PPC ads

Question 1

How many text Ads should I have for each Ad group?

Answer 1

3 Text Ads ( Expanded Text Ads won’t exist past june 2022)

Question 2

What are KPI’s?

Answer 2

KPI’s are values/attributes/data that you can measure to show progress. It can be used for business, marketing or just life. Example: A dentist that measures how many appointments have been made per month so the KPI would be “leads/appointments made per month”. KPI’s are basically stats like how stats are used for sports.

Question 3

When boarding a client, ask…

Answer 3

What’s their biggest seller, what’s their unique selling point?
Who is your biggest competitor?
Where are your customers located?
What types of things do you sell?
What types of things do you NOT SELL but people THINK YOU DO?

Question 4

What to do with the campaign when conversion tracking isn’t working?

Answer 4

NEVER EVER start a campaign or let a campaign run without having conversion tracking set up. DO NOT run the campaign without it. If conversion tracking is messing up or being weird then pause the campaign and talk to the client and say you will figure it out and that the campaign will stay paused until it gets worked out.

Question 5

Basic AD copy template?

Answer 5

Headline 1/ keyword, headline 2/incentive or angle, headline 3/CTA, Description 1/ main selling point, Description 2/ supporting info and call to action. Have CTA at the end of description 2 but not the whole description. Try to use at least 60 of the 90 characters in the description boxes.

Question 6

How many text ads to have?

Answer 6

3 text ads to a/b split test

Question 7

What to add to keyword columns?

Answer 7

Add quality score, quality score hist, landing page experience hist, ad relevance hist, search impression share.

Question 8

With smaller accounts ( Under 1000$/month ), Should you focus on campaigns more or ads groups more?

Answer 8

Focus on ad groups more because campaigns add up very quickly and can burn through the budget too fast

Question 9

What can you do to improve quality score?

Answer 9

Testing new Ad Copy, Have a more dedicated and optimized landing page, make sure ads are relevant, set appropriate bids.

Question 10

What to do if impression share is being impacted by budget?

Answer 10

Talk to the client about increasing the budget or explain to them that the results will limited by the budget

Question 11

How often will you split test for smaller accounts?

Answer 11

Due to the smaller budget, you should only do split testing about once or twice a month OR when the campaign gets the 100 clicks

Question 12

Who handles the billing?

Answer 12

The customer/client ALWAYS handles the billing, NEVER put your billing info into someone else’s account… EVER

Question 13

When should you use an clients website as a guide?

Answer 13

You can use website as a guide to structure account SOMETIMES, only when its good structure

Question 14

How to Calculate ROI?

Answer 14

(Revenue - Cost)/Cost x 100 = ROI%

For Ex. ($10,000 - $5,000)/$5,000 x 100 = 100% ROI
& For Ex. ($8,263 - $5, 839)/$5, 839 x 100 = 41.5% ROI

Question 15

What KPIs do you focus on or is the most important?

Answer 15

There’s no right answer but…

First things first, It varies from business to business. For examples, big businesses and brands like McDonalds or Tesla may spend millions on brand awareness campaigns. These campaigns are usually done with display, Instagram, Facebook or even old school ways like TV. When doing that, Impressions seems to be the KPI that is looked at most. Another big one could be Engagement specifically for social media platforms.

If it’s a ecommerce type of client, like one that sells lamps, or wallets… If they send $100,000 to get just $24,000 in revenue then that would be bad. For a ecommerce client the most important KPI’s may be CPA.

Usually, the most important thing to a business is ROI.

There’s a argument for clicks to be the most important KPI but a bunch of clicks that doesn’t lead to money for small business. Maybe it is god for big brands but small businesses and ecommerce brands usually care about ROI.

I would say if I had to name the most important KPI’s on a usual bases I would say:

1. Quality Score
2. CPC
3. Conversion Rate (CPV)
4. CPA
5. Clicks
6. Budget Attainment
7. Lifetime Value

Since ROI is usually the most important, especially for small business and ecommerce brands, I would say getting the most people for the lowest CPC who convert the most.
To keep CPC low, the easiest way is to improve the quality score. That also affects the conversion rate, giving us a better CPA. A high CTR is important but it won’t help much is we can’t get any leads or customers. After we solve that, then next important is definitely clicks because we do want traffic.

Then, It’s budget Attainment or budget pacing. If the budget isn’t being spent, then we can work on increasing the bids but If we are on track with spending, the question becomes are we spending it efficiently.

Last I would say Lifetime Value, especially for ecommerce and similar things. Seeing how much a customer is worth throughout is a good indicator of ROI.

Question 16

What publications or blogs do you follow?

Answer 16

Google Ads Blog, Digital Marketer, Search Engine Journal, PPC Hero, Wordstream’s Blog

Question 17

What kind of Google Ads reports do you use?

Answer 17

Whatagraph

Supermetrics

Question 18

What kind of budgets have you worked with?

Answer 18

Just be honest. For me, say “I’ve worked with accounts that spend less than 1,000 dollars a month which I’ve used to improve & sharpen my skills. I look forward to using this experience to work on larger, more complex accounts and hope to gain more expertise going forward in a career I’m passionate about.”

Question 19

What are Google Search Partners?

Answer 19

Sites in the Search Network that partner with Google to show ads and free product listings. It could be other search engines like Bing, Ask.com or products Google Images or Google Shopping. Also search results and product pages like Amazon, Walmart, Target.

Question 20

Where Do You See Yourself in 5 Years?

Answer 20

Say “I see myself growing in a PPC Role to the point where you are managing a team of junior analysts, moving up in the company, expanding my skills and technique from learning and soaking up knowledge like a sponge everyday. “

Question 21

Are you familiar with Kenshoo, Salesforce, Marin, etc? What are they?

Answer 21

Yes I am. I haven’t use them much outside of just practicing with the interface. Kenshoo & Marin are Ad management software that help especially with Large accounts. Salesforce is a Customers Relations Management Tool.

I DON’T NEED TO KNOW THIS SHIT I WILL USE WHICH EVER ONE THE AGENCY USES.

Question 22

How is Bing different from Google?

Answer 22

It’s NOT. It’s different platforms but the principles are the EXACT SAME! Bing tends to target older people (basically old people that can’t use the internet… or technology in general haha).

Question 23

How Do You Forecast Ad Spend?

Answer 23

In simplest terms, you know that if your client’s main keyword had a click cost of $2.00 and you want to try and get 200 clicks a week, their weekly budget should be $400.00. So basically, It’s how much budget is needed to get the required or desired results based off the keywords being used in the campaign.

You want to look at the search volume for their terms in their location to get a sense of the most possible money they could spend every week and work with the client to determine what the best strategy is.
For instance, you might get someone who wants to spend $300 a day on their local business but the search volume is really, really low, so the wouldn’t be able to spend that.

You might also get some small business owners who are trying to keep their costs down and only want to spend $10 a day without realizing their click costs are $5.00, meaning they would only get 2 clicks a day. That is when you have to discuss this with a client.

This is what pacing sheets are for.

Question 24

What Impacts Quality Score? How Do You Improve It?

Answer 24

What Impacts Quality Score?
Answer: Expected CTR, Ad-Relevance & Landing Page Experience. When either of these (or sometimes all of these are messed up) it leads to a bad quality score and then increases the cost of bids which ruins the efficiency of the campaign. Proper account structure pretty much eliminates having a “bad” quality score. If an account is set up right, with tightly themed ad groups that only have really congruent keywords, serving congruent ads that also contain the keyword, leading to a landing page that also speaks to the keyword, then quality score should be high.

How Do You Improve It?
Answer: Improving the score requires a review of the entire account to make sure it is setup right, and that the landing page is of good relevant quality. Click Through Rate plays a part, so you may also want to adjust bids. But it’s better to ensure the ad copy is relevant first.

Question 25

How Would You Set Up a Client’s Google Ads Account?

Answer 25

I talk with the client to fully understand their business. I ask them about their unique selling proposition, what they are struggling with, what their most profitable and least profitable products are, their previous experience advertising online, and what kind of goals they have.

When I setup the account I typically reflect the client’s website structure if it is well organized. If it isn’t I adjust it to use keywords that are going to bring in the most valuable visitors.

I set up the location targeting right and exclude locations with similar names and other things that can mess up targeting. I set up the time that ads run, especially if the business has times that it runs like a lot of brick and mortar businesses do.
I also set up a basic negative keyword list to get started but I will use the search terms later to add negative keywords in the future but it’s good to get the easy ones out the way.

I ensure the ad groups and keywords are tightly themed to ensure the most relevant and congruent ad copy to visitors.
I use Phrase Match when setting up accounts. Broad Match Modified would have been used in the past. Once a campaign has been running a little while I will analyze the exact match data on the term and if it is outperforming other long tail searches then I’ll build it out it’s own exact match ad group.

(Mention that you understand Phrase Match will be phasing out Broad Match modified but that both are preferable to broad match or exact match)
I also use the matched search query as a discovery tool to see if there are any good terms I hadn’t thought of. And if I find them I will build them out into their own ad group.
I build out 3 to 4 ads per ad group and split test them regularly. I use Google Optimize to determine the significance of variations between the ads in the split test before determining a winner.

Once I find a winning ad I will start creating variations on that ad and testing them. I then reduce the number of ads in the ad group to 2 so the ads serve faster.
I also look to create Sitelinks and other Ad Extensions relevant to the client’s business. The extensions also make the Ad appear bigger so it is more visible. I also utilize Dynamic Keyword Insertion in ad testing.

I look at dimensions to see if there are any times of day that are underperforming noticeably and turn those ads down or off.

I check to make sure the keywords and match types are set up properly. Using broad match will blow up the budget and give us bad clicks for sure.

I also look at the device targeting to see if there is a major difference in performance between mobile and desktop and adjust accordingly.
For CTR I do A/B split testing of ads. I make sure that campaigns are segmented by location so location specific ad copy can be run and we can have more control over the budgets.