#159 Google Ads Interview Questions and Answers (Basic and Advanced)

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  1. What do you mean by Google Ads?

Google AdWords or Google ads ( 2019 ) is a Google advertising service which allows businesses to get featured in Google search engine and Google Display Network. Google’s search engine and its partner sites display online advertisements based on multiple factors such as keywords, interests, topics, demographics etc.

It allows the advertiser to set a monthly budget and pay when people click on their advertisements. Google has created a platform to help businesses reach their customers instantly.

  1. What is PPC marketing?

PPC is Defined as the Pay Per Click, a widely popular model where the advertisers pay when each time any of their ads is clicked. PPC is so popular because it helps businesses to bring users instantly unlike organic where you need weeks if not months to set up and drive visitors to your website.

  1.  What is CPC?

CPC Stands for Cost per click, it is an advertising revenue model that Brand Pays an amount when a user clicks on an ad. Brands will pay bills based on the number of times visitors click only.

  1. What is Click?

When someone clicks your ad, like on the blue headline or phone number of a text ad, Google Ads counts that as a click.

A click is counted even if the person doesn’t reach your website, maybe because it’s temporarily unavailable. As a result, you might see a difference between the number of clicks on your ad and the number of visits to your website. For YouTube on TV screens, clicks reported are for actions taken on the TV call-to-action button (CTA), not for actions taken on follow-up notifications.

  1. What are Invalid Clicks, and how does Google determine them?

Invalid clicks are illegitimate, unintentional or caused by some malicious software such as robots or some automated clicking tools used to increase your expense or to increase the value of the website that is hosting the ad.

Google uses algorithms to find such invalid clicks and automatically filter them from the reports. And if they still escape and Google finds them later, they will give you credit for the expense.

  1. What is CPM?

CPM stands for cost per mile or Cost per 1000 impressions. Advertisers running CPM ads set their desired price per 1000 ads served and pay each time their ad appears.

  1. What is ROAS?

ROAS stands for return on ad spend—it is one of the Ad metrics that measures the amount of revenue your business earns for each dollar it spends on advertising.

  1. What is CPI in Google Ads?

CPI Stands for Cost per install, it is one of the bidding strategies available in App Campaigns that allows advertisers to decide how much money they wanted to pay to google ad network when a user installed their app through Google ads.

If the checkbox to set a bid is checked, this is called a target cost per install (Target CPI) campaign. It lets you choose how much you’re willing to pay to acquire a new user for your app. When you set your bid, you’re telling Google Ads the average amount you’d like to spend each time someone installs your app.

  1. What is CTR?

CTR Stands for Click through rate, it shows how often a user clicks on your ad once they see it. CTR calculates on the basis of how many clicks are received by impressions received.

  1.  Does CTR help in improving the quality score ? How to calculate CTR?.

CTR also known as click-through rate is a unit to measure the click rate of your ad. It is calculated by the simple formula: clicks/impressions*100. 

It is one of the important factors in determining the Quality Score of the ad. So, making an effort to increase the CTR decreases the overall spend. It also indicates the success of your ad descriptions and headings in terms of relevancy and eye-catchy. 

Each of the keywords and ad have their own CTRs.

CTR = Clicks/Impressions.

A high average CTR, when combined with other KPIs can lead to the success of the campaign. It also has the ability to affect the future campaign performance. The average CTR in Google ads is 2% so anything more than 2% is considered above average.

  1. What is Campaign in Google Ads?

A campaign is one of the Marketing approaches that allows advertisers to promote their products or services on Google’s network of search results, websites, videos, mobile apps, maps and Discovery network.

  1. What is Campaign Name?

Campaign name is the Name of your ad campaign you wish to make live.

  1. Types of Campaigns Available in Google Ads?

There are a Total 8 Campaign Types Available in Google Ads such as,

  1. Sales Campaign
  2. Leads
  3. Website Traffic
  4. Product and Brand Consideration
  5. Brand Awareness and Reach
  6. App Promotion
  7. Local Store visit and Promotions
  8. Campaign without Goal Guidance
  1. What is Campaign Objective in Google Ads?

Campaign Object is also known as Goals that refer to what is the ultimate goal you as an Advertiser wanted to achieve by running campaigns on Google Ad network.

  1. What is a Performance Planner in Google Ads?

A Performance Planner is a sub tool available in Google Ad network that Allows advertisers to create plans for their advertising spend and assess how changes to campaigns might affect key metrics and overall performance. Meaning that it helps as an Ad forecasting tool to understand your campaigns.

  1. What is the Keyword Planner Tool in Google Ads?

A Keyword Planner is a sub tool inside Google Ad Network that helps advertisers to perform research on your Search campaigns. Meaning that using this Tool you are able to discover new keywords related to your business and see estimates of the searches they receive and the cost to target them.

  1. What is a Reach Planner in Google Ads?

A Reach planner is a campaign planning tool designed to accurately plan for reach-based video campaigns across YouTube and video partners sites and apps.

  1. What are Negative Keywords in Google Ads?

Negative Keywords are the Keywords which you don’t want to run your search ads. Meaning that these are the type of keywords that prevent your ad from being triggered by a certain word or phrase. Your ads aren’t shown to anyone who is searching for that phrase. As the result of Return On Investment. Negative keywords give you the opportunity to do just that, ensuring that your ads only reach the best potential audience.

  1. What is the Website Traffic Goal in Google Ads?

Website Traffic campaign is one of the Objectives in Google Ads that aims to drive relevant customers to your business website.

  1. Types of Campaign Types Available in Google Ads?

There are a total 6 Standard Campaign Types available in Google Ads such as:

  1. Search
  2. Performance Max
  3. Display
  4. Shopping
  5. Video
  6. Discovery
  1. What is Search Campaign Type?

A Search Campaign is one of the Campaign Types Available in Google Ad networks which allows advertisers to place their ads in Search Results such as on the top of SERP.

  1. What is the Performance Max Campaign type?

A performance Max Campaign type is one of the Campaign types available in Google Ads which allow advertisers to find conversions where and when they happen with the help of automation and it uses your goals to find potential customers, including new ones, across all Google networks.

  1. What is the Display Campaign type?

A Display Campaign is one of the Campaign Types Available in Google Ad networks which allows advertisers to place their ads in Google Adsense partnership sites. Google has over 3 million partnership sites to place your ad.

  1. What is the Shopping Campaign type?

A Shopping Campaign is one of the Campaign Types Available in Google Ad networks which allows advertisers to place their ads in Google Shopping Feed i. e on the top of the SERP Shopping feed.

  1. What is the Video Campaign type?

A video Campaign is one of the Campaign Types Available in Google Ad networks which allows advertisers to place their ads in Youtube and other connected TVs.

  1. What is the Discovery Campaign type?

A Discovery Campaign is one of the Campaign Types Available in Google Ad networks which allows advertisers to place their ads that appear in Google’s feeds on the YouTube app, the Google app, and the Gmail app.

  1. What is the Daily Budget?

A Daily Budget is the Amount how much you wanted to spend on the Campaign.

  1. What is Bidding in Google Ads?

Bidding represents the amount of money you are willing to spend for a specific action a user is going to take.

  1. Types of Bidding Strategies in Google Ads?

There are two Types of Bidding Strategies available in Google Ads such as:

  1. Automated Bidding Strategy
  2. Manual Bidding Strategies
  1. What is Automated Bidding Strategy in Google Ads?

Automatic is one of the bid strategies in Google Ads that automatically sets bids for your ads based on that ad’s likelihood to result in a click or conversion.

  1. What is a Manual Bidding Strategy?

Manual is one of the bid strategies in Google Ads that advertiser has to set bids manually for their ads based on that ad’s likelihood to result in a click or conversion.

  1. Types of Automated Bidding Strategies in Google Ads?

There are a total 4 Bidding strategies available in Automated bidding such as:

  1. Maximize clicks
  2. Maximize conversion
  3. Maximize conversion value
  4. Target Impression share
  1. What is the Maximize click bid strategy?

Maximize click bid strategy helps to get maximum clicks with your allocated budgets

  1. What is the Maximize Conversion bid strategy?

Maximize click bid strategy helps to get maximum Conversions with your allocated budgets.

  1. What is the Maximize Conversion Value strategy?

Maximize click bid strategy helps to get maximum Conversions value with your allocated budgets.

  1. What is the Maximize Target Impression Share strategy?

Target impression share” automatically sets your bids to increase your ads’ chances of appearing in the search page area you select.

Note: The strategy you select here will be applied to this campaign only.

  1. What is Target CPA?

CPA Stands for cost per Acquisition, meaning that what is the cost you wanted to pay to Google Ads when one acquisition is happening via Google ads.

“Target CPA” sets bids to help get as many conversions as possible at or below the target cost-per-action (CPA) you set. Some conversions may cost more or less than your target.

  1. What is ad rotation in Google ads?

Ad rotation is a campaign setting in Google ads that automatically rotates Google ads within the ad group. You have the option to request Google how it would rotate the ad, such as, based on the best performing ads or rotating evenly. If you have multiple ads within an ad group, your ads will rotate because no more than one ad from your account can show at a time. If we choose best performing ads that are expected to get more clicks or conversions which is Recommended for most advertisers.

  1. Optimize: Prefer best performing ads
  2. Do not optimize: Rotate ads indefinitely
  1. What are Locations in Google Ads?

A location is an targeting option available in Google ad network which helps advertisers to target people based on the location. If you want to target people based on the location you can opt for the location by entering the name of the location such as country, state, city and Pincode.

  1. What are Languages in Google Ads?

A Language is an targeting option available in Google ad network which helps advertisers to target people based on the Language they speak.

  1. What are Dynamic Search Ads?

Dynamic Search Ads also known as DSA ads that helps advertisers to target relevant searches automatically based on your website, then use headlines automatically customized to people’s actual searches.

Dynamic Search Ads (DSA) use your URLs to automatically create ads to match people’s searches

DSA will use all URLs Google knows about your website. To use specific URLs. add a page feed.

  1. What are Start Dates and End Dates?

Start and End dates are the Dates from when to when you wanted to Run the campaign on Google Ad network.

  1. What are Ad Schedules?

Ad Schedules are the Scheduling options available in Google Ads that help advertisers to schedule from What time to what time an ad should Run and when it should auto turn off on any specific day.

  1. What is Campaign URL?

A Campaign URL is a Trackable URL That Helps you to track the data in your Google Analytics Dashboard or any other dashboards.

  1. Example of Campaign URL?


  1. What is a Tracking Template?

Tracking template is the URL you want the ad click to go to for tracking.

  1. 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 matches.
  • 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 types.
  • Negative keyword- it is used when the advertisers do not want to display their ads in specific keywords.
  1. What do you mean by brand modifier in google ad words ? How can one denote a broad match modifier ?

A brand modifier is a tool that helps the advertiser provider to create keywords that can have more reach to target audience as compared to the phrase match Including modified broad match keywords into the advertisement campaign can help marketers to make it relatively easier to get more and more clicks conversions at minimal ROI.

Broad match modifier can be denoted with the help of putting a plus sign in front of one or more than one word in broad match keywords. It has become extinct since June 2021.

  1. Explain About keyword matching options?

There are a Total of 3 Keyword Match Types Available in Google Ads Such as:

  • Broad Match Keywords
  • Phrase match Keywords
  • Exact Match Keywords
  1. What are Broad Match Keywords?

A Broad Match keyword is an option that allows your ad to show when someone searches for that keyword, variations of it, as well as other related topics.

Note: Ads May show on searches that is related to your Keyword

  1. What are Phrase Match Keywords?

Phrase match is a keyword matching option whereby Google matches your ad only against keywords that include a phrase you designate.

Note: Ads May show on searches that include meaning of your Keyword

  1. What are Exact Match Keywords?

An Exact Match keyword is a Google keyword match type that allows you to show your ad when a searcher types the exact word or phrase you are bidding on.

Note: Ads May show on searches that have the same meaning as your Keyword.

  1. What is Final URL?

A final URL is the URL that people can navigate after Engaging with your ad. It should match what your ad promotes.

  1. What is Display Path?

A display Path is the URL that displays next the Banner of your Ad.

  1. What are Headlines and Explain?

Headlines appear at the top of your ad and can be up to 30 characters.

  1. How Many Headlines we can use and Character Limits we can use?

There are a total 15 Headlines we can use depending on our requirement and we need to input 30 characters in the Headline.

  1. What are Description and Explain?

Your ad’s description appears below the display URL and can be up to 90 characters.

  1. What is Extension and Explain Types of Extension?

Extensions are the additional information of your ad, giving people more reasons to choose your business These may increase an ad’s clickthrough rate.

  1. Explain the Types of Ad Extensions Available in Google Ads?

There are a Total 8 Ad Extensions are Available in Google Ads such as:

  • Sitelink Extension
  • Callout Extension
  • Call Extension
  • App Extension
  • Structured Snippet Extensions
  • Lead form Extensions
  • Price Extensions
  • Promotion Extensions
  1. What is Sitelink Extension?

Sitelink extensions are the extensions that take users to specific pages on your site. Meaning that you can add related pages of your site as sitelinks. When someone clicks or taps on your links, they go directly to what they want to know or buy.

  1. What is Callout Extension?

A Callouts Extension is an Extension that enables advertisers to add more text to your ad to spotlight free shipping, discounts, price matching and more. Callout extensions are similar to sitelinks, but without the links.

  1. What is Call Extension?

Call extensions is an extension that Enables advertisers to add phone numbers to your ads, which can significantly increase clickthrough rates. When your call extensions appear, people can tap or click a button to call your business directly.

  1. What is App Extension?

App extensions is an Extension That allows advertisers to link to your mobile or tablet app from your text ads. People click either on your ad headline to go to your site, or on the link to your app.

  1. What are Structured snippets extensions?

Structured snippets are the extensions Enable Advertisers to highlight specific aspects of your products and services. This Ad extension can increase ad performance by giving people more reasons to click.

  1. What are leadform Extensions?

Lead form extensions are aimed to generate leads by letting people submit their information in a form directly in your ad. Meaning that users don’t need to go to your site to fill the Form they are able to fill the details in the form after clicking on the ad in search results.

  1. What are Price Extensions?

Price Extensions are the extensions that enable advertisers to display your products or services, along with their corresponding prices, to searchers.

  1. What are Promotion extensions?

Promotion extensions are the extensions that can add more value to your Search Network text ads by highlighting your sales and promotions for people that are searching for the best deals your business has to offer.

  1. What is an optimization score?

Optimization score is an estimate of how well your Google Ads account is set to perform. Scores run from 0-100%, with 100% meaning that your account can perform at its full potential.

Along with the score, you’ll see a list of recommendations that can help you optimize each campaign. Each recommendation shows how much your optimization score will be impacted (in percentages) when you apply that recommendation.

Note: Optimization score is available at the Campaign, Account, and Manager Account levels. Optimization score is shown for active Search, Display, Discovery, Video Action, App, Performance Max and Shopping campaigns only.

  1. What is Quality Score?

Quality Score is a diagnostic tool meant to give you a sense of how well your ad quality compares to other advertisers. This score is measured on a scale from 1-10 and available at the keyword level.

The Quality Score is Google’s rating of the overall user experience that your ads and landing pages provide when users search for your keyword(s). This is represented on a scale of 1-10, with 1 being the lowest and 10 being the highest. You may check your Quality Score by looking at your keywords report.

In essence, the Quality Score is an indication of whether your ads and landing pages are useful to your consumers. There are three factors that affect your Quality Score, including:

  • Expected Click-Through Rate (CTR): How likely is someone to click your ad when Google shows your ad for the keyword they search for?
  • Ad Relevance: Is the ad relevant to your keywords? Does it make sense for the ad to appear when someone searches for a particular keyword?
  • Landing Page Experience: Does the information on the landing page correspond to what the ad is offering, and vice versa?
  1. What should be the ideal quality score for Google ads?

The good quality score for the Google ad words depends on what type of the keyword you are working on. 

  • Branded Keywords should have a range of property quality score and it should be between 8 to 10.
  • Low intended commercial keywords where it should have a good Quality score is to be 7
  • Whereas high intended commercial keywords should be having Quality score is between 7 to 9.
  1. How Does The Quality Score Affect Ad Position And CPC?

“A higher quality score means the ad will rank higher therefore it is directly proportional to the ad position. It is however indirectly related to the cost per click. A higher quality score means the ad position is higher and the cost is lower. This means the business with a higher score will get better reach and generate higher revenues.”

  1. What are auction insights in Google Ads ?

The auction insights report lets you compare your performance with other advertisers who are participating in the same auctions that you are.

The auction insights report helps you:

  • See how you compare to competitors in search.
  • Find opportunities to increase your reach (by reallocating bidding and budgets).

This report is only available for Search and Shopping campaigns where your impression share is greater than 10%.

  1. What metrics can we get from auction insights?

The auction insights report for Search campaigns provides 6 different statistics: impression share, overlap rate, outranking share, position above rate, top of page rate, and absolute top of the page rate.

  • Impression share: “Impression share” is the number of impressions you received divided by the estimated number of impressions you were eligible to receive. Eligibility is based on your current ads’ targeting settings, approval statuses, bids, and Quality Scores. This number is updated once a day.
  • Overlap rate: “Overlap rate” is how often another advertiser’s ad received an impression in the same auction that your ad also received an impression.
  • Outranking share: “Outranking share” is how often your ad ranked higher in the auction than another advertiser’s ad, or if your ad showed when there’s did not.
  • Position above rate (Search campaigns only): “Position above rate” is how often another advertiser’s ad in the same auction shows in a higher position than your own, when both of your ads were shown at the same time.
  • Top of page rate (Search campaigns only): “Top of page rate” is how often your ad (or the ad of another advertiser, depending on which row you’re viewing) was shown at the top of the page in search results.
  • Absolute top of the page rate (Search campaigns only): Search absolute top impression rate is the percent of your impressions that are shown as the very first ad above the organic search results. Use this metric to see whether changes in performance are due to changes in your ads’ location. This metric does not include data from Search Partners.
  1. What is a credit adjustment in billing?

Adjustments are typically credits to your account. The most common adjustments are:

  • Invalid activity: clicks by bots or accidental clicks by humans
  • Overdelivery: when a campaign goes over its average daily budget
  • Overrun: when your spend goes over your account budget
  1. What is Ad strength in Google Ads ?

Ad Strength provides you with feedback to help you focus on providing the right messages to your customers. Ranging from “Incomplete”, “Poor”, “Average”, and “Good” to “Excellent,” this metric measures the relevance, quality, and diversity of your ad copy.

  1. What is “limited by budget” Google Ads?

“Limited by budget” is a bid strategy status that’s used when your average daily budget is lower than the recommended amount. If you set a bid adjustment that increases your bids, then your resulting bid may increase the number of auctions your ad is eligible for.

“Limited by budget” means that your ads aren’t showing as often as they could. Raising your budget can help make sure you don’t lose out on potential customers.

  1. What’s the difference between optimization score and Quality Score?

Optimization score is shown for active Search, Display, Discovery, Video Action, App, Performance Max and Shopping campaigns only. Optimization score is not used by your Quality Score. Quality Score is a diagnostic tool meant to give you a sense of how well your ad quality compares to other advertisers.

While both scores are meant to provide actionable feedback to help improve the effectiveness of campaigns, optimization score provides a more holistic view of your account’s health.

  1. What is IP Address exclusion in Google ads?

The IP exclusion list allows users to manually enter the IP addresses of users who they don’t want seeing their ads. Anyone who’s on the list won’t be able to see any of your ads and therefore won’t be able to click them. There are multiple reasons you would like to exclude IP addresses. For example, you can exclude IP addresses of your own office so your impressions won’t be wasted.

With this feature, you can exclude up to 500 IP addresses per campaign.

How to do:

  • Sign in to your Google Ads account.
  • In the page menu on the left, click Settings.
  • Select the campaign you’d like to exclude IP addresses from.
  • Click to expand the “IP exclusions” section. …
  • Enter the IP addresses you want to exclude from seeing your ads.
  • Click Save.
  1. What is Ad Rank?

One of the important questions suggested by most Google ads is questions and answer guides. Ad Rank is the position of an ad on a Google page and is determined by the bid amount, ad quality, ad thresholds, the competition, the context of the user’s search, and the expected impact of extensions and other ad formats. A good ad rank makes sure the ad gets more visibility than the others. Ad rank is recalculated every time the ad is eligible to appear, so the ad position can fluctuate every time depending on the above factors.

  1. What is Google Quality Score ?

Quality helps in both the keywords and PPC ads. It helps in understanding the campaign cost per click and multiplied by your maximum bid to determine your ad rank in the ad auction process. 

Google Quality score depends on the on Plenty of factors :-

  • Click-through rate 
  • The relevance of each keyword to its ad group.
  • Should have the good proper landing page 
  • The website should speak relevance of your ad

These are the core Quality Score components. No one outside of Google knows exactly how much each factor “weighs” in the Quality Score algorithm, but we do know that click-through rate is the most important component. When more people who see your ad click it, that’s a strong indication to Google that your ads are relevant and helpful to users. Accordingly, Google rewards you with.

  1. What should be the ideal quality score for Google ads?

The good quality score for the Google ad words depends on what type of the keyword you are working on. 

  • Branded Keywords should have a range of property quality scores and it should be between 8 to 10.
  • Low intended commercial keywords where it should have a good Quality score is to be 7
  • Whereas high intended commercial keywords should be having Quality score is between 7 to 9.
  1. What Is The Difference Between Clicks And Impression?

Impression is the number of times targeted users view your Google ads ad, whether it is a banner, text link or button. This shows what is the reach of your ad. Click is the number of times your targeted users clicked on your ad and taken to your website. This shows how many users actually used your ad to visit your website.

  1. What is an ad group in Google Ads? 

Ad group is a vessel of your keywords, advertisements, and landing pages. If one prepares AdWord campaigns that are properly structured then Google also rewards those advertisers. It is advisable to organize keywords into themes for a better structure.

  • Standard: Text ads written by you that serve based on the keywords you select
  • Dynamic: Text ads that use your website content to target relevant searches and generate headlines automatically
  1. Explain what a conversion optimizer is in ads?

Conversion Optimizer in Google ads is a tool for bid manipulation that decides as to which clicks on the ad will add value to it. It helps in getting a better return on investment.

Conversely by specifying a relatively high target CPA, the Conversion Optimizer will have the ability to bid more aggressively, and will compete for the higher ad positions on broader keyword terms, likely resulting in a greater number of conversions, but at a higher cost.

  1. What is the difference between CPM, CPC and CPV ?

In CPM Stands for Cost Per Thousand is the amount you pay pers thousand impressions that you receive, regardless of the number of clicks you receive for the campaign you run.

Now the CPC stands for, Cost Per Click is the amount you will be paying for the google on each click when the user clicks on the ad.

Next is CPV means when the advertiser pays for each unique user view of an advertisement or website. It is used more in video marketing such as the YouTube Campaigns. 

  1. What do you mean by manual CPC?

Manual bidding is the easiest bid strategy to grasp for the Google Ads platform. Advertisers set their bids manually at the keyword level, and the bids stay where they are until the advertiser changes them.

Where you need to be investing plenty of the time on it where you need to look at the performance of the ads location and more.

  1. What is Maximize Clicks ?

This strategy is very similar to Maximize Conversions but instead focuses on clicks. With Maximize Clicks, Google will work to get as many clicks as possible while spending your daily budget.

This strategy can be great if you’re trying to drive more volume to your site for branding and list building, or if you have very strong conversion performance and want to find more volume.

Advertisers can set a max CPC limit to help keep CPCs down while Google spends the daily budget.

Calculations with the maximize clicks:-

Always set a max CPC and keep an eye on your average max CPC as well. Google will work to get as many clicks as possible for your campaign, but as with Maximize Conversions, it will also work hard to spend your entire daily budget each day, even if clicks are far more expensive than normal.

Regularly check in on the CPC performance this bid strategy is generating (and any other goal metrics you have in place) to ensure it’s still meeting your goals. If not, then adjust your settings or potentially look to a new bid strategy.

  1. What are all the basic practices every new ads advertiser should always remember?

The landing page which is designed for every campaign should have a proper Call To Action like Buy now, Lead form, Download or Learn More whatever the business wants to achieve with the campaign. 

  • Make different ad groups based on keywords and set themes for each ad group.
  • Don’t put a huge amount of budget for a short period of time in the beginning.
  • Continuously work on improving the Quality score thus decreasing the spend of the overall budget. Choose your keywords and negative keywords carefully and regularly monitor the performances with search terms report.
  • Write a search ad with crisp CTA text and clear headline.
  1. What is the use of frequency capping in google ad ads ?

Ideally in the Frequency Capping will allow you to restrict the number of times ads appear to the same person. You can use frequency capping for the Display Campaigns and video Campaigns. Frequency capping allows the advertiser to limit how many times an ad is visible to an individual. We can set this frequency cap at the ad, ad group and campaign level. Advertisers can also segment them by month, week or day.

  1. What do you mean by Conversions in Google Ads?

A Conversion is a KPI in Google Ads that indicates the number of actions users are taking with your ads. A conversion occurs when someone takes the action you want them to take; this happens off the search engine results page and on your landing page or website. For each campaign you have different Conversions  

For example, if you’re running an ad for an e-commerce store and you want people to see the ad, click it, and then buy a suit on your landing page, each time someone buys the suit, that would be a conversion. 

  1. What are the first steps you should take if your ads get disapproved of for any reason?

If your ad gets disapproved, Google will send you a notification mail mentioning that your ad has been disapproved. Then, based on the input Google ads gave, you can find out the reason for the disapproval.

Then, based on your findings, you can work on fixing the issue. At the time, you may need to make the changes in your text copy and other times, you may need to make changes in both ad copy as well as the website.

  1. What is the difference between Google ads & Google AdSense?

They both are part of the Google network. Only in Google Ads we pay money to google based on the campaign we choose. Whereas in Google AdSense google will pay money to use to show ads on our websites.

Eventually the difference between Google and Adsense is this, Google ads is for advertisers, while adsense is for publishers. When I say publisher it means anyone who has a website, is willing to sell ad space on it, and is primarily interested in putting out regular content .

If you are familiar with the display ads network, in which Google Ads users pay to run display ads on sites across the web, you can think of adsense as the platform that will allow website owners to accept display ads on their website in exchange for the money.

  1. What is the purpose of creating multiple ad groups?

The benefit of having multiple groups of ads is the ability to divide ads and keywords into related themes.Use Ad groups to group your ads according to a specific theme. Min of 3 ad groups suggested by the experts.

  1. What are the required parts of google text ads?

Text ad has three main components – Headline, Description, and Display URL. Keep in mind that text ads also could have different types of extensions.

  1. Headline Text -The headline is the aspect of a text ad that appears as a blue, underlined hyperlink. Not only is it one of the elements which are the three required parts of a text ad, but it is the eye-catcher. Without a captivating headline, potential clients will scroll right past your ad.
  2. Display URL :- ITs is the second of the three elements which are the required parts of a text ad. The URL can include creative copy because it consists of what your viewer sees and what page they wind up visiting when clicking. These are your “display URL” and your “final URL,” respectively.
  3. Description Text :- The third most important element in Google Ads is description text ,These are the three required parts of a text ad. The description is the part of a Google search result or text ad that appears as a paragraph underneath the blue headline. It can be as short as one sentence or up to 90 characters.
  1. What are the various ad formats available on Google Ads?

Text / Search ads These ads only have text content and are found on Google’s Search engine result page.

  • Responsive display ads: These ads adjust their size and format depending on the space available. They can be text or image ads.
  • Image /display ads: These ads use static or interactive images. They can also have these formats: .gif, .jpeg, flash, etc.
  • App promotion ads: These ads are used to drive app downloads.
  • Video ads: These ads can be run standalone or inserted into other video content that`s streaming. 
  • Shopping ads: These ads show product details like title, price, and store name.
  • Showcase shopping ads: These ads have an image and a description that expands on being clicked, providing product and store information.

Where you need to be having the google merchant account then only you would be able to create the shopping ads. 

Call-only ads: These ads enable users to connect to your business directly using the phone number provided.

  1. How to track conversion in Google ads?

The following list are the methods we can use to track conversions for Google Ads.

  • Google ads provide tracking code for you to implement on the website and you can modify it with additional code that’s specific to your platform.
  • The view-through conversion window option monitors when a user sees the ad but doesn’t go for the click.
  • Under tools and analysis options, you can find search funnels which helps you understand when users click on your ad for the first time and how many he/she was shown before clicking it.
  • If you want to track the phone calls, with the help of call extension, call reporting enabled settings, it is very much possible.
  • To track the number of people who install the app, we can use Firebase.
  1. How Can We Improve the Ad Position?

“We can utilize several strategies to improve the ad position. For example, you can increase the quality score so that the ad can rank higher. You can also increase the bid amount so that the ads can be placed on top of the page in the search engine. You can also use relevant ad extensions and create better and more user-friendly landing pages. You can also ensure that the picture quality is excellent and keep a relevant level of keywords such that the ads can rank higher. This will be something that you keep adjusting until you get the correct mix that generates better returns for the business.”

Here are the methods that help to improve the ad position.

  • Should Increase in the quality score
  • The bid range to be increased 
  • Should keep on focusing on the ad extensions.
  • Design the beautiful landing pages.
  • Use the relevant keywords in the ad headings, landing pages and ad copies are good 
  • Should create a Different landing page for different ads.
  1. What is the maximum number of campaigns and ad groups we can make in the Google Ads ?

Google Ads accounts can contain as many as 10,000 campaigns (including active and paused campaigns) per account, 20,000 ad groups per campaign, and 50 text ads per ad group. That’s a lot to manage! Fortunately, you can manage your campaigns and ads from the “Campaigns” and “Ads & assets” pages. You can even change settings for multiple campaigns at once and make new ads based on existing ads.

  1. What is a converted click ?

Converted click is the number of clicks on your ads ad that resulted in a conversion within your chosen conversion window. The conversion window is default set to 30 days. What it means is that any conversion action within the conversion window will be considered as 

  1. Why did you choose to be Google ads/PPC specialist?

PPC is a relatively new and growing profession with a huge scope. The work will have measurable results. The work is so flexible that I can work from anywhere anytime. In the future, I will work along with Artificial Intelligence and not be replaced by one thus making it safe. My future value will only increase from here.

  1. What are the targeting options in Google ads?

We can divide the overall targeting methods by Audience targeting and content targeting.

In content targeting, we have the following methods:-

  • Keywords:- Keyword method is based on keywords. We select the keywords the user will type to find your product or services. We can set keywords manually to reach targeted audiences.
  • Placement:- With placement method, we just need to specify a website or part of a website. We can target websites our potential users visit and target.
  • Topics:- Target allows advertisers to select a set of pages based on the theme on the display network.
  • Display expansion for search:- With the help of smart targeting and automated bidding, Google ads’s display expansion of search method helps advertisers find quality results.

In audience targeting we have the following methods:-

  • Affinity:- This is for advertisers who use traditional marketing like TV campaigns can expand a campaign online and reach users with Google network.
  • Demographics:- This target is based on the age and gender of your targeted users.
  • In-market: Your ads will be visible to users who have shown interest in similar products or services.
  • Remarketing:- Remarketing is one of the successful targeting methods widely used by businesses to target users who have visited the website. These users can be in any stage of conversion.
  • Similar audiences:- This method helps you find users who are similar to the users in the remarketing list.
  1. What are the greater benefits audience targeting in Google Ads?

You can add audience segment targeting to ad groups and reach people based on who they are, their interests and habits, what they’re actively researching, or how they’ve interacted with your business. Your target audience refers to the specific group of consumers most likely to want your product or service, and therefore, the group of people who should see your ad campaigns. Target audience may be dictated by age, gender, income, location, interests or a myriad of other factors.

  1. What are Google ad’s Double Serving Policy?

To make the auction process fair, Google doesn’t encourage advertisers to run ads for similar businesses through different accounts triggered by the same keywords. Google calls this a double-serving policy. Google has banned multiple ads from the same firm from appearing on SERP.

  1. Is PPC only suitable for big brands?

No Pay per click is not only suitable for big brands it is flexible in Google ads any businesses can start and run the campaigns. There is no minimum budget and you don’t even need to own a website to run certain campaigns. 

No. With the flexibility in Google ads, any businesses can start and run campaigns. There is no minimum budget and you don’t even need to own a website to run certain campaigns.

  1. What is the actual cost per click?

We can’t see the actual cost per click only the average CPC but mostly it is lesser than your maximum CPC bid. Every time, when an auction takes place, Google fixes your actual CPC which is required to outrank the ad rank of the next competitor. You don’t normally find this question in any Google ads interview questions and answers guide but you should be prepared anyway.

  1. What is an express google campaign?

An easy way to create campaigns with automated bidding strategy, with few steps to get calls, website visit, video views, Google Ad Express is an advertising product that helps customers discover your business through ads on Google Search and Google Maps. So, the businesses just need to tell Google what they want to do with Google ads and what their goal is and the rest of the things will be taken care of by Google.

  • In ads express, you need to share only the following details:
  • Business category
  • Ad copy
  • Landing page (either your website or Google My Business page)
  • Monthly budget
  1. What is the difference between Google Ads and Google ad Express? 

The main difference between Google Ads and Adwords express is that Google Ads gives you access to the full ad platform suite, while Adwords Express is a streamlined version of the platform. Adwords Express is easier to use but has more limitations and is not as powerful or customizable as Google Ads.

  1. The different types of access levels are: email access, read-only access, standard access and admin access.?

Google ads has four levels of account access:

  • Email only: The invitee won’t be able to login to Google ads but can receive important mails and schedule emails with reports.
  • Read Only: The invitee can be able to login into ads and can access the reports but making changes is impossible to do.
  • Standard: The invitee is able to make changes to the account and can do anything except the ability to provide access to other users. He can’t edit or remove other users as well.
  • Administrative: The invitee is able to make any changes necessary, add, remove or edit users and their access.
  1. What is the landing page in Google ads ?

 Landing page is the webpage where people end up after they click your ad. The URL of this page is usually the same as your ad’s final URL. For each ad, you specify a final URL to determine the landing page where people are taken when they click your ad.

  1. Why is the landing page important in Google ads ?

Landing page relevance plays a large part in how Google Ads calculates your Quality Score. The more relevant your landing page is to your chosen keywords, the higher your Quality Score will be. Improve your Quality Score to get your ads ranked higher and the less you’ll need to pay per click. 

Landing pages convert more traffic because they are focused on one goal or call to action by providing information about a specific offer or item. It has limited navigation, and the simplicity keeps a visitor focused on the goal rather than being distracted by multiple links taking them away from the page.

  1. Is it necessary to change the landing page for every keyword? 

It depends on the adgroup and campaign that you run, most advertisers don’t do this, but if Google Ads warns you for a poor quality score of any keyword, then you have to think about creating a separate landing page for that specific keyword.

Select the campaign – go to adg adgroup – select the adgroup where the list of keywords will be shown – pick that individual keyword and click on edit – select that kw which has low QS. 

  1. How can we improve the landing page quality?

Landing page quality can be improved by following ways:-

The page should be relevant to the ad text as well as the keywords in the ad group.

  • A strong headline and supportive tagline
  • Original and quality content
  • Page load time
  • User-friendliness and user experience
  • Following Google guidelines
  • Transparent content information and privacy policy
  • Easy to navigate and understand
  • Cear call of action message
  • Visual imagery
  • Not having too many links
  • Should connect with Brand and proposition
  • Simplified lead capture form
  • Trust symbols.
  1. Why quality of landing page is important for the success of the campaign?

Landing page is your playground where you make the user take the final call.

If the landing page is not relevant or trustworthy, each and every action you take for the campaign will go in vain. 

Better ads, high-quality keywords and money you spend on will not help if the landing page is not good enough to get the conversion.

It should be aligned with the keyword and ad copies. An inefficient landing page can promise traffic but not conversions.

  1. How do you think our competitors are doing and how can we face them?

Sometimes one of the most unexpected Google ads questions. For that, you need to do your thorough research before attending the interview. Every company, big or small, has competitors who can make the company’s life difficult. Find out the list of their competitors, their marketing strategy and the overall market status.

Find about the competitors’ advertisement strategies, their content gap, how you can fill the gap, etc. Figure out the strategies you can implement which help the business to face and outrank their competitors.

  1. If I search my keyword but I can’t see my search result. Why would that happen?

There are multiple reasons that can let it happen. Some of them are:

  • Your IP is excluded
  • You are not in the targeted location
  • Your ad got disapproved
  • Your campaign has exceeded your daily budget.
  1. How to improve CTA in Google ads?

Call to Action in Google ads helps in : 

  • Make your CTA visible and stand out and not blend in.
  • Give the clear benefit of clicking the CTA
  • Add urgency to your CTA
  • Make it sound like a human
  • Experiment with different CTAs
  • Use power words
  • Match it with the type of audience
  1. How do you measure the success of a Google ads campaign?

It is one of the general questions from Google ads interview questions and answers guide. I consider Key Performance Indicators the perfect way to find about the success of the campaign.

The first indicator of a successful campaign is the number of clicks your campaign gets. The second indicator I check is CTR which shows how effective my ads are. Then the conversion says if they are fruitful to the business. I also check other indicators such as time spent, returning customers, etc.

  1. Our highest performing keywords’ CPC is growing continuously. What can be the reason for this and how to tackle this?

Sometimes a tricky Google ads Interview question. It is one of the advanced Google ads Interview questions and answers. Increase in CPC can be the result of increase in competition and possibly because your quality score is going downwards. We can figure out the root cause.

We can compare auction insights to find when the CPC was normal and if there are new players out there in the market.

We can check out the historical Quality score in our reports and figure out if downgrading Quality score is the culprit here.

  1. What is the purpose of adding videos in the Display campaign ?

The Google Display Network is designed to help you find the right audience. It contains millions of websites, videos, and apps, and plays host to a huge variety of ad formats and sizes. Responsive display ads can be used in Display campaigns. With responsive display ads, you can upload your assets (images, headlines, logos, videos, and descriptions), and Google will automatically generate ad combinations for websites, apps, YouTube, and Gmail.

  1. What do you mean by impression in the Google Ads ?

An Impression occurs each time the ad is displayed and seen by anyone on Google. The Best way to increase your impressions is to increase your campaign budget. This can push you higher on Google, thus giving you more and more visibility. 

Budget plays a key role here but the ad quality and relevance are ultimately the most important factors. If Google decides that your ad is not relevant to the audience you are targeting. Google will not display your ad high enough and you will end up with low impressions and poor performance.

  1. How are Google ads Campaigns structured ?

Before you create more ads, you should understand the three-layer design of Google Ads. Google Ads is organized into three layers: 

Account —> Campaigns —> Ad groups.

Account is associated with a unique email address, password, and billing information.

Campaigns have their own budget and settings that determine where your ads appear.

Ad groups contain a set of similar ads and keywords.


For video campaigns, an ad group contains video ads with common targeting criteria and bids. An ad group can have video ads with only the same format. To run TrueView in-stream and in-display video ads, you need to create two different ad groups.

  1. Can you elaborate on how a Google auction works?

Once the user searches for a query in the search engine, Google will process the request and run an auction and once it processes the data, the advertiser decides the maximum budget that can be allocated for an ad. Then Google takes into account the quality of the ad, the bidding amount and the expected clicks depending on these factors Google would determine where to put the ad.

  1. What is dynamic keyword insertion in Google Ads?

Keyword insertion lets you automatically update your ads with the keywords in your ad group that caused your ads to show. This can help make your ads more relevant to people searching for what you offer.

  1. How does Google ads bidding work ?

Google ads bidding process helps in determining the actual position of your ad and it also determines your ad rank, with the maximum bid times quality score. The highest ad rank gets the no.1 ad position on the SERP. The actual CPC will be determined by the ad rank for the next highest ad below you divided by the Quality score on your ad.

The one and only rule is when you are the only bidder or the lowest bid in the Google ads auction.Then you pay your maximum bid per click! Google ads Bidding heavily penalizes advertisers who bid with low quality scores. And those with High-Quality Scores get higher ad ranks and lower CPC.

  1. Could you please brief on what Google displays ads?

Even though the term Display ad might be unfamiliar to you are almost certainly familiar with display ads themselves. They are the visual based ads you see while reading an article on the best blog, watching the video on youtube or using the mobile app.

And appropriately the google display ads have been served on the google display network -a network of over two million websites and the apps that reaches somewhere in the ballpark of 92% of internet users. 

Such an immense potential for reach is the definition of a double-edged sword. True—you have the power to introduce your brand to tons of relevant consumers. But you’re also liable to introduce your brand to tons of irrelevant consumers.

In other words: Display ads can cost you a bunch of money if you’re not careful. We’ll talk about the steps you can take to avoid waste later in this post.

  1. What is search advertising in Google Ads ?

Search ads are also known as text ads. It is very effective. It’s always based on the explicit need of the users rather than on implicit information about what they are looking for. This naturally increases the likelihood for the conversion and clicks.

Google is the world’s largest Search engine provider for any search ads. Its ads service allows companies offering products and services to pay for their ads based on the queries of Internet users entered into the search box. 

It is quite simple when your results page loads, there are certain ad boxes with relevant ads displayed next for the organic results.

Businesses which advertise in the search results are not charged until somebody clicks on one of their ads, which explains why it’s known as “pay-per-click” (PPC) advertising. Typically, this advertising technique is offered by search-engine companies.

  1. What does device targeting in video ads mean?

Device targeting allows you to target your ads to people based on the device they’re using.

Setting device targeting:

You can set targeted bid adjustments for tablets, mobile phones, and desktop computers. By clicking “Devices” in the page menu, you can set your ads to target specific devices:

  • Computers: These are desktop or laptop devices with screens larger than 7″ in diagonal.
  • Mobile: These are hand-held devices that include a phone.
  • Tablet: Tablets are mobile devices that don’t necessarily include a phone.
  • TV screens: These are devices that stream TV content such as smart TVs, gaming consoles, and connected devices like Chromecast. This targeting option is only available for Display and Video campaigns.
  1. What is manual placement in Google Ads ?

Show your ads on specific placements you choose: You can hand-pick placements to run your ads on YouTube and the Display Network with placement targeting. For example, if you sell travel packages and want your ads to appear on a particular website or page about travel, add that website or page as a placement.

  1. On what basis do you write a headline on Google Ads ?

People are most likely to notice your headline text, so consider including keywords that people may have entered in their Google search. Your text ad consists of 15 headlines where you can enter up to 30 characters each to promote your product or service.

  1. What are the benefits of Google Ads?

“Due to growth in the digital space, the majority of businesses and customers are online. Customers first research their products and services online. As a business, you will lose out if you have not digitized your services and products. Google is the main search engine customers will use in finding the products or services they need. Google Ads are likely to offer you amazing reach as it may target a wide audience. You can easily measure the success of the campaign based on the results gained. They are also easily customizable to the target audience. Google ads can help control the budget because you can set your budget and decide where your ads should be placed for maximum reach. They also give a significant increase in sales conversion rates as opposed to other platforms such as social media sites. As a company, you are likely to generate more sales via these ads as opposed to normal social media advertising.” 

Google ads give infinite benefits to name a few here are a few benefits of using Google AdWords :

  • Google ads have Forecasting
  • Google ads Are Measurable
  • Google ads Are Flexible
  • Google ads Are Faster than SEO
  • Google ads Are (Usually) Easier than SEO
  • Google ads Are Taking Over the SERPs
  • Google ads Formats Can Be More Engaging than Organic Results
  • Google ads Traffic Might Convert Better than Organic Traffic
  • Google ads Enable & Pause your ads
  • Tackle Your Competitors better on search engines 
  • Amazing reach
  • Campaign success measurability
  • Good targeting
  • Control over budgets
  • Significant increase in conversions
  1. What are YouTube Masthead Ads ?

With YouTube Masthead, you can showcase your brand, product, or service in a native video-based ad format that appears in the YouTube Home feed across all devices. YouTube Masthead is ideal for people who want to: In this article, you’ll learn about YouTube Masthead assets, technical specs, and reporting tools.

Use this format when you want to drive awareness for a new product or service or reach a massive audience in a short period of time.

  • Masthead ads are only available on a reservation basis through a Google sales representative.
  • When you want to pay based on the number of impressions (also known as cost-per-thousand impressions) or per day (cost-per-day).
  • Reservation campaigns also let you buy impressions at a fixed rate.
  • Google sales representatives can also provide you with a campaign performance report and help you with targeting changes for your campaign.

Keep in mind that reservation campaigns have minimum spend requirement

Buying Reservation Advertising

  • A CPM campaign has to be booked and creative assets need to be delivered for implementation at least 3 business days before the campaign start date.
  • A CPD campaign has to be booked 3 weeks in advance, and creative assets need to be delivered 3 business days in advance.
  1. What is Remarketing ?

Remarketing is a target method in which advertisers can show their ads to users who have visited their website but didn’t convert. The user can be at any stage of the purchasing cycle. In Google ads, remarketing campaigns are available for both search and display. The click rate for remarketing is relatively high because they are customized and thus connect with the users more than other targeting method advertisements.

  1. What is standard remarketing in Google Ads ?

It has been one of the default versions of remarketing which always show generalized ads for your recent audience. Could be a successful announcement’s tool especially when it comes to remarketing to other users.

As it’s been a more generalized form for the remarketing , It will not provide as good results as given by the Dynamic remarketing.

  1. What do you mean by dynamic remarketing & its types ?

Dynamic Remarketing allows you to show ads to people who have previously visited your website or used your mobile app. Dynamic remarketing takes this a step further, letting you show previous visitors ads that contain products and services they viewed on your site.

With messages tailored to your audience, dynamic remarketing helps you build leads and sales by bringing previous visitors back to your site or app to complete what they started. Learn how to set up dynamic remarketing for your website visitors, and your app users.

The below is the list of remarketing campaigns. 

  • Dynamic Remarketing 
  • Standard Remarketing 
  • Remarketing list for search ads 
  • Video Remarketing 
  • Email Remarketing .
  1. How does Google Ads generate responsive search ads?

Google Ads mixes and matches headlines and description lines that have been provided. Let’s assume we have entered multiple headlines and descriptions while creating the responsive search ad, and over time, Google ads will automatically test different combinations and learn which combinations perform best.

After you enter headlines and descriptions, Google Ads assembles the text into multiple ad combinations in a way that will avoid redundancy, different from expanded text ads.

  1. How to make your ad more unique?

Add headlines View ideas :

  • Include popular keywords View ideas
  • Make headlines unique View ideas
  • Make descriptions unique
  1. Difference between call and call out extension in Google Ads?

Call extension allows you to place a phone number on your ad, allowing people to call from results and expands your ad space.

Callouts are add-ons you can use to bring more attention to your ads with phrases like “24/7 Service” or “free shipping”. It gives you more space to spice up your offer, take up more space and enhance your ads. Most businesses use call out extensions to talk about their unique selling proposition.

  1. How Does The Quality Score Affect Ad Position And CPC?

“A higher quality score means the ad will rank higher therefore it is directly proportional to the ad position. It is however indirectly related to the cost per click. A higher quality score means the ad position is higher and the cost is lower. This means the business with a higher score will get better reach and generate higher revenues.”

  1. What Will Be Your Strategy To Create A Successful Campaign?

“I will conduct my research first on the campaigns that have realized the best sales in the past and the target audience of the new ad. I will also strive to understand my target audience better and the things that will entice them and therefore make the advertisement successful. I will put a plan in place for how the campaign will be run and assemble all the resources necessary for its success. I will also ensure that there is enough time to consult with the necessary stakeholders. I will ensure that the keywords used are optimum to generate great results for the business. I will also ensure the campaign is done on time to ensure that maximum return is generated.”

  1. What is language targeting in Google Ads?

Language targeting allows you to choose the language of the potential customers you’d like to reach. We’ll show your ads to customers who use Google products (such as Search or Gmail) or visit sites and apps on the Google Display Network (GDN) in that same language. Google will not allow new websites and apps to use Google Ads, if the site is not in one of its 49 supported languages, The list of 49 approved languages includes 27 European languages, around 20 Asian languages.

  1. What is the purpose of Website traffic goal?

The major purpose of this goal in Google Ads is to bring sufficient audience who are interested in your business category. In Google Ads, you can also create a campaign using the Website traffic goal, which recommends settings and features to help you drive interested customers to your website. Using this campaign goal, you can build a list of site visitors you can reconnect with later.

  1. What is Content exclusion in Google Ads?

Content exclusion settings let you opt out of showing your ads alongside certain categories of websites, videos, and mobile apps that may not be appropriate for your brand or serve your advertising goals.

  1. 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.

  1. What level of control does the advertiser have on the audience’s demographics on Display and Video Campaigns?

Gender, Age, Household income, Parental Status.

  1. Consider a scenario where your client is calling you up, asking if it’s possible to update your Search ads with the keywords in your ad group that caused your ads to show. How would you respond?

The client’s requirement can be met using Dynamic Keyword Insertion for Search ads. This can help make your ads more relevant to users searching for what you offer. However, DKI will trigger only if the search query is less than or equal to 30 characters post which the default ad copy will be served.

  1. What are the different types of Google Audiences for Display and YouTube Ads?

Detailed Demographics, Affinity & Custom Affinity, In-Market and Custom Intent Audiences, Life Events, Remarketing and Similar Audiences.

  1. Consider a client who emails you a list of locations within Bangalore from where their business has seen substantially huge numbers of bookings and asks you what can be done to specifically target these locations. What is your response?

Bid enhancements can be leveraged for Display, Search and Video campaigns whereas bids can be increased/decreased for Particular locations of choice. Locations from the list, can be targeted with increased bids proportional to the number of bookings.

  1. What are the steps that you would take to optimize your display campaigns after getting feedback from the client that display campaigns are resulting in poor quality leads and the cost per lead is gradually increasing?

The initial steps would be checking if irrelevant demographics have been excluded.

  • Ensuring non-performing audiences are paused.
  • Segmenting the campaign into mobile and desktop specific campaigns.
  • Excluding non-performing placements and irrelevant placements.
  • Creating a separate campaign focussing on multiple premium websites only.
  • Revisiting creative strategy and communication.
  1. Testing ads are important, but how do you know when it’s time to conclude a test and leverage the results?

There is never a set answer to this question, But any test should start with defined testing metrics as well as time and quantifiable data.

Let us take a look at an example :- It does not do us any good to set the goals for the acquiring data then reach those goals after only 2 days. We need a trial period that extends through different days of the week to show us how an ad performs based on differences in user behaviors.

Normally speaking, a test period of at least a week that gives us 1000-2000 impressions and a couple hundred clicks is sufficient for the ad group, even if there is not a clear winner.

  1. How can Google Shopping drive more sales and traffic?

This is a common google shopping ads interview question. You can do the following to increase sales and traffic :

  • Optimize your product titles
  • Include product reviews and ratings
  • Use quality images
  • Include google shopping ad extensions
  • Use a negative keywords strategy
  1. On what grounds can Google reject your ad?

Here are the below topics to consider when :

  • Your Google ad can be rejected if – 
  • You’re not 18 years of age.
  • No privacy policy on your website
  • There is inappropriate content on your website.
  • Using Branded words in Headline & Description
  1. Explain the importance of the impression share metrics?

Impression share metrics are the rate of an impression of the total eligible impressions for a particular ad. These can be calculated using several major factors such as targeting setting’s approval status.

This data can be accessed for campaigns, ad groups, products groups and for given keywords. Impressions share metric is one of the most important ways to elaborate on whether the ads will contain a reach of a greater number of people if the budget or bid is increased. 

  1. I work at a digital marketing agency. How Can I Improve My Client’s Google Ads Performance Grader Score?

Consider the advice of Stefan van Vliet, co-owner of Dutch agency Compass Online Marketing, who completed the second interview in our second series of ongoing interviews with those who received high scores with the Google Ads Performance Grader.

In our full interview with Stefan, he explains some of the mistakes he made early on when first beginning his campaigns:

“I chose to set the budget to virtually limitless and tried to optimize our campaign while running, but just couldn’t keep up (and honestly didn’t know what I was doing). So only 1 week and almost €10k in losses later I pulled the plug. So for an extensive lesson in ads management: always test before you allocate serious budgets.”

Stefan explains his company’s successful Google Ads strategy:

  • Get sufficient data by bidding high and getting in spot #2-3 (above organic results).
  • Keep track of conversionsKeep track of conversions, cost per conversion and value per conversion (using conversion tracking with dynamic value tracking).
  • Adjust bidding to meet a cost per conversion which is roughly 50% of the value per conversion.
  • Optimize ads and try to improve conversion rates.
  • When asked for his advice for low-scoring marketers, Stefan suggests to:
  • Leverage negative keyword lists
  • Split campaigns on a low level
  • Leverage advanced CPC bidding in Google Ads.
  • Use the comments function within Google Ads Editor to make notes of what you do.
  1. What are some Google ads Best practices ?

In addition to a full report of your current Google Ads account performance, you’ll get actionable tips on how you can improve your score. These best practices for Google Ads account management include:

  • Filtering out wasteful, irrelevant clicks and non-converting traffic with negative keywords
  • Maximizing relevance across your campaigns for higher Quality Scores.
  • Raising click-through rates with strong keyword, text ad, and ad group targeting and organization.
  • Practicing regular, active account management and optimization.
  • Expanding and refining your campaigns with long-tail keyword research
  • Testing multiple text ads to optimize CTR, conversion rate and cost per conversion.
  • Creating unique, targeted, well-designed landing pages for each ad group.
  • Making use of the modified broad match option and other settings that improve targeting.
  • Leveraging Mobile PPC features like call extensions and sitelinks to improve conversions.
  1. A scenario where a client wants to capture the Medium,, Source, Campaign name, and ad group name whenever an ad redirects the user to the landing page. What solution can you provide the client with?

Tracking templates with multiple UTM parameters can be leveraged to pass multiple data points to the landing page. This template can be implemented at the campaign, ad group, and ad level depending on the use case. The data passed along with the tracking template can be viewed using tools like Google analytics.

  1. Is there a way to find out the exact keywords visitors are using when accessing my website?

Yes, Google ads has a Search Terms section where you can see the actual search queries your visitors used before clicking on your ad. People often get confused about the difference between ads Keywords (the keywords you choose to target in ads) and ads Search Terms (what people are actually searching for).

When using broad match or phrase match keywords in ads, you actually open your campaign to a wide range of Search Terms that somehow relate to those keywords, but that don’t necessarily exactly match your keywords.

  1. What’s a good way to optimize your Google ads campaign’s keywords?

Google ads’s Search Term section gives you real-life search behavior, which means you can figure out whether your ads Keywords are being triggered by the right type of searches. 

You can give the example of a car rental service who uses broad/phrase match for a specific car brand, and who ends up exposing their ads to people who are actually looking to purchase that specific car model rather than renting it.

The Search Terms report would inform you about those search queries that include words such as “buy” or “purchase”, so you may filter them out from your Ad Groups (either by using negative keywords, or by focusing on exact match). 

  1. What is understood by API?

Google Ad API is an advanced feature designed for big corporates, ad agencies to allow their developers to build applications that will engage directly with the Google ads server, which helps them utilize ads efficiently. It allows advertisers to modify ads based on their needs easily.

  1. What is Google Ads API ?

An advanced feature that lets advertisers interact with and make changes to their Google Ads account through applications they create.

  1. The Google Ads API lets developers create and use applications that interact directly with their account details on the Google Ads server.
  2. The API helps advertisers efficiently manage large Google Ads accounts and campaigns. For example, you can compile your Google Ads data to use with other systems like inventories, generate regular reports, and make campaign adjustments in bulk.
  3. To use the API, you’ll need a Google Ads manager account and a developer token.
  4. This API is a good option for advertisers who have a developer or programmer with technical skills. If you don’t have these resources but still want an extra tool to help manage large changes to your account, try Google Ads Editor or Google Ads scripts instead.
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