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PPC Interview Questions and Answers

1. What is PPC marketing?
PPC means Pay Per Click. It’s a marketing strategy to drive traffic to our website via search engines and partner sites. Advertiser will only pay if he receives the visit click on his ads.

2. What is meant by Campaign Management?
Campaign management is a process of creating and managing an advertising campaign for a company on Google AdWords. In this we have to divide the campaign based on AdGroups and select relevant keywords for each adgroups. Manage the ad formats and bidding for keywords etc. Campaign manager overall responsibility is to manage the campaign and provide a Positive ROI.

3. What is DFA ?
Double Click for Advertisers. DFA is an ad server which is used to track impressions and clicks for your creatives on various networks. You can’t buy inventory through DFA. You can only track the performance of your campaigns. Main functions of DFA is ad trafficking and reporting.

4. What is DFP ?
DFP stands for Double Click for Publishers. If the publisher prefers to manage themselves the ads which will be broadcasted on their websites, they use DFP. For example most of the public sites like way2sms.com, w3schools.com etc use DFP for ads.

5. What is DBM?
DBM (DoubleClick Bid Manager) is a demand-side platform (DSP) from Google. This helps in buying display media ads using programmatic strategy.

6. What is Ad Trafficking?
Ad trafficking is a process of setting up an ad campaign from a technical aspect. Which means Setting up the campaign, tracking links, the creatives etc… It is usually performed using an ad server or an advertising platform. For example Ad Trafficking is used in DFA/DFP.

7. Do you think DFA is an ad exchange?
No DFA is a not an ad exchange. The purpose of DFA is to track and analyze the impressions/clicks received on the ad creatives.

8. What is Click Tag?
Click tags are used to track the number of clicks on the link from different sources.

9. What is Google Publisher Tags?
GPT is an ad tagging library to dynamically build ad requests. GPT takes key details from you such as ad unit code, ad size, and key-values, builds the request, and displays the ad on web pages or mobile apps. Its is used for tracking purpose.

10. What is difference between direct marketing and branding ?
In a direct marketing campaign the advertiser is interested to target the audience who are most relevant to the business. The major metric to consider in this type is conversion rate, which explains about ROI. Most common campaign types are Search Network Only, Shopping Campaigns, Dynamic Search Ads etc.
In Branding campaign an advertiser needs exposure of his brand on major sites and applications. The most popular methods are Display Ads, Remarketing, Youtube Ads and custom ads target.

11. Which settings cannot be changed after the AdWords account is created ?
Time Zone and Currency cannot be changed after account creation.

12. What is Google AdWords Double Serving policy?
It means that an advertiser cannot advertise for same keywords/websites from multiple accounts. The purpose of this policy is to avoid showing ads of same companies or companies with common ownership. So the users can see the the ads from different providers. Read more about this here

13. What do understand by Quality Score?
Quality Score is a metric which is calculated for each keyword between 1 to 10. The QS defines the quality of keyword compared with Ads and Landing Page. This metric is used to calculate the AdRank, which is used to calculate the ad position.

14. What is the impact of Quality score on CPC and Ad Position ?
Quality Score is inversely proportional to CPC and Directly proportional to Ad Position. That means higher QS means lower cost and higher position.

15. What is Actual CPC ?
The actual cost of a click for an advertiser in an auction. The actual CPC is calculated in realtime and we cannot know the Actual CPC, but we can see Avg. CPC.
Actual CPC = (AdRank to Beat/QS)+$0.01

16. What Kind of Quality Score you can achieve for keywords ?
In my past campaigns I achieved the QS of 7 – 10. I can improve the quality score by using optimization techniques in campaign.

Pay Per Click

17. What are the Factors which affect Quality Score ?
Quality Score depends on the following metrics
CTR of the Keyword
Relevance of Keywords and Ads
Landing Page Quality
Historic Account Data

18. How can you Improve Conversion Rates ?
By creating ads which match perfectly with keywords and creating tightly themed ad groups so we can get targeted users to best landing page. Also by improving the Landing Page quality we can improve the conversions.

19. Is PPC Advertisement effect ranking of websites on search engines ?
Never, Search Engine don’t mix them. Google and other search engines rank both organic and ppc results separately

20. Can you tell me limit of character used for PPC Ads ?
Different Search Engines have different Limit on ads character as for Google you can put maximum 25 for headline and 70 for description 1 and 2 combined.

21. What is Invalid Click and How Google determines the invalid clicks ?
Invalid clicks are the fake clicks, unintentional and malicious software clicks. Google has a sophisticated mechanism and algorithms to automatically detect and filter the invalid clicks from user account. Invalid clicks in AdWords

22. What are PLA Ads?
PLA stands for product listing ads. This ad strategy is used to advertise products ads on Google search and partners. This campaign is also called as Shopping campaign mostly used by E-commerce websites.

23. What is Google MCC?
Google MCC “My Client Center” is a portal which is used by agencies to handle multiple Adwords accounts. Moreover they can invite the client’s Adwords account by sending invitation through their adwords client Id.

24. What is CPA Bidding in Adwords?
CPA Stands for Cost Per Acquisition. In Adwords its further divided into 2 parts i.e. Max CPA or Target CPA. Max CPA i.e. the maximum cost you are willing to pay for any customer acquisition and Target CPA i.e. the average amount you are willing to pay for any customer acquisition; sometimes bid value may be higher or some time it will be lower, but the average will be always between your Target CPA set. You can obtain CPA Bidding by using Conversion code.

25. What are the other two options for bidding other than C-P-C?
The two other ways bidding are:
CPM (Cost per Thousand Impression)
CPA (Cost Per Action).

26. how you can track conversions in Google Adwords?
In Google Adwords, conversion tracking can be done in following ways
Tracking purchases by involving basic tracking code provided by Adwords and modifying it with additional code unique to your particular e-commerce platform
View-through conversion window options tracks when a person sees your ad but does not click it (impression)
By enabling your ad rotation setting to optimize for clicks, meaning that Adwords will serve the ads it feels are likely to be clicked
By accessing search funnels inside tools and analysis, you can also know when customers clicked on your ad for the first time and how frequently they saw your ad before converting.

27. Mention what all things can be done using Google Ad API?
With Google Ad API, you can build an application that can do following things
You can automatically generate keywords, ad text, custom reports and landing pages
Develop additional applications and tools to help you manage accounts
Synchronize Adwords data with your inventory system to manage campaigns based on stock

28. What is Google Ad API?
Google AdWords Application Programming Interface (API) is designed for developers representing large, tech-savvy advertisers and third parties. This tool is very useful for small and big agencies, search engine marketers, and all online marketing professionals who manage multiple client accounts.

29. How you can improve conversion rates?
Need to focus on relevant keywords and create a specific ad group and negative keywords, through this types of targeting we can increase conversion rates.

30. What is conversion optimizer in Adwords?
It tool of google adwords utilizing this for bid manipulation and decides, it measure which clicks is the more valuable for your business. This will help to return maximum on your investment.


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