30 questions to ask that so-called PPC ‘expert’ before hiring him/her
- How will you manage the Google Quality Score?
Google’s Quality Score is based on three things: keyword, ad text and landing page relevance. To maintain the highest score possible, it’s best to use fewer keywords and use smaller, targeted ad groups. That way, we can write more targeted copy that will more likely find its niche. PPC experts should be very familiar with Quality Scores, how they work and how to improve yours. (And sometimes, you may not want to focus on Quality Score.) - Can you explain how the Google auction works?
Google AdWords Questions to Ask Your PPC Expert
The auction process goes like this:
When a user enters a search, AdWords pulls all the ads whose keywords match that particular search.
From the ads, any that aren’t eligible, such as ads that target a different country or have been disapproved, will be ignored.
From the ads remaining, only those with a high enough Ad Rank will show results.
It’s a crucial stage of your campaign, so make sure anyone involved with it knows the process and how to get the most out of it. - How does Ad Rank affect cost per click (CPC)
When it comes to CPC (the actual amount you’re charged per click), the most you will end up paying is the minimum amount required to hold your ad position. In the Search Network, ads that appear above the search results generally have a higher CPC than those that appear below the results. - What is click-through rate (CTR), and how is it calculated?
CTR is a ratio that shows how many people are clicking on your ad after seeing it. It’s calculated by dividing the number of clicks by the number of impressions. The total number of clicks divided by the total number of impressions = click-through rate. - What are some things you can do using the Google AdWords API, and would you recommend using it?
While the AdWords API offers a variety of tools and functions. it should be used only by those with a dedicated engineering service and needs that can’t be met through other AdWords tools. Make sure you hire an expert who knows when to call in the API — and when not to. - What third-party tools do you use for keyword discovery?
Outside of Google’s own search query, there are plenty of tools to help discover new and related keywords. Make sure your expert is aware of the following:
Google Keyword Planner Tool.
SpyFu.
SEMrush.
Bing Keyword Research Tool.
Google display network questions to ask your PPC expert
Google offers a comprehensive exam to test your Display Network knowledge. As such, an expert should be able to ace it. - Why is it recommended to separate Display Network campaigns from Search Network campaigns?
The answer may vary by campaign, though Google explains that different campaign settings may be more effective on different networks. - What is the On-Schedule Indicator (OSI)?
This is the percent likelihood the campaign will deliver all impressions booked. - How long should advertisers wait after creating a new display campaign before analyzing its performance?
Google’s answer is two to three weeks. Look for a similar answer. - What do managed placements allow advertisers to do?
Bid differently for specific placements on the Google Display Network.
