PPC Interview Questions and Answers
PPC stands for Pay-Per-Click and it is one of the parameters to calculate an advertisement cost in various platforms. Google Adwords, Facebook, LinkedIn and Amazon, all have this type of ad settings.
In this, an advertiser is billed only for the number of clicks on the specific ad and not on impression. The advertiser is only paying for clicks, and the audience would click on the ad only if he/she is interested in the product/service. Below is a list of the most frequently asked interview questions in the PPC field. If you are going for a job position like Digital Marketer or Social Media.
Most Frequently Asked PPC Interview Questions
PPC is an online advertising model used by multiple online platforms. It works on a simple methodology, Businesses are charged only when a user actually clicks on the ad.
Negative Keyword in PPC is a keyword which is included in the Ad Platform so that your Ad is not shown for that phrase in your keyword variations.
The following factors play a large role in affecting your landing page score:
- Original, useful and highly relevant content
- Transparency between pages
- Navigation & Access
- Having a low bounce rate, i.e. visitors spend more time on your page
The Google auction process is as follows:
- When a user enters a search query, AdWords displays a list of all keywords related to it, having an exact match, phrase match or variation.
- From these ad sets, ads which are not eligible as in have a different target country or have been disapproved, will be filtered out.
- From the remaining ads, only those with a high Ad Rank will show genuine results.
Search Network and Display Network Ads have very different functions and parameters for scaling. Hence, it is advised to have separate campaigns for these ads.
According to Google, the time period of waiting might last anywhere between 2-3 weeks.
Amazon ads are displayed at the top, right, middle, bottom or on the product detail pages. Like all other PPC campaigns, improving ad placement means changing or updating search relevance, bid amount and targeted keywords.
There are numerous factors which combine together to affect the quality score of your Landing Page. Some of the major factors are mentioned below:
- The relevance of keywords to your ad group
- Click-Through Rate (CTR), optimum should be between 1-5%
- The quality of your landing page like responsive, page load time and other On-Page SEO factors
- The relevance of the text in your ad
- User experience, how the flow is maintained between sections of a page
- Your historical performance in AdWords
Go to the Ad Campaign Manager. Now, under Tools, choose Conversions from the drop-down menu. Inside the conversion table, you can select the particular conversion action you want to check in the column of Conversion. Go to the Tracking Status Column referring to the action you have selected to check its status.
In the PPC field, keywords are divided into 9 categories:
- Short-tail keyword
- Long-tail keyword
- Short-term fresh keyword
- Long-term evergreen keyword
- Product defining keyword
- Customer defining keyword
- Geo-targeting keyword
- LSI keyword
- Intent targeting keywords
CPM is an older method of calculating revenue costing of an ad. It’s full form is Cost Per Mile, but it actually means cost per 1000 impressions.
Remarketing is important because of the following reasons:
- Higher Engagement rate with Your Target Audience
- Very helpful in Brand Awareness
- Helps increase Conversions on your Website considerably
- Attract possible customers via content sharing