Attend FREE Webinar on Digital Marketing for Career & Business Growth Register Now

Digital Marketing Blog

Digital Marketing Case Studies, WhyTos, HowTos, Interviews, News, Events, Jobs and more...

Must-Read: Top 30 PPC Interview Questions and Answers

4 (80%) 9 votes

After weeks (or maybe months) of efforts in updating your CV, submitting your application, and finally, getting a call from THE company. You have been asked to come in for an interview. Now is the time to show what you have got and grab this job! But how are you going to get a job if you have no or minimum idea of what your PPC interview questions are going to be?

PPC interview questions

PPC interview

Don’t worry, here’s how you can prepare. We have come up with comprehensive PPC interview questions you must go through before entering that room!

What you will find in this blog:

  • Knowledge-based AdWords questions for interview.
  • Commonly expected SEM interview questions and answers.
  • Personalized questions for PPC fresher, PPC executive, PPC specialist, and PPC Manager.

    PPC interview questions

    PPC interview questions infographic

Knowledge-based PPC Interview Questions and Answers 2017

Q 1: What do you understand by AdWords?

Ans: Google designed AdWords with an aim to assist in marketing product and services in a search engine and its affiliated sites. It places a text ad that appears when people search for phrases associated with your offering.

Q 2: Why are we using Google AdWords?

Ans: The traffic that comes via Google AdWords or ‘Pay per Click’ is dealt differently. The organic traffic often visits the website for information, whereas the traffic through PPC ads knows what they are clicking on and what they want to buy. Therefore, few visitors coming via AdWords might be more valuable than the organic traffic.

Q 3: Explain the working of AdWords.

Ans: Google AdWords work on the basis of a bidding system. For instance, if the bidding price is higher, your ad will appear on top of the Google page. Working on the ‘pay per click’ model, you only pay the amount you have bid if someone taps on your ad that appears on Google SERPs.

Q 4: What is the meaning of Ad Rank?

Ans: Ad Rank decides the ad position on Google page. This is determined by your bid for that quality score and keyword.

Q 5: What is the possible impact of Ad Rank on Cost per Click?

PPC interview questions

Ad Rank on Cost Per Click

Ans: Ad rank defines the actual cost per click that your opponents pay when someone clicks on their ads. The CPC can be calculated as Price by you = The ad rank of the person below you / your quality score + $0.01.

Q 6: Explain the working of Google auction.

Ans: An auction runs billion of times each month and the results are such that users find ads that are relevant to what they are looking for. Google processes the request and runs the auction that determines the ad position and CPC of each advertiser.

Q 7: What is Quality Score in Google AdWords?

Ans: Google’s quality score determines the value and relevancy of your ad to the user on the basis of keyword relevancy, quality of your landing, and your ad’s CTR. Higher quality score keywords will save your money and get better ad ranking.

Q 8: Do you know what an ad group is in Google AdWords?

Ans: Ad group is a container of your landing pages, advertisements, and keywords. Google rewards advertisers who prepare AdWord Campaigns with tightly structured ad groups. Adding all keywords into the single ad group is not advisable rather it is better to organize keywords into themes.

Q 9: What is the role of conversion optimizer in AdWords?

Ans: Conversion optimizer is a tool used by Google AdWords for bid manipulation and decides which clicks on the ad will be valuable. This helps you to return maximum on your investment.

Q 10: Name some of Google AdWord Ad Extensions.

Ans: There are different ad extensions to boost the traffic. Some of the common ad extensions are:

  • Social Annotations
  • Local Extensions
  • Call Extensions
  • Offer ads
  • Mobile app extensions
  • Seller ratings
  • Image and drop down navigation Ad extension
  • Review extension
  • Communication Ad

Q 11: How can you improve conversion rates?

Ans: To target users to the campaign for boosting conversions, one has to create ads that match properly with keywords and create tightly themed ad groups.

Q 12: What is the limit set for the characters or number for AdWords ad?

Ans: In AdWords, the limit for

  • Description line 1: 25 characters
  • Description line 2: 35 characters
  • Description URL: 1024 characters

Q 13: What is CTR and how one can calculate it?

Ans: Click through rate abbreviated as CTR tells the number of visitors visited on your ad on the web page. To calculate CTR, one can use the formula:

  • Number of clicks/Number of impressions X 100 = CTR

The answer will be in percentage which represents % of customers who have viewed your ad.

Q 14: What types of keywords are there?

Ans: There is no definite type of keywords, however, they are classified on the basis of how likely is going to be clicked by visitors.

For instance,

  • Research Keywords: dress
  • Consideration: white dress
  • Purchase: buy white dress
  • Loyalty: This must be shorter – Forever21

Q 15: What do you understand by Google Ad API? What are the uses of Google Ad API?

Ans: Good Ad API is designed for representing large, tech-savvy advertisers and third parties. It allows developers build an application that directly coordinates with Google AdWords server.

With Google Ad API, one can build an application to do following things:

  • Develop additional applications and tools to manage accounts
  • Automatically generate landing pages, custom reports, ad text, and generate keywords.
  • Synchronize AdWors data with your inventory system to manage campaigns on the basis of the stock.

Commonly Asked PPC Job Interview Questions

There is a great probability that you will be asked one of these PPC interview questions 2017 regardless of your job role. so, thoroughly embrace yourself with latest PPC interview questions and answers 2017:

Q 1: Why did you choose PPC industry?

Ans: This is one of the most common PPC questions you will face during the interview! When the interviewer asks this question, he/she wants to know more about you as a candidate and why you chose to work in the field of Pay Per Click Marketing and Advertising. You need to tell them about your passion and your desire to work in the industry in the future. It would be great if you tell them about your back story with regard to what makes you tick as a candidate. Also, a good response could be to say that you are aware that the industry is extremely challenging and this is what attracts you. Show that you don’t want a boring job and prefers one which would challenge you on a daily basis.

Q 2: What is your most successful search campaign? Why?

Ans: Who doesn’t showcase their accomplishments on CV? And, it is highly possible that you too have listed your most successful PPC campaign on your CV. When the interviewer poses this question, he wants to know about your accomplishments in your words. They want to know the ins and outs of the campaign. Tell that about the aims, what keywords you want to target and the reason behind using those keywords along with the result achieved by you.

While talking about your previous campaigns, they will judge you on your passion and see if you are genuinely enthusiastic about the industry. Be sure to include stats and avoid giving false hopes.

Q 3: Who are our competitors? What PPC strategies are adopted by them?

Ans: You have to be prepared for this question. Do your homework. Before you appear for your interview, learn about the company you are applying to. You should research about the company’s background, their rivals, the strategies of the company and their competitors’ strategies.

Q 4: According to you, which paid media platforms would work well for our business and why?

Ans: Again, the best thing you could do is research. The interviewer yet again wants to know if you have done your homework. You need to consider which is the best-paid media platform for the company and how effectively they are using these platforms.

Think about different aims of the business in terms of objectives, KPIs, and keywords. Also, think realistically about which platforms would help them to achieve their goals. You can also go an extra mile by researching any new platforms and how it could help the company meeting their objectives.

Personalized PPC Interview Questions 2017

PPC Fresher

Q 1: Why is Search Engine Marketing important?

PPC interview questions

PPC interview questions

Ans: You are there for the Search Engine Marketing job but if you don’t know the why of SEM then you lost it. Since, a high percentage of the developed world is online, so the company’s potential customers, shareholders, employees, and partners are online. Search Engine Marketing is one of the fastest growing marketing channels and the most cost-effective. Therefore, the company can build an excellent avenue for cost effective and brand building at lead generation and online sales. If the company doesn’t have a search engine marketing strategy, they are behind the curve. Undoubtedly, it is one of the basic SEM interview questions raised by the interviewer. 

Q 2: How do I determine if search engine marketing is right for my company?

Ans: Since the whole world is on the internet nowadays, it is very unlikely that you don’t need search engine marketing to survive and grow in the market. Regardless of whether you are interested in generating leads, sales, investors, strategic partners, new recruits, and awareness, SEM offers an opportunity to improve your bottom line.

A quick assessment by professionals will help clarify the need and fit.

Q 3: How do we measure the success of SEM efforts?

Ans: The efforts you put in search engine marketing are quantifiable and can be measured easily.

  • If your objective is to generate awareness then you can track ‘impressions’ and ‘clicks’ on paid and organic search engine listings.
  • Whereas, if the aim is to measure brand performance or preference of text ad creative then you can measure ‘click through’ and ‘conversion’ rates.
  • For generating qualified leads, one can track email inquiries, downloads (demos or trials), or online registrations (for white papers, events, or newsletters).
  • In order to track SEM efforts for sales, you can track offline sales or e-commerce sales through printable coupons or phone call tracking.

PPC Executive

Q 1: If I plan to expand my business to Singapore, is there a need to get listed on local search engines and directories?

Ans: People across the world rely on the US-based search companies. Google has versions of its search engines for many different countries whereas Yahoo and the Open Directory have international branches of their directories.

By getting listed on a smaller regional or local website directory, the company can boost their search engine placement on all of the major search engines by increasing popularity i.e. the number and quality of links to your site. There are some local directories providing direct links to a website listed whereas others use scripts to track clicks on the sites listed. This helps in driving visitors to your website.

Q 2: What are the hallmarks of a good PPC landing page?

Ans: The hallmarks of a good PPC landing page considers the following aspects:

  • An attractive and powerful headline
  • A supportive tagline
  • Trust symbols
  • A list of advantages
  • A clear CTA (call to action)
  • A lead capture form
  • Use an image showing the context of use or a graphic that appeal to the visitors’ emotional side.

Q 3: Other than CPC, what are the other two options for bidding?

Ans: The two options for bidding are:

  • CPM – Cost per Thousand
  • CPA – Cost per Action

PPC Specialist

Q 1: How to track conversions in Google AdWords?

Ans: In Google AdWords, conversion tracking can be done by:

  • Enabling your ad rotation setting to optimize for clicks which means AdWords will serve the ads it feels are likely to be clicked.
  • View-through conversions window option tracks when a person sees your ad but doesn’t click it. This is called impression.
  • Tracking purchases by involving basic tracking code provided by AdWords and modifying it with an additional code unique to your particular e-commerce platform.
  • A person can know when customers click on their ad for the first time and how frequently they saw your ad before converting by accessing search funnels inside tools and analysis.

Q 2: How many keywords should I have per ad group?

Ans: Depending upon the level of ad control (by changing your keyword count), the number of keywords in an ad group varies.

For almost 50% of the advertisers, 10-20 keywords per ad group will work fine. However, newbies to PPC often fill ad groups with over 100 keywords but this doesn’t work well. This is because your ad group is serving one ad message, therefore that one single ad has to represent all of your different keywords.

AdWords’ Quality Score system loves it when your ad, your keyword & your landing page work in perfect harmony and are closely relevant. Too many keywords lead to too little relevance in your ad.

Q 3: What factors affect Quality Score?

Ans: Here are some factors affecting the Quality Score or QS:

  • Historic Account data
  • Landing page quality
  • Relevance of keywords and ads
  • CTR of the keyword

PPC Manager

Q 1: What could be done to reduce the costs for paid media campaigns without losing traffic tomorrow?

Ans: With this question, the interview wants to know your ways of hitting the ground and making an instant difference to their business. Do research. Your answers don’t have to be complicated or extremely detailed. Have a glance at the company’s current activity and list three quick changes which would act as instant wins. While answering such questions, outline the points you have come up with and emphasize that there are a lot more ideas which would take longer to implement but will yield better ROI.

The aim is to show the interviewer that you have both short-term and long-term plans in mind.

Q 2: Let’s say I represent the competitor who is buying the same trademarked keyword owned by your department. Despite a polite email, I have refused to stop bidding on your trademark term. What possible ways will you adopt?

Ans: Trademark infringement is an issue in PPC industry and leads to inevitable consequences. This question tests the candidate’s knowledge on Google trademark infringement policy as well as the best practices for bidding on a competitor’s keywords. You have to reflect your conflict resolution skills.

PPC Interview questions

sem interview questions and answers

By preparing for these PPC interview questions and showing a confident personality, you will be ready for the interview process. You are ahead of the game!

Also Read: Top SEO Interview Questions & Answers 

We wish luck to you! 🙂

Image Credits: digitalmarketingpro, wordstream

career in digital marketing
  • search-engine-marketing-training


  • There are 9 comments


    • 8 months ago

      Manveer Singh   /   Reply

      Hi, I am going to an interview for SEM executive. Unfortunately, my weak area is Google AdWords. I wish to know what could be the possible google adwords interview questions?
      Waiting for an early response thanks.

      • 8 months ago

        Sahil Arora   /   Reply

        Hi Manveer,

        Some top Google Adwords Interview Questions are;

        1) Explain what is ad rank?
        2) Explain Google Quality Score?
        3) What is conversion optimizer in Google AdWords?
        4) How you can improve conversion rates.
        5) Explain what is Google Ad API?

        So, thoroughly prepare for the aforementioned Google AdWords interview questions and answers 2017

    • 8 months ago

      Jitesh Rajani   /   Reply

      Great blog. I think most of the recruiters go for adwords interview questions. How can you suggest a PPC budget for the company?

    • 8 months ago

      Himanshu Goel   /   Reply

      I have done adword certification. What salary can I expect as PPC Executive?

      • 7 months ago

        Sahil Arora   /   Reply

        Hi Himanshu,

        Usually, a PPC Executive can earn around 20,000 to 30,000k per month. If you have enough skills & experience you can earn more money. You can earn more by working as a freelancer & offering your services.

    • 7 months ago

      Isha Goel   /   Reply

      These are ppc interview questions 2016. Are there any changing trends for 2017?

    • 7 months ago

      Kiran Nayyar   /   Reply

      Is there any good online course to learn about ppc market? I am a graduate in bba. Is it worth doing?

      • 7 months ago

        Sahil Arora   /   Reply

        Hi Kiran,

        You can join Search Engine Marketing Course from Digital Vidya where you will learn how search engine marketing can help you to grow your career or business growth. If you are from marketing background or looking to pursue your career in marketing or advertisement field it’s the best time to choose digital marketing or ppc as a career option.

        PPC Course : http://www.digitalvidya.com/search-engine-marketing-training/

    • 4 months ago

      Roselin   /   Reply

      Hi r u working with Google adword. How many rounds are there in Google adword interview. Which kind of things are there in each round of interview.can please help me with some interview questions and there answer in details. As fast as u can…

    Your Comment

    Your email address will not be published.




    [35000+ People already benefited]
    [35000+ People already benefited]
    [gravityform id="152" name="Optin Mobile" title="false" ajax="true" description="false" field_values="productid=dm101&furthercom=optinMobile"]
    • This field is for validation purposes and should be left unchanged.
    [35000+ People already benefited]
    [35000+ People already benefited]
    [gravityform id="152" name="Optin Mobile" title="false" ajax="true" description="false" field_values="productid=dm101&furthercom=optinMobileCTA"]
    • This field is for validation purposes and should be left unchanged.
    [35000+ People already benefited]
    [35000+ People already benefited]
    [gravityform id="152" name="Contact Me" title="false" description="false" field_values="productid=dm101&furthercom=optinCTA"]
    • This field is for validation purposes and should be left unchanged.