PPC Interview Questions

1. What is Google’s Quality Score and what role does it play in ranking?
While I do not expect Google’s textbook answer,, I am hoping the candidate understands the basic concept behind QS (clickthrough rate + other factors) and that QS is part of the Ad Rank formula where:

Ad Rank = CPC bid X Quality Score.

Their ability to explain Quality Score and Ad Rank to me in plain English is something I pay very close attention to.

Quality Score for Google and the search network is a dynamic metric assigned to each of your keywords. It’s calculated using a variety of factors and measures how relevant your keyword is to your ad group and to a user’s search query. The higher a keyword’s Quality Score, the lower its cost-per-clicks (CPCs) and the better its ad position.

 2. What is ‘Quality Score’ and how is it calculated?
The AdWords system calculates a ‘Quality Score’ for each of your keywords. It looks at a variety of factors to measure how relevant your keyword is to your ad text and to a user’s search query. A keyword’s Quality Score updates frequently and is closely related to its performance. In general, a high Quality Score means that your keyword will trigger ads in a higher position and at a lower cost-per-click (CPC).
Detail: http://adwords.google.com/support/bin/answer.py?answer=10215

3. Our company brand is called “red widgets.” However, we also rank first organically for our brand “red widgets.” What PPC strategy would you propose for the keyword “red widgets” and why?

This question looks at the candidate’s logic as well as their experience with branded keywords. Some good answers:

“Depends on the aggregate ROAS for both the organic and paid campaign. If we have a better return overall when Adwords is running, then go for it.”

“I would probably run a paid campaign because it is a brand keyword. Some studies I have read showed that running a paid campaign for brands acts a double reinforcement of the brand.”

There is no ‘correct’ answer that fits all industries or situations, but if you’re interested, read Jon Mendez’ case study on buying branded keywords

4. Our company has 5 million keywords. How will you manage an account this size?

An open-ended competency question. Automation of mundane tasks and increasing productivity is a major focus at my company. All of our search marketers are dedicated to sourcing and trialling new tools and finding ways to be more time-efficient.

Usually the interview candidate will refer to bid management tools, but what I’m looking for here is their PPC toolset experience (keyword tools, web analytics tools, inventory management tools, etc.) as well as their opinion.  We like opinionated, articulate people. Tell me why 5 million keywords are stupid. Or how you’d manage them on a tiered basis of top performers, has-potential, and dead wood.

Another example: A candidate brought up the differences in in-house Google APIs and using Adwords Editor , which suggested to me she had experience in managing accounts with significant keyword inventory.

5. I am advertising for “red widgets” but I’m concerned about the increase in costs. What should I do?

Believe it or not, some candidates tend not to ask further questions and launch straight into a very long, complex solution. What would you do if your boss gave you too little information? Was it an increase in CPC or CPA? Have competitors begun a bidding war? Did you turn on broad/phrase/exact matching. Do you have negative keywords?

If the question seems a bit vague or brief, ask the interviewer more questions to clarify!

My favorite response was the cheeky candidate that said: “If all else fails, reduce the budget by $400K and hire 3 developers and a dedicated SEO guy.”

6. Let’s pretend that I’m from a competitor who is buying the same trademarked keyword that your department owns. Despite a polite email, I have refused to stop bidding on your trademarked term. What steps do you take?

In our organization, trademark infringement is an issue that rears its ugly head every now and then.

This question tests not only candidate knowledge on Google’s trademark infringement policy and best practices for bidding on a competitor’s keywords, but also their conflict resolution skills. I usually choose to be an obstinate and prickly competitor that refuses to back down.

This final roleplay question can often get heated or weird, but is the ulterior goal is to simply test their conflict resolution skills.

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