Effective digital marketing strategy cannot work without paid marketing, so naturally, it becomes a necessity for any digital marketer to be well versed in it. Paid marketing comes in handy during online advertisements and to implement it, one must have a thorough understanding and in-depth knowledge of the field. If you wish to get a good insight into what it really is, then many digital marketing programmes can come in handy to get you started. It is a booming line of work that has become highly competitive in recent years. Along with this, since this field is highly sought after, you can expect the interview process to be rigorous which can leave you feeling intimidated and overwhelmed. You are in luck as we have compiled some of the commonly asked questions in these interviews and by giving them a close look you can hope to have a better chance of securing a job.
Some PPC interview questions and answers that will give you a good idea of what such an interview process entails are as follows:
Commonly Asked Questions
- How would you describe PPC Marketing?
PPC stands for Pay per click and it is a type of marketing strategy whose focus is entirely on driving traffic to various websites from search engines.
- What is campaign management?
Campaign management is the process of creating and managing an advertising strategy for an organization on Google Ads. The aim is to divide the campaign based on Adgroups and then chose and select all the relevant keywords for each Adgroup. The next step then entails managing the ad formats. Throughout this process, the role of a campaign manager is highly crucial as the onus is upon him to ensure that the campaign runs smoothly and gets the desired results.
- How are direct marketing and branding different from one another?
In direct marketing, the focus of the advertiser is solely upon that audience who is the most relevant and useful to their business. Instead of targeting a wider audience, the focus is only on a particular group of people who fit a certain category. Conversion rate is a major metric to be considered in this type of marketing since it impacts the ROI. Some of the more common types of campaigns that employ this kind of marketing strategy include Search Network Only, Shopping Campaigns and Dynamic Search Ads. On the other hand, in a branding campaign, the aim is to try and get more exposure to a brand on popular websites, so they try and reach out to more people. Some of the more popular campaigns that use it include Display Ads, Remarketing and YouTube Ads.
- How can conversion rates be improved?
Conversion rates are a major metric in direct marketing and impact ROI. So, the focus of any advertiser should be to improve these conversion rates. The only and probably the most effective way to improve these conversion rates is by creating ads which perfectly align with the keywords along with formulating tightly knit ad groups so that they appeal to the targeted audience. The idea is to bring the audience to the landing page and get better conversions.
- What is Quality Score?
Quality Score is a kind of a metric between 1 to 10 which is calculated for each keyword. The quality score is used to judge the quality of keywords in comparison to the Ads and the Landing Page. Quality Score is used to calculate the AdRank which is then used to judge and calculate an ad position.
- What is the impact of the Quality Score on CPC and Ad Position?
Quality Score is inversely proportional to CPC and Directly proportional to Ad Position. That means higher QS means lower cost and higher position.
- Is there anything such as an invalid click and if there is, how does Google determine it?
To put things simply, invalid clicks are fake clicks which are unintentional or even malicious software clicks. Google doesn’t count them, and it has a highly specialized mechanism and algorithms to detect and filter such clicks. Since it is important to uphold the integrity of such marketing systems, it becomes highly necessary to be able to separate these invalid and fake clicks from the relevant ones.
What to expect?
These were only some of the few questions that you should be prepared for. Keep in mind that it is not going to be easy at all since they must ensure that you’ll be able to work in a dynamic and high-intensity environment. Make sure you let them know about your past projects and appear calm and composed throughout. Don’t act like you are fazed by their questions and believe in your own ability to answer everything that they throw at you. The key thing to remember is to be confident in this process as this will help to separate you from the other candidates.