Do you want to know what to expect in a Google Ads (PPC) Interview? We’ve created this blog post to help you with some of the most common Google Ads interview questions and answers.

Why Google Ads Call-Only Ads Are Getting Clicks But No Calls?

Are you wondering why you are only getting clicks but no calls on your Google Ads?

Then, the critical area where you want to look is your IP. It has a link with the IP since there can be a lot of clicks coming at your ads from one single IP or even multiple IPs as well.

So, the best thing to do is exclude them the same way you do for your negative keywords. Google will block all such IPs that are clicking many times on your Google Ads.

What Else Can You Do?

Another thing that you can do apart from blocking the IP is that you can also alter the message on the ad. It is because people might be clicking on your ads but not calling you since it is a two-step process. Upon the first click, Google will charge, after which it will prompt up the phone dialer.

That is when the user needs to click on the button to make a call. Therefore, if you change the text of the ad, there is a slight possibility that they might call you, but it is not a guaranteed solution.

The optimal thing to do at this point is to put a halt on the call ads for the moment and focus on either Responsive Search Ads (RSA) or Expanded Text Ads (ETA) that has the option for call extensions. This is due to the reason that it might redirect the traffic towards your landing page.

Why Using Responsive Search Ads is a Good Option?

If you switch to Responsive Search Ads rather than Call ads, then you can redirect the visitors to your landing page and show them the offer, different products, various pricing, and show them your phone number. So there is a pretty good chance that it will turn the tide for you, and you might start receiving more calls than before.

But if you still are not getting calls, it is time to change and tweak the offer you are giving to your customers. For example, if a customer is searching for something and your ad pop-ups, they click on it but do not call you— it means there is a chance that your offer is not enticing enough.

What Is IP Address Exclusion In Google Ads?

IP address exclusion can be a solution to a problem you might face while running your Google ads. It occurs when a lot of fraudulent clicks are done by your competitors deliberately. The main aim is to impact and exhaust your daily budget.

Although Google has a system in place known as the invalid click system to deal with this problem, you will still find people clicking on your ads.

How To Deal With Fraudulent Clicks In Google Ads?

The optimal approach to deal with fraudulent clicks is by identifying the same IP address that is coming through and making several clicks on your ads. You can choose to exclude the same way you do to a negative keyword.

In addition, you can choose to use software and tools that help you in identifying and stopping any fraudulent clicks. It will give additional protection to your account – saving it from any IP address to make deceitful clicks on your ads.

Why Is Blocking IP Addresses A Smart Move?

Many reasons point out why it is optimal to block any fraudulent IP address. The top reason is that you will pay a significant amount of money just for a single person who is clicking on your ads repeatedly. It will yield no return on the investment you are making in Google Ads.

So, if you are wondering how to deal with this issue, here is a step-by-step guide for blocking an IP in Google Ads. It is a straightforward process that will only take a couple of minutes at max.

Step-By-Step Process For Blocking An IP Address In Google Ads

If you want to block a specific IP from clicking on your ads, then all you have to do is:

Step 1: Sign in to your account for Google Ads.
Step 2: Click on the menu on the left side and go to Settings.
Step 3: Choose the campaign that you want to stop the IP addresses from clicking.
Step 4: Select the option for IP Exclusions (You might find it under the Additional Settings.)
Step 5: Enter the IP address you wish to exclude from your campaigns.
Step 6: Click on Save to enforce the new settings and block the IP address.

One thing that you have to keep in mind is that you can only block 500 IP addresses. So, be careful to choose the ones that are actually clicking on your ads multiple times and are giving you no results.

What Is Frequency Capping In Google Ads?

Ads are a great way to show your brand to the target customers. However, if you keep showing the same ads to one person repeatedly, there is a high chance that it will annoy them. People will get fed up with your ads which will ultimately have a negative impact on your brand.

You might want to go for remarketing, but that does not mean you show the same ads to the same user throughout their day whenever they go on the internet. That is where frequency capping in Google Ads comes into play.

Frequency capping allows you to set a limit to the amount of time a user can see your ads. You can set impressions or views to limit the number of times your ads show up to a user.

Steps To Use Frequency Capping For Your Video And Display Campaigns

Google lets you set frequency capping for your video and display campaigns. Here is how you can do it.

If you place the frequency cap for a display campaign, it will give you the option to manage the impression that the user has on your Google Ads on a daily, weekly, or monthly basis. In addition, you can control the number of impressions for the ad group and the ad as well.

The algorithm uses third-party cookies as the default settings. However, if they are not available, it will use the first-party cookies for the impressions.

If you place the frequency cap for a video campaign, it will give you the option to manage the time of impression or views that the user has on your videos in the campaign on a daily, weekly, or monthly basis. An important point to keep in mind is that the frequency cap for video campaigns is only applicable on the campaign level.

If you plan on using the video of a particular campaign that is running in other campaigns, then the impressions or views from the other video campaigns for a particular viewer will be included in the count for the frequency cap of the current campaign. Upon reaching the frequency cap, the algorithm of Google will stop displacing the campaign to that user.

What Is The Use Of Search Terms Report In Google Ads?

Search terms report in Google Ads can be beneficial, but not many people use it for optimising their marketing campaigns. If used in the best manner, search terms report in Google Ads can do wonders for your campaign. Let’s start by understanding what a search terms report is.

What Is a Search Terms Report, And How Do You Use It?

Search terms report is where you can see all the search queries that users post on Google after your ad is displayed in front of them. Therefore, if you see any queries that you think are not appropriate as per the services or the products you are offering, you can add them as negative keywords.

By doing so, it will avoid showing your item on that search term for future queries of the user’s post. However, if you spot any search terms that are not in your campaign, you can take advantage of them and look for the latest queries or search terms to include in your campaign.

It helps you in both ways since it allows you to identify and add negative keywords, whereas at the same time it enables you to find and add positive keywords for your campaign. The duration to conduct this activity depends on the size of your account. Usually, you should carry out this exercise weekly to save and make a lot of money at the same time.

Benefits Of The Search Terms Report

There are many advantages of incorporating the search terms report. One of the best things about a search terms report is that it gives you an understanding of the queries that trigger your ad. In addition, it can show you the performance of the searches.

You can also find the new concepts for your landing page that are innovative and are a blend of your customer’s searches. Additionally, it can benefit you by:

  • Saves you from connecting your brand with something harmful or unrelated queries.
  • Helps you add keywords from which you can save yourself from wasting impressions.

These are some of the benefits you can get from the search terms report. There are plenty more that you can enjoy.

What Is Dynamic Keyword Insertion (DKI)?

Keyword insertion can be a great way for your ads to show up to prospective users. The feature allows you to insert and update your ads with relevant keywords in the ad group which results in showing your ads to the users. It allows you to make your ads more appropriate to the users looking for services that you are offering.

How To Add A User’s Query Into Ad Copy?

The best way to automatically add your user’s query into the ad copy is using dynamic keyword insertion. In case the user’s query has the same keyword, then it will get added to your ad automatically and show up to the user. All you have to do is go through the Google Support Center, and it will give you more information about Dynamic Keyword Insertion.

Dynamic Keyword Insertion: How Does It Work?

Here is the simple process that tells you how the dynamic keyword insertion works.

Step 1: The first thing that you need to do is to add a special piece of code in the ad text of your Google Ads. Let’s say you want to run a campaign for the promotion of a chocolate shop, and there is an ad group that is available for you to advertise your items. You can insert a piece of code into your ad text relevant to your goods or services. By doing so, it will use that particular piece of code in your ad text when the keyword cannot be inserted.

Step 2: Next, if the customer searches one of your keywords, Google Ads will replace the code with that keyword to show your ad. The feature enables you to have one ad which displays differently to the user as per their search query. As a result, it makes their ads more relevant and helpful.

Step 3: Once you have added your keywords, you can save the change and run the campaign.

Common Problems With Keyword Insertion

There can be times when you can face some problems with keyword insertion due to the following reasons:

  • Excessive characters in the URL, headline, or description line.
  • Grammatical mistakes or spelling errors.
  • The landing page is not operational or working properly.
  • The content in the keywords promotes unethical or illegal activities.
  • The keywords used do not make any sense.

It is best to avoid making these mistakes when using keyword insertion for the optimal results of your ad campaign.

What Is Automated Bidding Strategy?

You might have heard about “Automated Bidding” and wondered what it is? Well, you’re at the right place because here we will walk you through a quick guide about automated bidding.

So let’s get started!

What Is Automated Bidding?

The term “Automated Bidding” is the process of bidding via Google’s AI features. In other words, you don’t have to bid manually. Instead, Google algorithm and artificial intelligence will run the bidding campaign itself. It not only skips your manual efforts but also provides you with better results. It generates high-quality clicks and targets the optimal audience automatically.

Automated Bidding Charges Slightly Higher

While “Automated Bidding” awards your premium results, it also charges a little higher than manual. But don’t worry because it’s worth the results. It may result in a better click, more qualified, and of greater quality leads, which is why you are paying a premium for the highest CPC.

Moreover, with max conversion value, target CPA, maximize conversions, and target ROAS, you don’t have to go through the manual stress you used to bear. Instead, you can focus on writing your ads creatively, focusing more on the landing page, improving the user experience on your landing page, and so on.

Automated Bidding Is A Smart Move

Since the market is getting saturated, you need to carve out smart ways to stand out from the crowd, and automated bidding will create the difference. Let the technology handle the complications, and you focus on your area. Invest your time and energy in writing catchy ads on landing pages and design the website accordingly.

What Is The Difference Between Clicks And Impressions?

The various statistical terminologies come across while you advertise your business online. Clicks, impressions, and views keep rotating and confuse the advertisers. Whereas in reality, they are just updating you on the advertisement’s performance.

People often get confused between clicks and impressions, and this is what we are going to differentiate further. Check them out.


An impression is simply the number of times your ad has been (or will be) seen by a potential viewer, whether it’s a banner, button, or text link. Simply put, this is the total number of times that image has appeared on any computer screen anywhere on the planet. As an advertiser, this is the least cost-effective method of buying advertising.


The number of times someone has taken their cursor placed it on your advertising image and then used their mouse to click on that image and be taken to your website is known as a click-through. You’ll know exactly how many people will come to your website due to the paid advertising. When a user arrives on your website, it should be engaging and interactive enough to elicit an emotional response that prompts them to contact you.

Difference Between Impressions And Clicks

Impressions are the number of times your ad pops up before a potential customer, and clicks are counted when such a customer click on that ad. This is all the difference between impressions and clicks.

Why Call Extension Approved But Not Showing In Result?

The simplest approach to incorporating contact information into preexisting ads is using call extensions. If you try to add a contact number anywhere else in your advertisement text, it could result in the ad being rejected; thus, if you want to incorporate a phone number, the best way to do this is to utilise call extensions.

Requirements For Call Extensions Approval

Google has some policies in place to approve the call extensions for your ads. There are some essential points you need to know first as any of them might become the reason for the rejection of many call extensions. Below are the two points that you need to be aware of:

  • Unverified phone number: Google wants you to first verify the phone number you want to use in order to maintain high standards of user experience.
  • Inappropriate phone number: It is vital for you to provide acceptable contact numbers in ads and extensions. They must be correct, active, and address the business being advertised.

Call Extensions Approved But Not Showing In Result – Know The Reason!

There can be situations where your call extensions get approved, however; it might not be showing up in the result. There is nothing wrong with it as not every time your extensions will show up. The algorithm of Google only displays the top four ads. There is also a chance that Google will only show the top two ads with the extensions.

If you want to trigger the extensions, then the only way possible is by having a higher ad rank than your competitors. You will be able to see your extensions popping in your ads. All in all, what you need is a good landing page, an optimal ad rank, and an aggressive bidding mechanism for your approved call extensions to show up.

What Is Ad Rotation In Google Ads?

Google is getting smart day by day, which is why it is utilising new techniques to help its user base target its audience.

If you are wondering what is ad rotation and how does it work? Then you have come to the right place!

In this blog, we will be giving you an overview of ad rotation and how it can help your business. So, let’s get started!

What Is Ad Rotation All About?

Ad rotation helps you to test different ads in a single ad group. It enables you to run multiple ads rather than a singular ad. It gives Google the chance to see which ad combination is more responsive and working well among your target audience.

Since expanded text ads (ETAs) will retire by the next year, Google is more focused on responsive search ads (RSAs.) Therefore, with ad rotation, you can run multiple ads for your campaigns to rotate them and find out which one of your ads is doing well for you.

How Can Ad Rotation Help Your Business?

Ad rotation can help your businesses in many ways by optimising your video campaigns. With ad rotation, you can identify the best of your videos that can help you to attract your target audience. It makes the entire process less hectic and cost-effective.

Furthermore, Google is working on simplifying its processes by giving users multiple options for ad rotation processes. You can also come up with creative ideas for your ads and test them simultaneously with your current ones to check which one is performing better. All in all, ad rotation can help your business in many ways.

What Is The Difference Between CPM, CPC And CPV Bidding?

Do you want to advertise your business online but don’t know how to?

Are you confused about technical terminologies like CPC, CPM, and CPV and don’t know where to bid?

People often get confused while advertising on digital platforms, and it’s quite normal. In this blog post, we will explain everything about CPC, CPM, and CPV. And, by the end, you’ll be able to identify the right option for your business. So let’s get started.

What Are CPM, CPC, And CPV?

Before we learn about the insights, let’s give you a quick abbreviation and definition.

CPM (Cost Per Thousand Impressions)

CPM bidding is the most popular option to be used for Google Ads. CPM is typically used by large corporations who want to get their brand in front of as many people as possible. So that’s a win-win situation.

One of the disadvantages of CPM ads is that you may pay for 1,000 impressions but receive no clicks to your website. On the other hand, CPM ads have the advantage of judging the display network solely on price, whereas CPC bids are based on CTR, quality score, and other relevant factors.

CPC (Cost Per Click)

When you use CPC bidding, you only pay when someone clicks on one of your ads. You pay a certain amount each time someone watches a video. The cost per click is calculated whenever someone clicks on your ad, and this is how these bidding strategies work.

Most people use CPC bidding because it is optimised for the Search Network. It’s also the recommended bidding strategy when you know how much you’re willing to pay to drive traffic to your website.

CPV (Cost Per View)

CPV is a marketing method in which advertisers only pay for videos that are actually watched, which is beneficial to them. It’s a good deal if you want to stretch your advertising budget as far as possible.

When somebody does click your ads, your cost is divided by the number of clicks on your video; you will see the CPC column as that amount costing you per click.

Advertisers benefit from CPV marketing because they know they’ll get their money’s worth from a successful video ad campaign. Views provide an immediate metric for how ads are performing. The advertiser does not pay for something that no one watches if views aren’t delivered successfully.

Which Works The Best?

If you are an agency owner, we don’t suggest you run on a CPM basis. Instead, we recommend you to go with CPV for video campaigns; once you have got a good amount of conversions, you should switch over to target CPA for display campaigns or search campaigns.

About Uzair Kharawala
Uzair Kharawala is the Co-Founder at SF Digital. He is a Certified Google Partner, is a Cricket fanatic and loves Photography.
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