Top 44 Search Engine Marketing Interview Questions You Must Prepare 14.Jun.2024

The average CTR generated by Google AdWords campaigns is about 2%, growing to 3% for some industries, such as finances and dating. However, this is will not be the same for everyone, as it depends on many factors, of which the most important are your industry and budget.

  • Headline 1 : 30 Characters
  • Headline 2 : 30 Characters
  • Path 1  : 15 Characters
  • Path 2  : 15 Characters
  • Description : 80 Characters
  • Final URL : 1024 Characters

CPM : Cost Per Thousand is the amount you pay per thousand impressions that you receive, the amount has no relation with ad clicks.

CPC : Cost Per Click is the amount that you agree with the advertiser to pay only for the clicks you receive on your landing page.

CPV: is when advertisers pay for each unique user view of an advertisement or website (usually used with pop-ups, pop-unders and interstitial ads). Cost per view on youtube is more aligned with video marketing, where you pay Google for viewing your ad.  CPV may also mean cost per visitor where an advertiser pays you for driving each unique visitor to her site.

If in case your ads gets disapproved, you’ll get a notification in regard to it along with an email. Once you know why have your ads been disapproved then you can work on editing you ad and fix the problem there and then. Sometimes, you need to make changes in your ad text and in other cases we may need to edit both which means ad along with website.

No, both page rank and quality score and not at all related to each other.

We have diff types of ad extensions in Google Adwords:

  • Sitelinks extensions
  • Callout extensions
  • Structured snippet extensions
  • Call extensions
  • Message extensions
  • Location extensions
  • Affiliate location extensions
  • Price extensions
  • App extensions
  • Review extensions
  • Automated extensions report

Relevance of ad text and keywords in ad group, original content, page load times, user friendliness, ease of navigation, conformation to site policies, transparency like contact information and privacy policy etc affects the landing page quality.

  • Its Adwords Account Management software. by this you can manage your adwords account.
  • By Google Adwords Editor you can Use bulk editing tools to quickly make multiple changes.
  • Export and import files from one account to another account.
  • View statistics for all campaigns or a subset of campaigns.
  • Copy or move items between ad groups and campaigns.
  • Keep working even when you're offline.

A new feature that google has introduced ad format called ‘Smart Display. This feature is similar to that of a responsive ad. We enter the ad copies, images, logos, etc. and google assembles it into various types, sizes and shapes based on where the ad appears on the google display network.

You need to create Special Ads for Gmail Campaigns. Which can be found in the Ad gallery. then your ads will start showing up in gmail inboxes.

  • Using certain brand names in the ad.
  • Having more than one site targeted in an ad Group.
  • Too much punctuation.

Google AdWords campaign Rule:

  1. Firstly you need to think and Understand How Your Ads Get Shown
  2. DON'T try to Send All Users to Your Home webpage
  3. Never Rely on Broad match keyword or Generic Keywords
  4. DO Organize Keywords Into Tightly Themed Ad Groups
  5. Think about All Match Type Options
  6. Never overlook Negative Keywords
  7. Don't mashup Your Campaigns try create you own campaign
  8. Use Free Conversion Tracking or always install conversion tracking
  9. Never Bid More Than Your Conversion Rate  example: (Lifetime client value*(1-Desired profit       margin))*Landing page  conversion rate
  10. DO Test Different Ad Versions
  11. DON'T Stick With Under-Performing Keywords
  12. DO Take Advantage of Ad Extensions
  13. Never Forget to Connect AdWords to Your Google Analytics Account
  14. Set ROI Goals etc.

When people search for any particular thing (relevant to your website) in the search engine, your website may or may not appear organically in the search result. But if you take the support of an advertising model, you get the assurance that your website would appear. This online advertising model is popularly known as Pay Per Click (PPC) advertising.

Assuming you are doing a direct response approach (getting conversions for a desired cost), you’ll want to look one primary attributes:

Targeting method cost per conversion (CPA) or ROI

Here is a sample protocol to optimize your Google Display Network Placements:

Periodically (at least once a week), come through your placements. Identify ones that have spent at least 2x your target CPA or ROI. Exclude them. For example, if you want conversions at 10 CPA, you can be safe to assume that if you spend 20 dollars without a conversion, it’s time to turn off that placement. Alternatively, you can get more aggressive, and turn placements off at only 1.5x your target spend. In this case, you would pause everything over 15 dollars without a conversion, or anything that is over 15 CPA.

Pluck out the best placements that give you the best performance (ROI or CPA), and bid specifically on them. The theory is: if you bid more aggressively on placements that perform well, you’ll increase your volume of conversions.

Don’t know how much to bid Use the protocol here: How to Set the Perfect Bid Every Time in AdWords to get your bid modifiers. The math is simple: If your CPA is worse than your target, bid down. If your CPA is better than your target, bid up to increase volume.

Pro-Level: after identifying the best placements, and bidding specifically on them, find other placements similar to those. Create ads that are finely tuned for that particular audience. Even more pro - once you get plenty of data on a site, try to reach out to them specifically to see if you can get a better rate than what you’re getting through GDN. This is known as a private media buy.

  • A lot of time and energy can be saved as you need not create different ad sizes manually.
  • A successful conversion rate can be achieved.
  • Smart display ads help you discover which of your ad copies of images have worked well for your brand.

ROI Stands for Return On Investment.

How much profit you've made from your ads compared to how much you've spent on those ads.

To calculate ROI, Formula is

ROI = Total Revenue / Ad Cost

In Google Adwords, conversion tracking can be done in following ways:

Tracking purchases by involving basic tracking code provided by Adwords and modifying it with additional code unique to your particular e-commerce platform

View-through conversion window options tracks when a person sees your ad but does not click it (impression)

By enabling your ad rotation setting to optimize for clicks, meaning that Adwords will serve the ads it feels are likely to be clicked

By accessing search funnels inside tools and analysis, you can also know when customers clicked on your ad for the first time and how frequently they saw your ad before converting.

When someone performs a search, all of the ads relevant to that search “compete” based on bid price and other factors such as relevant keywords and geographical location. The winning ads are then displayed.

Impression share = impressions / total eligible impressions

Impressions are estimated using various factors including targeting settings, approval statuses, quality and etc. Impression share data is accessible for campaigns, ad groups, product groups and for various keywords.

It is a good way to elaborate on whether the ads will reach more people if you increase your bid or budget, basically is it viable or not.

There are 6 type of Keywords matching in Adwords which are:

  • Broad match
  • Broad match modifier
  • Phrase match
  • Exact match
  • Negative match

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.

Remarketing campaigns are used to show ads to people who have visited your website. The remarketing ads can be delivered in text or image display formats. The ads are managed in Google AdWords and are shown on web pages visited by your target audience that accept Google advertising placements.

Ad group contains no of keywords, advertisements, and landing pages. If one prepares AdWord campaigns that are properly structured then Google also rewards those advertisers. It is advisable to organize keywords into theme for a better structure.

Google AdWords supports something called "negative keywords." This means that within Ad Groups, you can designate not only the terms you want to bid on, but also the variations of terms you don't want included in the basket of clicks that you'll pay for.

It’s percentage of times your word or phrase present on a web page.

Google Ad API is designed for representing large, tech savvy advertisers and third parties. It allows developers build an application that directly interacts with Google Adwords server.

Google keyword planner tool, WordStream’s Niche Finder, WordTracker and Search Query Reports.

There are six types of campaigns in adwords:

  1. Search Network with Display Select
  2. Search Network only
  3. Display Network only
  4. Shopping
  5. Video
  6. Universal app campaign.

Ad Rank is the underlying concept which decides which Ad will show on which position.

Ad Rank = Your CPC bid * (Quality Score[80% weight] + Ad Extensions[20% weight])

They would only be shown on the Google Display Network (GDN).

Frequency capping limits the number of times your ad is shown in the Google Display network in a given time period (day, week, or month).

1024 characters is the maximum length of a destination URL.

Adwords is Googles Online Advertising Platform that can help you drive interested people to your website. Through AdWords, we can create ads in the search engine and decide when to display those ads. It allows us to take advantage of millions of keyword what user search for and choose the relevant keyword to your business and create Advertisement.

Adword directly works under a bidding concept. Its purely based on price of a particular ad, More the price, higher the ranking of the ad. Also, these AdWords work on ‘pay per click’ which means you only pay the amount you have quoted, only if somebody clicks on your ad.

The Automated bidding strategies are as follows:

@Maximize Clicks:

Automatically set bid to help to get as many clicks as your budget.

@Target Search Page Location:

Automatically set your bid to help increase the chances that your ad appear at the top the page or on the 1st page of search results.

@Target Out Ranking Share:

You choose a domain you want to outrank and how often you want to outraken.

@Target CPA:

Automatically set bids to help to get as many conversions as possible at the target CPA you set.Some conversations may cost more or less than your target CPA.

@Enhance CPC:

Automatically adjust manual bids to try to maximize conversions.

API stands for Application program interface. Google Ad API is designed for representing large, tech-savvy advertisers and third parties.

It allows developers compile an application that directly interacts with Google Adwords server.

Dynamic Search Ad campaigns target relevant Google searches by scanning the text of your existing website and serving up ads on Google when a query matches your site.

Dynamic Search Ads help you to run the Adwords account if you have millions of pages of content.

For Example: Suppose you are running an eCommerce site where you have millions of products and each of them have separate landing pages. It is nearly impossible to add all possible keywords to your account.

Quality score is a very important aspect of Adwords. It determines your CPC and position.

It is scaled from 1–1@The higher your QS gets the lower you pay per click and the higher position you get on Google.

Quality Score = Keyword's CTR + Ad Text Relevance + Keyword Relevance + Landing Page Relevance

CTR stands for Click Through Rate. It is a metric that measures the number of clicks advertisers receive on their ads per their number of impressions.

CTR =  No.of Clicks / No.of Impressions.

Dynamic keyword insertion(DKI) lets you automatically update your ads with the keywords in your ad group that caused your ads to show. This can help make your ads more relevant to users searching for what you offer.

By Using Demographic Targeting, Easily we can reach a specific set of potential customers who are likely to be within a particular age range, gender, parental status, or household income.

Demographic targeting for Search, Display or Video campaigns can include:













Demographic targeting for Display or Video campaigns can include:

Parental status:


Not a Parent


Demographic targeting for Video campaigns can include:

Household income (currently available in the U.S., Japan, Australia, and New Zealand only):

Top 10% 





Lower 50%


Campaign and ad group limits:

Though it is very unlikely that you will reach the limit of your AdWords account in any way. Just for future reference, below are the limits that google puts when it comes to AdWords

10,000 campaigns (includes active and paused campaigns)

20,000 ad groups per campaign

20,000 ad group targeting items per ad group (such as keywords, placements, and audience lists)

Ad limits:

300 image/gallery ads

50 text and non-image/gallery ads per ad group

4 million active or paused ads per account

Negative keyword limits:

20 shared negative keyword lists per account

5,000 keywords per negative keyword list

10,000 negative keywords per campaign

It will limit the number of times an ad appears to the same unique user on the Display Network.