ppc interview questions and answers

Top 40 PPC Interview Questions and Answers FAQs in 2024

Looking to land a job in pay per click (PPC )? Check out our top 40 PPC interview questions and answers with tips to help you prepare. Let's get started.

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Are you preparing for a PPC interview and wondering what questions you might be asked? In this blog post, we have listed the top PPC interview questions and answers with providing tips to help you prepare. 

Whether you’re new to PPC or have years of experience, these tips about PPC and a list of questions and answers asked in a PPC job interview will help ensure your success in an interview setting. Read on to learn more!

Also Read: Do’s and Don’ts of Interview

Pay Per Click Interview Questions and Answers

However, before proceeding to the list of questions and answers, understand what PPC is and how important it is for a company to hire both freshers and experienced candidates for this designation. 

What is of Pay Per Click (PPC) advertising? How does it assist firms in reaching their target audience more quickly? Let’s get right to the point. About half of the internet users who were driven to a retailer’s website through a paid link are more likely to purchase those who found it organically. 

One-third of individuals prefer paid links since they are the quickest method to discover answers to their questions. When you cease running sponsored ads and rely solely on organic marketing, about 90% of the traffic produced by them vanishes. Do you want more data to see how effective paid advertising is to your company? 


One-third of individuals prefer paid links since they are the quickest method to discover answers to their questions. When you cease running sponsored ads and rely solely on organic marketing, about 90% of the traffic produced by them vanishes.

Do you want more data to see how effective paid advertising is for your company? 

These figures offer sufficient proof. Every year, PPC grows in popularity and favor. This allows businesses to reach customers when, how, and where they want. They can show up on search engines, which is the most effective means of getting people to click on them, or on websites that are in some way linked to your business. 

What is PPC?

PPC (Pay-Per-Click) marketing is a type of online advertising in which advertisers are charged a fee each time their ad is clicked. We all see these adverts daily. 

PPC is used to accomplish several campaign goals, including :

  • Boosting sales 
  • Getting leads 
  • Increasing brand recognition 

It’s all about relevancy in PPC. Users seek certain products, services, and data at any given time.  Advertisers may show a targeted ad at the exact moment this search is happening. If a user searches for “red running shoes,” an advertiser can display an ad related to red running shoes. 



Advertisers can conduct effective PPC campaigns using targeting parameters and account structure as long as relevance is prioritised. 

What does a PPC Analyst do?

Let’s start with an explanation of what a PPC analyst is. The most important duty of a PPC analyst these days is to make the best use of their employer’s or client’s budget in PPC marketing campaigns to achieve the required return on investment. If you want to work as a PPC specialist, you’ll need to demonstrate that you’ve run successful paid search campaigns. 

PPC Analyst Salary in India

Source: Payscale

In India, the average base compensation for a PPC analyst is roughly Rs 3,56,690 per year, plus Rs 20,000 in bonuses. 

As a PPC analyst, your annual salary can range from Rs 6,04,000 to Rs 6,21,000, depending on how long you’ve worked in digital marketing, how skilled you are at executing PPC campaigns, and what your track record shows in terms of the ROI you can achieve with a given marketing budget. 

If you don’t have appropriate experience, have just begun your career in paid advertising, or have moved to digital marketing areas, you could be paid as much as Rs 1,76,000 per year. 

Bonus Read: Want to know how essential a digital marketing career is?

You must understand that a firm will only trust you with its money for paid search campaigns if it believes you can utilise it to deliver them more visitors and, eventually, more business. 

As we previously stated, paid search marketing is a highly competitive field. Businesses that invest in these advertisements require a guarantee of a return on their investment. 

As a result, the role of a PPC analyst becomes even more critical. As a PPC analyst, you’re in charge of your company’s paid advertising, which is significant because you’re working on something that involves direct spending. Let’s look at the differences in PPC analyst salaries for various places. 

Here’s the list of top 40 PPC interview questions and answers you must know before attending interviews. 

Top 40 PPC Interview Questions and Answers

Question 1. What is Pay-Per-Click (PPC) Marketing? 

Answer: PPC stands for Pay Per Click. It’s a marketing technique that uses search engines and partner sites to bring visitors to our website. Only if a visitor clicks on one of the advertiser’s adverts will he be charged.

Question 2. What does “Campaign Management” mean? 

Answer: Campaign management is the process of creating and administering a Google AdWords advertising campaign for a business. We must divide the campaign into AdGroups and choose appropriate keywords for each ad group. Manage ad formats and keyword bidding, among other things. The overall objective of the campaign manager is to manage the campaign and give a positive return on investment. 

Question 3. What Exactly is DFA? 

Answer: Advertisers should double-click. DFA is an ad server that tracks impressions and clicks for your ads across many networks. DFA does not allow you to purchase inventory. DFA’s primary responsibilities include ad trafficking and reporting. 

Question 4. What Exactly is DFP? 

Answer: DFP (Double Click for Publishers) is the acronym for “Double Click for Publishers.” DFP is used by publishers who desire to manage their advertising broadcast on their websites. DFP is used for adverts on most public websites, such as way2sms.com and w3schools.com. 

Question 5. What is Dbm, and what does it stand for? 

Answer: Google’s DoubleClick Bid Manager (DBM) is a demand-side platform (DSP). This aids in 

Question 6. What is the Definition of Ad Trafficking? 

Answer: Ad trafficking is the technical process of setting up an ad campaign. Setting up the campaign, tracking links, creatives, and so on… It’s generally done with the help of an ad server or ad platform. DFA/DFP, for example, uses Ad Trafficking. 

Question 7. Do you Believe Dfa is an Ad Network? 

Answer: DFA is not an ad exchange; hence the answer is no. The goal of DFA is to keep track of and analyse the impressions and clicks on ad creatives. 

Question 8. What is a Click Tag? 

Answer: Click tags are used to keep track of how many times a link has been clicked from various sources. 

Question 9: What will Frequency Capping do? 

Answer: On the Display Network, the number of Times the same ad is shown will be bound to a single user.

Question 10. What are Google Publisher Tags?

Answer: GPT is an ad tagging library that dynamically constructs ad requests. GPT collects information from you, such as the ad unit code, ad size, and key-values, then makes the request and displays the ad on web pages or mobile apps. 

Question 11. Differentiate Between Direct Marketing and Branding? 

Answer: In a direct marketing effort, the marketer wants to reach out to the most interested people in their product or service. 

The conversion rate, which explains ROI, is the most critical measure to evaluate in this category. Search Network Only, Shopping Campaigns, Dynamic Search Ads, and other campaign kinds are the most frequent. 

In a branding campaign, an advertiser needs to get his brand in front of many people. 

Question 12. What is Google’s Double Serving Policy for Adwords? 

Answer: It indicates that an advertiser can’t use numerous accounts to advertise for the same keywords/websites. This policy aims to avoid presenting ads from the same company or companies owned by the same person. As a result, consumers can view advertisements from a variety of sources. 

Question 13. Explain about Quality Score? 

Answer: Quality Score is a measure determined on a scale of 1 to 10 for each keyword. The QS determines the keyword’s quality compared to ads and landing pages. This metric is used to determine the AdRank, which determines the ad position. What Does It Mean to Have a “Quality Score”? 

Question 14. How does Quality Score Affect Cpc and Ad Position? 

Answer: Ad Position is directly proportional to Quality Score and inversely proportional to CPC. As a result, a higher QS translates to cheaper costs and a better position. 

Question 15. What is CPC in Real Life? 

Answer: In an auction, the actual cost of a click for an advertiser. The exact CPC is determined in real-time. Therefore, we can’t view it, but we can see the average CPC. 

(AdRank to Beat/QS)+$0.01 = Actual CPC 

Bonus Read: Digital marketing salary in India

Question 16. What Kind of Keyword Quality Score can you Achieve? 

Answer: In previous campaigns, I received a QS of 7–10. Using optimisation strategies in the campaign, I can enhance the quality score. 

Question 17. What are the Factors that Influence the Quality Score? 

Answer: The following metrics determine the Quality Score. 

  • Keyword CTR Relevance of Keywords and Ads 
  • Quality of the landing page 
  • Data from Previous Accounts 

Question 18. How can Conversion Rates be Improved? 

Answer: We can attract targeted viewers to the optimal landing page by developing ads that perfectly match keywords and creating closely related ad groups. We can also enhance conversions by increasing the quality of the landing page. 

Question 19. Does Pay-Per-Click Advertising Affect Website Ranking in Search Engines? 

Answer: Never, since search engines never mix them up. Organic and paid search results are ranked separately by Google and other search engines. 

Question 20. Could you tell me the maximum number of characters used in PPC advertisements? 

Answer: Varying search engines have different character limits for ads. For example, Google allows you to use up to 25 characters for the headline and up to 70 characters for both the first and second descriptions combined. 

Question 21. What is an Invalid Click, How does Google Define it? 

Answer: Fake clicks unintended and malicious software clicks are all examples of invalid clicks. Google has a sophisticated process and algorithms to detect and filter incorrect clicks from users’ accounts automatically. 

Question 22. What are PLA Ads? 

Answer: PLA stands for product listing advertisements. This ad approach promotes products on Google and its partners’ search results. This type of marketing is also known as a shopping campaign, and e-commerce businesses mostly employ it. 

Question 23. What does “Converted Clicks” mean? 

Answer: Converted click is a metric that measures the total number of clicks that result in conversions. Google advises against using this measure. 

Question 24. What is a Remarketing Audience, and How do you make one? 

Answer: The users who visited our website are the remarketing audience. We can add visitors to our audience list by using the Google Remarketing element on our website. 

Question 25. When will CPV be Charged for an In-Stream Ad for a 60-Second Video? 

Answer: Suppose the user watches 30 seconds of the video, yes. The account will be charged with CPV. 

Question 26. What do you mean when you say “Search Queries”? 

Answer: Search queries are the specific keywords that activate your advertising. 

Question 27. What do Price Extensions mean? 

Answer: Price extensions are a new type of extension that displays the price of the products in question. 

Question 28. Can you explain what Adwords is? 

Answer: Adwords is a system created by Google to aid in marketing products and services using the Google search engine and its linked sites. 

When customers search for phrases related to your service, it will display a text ad. 

Question 29. Can you explain how Google Adwords works? 

Answer: Adwords is based on a bidding system, which means that if your bidding price is higher, your ad will display at the top of the Google page. 

Adwords is based on a “pay per click” model, which means you only pay the amount you bid if someone clicks on your ad after conducting a web search. 

Question 30. What is the purpose of using Google Adwords? 

Answer: Traffic from Google Adwords (also known as “Pay Per Click”) behaves differently than traffic from other sources. Surfing traffic generally comes to the website for information, whereas pay per click traffic knows precisely what they’re clicking on and what they want to buy. A tiny number of visitors via Adwords could be more beneficial than a million. 

Question 31. What Is Ad Rank and How Does It Work? 

Answer: Your ad rank is determined by your bid for that keyword and quality score, and your bid for that keyword determines it. 

Question 32. Describe how ad rank affects Cost-Per-Click. 

Answer: Your ad rank significantly impacts the cost-per-click that your competitors pay when someone clicks on their advertisements. 

The following method can be used to calculate your CPC: 

Your Price = Your quality score + $ + the ad rank of the person behind you 

Question 33. Describe the process of a Google Auction. 

Answer: Each month, a billion auctions are held, with the consequence being that users can find adverts relevant to their needs. 

The search engine processes the request and conducts an auction to decide ad locations and CPCs for each advertiser. 

Question 34. Describe what goes into a Google Account. 

Answer: Once advertisers have decided which keywords they wish to bid on, Google will submit a keyword from your account that is the most closely linked to the auction, along with the maximum bid and accompanying ad. 

Question 35. What is the Role of Google Quality Score? 

Answer: Google’s quality score is based on the CTR of your ad, the quality of your landing page, and keyword relevancy. It indicates how valuable and relevant your ad is to the user. 

Keywords that shows a higher quality score will save your money and improve ad ranking. 

Question 36. In Google Adwords, what is an Ad Group? 

Answer: An ad group is a collection of keywords, ads, and landing sites. 

Google rewards advertisers who create Adword campaigns with well-structured ad groups. It is not recommended to group all of your keywords into a single ad group but rather organise them into themes. 

Question 37. What is an Adwords Conversion Optimizer? 

Answer: Google Adwords’ Conversion Optimizer is a bid adjustment tool that determines which ad clicks are adequate in terms of returns. 

Question 38. Can you tell me about any Google Adwords Ad Extensions? 

Answer: Using different ad extensions can help boost traffic. 

  • Sitelinks, for example, are a popular ad extension in Google Adwords. 
  • Extensions on the Phone 
  • Extensions to the Location 
  • Annotations for Social Situations 
  • Seller evaluations 
  • Extensions for mobile apps 
  • Advertisements for the sale 
  • Extension of the Communication Ad Review 
  • Ad extension with an image and a drop-down menu 

Question 39. Does Google Adwords state that options cannot be changed after an account is created? 

Answer: Once you’ve created an account, you won’t be able to modify the currency or time zone. 

Question 40. How can you Increase Conversion Rates? 

Answer: You may target consumers to a campaign that promotes conversions by appropriately producing advertisements that match keywords and developing tightly themed ad groups. 

Question 41. What is the maximum number of characters allowed for creating Adwords? 

Answer: There is a limit for Adwords. 

  • The first line of description: 25 characters 
  • The second line of the report: 35 characters 
  • 1024-character destination URL 

Question 42. What is the definition of CTR, and How do you calculate it? 

Answer: The term “click-through rate” refers to the number of people who have clicked on your ad on a web page. CTR is calculated by multiplying the number of clicks by impressions. 

These will give you a percentage response, such as how many customers have seen your ad. 

Question 43. What is the Google Ad API? 

Answer: The Google Ad API was created with large, tech-savvy advertisers and third parties in mind. It enables developers to develop an application that interacts directly with the Google Adwords server. 

Question 44. What can Google Ad API be used for? 

Answer: You can create an application that does the following things using the Google Ad API. 
  • Keywords, ad copy, custom reports, and landing pages can automatically be generated. 
  • Create new programmes and tools to assist you with account management. 
  • Sync your Adwords data with your inventory system to manage advertisements based on stock. 
  • Explain how you can track conversions via Google Adwords in question 46. 
  • Conversion monitoring in Google Adwords can be accomplished in a variety of ways. 
  • Use Adwords’ basic tracking code and customise it with additional code specific to your e-commerce platform to track purchases. 
  • Conversion window with a clear view When someone views your ad but doesn’t click on it (impression), options keep note of it.

Question 45. How can Google Adwords Conversions be Tracked? 

Answer: Conversion monitoring in Google Adwords can be done in the following ways. 
  • Tracking purchases using Adwords’ basic tracking code, which you may customise with additional code specific to your e-commerce platform. 
  • Conversion window with a view-through When someone views your ad but does not click on it, options keep track of it (impression) 
  • Adwords will display the advertisements it believes are most likely to be connected if your ad rotation setting optimises clicks. 
  • You can also determine when buyers initially clicked on your ad and how many times they viewed it before converting using search funnels inside tools and analysis. 

Question 46. Other than C-p-c, what are the other two bidding options? 

Answer: CPM (Cost per Thousand Impression) and CPA (Cost per Action) are the other two choices besides CPC (Cost Per Click).

Question 47. What is the Maximum Character Limit for Ppc Ads? 

Answer: The maximum character restriction cannot be explicitly stated because different Search Engines have varying character limits for ads. For example, Google allows a maximum of twenty-five characters for the headline and seventy characters for the description, both one and two lines.

Tips for Answering PPC Interview Questions

Let’s take a look at some crucial interview tips before attending the interview: 

1. Certification of Google Adwords

Take the Adwords exam and ensure that you have a passing grade before you go in for the interview. It will assist you in meeting any certification requirements you may have. 

2. In-depth understanding

Brush up on whatever you can about AdWords that you can get your hands on. A good approach is to read blogs written by well-known industry specialists.

3. Numbers are essential

If you have prior expertise in the area, make sure you can quantify how much money you generated and the most important lessons you learned along the way. 

4. Take real-time examples from the competitors

Keep in mind that you should learn as many scenarios and examples as possible. It would demonstrate that you have the right post edge. Also, look through the JD and highlight how you best meet the criteria.

5. Confidence is the key

You must radiate confidence as a potential AdWords or PPC professional. If you are reluctant, the recruiter may find it difficult to trust your abilities. Maintain a controlled and tranquil manner. 


We hope this Top 40 PPC Interview Questions and Answers in 2022 article is helpful to you. To keep you informed, we will be updating the guide regularly. Want to learn about PPC, SEO, content marketing, social media, branding, marketing analysis, and starting up your own agency then,

Check out the 4 months online digital marketing course to learn more about digital marketing and become an expert. 

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Digital Scholar

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