Google Ads Interview Questions and Answers

Google Ads is an online advertising platform where businesses can create ads to appear on Google’s search engine results pages and across the Google Display Network. It operates on a pay-per-click (PPC) model, meaning advertisers pay each time someone clicks on their ad.

The main components include:

• Campaigns: High-level structure that defines the budget and settings.
• Ad Groups: Contain related ads and keywords.
• Keywords: Terms that trigger your ads to show.
• Ads: The actual advertisements displayed to users.

A keyword is a specific word or phrase that advertisers choose to target. When users search for that keyword, the associated ads may appear in the search results.

Quality Score is a metric used by Google to measure the relevance and quality of your ads, keywords, and landing pages. It affects your ad rank and CPC. Higher scores lead to better ad positions and lower costs.

PPC stands for Pay-Per-Click. It’s an advertising model where advertisers pay a fee each time their ad is clicked. Google Ads primarily uses this model.

Keywords can be chosen by researching relevant terms using tools like the Google Keyword Planner, analyzing competitor keywords, and considering the target audience’s search behavior.

Ad extensions are additional pieces of information added to ads, such as phone numbers, location, site links, and callouts, which enhance the visibility and effectiveness of the ads.

A landing page is the web page that users land on after clicking an ad. It should be relevant to the ad content and designed to convert visitors into leads or customers.

CPM (Cost Per Mille) is a model where advertisers pay per 1,000 impressions, while CPC (Cost Per Click) is where advertisers pay each time someone clicks on their ad.

Ad rank determines the position of your ad on the search results page. It is calculated based on your bid amount, Quality Score, and the expected impact of ad extensions.

The Google Display Network is a collection of websites, apps, and videos where Google Ads can be displayed. It allows advertisers to reach users beyond search results.

Quality Score can be improved by:

• Using relevant keywords.
• Writing compelling ad copy.
• Creating user-friendly landing pages.
• Enhancing click-through rates (CTR).

Negative keywords prevent your ads from showing for specific search terms that are not relevant to your business, helping to refine your audience and reduce wasted spend.

Success can be measured through various metrics such as Click-Through Rate (CTR), conversion rate, Cost Per Acquisition (CPA), return on ad spend (ROAS), and overall revenue generated.

Responsive ads automatically adjust their size, appearance, and format to fit available ad spaces. Advertisers provide multiple headlines and descriptions, and Google combines them to create effective ads.

A/B testing, or split testing, involves creating two variations of an ad to determine which one performs better. It helps in optimizing ad copy, targeting, and design for better results.