🚀 Digital Marketing Interview Questions With Answers Part-3

🔎 PPC Search Ads

21. What is PPC?
PPC Pay-Per-Click is a digital advertising model where advertisers pay a fee each time someone clicks on their ad.

Popular PPC platforms:
- Google Ads
- Meta Ads
- LinkedIn Ads

PPC helps businesses:
- Generate instant traffic
- Increase leads and sales
- Target specific audiences
- Measure campaign performance

It is widely used for search, display, shopping, and social-media advertising.

22. What is the difference between CPC, CPM, and CPA?
CPC Cost Per Click
Advertisers pay whenever a user clicks on the ad.

Best for:
- Website traffic
- Lead generation

CPM Cost Per Mille
Advertisers pay per 1000 ad impressions.

Best for:
- Brand awareness
- Reach campaigns

CPA Cost Per Acquisition
Advertisers pay only when a specific action happens.

Examples:
- Purchase
- Signup
- App install

Best for:
- Performance marketing
- Conversion-focused campaigns

Each pricing model serves different marketing objectives.

23. What is ROAS?
ROAS Return on Ad Spend measures the revenue generated from advertising compared to the amount spent.

Formula:
ROAS = (Revenue)/(Ad Spend)


Example: If a company spends ₹10,000 on ads and earns ₹50,000 in sales:
ROAS = 5

This means the business earned 5 times the advertising cost.

Higher ROAS usually indicates better campaign performance.

24. What is Quality Score in Google Ads?
Quality Score is a rating given by Google Ads to measure the quality and relevance of keywords and ads.

It is based on:
- Expected CTR
- Ad relevance
- Landing page experience

Quality Score ranges from 1 to 10.

Higher Quality Score helps:
- Reduce CPC
- Improve ad rank
- Increase ad visibility

Good ad copy and optimized landing pages improve Quality Score.

25. What are negative keywords?
Negative keywords are words or phrases that prevent ads from appearing in irrelevant searches.

Example: If you sell premium shoes, you may add:
- “cheap”
- “free”

as negative keywords.

Benefits:
- Reduce wasted ad spend
- Improve targeting
- Increase conversion quality
- Improve campaign ROI

Negative keywords are important for PPC optimization.

26. What is ad rank?
Ad Rank determines the position of an advertisement on the search results page.

It is influenced by:
- Bid amount
- Quality Score
- Ad relevance
- Expected impact of extensions

Higher Ad Rank increases the chances of appearing at the top of search results.

27. What are responsive search ads?
Responsive Search Ads RSAs are ad formats in Google Ads where advertisers provide multiple headlines and descriptions.

Google automatically tests different combinations to find the best-performing ad.

Benefits:
- Better optimization
- Higher CTR
- Improved ad relevance
- More flexibility

RSAs use machine learning to improve performance over time.

28. What is remarketing / retargeting?
Remarketing or retargeting is a strategy used to show ads to users who previously interacted with a website, app, or product.

Examples:
- Showing ads to users who visited a product page
- Reminding users about abandoned carts

Benefits:
- Higher conversion rates
- Better brand recall
- Improved customer engagement

29. What is geo-targeting?
Geo-targeting is the practice of showing ads to users based on their geographic location.

Businesses can target:
- Countries
- States
- Cities
- ZIP codes
- Nearby locations

Geo-targeting improves ad relevance and reduces unnecessary spending.

30. What is the difference between Search and Display Network?
Search Network
Ads appear on search-engine result pages when users

search for keywords. 

Example: Google search ads.

Best for:
- High-intent users
- Leads and conversions

Display Network
Ads appear on websites, apps, and videos.

Examples:
- Banner ads
- Image ads
- Video ads

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