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Top 78 Google AdWords Interview Questions & Answers: Ultimate Guide 2024

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24th Jan, 2024
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Top 78 Google AdWords Interview Questions & Answers: Ultimate Guide 2024

Attending a Google AdWords interview and wondering what are all the questions and discussions you will go through? Before attending a Google AdWords interview, it’s better to have an idea about the types of Google AdWords interview questions will be asked so that you can mentally prepare answers for them. Check out our digital marketing free courses to get an edge over the competition.

To help you out, I have created the top Google AdWords interview question and answers guide to understand the depth and real-intend of Google AdWords interview questions. Let’s get started.

Why Is Google AdWords So Important For Every Business?

Before delving into the different Google ads questions listed below, let’s understand a few of the benefits you can derive from implementing Google AdWords into your business. 

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  • Works more efficiently than SEO

The first and foremost reason behind the huge popularity of Google AdWords is that it actually works much faster than SEO. With the help of Google AdWords, you can handle multiple keywords at the same time and turn your campaign on or off, and the ads that appear at the top of your page are the ones that get the maximum visibility. 

  • Increase your brand awareness

The second most important benefit that you can derive from including Google AdWords is increasing your brand awareness. Apart from increasing your traffic and boosting clicks and conversions, Google AdWords also play quite an important role in telling people about your brand. 

  • Connect with your customers through their Gmail Inbox

Needless to say, email marketing is one of the most widely used marketing strategies by most businesses. But did you know that Google AdWords also play a very important role in email marketing? But how so? Well, in 2015, Google integrated its native Gmail ads with Google Adwords and made them available to all advertisers. This means that you can now reach out to more potential customers through their Gmail inbox. 

  • Reconnect with your visitors

Yet another great advantage of using Google Adwords is that you can now actually reconnect with your website visitors. Your website can have many window shoppers throughout the day. These are essentially the people who have visited your page but have not taken any action or made any purchases. With the help of Display Remarketing and RSLA campaigns, you can now reconnect with them again. 

  • Keep consistent track of your performance

With the help of Google Adwords, you can actually get to know the  direct outcomes of your campaign. It includes the number of people who clicked on your ad, the number of leads you have generated, the amount of traffic you have received to your website, and understanding which keywords generated the most lead and traffic.

  • Get an upper hand in the competitive market

Last but not least, Google Adwords help you to understand the different marketing strategies followed by your competitor brands. This can help you know how you can make your brand stand out from the rest. 

 With that said, here are some of the most frequently asked AdWords questions that you will definitely encounter in any Google AdWords interview. 

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Google AdWords Interview Questions & Answers 2022-23:

Let’s segregate the article into three sections:

  1. Basic Level Google AdWords Interview Questions & Answers
  2. Intermediate Level Google AdWords Interview Questions & Answers
  3. Expert Level Google AdWords Interview Questions & Answers

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Basic Level Google AdWords Interview Questions & Answers

1. What is AdWords? 

This is almost always the first Google AdWords interview question you will face. Google AdWords is a Google advertising service which allows businesses get featured in Google search engine and Google Display Network. Google’s search engine and it’s partner sites display online advertisements based on multiple factors such as keywords, interests, topics, demographics, etc.

adwords interview questions and answers 1

It allows the advertiser to set a monthly budget and pay when people click on their advertisements. Google has created a platform to help businesses reach their customers instantly.

In the Google AdWords platform, Google utilizes bidding process to decide the ad position. Users create the type of campaigns depends upon the requirement of the business.

2. What is PPC Marketing?

PPC stands for Pay Per Click, a widely popular model in which advertisers pay when each time any of their ads is clicked. PPC is so popular because it helps businesses to bring users instantly unlike organic where you need weeks if not months to set up and drive visitors to your website.

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3. Explain how AdWords work?

Google AdWords uses the bidding system to rank the listings. The system determines the ad position based on the Maximum bid & Quality Score of the ad. Higher the maximum bid and Quality score, better are the chances of being on top of the page. The best-combined maximum bid and the quality score get the top position.

The actual CPC will be finalized by the ad rank of your next highest ad divided by Quality score. Once a query is requested, Google processes the request and execute the action which determines the ad positions. Advertisers need to pay only when user click their ad. So, optimizing the Quality score is vital to improve your ad rank without increasing the maximum bid.

4. Why use Google AdWords?

One of the advantages of Google AdWords over social media marketing platforms is the intent of users. As it’s a part of inbound marketing, users who are in need of a product or service click the ads and visit the website thus the conversion rate should be much higher than the social media marketing visitors. Read more about social media marketing interview questions.

The advantage of Google AdWords over organic marketing is, the number of visitors it brings in a short span of time. If a business need to quickly advertise their products/services, Google AdWords can be the best marketing platform to increase conversion. It helps you target the right customers at the right time.

Apart from the above reasons, Google AdWords is measurable, scalable, and they are taking over the SERPs and it can assist other marketing channels in conversion.

5. What is Ad Rank?

One of the important questions suggested by most of Google AdWords questions and answer guides. Ad Rank is the position of an ad on Google page and determined by the bid amount, ad quality, ad thresholds, the competition, the context of the user’s search and the expected impact of extensions and other ad formats.

A good ad rank makes sure the ad gets more visibility than the others. Ad rank is recalculated every time the ad is eligible to appear, so the ad position can fluctuate every time depending on the above factors.

6. Explain what is Google Quality Score?

One of the most common Google AdWords interview question, Google AdWords’s Quality Score is a rating given based on multiple factors like relevancy of keywords used, Click through rate, landing page quality and relevance, ad text relevants and the historical performance of the ads account performance.

Google AdWords gives Quality score to each keyword on a scale of 1 to 10 and includes expected CTR, ad relevance and landing page experience. Basically, it’s a measurement of how relevant your ad to the user’s intent. Better the quality score, ad rank will get improved without spending more.

With the help of 1-10 score, Google conveys advertisers how well they have chosen their keywords, writing ads, and designed lading pages.

7. What is the formula to find CTR (Click Through Rate)? Does CTR help in improving the quality score? 

CTR also know as click-through rate is a unit to measure the click rate of your ad. It is calculated by the simple formula: clicks/impressions*100. It is one of the important factor in determining the Quality Score of the ad. So, making an effort to increase the CTR decreases the overall spend. It also indicates the success of your ad descriptions and headings in terms of relevancy and eye-catchy. Each of the keywords and ad have their own CTRs.

adwords interview questions - ctr calculationImage Source

A high average CTR, when combined with other KPIs can lead to the success of the campaign. It also has the ability to affect the future campaign performance. The average CTR in Google AdWords is 2% so anything more than 2% is considered above average.

8. What is the difference between CPM, CPC and CPV bidding?

One of the most popular in Google AdWords questions and answers list.

CPM : Cost Per Thousand is the amount you pay per thousand impressions that you receive, regardless of the number of clicks you receive.

CPC : Cost Per Click is the amount you pay for each click.

CPV: is when advertisers pay for each unique user view of an advertisement or website.

It is used more on video marketing such as YouTube campaigns.

9. What is the character limit of a destination URL?

1024 characters are the destination URL’s character limit.

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10. What is ad rotation? 

Ad rotation is a campaign setting in Google AdWords that automatically rotates your Google adwords ad within the ad group. You have the option to request Google how it would rotate the ad, such as, based on the best performing ads or rotating evenly.

How to do?

  • Set ad rotation for your campaign
  • Sign in to your Google Ads account.
  • Click All Campaigns in the navigation panel.
  • Click the campaign you’d like to change.
  • Click Settings in the page menu.
  • Click Additional settings.
  • Chose Ad rotation.
  • Choose an ad rotation method: Optimize or Rotate indefinitely.
  • Click Save.

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11. What is the difference between clicks and impression?

One of the very common Google AdWords interview question you should be prepared for. Impression is the number of times targeted users view your Google AdWords ad, whether it is a banner, text link or button. This shows what is the reach of your ad.

Click is the number of times your targeted users clicked on your ad and taken to your website. This shows how many users actually used your ad to visit your website.

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12. How many characters are allowed in AdWords ads?

Headline 1: 30 characters

Headline 2: 30 characters

Headline 3: 30 characters

Description 1: 90 characters

Description 2: 90 characters

Path (2): 15 characters each

adwords interview question answers - character limit

Google AdWords recently made the following changes:

  • Added a third headline
  • 90 characters for each description instead of 80
  • Added a second description

13. What is automated bidding strategy?

One of the most common question in any Google AdWords interview question and answers guide. Automated bidding is a Google AdWords big strategy that sets bids for your Google AdWords ads automatically based on how likely the impression will turn into a fruitful click or even conversion.

It helps businesses to maximize the profit for their campaigns. Google AdWords automated bidding takes multiple factors into counting like user’s device, time of the day, location, demographics and more.

With automated bids, advertisers don’t need to worry about updating the bids of keywords or ad groups. Google AdWords set a bid for each and every auction based on the above factors and decide if the ad should be visible or not.

14. What is Phrase Match?

Phrase match is one of four keyword matching options in Google AdWords which allows your ad to be visible to your targeted audience when they type your exact keywords and close variations of your keyword with additional words before or after your keyword.

For example: if your keyword is “buy shoes”, your ad will be visible to people who types “buy shoes”, “buy shoes online”, “need to buy shoes”.

Phrase match is very essential because at times, Broad match or expanded broad match shows your ad to a very wide range of audiences you wouldn’t want to show them to. On the other side, the exact match narrows the impression to people who types the exact keywords without any variations or prefixes or suffixes.

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15. What are all the basic practices every new adwords advertiser should always remember?

Every landing page we make should have proper CTA such as lead form, purchase option, or whatever the business want to achieve with the campaign.

Make different ad groups based on keywords and set themes for each adgroups.

Don’t put a huge amount of budget for a short period of time in the beginning.

Continuously work on improving the Quality score thus decreasing the spend of overall budget.

Choose your keywords and negative keywords carefully and regularly monitor the performances with search terms report.

Write search ad with crisp CTA text and clear headline.

16. What is frequency capping in AdWords?

Frequency capping allows the advertiser to limit how many times an ad is visible to an individual.

We can set this frequency cap at the ad, ad group and campaign level. Advertiser can also segment them by month, week or day.

17. Explain Google Click-to-Call.

It helps primarily the local businesses who doesn’t have/need a website. By setting up Google click to call campaign, they can leave a phone number to which users can call by simply clicking their advertisement on Google SERP.

adwords questions and answers call to click

18. What is IP Address exclusion in Google AdWords

Again, one of the important Google AdWords interview question. The simple answer is: There are multiple reasons you would like to exclude IP addresses. For example, you can exclude IP addresses of your own office so your impressions won’t be wasted.

With this feature, you can exclude up to 500 IP addresses per campaign.

How to do:

  • In the page menu on the left, click settings
  • Find the campaign
  • Click to expand the IP exclusions section
  • Type the IP addresses you would like to exclude from.

19. What is the use of search term report in Google AdWords?

Search term report shows the list of queries that are getting visitors to your website. With the help of search term reports, you can find new negative keywords and find which keywords are more effective than the others. It helps advertisers to find potential keywords for the campaigns. Keyword list and search term lists are totally different.

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20. How can you automatically include the user’s query into the ad copy?

With the help of Dynamic keyword insertion, we can user’s query into ad copy automatically included.

21. Difference between automatic and managed placements?

Manual placements give the option the choose the specific websites, location, video, apps in which you can show your Google AdWords ad.

Automatic placements is another placement method which automatically shows your ads and you won’t have the option to choose.

22. What are the first steps you should take if your ads get disapproved for any reason?

If your ad gets disapproved, Google will send you a notification mail mentioning that your ad has been disapproved. Then, based on the input Google AdWords gave, you can find out the reason for the disapproval. Then, based on your finding, you can work on fixing the issue. At the time, you may need to make the changes in your text copy and other times, you may need to make changes in both ad copy as well as the website.

23. What are keywords in Google AdWords?

Any Google AdWords Interview Question and Answers guide won’t complete without this question. Keywords are the phrases or words that advertisers use to drive visits to their websites by bid on them on Google AdWords. With the help of Google Keyword Planner, we can find the relevant and high-quality keywords for our campaigns.

Keywords are phrases or words advertisers use to show your ads to the targeted audience. Keywords should be united based on themes and categorize under various ad groups. Keywords are the foundation of the Google AdWords campaigns. All of your efforts will go waste if you don’t select the right keywords.

24. How can you use negative keywords?

With the help of negative keywords, we can avoid being shown on certain words or phrases. For example, by adding words like “free”, you are conveying Google that your ads should not be visible on searches including the word free. We can use search terms report to find new negative keywords for your campaigns.

25. What is ad groups in Google AdWords?

Ad Group in Google AdWords is like a big container where you keep all your keywords, text copies and landing pages. Google recommends advertisers to make adgroups with tightly themed keywords. So, it is better to create multiple adgroups based on your keywords.

Google check out your ad group organization to find multiple things like what kind of message your ad will convey when it gets triggered, list of keywords your ads will show, etc.

26. How to track conversion in Google AdWords?

Following are the methods we can use to track conversions in Google AdWords?

  • Google AdWords provide tracking code for you to implement on the website and you can modify it with additional code that’s specific to your platform.
  • The view-through conversion window option monitors when a user sees the ad but doesn’t go for the click.
  • Under tools and analysis option, you can find search funnels which helps you understand when users click on your ad for the first time and how many he/she was shown the ad before clicking it.
  • If you want to track the phone calls, with the help of call extension, call reporting enabled settings, it is very much possible.
  • To track the number of people who installs the app, we can use the Firebase.

27. How to improve ad position?

Following are the methods we can implement to improve ad position:

  • Increase the quality score
  • Increase the bid
  • Focus on relevant ad extensions
  • Better landing pages
  • Make sure the relevance level of keywords, landing pages and ad copies are good
  • Different landing pages for different ads

Also Read: Must Read SEO Interview Questions & Answers

28. Maximum number of campaigns and ad groups you can make in Google AdWords?

Number of campaigns you can have: 10,000

Number of ad groups per campaign: 20,000

29. What is a converted click?

Google AdWords stopped tracking converted clicks. Converted clicks are clicks that bring conversions.

30. Why did you choose to be Google AdWords/PPC specialist?

PPC is a relatively new and growing profession with a huge scope. The work will have measurable results. The work is so flexible that I can work from anywhere anytime. In the future, I will work along with Artificial Intelligence and not going to be replaced by one thus making it safe. My future value will only increase from here.

Intermediate Level Google AdWords Interview Questions & Answers

31. What are Google Ad Extensions?

Ad Extension is the additional information you find with the AdWords ads, like phone number, site links, address, reviews, etc. It improves the CTR of the ad by several percentage points and the visibility. It provides advertisers to give more information apart from the ad headings and descriptions.

Google doesn’t charge extra to show ad extensions but we can’t be sure our ad extension will be visible all the time. Google decides which extensions to show in response to each search on Google. Extension will be shown when the extension is predicted to increase the CTR and if your ad position is high enough.

It is recommended to use all Ad Extensions so the possibility of an extension showing up on SERP will get increased. Also, they give users different ways to engage with your ads. There are two types of extensions such as automatic and manual extensions.

32. Different types of Ad Extensions?

Some of the common ad extensions are:

  • Sitelinks
  • Call Extensions
  • Location Extensions
  • Social Annotations
  • Seller ratings
  • Mobile app extensions
  • Offer ads
  • Communication Ad
  • Review extension
  • Image and drop down navigation Ad extension
  • Callout Extension
  • Click to Message Extension
  • Price Extension

33. What options cannot be changed after creating an account?

After the creation of the account, currency and time zone cannot be changed. It is recommended to fill in the details very carefully.

34. How to calculate ROAS (Return on Ad Spent)?

Revenue / Cost = ROAS

adwords interview questions answers roas

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We need to divide the revenue of the campaign by the amount that is spent.

ROAS shows how effective our marketing campaign is.

35. What are the targeting options in Google AdWords?

We can divide the overall targeting methods by Audience targeting and content targeting.

In content targeting, we have the following methods:

Keywords: Keyword method is based on keywords. We select the keywords user will type to find your product or services. We can set keywords manually to reach targeted audiences.

Placement: With placement method, we just need to specify a website or part of a website. We can target websites our potential users visits and target.

Topics: Target allows advertisers to select set of pages based on the theme on the display network.

Display expansion for search: With the help of smart targeting and automated bidding, Google AdWords’s display expansion of search method helps advertiser find quality results.

In audience targeting we have the following methods:

Affinity: This is for advertisers who use traditional marketing like TV campaigns can expand a campaign online and reach users with Google network.

Demographics: This target is based on age and gender of your targeted users.

In-market: Your ads will be visible to users who have shown interest in similar products or services.

Remarketing: Remarketing is one of the successful targeting methods widely used by businesses to target users who have visited the website. These users can be in any stage of conversion.

Similar audiences: This method helps you find users who are similar to the users in the remarketing list.

36. Mention the different types of keyword matches

There are 5 categories:

Broad match: It allows your ad to reach as much viewers as possible. Your ads will appear whenever a user searches your keyword in however way possible. Example: for broad keyword “buy shoes”, your ad will be visible for searches such as “shoes online”, “buy sneakers”

Broad match modifier: What if you get the advantage of broad match but a backup finance advisor who restricts around particular queries that triggers your ad. That’s the function in broad match modifier. It works by appending a + sign to the specific keyword that you want to fix in specific place.

Phrase Match: This match lets your ad shows for queries for your keywords in its exact order but allows the query to have words at the beginning or at the end of the query.

Exact Match: So narrow. So targeted. Your ad will show to users who exactly search for your keyword.

Negative Match: Choose when your ad should not be shown with the help of negative match. For example, if you are showing ads about selling houses and don’t want visitors who looks for rent, use “rent” as your negative keyword.

37. What is Google AdWords Double Serving Policy?

To make the auction process fair, Google doesn’t encourage advertisers to run ads for similar businesses through different accounts triggered by same keywords. Google calls this as double serving policy. Google has banned multiple ads from the same firm from appearing on SERP.

38. What is conversion optimizer in Google ?

Conversion optimizer is an important tool from Google AdWords which helps you to manipulate bid to help you get more ROI to your campaign. It decides which click will be most valuable for the business to attain a higher return on investment. It gets the help of conversion tracking data to process the bidding process at the basic keyword level to help you get as much quality clicks as possible thus returns more conversions at specified cost per conversion.

adwords interview questions answers - conversion optimizer

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There are two types of CPA targeting in conversion optimizer.

Max CPA: Maximum amount an advertiser is willing to pay.

Target CPA: Flexible CPA targeting in which the optimizer targets expensive and non-expensive auctions at reaches at an average CPA target. It is the average amount you would like to pay for the conversion.


We need to have a minimum of 15 conversions happened in the last 30 days to have this feature.

39. Is PPC only suitable for big brands?

No. With the flexibility in Google AdWords, any businesses can start and run campaigns. There is no minimum budget and you don’t even need to own a website to run certain campaigns.

40. What are Invalid Clicks, and how does Google determine them?

Invalid clicks are illegitimate, unintentional or caused by some malicious software such as robots or some automated clicking tools use to increase your expense or to increase the value of the website that is hosting the ad.

Google uses algorithms to find such invalid clicks and automatically filter them from the reports. And if they still escape and Google finds them later, they will give you credit for the expense.

41. Can we let our ad be used to link to a PDF?

No. It’s not possible.

42. Why some agencies use broad matches with negative keywords instead of using phrase match or exact match keywords?

In this way, the ads will get more clicks and keyword list can be created quickly.

43. What are all the challenges you face in this career?

One of the important Google AdWords interview questions.

You have to be updated all the time. The industry is fast pacing and can’t afford to get outdated which is very easy state to get into if you are not alert.

In order to stand out, we need to experience all the new features, tools and find ways to utilize those for the campaigns. It can be overwhelming at times. But, it makes the job more active and put us in high alert. Top Google Analytics Interview Quesions and Answers

44. What is the actual cost per click?

We can’t see the actual cost per click only the average CPC but mostly it is lesser than your maximum CPC bid. Every time, when an auction takes place, Google fixes your actual CPC which is required to outrank the ad rank of the next competitor. You don’t normally find this question in any Google AdWords interview questions and answers guide but you should be prepared anyway.

45. In your experience, what is the best Quality Score?

Be honest with the interviewer and share some examples of your best Quality score and how did you achieve those numbers.

46. What are all the different types of automated bidding stategies?

There are seven types of automated bidding strategies.

  • Maximize clicks

Maximize clicks strategy purely created to improve the number of visitors to your website. If you want quick visitors to your newly launched product, you can utilize maximize clicks strategy.

  • Target Search Per Location

Target search per location set bids to let your ads appear on the first page of Google SERP or in one of the top positions. You can utilize if you want nothing but the top positions in SERP.

  • Target outranking share

If you want to outrank your competitor’s domain, you can get the help of target outranking share. You can define how frequently you would like to outrank your comepetitor’s ads.

  • Target CPA

Target cost per acquisition gives you more control to the advertisers. Google AdWords helps you to get as many conversions as possible in this strategy. You can use this strategy if you are well aware of the CPA that you can spend.

  • Enhanced CPC

Enhanced cost per click is available as an optional service when you use manual CPC bidding. It helps Google AdWords to adjust your manual bidding with maintains the same cost per conversion and increasing your conversion numbers.

  • Target Return on Ad Spend (ROAS)

After you set your ROAS, Google AdWords set bids to help you achieve more conversion as possible.

  • Maximize Conversions

This strategy helps you set bids automatically to help you get as much as conversions as possible.

47. What is Adwords Express?

It’s one of Google’s attempts to simplify the Google AdWords for users with a small budget. It is targeted towards small or local businesses who can’t afford high budget or so much of their time and effort into running campaigns. So, the businesses just need to tell Google what they want to do with Google AdWords and what is their goal is and the rest of the things will be taken care of by Google.

adwords interview questions answers express

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In AdWords express, you need to share only the following details:

  • Business category
  • Ad copy
  • Landing page (either your website or Google My Business page)
  • Monthly budget

Expert Level Google AdWords Interview Questions and Answers

48. How can we improve the landing page quality?

Landing page quality can be improved by following ways:

  • The page should be relevant to the ad text as well as the keywords in the adgroup
  • A strong headline and supportive tagline
  • Original and quality content
  • Page load time
  • User-friendliness and user experience
  • Following Google guidelines
  • Transparant content information and privacy policy
  • Easy to navigate and understand
  • Clear call of action message
  • Visual imagery
  • Not having too many links
  • Should connect with Brand and proposition
  • Simplified lead capture form
  • Trust symbols.

49. What are the different types of access levels in AdWords?

The different types of access levels are: email access, read-only access, standard access and admin access.

adwords interview questions answers access level

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Google AdWords has four levels of account access:

  • Email only
  • Read Only
  • Standard
  • Administrative

Email only:

The invitee won’t be able to login to Google AdWords but can receive important mails and schedule emails with reports


The invitee can be able to login into AdWords and can access the reports but making changes is impossible to do.


The invitee can able to make changes to the account and can do anything except the ability to provide access to other users. He can’t edit or remove other users as well.


The invitee can able to make any changes necessary, add, remove or edit users and their access.

50. What is understood by API?

Google Ad API is an advanced feature designed for big corporates, ad agencies to allow their developers to build applications that will engage directly with the Google AdWords server, which helps them utilize ads efficiently. It allows advertisers to modify ads based on their need easily.

adwords interview questions answers api

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51. How do you think our competitors are doing and how can we face them?

Sometimes one of the most unexpected Google AdWords question. For that, you need to do your thorough research before attending the interview. Every company, big or small have competitors who can make the company’s life difficult. Find out the list of their competitors, their marketing strategy and the overall market status.

Find about the competitors’ ad strategies, their content gap, how you can fill the gap, etc. Figure out the strategies you can implement which help the business to face and outrank their competitors.

52. How do you measure Google AdWords campaign success?

It depends on the aim of the campaign. If you are attending a Google AdWords Interview of an e-commerce website, success is based on the amount spent when compared to the value of purchases made.

If a B2B campaign, it’s mostly about the number of quality leads you achieve while maintaining good ROI. So, the success of the campaign is based on the purpose of the campaign.

53. If I search my keyword but I can’t see my search result. Why would that happen?

There are multiple reasons that can let it happen. Some of them are:

  • Your IP is excluded
  • You are not in the targeted location
  • Your ad got disapproved
  • Your campaign has exceeded your daily budget

54. What should be the ideal quality score for Google AdWords?

Good quality score in Google AdWords depends on what kind of keyword you are working on.

Branded keywords’ good Quality score is between 8 to 10

Low intended commercial keywords’ good Quality score is 7

High intended commercial keywords’ good Quality score is between 7 to 9

55. When do you say when a test is completed?

It depends on what we wanted to achieve at the beginning of the test. Some companies do a test for a couple of days and come to a conclusion based on those results. But, it is recommended to give the system some time to understand the pattern, let it go through different times of the day, different days of the week to have enough amount of data in hand to come to a strong conclusion.

56. How to increase conversion rates?

Again, a common Google AdWords question. To answer follows:

Conversion rate can be increased by following methods:

  • Creating ads that match perfectly with the keywords you use
  • Tightly themed ad groups
  • Improve Quality Score
  • Optimizing landing page
  • Adjusting your keyword type
  • AB your landing page
  • Align ad copies with landing pages
  • Improving CTR of ad
  • Use negative keywords

57. How better quality ads help your campaign?

Benefits of better quality ads are:

  • It decreases the money you need to spend for a click
  • Better ad means better ad rank thus increases the chances for ad extensions

58. Why quality of landing page is important for the success of the campaign?

Landing page is your playground where you make the user take the final call.

If the landing page is not relevant or trustworthy, each and every action you take for the campaign will go in vain. Better ads, high-quality keywords and money you spend on will not help if the landing page is not good enough to get the conversion.

It should be aligned with the keyword and ad copies. An inefficient landing page can promise traffic but not conversions.

59. How to improve CTA in Google AdWords?

  • Make your CTA visible and stand out and not blend in.
  • Give the clear benefit of clicking the CTA
  • Add urgency to your CTA
  • Make it sound like a human
  • Experiment with different CTAs
  • Use power words
  • Match it with the type of audience

60. How do you measure the success of a Google AdWords campaign?

It is one of the general questions from Google AdWords interview questions and answers guide. I consider Key Performance Indicators are the perfect way to find about the success of the campaign.

The first indicator of a successful campaign is the number of clicks your campaign gets. The second indicator I check is CTR which shows how effective my ads are. Then the conversion says if they are fruitful to the business. I also check other indicators such as time spent, returning customers, etc.

61. If you feel your campaign is not producing enough good results, what should you do to fix it?

First of all, check everything is in place. ie., is your conversion tracking code is proper? Have you added negative keywords? Is your important keywords or ads are paused? Or limited by budget?

Check where is the issue. Do you have issue in getting traffic or getting conversions?

Is landing page your issue, then you need to experiment with multiple landing pages to check which is working.

If you feel your visitors are not intended, try to add more negative keywords. Find ideas for negative keywords in search trends.

If you need to increase keyword bids, and not having enough budget for it, try to increase your quality score.

If you don’t get enough traffic, remove low or no search volume keywords and add relevant and high-quality keywords. Try phrase or broad modifier if you feel your exact matching type doesn’t allow potential visitors to find your site.

62. Our highest performing keywords’ CPC is growing up continuously. What can be the reason for this and how to tackle this?

Sometimes a tricky Google AdWords Interview question. It is one of the advanced Google AdWords Interview questions and answers. Increase in CPC can be the result of increase in competition and possibly because of your quality score is going downwards. We can figure out the root cause.

We can compare auction insights to find when the CPC was normal and if there are new players out there in the market.

We can check out the historical Quality score in our reports and figure out if downgrading Quality score is the culprit here.

63. What is Remarketing?

Remarketing is a target method in which advertisers can show their ads to users who have visited their website but didn’t convert. The user can be at any stage of the purchasing cycle. In Google AdWords, remarketing campaigns are available for both search and display. The click rate for remarketing is relatively high because they are customized and thus connects with the users more than other targeting method advertisements.

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  1. How can you manage and maintain the Google Quality Score?

This is one of the most important Google ads interview questions that you must start answering with the factors that Google Quality Score consider. Here’s how your Google ads interview questions 2023  answer should go:

Here are Google AdWords interview questions and answers: 

Google AdWords interview questions and answers: Google’s Quality Score considers the relevance of the landing page, keywords, and ad language. We can maintain the highest score using fewer keywords and smaller, more focused ad groupings. In this manner, we’ll be able to create more targeted language and more likely to find its audience. We must be well-versed in Quality Scores and how to raise our own. Also, there are instances in which we should make decisions without considering the Quality Score.

Let’s see frequently asked Google ads questions and answers or Google ads  interview questions and answers or Google AdWords questions.

  1. What is an On-Schedule Indicator (OSI)?

This represents the projected percentage of booked impressions that the campaign will produce. For networks paced according to anticipated traffic, a more accurate way to measure the delivery status is through the on-schedule indicator (OSI). 

However, examining the schedule’s forecast before making any changes to a line item’s delivery timetable is essential.

  1. What is the Impression Share Metric?

Impressions divided by the total number of qualifying impressions is the impression share (one impression is recorded each time your advertisement appears). Impression estimates are based on several variables, such as status, quality, and approval. 

The information can assist you in deciding whether it makes sense to raise your budget to reach a larger audience. For instance, ads, campaigns, and product groups can access the data.

  1. How does the Google Auction Work?

These types of Google ads interview questions seek pointer-based answers. So, first highlight that billions of auctions are held each month, and the results include advertisements relevant to the search terms entered by users.  In addition, there are several answers for advanced google ads interview questions or Google adwords questions

Once the search engine has received the request, it holds an auction to determine the ad positions and the cost-per-click for each advertiser. Then, tell about some other operations, like:  

  • When a user searches, the AdWords platform finds all advertisements whose keywords match the query or advanced Google adwords interview questions
  • The system ignores all ineligible ads, including those that are offensive or target a different country. 
  • Only those with a high enough Ad Rank may appear from the remaining advertisements. Your bid, the calibre of your advertisement, and the anticipated outcome of extensions and other ad types determine Ad Rank. 

Other related Google ad questions or Google ads interview questions:

  1. How can you help our organisation create objectives for a Google ads campaign or Google ads search certification question answers?

Any kind of marketing endeavour needs to have goals before it can start. For your campaign, establishing realistic goals can help you stay on course and give you a direction to work in. You will be asked to specify Campaign Goals when setting up the ads in Google Ads. 

So it’s better to know what you want to achieve before you start. SEM efforts seek to boost app downloads, brand awareness, website traffic, lead generation, and sales. What motivates you to start a Google AdWords campaign? The response to this question will directly attain your aims.

  1. What does the Google Search Network mean?

This is among the most commonly asked Google ads interview questions where you can just say that Google Search Network will show your search adverts. The bulk consists of the Google Search Engine and many websites with search engines that display Google search advertisements. Ads will show up next to Google and other Google search partner results once you start running them on this network.

It is effective because the Google Search Network successfully finds an active crawler for Google PPC interview questions Consumers and advertisers looking for products and services through the network can connect. The Google Search Network frequently produces more conversions and has a higher conversion rate than the Google Display Network.

  1. What are the different types of Google AdWords extensions?

Although not asked commonly, these types of Google Ads interview questions look for simple, to-the-point answers. So, just say that various kinds of extensions can be applied to boost traffic. The following are a few examples of frequently used ad extensions: price, app, review, promotion, location, affiliate location, callout, call extension, message extension, site link extension, and structured snippet extension.

  1. Are Google Adwords and Google Analytics the same?

This is one of the most common Google Ads interview questions, and the answer is NO. Here’s how they differ from one another:

Google AdwordsGoogle Analytics
Even if the same user hits the advertisement more than once, clicks are tracked.Tracks visits; however, a user’s many views of the same advertisement are counted as a single visit. 
Google Adwords records a click as occurring even when a visitor hits the stop button after clicking an advertisement. Google Analytics won’t classify it as a visit in the same circumstance.
  1. Let’s say Google rejects one of your ads. What are the possible reasons?

There are a few reasons why Google might reject the advertisements. For example, Google will reject the advertisement if the advertiser is under eighteen. Additionally, if the website has offensive content or no privacy statement, it will reject the advertisement.

  1. In display campaigns, how can one target specific placements or websites?

It is one of the most advanced Google ads interview questions 2023 where you must highlight the procedures to target particular websites or places in display campaigns.

  • Open your Google Ads account and log in.
  • Go to your display campaign’s “Settings” menu and select the “Placements” tab.
  • Click the blue “+” icon to include additional locations.
  • Enter the website or application URL where you wish to display your advertising in the search bar.
  • Pick the location you want from the search results and click “Save.”

You may make sure your advertisements appear on websites or apps that resonate with your target demographic by targeting specific placements, increasing the possibility of interaction and conversions.

  1. How will you determine the bidding strategy for your company’s ad campaign?

Your campaign’s objectives, financial constraints, and past performance will all influence your choice of bidding approach. Picking a bidding strategy should take into account the following aspects:

  • Campaign Objectives: Analyse whether achieving a target CPA or ROAS is your main objective or if it is to drive clicks, conversions, impressions, etc.
  • Financial Limitations: Consider your daily or monthly spending limit and select a plan that fits within it.
  • History Of Performance: Examine the historical performance of your campaign and utilise the information to guide your bidding approach.
  • Risk Tolerance: Determine your comfort level in experimenting with automated techniques that might need some time to get right.
  • Competitive Environment: Evaluate your rivals and select a bidding approach that will keep you ahead of the pack in the ad auction.
  1. How do you activate conversion tracking in Google Ads or exploring Google ads search assessment 50 questions and answers?

By monitoring user actions like sales, form submissions, and phone calls, conversion tracking enables you to assess the success of your advertising. To activate conversion tracking in Google Ads, follow the instructions below:

  • After signing in to your Google Ads account, tap the “Tools & Settings” option.
  • Select “Create Conversion” after selecting “Conversions.”
  • Select the conversion type that you wish to monitor.
  • Configure the conversion tracking information, including the value, counting mechanism, and conversion name.
  • Select a conversion tracking tool, like a phone call or website.
  • To finish the setup, adhere to the instructions.
  • Put in place phone call tracking or add the conversion tracking tag to your website as needed.
  • Examine your campaign reports’ “Conversion” column to ensure the conversion tracking is operational.
  1. What are the pros of dynamic search ads  or Google ads quiz?

Since google ads quiz website content is highly optimised, online firms with large inventory must use dynamic search ads. Among the main benefits of these advertisements are:

  • Even in cases where a firm is unaware of a specific term, they can assist in generating extra visitors. 
  • An advertiser can save a lot of time by not having to map keywords to every keyword on the website. 
  • It is simpler to avoid advertisements for out-of-stock products while using Dynamic Search.
  1. What is the difference between Google Adsense and Google Ads?

Businesses may advertise on Google platforms more easily, thanks to Google Ads. Conversely, Google AdSense enables platform owners—such as those running blogs, websites, and forums—to monetise their assets by advertising other companies. 

To improve their performance in the Google Ads Auction, which determines which ads are displayed through AdSense, Google Advertising clients may need to change their advertising. AdSense offers Google advertising space; AdWords, on the other hand, buys advertising from Google.

  1. How will you deal with clients and manage their expectations?

Long-term client relationships require effective expectation management and client communication. The following strategies can be used to manage expectations and facilitate customer communication:

  • As you attentively hear the wants and worries of your clients, respond to them promptly and expertly.
  • Be candid with your expectations and honest with your limitations.
  • Maintain constant contact and give regular updates on the effectiveness and development of your campaign.
  • Provide reports that are easy to read and are brief and straightforward.
  • Take the initiative to spot possible problems and offer methods to deal with them.
  • Give prompt follow-ups and demonstrate responsiveness to the needs and inquiries of your clientele.


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We hope our Google AdWords Questions and Answers guide is helpful. We will be updating the guide regularly to keep you updated.

If you want to explore and become an expert in Digital marketing, check out MICA and upGrad’s PG Certification in Digital Marketing & Communication. Become an expert in content marketing, social media, branding, marketing analysis and PR.



Blog Author
Meet Sriram, an SEO executive and blog content marketing whiz. He has a knack for crafting compelling content that not only engages readers but also boosts website traffic and conversions. When he's not busy optimizing websites or brainstorming blog ideas, you can find him lost in fictional books that transport him to magical worlds full of dragons, wizards, and aliens.
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Frequently Asked Questions (FAQs)

1Why is Google AdWords considered important in digital marketing? What are its benefits?

Google AdWords or pay-per-click marketing is an important digital marketing strategy to increase leads and drive traffic to the website. Some of the big benefits of Google AdWords are:
1. It works faster than SEO and is effective. You can focus on multiple keywords at a time and have greater flexibility in running campaigns.
2. Ads listed on the top of SERP helps to increase brand awareness.
3. You can reach out to more customers through email ads.
4. You can measure performance consistently, which is difficult in traditional advertisement format.
5. You get access to multiple data points to measure the complete performance of your ads.
6. You can manage your competitor in a better way.

2What skills do Google AdWords specialists should have?

The following are the skills needed to become a Google AdWords specialist:
Strong analytical skills
Familiar with Google Ad account setup
Strong copywriting skills
Creating remarketing campaign
Strong user research skills and competitor analysis
Should have a strong command on keyword research
Understanding of landing pages
Should have a strong working knowledge of tools like heatmap tools, Google Analytics, keyword research tools, etc

3Is Google AdWords Certification helpful?

Yes, Google AdWords certification is helpful in learning and getting the know-how of setting up and running a Google Ads campaign. They are accredited and recognised by all organisations in the world and help you to excel in your career.

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