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Google Ads Interview Questions

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Explain Affinity, Custom Affinity and In Marketing Strategies for Paid Campaigns.

Affinity: With affinity audiences, you can reach people based on a holistic picture of their lifestyles, passions, and habits. It can be broad and match to some random targets. 

For example, a company selling golf clubs will naturally want to target ‘golf enthusiasts’, but this could apply to both golf players and golf watchers. 

Custom Affinity: With custom affinity audiences, advertisers can create audiences that are more tailored to their brands.Here marketers have better control in their targeting with smaller and more refined audiences. By factoring in consumers’ most recent passions and ongoing interests, your message always reaches the right users.

For example: Adding interests such as “improve golf swing”, “golf practice” and “golf putting” gives you a better chance to hit your desired market.

In Marketing: Select from audiences to find customers who are in the market, which means that they're researching products and are actively considering buying a service or product like yours.

For example: Some body is looking for particular brand for Golf Clubs.

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

How to Deliver the Right Message on Google Display Ads?

Here are different ad formats that are helpful to send the right message to the right user.

1. Display Ad Formats: Ad formats let you choose how to communicate your business to your audience and with Display ads we can  promote your business when people are browsing online, watching YouTube videos, checking Gmail, or using mobile devices and apps.

2. Responsive Display Ads:  To best achieve that goal, we can take advantage of Responsive Display Ads, which automatically adjust to the available ad space. It gives you the ability to upload your own assets and create ads that serve in all ad slot sizes, into both native and non-native inventory. Simply upload your assets (images, videos, headlines, logos, and descriptions), and Google will automatically create ads. They're built for performance, reach, and scale.

3. Uploaded: Uploaded ads offer greater control over the way your ads look and feel. You can develop these ads yourself using templates to decide how best to combine your different images, text, and logos.

In order to qualify for as many auctions as possible, it’s recommended to have both Responsive Display Ads and image ads in your Display campaign.

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 the Value of Display targeting on Google Display ads?

Display targeting is used to direct your campaign’s ads to the people you want to reach most.By choosing the targeting option that aligns to your campaign goal and then Google Display ads will work to get your ad in front of the right people, in the right place, at the right time.

The three main marketing objectives through Google Display ads campaigns can be achieved:

1. Build Awareness
2. Influence consideration
3. Drive action

1. Build Awareness 

To reach a broad audience and maximize your brand exposure, one must choose build awareness as your Display campaign marketing objective. There are different targeting options that help to build awareness like:

a) Demographics where you can choose the audience based on age, gender and parental status.

b) Other one is affinity where you can reach TV-like audiences based on a holistic picture of their lifestyles, interests, and passions. 

c) It can further be custom affinity audience where you can define and target custom-made audiences, giving you substantive reach against niche groups of users.

2. Influence consideration

Influence consideration should be your Display campaign marketing objective if you want to engage with users that are actively researching products or services.

There are some options available in Google Display ads targeting options available that will help for influence consideration:

a) In-Market audiences: Reach potential customers while they're actively browsing, researching, or comparing the types of products you sell and are close to a conversion. 

b) Custom Intent audiences: If you want to create a tailored audience that isn't covered in one of our In-Market audience segments, Custom Intent will help there. Simply enter keywords or URLs that best represent your audience.

c) Similar Audiences: Similar Audiences finds users that are similar to an original remarketing list or other uploaded compatible list.

3. Drive Action

Once the website traffic significantly increase since launching the Display campaign but those users are not converting in to purchase we can use below marketing options to drive action.

a) Remarketing: Remarketing lets you show ads to the people who demonstrated their interest in what you offer with their visit to your website or app.

b) Standard remarketing: Show ads to your past visitors as they browse network websites and use network apps.

c) Dynamic remarketing: Creating dynamically generated display ads with product data pulled from a pre-uploaded feed, you can achieve great performance showing to users products they have seen on your website.  

How to create remarkable ad content?

Quality/ Relevance score: It is the score that judges quality of your ads.It is scaled in between 1-10.The higher the relevance score better consider its performing. It provides positive and negative feedback as well.

How to improve relevance score to make the remarkable ad:

  1. Be specific with your targeting
  2. Use images, assets and videos that resonates with your audience. 75-90% of your ad's overall performance is attributed to the image you use. 43% of consumers would watch a video ad if they thought content  is relevant.
  3. Pay attention to how long you've been running the ad. An ad that was once received positive start, show diminishing returns over time. It is called Ad fatigue.
  4. Landing page content should have the content you showed in your ad.
  5. To run and experience/ test the strategy which best suits for your company. It is the quickest way to reach the audience.
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