ppc interview questions and answers - Indras Academy (2023)

1. What is Google Ads?

Google Ads is an online advertising platform developed by Google that allows businesses and individuals to create and display ads to reach their target audience on Google’s search engine and other websites that participate in Google’s ad network.

The platform works on a pay-per-click (PPC) model, where advertisers bid on specific keywords relevant to their product or service, and only pay when someone clicks on their ad. Google Ads also offers various ad formats such as text, display, video, and shopping ads, which can be customized to suit different marketing objectives and budgets.

With Google Ads, advertisers can target their ads based on factors such as location, demographics, interests, and search queries, making it a powerful tool for reaching potential customers and driving website traffic, leads, and sales.

2. How do Google Ads work?

Google Ads allows businesses to reach their target audience through a bidding system, where advertisers bid on specific keywords and ad placements. Advertisers pay only when someone clicks on their ad, making it a cost-effective way to reach potential customers and drive website traffic, leads, and sales.

3. What is the actual cost per click?

The actual cost per click (CPC) in Google Ads is the amount an advertiser pays for each click on their ad. The CPC can vary depending on factors such as the competitiveness of the keyword, the quality of the ad and landing page, and the maximum bid amount set by the advertiser.

When an ad is triggered by a search query or other targeting option, an auction takes place to determine which ads will be shown and in what order. The auction takes into account the maximum bid amount and the ad’s Quality Score, which is a measure of the ad’s relevance and performance.

The actual CPC paid by the advertiser is often lower than the maximum bid amount, as they only pay enough to beat the next highest bidder’s Ad Rank, which is calculated by multiplying the maximum bid amount by the ad’s Quality Score. This means that advertisers can improve their ad’s performance and reduce their actual CPC by improving the quality of their ads and landing pages.

4. What is Ad Rank?

Ad Rank is a key factor in determining which ads are shown and in what order on Google’s search engine results page (SERP) and other websites that participate in Google’s ad network. Ad Rank is calculated by taking into account the maximum bid amount, the ad’s Quality Score

Ad Rank = Max CPC Bid x Quality Score

The Max CPC Bid is the maximum amount an advertiser is willing to pay for a click on their ad, while the Quality Score is a measure of the ad’s relevance and performance based on factors such as the ad’s expected click-through rate, ad relevance, and landing page experience.

Ad Rank determines the ad’s position on the SERP and the cost per click (CPC) paid by the advertiser. The ad with the highest Ad Rank will typically appear in the top position, while the ad with the lowest Ad Rank may not appear at all.

5. What is Quality Score?

Quality Score is a metric used by Google Ads to evaluate the relevance and performance of an ad, keyword, and landing page. It’s calculated based on several factors, including the ad’s expected click-through rate (CTR), ad relevance, and landing page experience.

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Here’s how each factor is measured:

Expected CTR: This factor measures the likelihood that someone will click on your ad when it appears for a particular search query. It’s based on historical performance data for the keyword and ad combination.

Ad Relevance: This factor measures how closely your ad relates to the search query and how relevant it is to the user’s search intent.

Landing Page Experience: This factor measures the relevance and user experience of the landing page that the ad leads to. It considers factors such as the loading speed, mobile-friendliness, and the content’s relevance to the ad and search query.

Each factor is scored on a scale of 1 to 10, with 10 being the highest score. The Quality Score is then calculated by taking into account the weight and importance of each factor in relation to the ad’s performance.

A high Quality Score can lead to higher ad rankings, lower cost per click, and more impressions for the advertiser. It can also improve the ad’s performance and user experience, leading to higher click-through rates, conversions, and customer satisfaction.

Therefore, it’s important for advertisers to optimize their Quality Score by creating relevant and compelling ads, using targeted keywords, and optimizing their landing pages for user experience and relevance. This can help them improve their ad’s performance and ROI in the long run.

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

After creating a Google Ads account, the currency and time zone settings cannot be changed. This is an important detail to consider during the account creation process, as it can impact how ad performance data is reported and how payments are processed.

7. How can conversion rates be improved?

Improving conversion rates in Google Ads involves optimizing various aspects of your campaigns, including ad copy, targeting, bidding, and landing pages. Here are some tips to help improve your conversion rates:

Use targeted keywords: Choose relevant and targeted keywords that align with the user’s search intent and match the content of your ad and landing page. Avoid broad or irrelevant keywords that may attract clicks but not lead to conversions.

Optimize ad copy: Write compelling and relevant ad copy that highlights the unique value proposition of your product or service. Use a clear call-to-action (CTA) that prompts users to take the desired action.

Use ad extensions: Use ad extensions such as call extensions, sitelink extensions, and structured snippets to provide more information and options to users.

Use relevant landing pages: Ensure that the landing pages users are directed to are relevant and optimized for conversions. The landing pages should match the ad copy and keywords and provide a clear and compelling value proposition and call-to-action.

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Test and optimize bidding strategies: Test different bidding strategies such as manual bidding, automated bidding, and target CPA bidding to find the most effective bidding approach for your campaign goals.

Monitor and adjust campaign performance: Regularly monitor.

8. What is a Remarketing Audience?

A remarketing audience in Google Ads is a group of users who have previously interacted with your website or app and have been tagged with a cookie or a mobile advertising ID. This tag allows you to show targeted ads to these users as they browse the web, use apps, or search on Google.

Remarketing audiences can be created based on various criteria, such as:

Website visitors: Users who have visited your website or specific pages on your website.

App users: Users who have installed and interacted with your app.

Customer lists: Users who have provided their contact information, such as email addresses, phone numbers, or physical addresses.

YouTube users: Users who have engaged with your YouTube videos or channel.

Custom combinations: Users who meet multiple criteria, such as visiting a specific page on your website and spending a certain amount of time on it.

Once you have created a remarketing audience, you can use it to create targeted ads and bid on relevant keywords. Remarketing ads can be highly effective as they are shown to users who have already shown an interest in your business, increasing the likelihood of conversion. They can also help to increase brand awareness and reinforce your messaging to users who may not have converted during their initial visit to your website or app.

9. What is CTR and how to improve?

CTR stands for Click-Through Rate, which is the percentage of clicks an ad receives out of the total number of impressions (i.e., the number of times the ad was displayed to users). CTR is an important metric in Google Ads as it helps to measure the effectiveness of your ad copy, targeting, and bidding strategy.

Improving your CTR can result in more clicks, higher quality scores, and better ad performance overall. Here are some tips to help improve your CTR:

Use relevant keywords: Choose targeted and relevant keywords that align with the user’s search intent and match the content of your ad and landing page.

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Write compelling ad copy: Write ad copy that is compelling, relevant, and highlights the unique value proposition of your product or service. Use a clear call-to-action (CTA) that prompts users to take the desired action.

Use ad extensions: Use ad extensions such as call extensions, sitelink extensions, and structured snippets to provide more information and options to users.

Test different ad formats: Experiment with different ad formats such as text, display, and responsive ads to see which ones perform best for your business.

Optimize landing pages: Ensure that the landing pages users are directed to are relevant and optimized for conversions. The landing pages should match the ad copy and keywords and provide a clear and compelling value proposition and call-to-action.

Monitor and adjust bids: Regularly monitor and adjust your bids to ensure that you are bidding competitively and getting the most out of your budget.

By implementing these tips, you can improve your CTR, which can lead to better ad performance and a higher return on investment (ROI) for your Google Ads campaigns.

10. How does Quality Score affect ad position and CPC?

Quality Score is an important metric in Google Ads that measures the relevance and quality of your ads, keywords, and landing pages. It is calculated based on several factors, including expected click-through rate (CTR), ad relevance, and landing page experience. Quality Score affects ad position and cost-per-click (CPC) in the following ways:

Ad position: Quality Score plays a significant role in determining your ad position on the search results page. Ads with a higher Quality Score are more likely to appear in higher positions on the page than ads with a lower Quality Score.

CPC: Quality Score also affects the cost-per-click (CPC) of your ads. Ads with a higher Quality Score may result in a lower CPC than ads with a lower Quality Score, even if both ads are bidding on the same keywords. This is because Google rewards advertisers who provide a positive user experience by lowering their costs and placing them in higher positions.

Ad rank: Ad Rank is another important factor that determines ad position and CPC. Ad Rank is calculated by multiplying the maximum CPC bid with the Quality Score. Ads with a higher Ad Rank are more likely to appear in higher positions and pay a lower CPC.

In summary, Quality Score plays a crucial role in determining ad position and CPC in Google Ads. By optimizing your ad relevance, expected click-through rate, and landing page experience, you can improve your Quality Score, which can lead to higher ad positions and lower CPCs, resulting in a better return on investment (ROI) for your Google Ads campaigns.

Keyword insertion is a feature in Google Ads that allows you to dynamically insert a user’s search query into your ad text. This feature can help improve the relevance of your ads by tailoring the ad copy to match the user’s search intent.

11. What is keyword insertion?

To use keyword insertion, you would place the code “{Keyword: Default Text}” in your ad headline, description, or display URL. When your ad is triggered by a user’s search query, Google will replace “{Keyword}” with the keyword that triggered the ad, and if the keyword is too long or can’t be used for any other reason, the default text will be used instead.

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For example, if you sell running shoes and use the keyword insertion code in your ad headline, your ad may appear as follows:

Headline: Buy {Keyword: Running Shoes} Online

Description: Wide Selection of {Keyword: Running Shoes} for Men and Women. Free Shipping on Orders Over $50.

If a user searches for “best trail running shoes”, the ad may appear as “Buy Trail Running Shoes Online” and “Wide Selection of Trail Running Shoes for Men and Women. Free Shipping on Orders Over $50.” By dynamically inserting the keyword, the ad is more relevant to the user’s search query, which can improve the ad’s click-through rate (CTR) and overall performance.

12. What are Search Terms?

Search terms, in the context of Google Ads, refer to the actual words or phrases that users enter into the Google search bar and trigger your ads to show up. When a user searches for something on Google, their search term is matched against the keywords you have selected in your Google Ads campaigns. If there is a match, your ad may appear in the search results.

Google Ads allows you to view the search terms that triggered your ads by accessing the “Search terms” report. This report shows you the actual search queries that users entered before they clicked on your ads. By reviewing this report, you can see which search terms are generating the most clicks and conversions, and adjust your keyword targeting and ad copy accordingly.

The “Search terms” report can also help you identify negative keywords – search terms that are triggering your ads but are not relevant to your business. By adding negative keywords to your campaigns, you can prevent your ads from showing for irrelevant searches, which can help improve your campaign’s click-through rate (CTR) and overall performance.

Overall, understanding search terms and using the “Search terms” report effectively is essential to optimizing your Google Ads campaigns and ensuring that your ads are reaching the right audience.

13. What is a Phrase Match?

In Google Ads, a phrase match is a keyword matching option that allows you to show your ad for searches that include the exact phrase you specify, along with additional words before or after the phrase.

When you use phrase match, you enclose your keyword phrase in quotation marks, such as “running shoes for men”. This tells Google Ads to only show your ad for searches that include the exact phrase “running shoes for men”, along with any words before or after it. This means your ad could be triggered by searches like “buy running shoes for men” or “best running shoes for men”, but not by searches for “women’s running shoes” or “running shoes for kids”.

Using phrase match can help you reach a more targeted audience and ensure that your ads are showing for relevant searches. It can also help you avoid irrelevant clicks and improve the click-through rate (CTR) of your ads.

It’s important to note that with phrase match, your ad may still show for close variations of your keyword phrase, such as singular or plural forms, misspellings, or abbreviations. This is designed to capture relevant searches and improve the reach of your ads. If you want more control over which searches trigger your ads, you can use exact match or negative keywords.


Why are you interested in PPC? ›

Your work will have visible, measurable results. Technical, organizational, analytical skills shine. Growing your clients'/employer's business increases your value and often your compensation. You will gain a behind-the-scenes understanding of the most popular networks like Facebook, Google, and Amazon.

What are the top 5 interview questions and answers PDF? ›

Top 10 Interview Questions and Best Answers
  • Tell Me About Yourself. ...
  • Why Are You the Best Person for the Job? ...
  • Why Do You Want This Job? ...
  • How Has Your Experience Prepared You for This Role? ...
  • Why Are You Leaving (or Have Left) Your Job? ...
  • What Is Your Greatest Strength? ...
  • What Is Your Greatest Weakness?
Dec 10, 2022

What are the 3 C's of interview questions? ›

When it comes to interviewing, confidence, competence, and credibility are essential tools for success and often elude even the most experienced investigators.

What are the 3 P's of job interview? ›

Interviews: The 3 P's - Preparation, preparation, preparation.

What are the 7 commonly asked interview questions? ›

How to master these 7 common interview questions
  • Where do you see yourself in five years time? ...
  • What are your strengths/weaknesses? ...
  • Why should I hire you? ...
  • Tell me about yourself/your work experience. ...
  • Why do you want this job? ...
  • What are your salary expectations? ...
  • Why are you the right fit to succeed in this role?

What are 6 common interview questions? ›

Answering Six Common Interview Questions
  1. Tell me about yourself. This is often the opening question in an interview. ...
  2. Why should we recruit you? ...
  3. Why do you want to work here? ...
  4. What are your weaknesses? ...
  5. What did you dislike about your last job? ...
  6. Where do you see yourself in five years?

What is the most important part of PPC? ›

Landing Pages:- A Landing page is the most important component of PPC marketing. Customized pay-per-click landing pages gives customers what they need without the hassle of going through your home page.

What are PPC skills? ›

PPC specialists are experts in internet advertising, responsible for planning and optimising the effectiveness of online advertising campaigns. Pay-per-click (PPC) is the term used to refer to paid advertising on the internet, usually though Google AdWords or Bing Ads.

How can I be successful in PPC? ›

5 Simple Steps to Develop an Effective PPC Campaign Strategy
  1. Step 1: Define your goals. ...
  2. Step 2: Audience targeting. ...
  3. Step 3: Optimize your landing pages. ...
  4. Step 4: Create your ads. ...
  5. Step 5: Analyze and optimize your PPC campaign strategy.
Jan 11, 2019

What are the 3 most popular questions asked at any interview? ›

Common interview questions
  • Tell me about yourself.
  • Why are you interested in working for this company?
  • Tell me about your education.
  • Why have you chosen this particular field?
  • Describe your best/worst boss.
  • In a job, what interests you most/least?
  • What is your major weakness?

How do you handle stress and pressure? ›

Taking steps to manage stress
  1. Track your stressors. Keep a journal for a week or two to identify which situations create the most stress and how you respond to them. ...
  2. Develop healthy responses. ...
  3. Establish boundaries. ...
  4. Take time to recharge. ...
  5. Learn how to relax. ...
  6. Talk to your supervisor. ...
  7. Get some support.
Jul 1, 2014

What is the 80 20 rule in interviewing? ›

As a rule of thumb, it is recommended that you spend just 20% of your preparation time researching the company in question, and 80% of your time focusing on yourself and your relevant skills and experience.

What is the STAR method in interviewing? ›

The STAR method is a structured manner of responding to a behavioral-based interview question by discussing the specific situation, task, action, and result of the situation you are describing.

What do you say in Tell me about yourself? ›

Your answer to the "tell me about yourself" question should describe your current situation, your past job experience, the reason you're a good fit for the role, and how you align with the company values. Tell the interviewer about your current position and a recent big accomplishment or positive feedback you received.

How do you stand out in a third interview? ›

Tips to prepare for a third interview
  1. Review notes or recall information from your previous interviews.
  2. Prepare responses to behavioral questions.
  3. Research your interviewers.
  4. Prepare some questions to ask your interviewers.
Mar 10, 2023

What are the three 3 basic approaches to interview? ›

There are many different types of interview approaches and techniques, Generally speaking, all interviews fall into one of three categories: structured, semi-structured, and depth/unstructured interviews.

Are the three most important keys to success in interview? ›

The impression you make on the interviewer often can outweigh your actual credentials. Your poise, attitude, basic social skills, and ability to communicate are evaluated along with your experience and education.

What is the best color to wear to an interview? ›

The best colors to wear to an interview are ones that are neutral such as black, navy, gray and brown. White is also an appropriate neutral color for a shirt or blouse. Depending on your preference, you can also add a bit of color to an interview outfit to introduce your own personality.

What is your weakness point answer? ›

Answer “what is your greatest weakness” by choosing a skill that is not essential to the job you're applying to and by stressing exactly how you're practically addressing your weakness. Some skills that you can use as weaknesses include impatience, multitasking, self-criticism, and procrastination.

What are your 5 weaknesses? ›

Sample responses to “What are your weaknesses?”
  • Self-criticism. I can be quite critical of myself, which can lead to negative self-talk and eventual burnout. ...
  • Fear of public speaking. I am a naturally shy person. ...
  • Procrastination. ...
  • Issues with delegating tasks. ...
  • Lack of experience with skill or software.

What are the 10 most common interview questions with answers? ›

10 most common interview questions and answers
  • Tell me about yourself.
  • What attracted you to our company?
  • Tell me about your strengths.
  • What are your weaknesses?
  • Where do you see yourself in five years?
  • Tell me about a time where you encountered a business challenge?

What are the 10 most frequently asked interview questions? ›

Answers to 10 Most Common Job Interview Questions
  • What Are Your Weaknesses? ...
  • Why Should We Hire You? ...
  • Why Do You Want to Work Here? ...
  • What Are Your Goals? ...
  • Why Did You Leave (or Why Are You Leaving) Your Job? ...
  • When Were You Most Satisfied in Your Job? ...
  • What Can You Do for Us That Other Candidates Can't?

What makes you a good fit for this job? ›

You need to highlight why you're the best match for the role by explaining the accomplishments, skills, or personality traits that set you apart. However, don't criticize other candidates while you do so. Maintain a positive tone and keep the response focused on what you can offer, rather than what others can't.

What are the 5 key aspects of PPC? ›

5 elements to a Successful Pay Per Click (PPC) Campaign are keywords, Ads, Bid, Price, Landing Page, and Conversion path. To achieve optimal results, all elements of a PPC campaign must operate together synergistic.

What are two advantages of PPC? ›

The benefits of running PPC advertising include: Cost effective - because you only pay when a user actually reaches your website, it can be good value for money. You can choose to spend as much or as little as you like. Targeted - you can choose your audience according to demographics like location, language and device.

What are the types of PPC? ›

Types of pay-per-click advertising
  • Paid search marketing. Paid search marketing is one of the most common types of pay-per-click (PPC) advertising. ...
  • Display advertising. ...
  • Social media advertising. ...
  • Retargeting PPC advertising. ...
  • Price comparison website advertising. ...
  • Affiliate marketing.

What are the 4 C's of PPC? ›

PPC Signal is an AI-driven application you can leverage to implement the customer, cost, convenience, and communication (4 Cs of marketing).

What are 3 traits a PPC Manager should have? ›

Key PPC manager personality traits.
  • Proper experience and certifications. ...
  • A personality conducive to the field. ...
  • Strong communication skills. ...
  • Satisfied past customers. ...
  • Strong organization skills.
Apr 10, 2020

What are PPC key words? ›

Keywords are the foundation for everything in PPC. Keywords are what you use to define where your ads should appear. Without a solid understanding of what keywords are and how to use them effectively, you'll never be successful with PPC.

Is PPC a high paying job? ›

The average salary for PPC professionals ranges from $45,875-$174,215 in the U.S., $52,000-$149,000 in Australia and New Zealand, €37,900-€67,330 in Europe and $45,250 to $154,250 in Canada, depending on experience.

Is PPC difficult? ›

Is PPC hard to learn? No, but it's hard to master.

Is PPC a good job? ›

The young professionals having the doubt “Is PPC a good career?” should be well assured that yes, it is a very good career. Organizations are turning their focus on having a strong digital presence. The field is expected to grow and is here to stay. PPC is a highly beneficial tool that helps marketers.

How can you see yourself 5 years from now? ›

Answer for “Where do you see yourself in 5 years?” “In five years, I see myself as an integral part of the company who has helped contribute to the growth and success of the organization. I would like to continue developing my skills and knowledge in order to be able to take on more responsibility within the company.

Can you tell me about yourself sample answer? ›

My strengths are I am a quick Learner, a self-motivator, a good Advisor, and Hard-working Person. My short-term goal is to get a job in a reputed company. My long-term goal is to achieve a good position where I can build my career and organization too. My hobbies are listening to Music, internet surfing.

What are 3 questions not to ask in an interview? ›

  • Questions You Should Never Ask in a Job Interview.
  • Anything Related to Salary or Benefits. ...
  • Questions That Start With “Why?” ...
  • “Who is Your Competition?” ...
  • “How Often Do Reviews Occur?” ...
  • “May I Arrive Early or Leave Late as Long as I Get My Hours In?” ...
  • “Can I Work From Home?” ...
  • “Would You Like to See My References?”

What attracted you to this position? ›

Example answer:

One of the big factors that attracted me to this role is the company itself, I have loved your recent innovations and the development of 'X'. Historically, the company has proven time and time again to be a market leader and that would be a great environment for me to develop in.

Why should I hire you example? ›

For starters, I have all the skills and experience listed in the job description, and I'm confident that I can make an immediate impact on your company. It's not just my background in leading successful projects for Fortune 500 companies, but also my passion for the industry that drives me to succeed.

Can you work under pressure? ›

The answer is Yes. We surely can work under stress but the cons in working under pressure or stress is that it hinders or blocks your creativity and ability to take smart decisions. So to overcome this situation, we should stay calm and breathe more.

Why should we hire you? ›

“I should be hired for this role because of my relevant skills, experience, and passion for the industry. I've researched the company and can add value to its growth. My positive attitude, work ethics, and long-term goals align with the job requirements, making me a committed and valuable asset to the company.”

How to pass police interview questions? ›

8 Interview tips for police jobs
  1. Know the keywords. ...
  2. Make a mental list of your skills and experience. ...
  3. Review common interview questions. ...
  4. Elaborate on your answers. ...
  5. Have a positive approach. ...
  6. Anticipate the participants. ...
  7. Plan to avoid failure. ...
  8. Prepare to discuss your future.
Jul 22, 2022

What is the rule of 3 in interviewing? ›

Make sure you interact with them at least three times, preferably in three different environments and/or situations. Taking the time to engage with your candidates multiple times will help let the “crazy out of the can” if it's in there. Most people can hold it together for a single interview session.

What is your greatest weakness answer samples? ›

Example: “My greatest weakness is that I sometimes have a hard time letting go of a project. I'm the biggest critic of my work. I can always find something that needs to be improved or changed. To help myself improve in this area, I give myself deadlines for revisions.

How do I stop being nervous in a police interview? ›

Putting attention on your audience can help you feel less nervous. Visualization: Visualize success before you ever get in front of your panel. Enjoy and engage in the present moment: By being present-oriented, you don't worry about the future consequences.

What is the star technique in interviews? ›

The STAR method is a structured manner of responding to a behavioral-based interview question by discussing the specific situation, task, action, and result of the situation you are describing.


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