Q1. Explain what are Ads?
Ads or advertisements refer to a piece of content aimed at promoting a particular product or service.
Q2. Explain how Ads work?
An Ad words by appealing the buying instinct of someone who sees it. An ad for a T-shirt and an ad for a mobile phone are fundamentally different as they have to appeal to different buying instincts of customers.
Q3. What are the benefits of Google ads?
One key benefit of Google Ads is their ability to reach people to whom the ads are relevant. In many ways, Google Ads solved the problems in traditional advertising by reaching the target audience directly.
Q4. What is an advertising campaign?
An advertising campaign refers to a long term marketing effort to advertise a given product or service across various channels of marketing.
Q5. What is an ad group in Google Adwords?
An ad group refers to the keywords being targeted for ads for a SEM campaign. Ad groups help search engines identify which keywords trigger an ad, the text of the ad, and the final landing page once an ad is clicked.
Q6. Explain what is Ad rank?
Ad rank refers to the position of a particular ad amongst other ads on the search results page.
The formula of ad rank is:
Ad rank = CPC Bid X Quality Score
Q7. Explain what is Google Quality Score?
Google Quality Score is a metric used to determine the rank of an ad on Google search results. The Quality Score depends on a number of factors like CTR, landing page quality, load time, and so on.
Q8. What are the factors to improve quality score?
Some factors which can be improved which in turn improve quality score are CTR, load time, landing page quality, geo-location accuracy, and ad text quality
Q9. Explain what is an ad group in Google Ads?
An ad group refers to the keywords being targeted for ads of a SEM campaign. Ad groups help search engines identify which keywords trigger an ad, the text of the ad, and the final landing page once an ad is clicked.
Q10. Which options cannot be changed in Google Ads once an account is created? Explain as to
how can you improve conversion rates?
Ad format (campaign type) cannot be changed after creation of an account. Conversion rate of an ad can be improved by improving CTR, ad text, and faster load time of landing page.
Q11. Explain keywords in the context of Google ads?
Keywords are chosen by buyers in Google Ads based upon their relevance to the product or service being advertised and the cost of the keyword. Naturally, high volume keywords have high cost per click.
Q12. What are negative keywords?
Negative keywords are a special category of keywords on which the advertiser doesn’t want the ad to appear. The facility of negative keywords is added to make sure people clicking the ad are genuine prospects. Good use of negative keywords can help an advertiser save money.
Q13. What are Google Ad Extensions?
Google Ad Extentions are additional tools which can be used to improve the performance of an ad and further aid in SEM process. Typically, Google Ad Extensions help improve CTR, add buttons to call or text, or improve visibility of an ad.
Q14. What is the formula to find CTR (Click Through Rate)?
CTR = (Clicks/Impressions) * 100
Q15. How can you Improve CTR?
CTR can be improved by working on improving load time and optimizing ad text.
Q16. What is the limit of characters used for PPC Ads?
A typical character limit for a PPC ad is 90 characters
Q17. What is average length of URL?
Q18. Does SEO of a landing page help in quality score?
SEO has a limited impact on quality score as SEM ads are designed especially for websites which may not have a strong SEO.
Q19. What is the difference between CPM, CPC and CPV bidding?
CPM- Cost of ad per thousand views
CPC- Cost of ad per click
CPV- Cost of ad per view
Q20. How many types of ads can be made in a search network?
There are a number of ad campaigns one can run on a search network like Google. These include search ad with image, search ad without image, image ad only, shopping ad, video ad, and in-app ad.
Q21. What is frequency capping?
Frequency capping limits the number of time one user can see an ad. This can help a typical advertiser save money from SEM budget by making sure a single person does not see the same ad again and again.
Q22. What is Ad rotation?
Ad rotation allows advertisers to display different ads within an ad group.
Q23. What is the difference between CPC and PPC?
The difference between CPC and PPC is merely based on context. PPC refers to the campaign being run by an advertiser and the money involved per click. CPC is a term used before an advertising campaign begins and advertisers are researching keywords.
Q24. What is the difference between Google ads and Google AdSense?
While Google Ads refers to ads appearing on the search engine published by advertisers, Google AdSense refers to ads being published on blogs and websites by Google itself. In AdSense, blog runners and publishers are paid per click by Google, which is paid by advertisers.
Q25. Write any four formats of display ads?
Four formats of display ads include responsive display ads, image ads, engagement ads and Gmail ads.
Q26. How many types of ads can one make in a display network of Google ads?
The types of ads one can make in a display network on Google Ads include responsive display ads, image ads, engagement ads, and Gmail ads.
Q27. What is Google Merchant Center?
Google Merchant Center is a repository of product data uploaded to Google by various online retailers. Retailers are allowed to edit product information to provide seamless experience to potential buyers.
Q28. What is Google product category?
Google product category refers to the type of product being added to the Merchant Center which helps improve user experience on Google.
Q29. What is Dynamic ad?
Dynamic ads refer to on-the-go creation of ad title when somebody is searching on a search engine. Instead of keeping a pre-determined ad title, dynamic ads involve search engines scanning the advertisers’ websites for certain repeating keywords and phrases. When these keywords and phrases are then searched, the dynamic ad changes its title automatically to match the search term and make the ad appear on top of search results.
Q30. What is Remarketing?
Remarketing involves targeting customers and prospects that have previously interacted with a company by visiting its website or buying a product. Since the interest of prospects is already established, conversion rates in remarketing are usually high.
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