If you are someone who is going to appear for Digital Marketing Interview process at Porter, here are a few Common Digital Marketing Interview questions at Porter that will help you get valuable insights into all the possible questions you will be facing and some tips on how to answer these questions in the best way possible. The key to cracking any interview is the right knowledge and understanding of the role you have applied for and the confidence with which you appear for the interview. So make sure you prepare and gain some knowledge about the company and the role for which you have applied.
Table of Content :
- Common SEO interview Questions at Porter:
- Common Google Ads Interview Questions at Porter:
- Common Social Media Marketing Interview Questions at Porter:
Common SEO interview Questions at Porter:
Any strategy for digital marketing must include SEO. These days, every firm needs to grow its brand awareness, web traffic, return on investment, and in-depth knowledge of client behaviour. You must get ready for an SEO interview if you want to pursue a new career or grow in your current one. This article provides a list of frequently asked Common SEO interview Questions at Porter and responses that may be used by both new hires and seasoned professionals to thoroughly comprehend SEO ideas.
I’ve put together the SEO interview question and answer guide to assist you to comprehend the breadth and true intent of the interview questions. Let’s get going.
What is a keyword?
A keyword is a word or phrase a user uses to search for the particular content they want in the search engine. For example, if someone wants to buy formal shoes ‘formal shoes’ will be the search term they will use which in turn becomes a keyword for that particular search.
What is keyword difficulty?
Keyword difficulty defines how difficult it is to rank a keyword on any search engine results page. It gives an idea of the competition on the keyword.
What is keyword density?
Keyword density refers to the number of times a keyword is present on a particular webpage. It is measured in comparison with the total number of words on the webpage.
What is a landing page?
The phrase is pretty self-explanatory. A landing page is a page on the website where a visitor lands when they click on the link through an email or ad for any other source.
What is an anchor text? Explain the usage of an anchor tag in SEO.
An anchor text is a clickable text which is linked or anchored to a URL that contains relevant information.
What are organic results?
Organic results are the results that appear on the search engine results page (SERP). Organic results depend on various factors such as relevancy, domain authority, search engine optimization, etc.
What are the google ranking factors?
There are 200 various factors that are used by google while ranking web pages or websites. A few of them are Quality Content, Quality & Relevant Backlinks, Page SpeedUser experience, Technical SEO, Domain Authority, Content-Type, etc.
What is 301 redirection?
301 is the permanent redirection of a webpage to another webpage.
What are 302 redirects?
This is a temporary redirection of a webpage to another webpage.
What is a 404 error?
This error shows a web page has been deleted by the owner.
What are two types of SEO?
SEO is of two types: On-Page SEO and Off-Page SEO.
What is on-page SEO?
It is the practice of optimizing web pages to get a ranking on the search engine results page (SERP). Read more about on-page SEO
What is off-page SEO?
It is a set of actions taken outside your website that impacts your ranking on the SERPs. Read more about OFF-page SEO
What are the three types of keywords?
The type of keywords depends on the length of the keyword. A short tail keyword consists of not more than 3 terms and has high traffic and high competition. A medium tail keyword is a compromise between two extremes i.e short tail and long tail keyword. A long tail keyword is a specific keyword with lower but quality traffic.
Which google tool is used for keyword research?
Google keyword planner is the tool provided by google for keyword research for users. It is available free of cost for everyone.
What is cross-linking?
It is just linked to other pages on your website. Such links help to increase the authority of your website in the long.
What is a domain name?
It is an easy-to-remember term that is linked to an IP address on the internet.
Name some of the tools that you have used in SEO.
SemRush, Ahrefs, Grammarly, Quetext, Google Keyword Planner, Yoast SEO, Moz, SEOquack, and Google trends.
Name some SEO-friendly plugins for WordPress.
Yoast SEO, Redirection
Which SEO practices should be avoided?
Keyword stuffing, over-prioritizing keywords, publishing too much content, accepting poor quality guest blogging.
What is black-and-white hat SEO?
Black hat SEO is practised against SEO guidelines as opposed to white hat SEO.
What is a sitemap?
A sitemap is a file where you provide information about the pages, videos, and other files on your site, and the relationships between them.
What is DA?
Domain Authority refers to the strength of the given domain.
What is the bounce rate?
It is the percentage of visitors who enter the site and leave rather than visiting other pages.
What is CTR?
It’s a ratio of the clicks that you get on your ads to the number of impressions.
What are crawlers?
Crawlers are robots who perform the task of web indexing on the world wide web.
What are google trends?
It is a website by google which analyzes the popularity of the top search terms across the search engine.
What is Google Search Console?
It is a free service offered by Google which helps you to monitor, maintain and troubleshoot the presence of a website on google search results.
What is search intent?
Search intent is the purpose behind every search that is made on the search engine.
- What do Google search algorithms analyze so that a page ranks higher in the SERP?
- Relevancy of the page, quality of the content ( grammar and plagiarism) , domain authority, site loading speed, backlinks, etc.
Why is SEO important to businesses?
SEO serves for a longer duration. In the long learn SEO builds brand image and credibility hence exponential growth in the long term.
What is an organic result?
Organic results are unpaid results that are displayed on search engine results pages.
What is a paid result?
Advertisers pay for the platform where they want to advertise their business. In google search engine it is done through google ads which is a platform created by google for advertising.
LSI stands for Latent Semantic Indexing, which is a computer program that displays synonyms or related keywords based on context.
What do you mean by backlinks?
Backlinks are the links from one page of a website to another website.
What method do you use to redirect a page?
A WordPress plugin names redirection is used to redirect broken pages or posts.
How can you do SEO for a video?
SEO for videos involves creating video metadata that is relevant for people who are searching for and creating video content that will generate traffic.
What is the relationship between SEO and SEM?
SEM is about getting traffic via paid ads, and SEO is more about acquiring, monitoring, and analyzing organic (unpaid) traffic patterns. SEO is done from a long-term perspective and SEM is done mainly to spread awareness about the service/ product on an initial basis.
What is crawling?
It is a process of finding relevant information to the search query by the bots or crawlers on the search engine.
What is Google Sandbox?
Google sandbox has never been confirmed by google itself but it’s an effect that prevents new websites from ranking in the topmost positions too quickly.
What is a Do-follow link?
Dofollow links are those that allow Google and other search engines to point back to your website or blog. So, every time you insert a do follow link on your site, it can point back to you, which strengthens your authority by showing search engines what other sites, blogs, and posts are linking to you.
What is a No-follow link?
No followed links are hyperlinks with a rel=“no follow” tag. These links do not influence the search engine rankings of the destination URL because Google does not transfer PageRank or anchor text across them. In fact, Google doesn’t even crawl Nofollow links
What is the difference between a do-follow and a no-follow link?
“The difference between a Dofollow and a Nofollow link is that a Dofollow link passes PageRank signals (some refer to this as SEO or link juice), and a Nofollow link doesn’t,” said Paul Ronto, CMO of RunRepeat. In other words, the distinction lies in how the Google algorithm treats each link.
What is keyword frequency?
It refers to how often a particular keyword appears on a web page for content on the webpage.
What is Keyword Stuffing?
It’s an unfair practice done by putting keywords in the metadata, on-page content, and anchor text to gain a higher rank on the search engine results page.
What is Keyword Stemming?
It is a method of making different, relevant keywords from the base keyword. For example, if you are using hydrate as a keyword then the variation “hydrated” “dehydrate” and “rehydrate” will also be considered.
What is NAP?
It is the most important aspect of local SEO. NAP stands for Name, Address and Phone number. The NAP should be accurate and consistent. Google values accuracy and consistency when it comes to local business and local SEO.
What are header tags?
Aka heading tags, they are used to separate headings, subheadings, and paragraphs in the content. There are heading tags from H1 to H6 which are used depending on the order of importance. H1 is usually the main title and the rest are used for other subtitles or subheadings.
What are Internal Links?
It is a link from one page of your website to another page on your website. Since this is a practice of internal linking of the same domain hence the name.
What are outbound links?
To give more context about the existing topic some outbound links are used from other pages on other websites.
What are inbound links?
An outbound link is a link coming from another website to your website.
What is robots.txt?
Robots.txt is a file that tells search engines which pages they can and can’t crawl.
What are SEO Friendly URLs?
These are the URLs that are short and keyword-rich. Which serves the purpose of SEO.
What is Robots Meta Tag?
Robots meta directives (sometimes called “meta tags”) are pieces of code that provide crawlers instructions for how to crawl or index web page content.
What is ALT Tag?
It is an HTML attribute given to a component on a webpage to provide text alternatives.
How important are backlinks?
Backlinks are important if you want to go for the long run and increase the authority of your domain by linking your website to other high-authority domains. It represents that the other domains vouch for the content present on your website.
What is Search Engine Submission?
It is a method of listing your website on the search engines such as Google, Yahoo, DuckGoGo, Safari, etc. its a kind of domain registering your website on the search engine.
What is PPC?
PPC stands for Pay Per Click, it is an advertising model used by search engines when it comes to advertising on search engines. Whenever a viewer clicks on your ad you pay a certain amount to the platform on which you are advertising your service or products.
What is Google Penalty?
It is the consequence of black hat SEO practices or other reasons such as violating Google guidelines.
What is keyword proximity?
The keyword proximity refers to the distance between the search term’s individual keywords. For example, a website contains the keywords that make up the search term “dentist Boston implant” in the heading “Your professional dentist in Boston; dental practice for minimally invasive implants”.
What is Google’s Algorithm
Google algorithm area complex system used to retrieve data from its search index and instantly delivers the best possible result for quarry
Types of the google algorithm
- Google Panda
- Google Penguin
- Google hummingbird
What is Schema?
- Schema Markup is a great way to help your website stand out and strong your SEO competitors
- Schema Markup is from the search engine precisely wanting your content to try to explain on your web page.
What is E-commerce?
Online buying and selling goods and services it is also known as electronic commerce it consists of buying and selling goods and services over an electronic system such as the internet
Types of E-Commerce?
What is Social Bookmarking?
Social Bookmarking Submission is an Activity of off-page optimization which enable you to store links on another website
What is Roboats.txt?
Roboats.txt is used to block URLs or pages which we don’t want to crawl or index in google and in Domain
What is SERP?
The search Engine Result Page is the page you see after entering Aquarius/ keywords into google, yahoo, bing, and another search engine
How to check website performance
- Page in sites
- G.T. metrics
What Google search console?
Google search console is used to index web pages you can also see our URL performance live impression click and average position of keywords
Rules of submission
- Check DA and PA & SS
- Choose the right category/sub-category
- Avoid unknown language
- Submit only one link to one directory
Common Google Ads Interview Questions at Porter:
Are you attending a Google AdWords interview and wondering what will be covered in terms of questions and discussions? It’s preferable to have a concept of the kinds of Common Google Ads Interview Questions at Porter that will be asked before going in so that you can mentally prepare responses for them.
I’ve put together the best Google AdWords interview question and answer guide to assist you to comprehend the breadth and true intent of the interview questions. Let’s get going.
To advance your profession, you might also think about completing the EDIIFY upgrade Advanced Certification in Digital Marketing programme.
1. What are AdWords?
This is almost always the first Google AdWords interview question you will face. Businesses can get highlighted in Google’s search engine and Google Display Network by using Google AdWords, a Google advertising tool. Online adverts are displayed by Google’s search engine and its affiliate websites depending on a variety of criteria, including keywords, interests, subjects, demographics, etc.
The position of the ads is determined by a bidding procedure in the Google AdWords platform. Depending on the needs of the business, users develop several types of campaigns.
2. What is PPC Marketing?
Pay Per Click, or PPC is a well-known advertising approach in which businesses are charged every time one of their ads is clicked. PPC is so popular because it enables companies to attract customers immediately, as opposed to organic marketing, which takes weeks or even months to set up and attract traffic to your website.
3. Explain how AdWords work?
The bidding system is used by Google AdWords to rank the listings. Based on the maximum bid and the quality score of the advertisement, the system chooses the ad position. The odds of appearing at the top of the page are better the higher the maximum bid and Quality score. The highest combined maximum bid and quality score are awarded first place.
The next highest ad rank divided by the Quality score will determine the final CPC. A request for a query is processed by Google, which then carries out the operation that decides the ad places. Only when people click an advertisement do advertisers need to pay. Therefore, improving your Quality Score is essential if you want to raise your ad rank without increasing your maximum bid.
4. Why use Google AdWords?
The user’s intent is one of Google AdWords’ advantages over social media marketing platforms. Users that are in need of a product or service click the ads and visit the website as a result of inbound marketing, so the conversion rate should be significantly greater than the traffic through social network marketing. For more information about social media marketing interview questions, see this.
The volume of visitors it brings in a short period of time gives Google AdWords an edge over organic marketing. Google AdWords may be the ideal marketing tool to boost conversion if a business has to quickly promote its goods or services. You can target the appropriate clients at the appropriate moment.
In addition to the advantages listed above, Google AdWords is measurable, scalable, and dominating the SERPs. It can also help other marketing channels by increasing conversion rates.
5. What is Ad Rank?
One of the key queries recommended by the majority of Google AdWords is questions and answer manuals. The position of an ad on a Google page is called Ad Rank, and it is determined by the amount of the bid, the quality, and quantity of the ad, the ad thresholds, the level of the competition, the context of the user’s search, and the anticipated effects of extensions and other ad formats.
A high ad rank guarantees that the ad is seen more frequently than the competition. Every time an advertisement is considered eligible to show, the ad rank is reassessed, causing the ad position to change based on the aforementioned variables.
6. Explain what is Google Quality Score?
The Quality Score for Google AdWords is a ranking determined by a number of variables, including the relevance of the keywords used, the click-through rate, the quality and relevance of the landing page, the relevance of the ad content, and the previous performance of the ad account.
On a scale from 1 to 10, Google AdWords assigns a Quality score to each keyword that takes into account projected CTR, ad relevancy, and landing page experience. In essence, it’s a gauge of how pertinent your advertisement is to the user’s objective. Without paying more money, the ad rank will increase the higher the quality score.
Google tells advertisers how successfully they’ve chosen their keywords, created their advertisements, and created landing pages by giving them a 1–10 score.
7. What is the formula to find CTR (Click Through Rate)? Does CTR help in improving the quality score?
CTR, or click-through rate, is a metric used to determine how many people click on your advertisement. The calculation is as follows: clicks/impressions*100. It is one of the crucial elements in figuring out the ad’s Quality Score. Therefore, attempting to raise CTR results in a reduction in overall spending. It also shows how effective and eye-catching your ad descriptions and headlines were in terms of relevance. The CTRs for each term and advertisement are different.
8. What is the difference between CPM, CPC, and CPV bidding?
Cost Per Thousand (CPM) is the price you pay for every thousand impressions, independent of how many clicks you get.
Cost Per Click, or CPC, refers to the price per click. Advertisers who use CPV pay for each individual person who views an advertisement or website.
9. What is the character limit of a destination URL?
1024 characters are the destination URL’s character limit.
10. What is ad rotation?
A campaign feature in Google AdWords called “ad rotation” rotates your Google AdWords ad within the ad group automatically. You can ask Google to cycle the advertisement in a particular way, such as depending on the advertisements that are doing the best or evenly.
11. What is the difference between clicks and impressions?
You should be ready for one of the often-asked Google AdWords interview questions. The number of times your Google AdWords ad, whether it be a banner, text link, or button, gets viewed by your target audience. This illustrates the reach of your advertisement.
The number of clicks that sent your targeted users to your website once they clicked on your advertisement. This demonstrates how many people visited your website as a result of your advertisement.
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
13. What is an automated bidding strategy?
In any Google AdWords interview question and answer manual, this is one of the most often asked questions. A key component of Google AdWords is automated bidding, which determines the bids for your advertising based on the likelihood that an impression will result in a successful click or conversion.
It aids companies in maximizing revenue from their marketing initiatives. Multiple criteria, such as the user’s device, the time of day, the location, demographics, and more are taken into account during automatic bidding in Google AdWords.
Advertisers don’t have to worry about changing the bids for keywords or ad groups when using automated bidding. Based on the aforementioned parameters, Google AdWords sets a bid for each and every auction and decides whether or not the ad should be seen.
14. What is a Phrase Match?
One of Google AdWords’ four keyword matching options is phrase matching, which enables your advertisement to be seen by your target market when people enter your precise keywords and close variations of those keywords that include additional phrases before or after your keyword.
For instance, if your keyword is “buy shoes,” anyone who enters “buy shoes,” “purchase shoes online,” or “need to buy shoes” will see your advertisement.
Phrase match is highly important since broad match or enlarged broad match may occasionally display your ads to populations you don’t want them to be seen by. The precise match, on the other hand, limits the audience to those who enter the exact keywords without any abbreviations, prefixes, or suffixes.
15. What are all the basic practices every new AdWords advertiser should always remember?
Every landing page we create needs a suitable call to action (CTA), such as a lead form, a buy option, or whatever the company wishes to accomplish with the campaign.
- Create distinct ad groups depending on keywords, and assign each group a theme.
- Don’t allocate a large sum of money upfront for a brief time period.
- Continue to concentrate on raising the Quality score to cut back on total budget spending.
- Carefully select your keywords and negative keywords, and constantly check the results using the search terms report.
16. What is frequency capping in AdWords?
The advertiser can restrict the number of times an individual sees an advertisement by using frequency capping.
This frequency cap can be set for each individual ad, ad group, and campaign. Advertisers can also divide them up by week, day, or month.
17. Explain Google Click-to-Call.
It particularly benefits small local businesses that lack or require websites. They can leave a phone number for consumers to call by just clicking their advertisement on Google SERP by setting up Google click-to-call campaigns.
18. What is IP Address exclusion in Google AdWords
Again, one of the important Google AdWords interviews questions 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.
19. What is the use of search term report in Google AdWords?
The list of search terms that lead people to your website is displayed in the search term report. You can discover new negative keywords and learn which keywords are more efficient than others with the use of search term reports. It aids marketers in locating potential advertising keywords. Lists of keywords and search terms are completely unrelated.
20. How can you automatically include the user’s query in the ad copy?
With the help of Dynamic keyword insertion, we can user query users into ad copy automatically included.
21. Difference between automatic and managed placements?
With manual placements, you may pick the particular websites, locations, videos, and apps where your Google AdWords ad will appear.
Another placement strategy is automatic placements, in which your advertising is displayed without your input.
22. What are the first steps you should take if your ads get disapproved of for any reason?
Google will notify you through email if your advertisement is rejected by notifying you that it has been rejected. You can then determine the cause of the rejection using the information Google AdWords provided. then you can begin working on resolving the problem based on your findings. You could need to alter your text copy at the moment, and at other times you might need to change both the website’s material and the ad copy.
23. What are keywords in Google AdWords?
Any Google AdWords Interview Question and Answers guide won’t be complete without this question. By placing bids on them in Google AdWords, advertisers leverage keywords to increase traffic to their websites. We can find relevant and excellent keywords for our campaigns with the aid of Google Keyword Planner.
Advertisers utilize keywords, which are phrases or words, to display their adverts to the desired audience. Themes should be used to group keywords together, and they should be divided into different ad groups. The Google AdWords campaigns are built around keywords. If you don’t choose the appropriate keywords, all of your efforts will be in vain.
24. How can you use negative keywords?
Negative keywords allow us to avoid appearing for specific words or phrases. You may tell Google, for instance, that your advertising shouldn’t appear on searches containing the word “free” by adding something like that. We can find fresh negative keywords for your campaigns by using search terms.
25. What are ad groups in Google AdWords?
The Google Ad Group serves as a sizable storage space for all of your landing pages, text copy, and keywords. Google advises advertisers to create ad groups using keywords that have a narrow focus. Therefore, it is preferable to develop several ad groups based on your keywords.
Google looks at the structure of your ad group to determine the number of things, including the message your ad will communicate when it is triggered and the list of keywords it will display.
26. How to track conversion in Google AdWords?
Following are the methods we can use to track conversions in Google AdWords?
- You can use the tracking code provided by Google AdWords on your website and customize it with additional code tailored to your platform.
- When a person sees the advertisement but chooses not to click, the view-through conversion window option keeps track of it.
- You can locate search funnels under tools and analysis options, which can help you figure out when consumers click on your advertisement for the first time and how many times they were shown it prior to clicking.
- With the aid of call extensions and call reporting enabled settings, it is very much possible to track phone calls.
- We can make advantage of Firebase to keep track of how many people download the app.
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
28. The 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 a Google AdWords/PPC specialist?
PPC is a profession with a broad scope that is still relatively new. The results of the work will be quantifiable. I can work from anywhere, at any time, because the work is so flexible. I won’t be replaced by artificial intelligence in the future; instead, I’ll cooperate with it, making it secure. My value will continue to rise from here.
31. What are Google Ad Extensions?
Ad Extensions are the extra details that come with AdWords ads, such as a phone number, website link, location, or customer reviews. It increases visibility and the CTR of the advertisement by several percentage points. It enables advertisers to provide information beyond the headlines and descriptions of their ads.
Although Google doesn’t charge more to display ad extensions, we can’t guarantee that our ad extensions will always be visible. In response to each Google search, Google chooses which extensions to display. If your ad position is high enough and the extension is anticipated to boost the CTR, it will be displayed.
Utilizing every Ad Extension is advised to maximize the likelihood that it will appear on the SERP. Additionally, they provide visitors numerous options to interact with your adverts. Extensions come in two varieties: automated extensions and manual extensions.
32. Different types of Ad Extensions?
Some of the common ad extensions are:
- 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 on Message Extension
- Price Extension
33. What options cannot be changed after creating an account?
Currency and time zone cannot be altered once the account has been created. It is advised to enter the information with great attention.
34. How to calculate ROAS (Return on Ad Spend)?
ROAS calculation is easy. You subtract the expense of your advertising campaign from the revenue that is ascribed to it. For instance, if you spend $1,000 on advertising and get $2,000 in revenue, you would divide $2,000 by $1,000 to get your ROAS. You get a 2:1 or 200% ratio as a result.
35. What are the targeting options in Google AdWords?
Audience targeting and content targeting can be used to categorize all targeting techniques.
The following techniques exist for content targeting:
- Keywords: The keyword approach is built on keywords. When a user searches for your goods or services, we choose the keywords they will use. To reach specific audiences, we can manually set keywords.
- Placement: To use the placement method, we merely need to identify a website or a specific section of a website. We can select and target the websites that our potential customers visit.
- Topics: Target offers display network advertisers the option to pick a group of pages based on a particular theme.
- Expanding the search display The display expansion of the Google AdWords search method aids advertisers in finding quality results by utilizing smart
- We have the following techniques for audience targeting:
- Affinity: This is a tool for advertisers that want to extend their traditional marketing efforts, such as TV commercials, online and reach more people through the Google network.
- Demographics: This target is determined by the age and gender of the users you are trying to reach.
- In-market: Users who have expressed interest in comparable goods or services will see your advertisements.
- Remarketing: Remarketing is one of the popular and effective targeting strategies used by companies to reach out to website visitors. Any step of conversion may apply to these users.
- Similar audiences: Using this technique, you can identify users who are comparable to the people on your remarketing list.
36. Mention the different types of keyword matches
There are 5 categories:
Four categories exist:
Broad match: This feature enables your ad to be seen by as many people as possible. Anytime a user searches for your term in any form, your advertising will show up. For instance, if you choose the broad phrase “buy shoes,” your advertisement would appear for queries like “buy sneakers” and “shoes online.”
- What if you have the benefit of the broad match but a backup finance advisor who restricts specific searches that cause your ad to trigger? That is the broad match modifier’s purpose. It functions by adding a plus sign (+) to the particular keyword that you wish to fix in a certain spot.
- Phrase Match: With this match, your ad can display queries containing your keywords in their exact order while still allowing for words to appear at the start or end of the query.
- True Match: So little. So precise. Users that specifically search for your term will see your advertisement.
- Negative Match: With the help of a negative match, decide when your advertisement should not be displayed. Use “rent” as your negative keyword, for instance, if you want to prevent people from viewing advertising about buying homes.
37. What is Google AdWords Double Serving Policy?
Google discourages advertisers from running ads for comparable companies across various accounts triggered by the same keywords in order to maintain the integrity of the auction process. The double-serving policy is what Google refers to. Multiple advertising from the same company cannot now display on SERP, according to Google.
38. What is a conversion optimizer in Google?
Conversion Optimizer is a crucial Google AdWords tool that you may use to alter bids and increase the ROI of your campaign. It selects the click that will be most beneficial to the company in order to maximize return on investment. In order to assist you to receive as many quality clicks as possible and returning more conversions at a defined cost per conversion, it uses conversion tracking data to conduct the bidding process at the basic keyword level.
39. Is PPC only suitable for big brands?
No. Any firm can start and run campaigns because of Google AdWords’ versatility. There is no required minimum spending amount, and some campaigns can even be performed without a website.
40. What are Invalid Clicks, and how does Google determine them?
Unauthorized, inadvertent, or brought on by malicious software, such as robots or automated clicking programs, invalid clicks are made with the goal to increase your costs or the value of the website hosting the advertisement.
These erroneous clicks are automatically removed from the reports by Google using algorithms. And if they do manage to get away and Google discovers them later, they will reimburse you for the cost.
41. Can we let our ad be used to link to a PDF?
No. It’s not possible.
42. Why do 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 lists can be created quickly.
43. What are all the challenges you face in this career?
You must constantly be informed. The industry moves quickly and cannot afford to go out-of-date, which is a very simple situation to find yourself in if you are not careful.
We must experiment with all the new features and tools and figure out how to use them for the campaigns if we want to stand out. At times, it can feel overpowering. However, it keeps us on high alert and makes the task more active.
44. What is the actual cost per click?
Only the average CPC is visible to us; however, it is typically lower than your maximum CPC bid. Every time an auction occurs, Google fixes your actual CPC, which is necessary to outrank the following competitor’s ad rank. Although this question isn’t typically included in any Google AdWords interview questions and answers manual, you should still be ready.
45. What is Quality Score?
Google will rate the ad based on the keywords used and the design of the PPC ad. This rating is called the quality score. It depends on various factors such as keyword relevance, ad text relevance, and landing page quality. The higher the quality score, the better the chances of the ad being at the top of the list.
46. What are all the different types of automated bidding strategies?
There are seven types of automated bidding strategies.
The maximize clicks method was exclusively developed to increase the number of people who visit your website. Use the maximize clicks technique if you want quick traffic to your recently launched product.
Target Search by Place
To have your advertising show up on the first page of the Google SERP or in one of the top spots, use location-specific target search bids. If you only care about the top SERP rankings, you can use it.
Overachieving target share
Target outranking shares might assist you if you wish to outrank your rival’s domain. You can specify how frequently you want your advertising to outrank those of competitors.
When You have more influence over the advertisers then you use target cost per acquisition. You can also use this method to maximize your conversions by using Google AdWords. If you are well aware of the CPA that you can spend, you can employ this method.
When you use manual CPC bidding, enhanced cost per click is a feature that you can choose to use. By boosting your conversion rates while retaining the same cost per conversion, it aids Google AdWords in adjusting your manual bidding.
Goal Return on Ad Spend (ROAS)
Google AdWords sets bids after you choose your ROAS to assist you in getting as many conversions as possible.
With the use of this tactic, you can automatically create bids in an effort to increase conversion rates.
47. What is Adwords Express?
It’s one of Google’s attempts to simplify Google AdWords for users with a small budget. It is targeted towards small or local businesses that can’t afford high budgets 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 their goal is and the rest of the things will be taken care of by Google.
48. How can we improve the landing page quality?
Landing page quality can be improved in the following ways:
- The page should be relevant to the ad text as well as the keywords in the ad group
- A strong headline and supportive tagline
- Original and quality content
- Page load time
- User-friendliness and user experience
- Following Google guidelines
- 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?
Email access, read-only access, normal access, and admin access are the several types of access levels.
The invitee can only access Google AdWords by email, however, they can schedule emails with reports and get critical communications.
- Read-only: The invitee can log in to AdWords and see the reports, but they won’t be able to make any changes.
As is customary, the invitee has full access to the account and can do anything but grant access to other users. Other users cannot be modified or deleted by him.
- Administrative: The invitee has the ability to add, remove, or edit people and their access and make any necessary changes.
50. What is understood by API?
Google Ad API is an advanced feature designed for big corporates, and 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 needs easily.
51. How do you think our competitors are doing and how can we face them?
The Google Ad API is a cutting-edge tool created for large corporations and ad agencies to enable their developers to create programmes that would interact directly with the Google AdWords server, which aids in the effective use of advertisements. It makes it simple for advertisers to change adverts to suit their requirements.
Every business, no matter how big or little, faces rivals that might be challenging for the enterprise. Find out who their competitors are, what they are doing in terms of marketing, and how the market is doing overall.
Learn about the tactics used by the competition, the gaps in their content, how you may fill the gaps, etc. Determine the tactics you may use to assist the company compete with and surpass its rivals.
52. How do you measure Google AdWords campaign success?
In a B2B campaign, the amount of high-quality leads you generate while retaining a positive ROI is what matters most. Therefore, the campaign’s goal determines if it is successful.
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?
Depending on the kind of keyword you are focusing on, you can achieve a high-quality score in Google AdWords.
- A good Quality Score for branded keywords is between 8 and 10.
- The high-Quality Score for low-targeted commercial keywords is 7.
- The good Quality Score for high-intensity commercial keywords ranges from 7 to 9.
55. How does Quality Score affect ad position and CPC?
The quality score is inversely correlated with the CPC and directly correlated with the ad position. The position will pay more and have a higher salary if the quality score is better.
56. How to increase conversion rates?
The 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 do better-quality ads help your campaign?
The benefits of better quality ads are:
- It decreases the money you need to spend for a click
- Better ad means better ad rank thus increasing the chances for ad extensions
58. Why is the quality of the landing page important for the success of the campaign?
Every campaign-related action you do will be in vain if the landing page is not credible or relevant. Better advertisements, high-quality keywords, and money spent won’t help if the landing page isn’t sufficient to convert visitors.
It ought to be in line with the ad copy and keyword. A poor landing page may guarantee visitors but not sales.
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?
The quantity of clicks your campaign receives is the first sign of campaign success. My second indicator is CTR, which demonstrates the effectiveness of my adverts. The conversion then indicates whether they are beneficial to the company. Indicators like time spent, repeat consumers, etc. are also checked.
61. If you feel your campaign is not producing enough good results, what should you do to fix it?
Make sure everything is in place first. Specifically, is your conversion tracking code correct? Have any negative keywords been added? Are your crucial keywords or advertisements paused? Or a fiscal constraint?
Look for the problem’s location. Do you have trouble acquiring visitors or converting them?
If the landing page is the problem, you should test out various landing pages to see which is most effective.
Try to include more negative keywords if you believe that your visitors are unintended. Examine search patterns for suggestions for negative keywords.
Try to raise your quality score if you need to boost keyword bids but don’t have the money to do so.
Remove keywords with low or no search volume and replace them with pertinent, high-quality keywords if you aren’t receiving enough visitors. If you believe that your exact matching type prevents potential visitors from finding your website, use phrases or broad modifiers.
62. Our highest-performing keywords’ CPC is growing continuously. What can be the reason for this and how to tackle this?
Increased competition as well as a possible decline in your quality score may contribute to an increase in CPC. We can identify the underlying reason.
To determine whether the CPC was typical and whether there are any new players on the market, we can compare auction insights.
If the Quality score has been downgraded, we can investigate this by looking at the historical Quality score in our reports.
63. What is Remarketing?
Remarketing is a targeted strategy that allows advertisers to reach website visitors who did not convert by displaying their adverts to them. Any phase of the purchasing cycle may be experienced by the user. Remarketing campaigns are accessible in Google AdWords for both search and display. Because they are tailored and consequently connect with users more than adverts using other targeting methods, remarketing advertisements have a reasonably high click rate.
64. Does the Google Page Rank of the landing page affect the Quality Score?
The quality score is not related to the Google page rank of a landing page.
65. What is the limit of characters used in a PPC ad?
The headline and the total number of descriptors in a typical ad are limited to 70 characters and a maximum of 25 characters, respectively. 30 characters can be used in the first and second headlines of an extended text ad. An expanded text ad’s description may contain up to 80 characters.
66. What are Search Terms?
The exact words that trigger your ads are called search terms.
67. What is the Impression Share Metric?
The number of impressions divided by the total number of eligible impressions is the impression share (an impression is counted each time your ad is shown). Impression estimation takes into account a number of variables, such as quality, approval, status, etc. Ad groups, campaigns, and product groups can access the data, which can assist you in deciding whether it makes sense to increase your budget in order to reach more individuals.
68. Why is it suggested to keep Display Network and Search Network campaigns separately?
According to Google, distinct campaign settings may be more effective on various networks, therefore the solution may change based on the campaign.
69. What are the advantages of managed placements for advertisers?
By changing your bids for particular spots, you can take advantage of the Google Display Network.
70. What budgetary options exist on Facebook?
On Facebook, there are two types of budgets: daily and lifetime.
Common Social Media Marketing Interview Questions at Porter:
Any strategy for digital marketing must include SMM. These days, every firm needs to grow its brand awareness, web traffic, return on investment, and in-depth knowledge of client behaviour. You must get ready for an SMM interview if you want to pursue a new career or grow in your current one.
This article provides a list of frequently asked Common Social Media Marketing interview Questions at Porter and responses that may be used by both new hires and seasoned professionals to thoroughly comprehend SMM ideas.
I’ve put together the SMM interview question and answer guide to assist you to comprehend the breadth and true intent of the interview questions. Let’s get going.
Q1. What is social media marketing?
The goal of social media marketing is to draw attention to your brand, build buzz around it, increase website traffic, and, of course, boost sales. By interacting with their potential customers online through campaigns on numerous social media platforms, brands may achieve this.
Q.2 What is Web 2.0?
A new way to utilize the World Wide Web.
Q.3 What do you know about AdSense in social media marketing?
A Google tool called Adsense is used in social media marketing to reserve web page real estate for the display of adverts on popular websites. Google offers website owners monetization options so that advertisers can use Adwords to display their advertisements and both can make money.
Q.4 What is a Marketing Mix?
A group of marketing instruments used to carry out a company’s marketing plan.
Q.5 What is No-follow and Do-follow in social media marketing?
No-follow is a technique used in social media marketing and SEO to prevent search engine bots from following or using a hyperlink for ranking, hence lowering the amount of spam on search engines. Do-follow, however, enables search engines to increase the amount of incoming or outgoing connections to a website.
Q.6 Which is the largest social media network in the world?
Q.7 Describe CTR in social media marketing.
The CTR in social media marketing stands for click-through rate and measures how many people clicked on your online ads relative to how frequently they were displayed. CTR = Number of unique clicks/Number of times seen multiplied by 100.
Q.8 What is the major benefit of LinkedIn over Twitter
You will have complete control over who sees your profile.
Q.9 Explain conversion optimization in social media marketing.
Tools and methods used to enhance the amount of website visitors who become customers or make purchases are referred to as conversion optimization. To better focus on the products being marketed to visitors and enhance the number of visitors making purchases, various trials and testing are conducted.
Q.10 What is Pinterest?
Network for pinning your favourite images & videos.
Q.11 Differentiate between CPC and EPC
Cost per click (CPC) in social media marketing is also known as pay-per-click (PPC) pricing and is a term used by Google’s AdWords. In affiliate marketing, the word EPC, which stands for Profits per 100 clicks, is used to calculate affiliate earnings based on the number of clicks they receive in a week or seven days.
Q.12 What do you know about AdSense in social media marketing?
A Google tool called Adsense is used in social media marketing to reserve web page real estate for the display of adverts on popular websites. In order for advertisers to use Adwords to display their advertising on websites and for both parties to be able to make money, Google offers monetization options to website owners.
Q.13 Benefits of using social media
Young individuals can use social networking platforms to explore their interests and connect with others who have similar ones. They can increase understanding of already-held interests while introducing young people to new concepts and ideas.
Q.14 List some popular Keyword Analysis tools
Tools for keyword analysis can be either free to use or cost money when used in social media marketing. Google Autosuggest, Google Trends, and Search Console are free keyword research tools. Tools for paid keyword research include MOZ, Ahrefs, and SEMRush.
Q.15 What do you understand about Quality Scores in social media marketing?
In social media marketing, the term “Quality Score” refers to the rating of the effectiveness of CPC-based advertisements’ headlines, keywords, and landing pages. The effectiveness of the advertisement and the user experience on the landing page has an impact. In an ad auction process, a higher quality score translates into reduced costs and a higher ad rank.
Q.16 How will you address an unapproved ad?
To fix problems in an unapproved advertisement, change it, then resubmit it for approval.
Q.17 Can we use Twitter for social media marketing?
Yes, Twitter is frequently used for social media marketing. You may utilise Twitter to promote your website by employing the top trending hashtags.
Q.18 Can we use LinkedIn for social media marketing?
Yes, you can use LinkedIn for social media marketing to manage the reputation of your business among potential consumers and employees by responding to their queries and comments.
Q.19 What are the social media websites on which a new business should have a presence?
Whether a business operates in the B2B or B2C space depends on the company. Facebook, Twitter, YouTube, and LinkedIn are crucial for B2C marketing.
Q.20 What will enable more retweets on Twitter?
Whether a business operates in the B2B or B2C space depends on the company. Facebook, Twitter, YouTube, and LinkedIn are crucial for B2C marketing.
The time of the tweet, the use of photos and other enlivening graphics all have an impact on how many retweets a tweet receives.
Instead of spending money on advertising, guerilla marketing uses time, effort, and creativity to engage consumers.
Q.21 How to use LinkedIn for marketing?
LinkedIn can be used for marketing by using LinkedIn Groups.
Q.22 Does Facebook Places only accept large brands or companies as it needs big budgets?
No, small or medium-sized companies or brands can also use Facebook Places.
Q.23 Should you interact on LinkedIn under a personal account?
Yes, interaction on LinkedIn should be done under a personal account.
Q.24 Describe white-label social network
A white-label social network is run by a nonprofit though privately.
Q.25 What refers to updates received on Twitter by users?
Tweets is the name given to updates received on Twitter by users.
Q.26 Describe guerrilla marketing
Instead than spending money on advertising, guerilla marketing uses time, effort, and creativity to engage consumers.
Q.27 How will a company increase its following on Facebook if the company has a Facebook page?
The company should use Facebook Groups.
Q.28 What will ensure a relevant audience visits the company’s videos on YouTube?
The company should use relevant keywords and post links on the company’s website or blog
Q.29 Explain micro-blogging
Micro-blogging refers to posting daily blogs though with limited character count posts.
Q.30 Illustrate A/B testing
A/B testing is the process of comparing the performance of two variants of an advertisement or web page in order to determine which one generates the greatest reaction.
Q.31List the social media network in the world which is the largest
Q.32 Incorporating social on a website refers to
It refers to allowing any user to publish content on the website.
Q.33 What does positive conversation mean on social media?
Having greater customer attention is referred to as having a positive social media conversation.
Q.34 How will you manage negative criticism on social media?
Negative feedback on social media entails paying attention to the problem or complaints and then swiftly addressing or fixing them.
Q.35 If a customer posts a complaint on the company’s Facebook page, about their child being sick due to the company’s product, what will you do?
The user should receive an apology from the social media manager, who should also ask for customer contact to rectify the problem as soon as possible.
Q.36 List an online platform to hire freelancers
Elance is an online platform to hire freelancers.
Q.37 List an online platform for funding creative projects
Kickstarter is an online platform for funding creative projects.
Q.38 What will happen if a company is not on social media?
If a business isn’t on social media, anyone can write something bad about it without anyone defending it, which will lead to missed chances and reputation damage on social media.
Q.39 Where should an advertising agency search for new clients?
The firm should monitor social media conversations using keywords related to their industry and conduct keyword searches on sites like Elance, Guru, etc.
Q.40 Which social media is apt for a company dealing in heavy machinery for Airplane manufacturers?
LinkedIn and YouTube are apt for the company’s needs.
Q.41 Discuss social media usage by Eventbrite
Eventbrite enables users to share their events on their social media profiles.
Q.42 What is Yammer?
Yammer is a service for an internal communication network.
Q.43 Which social media should be used for B2b leads generation?
LinkedIn is the most suitable social media platform.
Q.44 Can a company generate leads through a blog?
Yes, a company can generate leads through blogs.
Q.45 How will a company generate traffic through social media?
The company should integrate their website with different social networks.
Q.46 What are the benefits of Social Media Marketing for an organization?
Social media has always altered how customers interact with brands. Social media is recommended as a critical tool for connecting with consumers and potential customers, building relationships with them, and assisting them in the sales process.
Q.47 How should companies measure the success of social media marketing?
The same measures for measuring the success of any other marketing effort are used to determine an organization’s success: traffic, leads, and customers. As a result, counting one’s fans or followers can help one understand their social media reach, but the only way to gauge their success is by tracking the number of visitors their social media campaigns bring to their website, the percentage of qualified leads they generate, and the number of actual customers they turn into.
Q.48 Is social media marketing suggested for B2B or B2C Business?
Both B2B and B2C need social media marketing but in different ways. B2B companies must use social media to communicate important industry content, but B2C companies must concentrate on more lighthearted, humorous social media posts. Social media marketing serves as a method for establishing contact between a company and its clients.
Q.49 How long does it generally take before a company starts seeing results from social media marketing?
As we can see, social media trends are continuously changing, and this depends on a number of factors, including the time and effort that you put into managing your social media marketing efforts, as well as your budget, target audience, strategy, and whether you use sponsored advertisements or not. It’s important to keep in mind that social media marketing is a marathon, not a race.
Q.50 What are some of the most common social media marketing mistakes organizations make?
The worst errors businesses may make when using social media for marketing are inconsistent posting and failing to engage with customers who seek out them. One of the major mistakes businesses make is utilizing social media just to promote their own material, never participating in conversations or adding comments to post that motivate readers to click, like, or share the content.
Q.51 What is social media marketing?
Ans. Social media marketing is the process of getting attention, increasing hype around your brand, increasing the website traffic and of course, sales. Brands can do this by engaging with their potential clients online through campaigns on various social media platforms.
Q.52 What is the scope of social media marketing?
The potential of social media marketing is enormous and it keeps growing. As of 2022, it will have the tenth-largest economy in the world, and most companies invest 15–20% of their marketing budgets on social media marketing.
Q.53 Why is social media preferred as a popular tool for marketing?
Social media is frequently chosen as a strategy for brand marketing because of its enormous reach. Additionally, it is inexpensive and a means of contacting customers everywhere.
Q.54 What do you wish to learn at our company and how do you think you will contribute?
I want to learn about your company’s social media marketing in all its facets (state a particular area in which you are interested if you have any). & want to make a difference in any manner I can. I can pick up new skills quickly, so I’ll be able to assist with the obligations given to me and show that I’m a good team player.
Q.55 Which social media handles do you follow?
I follow well-known marketing accounts like Social Samosa, Mad over Marketing, and Social Media Dissect, to name a few.
Q.56 Do Any favourite social media influencers that you have?
I’m a fan of seasoned social media influencers like Joe Pulizzi, Jeff Bullas, and Neil Patel.
Q.57 What social media platforms should one use for their business?
For their business, one should utilize a variety of social media sites. These include Reddit, Quora, LinkedIn, Pinterest, YouTube, Facebook, Instagram, and Twitter.
Q.58 What is the impact of social media?
Social media has a very strong influence. Social media is so potent that it has the capacity to influence a wide range of human behaviours, including commerce, politics, innovation, culture, and more. It may contribute to increased sales and income in the business world.
Q.59 How can one leverage LinkedIn for social media marketing?
Through smart collaborations on LinkedIn, you may produce high-quality leads, enhance brand recognition, and strengthen customer loyalty. All of this is made possible by the platform’s effective networking.
Q.60 How can you measure the success of a social media campaign?
Through numerous marketing analytics tools like Google Analytics, you may assess and gauge the success of a social media campaign.
Q.61 Which metrics would you use to measure the success of a social media campaign?
The number of conversions, impressions, engagement, reach, bounce rate, volume, and exposure are a few indicators you can use to assess the campaign’s effectiveness.
Q.62 What is the best time to post on social media for high engagement?
According to a thorough study by Instagram, the optimal time to post is between 9 and 11 am.
Q.63 How to improve your Twitter strategy?
Maintaining interaction with users, continuously publishing relevant content, posting at times when users are most active, and experimenting with Twitter ads are a few strategies to enhance your Twitter strategy.
Q.64 How do you do damage control on social media?
Recognize the problem right away and accept responsibility if the brand is to blame. Give the audience your perspective on the events. Prior to making any significant decisions, it is advisable to consult with the legal team.
Q.65 How do you handle negative comments for a brand on social media?
For handling unfavourable comments on social media, online reputation management (ORM) is crucial.
Q.66 How does social media help with SEO?
Despite the fact that social media may not immediately aid in SEO rankings, the links you share on social media might help you generate quality leads and so broaden your brand’s exposure.
Q.67 Why should we hire you for social media marketing?
Respond to this in a diplomatic way. Inform them that you have the abilities and knowledge required for the position. You might also subtly mention that your work speaks for itself and that the organization will benefit from your people skills and expertise if you have a strong work portfolio.
Q.68 What are the KPIs for conversion?
The key performance indicators for conversion in marketing include conversion rate, click-through rate, and sales income.
Q.69 How will you decide which social media channel is profitable for the brand?
Each of the very distinctive social media platforms captures the interest of distinct demographics. Therefore, an analysis and comparison of the brand’s target audience and the social media channel’s demographics are required to determine which social media channel is profitable.
Q.70 List a few common mistakes made by social media brands
Lack of a content marketing strategy, scheduling posts at odd times, underinvesting in ORM, a lack of customer service, and a relaxed approach toward performance tracking are some common errors made by firms.
These are a few questions asked at Porter in a digital marketing interview round you can also research more and prepare other questions related to the role you are applying for. Confidence is a really important tool which can land you a really good job which also pays well. We sincerely hope that our list of SEO, Google AdWords, SMM Interview Questions is useful. To keep you informed, we will frequently update the guide.
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Follow Sudhir Chaurasiya on Linkedin Instagram
Experienced Co-Founder(EDIIFY) with a demonstrated history of working in the e-learning industry. Skilled in Digital Product Management, Marketing Automation, Marketing Strategy, Management, Search Engine Optimization (SEO), Management, Social Media, Social Media Optimization (SMO), and Social Media Marketing. Strong growth hacker professional with a Bachelor of Engineering – B.E focused in Electronics and telecommunications from the University of Mumbai.