Google Ads (AdWords)
Campaign – A set of ad groups (ads, keywords, and bids) that share a budget, location targeting, and other settings. Campaigns are often used to organize categories of products or services that you offer.
- Search Network campaign
- Display Network campaign
- Shopping campaign
- Video campaign
- App campaign
Different campaign types – As you get started with your campaign setup, you’ll be asked to select campaign goals and pick a campaign type.
- Website traffic
- Product & brand consideration
- Brand Awareness & reach
- App promotion
An ad group contains one or more ads that share similar targets.
- Each of your campaigns is made up of one or more ad groups.
- Use ad groups to organize your ads by a common theme. For example, try separating ad groups into the different product or service types you offer. In the table below, each ad group contains a keyword list focusing on a product you’d sell. The keyword list in each ad group tells our system to show ads for these products only on websites related to them.
Ad group1: desserts
Ad group2: beverages
Ad group3: snacks
|pumpkin pies||coffee||pita chips|
|apple pie||iced coffee||beef jerky|
|chocolate cake||iced tea||salted peanuts|
|ice cream||sparkling water||mixed nuts|
|cookies||orange juice||rice crackers|
Google Ads Interview Questions
Question 1) Define Ads
Ads formally known as AdWords, is an advertising platform by Google where the keywords go through a bidding process. The search engine and its affiliated sites then display the advertisements based on these keywords, when a user searches for a product or service online. The advertiser has to pay for every click on his advertisement.
Question 2) what do you mean by Ads keywords?
Ads Keywords are the phrases, which are auctioned by Google and advertisers bid on them. The advertisement shall then appear on a Search Engine Page Result (SEPR) based on the auctioned keyword when the user is looking for a product or service. The keywords can be searched using a Google Keyword Planner where an advertiser can also check the performance of a specific keyword.
Question 3) what is Google Quality Score?
In order to make sure that the advertisements displayed are relevant to the users, Google uses metrics. The Google gives a quality score to every keyword, which depends on certain factors such as CTR, keyword relevance, and the quality of the landing page. A high-quality score will result in higher ad ranking thus getting more conversions.
Question 4) Explain what is an ad group in Google Ads?
Ad group is an umbrella term for all the Ads advertisements, keywords, and landing pages. It contains one or more ads that target a shared set of keywords. An advertiser can put relevant keywords in one ad group and not dump all the keywords into the same ad group. Google rewards those advertisers who use well-structured ad groups in their campaigns, thus; one should use ad groups to organize the ads by a common theme. You can bid on your ad group’s keyword to trigger ads or you can also set individual prices for each keyword in your ad groups.
Question 5) Explain what is conversion optimizer in Ads?
Conversion optimizer in Ads is a feature that helps you drive more conversions at lower cost. It uses your Ads conversion tracking data to manage the bidding process at keyword level so that your ads drive as many conversions as possible at or below your (advertiser’s) specified cost per conversion (also called cost per action, CPA). It helps in getting a better return on investment by segregating the unprofitable clicks from the profitable clicks for your campaigns.
Question 6) Explain how does a Google auction work?
Once a user shoots a query in Google search box, the search engine processes the request and runs an auction. It checks the keyword entered by the user and if one or more advertisers are bidding on that keyword, then auction in triggered. Once the auction process starts, Google looks upon various parameters such as advertiser’s quality score which includes CTR, ad relevancy, etc and maximum bid given by the advertiser. The ad with the highest ad rank (maximum bid x quality score) wins the auction and the ad is displayed in first position. The SERP contains 7 ad positions and the auction process decides the ads position of each ad run by different advertisers.
Question 7) what are Google Ad Extensions?
Google Ad Extensions are extra space provided to advertisers for giving additional information about their business. These include extra snippets of relevant information about your business such as location, phone number, business ratings, sitelinks, offer ads or a link to some specific website. Ad extensions are free to your ads without any extra payment of clicks. It also improves your site’s visibility and can help you generate more lead which in turn would create greater ROI.
Question 8) what is the formula to find CTR (Click Through Rate)? Does CTR help in improving quality score?
CTR is calculated by dividing the total clicks on your ad by the total impressions received by your ad and then multiplying it by 100. You can use CTR to gauge the efficiency of your keywords and improve those keywords, which are less result-driven. A higher CTR is a good indication that your ads and keywords are relevant to your users.
CTR= (total clicks/total impressions) *100
Question 9) what is the first step that you should take if your ads get disapproved for any reason?
Google is entitled to disapprove any ad if it doesn’t lies within its protocols. If your ad gets disapproved, then you will receive an email from Google saying that your ad has been disapproved. You have scrutinize your ad and find out the reasons for disapproval. Once you know the reason, you have to work on editing your ad and fix it immediately. Sometimes, you need to change the content of your ad and sometimes you have to alter it along with your website. However, there are other reasons for disapproval of ads that marketers should be aware of like your ad may contain some copyrighted elements or your root domain is different in your display and destination URL.
Question 10) What is the significance of Impression share metric?
A PPC campaign takes help of various metrics to check the performance of your campaign. One important metrics among them is Impression share metric that marketers have to eye on for checking the efficiency of their ads. It is gauged by dividing the impressions you’ve received on the search network with the estimated number of impressions you were eligible to receive. High search impression share is a positive indicator of whether or not your budget can support the search volume of your keywords.
Question 11) What is Google Ads Double Serving policy?
In order to make the auction process fair and to avoid abuse in ad networks, Google has discouraged advertisers from running ads for the same or similar businesses across multiple accounts triggered by the same or similar keywords. This policy is known as ‘double serving policy’ and Google has strictly prohibited multiple ads from the same company from appearing on the same search engine result page. It curtails the problem of displaying more than one ad and users can see ads from different companies in one SERP.
Question 12) Mention in Google Ads those options, which can’t be changed after creating an account?
Advertisers have to be extremely careful while creating the Ads account of their clients. Once the account is made, there are few options, which cannot be edited or changed. These include Time zone and currency. Time zone and currency are used to determine how you are billed.
Question 13) Explain what is the meaning of CTR and how you can calculate?
CTR also known as click-through rate is a metric that tells about the number of visitors on your ad per number of impressions of your ad. It is calculated by using the formula: (total clicks/total impressions)*100. It plays a major role in determining the quality score and the price you will pay for each click no your ad.
Question 14) Mention what are the types of Keywords?
There are five categories of keywords:
- Broad match – These keywords let you reach the widest audience possible.
- Broad modifier – It lets you have a wider audience reach but also ensure better control than broad match.
- Phrase match- “Your ad will only appear when a user puts your key phrase in the exact order you enter them, but there might be other words either before or after that phrase.
- Exact match- these are the most specific and restrictive keyword type.
- Negative keyword- it is used when the advertisers do not want to display their ads in specific keywords.
Question 15) What is an API and what all things can be done using Google Ad API?
Ads API allows developers to build an application that interact directly with their account details on Ads server. It facilitates the following activities-
- You can automatically generate keywords, texts, landing pages and custom reports.
- It manages your account by developing additional applications and tools.
Question 16) Explain how you can track conversions in Google Ads?
Tracking conversions can be done by using basic tracking code provided by Ads and modifying it with additional code unique to a particular platform. The view-through conversion window option tracks the impressions of your ad. You can also access the search funnels inside the tools and analysis, where you can know when your customers first click the ad and how frequently they saw your ad before converting.