How to Become Google Ads Specialist in India
Google Ads specialist is someone who specializes in one or more advertising campaign types such as Google Search, Display, Video, Shopping or Mobile advertising and helps drive valuable traffic to get optimal business returns for the money spent on online advertising. Key role of an advertising specialist involves understanding in which direction an Ad campaign may take, how a campaign expands or changes its focus and then taking the right decisions accordingly.
What are the qualities of a Good Advertiser?
A) Active management - The more time you put into an account, the better the campaigns perform. One should spend at least 30 mins a day reviewing campaigns, deriving insights from the same and optimizing them for better performance.
B) Passion for Numbers - Almost everything here is a numbers game. It’s important to be comfortable with numbers and interpreting graphs and data. You should feel at ease with the ups and downs of the daily changes in numerical data.
C) Creativity - Understanding the end user’s needs, thinking in users’ perspective on how he/she is going to perceive the ad is important. The Ad communication is one of the most important things which helps an advertisement stand out from competitors.
D) Microsoft Excel skills - For a Google ads specialist, all the data off the Google dashboard comes through Microsoft Excel. It is definitely a must have skill. It helps you compile the data, generate reports and get a detailed understanding of campaign performance.
F) Problem Solving - Things may not go as per plan all the time. There will be some ups and downs that you face frequently. Account specialists should be capable of solving such problems and take measures to mitigate these problems in the future.
G) Patience - Results or outcomes may take time, sometimes weeks or even months. Things may not be in your control and dealing with uncertainties will be difficult. Taking impulsive quick decisions on non performing campaigns may not result in better results. You must have patience to allow the system to learn properly and to turn campaigns into its full potential. Once you master this skill, the rest is a breeze!
What does a Google Advertising Specialist Do?
A Google Ads specialist is capable of handling all aspects of a Google Ads campaign. He/She:
1. Helps analyze market trends, competition, and creates advertising strategies for businesses.
2. Plans campaign structures & Ad budgets.
3. Creates campaigns in Google Search, Google Display Partner and Google Mobile Ads.
4. Keeps up with the latest trends, and experiments with new things to stay ahead of competitors.
5. Does effective keyword research to target the desired consumer base.
6. Manages campaign bids and optimizes campaigns for better performance.
7. Tests different ads by creating different headlines & ad copies
8. Helps with all the analytics of website
9. Sets up quantifiable goals, tracks conversions and measures business returns.
Certifications in any field indicate that you meet a certain standard of competence and display expertise, which gives you a competitive advantage and access to job opportunities, higher pay scale and job security.
Google Certification - Having Google Ads Certification in your portfolio is absolutely essential for employers to recognize you as an expert who has attained a certain level of expertise in the field. Google Ads offers certification programs in Google Search, Display, Video, Shopping, Measurements and Google Ads Apps.
DigiGrad - DigiGrad is a new initiative by Social Beat, one of India's fastest-growing digital marketing agencies. Gain knowledge and exposure in Google Ads and digital marketing as a whole with real world examples, case studies and live projects through this course. The course is designed by the Social Beat team that has consulted and worked with some of the biggest brands in India.
Scope and Career Opportunities Google Ads Expert in India
With Covid-19 playing around, Digital marketing has picked up the pace among youngsters as a sought after career option. Businesses are also increasingly hiring digital marketing professionals. Having said that, the scope for Google Ads Specialists in India is massive and is only growing as the world becomes increasingly more digital.
The Ultimate Guide to Amazon Advertising in India
Amazon is a .. wait no one needs an Introduction to Amazon. All of us have ordered something or the other on Amazon at least once in our lifetime and some of us spend half our salaries ordering stuff we want because it’s just so convenient!
Amazon also offers Advertising Services which allows advertisers to leverage the massive reach of this e-commerce giant, greater than 200M to make a purchase or research before purchasing to promote their products. Amazon ads are a great way to reach out to a large number of people at the same time.
Here are some stats on the reach and engagement metrics on Amazon in India
This guide will touch upon:
- User Shopping Behavior
- Benefits and uses of an Amazon Advertising strategy
- Reaching the right audience on Amazon
- Ad Formats and Slots on Amazon Ads
- What is Amazon Brand Store?
- How to create a profitable Amazon Advertising Strategy
- Basics of Campaign Creation and Optimization
- How to Leverage Amazon Advertising across the Marketing Funnel
- Case Studies
- Bonus - New Features and Betas
User Shopping Behavior and Findings from Amazon
We all know that purchase behavior and purchase cycles are dynamic and complex. Based on an Internal Research by Amazon, when someone intends to buy a product there is an average gap of 12+ days between the first search and final purchase. The user spends 2+ days actively researching about the products after going through the product details for 9+ minutes and then checking the customer reviews. Following which the user adds products to cart and then shortlists 2-3 products and to make the ultimate purchase either online or offline.
So there is huge scope for advertising on Amazon in India to
- Helps brands reach potential customers throughout the purchase journey with relevant targeting options and amazon ad formats
- Helps create brand awareness and drives customer engagement
- Influences sales either directly on the platform or indirectly through other platforms like Google Search or Store Visits
Reaching the Right Audience on Amazon
You can target relevant users on Amazon using
- Gender & Geo
- Customer List
- Creating Audience with Pixel
Search Ads on Amazon
Amazon search ads are very similar to search ads on Google where an advertiser bids on keywords for products they want to gain visibility and a shopper looks for those similar keywords on the amazon search bar. The ad is shown to the user and the advertiser pays only when the user clicks on the ad. Amazon ppc ads (pay per click) are very different since the intent of the searchers to make a purchase is 100% when it comes to Amazon compared to Google Search where a searcher’s intent has other uncertain elements like “I want to” and “What is” “how to” queries.
Search Ads Formats on Amazon Advertising
Sponsored Brand Ads appear on the Search Results page above the products. This Amazon advertising strategy gives advertisers a boost to their brand awareness and visibility on the platform. When a user clicks on the ad they are either taken to the Brand Store within amazon or a custom landing page. When the user clicks on a specific product they are redirected to the product page.
Sponsored Product Ads make your ad appear in the first page of the products in the search results
Did you know that 70% of the users don’t even look beyond the first page of the search results? This format directs users to their products in the first page of the results and thereby increases sales.
Behavioral Targeting simply means targeting users based on specific types of online or shopping behavior. Amazon Advertising has 3 segments of Behavioral Targeting which are in:
- Market Segments
- Lifestyle Segments
- Custom Segments
In Market Segments - In market segments, target users that show an intention to make a purchase in a particular category by looking at their recent browser behaviour and search history. For example IM - Tops for women
Lifestyle Segments - This segment targets users with long term purchase behavior and search history related to a particular lifestyle. For example - Fitness Interest
Custom Segments - Custom Segments are segments that are created based on the brand’s objective. For example - users that purchase women’s grooming products but not from the advertiser’s brand.
Contextual Targeting is an Amazon advertising strategy which serves to attract users to product pages of the products the users are actively viewing; products that are relevant to the brand’s interest rather than the users’ past purchase behaviours.
Gender & Geo Targeting
Gender - Target a specific gender to reach an audience relevant to a brand or customize your communication for each gender.
Geo - Target specific countries/states/cities/pincodes to reach your relevant audience
Amazon allows advertisers to upload a list of emails of their existing customers to reach them on Amazon and also reach users displaying similar behavior.
Remarket to users that have already interacted with the brand on Amazon.
Ad Formats and Slots on Amazon Advertising
Along with Search Ads which display ads on the search results page, advertising on Amazon also offers a wide range of rich display, video creatives and slots on the platforms
Display Ad Slots
Ads with Lifestyle and In market Targeting are displayed on the below slots
Mobile/Desktop Deals Page
On the Search Results Page
Ads with contextual targeting are display on these slots
On the Product Page
Video Ads Slots
On the Homepage and billboard page for desktop
On the Homepage and product details page for mobile
What is Amazon Brand Store?
A Brand Store on Amazon helps advertisers have their own multi-page store on the platform to promote their brand and products for free.
Benefits of Amazon Brand Store
- Advertisers can easily create pages for products and categories using predesigned templates or drag-and-drop tiles.
- This amazon advertising strategy also gives the advertisers their own amazon web address for example - amazon.in/louisphilippe
- Use the brand store as a landing page to drive traffic from any source
- A dashboard with store insights which can be used to understand sales from different traffics and sources and use those insights to plan and optimize ad campaigns
- Engage with users through images and videos on the page
- Maximize sale on the platform
How to create a profitable Amazon Advertising Strategy?
Now that you have understood the Amazon Advertising and the capabilities on the platform let’s dive into how you can create a profitable Advertising Strategy on Amazon.
- Determine your goals
- Pick the right products to promote
- Structure your campaigns
- Optimize Product Pages
- Measure and Report
1) Determine your goals
This step is of the utmost importance when it comes to crafting your Amazon Advertising strategy. Clearly define the objectives of your campaign whether it is creating awareness within your target audience or increasing sales or reducing the Amazon Cost of Sale, such as:
- Drive x number of users to the brand store
- Increase sales by x% in x months
- Reducing ACoS by x% by date
- Sale x number of x product
With clear and concise objectives like these, it makes it much easier for advertisers to choose the products that they have to promote, type of campaign to run, effective creative and targeting options to achieve brand objectives.
2) Pick the right products to promote
Ask yourself questions like should I promote my best selling products to help drive sales? Promoting a low value product might generate sales but will that be profitable? Should I work on a strategy to identify high margin products and identify high ranking keywords for them? Do I have reviews for the product that I want to promote and where do I stand compared to my competitors?
3) Campaign Structuring
This is very basic yet very crucial to the success of the Amazon advertising campaign and has a huge impact on the amazon ad rank. Campaigns can be categorized by product categories or subcategories to avoid conflict between keywords, and customize the communication in the ads to be as specific as possible.
4) Optimized Product Pages
Amazon ads can successfully drive traffic to product pages but product pages also need to be optimized. Think of it from a shopper’s perspective and think of all the details that you would want about the product if you were to make the purchase and add every single detail on the product page with enough images of the product.
5) Measurement and Reporting
- Be cognizant of the KPI you measure for each campaign or objective.
- Measure Brand Keywords, Competitor Keywords and Generic Keywords separately to see what give you a better ROI at a lower cost.
- Leverage data points from store insights, analyze which campaign, products, sources work better and add additional budgets
- Look at ways to measure the overall impact of your Amazon Advertising strategy and not just the direct sales. For Instance - asking users that walked into the Local stores where they discovered the product.
Basic of Campaign Creation and Optimization
Basics of Campaign Creation
Before creating Amazon campaigns you need to be familiar with the key concepts or terms of a campaign on amazon
Search Term - The term a user looks for to discover products on amazon
Keywords & Match Types - The keyword refers to the term the advertiser bids on to get discovered and the match types determine how close the search term is to the keywords. There are 3 match types: Broad, Phrase and Exact
Broad - Broad keywords can include words before or after the keywords you have added. For example your keyword is tops, and your ad can trigger for terms like “blue tops for women” this match type helps in increasing the traffic to your product pages and can be used for awareness campaigns
Phrase - Phrase match focuses on the sequence of the keywords used. For instance if your keyword is “messenger bags for women” the ad will trigger if there are words before or after the keyword, provided it is in that sequence. This match type helps drive highly relevant traffic to the product pages and thus increase sales
Exact - Exact match keywords get triggered when the user looks for the exact keyword. This drives highly relevant traffic but might restrict the quantity of traffic.
Negative Keywords - Adding irrelevant and unwanted keywords to indicate that you do not want your ads to trigger for these keywords.
Campaign Types - There are two campaign types Manual and Automatic Campaigns. Manual campaigns give the advertiser more control over the targeting and optimization and Automatic Campaigns let amazon do it all for the advertiser.
Pro Tip - Manual campaigns generate more accurate results. However if your product is well optimized, have run campaigns on the platform and have learnings in the system, automatic campaigns can generate great results.
Bidding - Advertisers can choose between fixed bids or Amazon’s Dynamic bidding which allows amazon to optimize bids in real-time based on the learnings
Best Practices on Amazon Campaign Creation
- Pick the right campaign and creative type for the campaign objective
- Structure Campaigns based on categories and subcategories to avoid conflict and to improve relevancy
- A/B test different match types
- A/B test Automatic and Manual campaigns
- Bid on brands similar to your brand to reach more users
Campaign Optimization Best Practices
- Add Negative keywords and exclude irrelevant searches to avoid wasted cost
- Monitor search terms and expand your keyword list
- Remove low performing and high cost keywords and products
- Discover Keywords from your Automatic campaigns and add it to the Manual campaigns
- Maximize the budgets on best performing keywords
- Track product level performance and remove underperforming products and boost best performing products
- Leverage the Full Funnel Approach
- Drive traffic to your Amazon Brand Store to Boost Sales from other sources
How to Leverage Amazon Advertising across the Marketing Funnel
Full Funnel marketing is very important for any campaign.
The key to an awareness campaign is to create engaging creatives and target users relevant to your brand. A KPI for your awareness campaigns could be CTR to measure just how relevant your targeting is and how engaging your creatives are. After which you can use the audience created in the awareness campaigns to drive consideration and metric to measure here can be added to cart and drive users down the funnel.
Here is an example of how you can leverage amazon advertising to be present to users across the marketing funnel.
Other Features & Betas on Amazon Advertising
Amazon Lead Generation Forms
Brands without products listed on Amazon can also advertise and drive traffic to an external landing page or generate leads within the platform with Amazon’s inbuilt lead generation form
Create an engagement quiz for relevant audiences to your brand and personalize communication in the future campaigns
What is the difference between traditional and digital advertising in India?
Before we jump into this never-ending debate of traditional vs Digital Marketing, let’s look at how the customer journey has evolved.The 1990s - You see this page-long ad on the local newspaper, or a billboard, hear about brands through word-of-mouth, and eventually make the purchase at the nearby store.
2020 - You come across a brand on your favorite influencer’s profile, go stalk their Instagram account to see what they have to offer, have a look at their competitors on social media, land up on their website, read the reviews and watch gazillion videos on Youtube. Next, an ad appears on your phone because of the curiosity you’ve shown, which pushes you to make the purchase.
In all probability, you’re reading this blog on your smartphone as well. You see, the journey is now no longer one dimensional. And the number of digital channels that brands use and need to be present on has grown by leaps and bounds!
The evolution of the internet and technological advancements have benefited both consumers and advertisers in several ways.
Given that they now have a variety of options at their disposal, there is also a rising demand for what they expect from brands. Decision making is no more just about the product but also what they communicate, what they stand for, and the customer experience they provide.
Likewise, for brands, reaching out to consumers is no more a far-fetched, unachievable goal and the rise in online channels has opened up many more avenues for businesses. Also, Covid-19 has caused a major increase in the amount of time people spend online and has caused a parallel increase in the usage of Social Media. This has pushed multiple traditionally-run businesses to push the envelope, innovate, and take the digital route to sustain themselves.
What is Traditional Marketing?
Traditional Marketing, also known as Outbound Marketing, is a traditional way of reaching out to the masses based on the philosophy of 4P's of marketing. It was touted to be an effective tool to immediately reach millions of people and create an impact if done rightly.
The primary modes of Traditional Marketing are as follows:
Print: Comprises of Newspapers, Magazines, brochures, pamphlets or any printed material
Broadcast: TV, Radio, Theatre advertising
Direct Mail: Includes fliers, postcards, brochures, letters, catalogs, and other material that is printed and mailed directly to consumers
Tele-Marketing: Cold-calling prospects
What is Digital Marketing?
Simply put, it is a way of reaching your consumers at the right place and at the right time through the usage of the internet. Technology has aided the enormous growth that Digital Marketing has had over the past few years. These are the various fields of Digital Marketing that work together to create a holistic online image of the brand:
- Content Marketing
- Search Engine Optimization
- Social Media Marketing
- Google Search and Display Advertising
- Influencer Marketing
- Website & UI/UX
- Experiential (AR/VR) Marketing
Now let’s understand the differences between Traditional Marketing and Digital Marketing:
Monologue vs Dialogue
One of the main differences between Traditional Marketing and Digital Marketing is, Traditional Marketing is a linear approach of reaching your target audience by broadcasting a message, and hence there's little or no way in which the customer could engage with the brand. Hence, the communication needs to be well thought of, impactful, and clear.
Whereas, digital provides consumers a lot of options through which they can communicate, engage, and demand from the brand. Comments Sections, DMs, Stories, Lead forms, Review section, Filters are just some of the options that brands could use to elicit a response from their audience. The more you get your customers talking to you, the better it is for your brand's recall. Not just in terms of feedback, but it lets brands understand what their customers can expect in terms of their product offerings and hands them an opportunity to personalize it even further.
Wonderchef Case study
Traditional Marketing comprises majorly two creative formats - Static Print Ads and TVC. Though it gives brands a little room for experimentation, it has still seen some iconic ads over the years that have not faded in our memory.
Digital, on the other hand, has given an umpteenth number of creative formats to the brands - GIF, Static, Video, ASMR, Stories, Insta Grids, Landing Pages, etc. It's on brands to use these effectively and to create experiences that make them stay ahead of the competition.
Brands need to be extremely careful while broadcasting a message through traditional means of communication as there's no room for change. Whereas in Digital Marketing, brands can tweak the content as and when they want to. There's way more flexibility digital channels provide as opposed to traditional means.
With Traditional Marketing, brands need to be patient and results are quite delayed. The communication needs to be strong enough to elicit a response from the audience through word-of-mouth or purchase from the store. In case of Digital, one can immediately gather information on the number of people who’ve seen your ad, engaged with it, filled a form, and shown curiosity.
Targeting and Audience Segmentation:
Targeting and segmentation flexibility is way lesser in Traditional Marketing. Brands burn a lot of money since they’re usually broadcasting to the masses. Through Traditional Marketing, brands can decide which market segments they want to go after but still it is way broader than you think.
Whereas Audience Segmentation is one of the strongest points of Digital Marketing - it literally helps you reach the right customer with the right interest in the market segment you want to go for, with the right budget and time frame that you want. Not only that, but it also helps you save audiences that engage and interact with your brands in various ways and allows you to re-target them (now you know why that ad popped up on your feed). It also gives every brand the freedom to take their brand to the global markets way easier than it was a decade ago.
Marketing Analysis, Metrics, and ROI -
You can’t examine exactly how many people have seen your print ad, and how many of those were influenced by it that led them to make the purchase. Results are always more about positive word-of-mouth about the brand, and coupons, unique phone numbers, email addresses, brand surveys are some of the ways to measure the effectiveness of the traditional campaigns.
On the other hand, Digital Marketing is fuelled by the power of data hence making attribution extremely clear. Online channels provide a clear insight into the results the campaign has yielded, its source, who has shown curiosity towards the brand, and a lot more. Defining and measuring ROI is way easier through digital modes of communication.
When you look at the differences between traditional and Digital Marketing, Traditional Marketing is way pricier. Though it is still proven to be effective for certain types of businesses, brands need to be extremely careful of how much they shell out and for how long since the returns are difficult to measure. Traditional Marketing was sort of restricted to the biggies of the business world.
Digital Marketing, on the other hand, has opened up avenues for numerous small businesses to come out and make a difference with what they have to offer. This has also led to a surge in the number of competitors in each product category. With much lower rates and great flexibility to experiment with the budgets, it makes it feasible for businesses to bet their money on digital.
While there is a huge fraction of the audience who lives on the internet, there is still an older age group who are glued to their newspapers, television, radio, and other traditional platforms. Whereas, digital platforms flair really well for the younger and the middle-aged audience.
Another important thing in the traditional vs Digital Marketing debate is that unlike traditional, digital allows you to build and execute a detailed full-funnel communication strategy for your brand. And based on the objectives, it gives you customized results in the form of metrics. Whatever your business objective might be, it allows you to innovate and experiment. If you’re looking to get more people to talk to you, you can pick engagement, or if you’re looking for sales, you can pick conversions, if you are releasing a commercial, it also lets you optimize for views.
Neuberg Diagnostics Case Study - Leveraging the Full Funnel Marketing Approach -
While digital has been rapidly changing the way marketing runs due to the innovative edge it provides, there is room for both means to work together. For eg, use a print ad to get people to notice your online presence. Brands must use Traditional Marketing to further amplify the impact of Digital Marketing. But, all said and done, Digital Marketing is here to stay and in order to stay-in-top of their customer’s mind, brands will have to take the plunge into the digital world.
Top Google Ads Interview Question & Answers for Indians
If you’re actively looking out for top Google Ads interview questions & answers, we're guessing you have already completed all the essential Google ads certifications and are pumped to land a job in the digital advertising space. You’ve applied to your dream agency and your profile has been shortlisted for the Google ads interview. Sounds great, right?
While having your fundamentals established is really crucial, what agencies, brands and start-ups look for is someone who understands the intricacies of Google ads and can use that knowledge to drive solid results. Someone who knows how to read, analyze and present data to key stakeholders. After all, digital marketing is one of the hottest careers right now and the competition is high. Do you want to be the person who lands the role? Look no further. We have compiled the top Google Adwords interview questions and answers that you must know before stepping into the interview room.
The article has been divided into beginner, intermediate, and advanced Google Adwords interview questions so you can understand what questions to expect based on your level of experience.
Beginner-level Google Ads Interview Questions and Answers
Question 1: What is Google Ads? How would you describe it to someone coming from a mainland / traditional advertising background?
- Google Ads is one of Google’s digital advertising platforms that help advertisers reach people exactly when they're interested in the products and services offered.
- Google Ads has solutions catering to each stage of the marketing funnel, i.e., Awareness, Consideration, Action, and Retention.
- From a business owner’s point of view, Google Ads helps promote your business, sell products or services, raise awareness, and increase traffic to your website and app.
- In a nutshell, Google Ads helps bridge the gap between businesses and potential customers.
More information you can refer to: https://support.google.com/google-ads/answer/6319?hl=en
Question 2: What are the different marketing objectives that Google Ads caters to?
Google Ads helps businesses meet the following objectives:
- Website Traffic
- Product & Brand Consideration.
- Brand Awareness and Reach.
- App Promotion.
More information you can refer to: https://support.google.com/google-ads/answer/7450050?hl=en
Question 3: What are the different campaign types on Google Ads and what types of inventories do they offer ?
- Search Campaigns - Run text ads on the Google search engine by bidding on keywords.
- Display Campaigns - Run image and visual ads on Google Display Network and reach 90% of the internet.
- Shopping Campaigns - Drive Online sales focussing on product based inventories over Google search, images and Display network.
- Video Campaigns - Run appealing video ads on YouTube and partner websites.
- App Campaigns - Automated ads for app marketing that run on Google search, Display network, YouTube and Play store.
- Smart Campaigns - Get website sales with automated ads that show on Google Search, Google maps and across the web.
- Discovery Campaigns - Visually rich personalised ads that show across YouTube, Gmail, Discovery feed.
- Local Campaigns - A store visit optimized campaign that runs on Google Search, Maps and other Google Products.
- More: https://support.google.com/google-ads/answer/2567043?hl=en
Question 4: How are Google Ads campaigns usually structured? Explain the structural differences with an example.
- Campaign Type > Campaign > Ad Groups > Ads
- For a Search campaign:
- Campaign Type: Since we are considering a search campaign, the campaign type would be a Search Campaign.
- Campaign: Control the objective, location, languages, budgets, and bidding. Pertains to a particular product/service/theme.
- Ad Group: Control the audiences, keywords, and demographics, etc. Pertains to a set of keywords used to describe the campaign.
- Ads: The assets that are served to the end-users. Multiple ads can belong to an ad group.
- Example :
- Campaign: Commercial Property
- Ad Groups: Office spaces, Shop spaces, Showroom Spaces, etc each with a set of related keywords.
More information you can refer to: https://support.google.com/google-ads/answer/1704396?hl=en
Question 5: What level of control does the advertiser have on the audience’s demographics on Display and Video Campaigns?
- Parental Status
- Household Income
More information for your reference: https://support.google.com/google-ads/answer/2580383?hl=en
Question 6: List out a few basic bid strategies on Google Ads.
- Manual CPC
- Viewable CPM
- Maximize conversions
- Maximize clicks
- Target ROAS
- Target CPA
More information for your reference: https://support.google.com/google-ads/answer/2472725?hl=en
Question 7: What do you mean by ROAS and ROI? How do they differ?
- ROAS :
- Return on ad spends. Measures the efficiency of ad campaigns.
- Calculated as Conversion Value or Sales/Ad Spends.
- ROI :
- Return on Investment. Measures the profitability of ad campaigns.
- Calculated as Conversion Value or Sales - Expenses / Expenses * 100
- Expenses should include all expenses like production, logistics, and marketing, etc.
More information you can refer to: https://support.google.com/google-ads/answer/14090?hl=en,
Question 8: Explain the significance and evaluation of Click Through Rate and Conversion Rate.
- Click-Through Rate (CTR): (Clicks/Impressions) * 100
It helps understand the effectiveness of an ad’s communication for the targeted audience.
- Conversion Rate (CR): ( Conversions/Interactions ) * 100
Shows how often, on average, an ad interaction leads to a conversion.
More information for your reference:
Question 9: How would you differentiate between Reach and Impressions?
- An impression is counted each time your ad is served on Google's ad networks
- Reach is the unique number of ad impressions that are served to a particular user.
More information you can refer to: https://support.google.com/google-ads/answer/2472714?hl=en, https://support.google.com/google-ads/answer/6320?hl=en
Question 10: Which tools would you use to set up conversion tracking and measure traffic to your website?
- Google Tag Manager (GTM) can be used to set up conversion tracking
- Google Analytics (GA) can be used to measure website traffic and landing page performance.
More information you can refer to: https://support.google.com/google-ads/answer/1722022?hl=en
These are the common beginner-level questions that you can expect in your interview. Let’s move on to some questions which ought to be known by intermediate-level digital advertising professionals.
Intermediate-level Google Ads Interview Questions and Answers
Question 1: What is the quality score? Can you explain the top key factors that influence a keyword’s quality score?
- Quality Score is Google's rating of the quality and relevance of both your keywords and PPC ads.
- It’s rated from 1 to 10.
- Factors determining Quality Score include:
- Your click-through rate (CTR)
- The relevance of each keyword to its ad group
- Landing page quality and relevance
- The relevance of your ad text
- Your historical AdWords account performance
More information you can refer to: https://support.google.com/google-ads/answer/140351?hl=en
Question 2: What are the benefits of having a good quality score?
- It is used to determine your cost per click (CPC)
- It is multiplied by your maximum bid to determine your ad rank in the ad auction process.
- Higher AdWords quality scores usually lead to lower costs per conversion.
- Quality Score is also a factor when AdWords determines if your ads will show extensions.
- Helps improve overall account level quality score.
More information you can refer to: https://support.google.com/google-ads/answer/140351?hl=en
Question 3: Consider a scenario where your client is calling you up, asking if it’s possible to update your Search ads with the keywords in your ad group that caused your ads to show. How would you respond?
- The client’s requirement can be met using Dynamic Keyword Insertion for Search ads.
- This can help make your ads more relevant to users searching for what you offer.
- However, DKI will trigger only if the search query is less than or equal to 30 characters post which the default ad copy will be served.
More information for your reference: https://support.google.com/google-ads/answer/74992?hl=en
Question 4: Can you explain Responsive Search Ads in-depth?
- RSA or Responsive Search Ads is a new type of search ad that’s powered by Google’s machine learning.
- Google Ads will automatically test 15 different combinations of headlines and 4 different combinations of descriptions and learn which combinations perform best.
- By adapting your ad’s content to more closely match potential customers’ search terms, responsive search ads may improve your campaign’s performance.
- There is an option to “pin” headlines and descriptions to specific positions.
- It can be leveraged with DKI for best performance.
More information for your reference: https://support.google.com/google-ads/answer/7684791?hl=en
Question 5: What are the different types of Google Audiences for Display and YouTube Ads?
- Detailed Demographics
- Affinity & Custom Affinity
- In-Market and Custom Intent Audiences
- Life Events
- Remarketing and Similar Audiences
More information for your reference: https://support.google.com/google-ads/answer/2497941?hl=en
Question 6: How would differentiate between In-Market and Affinity audiences? How would the use-case differ?
- Affinity Audiences helps reach users based on what they're passionate about, their habits, and interests. It is ideal for building awareness about a brand. It is populated by individuals who have a general, long-standing interest aligned with a specific Affinity Segment like Food & Dining, Home & Garden, etc.
- In-Market Audiences helps reach out to potential customers who are actively researching or looking to buy products and services. It helps you target potential customers who are more likely to make a conversion. It is optimal for Performance Marketing. Example: Financial Services, Post-Secondary Education, etc.
More information for your reference: https://support.google.com/google-ads/answer/2497941?hl=en
Question 7: Explain about Responsive Display Ads and how it works.
- Responsive Display Ads or RDA ads are asset-based and automatically adjust their size, appearance, and format to fit available ad spaces.
- RDA can serve on websites and apps as Image, Texts, and Native ads. Reach of RDA’s also extrapolates to Gmail and YouTube.
- Advertisers can add up to 15 images, five headlines, one long headline and five descriptions, and five logos for responsive display ads. Landscape size of 1200 x 628 and Square size of 1200 x 1200 works best.
- Additionally, custom calls to action with custom colors can be leveraged.
More information for your reference: https://support.google.com/google-ads/answer/6363750?hl=en
Question 8: Consider a client who wants to capture the source, medium, campaign name, and ad group name whenever an ad redirects the user to the landing page. What solution can you provide the client with?
- Tracking templates with multiple UTM parameters can be leveraged to pass multiple data points to the landing page.
- This template can be implemented at the campaign, ad group, and ad level depending on the use case.
- The data passed along with the tracking template can be viewed using tools like Google analytics.
More information you can refer to: https://support.google.com/analytics/answer/1033981?hl=en
Question 9: Consider a client who emails you a list of locations within Mumbai from where their business has seen substantially huge numbers of bookings and asks you what can be done to specifically target these locations. What is your response?
- Bid enhancements can be leveraged for Search, Display and Video campaigns where bids can be increased/decreased for specific locations of choice.
- Locations from the list, can be targeted with increased bids proportional to the number of bookings.
More information for your reference: https://support.google.com/google-ads/answer/1722043?hl=en
Question 10: Consider a client who promotes a brick & mortar store and wants to ensure ads are served only when the store is open. What solution would you recommend
- The Ad scheduling tab helps prepare a schedule for the ads to serve only during the selected hours and day of the week.
More information you can refer to: https://support.google.com/google-ads/answer/6372656?hl=en
This exhaustive list can help you prepare for your upcoming interview. Found these questions fairly easy? Try your hand out at these advanced-level questions!
Advanced-level Google Ads Interview Questions and Answers
Question 1: What are the different ways by which you can run ads for store visits on Google Ads? How does Google measure store visits?
- Running ads for store visits is possible by adding location extensions to:
- Search Ads
- YouTube Ads
- Display Ads
- Alternatively, for businesses with 10 or more locations, Local campaigns can be leveraged.
- Both require Google My Business (GMB) Linking. Performance for Store Visits can be measured as a part of the conversion actions.
- Google uses a hybrid approach with a large number of signals in order to measure visits some of which include:
- Google Earth and Google Maps Street View data.
- Mapping of the coordinates and borders of hundreds of millions of stores globally.
- Wi-Fi signal strength in stores.
- GPS location signals.
- Google query data.
- Visit behavior.
More information you can refer to: https://support.google.com/google-ads/answer/6100636?hl=en
Question 2: What are the key steps that you would take to optimize your display campaigns after getting feedback from the client that display campaigns are resulting in poor quality leads and the cost per lead is gradually increasing?
- The initial steps would be checking if irrelevant demographics have been excluded.
- Ensuring non-performing audiences are paused.
- Segmenting the campaign into mobile and desktop specific campaigns.
- Excluding non-performing placements and irrelevant placements.
- Creating a separate campaign focussing on multiple premium websites only.
- Revisiting the creative strategy and communication.
More information for your reference: https://support.google.com/google-ads/answer/6382966?hl=en
Question 3: How are App Install campaigns different from other types of Google campaigns in terms of control? How do the App Install campaigns work?
- Unlike campaign types like Search, Display, or YouTube, UAC campaigns offer no control in terms of targeting, placements, keywords, ad scheduling, or bid enhancements. The majority of the optimization is automated. However, budgets, bids, target locations, and creatives are in the advertiser's control.
- UAC Campaigns operate using 5 headlines, 5 descriptions, up to 20 images, 20 videos, and 20 HTML assets.
- Google will test different asset combinations and serve ads that are performing the best more often.
- Ads are served on the Search, Display Network, YouTube, and Play Store.
- The algorithm takes multiple dimensional factors into account like combinations of age, gender, watch time, app category, browsing history, etc.
- App Campaign combines millions of Google signals outside the app and inside the app data to find the most valuable users.
More information for your reference: https://support.google.com/google-ads/answer/6247380?hl=en&ref_topic=3121770
Question 4: What are the different video ad types? How do they stack up against each marketing funnel objective along with the ideal audience types?
- YouTube ads are available for all attention spans and users.
- Awareness Stage:
- Trueview, Bumper, Non-Skippable, & Masthead ads
- Detailed Demographics, Affinity, and Custom Affinity audiences can be leveraged.
- Consideration stage:
- Trueview and Discovery ads
- Life Events and In-Market audiences can be leveraged.
- Action Stage:
- Trueview ads.
- Customer Match, Custom Intent, Remarketing, and Similar audience can be leveraged.
More information for your reference: https://support.google.com/google-ads/answer/2375464?hl=en
Question 5: What are the different types of App Install Campaigns?
- App campaigns offer three different ways to optimize marketing objectives
- Install Volume Campaigns: Google Ads will optimize your bids and targeting to help you get the greatest number of new users for your app.
- Install Volume Campaigns for in-app actions: Similar to volume campaigns but the algorithm goes after who might tend to perform a particular in-app action.
- In-App Action Campaigns: Google Ads will focus on people who are most likely to complete the specific in-app actions that you've set up and selected for the campaign. This campaign type is used to obtain quality audiences.
More information for your reference :https://support.google.com/google-ads/answer/6247380?hl=en&ref_topic=3121770
Question 6: Does Google have any offerings for user retention on apps? How is it different from regular app campaigns?
- Google offers UACe campaigns i.e. UAC for engagement which can be used to engage existing app users.
- While the same asset types as UAC can be used for UACe but the individual performance is not visible to the advertiser.
- The major difference is that the advertiser can create multiple audiences based on different in-app events and target those users. Example: Users who have logged in, but not yet completed a transaction. Even communication can be tweaked accordingly.
More information for your reference: https://support.google.com/google-ads/answer/6310747?hl=en
Question 7: How do Shopping Ads work? What are the prerequisites for setting up a shopping campaign?
- Shopping campaigns help promote online and local inventories, boost traffic to the web store as well.
- Key shopping ads format includes Product shopping ads, Showcase shopping ads, and Local catalog ads.
- Shopping ads appear in the shopping tab, next to search results, search partners, display networks, and various Google Properties.
- Shopping ads use your existing Merchant Center product data and not keywords to decide how and where to show ads. The product data submitted through the Merchant Center contains details about the products you sell. It’s really important to ensure the merchant feed is optimized so ensure that ads trigger for the most relevant search terms.
More information for your reference: https://support.google.com/merchants/answer/2660968?hl=en
Question 8: What are Lookback days and Membership Duration? Explain with an example.
- Membership duration is how long you want people to stay on your list, once they’re there. You can go up to 540 days but it's almost always better to stick to a much shorter time period so you don't waste money on hopeless prospects.
- Lookback days determine how long a person has to complete the conditions we’ve set out. The lookback period determines the timeframe in which Google will add together a given person's actions across multiple site visits.
- For example, this audience requires 5 or more Pageviews. Let’s say we have a Membership duration of 45 days and a Lookback period of 10 days.
That would mean that someone who comes to our site today and has 2 pageviews, then comes back to our site within the week and has 3 Pageviews will be added to our audience -- because they’ve had 2 + 3 = 5 page views within a 10-day period (Lookback days).
Once they’re added to our audience, they’ll be in it for up to 45 days (Membership duration) or until they convert.
More information for your reference: https://support.google.com/authorizedbuyers/answer/166268?hl=en, https://support.google.com/admanager/answer/2477118?hl=en
Question 9: What are dynamic search ads and how do they work?
- Dynamic Search Ads uses the website content to target ads. The ad copies and landing pages are also generated from the website content.
- However, the advertiser must add a creative description.
- The purpose of DSA is to ensure that the relevant searches are not missed out.
- To ensure DSA success, make sure that the website is crawlable and is on-page optimized. Also, pages that should not be triggered are to be excluded from the campaign.
More information for your reference: https://support.google.com/google-ads/answer/2471185?hl=en
Question 10: What do you know about smart shopping campaigns?
- Shopping campaigns combine standard Shopping and display remarketing campaigns, and use automated bidding and ad placement to promote products.
- The algorithm will pull data from product feed and test different combinations of the image and texts provided by the advertiser, and then show the most relevant ads across Google networks, including the Google Search Network, the Google Display Network, YouTube, and Gmail.
- Google also automates ad placement and bidding for maximum conversion value at a given budget, leaving minimum control for the advertiser.
- The website must have a remarketing list of at least 100 active users associated with the account.
- The advertiser must provide the Logo, Image, Short headline, Long headline, Description, and Final URL.
- The advertiser can also choose specific products or groups of products to advertise, or all products at once.
More information for your reference: https://support.google.com/google-ads/answer/7674739?hl=en&ref_topic=3121941 ,
In a nutshell, not only do you have to be knowledgeable about the possibilities and controls of each campaign type, but also how the algorithm works. Your skills are directly related to the depth of knowledge you have which is something that will help you stand out amongst the competition. Digital advertising is 80% about knowing “what to do” and 20% about “how to do”.
To succeed in answering these Google Adwords interview questions, the most important quality you can have is confidence. This confidence only comes when you are well-versed in all aspects of Google Ads and know that you can tackle any question that comes your way. At DigiGrad, we offer comprehensive Google Ads marketing courses that will give you the skills you need to become a successful digital marketer. Our internship opportunities also help you get a feel of a professional setting so you can prepare for your next job.
Do drop a comment if you have a question or need anything, in particular, to be answered.
Here’s hoping that you’ll clear the interview and get that job!