ppc questions

 1. What do you understand by AdWords?

Ans. Google AdWords is Google's online advertising program. Through AdWords, you can create online ads to reach people exactly when they're interested in the products and services that you offer.
  • AdWords accounts are managed online, so you can create and change your ad campaign at any time, including your ad text, settings, and budget.
  • Google AdWords is a product that you can use to promote your business, help sell products or services, raise awareness, and increase traffic to your website.
Google AdWords works on the basis of a bidding system. For instance, if the bidding price is higher, your ad will appear on top of the Google page. Working on the ‘pay per click’ model, you only pay the amount you have bid if someone taps on your ad that appears on Google SERPs.

The traffic that comes via Google AdWords or ‘Pay per Click’ is dealt with differently. The organic traffic often visits the website for information, whereas the traffic through PPC ads knows what they are clicking on and what they want to buy. Therefore, few visitors coming via AdWords might be more valuable than the organic traffic.

2. Limits of Adwords Campagin Account.

Ans: AdWords account can contain as many as 10,000 campaigns (includes active and paused campaigns) per account, 20,000 ad groups per campaign, and 50 text ads per ad group. There is no limit of account under MCC account but you can not link share access of this mcc account more than 5 account manager.

See more: https://support.google.com/adwords/answer/6372658?hl=en

3. What is the meaning of Ad Rank and how to determine ad rank?

Ans. Ad Rank decides the ad position on the Google page. This is determined by your bid for that quality score and keyword.

Ad Rank = max CPC bid * Quality Score

How to Improve Ad Rank

Work on your Ad Relevance
Work on Improving your Website
Check search term
improve Quality score
Use the Keyword Tool

Lower CPC and better Google Ad positioning: the key is in the Quality Score

How ad position is determined

1. Your bid - When you set your bid, you're telling AdWords the maximum amount you're willing to pay for a click on your ad. How much you actually end up paying is often less, and you can change your bid at any time.

2. The quality of your ads and landing page - AdWords also looks at how relevant and useful your ad and the website it links to are to the person who'll see it. Our assessment of the quality of your ad is summarized in your Quality Score, which you can monitor—and work to improve—in your AdWords account.

3. The Ad Rank thresholds - The minimum bid necessary for your ad to show in a particular position. To help maintain a high-quality ad experience, every ad must meet the relevant quality thresholds to be eligible to show.

Ad Rank is determined by a combination of factors, including your bid, auction-time ad quality, the Ad Rank thresholds, the context of the search, and the impact of ad extensions.

Ad Rank thresholds are determined by your ad quality and are adjusted based on various factors, including ad position, the topic and nature of the search, and user signals and attributes such as location and device type. Ad Rank thresholds help ensure that the right consideration is given to ad quality as well as an advertiser’s bid and value.

4. The context of the person’s search - With the ad auction, context matters. When calculating Ad Rank, we look at the search terms the person has entered, the person’s location at the time of the search, the type of device they’re using (e.g., mobile or desktop), the time of the search, the nature of the search terms, other ads and search results that show on the page, and other user signals and attributes.

5. The expected impact from your ad extensions and other ad formats - When you create your ad, you have the option to add additional information to your ad, such as a phone number, or more links to specific pages on your site. These are called ad extensions. AdWords estimates how extensions and other ad formats you use will impact your ad's performance.

How Ad Rank affects your CPC

Lower CPC and better Google Ad positioning: the key is in the Quality Score

What is the possible impact of Ad Rank on Cost per Click

Ad rank defines the actual cost per click that your opponents pay when someone clicks on their ads. The CPC can be calculated as Price by you = The ad rank of the person below you / your quality score + $0.01.

4. What is Quality Score in Google AdWords? 

Ans: Google’s quality score determines the value and relevancy of your ad to the user on the basis of keyword relevancy, quality of your landing, and your ad’s CTR.  Higher quality score keywords will save your money and get better ad ranking.  Quality Score is reported on a 1-10 scale

Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices(CPC) and better ad positions.

Factors of Quality Score:

AdWords Quality Score depends on several factors, among them:
  • The relevance of your ad to the keyword
  • The relevance of your ad to your landing page
  • The click-through rate (CTR)of your ad
  • Relevance of the ad text
  • Relevance of keywords to their associated ad groups
  • The historical performance of your account
How To Improve Quality Score or How Do You Increase Your Quality Score

Keyword Research
Keyword Organization
Refining Ad Text
Optimizing Landing Pages
Adding Negative Keywords

5. What to Do When Your AdWords CPCs Are Too High?

Ans. Here are some points that helps in manage CPC:

Focus on Improving Quality Scores
Ad Relevancy
Check ad and landing page
Find Alternative Keywords to Target
Started with a display campaign or AdWords retargeting campaign
Revisit Your Conversion Flow
Use Different Match Types
Negative Keywords
Lower Bids

6.  Guide To Google AdWords Campaign Management.

Ans. Once a Google AdWords campaign is live, then there will be 3 core areas that must be continually monitored and improved.

      1. Ad Targeting
      2. Ad Copy
      3. Landing Pages

Ingredient 1. Optimize Your Ad Targeting

a. Keywords

Keyword Optimization: Assuming you launched your ads with keywords your ideal customer is likely to search,

Using negative keywords: delete keyword phrases that are irrelevant or are generating clicks, but not conversions by using negative keywords.

Check Search terms report: Sort by conversions and review the search phrases to find new keyword opportunities to add to your existing ad groups (if they are relevant) or create new ad groups for these keywords.

Replanting Keywords: Replanting is the process of moving your best performing keywords from a campaign that contains lower performing and unproven keywords, to a completely separate campaign that contains only high performing keywords.

Higher Quality Scores : poor performing, low Quality Score keywords will drag down the Quality Scores of other keywords in the same campaign. Plus, when you isolate your top performing keywords and optimize your ads and landing pages for them, then you’ll further improve your Quality Scores.

Bid Optimization: The main objective of bid optimization is to determine the keyword level bids that will result in the most profitable conversions for each keyword.

c.Campaign targeting

Device Targeting: Ad per formance will likely vary substantially depending on which device the prospective customer is using.
Geographic Targeting: To review your campaign performance by geographic location
Time Targeting (Dayparting):it’s important to review how your campaign is performing by time of day and day of week.

Ingredient 2. Optimize Your Ad Copy

Organized into ad groups so that the ad copy matches all the keywords in the ad group

Here are the 5 ad components you need to focus on:
Offer- Free Sample,Special Discount, Strong Guarantee, Free Gift With Purchase, Free Information
Headline: make sure your headline is 100% relevant.

Description Lines: our description lines need to explain your offer and encourage clicking
Display URL: The webpage address that appears with your ad, typically shown in green text.
Ad Extensions: Google recently started including ad extensions as part of your Quality Score, which makes them even more important for the success of your campaign.

Ingredient 3. Optimize Your Landing Page

you have optimized your ad targeting and your ad copy to get prospective customers to your site with cost-effective clicks. But all that work will be nothing if your landing page is not set up and optimized to convert this traffic into leads and sales. Your website homepage should not be used as your landing page.

Here is a checklist you can use to evaluate each key area of your landing pages:

The Headline:A compelling headline should be positioned at the top of the page.
Benefit-Focused Content – The copy on the page should highlight the benefits of your product or service.
Your Unique Selling Proposition :Your USP explains what makes your product/service better than what your competitors are offering.
Your Offer:our landing page should expand on the offer promised in your ad copy.
Call to action – Make buying simple for customers with explicit directions and easy to find buttons to take the next step in the sales funnel.

Headline 1: Include your Keyword
Headline 2: Features and Benefits
Description: Features and Benefits + CTA
Display URL: Include your keywords

7. Common Google AdWords Mistakes.

Ans. By avoiding these mistakes and following way to a highly successful AdWords campaign:

Mistake 1: Not Grouping Keywords Correctly
Mistake 2: Not using Single Keyword Ad Groups
Mistake 3: Not Using the Right Keyword Matches
Mistake 4: Not Using Negative Keywords
Mistake 5: Not tracking your conversions properly
Mistake 7: Not Bidding on Your Own Brand
Mistake 8: Not Knowing the Lifetime Value (LTV) of Customers
Mistake 9: Not Testing the Optimal Ad Position
Mistake10: Not Knowing Who You’re Competing Against
Mistake11: Sending people to the wrong landing page
Mistake12: Not Using Search Terms
Mistake13:Ignoring Ad Extensions

See more: https://neilpatel.com/blog/6-mistakes-avoid-creating-next-google-adwords-campaign/

8. How to Measure Success on Google AdWords?

Ans. Most smart AdWords advertisers are concerned about two things:

Increasing the conversion rate
Reducing the cost per conversion

Quality score on Adwords of at least an 8/10

  • Analyze Reports
  • Reach and Frequency
  • Track Quality Score
  • Ad Performance
  • Keyword Performance
  • Measure Click through Rate
  • Cost Per Click
  • Cost Per Conversion
  • Track Conversions and Google Analytics
  • Determine Conversion Rate
  • Measure ROI
  • Call tracking

8. How to Analyzing AdWords Performance.

Ans. Understanding The Tables
Analyzing Keyword Performance
Analyzing Ad Performance
Analyzing Campaign Performance
Analyzing Performance Tracker

9. Explain the working of Google auction.

Ans: An auction runs billion of times each month and the results are such that users find ads that are relevant to what they are looking for. Google processes the request and runs the auction that determines the ad position and CPC of each advertiser.

10.What is the role of conversion optimizer (Target CPA in AdWords?

Ans: Conversion optimizer is a tool used by Google AdWords for bid manipulation and decides which clicks on the ad will be valuable. This helps you to return maximum on your investment.
Conversion Optimizer works best for advertisers whose goals are mostly conversion and direct-response oriented. Advertisers also need to have already installed Conversion Tracking for Conversion Optimizer to work. We recommend that you have at least 15 conversions in the past 30 days. For Cost per acquisition or cost per sale follow regular conversion. Here the advertiser pays only if a purchase is made.

 11.How can you improve conversion rates?

Ans: 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.

12. What do you understand by Google Ad API? What are the uses of Google Ad API?

Ans:  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.

With Google Ad API, you can build an application that can do following things
  •     You can automatically generate keywords, ad text, custom reports and landing pages
  •     Develop additional applications and tools to help you manage accounts
  •     Synchronize Adwords data with your inventory system to manage campaigns based on stock

13. Other than CPC, what are the other two options for bidding?

The two options for bidding are:

    CPM – Cost per Thousand
    CPA – Cost per Action

14. How can you optimize your CPC-based campaign?

Ans: Focus on a high CTR, ad rank, and Quality Score.

15.Which bidding model allows advertisers to pay by the conversion?

Ans: Cost per acquisition (CPA)

16. What is the best bidding model to increase reach and visibility?

Ans: Cost per thousand impressions (CPM)

17. What Are The Google AdWords Match Types?

Ans: When bidding on a keyword in your PPC campaigns, you need to choose a keyword match type, which tells Google how aggressively or restrictively you want it to match your advertisements to keyword searches. There are four different keyword match types to choose from when advertising with Google AdWords.

a.Broad match
b.Broad match modifier
c.Phrase match
d.Exact match
e. Negative match

18. what is negative keyword?
Ans. Negative keywords let you exclude search terms from your campaigns and help you focus on only the keywords that matter to your customers. Better targeting can put your ad in front of interested users and increase your return on investment (ROI).

19. When to Use the Google Search Network and Google Display Network?

Ans. You should be running a Search Network campaign if:

You’re working with a limited budget: In general, when clients are restricted to a small budget, we recommend starting with the Search Network. This format is more likely to drive direct conversions, making it easier to measure and justify your PPC efforts. Once you’ve mastered Search, it may be advisable to expand to the Display Network, which can boost visibility, leading to an uptick in search volume for your business.

You sell an “emergency” product: If your product or service offering is something that users look for on a when-needed basis (plumbers, locksmiths, electricians, etc.), you should be advertising on the Search Network. For these industries, it is imperative that your ad appears when the searcher is in need of your services.

You should be running a Display Network campaign if:

You want to familiarize people with your brand: Many advertisers leverage the Display Network to promote brand awareness. AdWords provides a variety of targeting options, ranging from managed placements (specific sites selected by the advertiser) to website groupings based on audience characteristics and more. By appearing on reputable sites that are popular amongst your target audience, you can quickly familiarize these people with your brand.

You have a lengthy sales process: If you sell a product or service that consumers are not likely to purchase immediately, you need to ensure that your brand stays top-of-mind for prospects as they consider making a purchase. To do this, we recommend utilizing remarketing, through the GDN. This strategy allows you to show ads to anyone who has visited your site in the past, encouraging them to return and convert.

You have a luxury  product: Since the GDN allows advertisers to display image ads, it is ideal for advertisers who sell luxury products whose ads are enticing to the eye.  It’s helpful to have an appealing product to promote.

You have compelling video collateral: YouTube attracts traffic (upwards of 1 billion views per day), meaning the advertising potential is huge. Plus, given the popularity of YouTube advertising, Google has made it increasingly easy for advertisers to establish video campaigns .  This can be an incredibly powerful way to connect with your target audience. People are more likely to engage with video content than text or image ads and, with Google’s TrueView option, you only pay for users who a have true interest in your video .

21. What’s The Difference Between Click Fraud and Invalid Clicks?

AnsClick Fraud is when someone, a bot or a competitor maliciously clicks on your ads in an attempt to inflate your advertising spend. This is fraudulent behaviour and can be as simple as clicking on your ads themselves a few times from their desktop and mobile device.

The first thing you need to do is find the list of IP addresses who are visiting your website. Since Google’s analytics software doesn’t display users IP addresses due to privacy reasons, you’ll have to find these yourself. The most common way to do this is by finding your server’s logs.

Invalid Clicks are clicks that are detected in Google AdWords as being irregular, inflated or impressions that are suspected by Google as not being genuine.

22. Most Powerful Tools to Analyze Your AdWords Competition.

Ans: Auction Insights via AdWords Campaign
         Spyfu - https://www.spyfu.com/
         iSpionage - http://www.ispionage.com/ 
         KeywordSpy - http://www.keywordspy.com/
         BuzzSumo - http://buzzsumo.com/
         Keyword Planner - https://adwords.google.com/intl/en_in/home/tools/keyword-planner/

Will Help You do Keyword, Ad Copy and Profit Analysis.

Ans: View ad formats, copy, and landing pages your competitors are using
Competitor Analysis
Keyword Competition
Get some alternative keyword ideas

23. What is the difference between remarketing and retargeting?

Ans.  RetargetingRetargeting is the general term that refers to online search and display ads that target users based on cookies. I often refer to this medium as ad stalking. Advertisers cookie users based on a visit or action and then serve ads to them as they browse the internet via display placements or search via paid search ads.

RemarketingRemarketing has historically been a general term that refers to collecting user information and using it to market or remarket to them later. This has most often been done using direct mail or email. Google has borrowed this term for their version of retargeting campaigns that are run directly inside the AdWords platform.

24. How To Track Google adword campaign in google analytics?

25. How to check ROI in Analytics?

26. How to Filtering by Device?

Ans. The “Campaigns” tab then click the “Segment” button located above the statistics table.

27. How to Lower Your CPA in AdWords?

Ans. Improving your conversion rate will lower your CPA.

28.What is Tracking Template in adwords?

Ans. The tracking template is where you put tracking information. You can use URL parameters to customize your final URL. When an ad is clicked, the information is used to create your landing page URL.

A tracking template at the ad group, campaign, or account level applies to all of the ads in the corresponding ad group, campaign, or account.
If you define multiple tracking templates at different levels, the most specific template is used.
The keyword tracking template is the most specific followed by the ad, ad group, campaign, then account.

You can view which tracking template is applied in the Tracking template source column.


29.How to set up Dynamic tracking URLs for Dynamic Search Ads?

30. How to set up Dynamic tracking URLs for Shopping campaigns?


31. How to set up remarketing tracking in adwords.


32. How to set up dynamic remarketing tracking in adwords

33. How to set up Set up parallel tracking?

Ans. Parallel tracking sends customers directly from your ad to your final URL while tracking happens in the background. This helps reduce lost visits which can happen if a customer clicks on your ad but never sees your landing page because they navigate away.
With parallel tracking, customers are delivered directly to your landing page while tracking happens in the background.
Here’s what parallel tracking looks like:

    Customer clicks your ad
    Customer sees your landing page

At the same time, in the background:

AdWords click tracker loads
    Tracking URL loads
    Possible redirects load

The ability to opt-in to parallel tracking will be available in the new AdWords experience in early 2018. 
Set up parallel tracking

    Sign in to your AdWords account.
    In the navigation menu, click All campaigns.
    In the page menu, click Settings.
    Click Account Settings.
    Click Tracking.
    Click the switch next to “Parallel tracking” to turn it on.

34. How to Reporting in adwords

Ans. Search Term Report
Auction Insight Report
Campaign Performance Report
Ad group performance
Keyword Performance Report
Ad Performance
URL Performance
Demographic Performance
Geographic Performance
Conversions Performance Report

Sign in to your AdWords account.

Click the Reports tab at the top of your account.
Click the +Report drop-down menu at upper left. Choose Table, Line chart, Bar chart, Pie chart, or Scatter chart.

Drag tiles onto the canvas and drop them in one of the blue highlighted areas. The shelf is automatically updated, and your data is displayed on the canvas.
Now that your report has been created, you can start refining your analysis.

35. How to Add Google Analytics data to AdWords reports?

Ans. Under “Select metrics,” click Google Analytics.

36. Qualifying For CPA Bidding

Ans. There are three requirements your campaign must meet:
  • Conversion tracking must be enabled.
  • The campaign must have received 15 conversions in the last 30 days.
  • The campaign must have received conversions at a similar rate for at least a few days.
If you are not eligible for CPA bidding you will see the following message below t
he focus on conversion bidding option:

The Include in "Conversions" setting lets you decide whether or not to include individual conversion actions in your "Conversions" reporting column. The data in this column is used by bid strategies like target CPA, target ROAS, and ECPC, so your bid strategy will only optimize based on the conversions that you've chosen to include.

Choose bid strategy target CPA or target ROAS or manual CPC
To identity target CPA select date range when target  CPA bid strategy opt and till date.
To identity target ROAS select date range when target ROAS  bid strategy opt till date.

37. Calculating your REAL ROI for AdWords


How Google Analytics Calculates ROI

An example Google Analytics AdWords ROI report is shown in Figure 1. The ROI column is calculated as follows and expressed as a percentage (historically ROIs are expressed as a percentage though for clarity the calculation omits this):

ROI = (revenue – cost) / cost

This means if your ROI is reported as 500%, you are receiving a $5 return for every $1 spent on AdWords. Assuming your revenue is $600 from $100 spent, the calculation is simple:
ROI = (600 – 100) / 100
ROI = 500%
A negative ROI means you are spending more than you are making. For example, ROI = (50 – 100)/100 = -50%.

Calculating your REAL ROI

Assuming the same revenue and cost figures as for the first example, if your profit margin is 0.4, your REAL ROI is calculated as follows:

REAL ROI = (revenue × margin – cost) / cost
REAL ROI = (600 × 0.4 – 100) / 100
REAL ROI = 140%

Simple right! This means you can afford to spend up to 140% more money (2.4 times as much) in AdWords without producing a negative ROI. That’s good news, though a very different figure from the 500% that would be shown in your Google Analytics reports by default.

Note that when a keyword does not generate any revenue (zero revenue), its ROI and REAL ROI values always calculate as -100%.

To know more about the digital marketing campaign, Read here.

Post a Comment

Previous Post Next Post