Google Ads Interview Questions for experienced candidates

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Google Ads is an online advertising service that helps businesses reach new customers by placing ads on Google's search engine and other websites. Google Ads allows businesses to set a budget for their advertising and choose how their ads will look. When someone searches for a business on Google, their ads may appear next to the search results.

Google Ads is a pay-per-click (PPC) system, which means businesses only pay when someone clicks on their ad. Google Ads can be a very effective way to reach new customers, and businesses can control how much they spend on advertising.

1. Maximize clicks: Setting your bids to maximize clicks will help you get as many clicks as possible within your budget. As either a standard strategy in a single campaign or portfolio bid strategy across multiple campaigns, you can maximize clicks. Increase site visits is the goal of this bidding strategy.

2.Target impression share: The goal of target impression share is to increase visibility of Ads and automatically set bids with the intention of your ad being displayed at the very top of the page, or as close to the top as possible. Target impression share is available on the Search Network only as either a standard strategy in a single campaign or portfolio bid strategy across multiple campaigns.

3. Target CPA : The bid is automatically set by the Target CPA in order to get the most conversions possible at the set target cost-per-action. Your target may cost more or less than some conversions. You can use Target CPA as a standard strategy in one campaign, or as a portfolio bid strategy across multiple campaigns. We recommend using Maximize conversions or Maximize conversion value if it is available for your campaign type, rather than Target CPA. If you do not set a Target CPA when you use Maximize conversion value, we will try to spend your budget in a way that maximizes conversion value for your campaigns. When you set a Target CPA with the Maximize conversion value option, we will work to get you as much conversion value as possible at your target return on ad spend (ROAS).

4. Target ROAS: Target ROAS automatically sets bids to help you get as much conversion value as possible at the target return on ad spend (ROAS) you set. The return on some conversions may be higher or lower than your target. You can set a target ROAS either as a standard strategy in one campaign, or as a portfolio bid strategy across multiple campaigns.

5. Maximize conversions: Bidding to maximize conversions will help you optimize your campaigns towards conversions. You can set a Target CPA on your Maximize conversions bidding strategy, which means Smart Bidding will try to get as many conversions as possible at the target cost-per-action (CPA) that you set. If the Target CPA option is set, then Maximize conversions will aim to spend your budget to get as many conversions as possible. You can optimize your conversion values by bidding to maximize conversion value. You can set a Target ROAS on your Maximize conversion value bidding strategy, which means Smart Bidding will try to get the highest conversion value possible at the target return on ad spend (ROAS) that you set. If the Target ROAS option is set, then Maximize conversion value will not be active. The sentence should read:
Maximizing conversion values emphasizes the area you want to maximize, but limits spending to your specified budget.

6. Maximize conversion value: Automatically setting bids to help you get the most conversion value for your campaign while spending your budget maximizes conversion value. You want to maximize conversion values, but limit spending to your specified budget. When you are using Maximize conversion value without a Target ROAS set, we will aim to spend your budget in a way that maximizes conversion value for your campaigns. We will help you to get the most conversion value possible when you are using Maximize conversion value with a Target ROAS set. You can set a Target ROAS (return on ad spending) when you create a Maximize conversion value bid strategy.

Auction insights is a pre-built report in Google Ads that provides information on other advertisers who’re also bidding on the same keywords as you. This report can be viewed at an account, campaign or ad group level. Its help you compete smartly with your competitors. There are six key metrics available in the Google Ads Auction Insights Report.

Impression Share:
Impression share also known as search impression share is the number of impressions you have received divided by the estimated number of impressions you were entitled to receive.

  1. These impression you could have received based on different factors like current ads’ targeting settings, approval statuses, bids, and Quality Scores.
  2. Impression share results come in the percentage.
  3. 95% impression share should be considered good in case of branded keywords and in case of non-branded keywords 80% should be the bench mark. But if your keyword is very competitive and you have a limited budget then you should expect and aiming for search impression share near to 60%.

Overlap Rate:
“Overlap rate” is how often another advertiser’s ad received an impression in the same auction that your ad also received an impression.

Position Above Rate
“Position above rate” is how often another advertiser’s ad in the same auction is shown in a higher position than yours, when both of your ads were shown at the same time.
Top of Page Rate
“Top of page rate” is how often your ad (or the ad of another advertiser, depending on which row you're viewing) was shown at the top of the page in search results.
Abs. Top of Page Rate
“Search absolute top impression rate” is the percentage of your impressions that are shown as the very first ad above the organic search results.
Outranking Share
“ Outranking share” is how often your ad ranked higher in the auction than another advertiser’s ad, or if your ad was shown when theirs was not.

Quality Score is the rating given by Google based on the relevancy of keywords used and the PPC ad design. It is based upon multiple factors like CTR (click-through rate), keyword relevance, landing page quality and relevance, ad text relevance, and performance of previous ads

Ad rank is the value that determines your ad position on Google Search, relative to other ads.
Ad Rank is calculated by:

Your bid amount.
Auction-time ad quality.
Competitiveness of auction.
Context of a user’s search.
Expected impact of extensions and other ad formats.

Ad rank is the value that determines your ad position on Google Search, relative to other ads.
Ad Rank is calculated by:

Your bid amount.
Auction-time ad quality.
Competitiveness of auction.
Context of a user’s search.
Expected impact of extensions and other ad formats.

Headline 1 – 30 characters.

Headline 2 – 30 characters.

Description Line – 80 characters.

CTR (click-through-rate) is used to measure the success of an ad. To calculate CTR one can use the formula: number of clicks/number of impressions X 100 

Time zone and currency

Google benchmarked 5 and above as the ideal quality scores for best results.

A bid strategy that automatically sets bids for your ads based on that ad’s likelihood to result in a click or conversion. Each type of automated bid strategy is designed to help you achieve a specific goal for your business.

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