How to Answer Entry Level PPC Interview Questions

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Data and marketing analysts often launch a marketing or advertising campaign using a wide range of strategies. One of the strategies that have always been of great help to them is the Pay per Click or PPC advertising strategy. The fact that it is among the most effective ways to bring targeted traffic to the website in a short span of time explains its popularity among digital marketers in today’s business world. 

If you’re interested in exploring more about the PPC tool, there are several online digital marketing courses that can be of help to you. Now, if you are looking to land a job in the PPC sector, we have put together a list of PPC interview questions and answers that can assist you prepare for your moment and make a good impression.  

  1. What is PPC?

Pay per click (PPC), also known as cost per click on the Internet, is a marketing tool that serves as the essence of paid advertising. The best advantage of this advertising strategy is that the client needs to pay only when online users click on their displayed advertisements. The PPC process is a complex one and involves different techniques by means of which the advertisements are created and displayed on the potential customers’ screen. The ads are created in such a way that it generates curiosity among the customers and leads them to the website. 

  1. Name a few of the useful Google Ad words and Ad Extensions

Different Ad words and Ad Extensions have different roles and purposes. While some of them can successfully increase the traffic, few others build a moderate level of traffic to your website. Some of the commonly used Ad words and Ad extensions to maximise customer traffic to your website are as follows:

• Site links

• Location extensions

• Call extensions

• Review extensions

• Mobile app extensions

• Seller ratings

• Offer Ads

• Image & drop-down navigation Ad extension

• Social Annotations

• Communication Ad

  1. Mention different types of keywords used in PPC

The keywords are broadly classified into four types depending on how likely is the audience to click on them.

• Research Keywords – These keywords usually tend to contain the name of the products and services offered by the business. The research keywords generally contain a word or two. For example, ‘speaker’.

• Consideration – Consideration keywords tend to contain two or three words that describe the products and services your business has to offer. For example, ‘wireless speakers’. 

• Purchase – Purchase keywords must contain 4 words that are related to the purchasing of the product. For example, ‘Buy a speaker’. 

• Loyalty – These keywords tend to be shorter, related to the brand and direct. For example, ‘JBL’. 

  1. Explain the purpose of Google Ad API and how can it be used? 

Google Ad API helps developers in building an effective and approachable application that can interact with Google Ad words server directly. The main purpose behind building it was to represent the technical savvy advertisers and third parties. 

Google Ad API can be useful for building applications in the following ways: 

• Google Ad API automatically generates required keywords, Ad text, custom reports and landing pages as well. 

• It is an effective tool for developing applications and tools that can aid users in managing their accounts. 

• Google Ad API also synchronises Ad words data with the inventory system in order to manage campaigns based on the stocks available.

  1. What is the purpose of DFP in SEO? 

DFP in SEO stands for Double Click for Publishers. DFP is used under situations where the publisher chooses to manage the ads themselves, instead of outsourcing or going for third-party intervention to broadcast on the website. Few public sites that always opt for DFP for ads include and  

  1. How do Google Auctions Work? 

Billions of auctions are made to run on Google Auction every month and the results are such that users find ads which are relevant to what they have been looking for or searching for. The search engine here always processes the request and runs the auction which determines the CPC and ad positions of every advertiser. 

  1. How will you know if your conversion tracking is working correctly? 

Many techniques can be used to determine whether the conversion tracking is working correctly. One such approach is to utilize the extensions. Chrome’s Google Tag Assistant is easy to both understand and use. It quickly alerts all the issues that are worth looking into. Another extension, Google Analytics Debugger offers a similar kind of service by focusing on GA tracking. In a similar manner, Facebook’s newly released pixel helper extension aids in diagnosing tracking for Facebook. 

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