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Google Ads Interview Questions

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How does the Performance Planner work in Google Adowrds?

Performance Planner determines the optimal bids and average daily budget allocations across all the campaigns to help increase the number of conversions it can be achieved for any future spend scenario. Performance Planner uses a combination of account history and machine learning to power forecasts.

Process follows as below:
Forecasting >>  Simulation >> Machine Learning >> Validation

1. Forecasting: Google Forcast Engine is made up of Google search ad auction i.e billions of searches per week.

2. Simulation: Forecast engine simulates relevant ad auctions with query level variables, including seasonality, click through rate, competitors, landing page, and time of day.

3. Machine Learning: It uses machine learning to fine tune forecasts and achieve a higher level of accuracy.

4. Validation: Planner perform forward and backward measurements of accuracy for thousands of campaign samples across one, seven, 30, and 90 day periods to ensure the valid recommendations.


Why it should plan for performance with Performance Planner in Google Adwords?

Performance Planner is the new forecasting  planning tool in Google Ads that uses machine learning  to reveal the possiblilities to maximize the results. User can explore forecasts for  upcoming monthly, quarterly, and annual budgets for current campaigns, while also helping to improve the return on investment.

Planning the most crucial first step to achieve the results with Google Ads.By planning your Google Ads budgets in advance, you can:

1.Understand the future spend potential of current Google Ads campaigns to help drive budget decisions
2.Take advantage of seasonality to capture incremental opportunities 
3.Set optimal bids and budgets across your campaigns to help ensure that ROI performance is maximized
4.Find new opportunities to grow your sales volumes with Google Ads

What are the benefits of Remarketing in Google Adwords?

Benefits of Remarketing:

1. Well- timed targeting/ Prompt Reach: With remarketing you can show your ads to people who’ve previously interacted with your business right when they’re searching elsewhere and more likely to make a purchase.

2. Large-scale reach: You can reach people on your remarketing lists across their devices as they browse over 2 million websites and mobile apps.

3. Easy ad creation: Ad creation is also very easy with use of text, image and video ads for free with ad gallery.

4. Campaign statistics:You’ll have reports of how your campaigns are performing, where your ads are showing, and what price you're paying.

5. Focused advertising: You can create remarketing lists to advertise for specific cases. For example, you may create a remarketing list targeted for people who added something to their shopping cart but didn’t complete a transaction.  

6. Efficient pricing: You can create high-performance remarketing campaigns with automated bidding. Real-time bidding calculates the optimal bid for the person viewing your ad, helping you win the ad auction with the best possible price. There's no extra cost to use Google's auction.

What is Remarketing in Google Adwords?

Remarketing is the simplest method to connect with people who have visited/ interacted with your website or mobile app previously. It allows you to strategically position your ads in front of these audiences as they browse Google or its partner websites.

This is the most effective method to make the most of that search spend and recapture more benefit from it.In this way, you will increase your brand awareness or remind those audiences to make a purchase. 

What are the Benefits of Automation Bidding?

1.Machine learning: Automated bidding uses machine learning to algorithmically help you set the appropriate bid for each and every auction. This takes much of the heavy lifting and guesswork out of setting bids, so you can meet your performance goals more efficiently and accurately.

2. Save Time: Cross-referencing audience data with context to establish intent and set the appropriate bid is a complex and time-consuming task. Automation offers a way to alleviate this strain on marketing resources.

3. Auction Time bidding: Bidding algorithms tailor bids to each user’s unique context, using relevant signals present at auction time. This is a unique capability in the market, as it allows for bid differentiation, with a high degree of precision based on the conversion opportunity of each auction.

4. Depth of Signals used and cross analysis: Google algorithms integrate a large variety of signals and consider new ones to evaluate user intent. They also go a step beyond traditional signal analysis by recognizing and adjusting for meaningful interactions between combinations of signals while constantly considering new ones.

What is Automated Bidding?

Automated bidding takes the heavy lifting and guesswork out of setting bids to meet your performance goals.

Bidding is a key success factor for online marketing, and the bid strategy you choose directly influences how your campaigns perform and how visible your ads are in the unique moments that are important to your business. Depending on marketing goals and different types of campaigns you can determine which strategy is best for you.

Bids influence how visible your ads are and the amount of interaction you get in each unique moment. If you don't bid efficiently, you could miss valuable conversions.  

Given the dynamic nature of our auctions, the appropriate bid can often be a moving target that's challenging to reach at scale when using manual bidding.

Taking all these signals into account based on location, time, device for every auction and bidding can be done through automation.

What is Google AdWords Remarketing ?

Remarketing is the process to connect with the people who previously came to your website or Mobile App but not taken any action.
So in Adwords we can target those audience to display our Ads. It will increase the purchase and brand awareness. 
As this group of audience will be familiar with your brand so it will take less efforts to take valuable action.

It is also known as Retargeting that increase the ROI and conversion rate.Using remarketing, you can show Google ads to your previous site visitors while they browse the vast number of Google partner sites in the Google Display Network.
By targeting more narrowly, you can therefore increase ad relevancy and lower your cost per click.

How conversions are tracked in Google AdWords?

It is a powerful tool in Google Ads that measures and monitor how much lead is generated, sales,
 downloads, and email signups for your business or in other terms to identify the goal tracking.

Basic Steps to get started Googel Ads Conversion Tracking:

1. It involves generating a HTML code in Google Ads that has to paste into the webpage of the landing page such as
Order confirmatio or Thanks for your email page.

2. Click on the Tools and Analysis tab in Google Ads, and select Conversions from the drop-down menu.

Track Conversion

What is the limit set for the number or characters for Adwords ad?

With new changes in Google Ad text we have option to have one more headline and another line for description with 90 characters.  Below is the character limit for each section:

Field Max Length
Headline 1 30 characters
Headline 2 30 characters
Headline 3 30 characters
Description 1 90 characters
Description 2 90 characters
Path* 15 characters

*These fields are designed to help people who see your ad get a better sense of where they’ll be taken when they click it. It is optional field.

Ad Text Length

You can provide more information about your business, like its location, phone number, or additional deep links into your website, by adding extensions to your text ads.

Smart Bid Strategy Focus on views or interactions (for video ads only)

Cost Per View (CPV) bidding is used when the goal is  to show the video ads.It sets the amount you'll pay for TrueView video ads in Google Ads. A view is counted when someone watches 30 seconds of your video ad (or the duration if it's shorter than 30 seconds) or interacts with the ad, whichever comes first.


CPV  bidding gives option for text image or URL from where if a user clicks on the URL, it can go directly to your website. This method gives a clear idea that how many viewers are engaged with you content. If they want to see more they will remain to see the Ad or if they are nit interested they will drop off.

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