10 Google Ads Glossary Terms PPC Marketers Must Know

Google Ads Glossary Terms that every PPC marketer should get familiarized with.

Before we get to the good stuff –

I want to make sure we’re on the same page by defining some of the standard PPC terms you’ll see in our Google Ads Course playlist on YouTube.

Experienced paid advertisers or PPC savvy digital marketers may want to skip over these Google Ads Glossary. However, if you’re a beginner to PPC advertising, this section includes the jargon you’ll need to know moving forward.

10 Google Ads Glossary Terms:

1. CPC – Aka Cost Per Click: the amount you pay for a click on your ad. There is also something called Max. CPC. The highest amount you are willing to pay per click on your ad

2. Searcher – A person who performs a search using (Search engine).

3. Visitor – A person who clicks through to your website after performing a search on Google.

4. CTR – Click Through Rate: The percentage of searchers who see your ad, click through on the ad, and end up on your landing page.

5. Landing pages – The destination webpage you direct searchers to after they click on your ad.

6. Lead – A searcher or website visitor who takes action which communicates interest in your product or service. For example, filling out a web form or calling a phone number to learn more about your product or service.

7. Sales Funnel – A sequence of marketing or sales material designed to attract a prospect and turn them into customers. For example, a sales funnel using paid marketing might encourage a user who is searching to call your business.
Then when that person calls your business, your sales team attempts to convert that lead into a customer. Your ad and the sales call are both steps in your sales/marketing funnel.

8. Session – A unique visit to your website that includes at least one pageview.

9. Keywords – The words or terms searchers use on Google to retrieve information.

10. Conversion – A conversion occurs when a website visitor performs the action intended by your ad. These actions usually involve buying a product or filling out a lead form.

11.Quality Score – This is Google’s quality rating score for your advertisement. The score is based on the relevance of your keywords to your ads to your landing page and is calculated automatically by Google. A perfect quality score is 10/10.

Now that we have learned the industry PPC jargon, let’s get to the exciting stuff.

Critical questions every PPC Marketer need to answer before they start advertising on Google

Answering these questions below will help you evaluate how prepared you are to begin advertising on Google. You’ll also need to know the answers to these questions if you want to be able to estimate the revenue you can earn from advertising.

So, take a minute to go over these questions. Then, keep your answers on-hand so that we can use them in the next step.

  • Know the revenues: How much revenue do you generate when you sell your product or service?
  • Past Advertising History: Has your business been successful at generating leads and sales online in the past?
  • Sales & Marketing Teams: Do you have a sales process for receiving and closing leads?
  • Competitors: Are your competitors advertising on Google? If yes, write the top 10 competitors.
  • Feedback & Reviews: Have your customers shown you love? Do you have customer testimonials and reviews you can use to engage the potential customers your ads send to your website?
  • Lifetime Value: What is the lifetime value of your average customer? Do they purchase your product over and over again?
  • Subscription Model or One time customer: Do you collect recurring fees from your customers? Or is a new customer almost always a one-and-done sale?

Master all these Google Ads Glossary Terms in our Google Ads Bootcamp with access to live Google Ads campaigns. Run profitable advertising campaigns on Google and GDN with Google Ads for a live client.


Top 80+ Google Ads Interview Questions for Accenture & Cognizant

Google Ads Interview Questions: If you are looking to apply for a position in digital marketing in Accenture, Cognizant, Ragalix or Wipro (who all work as a vendor a Google Support Process on Google Ads) then you need to get learn to answer all the below questions. A one-stop article to help you crack the Google Ads Interview with Accenture or Cognizant.

Google Ads Interview Questions for Accenture Cognizant

If you are a fresher and have no digital marketing experience, you may watch some videos on Google Ads from our Google Ads Course Playlist on YouTube to get acquainted with how Google Ads works.

If you are an experienced digital marketer, then this article will serve as a one-stop guide to help you revisit all the google ads interview questions that you may have to answer during the interview with Accenture, Cognizant or Regalix.

Check these 80+ Google Ads Interview Questions:

  1. Experience in Google Editor
  2. Excel – Learn the Basics of Excel (V lookup, formulas, pivot charts, comparisons)
  3. CTR – Click-through Rate and Conversion Rate Formula –
  4. What is outranking share – What insights you can draw from this metric? What optimizations can you make based on those insights?
  5. Share all Impression share metrics and their functional significance?
  6. What is the character length for ETA headline & for descriptions –
  7. Character limit of Final URL –
  8. Share some editorial policies of Google Ads
  9. How many campaigns/Ad Groups can be created in a Google Ads account –
  10. Ad rank/quality score correlation –How does it affect the account performance?
  11. What is a shared library?
  12. What are the types of networks in Google Ads?
  13. What are Dynamic Search Ads (DSA)? What is their functional significance?
  14. What is the highest membership duration for the display re-marketing list? –
  15. how to divide budget across multiple campaigns. Explain with a real-life client scenario.
  16. how to use keywords match types
  17. how re-marketing works
  18. how to do keyword bid optimizations
  19. aware of ETA specifications
  20. the relation between ad performance and conversion rate
  21. explain about forecasting in Google Ads?
  22. Campaign level setting
  23. Types of conversions.
  24. In-market and affinity audience
  25. auction insights
  26. Search terms report
  27. Why do you use Google Ads –
  28. Ads certified –
  29. CPC: cost per click
  30. CPA: Cost Per Acquisition. When you opt into CPA, when does Google charge you?
  31. How to check daily campaign cost of last 7 days?
  32. At what levels are bids and budgets suggested?
  33. What is budget delivery? Describe each type.
  34. What are bid strategies? What’s the difference between eCPC & tCPA? Which advertiser would use eCPC and not tCPA?
  35. what all the Ad group settings we have
  36. geo-targeting? Difference between location targeting in Google and Facebook?
  37. setup re-marketing campaigns
  38. what is AES file in Ad-Words editor
  39. What is a brand campaign? Benefits of having a brand campaign in an account
  40. How to setup conversion tracking.
  41. Bid strategies in Google Ads
  42. How to do bid optimizations in the account
  43. Difference between conversion rate and conversion volume? Explain with a real-life scenario.
  44. When do we say averages lie? What do you understand from this?
  45. How to optimize ad copies?
  46. Ad customizers, DKI, IF and Countdown functions?
  47. What is RLSA? How is it different from choosing IF function with the audience and a separate RLSA campaign?
  48. Difference between remarketing campaign & dynamic remarketing campaign.
  49. Is Google Merchant center required for a dynamic remarketing campaign?
  50. Experience of handling shopping campaigns? Troubleshooting Product feeds in GMC?
  51. What is google product taxonmy file?
  52. Can u find search term report for shopping campaigns?
  53. How do you create a remarketing list of visitors who visit your website from a particular marketing channel?
  54. What are funnels? Explain one basic funnel with 4 steps with a real-life scenario
  55. What is search attribution? Can you explain the functional significance of attribution?
  56. What are assisted conversions?
  57. Give one example of when do you use First Interaction Attribution Model and the Last interaction model?
  58. What are micro conversion and macro conversions? How do you track them in analytics?
  59. Are of Google Ads Scripts? Share one example of scripts that make every day optimizations possible
  60. What are dynamic ad targets?
  61. What are custom audiences for google search terms? Explain its functional significance
  62. Advanced Bidding strategies in shopping campaigns?
  63. Reasons Behind drastic drop in CTR?
  64. What is click farming?
  65. About conversion rates and myths surrounding conversion rate
  66. How to expand the accounts and spend additional budget
  67. What is website call conversion? How do u implement them?
  68. Difference between call conversion and website call conversion?
  69. How do you track phone call conversions in Google Ads?
  70. How to send transaction value along with the conversion for an eCommerce website?
  71. Difference between remarketing and remarketing audiences?
  72. How to remarket to users based on date ranges?
  73. Difference between targeting and observation?
  74. What parameters are to be passed for implementing dynamic remarketing using Google Ads?
  75. Explain some advanced remarketing strategies? How can you create a remarketing list of high-value product page visitors?
  76. Types of extensions and benefits
  77. How to find duplicate keywords
  78. CPA optimization
  79. What are portfolio bid strategies and how is it different from the regular bid strategies
  80. How do you calculate ROAS? Explain ROAS bidding strategy

If you can answer, all these above google ads interview questions, I am sure you will be able to get through the google ads interview. However, if you only have theoretical knowledge and no practical skills in all these concepts, it is not going to take you far in the industry.

Also, we have a Digital Marketing UpSkill Program for experienced digital marketers. Learn skills like 10+ years of experience professional. in 2020, the dream of every experienced digital marketer is to master GTM (Google Tag Manager). Check our Google Tag Manager Bootcamp.

Google Tag Manager Bootcamp Course

Also, Check our Digital Marketing Bootcamp for More details:


Evaluate Keyword Quality Score Health in Google Ads

Understand how Google uses keywords quality scores and learn how to stop your quality scores from holding your campaign performance!

Make Marketer’s Whitepaper (A Google Partner Agency)

“Very poor-quality scores can prevent an ad from being displayed for relevant search terms even when there is no competition for those keywords”.

Low quality scores can significantly impact Google Ads campaign performance. How? Quality scores determine how often the ads are shown, what ad position they are shown in and how much an advertiser pays per click.

Improving your AdWords quality scores by even a single point can bring down the cost per click (CPC) by over 16 percent. Equally important, higher quality scores will increase the number of impressions and visitors to your landing pages, e-commerce site.

Above all, it affects your business bottom line.

Here’s how quality scores work.

Each keyword in a campaign is assigned a quality score by Google which ranges from 1 -10. The quality score is Google’s assessment of how relevant your ad and landing page are to the users search term i.e. user’s intent. Their goal is to ensure that Google users have a positive experience and their experience is not compromised, and that the most relevant ads, with the right bids, get the best positions. Its all decided in an auction environment.

Understand the impact of quality scores on AdWords performance.

Quality scores can have a significant impact on the return on ad spend (ROAS) and effectiveness of Google Ads campaigns. Google uses this quality score as part of their calculation for Ad Rank, which is used in the auction to determine which ads are shown, in what position and at what price.

Auction: It’s a place where Google decides which ads are to be served and at what position. Ad Rank is calculated in the ad auction. Google runs ad auction every time someone enters a search term.

Once Google has ranked the advertisers ads in the ad auction, the quality score is used as part of the bid calculation. Lower quality scores will drive higher CPCs for the same ad position. Google has both a minimum quality threshold and a minimum bid threshold for ads.

Note: Google rewards advertisers with high quality scores by serving their ads at high positions and still charging them lower CPCs.

Note: Google also penalizes advertisers with low quality scores by serving their ads at lower positions and still charging them higher CPCs.

How Google calculates quality scores?

Google uses several factors to determine the quality score of a keyword. The quality score of a keyword can change over time as Google assesses the performance of a keyword time to time.

The calculation uses several factors, including, but not limited to:

  1. Click Through Rate (CTR) – Are searchers finding the ad relevant?
  2. Ad Copy Relevance– Is the ad copy relevant to the keyword and the landing page?
  3. Landing Page – Is the landing page relevant to the keyword and ad? Does it load quickly? Is it easy to navigate?
  4. Account History – Has the overall Google Ads account performed well over time?

To start off, Keyword is initially assigned a quality score based on the keyword history for other advertisers across all accounts, and your account, campaign and ad history. Looking at this initial quality score can help a Account Manager understand if other advertisers have had success with this keyword. Once the campaign is active, ad performance (e.g. click through rate) will become a primary driver of the score.

How are quality scores used?

Keyword quality scores are used to determine whether to show an ad, and to calculate both the Ad Rank and the Actual CPC. The keyword Ad Rank is calculated using the Max. CPC bid price multiplied by the quality score.

Ad Rank = CPC bid × Quality Score (Ad Extensions are also part of Ad Rank)

Your ad’s position in the auction is then determined by your Ad Rank relative to the competition for that same keyword.

Here’s an example:

Bidder A Max CPC = 2.00

Quality Score = 5

Bidder A – Ad Rank = 10

Bidder B Max CPC = 1.50

Quality Score = 8

Bidder B – Ad Rank = 12

Therefore, this particular keyword’s CPC will be determined by the Ad Rank of the bidder below you divided by your quality score plus 0.01. In the above example, Bidder B has the higher Ad Rank, and wins the auction.

Improving your quality score is just four steps away.

Though Google quality score information is available in the Google Ads account, on larger campaigns it can be time consuming and managers find it very difficult to find which quality scores have the highest impact on which campaigns. Remember, Quality scores are vital to the success of your campaigns.

What gets measured, gets managed!

Start here!

Improve the health of your quality scores with these four key components to Google Ads success:

1. Find those keywords from your campaigns that give you the quickest lift, now!

2. Find and improve weak ad copy. Improves quality and also influences the CTR.

3. Diagnose weak landing pages. Improves your Conversion Rate.

4. Track performance trends and adjust campaigns in real-time.

Use Google Analytics to optimize your campaigns. But before you get to this, you need to link Google Ads to Google Analytics.


Digital Marketers are increasingly under more pressure to ensure the highest ROAS on digital advertising spend. Account Managers are inevitably tasked with endless experimentation for every feature in an attempt to ensure that campaigns are attracting the right audience at the right price and converting.

The four steps recommended here will allow you to dramatically improve the quality score of your keywords and ultimately increase your overall campaign ROI. If you still have questions or think Make Marketer Agency can help you improve your Google Ads performance.

In addition, digital marketing agencies often struggle to find good digital marketers who can handle the client ads account. They find digital marketers who can only create campaigns and have no idea about growth and ROAS. To help solve this problem Make Marketer started India’s First 100% Real-Time Digital Marketing Bootcamp where apprentices learn on live client campaigns breaking away from the institute type of training and going on to learn something that is in-depth and can implement advanced ad strategies from day 1.

Interested to know more about this Digital Marketing Immersive Bootcamp, Please visit our website:

Facebook Ads

Why Facebook Ads for Startups ?

Facebook is a great platform for Top of the funnel Marketing. It can put your products or services before a large target audience. Some advertisers use Facebook to drive users down their sales funnel with relevant offers.

Facebook offers amazing targeting options that you cant find elsewhere. They have tailor made options for startups where you cna precisely target employees or particular pin locations and particular employees and many more.

It will show you way more ways than you could think of to find your target audiences. This way you can customize your offering to targeting to make your ads more appealing and drive better engagement.

Advertisers use FB to reach those users who have been to their website earlier and to maintain a relationship with them and keep engaging them with relevant content and build their brand. You can learn in-depth Facebook Ads in our Facebook Ads Training Masterclass.

Facebook gives you tremendous reach. An average adult spend close to 2 hours each day on FB. Facebook generates close to 21% of overall referral traffic as per sources.

You can introduce your brand to very large audience. Remember, it is not one channel that drives conversions always. Several channels collectively work together to drive conversions in a multi-channel marketing world and one can’t depend on single channel marketing strategy to drive higher conversion rates always.

When users go to FB, they don’t know what they are looking for. They visit FB with a different mindset. Unlike Google, where users know what they are looking for and they are very clear with their intent but in FB, that’s not the case. What you can do here is you can introduce your brand and keep them engaging with your brand content. Slowly they’ll start recognizing the brand.

All the more, the Creative/Ad on FB has to be irresistible so much so that it stops users from scrolling down. This irresistible offer in technical language is referred to as a BAIT.

You can’t simply keep users get stuck at one place. You have to drive them through their sales funnel. Infact, in the very ads manager interface Facebook has a funnel for advertisers. The general Facebook advertising funnel goes this way

  1. Awareness
  2. Consideration
  3. Conversion

In Today’s world of digital marketing, one cannot simply depend on one approach and wait for results to manifest. You have to drive users through conversion funnel. You can learn more about the features that Facebook provides in their ads manager interface.

You can learn more about the in-depth strategies in Facebook that align with your business goals. Interested to know more, kindly attend one session in our Digital Marketing Immersive Bootcamp.


How Google Ads campaigns affected the Organic Results for a healthcare client.

Multi Channel Funnel Reports in Google Analytics: How Google Ads campaigns affected the Organic Search Results for a healthcare client?

It is known to every digital marketer that Google ads work wonders for a business since it allows the business owners to connect to their prospects who are the bottom of their sales funnel. Since Google Ads has a default conversion window of 30 days (for click through conversions) that allows them to record conversions within 30 days after the ad click.

This means that users don’t have to click today and convert today. Even if the user converts within 30 days, it will still be counted as conversion by Google Ads. However, for Google Display campaigns, we have a default View Through Conversion window of 1 day, so if user is served an impression today and converts after 1 day, Google ads will not count it as a conversion.

Just to add, for Facebook ads their Click Through Conversion window is 28 day and View Through Conversion window is 1 day.

Let me come back to my question here, when I was working on Google Ads campaigns, I always wondered that people would click on my ads and not convert, later visit the website directly or through Google organic and convert and when this happens the Google Analytics does not attribute the conversion to Google Ads but Google Organic since GA works with Last Non Direct Click Attribution Model.

Let me explain this in detail, we had separate landing pages created for Google Ads Campaigns and we were driving users to those landing pages after they click on the ad where we have a lead capture form.

But you must know that conversions does not happen with just one touch point, the users might be exposed to other marketing channels and then convert. So the users who clicked the ad and visited the landing page and did not fill out the form, but later they go to the website through google organic listing and converts, then Google Analytics will attribute the conversion to Google Organic channel.

SO, I wanted to show my client on how my Google Ads campaigns are driving organic traffic to their website, so I had to get back to Google Analytics and create a new conversion segment to track the influence of my Google Ads campaigns on their organic results.

To do this, we go to the Conversions -> Multi Channel Funnels -> Top Conversions Path
Click on the conversion segment and then click on create a new conversion segment and apply filters in these order.

Effect of PPC on Organic Results

Any Interaction with medium is CPC and the Last Interaction is Organic.

When I do this I am filtering out conversions with conversion path includes an interaction from Google Ads, but the Last interaction is Google Organic.

When you check this report, you will find all the conversions and their paths where Google Organic was the last interaction, but Google Ads also played a role in that conversion path.

All those conversions you can attribute to Google Ads as Assisted Conversions.

Affect of PPC on Google Ads Campaigns

This way, I showed my client that of course users have come through organic and converted but in all these conversions the users were also exposed to the Google Ads. Without Google Ads the users would not have come this far at all.

To understand this, you need to become affluent with Google Analytics Multi Channel Funnel reports and understand the concept of attribution and this affects the marketing campaigns.

Infact, most marketing’s fail because of inaccurate attribution. Either they dont know what is attibution or they know it all wrong. Our Agency, has our propriety solution to fix all your attribution issues.

Learn more about these in-depth Google Analytics concepts in Digital Marketing Bootcamp at Make Marketer.

Watch our Free Google Analytics Course on YouTube.


Cross Domain Tracking in Google Analytics – 3 Simple Steps

If you are managing ads for websites where the visitor comes to the site from one source and then moves to a different domain for purchase or checkout?

You want to track multiple domains in the same analytics property, how?

You want to track the users journey that involves multiple domains in the same GA property?

Answer: Implement Cross Domain Tracking for both the websites.

Remember, Google Analytics by default does not track two different domains in the same property, if you want to get this done you have to make changes to the regular Google Analytics Tracking Code.

Earlier, making changes to this GATC is an hard one, you had to go through Google Analytics Developers Environment to get this job done.

The steps that involved was to add few extra lines of code to the existing tracking code so the users information is passed from one domain to other domain using the client ID.

The user information is stored in Google Analytics Cookie i.e. _ga cookie, and the cookie is always stored on per domain basis, which means when a cookie is issued by domainA, then the website that issues the cookie will only be able to read the cookie and user information in the cookie. This is because of the browsers same origin policy.

So now when the user moves from one domainA to domainB, the cookie information is not passed to domainB, and the domainB treats it as a new users and attributes all of the hits to a new session.

So we have to find a way to transfer this user information in the cookie to the target domain. To do this we have to implement cross domain tracking for both websites.

The Objective of the Cross-Domain Tracking is

  1. to attribute all the hits on different domains to the same session
  2. link all the sessions to the same user.

When you implement cross domain tracking, the user information is passed with Client ID to the second domain, so the second domain may treat the user as a same user rather than calling it as a new user.

If you want to hard code the GATC, then here is what you need to add to the code so you can implement cross domain tracking.

Set the cookie domain to auto i.e. adding cookie domain to auto.

ga(‘create’, ‘UA-7865678-67’, ‘auto’)

Now you need to add a linker parameter and set it to true to tell GA about both the domains. You do this by adding this code to GATC i.e.

{‘allowlinker’: true}

So the new code will look like

ga(‘create’, ‘UA-7865678-67’, ‘auto’,{‘allowlinker’: true});

Once you are done with this, you need to setup the auto link Plugin, to do this

Ga(‘require’, ’linker’);

Then you need to invoke the autolink plugin, to do this

Ga(‘linker:autoLink’, [‘’])

So now the whole code, will look like this:

ga(‘create’, ‘UA-7865678-67’, ‘auto’,{‘allowlinker’: true});

ga(‘require’, ’linker’);

ga(‘linker:autoLink’, [‘’]);

Once you hard code these changes to the GATC, the GA will track the users moving across domainA and domainB as a single users and tie all the hits to the same session.

Note: The cross-domain tracking is simple and can be done in 3 easy steps with Google Tag Manager. They follow the same method and all of them are defined and there is no need to hard code the GATC.

Interested in Learning such advanced topics of digital marketing then consider checking our digital marketing training Bootcamp.


Ad Spends in Digital Marketing and Users

This digital marketing spending is quite prevalent in developed economies. But here’s the good news – developing countries are starting to catch up, and are not far behind the curve. Check out the below chart and see for yourself the growth in the digital marketing spend share over time in India:

Figure source : eMarketer

We have seen positions open for years in the digital marketing space because of the shortage of such niche talent coupled with the immense growth available in this field.

Excited yet? Good. Let’s start with the most basic question and take it from there!

What makes Digital Marketing better than Traditional Marketing?

Marketing is all about getting 4 things right (we call it Zero Moment of Truth (ZMOT) – reaching out to the right customer with the right product/offer at the right time through the right channel. Digital Marketing also needs a lot of testing to see which combination works for these 4 factors, so we find a channel that takes minimum time to hit the market. Traditional marketing channels like cable TV, flyers, radio, physical banners, etc. present a lot of challenges getting all of these 4 things right. To name a few:

1. Once printed or aired on television, an advertisement cannot be changed.

2. High time to market. This is actually a very big challenge for any dynamic industry. A lot of offers on products require a quick response time (like Amazon Prime sales) and advertisers don’t wish to announce the sale beforehand to make sure that customers regularly come to their website to check out offers and sale discounts.

3. No way to accurately measure viewed ads. All we know is the response from ad campaigns.

4. Very limited ways to reach out to a specific/niche audience.

5. Even if we somehow manage to reach the right customers, we might not really reach out at the right time. For instance, if we advertise during specific TV shows that are viewed by our target audience, we don’t really know whether the target customer is looking at the TV at the specific time when our ad is being served/played. Similarly, if we send a mail to a specific prospect who is traveling at the time and he might not read and it’s a lost opportunity.

6. Given a low response from these channels, most of these traditional methods have a high CPA (cost per acquisition).

Digital marketing is able to overcome all the challenges mentioned. With internet penetration reaching 60%+ around the globe and rapidly increasing (see chart below), digital media is now an ideal place to catch your audience’s attention.

Figure Source : Research Gate

Today, we can reach out to over 4 billion+ internet users through digital marketing. Another survey results (below) indicates 2 hr. 28 mins spent per day by adult internet users in India. Noting that average time spent by the total adult population is 1 hour, total internet user average should be somewhere between 1 hr to 2.5 hrs (say, 2 hours). An estimate of the ad serving opportunity available per day on the internet is 4 Bn*2 hours = 8 Bn hours/day.

Even if we assume only 1% of this internet time can be monetized with ads, we are still talking about 80 Million hours/day!

Figure source : eMarketer

This exercise would have given you a sense of the magnitude of the opportunity in digital marketing. And as a digital marketing analyst, you would have definitely noticed the incremental curve for both internet users and the average time spent users spend on the internet. Given the scale and precision of this marketing, it has become a must for businesses of any size and any vertical.


How to Capture Missing Impr. & Clicks with DSA?

Dynamic Search Ads Benefits:

Dynamic Search ads (DSA) are an advanced Google Ads feature that dynamically generates the Ad Text i.e. Headline and chooses the Display URL and Final URL. It is different from DKI’s (Dynamic Keyword Insertion).

  • Both DKI and DSA dynamically creates & updates the Ad Texts.
  • Key difference is DKI uses a syntax and DSA does not use any syntax in the ad text.
  • Another Key difference is DKI uses Keywords (i.e. DKI ads work with Keywords) and DSA does not use Keywords at all.

What? if DSA does not use Keywords then how will my ads go into the auction on search Network?

It uses the Google’s Index of your webpages and when people searching for something that is relevant to what you already have on your website, it creates the ad and serves the ad to the user.

Without DSA, even an account with large number of keywords will still miss some relevant impressions and clicks. In a way, they send people directly to what they want from your website

To use DSA. Your site should have atleast 300 pages and 100 pages must be indexed by Google.

Logic here is something like this,

When Search Term ó Content of the Indexed page, then the ads will be triggered into auction. The system uses the Google’s search index algorithm to achieve this.

How do you create these ads?

You cannot write the headline and the Destination URL.

DSA Make Marketer

What is the targeting method for DSA?

Here you use Dynamic Ad Target option from the Auto Target Option and select which pages you want to allow for ads.

It can be selected in several ways.

  1. URL
  2. Page Title
  3. Page Content
  4. Categories

Note, you can add negative keywords for these campaigns so that ads will not be served when search terms include these words.

Whenever you create these ads, please create them in a new campaign. You assign bids to the dynamic ad targets.

Benefits of DSA’s:

  1. They Save Time
  2. You don’t have to worry about the frequent changes to the content on your website, Google Index algorithm will do that for us.
  3. It drives incremental traffic to the site.
  4. Creates the Ads for us, based on search terms and content of webpage.

It is particularly useful when you know you are missing out on impressions because of your match types. Most marketers use exact match keywords since they want to drive the most relevant traffic and avoid as many irrelevant clicks as possible. If you write broad match type keywords, there is always a risk of driving clicks that don’t add value to the website or the business.

Finally, DSA are cheap and you can have a very low bid. Next strategy is to create an audience and do remarketing to drive conversions.

Learn Most Advanced Google Ads in our Google Ads Bootcamp program.


Google Ads Interview Questions for Accenture – Part 1

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Accenture Interview Questions for AdWords/PPC roles.

If you are applying for Accenture interview and trying to find the type of questions that are asked during your interview rounds. Answer all these questions before you even think of taking the shot. We teach digital marketing to our cohorts in a way that by the time they complete the bootcamp, they will be ready for any digital marketing interview. Moreover, we guarantee 100% placements to all those students who complete the immersive bootcamp course. You will be able to answer anything related to digital marketing vertical.

  1. Experience in Google Ads Editor, what are its advantages?
  2. Knowledge on Excel (comparison graphs, pivot charts, formulas, V Lookup, H Lookup, filters.
  3. What is CTR – Click through Rate – and how does it effect the quality score and performance.
  4. Questions in Conversion Rate Formula and other related arithmetic’s.
  5. What is outranking share – and how will you use it?
  6. What is the character length for ETA headline & for descriptions – Editorial Policies?
  7. Character limit of destination URL – Destination URL policies.
  8. How many campaigns/Ad Groups can be created in a Google Ads account?
  9. Ad rank/quality score correlation?
  10. What is a shared library?
  11. What are the types of networks in Google AdWords? Explain each network in detail?
  12. What are dynamic Search Ads (DSA)? What are its objectives?
  13. What is the highest membership duration for display remarketing list? –
  14. Prepare on some advanced remarketing strategies (days bound, remarket to users who visit website from Facebook)
  15. Remarketing with video ad sequence?
  16. Explain campaign level settings
  17. How to divide budget across multiple campaigns.
  18. How to use keywords match types (difference between broad and BMM, Phrase and BMM)
  19. Bid strategies (ECPC, CPA, ROAS, Target Outranking Share)
  20. How remarketing works, advanced remarketing strategies
  21. How to do keyword bid optimizations
  22. ETA , responsive search ad specifications
  23. Relation between ad performance and conversion rate
  24. Forecasting in AdWords
  25. Types of conversions, explain each of them in detail.
  26. In-market and affinity audience (custom)
  27. Auction insights reports
  28. Search terms reports and its importance
  29. Why do you use Google AdWords –
  30. AdWords certified – what all certifications?
  31. CPC: Cost per click, formula of CPC?
  32. CPA: Cost Per acquisition
  33. How to check daily campaign cost of last 7 days?
  34. At what levels are bids and budgets suggested?
  35. What is budget delivery and over delivery? Describe each type.


Google Ads Interview Questions

Accenture PPC AdWords Interview Questions Part 2

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Accenture Interview Questions for AdWords/PPC roles – PART 2.

If you are applying for Accenture interview and trying to find the type of questions that are asked during your interview rounds. Answer all these questions before you even think of taking the shot. We teach digital marketing to our cohorts in a way that by the time they complete the bootcamp, they will be ready for any digital marketing interview. Moreover, we guarantee 100% placements to all those students who complete the immersive bootcamp course. You will be able to answer anything related to digital marketing vertical.

  1. What is budget delivery and over delivery? Describe each type.
  2. What are bid strategies? What’s the difference between eCPC & tCPA? Which advertiser would use eCPC and not tCPA?
  3. what all the Ad group settings we have
  4. geo-targeting
  5. setup re-marketing campaigns
  6. what is AES file in AdWords editor
  7. Benefits of having a brand campaign in an account
  8. How to setup call conversion and website call conversion tracking.
  9. Portfolio bid strategies in AdWords
  10. How to do bid optimizations in the account
  11. How to setup conversion tracking
  12. Conversion Rate and cost per conversion formula.
  13. How to optimize ad copy for higher CTR.
  14. How to use Ad Customizers, Countdown functions.
  15. Can we change the Ad copies on to users based on their previous visit to our website and device.
  16. What are value track parameters. How to use them?
  17. How to do remarketing only to those users who visited our website from Facebook.
  18. What are MCF reports.
  19. What is previous page path in Analytics.
  20. What is a session, source, medium in analytics.
  21. How to implement DKI in landing pages.
  22. Remarketing based on dates, and different sources.
  23. What is manual tagging. How to tag visitors coming from Facebook to our website.
  24. How to troubleshoot the issues behind drastic drop in CTR
  25. What is negative farming.
  26. What is more important Conversion rate and Conversion volume.
  27. About different scenarios of conversion rates
  28. How to expand the accounts and spend additional budget
  29. About all CP’ s
  30. Remarketing experience. How RLSA works.
  31. Ad copy optimizing
  32. Types of extensions and benefits in CTR.
  33. How to find duplicate keywords in AdWords account.
  34. CPA optimization.
  35. Stability about experience in diff domains.