What is digital marketing | What is Google AdWords | what is PPC

Digital Marketing Interview Questions

Digital Marketing is one of the most sought-after job roles in today’s employment market...


BY Kaushik

20th April 2020

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It is a field with huge scope and potential in terms of learning, experience as well as great pay. It ranks among the top-5 most lucrative domains of work as well.

But becoming an expert in Digital Marketing is easier said than done. The art of succeeding in promoting your product on the Internet requires a varied set of skills and a very keen eye for detail. But once you are thorough with the concepts pertaining to the domain, but then, there are the professional interviews which can prove to be a torrid time.

But we are here to make your job easier with our selection of the top, most asked interview questions to make you feel comfortable in the crunch times of questioning, ace the Digital Marketing job interview.

Q. What are the two types of Digital Marketing?

There are two types of Digital Marketing:-

  • Inbound Marketing - It refers to the use of social media for marketing purposes and includes calls like links to websites, content through other sources on the internet.
  • Outbound marketing - Outbound marketing refers to conventional practices like placing cold calls, sending out emails etc for marketing purposes.

Q. What is the difference between Digital (direct) marketing and branding?

Digital Marketing is defined as the set of techniques performed to send out and promote a message or a set of messages about a product or service to customers. It is done primarily to communicate with customers through various channels and thereby increase awareness about the product and keep an active and engaged user base.

Branding is dedicated to spreading brand awareness among the public and thereby get to a large public domain or platform like social media etc.‘Can a machine think and behave like that of humans?’

Q. What are keywords?

Keywords are referred to as the distinguishing search words that a user types in a search engine to avail information about the same from certain websites.

Q. What is SEO?

SEO stands for Search Engine Optimization which is the practice of using techniques that improve a site’s look and desirability and thereby helps in making users throng to the websites via various search engines. This is done by improving the website’s contents and structure so that it gets well-ranked in the search engine.

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Q. What are the different types of SEO?

White hat SEO – It is the most popular SEO technique that utilizes methods and techniques to improve search engine rankings of a site which do not run afoul of search engine guidelines. White hat SEO uses techniques like high-quality content, link acquisition, website HTML optimization, and restructuring. With White hat SEO, you can expect a long- lasting growth in your rankings.

Black hat SEO – It exploits the various weaknesses in the search engines algorithms to get high rankings. The Black hat SEO is not in accordance with the SEO guidelines set by search engines. Some of the black hat SEO techniques are keyword stuffing, link spam, hidden text, hidden link. Using these techniques, you can expect unpredictable, quick but short-lasting growth in rankings.

Grey hat SEO – Grey hat SEO is neither black nor white, it rather combines both. It is a transformation from black-hat SEO techniques to white-hat SEO techniques and from white- hat SEO techniques to black-hat SEO techniques.

Q. How are keywords important to SEO?

Keywords form a crucial part of the SEO process. Using keywords, a person can write content with respect to these words that help in making the search of the user easier when he/she visits the search engine. Through the use of keywords, it also helps the search engine rank the website as high as possible. It depends on the frequent usage and placement of such keywords in the content.

Q. Explain on-page and off-page optimization?

On-page optimization is when you focus on getting users to your website by focusing on making the website and its pages look good and desirable, and also well-ranked.

Off-page optimization is the process of boosting the search engine ranking by getting external links to direct to your page. It is done to boost the presence of the website on the internet.

Q. What are some of the areas where keywords can be used for SEO?

Some of the best areas where keywords can be used are:-

  • Website URL
  • Website Header
  • In the meta tag
  • Heavily in the content
  • In the headline

Q. What are some of the most commonly used Digital Marketing tools & techniques?

Some of the most common tools include:-

  • Google Analytics
  • XML SiteMap generator Keyword Discovery
  • SEMRush
  • Favicon Generator
  • Knowledge representations.
  • Alexa Rankings, and
  • Digital point Keyword tracker

Q. What are the different types of Digital Marketing?

The different types of Digital Marketing are:-

  • Content Marketing
  • Email Marketing
  • Social Media Marketing
  • SEO
  • E-commerce marketing

Q. What is PPC?

PPC stands for Pay-Per-Click, it is a method in which advertisers pay a certain amount of money to the website host or publisher when they’re ad is clicked in the website. It is a way to lure customers to their page through the website page.

Q. What are the two main models of PPC?

Some of the most used tools for PPC assessment are:-

  • SEMRush
  • Optimizely
  • Unbounce
  • Keywords planner
  • AdWords Editor
  • AdWords Wrapper

Q. What are the characteristics of a good PPC keyword?

The characteristics of a good PPC keyword are:-

  • Relevance - The keyword must have relevance to the target audience as well as adhere to the content
  • Exhaustive - The PPC keyword should have both “short” and “long” tail keywords to search so that it never runs out of contention.
  • Expansive - PPC is an iterative process and keeps developing, so the list of keywords needs to be “continuous and adaptive.”

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Q. What is Quality Rank Score and what does it determine?

Quality score is a metric devised to rank and assess your website and landing pages. It is a very important tool for improving the site’s quality and desirability. It is used to determine the CPC.

Q. What is AdRank?

AdRank is the measure of the site’s desirability ratio on the Internet. It is calculated by the product of CPC bid and the Quality Score. Higher the quality score, higher the AdRank and this makes sure that the page is well found on the search results.

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Q.What is Google AdWords?

Google AdWords is an advertising system created by the ever-revolutionary Google ecosystem where advertisers bid on keywords to get their ads to appear on search results.

Q. How does Google AdWords work?

If the offering costs high, your promotion will show up over the Google page. Adwords deals with pay per click which means you pay the sum you have offered if somebody taps on your advertisement because of web seek.

Q. What is Google AdWords Remarketing?

Google AdWords Remarketing is a tool that helps in promoting the right ads at the right time for people who have in some way been in contact about your product or service but didn’t enroll at that point or didn’t show interest. It is a useful tool at the right time to convert the prospects who know about your product and can turn into customers easily.

Q. Name some Google Ads extensions?

Some of the prominent Google Ads extensions are:-.

  • Call extensions
  • Callout Extension
  • Promote extension
  • Structured snippet extension
  • Sitelink extension
  • Affiliate location extension
  • App extension

Q. What is the difference between SEO and SEM?

SEO stands for Search Engine Optimization which is the technique employed to get a website ranked and visible in the search engine. SEM stands for Search Engine Marketing which is the technique done for purchasing space within the search engine result page.

Q. What is Email marketing? How is it useful?

Email marketing is the technique of communicating and building relationships with the community and thereby driving ads and sales of the company. Email marketing means sending emails to customers in order to make them understand the benefits of the product and a good email strategy accomplishes just that. It turns leads and prospects into potential customers.

Q.What is Content Marketing?

Content Marketing is defined as the job of making relevant, informative and persuasive content that drives people towards trusting and motivated to buy your product and it also ensures that the people are persuaded enough to drive them to the stage of the purchase.

Q. What are long-tail keywords?

A search string of more than four words put together is called a long-tail keyword. Although long-tail keywords show less traffic, they rank better than normal keywords.

Q. What is AdSense?

AdSense is a service provided by Google that provides text, media, image and/or video advertisements to attract users and viewers to the website or page. The ad-service is maintained by Google itself and the publishers (owners of the website) earn money from the ad display either on a per-click or per-impression basis.

Q. What are KPIs and what are they used for?

KPI stands for Key Performance Indicators which are used as analytics tools to assess the performance and quality of work in an environment. In digital marketing, they are used to gauge the activity surrounding marketing techniques that have been employed by a particular organization.

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Q. What are the most important KPIs in use?

Some of the important KPIs in use are:-

  • Sessions
  • Bounce Rate
  • Traffic
  • Conversion Rates
  • Engagement
  • Impressions
  • Leads
  • Average time
  • Prospects
  • Customers, etc

Q. What is AMP?

AMP is short for Accelerated Mobile Pages. It is a project from Twitter and Google to make fast mobile pages. AMP is an open-source library that helps create a lightweight and fast loading web page. It enables marketers and publishers to create mobile-friendly web pages, which can be supported at different platforms and is compatible with all types of browsers.

Q. What is Bounce Rate?

The Bounce Rate is defined as the ratio of people who exit a website without having a look at the page. For a website to rank well, it is imperative to have as low a bounce rate as possible. An optimal value of Bounce Rate is considered close to 30%.

Q. What is meant by Exit Rate?

Exit Rate is considered the ratio of the people who last exited a session on the page. It helps us analyze the people who lastly were engaged in the page.

Q.Define Alexa Ranking?

Alexa Ranking is a premier website ranking service which analyzes and assigns the page ranking for each website. It gauges all the pages of the website and based on the numerous parameters like average time on the page, inbound links, outbound links, traffic analysis, the average loading time of the website etc.

Alexa uses advanced analysis mechanisms and ranks a website and its pages on a local and global scale. A higher Alexa ranking indicates that your website and the linked pages are performing well. Google is ranked #1 on Alexa Global Ranking.

Q. What is meant by Average Load time?

Average load time is defined as the duration it takes for a web page to load on the browser. It is a very important characteristic in improving the ranking of your page on a search engine or on the internet. Average Loading time is an important factor of usage in Alexa Ranking as well.

Q. What is meant by Cohort Reports?

A cohort is a group of people who share a common characteristic or preference. A Cohort Report is used to analyze such customers and get information about the same.

Q. What is the use of Acquisition Reports?

Acquisition Reports are used to define information about the traffic and its sources to and from the website.

Q. What is Canonization in SEO?

Canonization is defined as the situation where one landing page contains multiple URLs. This leads to confusions in indexing. The www and Non-www versions of a page lead to the same content which is erroneous and undesirable.

Q. What is cloaking in SEO?

Cloaking is defined as a black-hat SEO practice where a version of the page that is produced for Google to check and rank is veiled in a different manner for the users when they visit the site. It is considered kind of an entrapment scheme and is a foolish thing to do considering Google is specialised a primed to catch miscreants resorting to such practices.

Q. Differentiate between page views and sessions?

Sessions are singular in nature and define the number of times a user frequented to your website when assessed over a period of time. Page views, on the other hand, are a subset of Sessions and are multiple in nature as a user can track to different pages within the website under one session.

Q. What are the four C’s of Digital Marketing?

The four C’s of Marketing are:-

Customer – Who sees the message

Content – The message customer sees

Context – Why the Customer sees the message.

Conversation – Happens between you and your customer

Q. What is Mouse Trapping?

Mouse Trapping is an online browsing trick that keeps track of how much time a user spends on your webpage and site and all the activity that they did in that timeframe.

Q. List and explain the various Email marketing techniques and assets?

The prominent Email marketing techniques are:-

  • Email newsletters - Email newsletters are assets that are written regularly to the users in order to facilitate communication with the customers and keep them in the loop with modern practices in various domains.
  • Traditional Emails - Traditional emails are pre-determined mail formats that are created in order to emphasize a product action taken by the customer. They are usually like messages that confirm a purchase, provide offer information, email receipts etc, i.e messages that denote an action being taken from the customer end that makes them customers from prospects.
  • Business Emails - Business emails are done with a strictly professional approach and vary for different verticals in business. For B2C, the mails can be informative and a bit quirky as well to drive home the promotion of the product and also make the user stay in the loop of knowledge and a prospective purchase.
  • For B2B, the structure has to be professional where you describe the highlights of the deliverables and what both parties intend to achieve and obtain from the association.

Q. What are the advantages and disadvantages of Email marketing?

Advantages:-

  • Large audience.
  • Internet users check emails on a regular basis.
  • Return of investment generated can be huge if email marketing is planned the right way.
  • Email is the most basic and popular service of the internet and thus most people are familiar with it.

Disadvantages:-

  • Filtering causes a large number of emails to be rendered undelivered.
  • Spamming in emails may lead to legal action against internet marketers.
  • Needs to be planned very carefully as very minute factors may lead to an email being rendered undelivered or filtered out

Q. What are WebMaster tools?

Google Webmaster Tools is a collection of web utilities that help website owners ensure that their site is Google-friendly. These tools have many applications like getting data about incoming search traffic, requesting Google to crawl and index the website, viewing crawl error reports, etc.

Q.What are some of the key points to be kept in mind when drafting an email?

Some of the key points to be kept in mind are:-:

  • Use an effective subject
  • Make sure the email does not go into spam. To ensure this make sure the email does not have too many links and restricted words which lead to mail ending up as spam
  • Keep the email body crisp and up to the mark
  • Make your point and do not drift away from it
  • Avoid any form of grammatical mistakes
  • Reiterate at least once

Q. What is CRM?

CRM stands for Customer Relationship Management which is a tracking system that keeps track of your marketing activities. There are many organizations that specialize in providing such systems. CRM keeps track of various marketing activities that an organization undertakes like mails, social media management etc.

Q. What is conversion optimization?

Conversion optimization is a practice of determining how a website can increase the ratio of visitors to actual customers. A conversion is a site visitor who has taken a desired action rather than simply viewing content and leaving. One way to optimize conversions is to conduct A/B testing, which runs two web pages with altered designs or content to see which yields more conversions.

Q.Which is essential: the number of engagements or the likes/followers?

Social media is not just about the number of followers or likes. Because unless these followers and likes convert into sales or boost your business, there is no point running after increasing them. Therefore, engagement is better than followers or likes.

Q. What are the skills needed for Digital Marketing?

Digital Marketing is an amalgamation of innovation, creativity, and analytics, one should have a creative mind, data analysis skills, writing and editing skills, and technical skills to be a successful digital marketer.

Q. What is meant by Viral Marketing?

Viral marketing is a business strategy that uses existing social networks to promote a product. It refers to how consumers spread information about a product to people in their social networks.

Q. What is your ideal structure for a marketing budget?

Critical keys to plan and implement a marketing budget are –

  • Calculate the marketing budget and align your marketing goals with your company’s strategic goals
  • Identify the marketing budget to develop a detailed marketing plan that supports your strategy
  • Allocate your marketing budget
  • Implement the marketing budget plan

One thing to note is that there are no fixed rules for the marketing budget. It varies according to the needs and desires of an organization and how they want to portray themselves on the Internet. It also depends on how much they are willing to invest in it and how much they can.

Q. What is your approach to edit a copy?

The correct approach to edit a copy is –

  • Don’t write excessive information that is unwanted and unaccounted for.
  • Cut the convoluted words
  • Use online proofreading tools
  • Do not repeat yourself
  • Continue experimenting with different approaches

That last line makes it clear like in the previous question that there is no clear-cut way to write laser-guided content. One learns from experience and experimentation to zero in on the content strategy that works perfectly for them. This strategy varies across different platforms and organizations.

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We hope these questions have given you the requisite knowledge and help you succeed in the Digital Marketing interviews. If you wish to imbibe the skills of Digital Marketing, why look anywhere else? Stay right here and learn with Verzeo’s Digital Marketing Internship Program. Start today, start early.


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