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SEM (Search Engine Marketing) Interview Questions

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Simple Rules for Copywriting

Here are some of the rules that should be followed while creating the copy for organic or social media platforms:

  1. Know Your Audience: There should be background research of audience and copy should be written in such a way that you are the audience who would be reading it.
  2. Finding Your Unique Selling proposition: This is why your product or service is great. Way you do sell the things. It should have some unique proposition compared to the competitor that why your product is better in market.
  3. Establish your Objective: Whenever you start writing make sure you understand your objective It is just to describe your product/ service or is it to go someone on email list etc. So copy should be direct, concise and straight forward.
  4. Use a compelling subject line: Having a creek subject line is very important. Avoid weasel words like maybe, perhaps, however etc.
  5. Use the present tense: Because using in the past tense it goes passive . People take actions what is happening in present . Future tense might be a good practice but for sales page it should always on present tense.
  6. Include customer quotes and testimonials: It is an easy and best way to attract new customers.Using reviews in copy is an advantage to get attention.
  7. Keep it clean and concise: No big paragraphs should be used. Use your padding, italic words etc to appear it different.
  8. Make it Pretty: Use images, videos/ visuals should match with your product. High quality visuals should be used.

What is Online Reputation Management (ORM)?

Online Reputation management refers to the proactively influences what information people are finding when they search your brand online.

It focuses on the management of product and service search website results. In short, ORM helps to convert the negative feedback in to positive and to extend the reach to potential customers and to build the new relationships with customers and partners. Read more here

How you define E-Commerce?

E-Commerce or Electronic Commerce  is exchange of goods and services through internet and the transfer of money and data to execute these transactions. These business transactions occur either as business-to-business, business-to-consumer, consumer-to-consumer or consumer-to-business.

It refers to the use of electronic communications and digital information to create, transform and redefine relationships for value creation among business and individuals. In e-commerce Information and Communication technology is used for the transactions.

E-commerce is often confused with e-business, E-commerce only refers to the goods and services transaction between a seller and a consumer, whereas e-business refers to the complete process necessary to manage an online business.

What are the fundamentals of Lead Nurturing?

Marketing automation software & Conversation: Conversations like emails, live chat, facebook messenger and other social medium play critical role in lead nurturing because this is how you deliver message to your contacts. With the help of marketing software you can create the strategy to nurture the lead campaigns.

There are three elements of a Lead Nurturing Strategy:
1. Contact Management
2. Segmentation
3. The Buyer's journey

1. Contact Management: It is a strategy that focuses on using a software program to easily store and source a contact's information. Contact information includes contact Name, email address, contact history etc. 
Contact management is most important as it is the heart of the Marketing and sales strategy and to equally important for lead nurturing campaigns. Those contacts should be removed from database who have opted out or invalid contacts.

2. Segmentation: Segmentation is dividing contacts in to smaller groups based on similarities. Each contact is unique, with the help of segmentation groups will be created with the similar kind of nature or properties.

Segmentation is an important part of having great conversations. And having great conversations is an important part of lead nurturing.It also helps you to tailor the message to be more relevant and engaging to the people receiving the email. Keeping database clean and healthy always should be on priority.

3. The Buyer's journey:  The next strategy comes the active research process someone goes through leading up to a purchase. This is where you define different audience you send email to. There are 3 stages: a) Awareness stage b) Consideration stage c) Decision stage. Depending upon the different stages where your customer is you can use your content and optimize your ads with different objectives.

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.

How to develop the Digital Advertising Strategy?

There are couple of things to remember while developing the digital Ad startegy

  1. Target Audience: Target audience is who you want to advertise to. It includes buyer persona for your company. It is based on the ideal customer based on real data, demographics and goals of your target customer.
  2. Understand where your audience spends time online: To know your real customer and which social                media network they use is another ad strategy. As different media network provides different ad types. It's important to know each network and which network will be best for your audience. Facebook and Google Ads are two most important network. Facebook is based on audience interest and Google Ads is based on user's intent.
  3. Buyer's Journey: The next strategy comes the active research process someone goes through leading up to a purchase. There are 3 stages: a) Awareness stage b) Consideration stage c) Decision stage. Depending upon the different stages where your customer is you can use your content and optimize your ads with different objectives.

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.

What is the limit set for the number or characters for Google 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.

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.

What is Bid Strategy?

Bid strategies depends upon the goal you have targeted. Bid strategy is the key step to optimize for certain goals across set campaigns, ad groups and keywords. It could be clicks, impressions, conversions or views. If you want customers to take a direct action on your site, and you're using conversion tracking, then it may be best to focus on conversions. Smart Bidding lets you do that.

If you want to generate traffic to your website, focusing on clicks could be ideal for you. Cost-per-click (CPC) bidding may be right for your campaign. If you want to increase brand awareness—not drive traffic to your site—focusing on impressions may be your strategy. You can use cost per thousand viewable impressions (vCPM) bidding to put your message in front of customers. 

If you run video ads and want to increase views or interactions with your ads, you can use cost-per-view (CPV) or CPM or cost-per-thousand (CPM) bidding. If you run video ads and your goal is to increase product or brand consideration you can use cost-per-view (CPV).

What are points to remember before setting up Dynamic Search Ad (DSA)?

  • Improve your website: It is utmost important to improve the quality of your website along with the quality of your ad.
  • Ad with good description: Remember to add the great description in your ad so that it is relevant to people searching for.
  • Create Single Language campaign: make one campaign for one language. If you are having same sites in different language it is advised to create the different campaign for each specific language website.
  • Mobile Responsive site: Customer can search the websites on phone so it should be well placed on mobile view as well.
  • Easy Accessible: Content on sites should not be dynamically placed. It should be easily accessible for Google  to place the ad.
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