Top 26 PPC Interview Questions with Best Answers

 Preparing for a Google Ads interview? Here’s a comprehensive list of common PPC questions to help you ace it.

1. What Is PPC and Why Is It Important?

PPC (Pay-Per-Click) is a digital advertising model where advertisers pay each time a user clicks their ad.

Importance of PPC:

  • Fastest way to rank at the top of search results

  • Delivers quick results (unlike SEO)

  • Targets the right audience with precision

  • Boosts brand awareness and revenue

2. What’s CPC?

CPC (Cost Per Click) is the amount you pay for each click on your ad.
Formula:

CPC=Total CostTotal Clicks

3. What Is CPM?

CPM (Cost Per Thousand Impressions) is the cost for every 1,000 ad impressions.
Formula:

CPM=Total CostTotal Impressions×1000

4. What Is Ad Rank?

Ad Rank determines your ad’s position on the SERP (Search Engine Results Page).
Formula:

Ad Rank=Max Bid×Quality Score

5. What’s Google Quality Score?

A metric (1-10) that evaluates:

  • Ad relevance

  • Landing page experience

  • Expected CTR
    Higher Quality Score = Lower CPC.

6. What’s CTR?

CTR (Click-Through Rate) measures ad engagement.
Formula:

CTR=Total ClicksTotal Impressions×100

7. What Are Google Ads Limits?

  • 10,000 campaigns per account

  • 20,000 ad groups per campaign

  • 50 text ads / 300 image ads per ad group

8. What Is Actual CPC?

The final amount you pay per click.
Formula:

Actual CPC=Competitor’s Ad RankYour Quality Score+0.01

9. What Affects Quality Score?

  • CTR

  • Keyword-to-ad relevance

  • Landing page quality

  • Account history

10. How to Improve Conversion Rates?

  • Ensure ad-landing page relevance

  • Write compelling ad copy

  • Conduct A/B testing

11. Google Ads Character Limits

  • Headline: 30 characters

  • Description: 90 characters

12. What Are PLA Ads?

PLA (Product Listing Ads) display product images, prices, and store names (Google Shopping Ads).

13. What Are Search Terms vs. Keywords?

  • Search Term: The actual query a user types.

  • Keyword: The term you bid on.

14. Best Keyword Research Tools?

  • Google Keyword Planner

  • SEMrush

  • SpyFu

15. What Is a Negative Keyword?

A word/phrase that prevents your ad from showing for irrelevant searches.

16. What Is Frequency Capping?

Limits how often your ad is shown to the same user (recommended: 5-10/day).

17. Essential Google Ads Extensions

  • Call Extension (phone number)

  • Sitelink Extension (additional links)

  • Location Extension (business address)

  • Price Extension (product pricing)

  • Callout Extension (extra ad text)

18. Unchangeable Google Ads Settings

  • Time zone

  • Currency

19. What Is an MCC Account?

MCC (My Client Center) manages multiple Google Ads accounts in one dashboard.

20. Types of Keywords

  1. Broad Match (e.g., running shoes)

  2. Phrase Match (e.g., "running shoes")

  3. Exact Match (e.g., [running shoes])

21. How to Stop Competitors from Clicking Ads?

Use IP Exclusion to block competitor IPs.

22. What Are Invalid Clicks?

Clicks from bots, accidental clicks, or malicious activity (Google filters these).

23. What Is DKI?

DKI (Dynamic Keyword Insertion) automatically inserts the user’s search term into your ad.

24. What Is Google Ads Remarketing?

Targets users who previously visited your website.

25. Types of YouTube Ads

  1. Display Ads

  2. Overlay Ads

  3. Skippable Video Ads

  4. Non-Skippable Video Ads

  5. Bumper Ads (6 sec)

  6. Sponsored Cards

26. What Is a Product Feed?

A file (CSV/XML/TXT) containing product data for Google Shopping Ads.

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