PPC Interview Questions and Answers 2016

Paid Marketing is one the crucial marketing strategy in Digital Marketing. To implement Paid Marketing strategy in Google AdWords, one must have in-depth understanding of the theoretical and practical implementation using the interface. Below are the most commonly asked questions in Search Engine Marketing (PPC/Mobile/Display)


What is difference between direct marketing and branding ? 

In a direct marketing campaign the advertiser is interested to target the audience who are most relevant to the business. The major metric to consider in this type is conversion rate, which explains about ROI. Most common campaign types are Search Network Only, Shopping Campaigns, Dynamic Search Ads etc.

In Branding campaign an advertiser needs exposure of his brand on major sites and applications. The most popular methods are Display Ads, Remarketing, Youtube Ads and custom ads target.

Which settings cannot be changed after the AdWords account is created ?

Time Zone and Currency cannot be changed after account creation.

What is Google AdWords Double Serving policy ?

It means that an advertiser cannot advertise for same keywords/websites from multiple accounts. The purpose of this policy is to avoid showing ads of same companies or companies with common ownership. So the users can see the the ads from different providers. Read more about his here

What do understand by Quality Score ? 

Quality Score is a metric which is calculated for each keyword between 1 to 10. The QS defines the quality of keyword compared with Ads and Landing Page. This metric is used to calculate the AdRank, which is used to calculate the ad position.

What is the impact of 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.

What is Actual CPC ?

The actual cost of a click for an advertiser in an auction. The actual CPC is calculated in realtime and we cannot know the Actual CPC, but we can see Avg. CPC.

Actual CPC = (AdRank to Beat/QS)+$0.01

What Kind of Quality Score you can achieve for keywords ? 

In my past campaigns I achieved the QS of 7 – 10. I can improve the quality score by using optimization techniques in campaign.

What are the Factors which affect Quality Score ?

Quality Score depends on the following metrics

CTR of the Keyword
Relevance of Keywords and Ads
Landing Page Quality
Historic Account Data
How can you Improve Conversion Rates ? 

By creating ads which match perfectly with keywords and creating tightly themed ad groups so we can get targeted users to best landing page. Also by improving the Landing Page quality we can improve the conversions.

Is PPC Advertisement effect ranking of websites on search engines ? 

Never, Search Engine don’t mix them. Google and other search engines rank both organic and ppc results separately

Can you tell me limit of character used for PPC Ads ?

Different Search Engines have different Limit on ads character as for Google you can put maximum 25 for headline and 70 for description 1 and 2 combined.


Part 2
What is your biggest PPC win? 
You want them to discuss specific metrics, campaign struggles, and their step-by-step process.

What’s Quality Score? 
They should know that a Quality Score within AdWords is the score Google gives you on the relevancy of your ads to your landing pages. This is key because the higher your quality score is, the lower you pay per click, so your cost per acquisition drops.
Dive deeper and ask them how they increase Quality Scores to see their understanding of the attributes that affect Quality Score.

What tools do you use? 
You can find out their preferences and assess where their experience lies.
If you need someone to manage lots of campaigns, they need experience using robust tools. Someone more junior might use Power Editor or Google AdWords Editor.

How would you decide which ad platform to start on? 
Find out their methodology and how much they think you should spend to start with.

What would you do for [example campaign]? 
Find out how they think they could improve one of your campaigns for more PPC leads. They should discuss negative keywords, relevant ad copies, landing page adjustments, and more specifics on exactly what they’d do.


You can take this one step further by giving them a paid homework assignment with a campaign brief and see what kind of campaign they’re able to put together.

50+ Basic SEO Interview Questions and Answers for Freshers 2016

This post contains some Basic as well advance SEO interview questions and answers for freshers. Learn all these questions and answers.



What is SEO?


Search engine optimization (SEO) is the process of changing the position of a website or a web page in a search engine's search results (Organic or Natural results). 


Types of SEO


Two Types of SEO are
  • On Page Optimization
  • Off Page Optimization


SEO Techniques


Two SEO Techniques are 
  • White Hat SEO
  • Black Hat SEO ( Negative SEO )


What is On Page Optimization?


On-page optimization is one of the types of SEO that refers to factor that gives outcome to a website or web page ranking on SERP ( Search Engine Results Page ). On-Page Optimization means controlling a web page by you or by your page coding. 

Some of the examples are HTML Code, Meta Tags like Meta Title, Description, Content Quality, Keyword Density, Outbound Links, Image Alt tag etc.


What is Off Page Optimization?


Off Page Optimization is also one of the types of SEO that are not controlled by the page coding.

Examples of Off-page optimization Link building, Blog posting, Image Sharing, Document Sharing, Video Sharing, Infographics submission, Increasing Page Rank and Page Authority, Article submission, Getting high-quality links from relevant sites etc.


What is Page Rank or PR?


Page Rank is a rank that has been provided by Google for each and every Webpage. This Rank ranges from 0 to 10. This Page Rank is calculated by an Algorithm used by Google Web Search Engine. PR of a web page is based on the number of backlinks that received from other high PR webpage.


What is a Backlink?


Backlink means incoming links to a website or webpage. Inbound links are always better than outbound links. Those links are also known as incoming links, in links, inward links etc. Getting backlinks from high PR and relevant site is always good. Inlinks from .org, .edu sites would increase your website or webpage ranking on SERP. Do-follow links are better than No-follow links.




What are out bound Links?

An outbound link (OBL) or outgoing link is a link from your website or webpage to another website or webpage.


What is a keyword?


Keyword is a word that is used for searching through Search Engines in order to get results related to your searched query.


What is Keyword Density?


Keyword density is the percentage density of a keyword or phrase available on a webpage compared to the total number of words on the page. It is one of the important ranking factors for search engines to display a web page on the SERP. Providing junk keywords on a page would decrease the ranking of a web page.


What is Anchor Text?


Anchor text is a clickable hyperlink that is also known as link text, link label and link title. The keyword contained in the anchor text would increase the ranking of a webpage that receives the incoming link.


What are organic results?


The page views come directly through SERP and not through any Off Page Optimization is known as organic results.


What is Googlebot?


Googlebot is the search bot software used by Google to index a webpage. Crawling, Caching and indexing of a webpage happen through this Googlebot by collecting details from that webpage.


What are Meta Tags?


There are several Meta tags used in HTML but the top four tags that are used for SEO are Meta Title, Meta Description, Meta Keywords and Robot tags.


What is Meta Title?


Title is the most important factors for a good SEO of a webpage. These tags should be located within head section. These tags should tell some useful information about that page. A good title tag should contain 60 characters. These titles would appear on the SERP for your website along with the Meta description of that page. Google won't penalize your page if it contains title with more than 60 characters and it skips the remaining characters. If a web page doesn't contain title tag means Google would select the H1 tag as title or it will provide the title by its own.
Always write title tag for the page and not for SEO, if you stuff keywords in you title then Google won't rank your web page.


What is Meta Description?


A description tag should describe a web page and it should contain keywords but don't stuff all the keywords. Meaningless description would affect your web page. A description tag should contain 150 – 160 characters. If you provide meaningless or empty description, Google would take the description from the content available in that page.


What are Meta Keywords?


In early days Meta keywords are the least important tag for Search engine like Google. But it is an easy way to tell our important keywords to search engine. Meta keywords should contain less than 250 characters.
Now Google won't consider Meta keywords as one of the ranking factor.


What is White Hat Seo?


White Hat SEO is one of the SEO techniques that a Search engine always likes. Usage of SEO techniques, tricks and tactics by following search engine rules and regulations, algorithm and policies are known as White Hat SEO.


What is Black Hat Seo?


Black Hat SEO or Negative SEO is a common term for doing SEO Spamming Techniques. Usage of SEO by not following policies and regulations of search engine is called as black hat SEO. Some of the black hat SEO techniques are
  • Providing Low-Quality content or duplicate content on the page
  • Getting backlinks from spammed or adult sites.
  • Giving keyword stuffed content on the page with background color
  • Getting too much backlinks from a single page with different anchor text that targets a single page of your website.
  • Cloaking
  • Google Bowling etc