Top Google Ads Interview Question & Answers for Indians

  • Author: Adithya
  • |
  • Published Date : 5 June , 2020
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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?

Answer: 

  • 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?

Answer:

Google Ads helps businesses meet the following objectives:

  • Sales
  • Leads
  • 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 ?

Answer:

  • 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.

Answer: 

  • 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?

Answer:

  • Age
  • Gender
  • 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.

Answer:

  • 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?

Answer:

  • 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.

Answer:

  • 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:

https://support.google.com/google-ads/answer/2684489?hl=en,

https://support.google.com/google-ads/answer/2615875?hl=en

Question 9: How would you differentiate between Reach and Impressions?

Answer:

  • 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?

Answer: 

  • 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?

Answer: 

  • 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?

Answer: 

  • 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?

Answer: 

  • 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?

Answer:

  • 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?

Answer:

  • 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?

Answer:

  • 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.

Answer:

  • 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?

Answer: 

  • 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?

Answer:

  • 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

Answer:

  • 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?

Answer: 

  • 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?

Answer: 

  • 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?

Answer:

  • 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?

Answer: 

  • 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?  

Answer: 

  • 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?

Answer:

  • 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?

Answer:

  • 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.

Answer:

  • 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?

Answer:

  • 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?

Answer: 

  • 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 ,

https://support.google.com/google-ads/answer/7674740?hl=en&ref_topic=3121941

Conclusion: 

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!