PPC Interview Questions and Answers

Last updated on Feb 06, 2023
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PPC Interview Questions

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

Here in this article, we will be listing frequently asked PPC Interview Questions and Answers with the belief that they will be helpful for you to gain higher marks. Also, to let you know that this article has been written under the guidance of industry professionals and covered all the current competencies.

Q1. What is pay per click and how does it work?

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.

Q2. What is negative keywords in PPC?

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.

Q3. How to improve your landing page quality score?

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
Q4. Explain Google Ads API?
Google’s Ad API is an innovative step taken to help developers in building an effective and scalable approach to directly interact with Google’s AdWords Server. The main motive of this API is to help represent large and tech-savvy advertisers who generally use third parties to manage accounts.
Q5. Explain the process of Google Auction?

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.
Q6. Why is it advised to separate Display Network campaigns?

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.

Q7. How long should advertisers wait after creating a new campaign?

According to Google, the time period of waiting might last anywhere between 2-3 weeks.

Q8. How are Amazon ads displayed, and how to improve ad placement?

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.

Q9. How do I improve my Google quality score?

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
Q10. How to calculate clicks and CTR impressions?
Clicks are calculated by dividing conversions by Conversion Rate, CTR is calculated by Dividing the Number of Clicks with Total Impressions.
Reviewed and verified by Aakanksha Kekan
Aakanksha Kekan

A seasoned digital marketing professional with experience in planning and executing 360 degree digital strategies for organizations in the travel & hospitality, construction, education, scientific com...