Got an interview scheduled for the position of PPC expert? Congrats!! You might be a recent player or a PPC expert, but if you have to appear in an interview, you should do some necessary preparations.
Here we have collected and described 15 possible questions that the interviewer does ask in any interview they conduct for PPC expert profile. Check out these questions, understand the pattern, and prepare well for your interview.
Question 1: Introduce Yourself ( As PPC Expert)
The very first question asked in an interview session is to introduce yourself. As you are attending an interview as PPC experts, so keep your personal intro brief and emphasis on your experience in PPC marketing jobs you did earlier.
Question 2: How do you understand Google Adwords?
Define your understanding of Google AdWords in your own words first. Do include the Google Adword official definition if possible.
Google Adwords in simple words; Google Ads is a paid advertising platform introduced by Google. It is quite popular among various companies worldwide, to get fast results. It allows the user to get their Ads placed in the SERP’s. The process starts with bidding on particular keywords and gets your Ads placed prominently on Google’s Search results, including Display Network & Shopping platforms.
Question 3: How does the PPC campaign works?
Google Adwords goes around the bidding that you make for keywords. Google earns money by charging an advertising cost that an advertiser pays in the form of CPC(cost per click). The CPC amount set by the advertiser is deducted from his added account as per the set objectives of the PPC Ad campaign.
Google Adwords working mechanism works considering the highest bit rate and the ads’ quality score. The Ad’s with highest bids and quality score gets placed on the top of Search Engine Result Pages (SERP).
Question 4: Why do you advocate using Google Adwords instead of Organic SEO strategy?
Google Adwords works differently as that of organic SEO efforts. It accelerates your SEO efforts in a way or another. The more you, the more you get. As simple as that. If you are short in time and aim to earn quick traffic to your website, then PPC is the best option for you. It is like buying traffic and result position for your website. If you have enough budget, you should go for running PPC ad campaigns. Moreover, the clients you will get through PPC will be more relevant for your business.
Question 5: What are various types of Google Ad Campaign?
The interviewer asks this question to know what exactly you have been doing in your PPC. Describe all Ad types even if you haven’t experienced any one or two of these because every business owner doesn’t go with all Ad types. Various PPC ad types are Search, Display, Shopping, Video, Universal App.
Explain in brief about each Ad type if the interviewer seems to be interested in details.Question 6: Explain what is Ad Rank and how it affect CPC?
Ad rank describes your ad position on Google SERP’s, and it totally depends upon the bid you made on keywords and quality score of your ad.
Your Ad rank defines the actual cost-per-click that your competitors have to pay; in other words, your CPC is determined by your competitor’s Ad rank for specific keywords.
To impress your interviewer, you should also explain the formula to calculate the CPC. Here is the formula:
Your Price = The ad rank of the person below you/ your quality score + $0.01Question 7: What is Google Quality Score?
Google quality score is one crucial factor that contributes to deciding your Ad ranking in the PPC campaign. Your ad’s quality determines your Google Quality Score. Other factors such as Click through Rate (CTR) and the landing page quality ascertain the quality score of your ad. A higher the quality score, the lesser CPC you have to pay. The higher Google quality score also help you get better Ad ranking in SERP’s.
Question 8: From your experience to date, what is your average and highest QS?
Do your homework before appearing in an interview. Brush up with the project details and results you produced. Mention some examples of PPC Ad campaign where the average QS was good enough to create a good impression. Be natural; don’t mention the highest QS more than 7 and average QS 6. Do mention, a brief of your analysis strategy, tools, and the testing process you followed to achieve those results.
Question 9: What do you understand by Optimized PPC landing page?
Explain in details how a well designed and optimized landing page can make your campaign a success. An active PPC landing page is vital to connect your Ads with your brand seamlessly. An optimized PPC landing page should include a strong headline along with a supportive tagline, a well-defined CTA, easy-to-fill lead acquisition form, appealing images, relevant text content to add value to your business. Despite the hard work; you put in your any AdWords campaign, it all will go in vain without including an optimized landing page.
Question 10: Do you rely on Google keyword planner or use any 3rd party tools?
Be honest here, name all keyword research and analysis tools you use to finalize keyword for your Ad campaign. Mind it; do emphasis on Google keyword planner tool as that is the prime tool and favored by all business houses. You can name some other like, Spyfu, SEM rush, Ubbersuggest and any other tools that you have used. Also, explain why you like any particular 3rd party tools. Give a brief of benefits you can get while using these tools.
Question 11: According to you, How many ads should be included in each group to optimize ROI?
It all depends upon the parameter that you set for a specific campaign and your implementation strategy for it. For example, if you go with ‘rotate evenly’ setting, then it’s the best idea to jumble between 2-3 ads only. To get the complete hold of the campaign and it becomes easily manageable.
However, if we allow Google AdWords to optimize the settings for your Ad campaign, then we can add more Ad’s in our campaign.
Explain your idea with any of the Ad campaign that you managed the same way.Question 12: What’s your idea of studying competitors PPC strategies?
This question can decide your future with the company. Be prepared to answer such questions. Do your homework to study about this prime business competitors: their market scenario, latest trends, and whose leading in google results for which keywords.
Explain your idea of doing competitor analysis for SEO and PPC campaign. Also, explain how their competitor Ad ranks can affect to ROI of their Ad campaigns.
Let the employer feel that you have come up with the homework done on his business.
Question 13: How do you define Ad extensions, name some ad extensions available in Google Ads?
Ad extensions provide additional information about your product/s with their specific format. They are used to give more value to your ads. Moreover, they contribute to increasing Ad CTR and generate more conversions. Some commonly used ad extensions:
- Sitelink
- Location Extension
- Mobile App Extension
- Call Extension
- Review Extension
- Seller Rating
Question 14: What are the main types of automated bid strategies in Google?
Start with defining automated bidding in brief. Automated bidding is a smart bidding mechanism developed by Google. It analyses your Ad’s past performance and sets next bids to get maximum possible conversions.
Then name these 8 automated bid strategies:- Maximize clicks
- Maximize Conversions
- Target CPA
- Target ROAS
- Target Search Page Location
- Target Outranking Share
- Enhanced CPC
- Target Impression Share
Question 15: Is there any word limit for Google Ads?
Yes, it has. Ad’s description: max – 25 characters Second description section: max-35 characters Destination URL: 1024 characters at maxWell, these are a mix of some advanced and basic PPC question & answers that people tend to ask in PPC interview. Make sure to do your homework. Keep your data and proven results data handy. Be confident and reply with the best of your knowledge.
All the best!!
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