Essential Prescreening Questions for Hiring a Google PPC Paid Search Specialist

Can you describe your hands-on experience in eCommerce PPC Search and Shopping?

This question allows the candidate to showcase their practical experience in managing eCommerce PPC campaigns. Look for detailed examples that highlight their ability to improve performance and drive results.

Can you share how you approach communication and collaboration with different stakeholders?

Effective communication and collaboration are crucial for managing PPC campaigns. This is an opportunity for the candidate to demonstrate their people skills and ability to work with various clients and agencies.

What is your familiarity with Google AdWords?

As a Google PPC Specialist, the candidate should have in-depth knowledge and command over Google AdWords. Their response can give you an insight into their technical prowess and understanding of this key tool.

Can you explain what Quality Score is and why it's important for PPC?

Quality Score is a fundamental concept in PPC. The candidate's ability to explain this concept in simple terms can reflect their understanding of PPC principles and their ability to optimize campaigns.

How would you handle a situation where your PPC campaign was underperforming?

This question tests the candidate's problem-solving skills and their ability to make strategic adjustments based on performance metrics.

How often do you think ad copy and landing pages should be tested?

Testing and tweaking are integral parts of optimizing PPC campaigns. The candidate's answer can shed light on their approach to continuous learning and improvement.

Do you have experience with bid management tools?

Bid management tools can significantly enhance the efficiency of PPC campaigns. The candidate's familiarity with these tools can indicate their technical competence and readiness to handle complex campaigns.

Can you explain how you conduct keyword research for a new PPC campaign?

Effective keyword research is the backbone of any successful PPC campaign. The candidate's answer can give you a glimpse of their strategic thinking and their ability to target the right audience.

What is your approach to mobile PPC?

With the increasing use of smartphones, mobile PPC has become more important than ever. The candidate's strategy for mobile PPC can show their awareness of current trends and their ability to adapt to changing market dynamics.

How do you measure the success of a PPC campaign?

This question helps to gauge the candidate's understanding of PPC metrics and their ability to use data to make informed decisions. Look for answers that include specific KPIs and metrics.

What strategies would you use to increase click-through rates?

Increasing click-through rates is a key objective of any PPC campaign. The candidate's answer can reveal their creativity and their ability to devise effective strategies to enhance engagement.

How do you keep up-to-date with the latest trends and changes in PPC?

PPC is a dynamic field that keeps evolving. The candidate's answer can show their commitment to continuous learning and staying abreast of the latest trends.

Can you explain what ROAS is and how you would use it to evaluate a campaign's performance?

Return on Ad Spend (ROAS) is a critical metric in PPC. The candidate's understanding of ROAS can reflect their ability to evaluate the financial effectiveness of campaigns.

What methods do you use to prevent click fraud in PPC campaigns?

Click fraud can drain your PPC budget and affect campaign performance. The candidate's strategies for preventing click fraud can show their understanding of PPC security and their ability to protect your campaigns.

How do you balance the need for immediate results with the benefits of long-term PPC strategies?

This question tests the candidate's ability to think strategically and balance short-term and long-term objectives. Look for answers that demonstrate a thoughtful and balanced approach to PPC management.