What is Adwords?
Adwords is the system that Google has designed to assist in marketing product or services in Google search engine and its affiliated sites.  It will place a text ad that appears when people search for phrases associated to your offering.

How Google AdWords work?
AdWords work on bidding system if the bidding price is higher your ad will appear on top of the Google page.  AdWords works on “pay per click” that means you only pay the amount you have bid if someone taps on your ad as a result of a web search.

Why to use Google AdWords?
Google AdWords behave differently to traffic that comes from Google AdWords or “Pay Per Click”. The traffic that comes through surfing often visits the website for information, whereas the traffic via pay per click knows what they are clicking on and what they want to buy.  So, few visitors through AdWords might be more valuable than million visitors.

What is meant by Campaign Management?
Campaign management is a process of creating and managing an advertising campaign for a company on Google AdWords. In this we have to divide the campaign based on AdGroups and select relevant keywords for each adgroups. Manage the ad formats and bidding for keywords etc. Campaign manager overall responsibility is to manage the campaign and provide a Positive ROI.

What is Ad rank?
Ad rank determines your ad position on Google page, and it is determined by your bid for that keyword and quality score.

How does Ad rank impact Cost-Per-Click?
Ad rank plays a huge role in defining the actual cost-per-click that your opponent’s pay, when someone clicks on their ads.  Your CPC can be calculated by following way
Your Price = The ad rank of the person below you/ your quality score + $0.01
What gets entered into a Google Account?
Once the advertisers determine the keywords that they want to bid on, Google will enter a keyword from your account which is most related into the auction with the maximum bid specified as well as the associated ad.

What is Google Quality Score?
Google’s quality score determines how beneficial and relevant your ad is to the user, based primarily on your ad’s CTR, quality of your landing page and keyword relevance.  Higher quality score keywords will save your money and earn better ad ranking.

What do understand by Quality Score?
Quality Score is a metric which is calculated for each keyword between 1 to 10. The QS defines the quality of keyword compared with Ads and Landing Page. This metric is used to calculate the AdRank, which is used to calculate the ad position.

What is the impact of Quality score on CPC and Ad Position?
Quality Score is inversely proportional to CPC and Directly proportional to Ad Position. That means higher QS means lower cost and higher position.

What are the Factors which affect Quality Score?
Quality Score depends on the following metrics
  • CTR of the Keyword
  • Relevance of Keywords and Ads
  • Landing Page Quality
  • Historic Account Data

What is an ad group in Google Adwords?
Ad group is a container of your keywords, advertisements, and landing pages.  Google rewards advertisers who prepare Adword campaigns with tightly structured ad groups. It’s not advisable to include all your keywords into the single ad group, but to organize keywords into themes.

What is conversion optimizer in Adwords?
Conversion Optimizer is a tool used by Google Adwords for bid manipulation and decides which clicks on the ad will be valuable.  It can help you to return maximum on your investment.

Mention some of the Google Adword Ad Extensions?
Different ad extension can enhance the increase in traffic.  Some of the common Ad extensions used in adwords are
  • Sitelinks
  • Call Extensions
  • Location Extensions
  • Social Annotations
  • Seller ratings
  • Mobile app extensions
  • Offer ads
  • Communication Ad
  • Review extension
  • Image and drop-down navigation Ad extension

What is meant by Price Extensions?
Price extensions is a now format of extension, to display the price of the relevant products.

How you can improve conversion rates?
By creating ads which match perfectly with keywords and creating tightly themed ad groups so we can get targeted users to best landing page. Also by improving the Landing Page quality we can improve the conversions.

What is the limit set for the number or characters for Adwords ad?
Limit for Adword is
  • Description line 1st: 25 characters
  • Description line 2nd: 35 characters
  • Destination URL: 1024 characters

What is the meaning of CTR and how you can calculate?
CTR stands for Click through rate that tells the number of visitors visited on your ad on the web page. The formula for calculating CTR is
Number of click / Number of impressions X 100
These will give you an answer in percentage like what percentage of customers have viewed your ad.

What are the type of Keywords?
There are no specific types for Keywords however they are classified on the basis of how likely is going to be clicked by visitors
Research Keywords: It tends to contain one or two words – Tea
Consideration: It tends to contain two or three words – Green Tea
Purchase: It must have more than three words – buy loose green tea
Loyalty: This must be shorter- Starbucks

What is Google Ad API?
Google Ad API is designed for representing large, tech savvy advertisers and third parties. It allows developers build an application that directly interacts with Google Adwords server.

What all things can be done using Google Ad API?
With Google Ad API, you can build an application that can do following things
  • You can automatically generate keywords, ad text, custom reports and landing pages
  • Develop additional applications and tools to help you manage accounts
  • Synchronize Adwords data with your inventory system to manage campaigns based on stock

How you can track conversions in Google Adwords?
In Google Adwords, conversion tracking can be done in following ways
  • Tracking purchases by involving basic tracking code provided by Adwords and modifying it with additional code unique to your particular e-commerce platform
  • View-through conversion window options tracks when a person sees your ad but does not click it (impression)
  • By enabling your ad rotation setting to optimize for clicks, meaning that Adwords will serve the ads it feels are likely to be clicked
  • By accessing search funnels inside tools and analysis, you can also know when customers clicked on your ad for the first time and how frequently they saw your ad before converting.

What are the other two options for bidding other than CPC?
Other than CPC the other two options are CPM (Cost per Thousand Impression) and CPA (Cost Per Action).

What is Google Publisher Tags?
GPT is an ad tagging library to dynamically build ad requests. GPT takes key details from you such as ad unit code, ad size, and key-values, builds the request, and displays the ad on web pages or mobile apps. It is used for tracking purpose.

What is difference between direct marketing and branding?
In a direct marketing campaign the advertiser is interested to target the audience who are most relevant to the business. The major metric to consider in this type is conversion rate, which explains about ROI. Most common campaign types are Search Network Only, Shopping Campaigns, Dynamic Search Ads etc.
In Branding campaign, an advertiser needs exposure of his brand on major sites and applications. The most popular methods are Display Ads, Remarketing, Youtube Ads and custom ads target.

Which settings cannot be changed after the AdWords account is created?
Time Zone and Currency cannot be changed after account creation.

What is Invalid Click and How Google determining the invalid clicks?
Invalid clicks are the fake clicks, unintentional and malicious software clicks. Google has a sophisticated mechanism and algorithms to automatically detect and filter the invalid clicks from user account.

What are PLA Ads?
PLA stands for product listing ads. This ad strategy is used to advertise products ads on Google search and partners. This campaign is also called as Shopping campaign mostly used by E-commerce websites.

What is meant by Converted Clicks?
Converted clicks is a metric which tracks the total no of clicks which resulted in conversions. This metric is deprecated by Google.

What is Remarketing Audience and how to generate this list?
Remarketing audience are the users who visited our website. Using Google Remarketing tag in our website, we can add the users as our audience list.

What is meant by Search Queries?
Search queries are exact keywords for which your ads were triggered.

What is Google MCC?
Google MCC (My Client Center) is a very useful tool for marketing experts and third parties. It helps you to handle multiple Adwords accounts easily from a single location.
Its advantages are:
  • View relevant information of all linked accounts in one single dashboard
  • Track performance, find accounts, manage budgets
  • Manage all accounts very efficiently using the alerts-summary page, which displays all alerts for linked accounts
  • Generate reports across multiple client accounts
  • Manage separate billing for each client.

What are the types of Keywords?
There are few types of keywords
Broad Match: in this category keywords show for search similar phrases and relevant variations, including synonyms, singular and plural forms, possible misspellings, stemming (such as floor and flooring), related searches, and other relevant variations.
Exact Match: this will show you exact phrase, or close variations of that exact phrase on search
Phrase Match:  it will show you on searches that include the exact phrase, or close variations of that exact phrase, with additional words before or after.
Broad Modifier: it will show for searches that include your broad match keyword or close variations of your broad match keyword.

Negative Keywords: it will not show on the result and save you’re lost of money
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