Imp Google Ads QA

🔥 Quality Score

QS is driven by Ad Relevance, Expected CTR, and Landing Page Experience.

• Tightening keyword → ad → landing page alignment
• Writing intent-specific ad copy
• Improving LPX with UX team (page speed, mobile UX, relevance)
• Removing keywords hurting CTR
• Lowering bounce rate through LP testing
• Adding high-intent negatives to improve expected CTR.”

🔥 How do you manage a large-scale search account daily?

Every day I run the account using an algorithmic routine:

• Auction checks – Ad Rank, IS, rank drops
•  Efficiency filters – identify non-converting queries/keywords
• Bid architecture – adjust Target ROAS or CV based on volume goals
• Query mining – add incremental keywords that show strong product-to-query alignment
• LPX audits – identify pages hurting Quality Score
• Performance stabilization – ensure signals (conversions, budgets, seasonality) are consistent for Smart Bidding.

🔥 Impression Share Diagnostic Framework

Lost IS (Rank) means:

• Low bids
• Low QS
• Competition increased
• Ad Rank issues

How you respond:

• Increase bid or loosen TROAS
• Improve QS components
• Tighten match types
• Improve LPX

🔥 How do you improve LS (Search Lost IS) Rank?

• Increase bids
• Lower TROAS
• Improve QS
• Reduce fragmentation
• Improve LPX

🔥 Traffic Purification Loop

• Identify bad queries/keywords

1. Low CTR → relevance issue
2. High CPC + low value → cost pressure
3. Low expected CTR → hurting QS
4. Conversions < threshold

• Pause / lower bids
• Monitor recovery signs

1. Quality Score improvement
2. CTR improvements
3. ROAS improvement

• Reinstate with small budgets
• Scale if stable

🔥 RCA (Root Cause Analysis) framework

Step 1: Identify the symptom

• ROAS drop
• CPC spike
• Click drop
• Conversion drop
• IS loss
• QS drop

Step 2: Check auction metrics

• CPC
• IS Lost Rank
• Ad Rank
• Top vs Absolute Impression Share
• Overlap rate with competitors

Step 3: Check user-level metrics

• CTR
• CVR
• Bounce rate
• Device segmentation
• Audience segmentation

Step 4: Check platform-side factors

• Bid strategy learning
• Conversion signal delays
• Budget limits
• LPX issues

Step 5: Implement a corrective action

• Adjust bids
• Improve ads
• Add negatives
• Update landing page
• Adjust TROAS
• Expand keywords

🔥 What is Keyword Intent Mapping?

Aligning queries to correct match types and campaigns based on intent level:

• High-intent → exact match
• Mid-intent → phrase
• Discovery → broad

This increases QS, improves control, and strengthens ad relevance.”

🔥 How do you ensure Smart Bidding stability?

• Single source of truth conversion
• No conflicting bid changes
• Stable budgets
• Long-enough learning windows
• Consistent campaign signals
• No over-fragmentation

🔥 Smart Bidding

Target ROAS (TROAS)

• When to loosen (to increase volume)
• When to tighten (to improve efficiency)
• Why TROAS needs consistent signals
• Importance of conversion lag analysis

Maximize Conversions / Conversion Value

• Used for scaling during budget-free environments
• Best for early learning or rapid share acquisition

Key phrase to use:

“Smart Bidding only works if you maintain signal purity. My job is to protect the algorithm from noise.”

🔥Deep Auction-Level Explanation

1️⃣ Maximize Conversions (or Max Conversion Value)

Best when the goal is:

• Maximum traffic & reach
• Enter more auctions
• Win impressions aggressively
• Collect signals quickly
• Launch new campaigns/products

Why it works well in auctions:

• It removes efficiency constraints
• Algorithm bids more aggressively
• You get higher impression share
• Good for unstable environments with low data
• Smart Bidding tries to maximize clicks/conversions within your budget

Downside:

• CPC increases
• ROAS becomes unpredictable
• Not suitable for mature accounts

2️⃣ Target ROAS (tROAS)

Best when the goal is:

• Efficiency
• Maintaining profitable auctions
• Defending ROAS
• Controlling expensive keywords
• Running large-scale accounts with stable conversion data

Why it works best in auctions for profitability:

• Algorithm bids only when predicted value ≥ ROAS threshold
• Eliminates low-value auction entries
• CPC is controlled more tightly
• Search Lost IS (Rank) may increase (because you're selective), but ROAS improves
• Works extremely well in stable, high-volume campaigns

Downside:

• Restricts volume
• Sometimes avoids competitive auctions
• Requires strong, consistent conversion signal density
• Not ideal for new keywords or new markets

🔥How Google’s Auction Reacts to Each Strategy

Depends on business goal, but primary KPIs: CTR CPC Quality Score Conversion Rate Cost per Conversion ROAS Impression Share Search Lost IS (budget & rank) 🔥 What is Impression Share? Impression Share = % of total possible impressions your ads actually got. Types: Search Impression Share Search Lost IS (Budget) Search Lost IS (Rank) If lost due to budget, I scale budget. If lost due to rank, I improve QS or bid. 🔥 What is the difference between Broad, Phrase & Exact match? Broad: Wide reach, AI-driven relevance, good for discovery Phrase: Medium control, matches close meaning Exact: Tight control, high intent I usually begin with broad + smart bidding, then refine using search terms. 🔥 Explain negative keywords. How do you use them? Negative keywords prevent ads from showing on irrelevant queries. I add them: From Search Terms Report Using common exclusions (free, jobs, meaning, PDF etc.) At Ad Group, Campaign, or List level Negatives improve CTR, CPC, and Quality Score. 🔥 How do you measure success in Google Ads? Success = alignment of KPIs with business goals. I measure: Leads quality & CPL Revenue & ROAS CAC vs LTV Conversion rate trends Funnel performance (Search → Remarketing → Conversion) 🔥 What are the main extensions you use? Sitelinks Callouts Structured Snippets Call Extensions Location Extensions Image Extensions Price Extensions These increase CTR and improve Ad Rank. 🔥 How do you optimize a campaign that is not performing well? Check conversion tracking Review search terms & add negatives Improve ad copy CTR Fix landing page issues Re-evaluate bid strategy Pause wasteful keywords Analyze device/location performance Test new creatives I optimize based on data, not intuition. 🔥 How do you handle high CPA? Improve landing page Add high-intent keywords Add more negatives Switch to tCPA after 30+ conversions Improve ad relevance Cut waste from low-performing audiences/locations/devices CPA drops once quality improves. 🔥 What is your approach to scaling a Google Ads account? Expand winning keywords Add similar audiences Launch YouTube remarketing Increase daily budgets gradually (10–20%) Duplicate top campaigns for performance testing Add new match types Create value-based campaigns (tROAS) Scaling is methodical, not aggressive.

GAM Campaign Setup

 Add new orders

• Navigate to Delivery > Order.
• Click New order.

• Go to "General settings" & enter "Order  Name" & "Advertiser Name"
• Click Add line item or Save.

Set up new line items

• Navigate to Delivery > Orders.
• Click the name of an existing order to go to its details.

• Click New line item.
• Select Ad type: 

1. Display (Standard)
2. Video or audio

Basic details

• Enter a name for the line item. 
• Under "Line item type", select the type i.e Standard (6, 8, 10), priority i.e High & Priority value i.e 6. 

Creative details

• Specify the ad sizes of these ad creatives i.e 160x600, 300x250, 320x50, 320x100, 320x480, 728x90, 970x90, 970x125, 970x250

• Upload the creative using "Bulk Upload Creatives" & update the Landing Page in "Click-through URL" 

Delivery settings and cost

• Indicate start and end date. 
• Enter volume (quantity, goal, or limit) against which the rate is to be calculated. Volume shown varies depending on line item type selected.
• Enter the rate—this is the price negotiated with your advertiser or buyer, which is applied to the value for volume of impressions, clicks, or the goal entered.

Adjust delivery

• Deliver impressions: sets the speed at which the impressions should be delivered for this line item.
• Display creatives: controls how creatives are displayed on a single webpage when there are multiple active creatives in a line item.
• Rotate creatives: allows you to define which creative displays as part of a rotation when multiple creatives are associated with a line item.
• Frequency caps: limits the number of times a creative can be shown to a given user within a specified time period.

Add targeting

• Add targeting. Targeting allows you to limit where a line item shows ad creatives. Limiting where ads shows helps advertisers reach their intended users, demographic, or audience.
• Click Save.

Approve an order

• Find the order you want to approve. You can use universal search or navigate to Delivery > Orders to browse or apply filters.
• Navigate to the details page for the order.
• Click Approve above the list of line items on the details page.
  

Formula to calculate CPM?

CPM formula is CPM = 1000 * Amount / Impressions