Google Ads Interview Questions & Answers

1. What is Google Ads?

This is almost always the first Google Ads interview question you will
face. Google Ads is a Google advertising service which allows businesses
get featured in Google search engine and Google Display Network.
Google’s search engine and it’s partner sites display online advertisements
based on multiple factors such as keywords, interests, topics,
demographics, etc.

It allows the advertiser to set a monthly budget and pay when people click
on their advertisements. Google has created a platform to help businesses
reach their customers instantly.
In the Google Ads platform, Google utilizes bidding process to decide the
ad position. Users create the type of campaigns depends upon the
requirement of the business.

2. What is PPC Marketing?

PPC stands for Pay Per Click, a widely popular model in which advertisers
pay when each time any of their ads is clicked. PPC is so popular because
it helps businesses to bring users instantly unlike organic where you need
weeks if not months to set up and drive visitors to your website.

3. Explain how Google Ads work?

Google Ads uses the bidding system to rank the listings. The system
determines the ad position based on the Maximum bid & Quality Score of
the ad. Higher the maximum bid and Quality score, better are the chances
of being on top of the page. The best-combined maximum bid and the
quality score get the top position.

The actual CPC will be finalized by the ad rank of your next highest ad
divided by Quality score. Once a query is requested, Google processes the
request and execute the action which determines the ad positions.
Advertisers need to pay only when user click their ad. So, optimizing the
Quality score is vital to improve your ad rank without increasing the
maximum bid.

4. Why use Google Ads?

One of the advantages of Google Ads over social media marketing
platforms is the intent of users. As it’s a part of inbound marketing, users
who are in need of a product or service click the ads and visit the website
thus the conversion rate should be much higher than the social media
marketing visitors.
The advantage of Google Ads over organic marketing is, the number of
visitors it brings in a short span of time. If a business need to quickly
advertise their products/services, Google Ads can be the best marketing
platform to increase conversion. It helps you target the right customers at
the right time.
Apart from the above reasons, Google Ads is measurable, scalable, and
they are taking over the SERPs and it can assist other marketing channels
in conversion.

5. What is Ad Rank?
One of the important questions suggested by most of Google Ads
questions and answer guides. Ad Rank is the position of an ad on Google
page and determined by the bid amount, ad quality, ad thresholds, the
competition, the context of the user’s search and the expected impact of
extensions and other ad formats.

A good ad rank makes sure the ad gets more visibility than the others. Ad
rank is recalculated every time the ad is eligible to appear, so the ad
position can fluctuate every time depending on the above factors.

6. Explain what is Google Quality Score?

One of the most common Google Ads interview question, Google Ads’s
Quality Score is a rating given based on multiple factors like relevancy of
keywords used, Click through rate, landing page quality and relevance, ad
text relevants and the historical performance of the ads account
performance.

Google Ads gives Quality score to each keyword on a scale of 1 to 10 and

includes expected CTR, ad relevance and landing page experience.
Basically, it’s a measurement of how relevant your ad to the user’s intent.
Better the quality score, ad rank will get improved without spending more.

With the help of 1-10 score, Google conveys advertisers how well they
have chosen their keywords, writing ads, and designed lading pages.

7. What is the formula to find CTR (Click Through Rate)? Does CTR
help in improving the quality score?
CTR also know as click-through rate is a unit to measure the click rate of
your ad. It is calculated by the simple formula: clicks/impressions*100. It
is one of the important factor in determining the Quality Score of the ad.
So, making an effort to increase the CTR decreases the overall spend. It
also indicates the success of your ad descriptions and headings in terms of
relevancy and eye-catchy. Each of the keywords and ad have their own
CTRs.

A high average CTR, when combined with other KPIs can lead to the
success of the campaign. It also has the ability to affect the future
campaign performance. The average CTR in Google Ads is 2% so
anything more than 2% is considered above average.

8. What is the difference between CPM, CPC and CPV bidding?

One of the most popular in Google Ads questions and answers list.

CPM : Cost Per Thousand is the amount you pay per thousand impressions
that you receive, regardless of the number of clicks you receive.

CPC : Cost Per Click is the amount you pay for each click.

CPV: is when advertisers pay for each unique user view of an

advertisement or website.

It is used more on video marketing such as YouTube campaigns.

9. What is the character limit of a destination URL?

1024 characters are the destination URL’s character limit.

10. What is ad rotation?

Ad rotation is a campaign setting in Google Ads that automatically rotates
your Google Ads ad within the ad group. You have the option to request
Google how it would rotate the ad, such as, based on the best performing
ads or rotating evenly.
 How to do?
 Set ad rotation for your campaign
 Sign in to your Google Ads account.
 Click All Campaigns in the navigation panel.
 Click the campaign you’d like to change.
 Click Settings in the page menu.
 Click Additional settings.
 Chose Ad rotation.
 Choose an ad rotation method: Optimize or Rotate indefinitely.
 Click Save.
11. What is the difference between clicks and impression?
One of the very common Google Ads interview question you should be
prepared for. Impression is the number of times targeted users view your
Google Ads ad, whether it is a banner, text link or button. This shows what
is the reach of your ad.

Click is the number of times your targeted users clicked on your ad and
taken to your website. This shows how many users actually used your ad
to visit your website.

12. How many characters are allowed in Ads ads?

Headline 1: 30 characters

Headline 2: 30 characters

Headline 3: 30 characters

Description 1: 90 characters

Description 2: 90 characters

Path (2): 15 characters each

 Google Ads recently made the following changes:
 Added a third headline
 90 characters for each description instead of 80
 Added a second description
13. What is automated bidding strategy?
One of the most common question in any Google Ads interview question
and answers guide. Automated bidding is a Google Ads big strategy that
sets bids for your Google Ads ads automatically based on how likely the
impression will turn into a fruitful click or even conversion.

It helps businesses to maximize the profit for their campaigns. Google Ads
automated bidding takes multiple factors into counting like user’s device,
time of the day, location, demographics and more.
With automated bids, advertisers don’t need to worry about updating the
bids of keywords or ad groups. Google Ads set a bid for each and every
auction based on the above factors and decide if the ad should be visible or
not.

14. What is Phrase Match?

Phrase match is one of four keyword matching options in Google Ads
which allows your ad to be visible to your targeted audience when they
type your exact keywords and close variations of your keyword with
additional words before or after your keyword.

For example: if your keyword is “buy shoes”, your ad will be visible to

people who types “buy shoes”, “buy shoes online”, “need to buy shoes”.

Phrase match is very essential because at times, Broad match or expanded

broad match shows your ad to a very wide range of audiences you
wouldn’t want to show them to. On the other side, the exact match narrows
the impression to people who types the exact keywords without any
variations or prefixes or suffixes.

15. What are all the basic practices every new Ads advertiser should
always remember?
Every landing page we make should have proper CTA such as lead form,
purchase option, or whatever the business want to achieve with the
campaign.

Make different ad groups based on keywords and set themes for each
adgroups.

Don’t put a huge amount of budget for a short period of time in the
beginning.

Continuously work on improving the Quality score thus decreasing the

spend of overall budget.

Choose your keywords and negative keywords carefully and regularly

monitor the performances with search terms report.
 Write search ad with crisp CTA text and clear headline.

16. What is frequency capping in Ads?

Frequency capping allows the advertiser to limit how many times an ad is
visible to an individual.

We can set this frequency cap at the ad, ad group and campaign level.
Advertiser can also segment them by month, week or day.

17. Explain Google Click-to-Call.

It helps primarily the local businesses who doesn’t have/need a website.
By setting up Google click to call campaign, they can leave a phone
number to which users can call by simply clicking their advertisement on
Google SERP.

18. What is IP Address exclusion in Google Ads

Again, one of the important Google Ads interview question. The simple
answer is: There are multiple reasons you would like to exclude IP
addresses. For example, you can exclude IP addresses of your own office
so your impressions won’t be wasted.

With this feature, you can exclude up to 500 IP addresses per campaign.

How to do:
 In the page menu on the left, click settings
 Find the campaign
 Click to expand the IP exclusions section
 Type the IP addresses you would like to exclude from.
19. What is the use of search term report in Google Ads?
Search term report shows the list of queries that are getting visitors to your
website. With the help of search term reports, you can find new negative
keywords and find which keywords are more effective than the others. It
helps advertisers to find potential keywords for the campaigns. Keyword
list and search term lists are totally different.

20. How can you automatically include the user’s query into the ad
copy?
With the help of Dynamic keyword insertion, we can user’s query into ad
copy automatically included.

21. Difference between automatic and managed placements?

Manual placements give the option the choose the specific websites,
location, video, apps in which you can show your Google Ads ad.

Automatic placements is another placement method which automatically

shows your ads and you won’t have the option to choose.

22. What are the first steps you should take if your ads get
disapproved for any reason?
If your ad gets disapproved, Google will send you a notification mail
mentioning that your ad has been disapproved. Then, based on the input
Google Ads gave, you can find out the reason for the disapproval. Then,
based on your finding, you can work on fixing the issue. At the time, you
may need to make the changes in your text copy and other times, you may
need to make changes in both ad copy as well as the website.

23. What are keywords in Google Ads?

Any Google Ads Interview Question and Answers guide won’t complete
without this question. Keywords are the phrases or words that advertisers
use to drive visits to their websites by bid on them on Google Ads. With
the help of Google Keyword Planner, we can find the relevant and high-
quality keywords for our campaigns.

Keywords are phrases or words advertisers use to show your ads to the
targeted audience. Keywords should be united based on themes and
 categorize under various ad groups. Keywords are the foundation of the
Google Ads campaigns. All of your efforts will go waste if you don’t
select the right keywords.

24. How can you use negative keywords?

With the help of negative keywords, we can avoid being shown on certain
words or phrases. For example, by adding words like “free”, you are
conveying Google that your ads should not be visible on searches
including the word free. We can use search terms report to find new
negative keywords for your campaigns.

25. What is ad groups in Google Ads?

Ad Group in Google Ads is like a big container where you keep all your
keywords, text copies and landing pages. Google recommends advertisers
to make adgroups with tightly themed keywords. So, it is better to create
multiple adgroups based on your keywords.

Google check out your ad group organization to find multiple things like
what kind of message your ad will convey when it gets triggered, list of
keywords your ads will show, etc.

26. How to track conversion in Google Ads?

Following are the methods we can use to track conversions in Google
Ads?

 Google Ads provide tracking code for you to implement on the website
and you can modify it with additional code that’s specific to your platform.
 The view-through conversion window option monitors when a user sees
the ad but doesn’t go for the click.
 Under tools and analysis option, you can find search funnels which helps
you understand when users click on your ad for the first time and how
many he/she was shown the ad before clicking it.
 If you want to track the phone calls, with the help of call extension, call
reporting enabled settings, it is very much possible.
 To track the number of people who installs the app, we can use the
Firebase.
27. How to improve ad position?
Following are the methods we can implement to improve ad position:
 Increase the quality score
 Increase the bid
 Focus on relevant ad extensions
 Better landing pages
 Make sure the relevance level of keywords, landing pages and ad copies
are good
 Different landing pages for different ads
28. Maximum number of campaigns and ad groups you can make in
Google Ads?
Number of campaigns you can have: 10,000

Number of ad groups per campaign: 20,000

29. What is a converted click?

Google Ads stopped tracking converted clicks. Converted clicks are clicks
that bring conversions.

30. Why did you choose to be Google Ads/PPC specialist?

PPC is a relatively new and growing profession with a huge scope. The
work will have measurable results. The work is so flexible that I can work
from anywhere anytime. In the future, I will work along with Artificial
Intelligence and not going to be replaced by one thus making it safe. My
future value will only increase from here.

Intermediate Level Google Ads Interview Questions &

Answers
31. What are Google Ad Extensions?
Ad Extension is the additional information you find with the Ads ads, like
phone number, site links, address, reviews, etc. It improves the CTR of the
ad by several percentage points and the visibility. It provides advertisers to
give more information apart from the ad headings and descriptions.

Google doesn’t charge extra to show ad extensions but we can’t be sure

our ad extension will be visible all the time. Google decides which
extensions to show in response to each search on Google. Extension will
be shown when the extension is predicted to increase the CTR and if your
ad position is high enough.
 It is recommended to use all Ad Extensions so the possibility of an
extension showing up on SERP will get increased. Also, they give users
different ways to engage with your ads. There are two types of extensions
such as automatic and manual extensions.

32. Different types of Ad Extensions?

Some of the common ad extensions are:

 Sitelinks
 Call Extensions
 Location Extensions
 Social Annotations
 Seller ratings
 Mobile app extensions
 Offer ads
 Communication Ad
 Review extension
 Image and drop down navigation Ad extension
 Callout Extension
 Click to Message Extension
 Price Extension
33. What options cannot be changed after creating an account?
After the creation of the account, currency and time zone cannot be
changed. It is recommended to fill in the details very carefully.

34. How to calculate ROAS (Return on Ad Spent)?

Revenue / Cost = ROAS
Image source
We need to divide the revenue of the campaign by the amount that is
spent.

ROAS shows how effective our marketing campaign is.

35. What are the targeting options in Google Ads?

We can divide the overall targeting methods by Audience targeting and
content targeting.

In content targeting, we have the following methods:

Keywords: Keyword method is based on keywords. We select the
keywords user will type to find your product or services. We can set
keywords manually to reach targeted audiences.
Placement: With placement method, we just need to specify a website or
part of a website. We can target websites our potential users visits and
target.
Topics: Target allows advertisers to select set of pages based on the theme
on the display network.
Display expansion for search: With the help of smart targeting and
automated bidding, Google Ads’s display expansion of search method
helps advertiser find quality results.
In audience targeting we have the following methods:
Affinity: This is for advertisers who use traditional marketing like TV
campaigns can expand a campaign online and reach users with Google
network.
Demographics: This target is based on age and gender of your targeted
users.
In-market: Your ads will be visible to users who have shown interest in
similar products or services.
Remarketing: Remarketing is one of the successful targeting methods
widely used by businesses to target users who have visited the website.
These users can be in any stage of conversion.
Similar audiences: This method helps you find users who are similar to
the users in the remarketing list.
36. Mention the different types of keyword matches
There are 5 categories:

Broad match: It allows your ad to reach as much viewers as possible.

Your ads will appear whenever a user searches your keyword in however
way possible. Example: for broad keyword “buy shoes”, your ad will be
visible for searches such as “shoes online”, “buy sneakers”
Broad match modifier: What if you get the advantage of broad match but
a backup finance advisor who restricts around particular queries that
triggers your ad. That’s the function in broad match modifier. It works by
appending a + sign to the specific keyword that you want to fix in specific
place.
Phrase Match: This match lets your ad shows for queries for your
keywords in its exact order but allows the query to have words at the
beginning or at the end of the query.
Exact Match: So narrow. So targeted. Your ad will show to users who
exactly search for your keyword.
Negative Match: Choose when your ad should not be shown with the help
of negative match. For example, if you are showing ads about selling
houses and don’t want visitors who looks for rent, use “rent” as your
negative keyword.
37. What is Google Ads Double Serving Policy?
To make the auction process fair, Google doesn’t encourage advertisers to
run ads for similar businesses through different accounts triggered by same
keywords. Google calls this as double serving policy. Google has banned
multiple ads from the same firm from appearing on SERP.
38. What is conversion optimizer in Google ?
Conversion optimizer is an important tool from Google Ads which helps
you to manipulate bid to help you get more ROI to your campaign. It
decides which click will be most valuable for the business to attain a
higher return on investment. It gets the help of conversion tracking data to
process the bidding process at the basic keyword level to help you get as
much quality clicks as possible thus returns more conversions at specified
cost per conversion.

Image Source
There are two types of CPA targeting in conversion optimizer.

Max CPA: Maximum amount an advertiser is willing to pay.

Target CPA: Flexible CPA targeting in which the optimizer targets
expensive and non-expensive auctions at reaches at an average CPA target.
It is the average amount you would like to pay for the conversion.
Requirement:
We need to have a minimum of 15 conversions happened in the last 30
days to have this feature.

39. Is PPC only suitable for big brands?

No. With the flexibility in Google Ads, any businesses can start and run
campaigns. There is no minimum budget and you don’t even need to own
a website to run certain campaigns.

40. What are Invalid Clicks, and how does Google determine them?
Invalid clicks are illegitimate, unintentional or caused by some malicious
software such as robots or some automated clicking tools use to increase
your expense or to increase the value of the website that is hosting the ad.

Google uses algorithms to find such invalid clicks and automatically filter
them from the reports. And if they still escape and Google finds them later,
they will give you credit for the expense.

41. Can we let our ad be used to link to a PDF?

No. It’s not possible.

42. Why some agencies use broad matches with negative keywords
instead of using phrase match or exact match keywords?
In this way, the ads will get more clicks and keyword list can be created
quickly.

43. What are all the challenges you face in this career?
One of the important Google Ads interview questions.

You have to be updated all the time. The industry is fast pacing and can’t
afford to get outdated which is very easy state to get into if you are not
alert.

In order to stand out, we need to experience all the new features, tools and
find ways to utilize those for the campaigns. It can be overwhelming at
times. But, it makes the job more active and put us in high alert.Top Google
Analytics Interview Quesions and Answers
44. What is the actual cost per click?
We can’t see the actual cost per click only the average CPC but mostly it is
lesser than your maximum CPC bid. Every time, when an auction takes
place, Google fixes your actual CPC which is required to outrank the ad
rank of the next competitor. You don’t normally find this question in any
Google Ads interview questions and answers guide but you should be
prepared anyway.

45. In your experience, what is the best Quality Score?

Be honest with the interviewer and share some examples of your best
Quality score and how did you achieve those numbers.
 46. What are all the different types of automated bidding stategies?
There are seven types of automated bidding strategies.

 Maximize clicks
Maximize clicks strategy purely created to improve the number of visitors
to your website. If you want quick visitors to your newly launched
product, you can utilize maximize clicks strategy.

 Target Search Per Location

Target search per location set bids to let your ads appear on the first page
of Google SERP or in one of the top positions. You can utilize if you want
nothing but the top positions in SERP.

 Target outranking share

If you want to outrank your competitor’s domain, you can get the help of
target outranking share. You can define how frequently you would like to
outrank your comepetitor’s ads.

 Target CPA
Target cost per acquisition gives you more control to the advertisers.
Google Ads helps you to get as many conversions as possible in this
strategy. You can use this strategy if you are well aware of the CPA that
you can spend.

 Enhanced CPC
Enhanced cost per click is available as an optional service when you use
manual CPC bidding. It helps Google Ads to adjust your manual bidding
with maintains the same cost per conversion and increasing your
conversion numbers.

 Target Return on Ad Spend (ROAS)

After you set your ROAS, Google Ads set bids to help you achieve more
conversion as possible.

 Maximize Conversions
This strategy helps you set bids automatically to help you get as much as
conversions as possible.
 47. What is Ads Express?
It’s one of Google’s attempts to simplify the Google Ads for users with a
small budget. It is targeted towards small or local businesses who can’t
afford high budget or so much of their time and effort into running
campaigns. So, the businesses just need to tell Google what they want to
do with Google Ads and what is their goal is and the rest of the things will
be taken care of by Google.

Image source
In Ads express, you need to share only the following details:

 Business category
 Ad copy
 Landing page (either your website or Google My Business page)
 Monthly budget
Expert Level Google Ads Interview Questions and
Answers
48. How can we improve the landing page quality?
Landing page quality can be improved by following ways:

 The page should be relevant to the ad text as well as the keywords in the
adgroup
 A strong headline and supportive tagline
 Original and quality content
 Page load time
 User-friendliness and user experience
 Following Google guidelines
 Transparant content information and privacy policy
 Easy to navigate and understand
 Clear call of action message
 Visual imagery
 Not having too many links
 Should connect with Brand and proposition
 Simplified lead capture form
 Trust symbols.
49. What are the different types of access levels in Ads?
The different types of access levels are: email access, read-only access,
standard access and admin access.

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Google Ads has four levels of account access:

 Email only
 Read Only
 Standard
 Administrative
Email only:
The invitee won’t be able to login to Google Ads but can receive important
mails and schedule emails with reports

Read-only:
The invitee can be able to login into Ads and can access the reports but
making changes is impossible to do.

Standard:
The invitee can able to make changes to the account and can do anything
except the ability to provide access to other users. He can’t edit or remove
other users as well.

Administrative:
The invitee can able to make any changes necessary, add, remove or edit
users and their access.

50. What is understood by API?

Google Ad API is an advanced feature designed for big corporates, ad
agencies to allow their developers to build applications that will engage
directly with the Google Ads server, which helps them utilize ads
efficiently. It allows advertisers to modify ads based on their need easily.

Image source
51. How do you think our competitors are doing and how can we face
them?
Sometimes one of the most unexpected Google Ads question. For that, you
need to do your thorough research before attending the interview. Every
company, big or small have competitors who can make the company’s life
difficult. Find out the list of their competitors, their marketing strategy and
the overall market status.

Find about the competitors’ ad strategies, their content gap, how you can
fill the gap, etc. Figure out the strategies you can implement which help
the business to face and outrank their competitors.
 52. How do you measure Google Ads campaign success?
It depends on the aim of the campaign. If you are attending a Google Ads
Interview of an e-commerce website, success is based on the amount spent
when compared to the value of purchases made.

If a B2B campaign, it’s mostly about the number of quality leads you
achieve while maintaining good ROI. So, the success of the campaign is
based on the purpose of the campaign.

53. If I search my keyword but I can’t see my search result. Why

would that happen?
There are multiple reasons that can let it happen. Some of them are:

 Your IP is excluded
 You are not in the targeted location
 Your ad got disapproved
 Your campaign has exceeded your daily budget
54. What should be the ideal quality score for Google Ads?
Good quality score in Google Ads depends on what kind of keyword you
are working on.

Branded keywords’ good Quality score is between 8 to 10

Low intended commercial keywords’ good Quality score is 7

High intended commercial keywords’ good Quality score is between 7 to 9

55. When do you say when a test is completed?

It depends on what we wanted to achieve at the beginning of the test.
Some companies do a test for a couple of days and come to a conclusion
based on those results. But, it is recommended to give the system some
time to understand the pattern, let it go through different times of the day,
different days of the week to have enough amount of data in hand to come
to a strong conclusion.

56. How to increase conversion rates?

Again, a common Google Ads question. To answer follows:
 Conversion rate can be increased by following methods:

 Creating ads that match perfectly with the keywords you use
 Tightly themed ad groups
 Improve Quality Score
 Optimizing landing page
 Adjusting your keyword type
 AB your landing page
 Align ad copies with landing pages
 Improving CTR of ad
 Use negative keywords
57. How better quality ads help your campaign?
Benefits of better quality ads are:

 It decreases the money you need to spend for a click

 Better ad means better ad rank thus increases the chances for ad extensions
58. Why quality of landing page is important for the success of the
campaign?
Landing page is your playground where you make the user take the final
call.

If the landing page is not relevant or trustworthy, each and every action
you take for the campaign will go in vain. Better ads, high-quality
keywords and money you spend on will not help if the landing page is not
good enough to get the conversion.

It should be aligned with the keyword and ad copies. An inefficient

landing page can promise traffic but not conversions.

59. How to improve CTA in Google Ads?

 Make your CTA visible and stand out and not blend in.
 Give the clear benefit of clicking the CTA
 Add urgency to your CTA
 Make it sound like a human
 Experiment with different CTAs
 Use power words
 Match it with the type of audience
60. How do you measure the success of a Google Ads campaign?
It is one of the general questions from Google Ads interview questions and
answers guide. I consider Key Performance Indicators are the perfect way
to find about the success of the campaign.

The first indicator of a successful campaign is the number of clicks your

campaign gets. The second indicator I check is CTR which shows how
effective my ads are. Then the conversion says if they are fruitful to the
business. I also check other indicators such as time spent, returning
customers, etc.

61. If you feel your campaign is not producing enough good results,
what should you do to fix it?
First of all, check everything is in place. ie., is your conversion tracking
code is proper? Have you added negative keywords? Is your important
keywords or ads are paused? Or limited by budget?

Check where is the issue. Do you have issue in getting traffic or getting
conversions?

Is landing page your issue, then you need to experiment with multiple
landing pages to check which is working.

If you feel your visitors are not intended, try to add more negative
keywords. Find ideas for negative keywords in search trends.

If you need to increase keyword bids, and not having enough budget for it,
try to increase your quality score.

If you don’t get enough traffic, remove low or no search volume keywords
and add relevant and high-quality keywords. Try phrase or broad modifier
if you feel your exact matching type doesn’t allow potential visitors to find
your site.

62. Our highest performing keywords’ CPC is growing up

continuously. What can be the reason for this and how to tackle this?
Sometimes a tricky Google Ads Interview question. It is one of the
advanced Google Ads Interview questions and answers. Increase in CPC
can be the result of increase in competition and possibly because of your
quality score is going downwards. We can figure out the root cause.

We can compare auction insights to find when the CPC was normal and if
there are new players out there in the market.

We can check out the historical Quality score in our reports and figure out
if downgrading Quality score is the culprit here.

63. What is Remarketing?

Remarketing is a target method in which advertisers can show their ads to
users who have visited their website but didn’t convert. The user can be at
any stage of the purchasing cycle. In Google Ads, remarketing campaigns
are available for both search and display. The click rate for remarketing is
relatively high because they are customized and thus connects with the
users more than other targeting method advertisements.