Top 42 Google AdWords Interview Questions and Answers for 2024

Top 42 Google AdWords Interview Questions and Answers for 2024

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Syed Aquib Ur
Syed Aquib Ur Rahman
Assistant Manager
Updated on Jun 12, 2024 20:07 IST

These Google Ads interview questions will be adequate to help you in preparing for your upcoming interview in 2024. Even if you are a fresher who is aspiring to learn about paid ads, you will quickly grasp the main ideas and apply them. While those experienced can simply brush on the topics. Read on!



SEM specialists are highly valued all over the digital marketing landscape. The massive demand is obvious as top organizations and SMBs are ready to pay $$$ and upwards on Upwork or Fiverr across various industries.  If you have acquired a certificate from any Google Ads course, the next step is to prepare for the interview or pitch. 

Top Google AdWords Interview Questions and Answers

Q1. Explain how Google AdWords work?

Ans. Google AdWords, now Google Ads, works on the basis of a bidding system, where the bid price and quality score determines if an ad will appear on the top of the Google page. The higher the bid and quality score, the better are the chances of an ad being on top.

Q2. What is Quality Score?

Ans. Quality Score is the rating given by Google based on the relevancy of keywords used and the PPC ad design. It is based upon multiple factors like CTR (click-through rate), keyword relevance, landing page quality and relevance, ad text relevance, and performance of previous ads.

Q3. Why do you think PPC is important in digital marketing?

Ans. PPC is important in digital marketing for the following reasons:

  • You can reach the right customer at the right time.
  • PPC shows results quickly as compared to organic campaigns.
  • PPC can be effective in advertising odd products that are difficult to find easily.

Q4. Should PPC be used by big brands only?

Ans. No. All brands can get the most out of PPC. It all depends on finding the relevant, targeted, high-intent keywords that will work effectively.

Q5. What is Ad rank?

Ans. Ad rank is your position on the Google page and is determined by Quality Score.

Q6. How does ad auction work on Google AdWords?

Ans. Ad auction runs billions of times each month and the most relevant ads are shown to the users based on what they are viewing.

Q7. What are the various Google AdWords extensions?

Ans. There are different types of extensions that can be used to increase traffic. Some of the common ad extensions are site link extension, callout extension, structured snippet extension, call extension, message extension, location extension, affiliate location extension, price extension, app extension, review extension, and promotion extension.

How Does Google Ads Generate Responsive Search Ads?
How Does Google Ads Generate Responsive Search Ads?
Google Ads generates Responsive Search Ads by using machine learning algorithms to automatically create and optimise ad combinations based on the advertiser’s input.
Why do Search Ad Extensions Matter?
Why do Search Ad Extensions Matter?
Search ad extensions help a business increase visibility by informing more about its USPs. Learn more.

Q8. What is the character limit for an AdWords ad?

Ans. Headline 1 – 30 characters.

Headline 2 – 30 characters.

Description Line – 80 characters.

Q9. Which settings cannot be changed after creating an AdWords account?

Ans. Time zone and currency.

Q10. What should be the ideal quality score for AdWords?

Ans. Google benchmarked 5 and above as the ideal quality scores for best results.

Also Read>> Digital Marketing Online Courses To Learn Digital Skills

Q11. What is CTR and how to calculate it?

Ans. CTR (click-through-rate) is used to measure the success of an ad. To calculate CTR one can use the formula: number of clicks/number of impressions X 100 = CTR.

Q12. What is the difference between clicks and impressions?

Ans. Every time a user views the ad, it is called an impression (whether a user clicks on the ad or not), whereas a click is considered when the user clicks on the ad.

Q13. What are the different types of automatic bidding strategies?

Ans. The different automatic bidding strategies in AdWords are:

  • Maximize clicks – automatically adjusts bid to get as many likes as per the budget.
  • Target search page location – automatically sets bid to increase the chances of an ad getting displayed at the top of the google search page or on the 1st search page.
  • Enhance CPC – automatically adjust bids to maximize conversions.
  • Target out ranking share – the automatic setting of bids to outrank a domain and how often.
  • Target CPA – automatically sets bid to get the maximum conversions as per the target CPA.

Q14. What is the use of Conversion Optimizer?

Ans. Conversion Optimizer in AdWords is a tool that manages bids at the keyword level and decides which clicks on the ad will be valuable, leading to higher ROI (return on investment).

Q15. What are the targeting options in Search network ads?

Ans. Keywords, demographics, interests and topics, and placements.

Q16. What are the targeting options in Display ads?

Ans. Remarketing, demographics, interests and topics, placements, and auto & manual.

Find out more Digital Marketing courses

Q17. What are the different types of access levels in AdWords?

Ans. The different types of access levels are email access, read-only access, standard access, and admin access.

Q18. What is ad rotation?

Ans. When there are multiple ads within an ad group, the ads will rotate as only one ad at a time can be shown from a single account.

Q19. What is Google Ad API?

Ans. Google Ad API is designed for large, tech-savvy advertisers, and third parties. It allows developers to build an application that will interact directly with the Google AdWords server.

Q20. How can you track conversions in Google AdWords?

Ans. Tracking conversions can be done using the basic tracking code provided by AdWords and modifying it with additional code unique to a particular platform. The view-through conversion window option tracks when a person sees your ad but does not click it.

You can also access the search funnels inside tools and analysis, where you can know when customers click on an ad for the first time and how frequently they saw your ad before getting converted.

Q21. Explain the difference between CPM, CPC, and CPV bidding?

Ans. The differences between CPM, CPC, and CPV are: 

Cost Per 1000 Impressions CPC stands for Cost Per Click Cost Per Acquisition
It is the amount advertisers pay per thousand impressions received, irrespective of the number of clicks received Advisers pay for each click. Advertisers pay for each unique user view of an advertisement or website.

Q22. Explain IP Address exclusion in Google AdWords.

Ans. The IP address exclusion enables users to manually enter the IP addresses of those users who they don’t want to see their ads. All those addresses that are added to the list will not be able to see your ads. It is usually done on particular networks that are not likely to be used by potential customers.

For example, those working at your company regularly check your website’s organic search results, where your ads sometimes show. They can be excluded using IP address exclusion. 

The IP Address exclusion feature lets you exclude up to 500 IP addresses per campaign.

Also Read>> Top Free Digital Marketing Courses and Certifications from Google

Q23. Explain the search term report in Google AdWords?

Ans. Search terms are the exact words that trigger your ads. With the search terms report, you can see how your ads performed when triggered by actual searches within the search network. It shows the list of queries that are getting visitors to your website. It also helps in identifying new search terms with high potential as well as new negative keywords.

Q24. What is the difference between managed and automatic placements?

Ans. Both automatic and managed placements are a part of the Display network. With managed placements, marketers can choose from various options in which you want to show your Google AdWords ad. These options include specific websites, locations, videos, apps, etc.

For example, if there is a particular that ranks well for a group of your targeted keywords, then you can choose to show your Ads only on those pages.

In automatic placements, you don’t get options to choose from and it shows your ads automatically. 

Q25. What are the different types of keywords?

Ans. The different types of keywords based on how likely it is going to be clicked by visitors are: 

  • Research Keywords: It consists of one or two words. 
  • Consideration: It has two or three words.
  • Loyalty: It is usually short.
  • Purchase: It contains more than three words.

Read about types of keywords to explain this Google Adwords interview question.

Q26. What are the different sizes of display ads?

Ans. The different sizes of display ads are:

Type Square and rectangular image ads Leaderboard image ads Skyscraper image ads
Size For square: 200*200, 300*300


For rectangular: 300*250

728*90, 468*60 160*600, 300*600

Q27. Explain the different types of billing strategies?

Ans. The different types of billing strategies are: 

Automatic billing Manual billing Monthly invoice
Automatically increases the billing based on your ads. Billing is done manually. You accrue costs and receive a monthly invoice.

Q28. What is Keyword Insertion? What are its different types?

Ans. Keyword Insertion enables marketers to automatically update their ads with the keywords in an ad group. This helps in making your ads more relevant to the user searching for what you offer.

The different types of Keyword Insertions are: 

  1. Title case: The first letter of all keywords will be capitalized. 
  2. Sentence case: Only the first letter of the first keyword will be capitalized.
  3. Lower case: No letters will be capitalized.

Q29. Give some reasons why keyword insertion might not be working.

Ans. The following are some of the reasons why keyword insertion might not be working:

  • The ad contains more characters than the specified limit
  • Inserted keywords don’t make sense
  • Incorrect grammar
  • Misspelt keywords
  • The landing page doesn’t work 
  • Dynamic Search Ads

Q30. How can you improve your ad position in Google AdWords?

Ans. One can improve the ad position by the following methods: 

  • Improve the quality score
  • Use search terms as keywords
  • Increase the bid
  • Focus on ad relevance
  • Work on relevant ad extensions
  • Focus on improving the website
  • Improvise landing pages and ensure you have different landing pages for different ads
  • Use the keyword tool

Q31. What is the maximum length of the destination URL?

Ans. The maximum length of a destination URL is 1024 characters.

Also Read>> Powerful Steps and Tips to Start a Career in Digital Marketing Industry

Q32. What are the different types of keyword matches in Google AdWords?

Ans. The five different types of keyword matches are: 

  1. Broad match: It is the default match type that all your keywords are assigned. With broad match, your ads reach as many viewers as possible. Your ads may appear on searches that include misspellings, synonyms, and related searches. So if your keyword is “hats,” someone searching for “sun hats” might see your ad.
  2. Broad match modifier: It is similar to the broad match. The only difference is that it shows ads in searches that include the words with a plus sign “+” or close variations of the “+” terms. Example: +hats
  3. Phrase Match: Ads will appear on searches that match a phrase, or close variations of that phrase.
  4. Exact Match: Ads will be shown only to those users who exactly search for your keyword.
  5. Negative Match: Choose when your ad should not be shown with the help of a negative match. For example, if you are showing ads about selling kitchen towels and don’t want visitors who look for bathing towels, use “bathing” as your negative keyword.

Q33. How can you improve the landing page quality in Google AdWords?

Ans. We can improve the landing page quality by the following methods:

  • Strong headline
  • The landing page should be relevant to the ad text and keywords 
  • Original content
  • Quality content
  • User-friendly
  • Visual images 
  • Page load time
  • Follow Google guidelines

Q34. What are some of the ways to increase conversion rates in Google AdWords?

Ans. Conversion rates can be increased by the following methods: 

  • Focus on the right keywords
  • Keep your Adwords profile organized
  • Create ads that match your keywords 
  • Focus on quality score
  • Improve your landing page
  • Use negative keywords

Q35. What is Remarketing?

Ans. Remarketing is a method that helps you connect with people who visited or interacted with your website or mobile app. There are two types of remarketing: 

  1. Standard Remarketing: It shows an ad to your past visitors as they browse the display network websites and use display network apps.
  2. Dynamic Remarketing: It shows ads to those people who visited your website for a particular product or service.
  3. Video remarketing: It shows ads to people who have interacted with your videos or YouTube channel. 
  4. Customer list remarketing: In this, you can upload lists of contact given by your customers. When those people are signed into Google, you can show them ads. 

Q36. Define frequency capping in Google Ads. Where can you use them?

Ans. It is a Google Adwords feature that restricts the number of times an ad appears to a person on the web.  

For an advertiser, there are two ways to use them:

  1. Display campaign – With it, the advertiser can limit the number of impressions of a campaign for the person. It can be daily, weekly or monthly. 
  2. Video campaign – For video campaigns, the frequency cap can be set on the number of impressions or views. 

Q37. What is ROAS? How do you calculate it from Google Ads?

Ans. ROAS is the acronym for Return on Ad Spend. It is a marketing metric that calculates the revenue for each amount a business spends on advertising. It is similar to the concept of return of investment (ROI). Basically, it is an indicator of how well the ad performs.

It is calculated as 

ROAS = Total Ad Revenue / Total Spend

Ideally, the result should be twice or more than they spend.  

Q38. How do you estimate impression share for a Google ad?

Ans. An impression share is calculated with the formula mentioned below:

Impression Share = Impressions / Total Eligible Impressions

Q39. How is Google Adwords different from Google Analytics?

Ans. This is one of the most common Google Adwords interview questions.

Google Adwords Google Analytics
Tracks clicks even when the same person clicks the ad multiple times Tracks visits but the separate views of an ad by the same person is recorded as one visit. 
When a visitor clicks on an ad but hits the stop button, Google Adwords still counts it as a click.  In the same scenario, Google Analytics will not count it as a visit. 

Check out Google Analytics courses

Q40. Mention some advantages and disadvantages of bidding on competitor brand names. Also, tell us when you should avoid doing that.

Ans. Answering this Google Adwords interview question will highlight your previous experience to the recruiter. Try making your answer as detailed as possible when you answer it. 

Some advantages are:

  1. It can increase brand awareness.
  2. It is cheaper and less competitive

The disadvantages are:

  1. It can lead to low CTR
  2. Bidding can become more expensive for both brands 

Here are situations when bidding a competitor brand name is not preferable

  1. Bidding on the wrong competitor
  2. Bidding on mobile

Q41. Name some of the benefits of Dynamic Search Ads.

Ans. Dynamic Search Ads are necessary for online businesses with massive inventories, considering their website content is thoroughly optimised. Some of the major advantages of such ads are:

  1. They can help in creating additional traffic even when a business is not aware of a particular keyword. 
  2. An advertiser does not have to spend time on mapping keywords to each keyword on the website, thereby, saving ample time. 
  3. With Dynamic Search ads, it is easier to avoid ads about products that are out-of-stock.

Q42. What are Performance Max Campaigns?

Ans. A Performance Max Campaign is a type of campaign based on goals that combine various types of Google Ads, and they can run on all Google products.

Parting Note

There you have it!

All these Google Adwords interview questions and answers will help you prepare better. So brush up on our existing skills and ace the interview round!


What is Google AdWords?

Google AdWords is a paid advertising platform that falls under the pay-per-click (PPC) in which advertisers accrue costs when users click their ads.

Who is a Google AdWords Expert?

A Google AdWords Expert manages and optimizes the campaigns of a company. It can be on a weekly or a monthly basis. Ads Experts also send updates and reports on the performance for the key metrics.

Is Google AdWords certification worth it?

If you want to enter the field of PCC and learn about online advertising, then you must take Google AdWords certification. It will teach you all the fundamental and advanced advertising concepts and will show your worth to potential employers.

What are the resources to learn Google AdWords?

You can learn Google AdWords through a variety of resources, such as Google's Essential AdWords Courses; Online course providers like Udemy; and Books - The Ultimate Guide to Google AdWords (4th Edition)

About the Author
Syed Aquib Ur Rahman
Assistant Manager

Aquib is a seasoned wordsmith, having penned countless blogs for Indian and international brands. These days, he's all about digital marketing and core management subjects - not to mention his unwavering commitment ... Read Full Bio