on Google Shopping ads.
The Merchant Center also enables integration with Google Analytics so that you can keep track of everything. Product reviews can also be accessed from the same platform. Moreover, Local Search integration brings leads from local customers.
Dynamic Keyword Insertion (DKI) is an advanced form of PPC advertising that changes ad content to match the search query. It allows advertisers to customize the ad to the search intent and query.
The IF is a function that is used to insert a message to text ads on a specified condition. It will show the default text when the condition does not meet. It makes the ad more relevant to the targeted audience base.
A funnel is a strategy that uses a sequence of a campaign that works and analyzes the journey of the buyer. It generates interest and demand that are very similar to the query and targets them to provide leads.
It has three stages:
Top Of The Funnel (TOFU): It is the awareness stage.
Middle Of The Funnel (MOFU): It is the consideration stage.
Bottom Of The Funnel (BOFU): It is the final and action stage
It is a trait for improving the user experience. Google requires all the ads, destinations, and extensions to be as best as it can get. The search engine giant allows ads that have a good appearance and useful content and are easier to connect with the users.
The circumventing policy prevents advertisers from creating new ad content or running any ads. This policy is also applicable to published ads. Google will suspend the associated accounts and payment accounts in case of a breach of this policy.
I won't use tactics that affect the circumventing policy of Google Ads. When Google flags an account for the attempt to circumvent, the account can get suspended. It can be resolved by correcting the issue.
Closing or removing the suspended Ads account also falls under this policy of Google. Creating a new account for running ads for the same business is also not a good idea.
Forecasting in Google Ads is the practice of making predictions based on the performance of keywords based on the previous results of campaigns and data. It is also called PPC keyword forecasting.
The maximum character limit is 2048 characters in Google Ads.
Lists created with RLSAs can have a maximum time duration of 180 days. The number of visitors on a landing page during specific dates option is used for creating the list.
AdWords Editor Archive (AEA) is used as a backup file in Google Ads. Changes in the campaign with the help of drafts and comments can be done with this type in Google Ads. AEA can also be imported at any time for use when needed.
AdWords Editor Share (AES) is used to share proposed changes with coworkers on the campaign. An advertiser can export the account completely from the Google Ads file menu.
It is a score by Google that is given to the ad campaigns based on the bid quality score. Google gives top rankings to websites with better landing pages and better ad quality. Positioning between 1 to 4 is considered a good average position.
First of all, I will determine the budget for the campaign. Then, I will set goals that I want to achieve with Google Ads. I will set the amount for the time frame and keep a good track of it. I will also make sure that I allocate the budget to the right type of ads.
Almost every business is going online, and the demand is very high for ad campaigns in the digital space. Small businesses in the digital market spend around 12 to 20 percent of their revenue on Google Ads. Big businesses spend around 5 to 12 percent of their revenue on ads.
It can be done by creating a proper strategy, comprising the following points:
Setting marketing goals
Creating the plan for the whole duration of the ad
Calculation of expected costing and return on investment
Allocation of budget properly
Track the campaign
Remaking the strategy based on previous data
It is the list of categories used by Google that helps categorize products in a list. In Google Ads, there are more than 6000 departments and categories. All the products are assigned a category automatically in the product taxonomy from Google.
Click farming is a form of fraud. It is a process where a group of people clicks on paid advertising links for the fraudsters or the click farmers. It is done to waste competitors’ money spent on advertisements.
A keyword should appear one time in an ad group. If an advertiser has multiple ad groups with the exact keyword, the ranking will be decided on the basis of quality score. The keyword with the highest quality score is original, and other keywords are considered duplicate keywords.