INTERVIEW QUESTIONS

INTERVIEW QUESTIONS

1) Explain what is digital marketing?

Digital marketing is the brand marketing tactics of the internet. It includes various techniques like SEO, SEM and link building.

2) How can you categorize the digital marketing?

The digital marketing/communication is categorized into two segments

  • Inbound Marketing: This technique takes the help of social media, digital content in e-books, webinars or e-newsletter to increase the number of clicks on links and learn more about a company and its services.
  • Outbound Marketing: This segment includes placing ads, cold-calls, e-mails or reach out potential customers through digital mediums

3) Explain what is SEO?

Search Engine Optimization widely known as SEO is the process of improving the structure, content, and organization of your site so that the Search engines can index them correctly. It also involves doing promotional activities to boost your search engine rank.

4) Explain what is a keyword in digital marketing? How important is it from the point of SEO?

“Keyword” in digital marketing is the word that a user’s or person enters into a search engine to find specific information.

From SEO point of view, for better page ranking keywords are very crucial. How and where you have used the keywords will reflect your site ranking.

5) Mention what are the key areas where you can use keywords to optimize the site ranking?

For better page ranking, you must use the keywords in following areas

  • Keyword in Website URL
  • Keyword in Website Title
  • Keyword in Meta tag
  • Keyword in Web page content
  • Keyword density in body text
  • Keywords in Headlines

6) Explain what is PPC or Pay Per Click advertising?

Pay Per Click is also known as Cost Per Click is a technique used to direct traffic to websites.  In this technique, advertisers pay the publisher ( website owner or a host of the website) when the ad is clicked.  In other words, it is the amount spent to get an advertisement clicked.

7) Mention what are the primary models for determining Pay-Per-Click?

The primary models for determining Pay-Per-Click are

  • Flat rate PPC :

In this type of model, both publisher and advertiser agree to a fixed amount that will be paid for each click. In most time, the publisher has a rate card for PPC plan based on different areas of their website or network.   The amount varies as per the content that generally attracts more or fewer people.

  • Bid based PPC :

In this type of model, the advertiser competes with other advertisers in a private auction hosted by a publisher.  The advertiser will inform publisher for the maximum amount of bid he is willing to pay.

8) Explain what is Google Adwords?

Google Adwords is the single most popular PPC advertising system in the world.   It works for Pay per click model.

The AdWords platform enables the business to create ads that appear on Google search engine and their other properties.

9) Mention what is an effective PPC keyword should be like?

An effective PPC keyword should be

  • Relevant: List out the targeted keywords
  • Exhaustive: Apart from most popular keywords it should include the “long tail of search”
  • Expansive: PPC is iterative, therefore the keyword list should be constantly growing and adapting

10) Mention what are the key elements to optimize the conversion rates per PPC?

The conversion rate is nothing but to bring more visitors to your site.  To increase the conversion rates you have to focus on following things

  • Write compelling content on your site that is relevant to the keyword or search query
  • Maintain a high degree of relevance between your ads and corresponding landing pages
  • The webpage should easy registering process, signing up for a newsletter or making a purchase
  • Check design of your landing page which should have right combination of color, layout, and GUI to attract more customers

11) What should be the approach for effective Pay Per Click campaigns?

For effective Pay Per Click campaign, you need to do following things

  • Add more PPC keywords: By adding more keywords that are relevant to your business, you can expand the reach of your pay per click
  • Split Ad groups: By splitting up your ad groups into smaller and more relevant ad groups, you can improve click-through-rate (CTR)
  • Review costly PPC keywords: Review expensive and underperforming keywords
  • Refine landing page: To align with individual search queries modify the content and call-to-action of your landing page
  • Add negative keywords: To improve campaign relevancy and reduce wasted spend, add non-converting terms /negative keywords. ( When search with that keyword, it will not show your website/content)

12) List out some of the useful online marketing tools?

Some of the useful online marketing tools are

  • Google Analytics
  • Digital point keyword tracker
  • Crazy egg heat maps
  • Keyword discovery
  • StumbleUpon
  • XML Sitemap Generator
  • Favicon generator
  • SubmitExpress Link Popularity

13) Explain what is on-page and off page optimization?

Off-page optimization: It is the process of boosting your search engine ranking by getting external links pointing back to it

On page optimization: On page optimization directly deals with the content and structure of the website.

14) What should one do to avoid the penalty?

  • Do not link to any other site with bad page rank
  • Avoid Poison words, for example, word “link”, when you hypertext this text to give the link to your site it becomes poison words
  • Avoid stealing text or images from other domains
  • Avoid re-directing users to another page through refresh meta-tags – don’t immediately send user or visitors to another page even before he or she clicked on the web page link

15) Mention what are the characteristics of “bad links”?

The characteristics of “bad links” are

  • Links from sites that are unrelated to your sites
  • Links from low Page Rank and Low traffic
  • Links from link exchanges
  • Links from those sites that are not in Google index
  • Paid links
  • Link from the same anchor texts coming from multiple sites
  • Spammy links from blogs or articles.

 16) What do you mean by a responsive website?

Responsive Website refers to a site created using Responsive Web Design (RWD). It is a fast website that responds very well to user interactions by being compatible with multiple devices and browsers.

Responsive Web Design (RWD)

A website design that adjusts its layout as per the viewport size and the orientation of the device. The content presented on big screens and small screens are the same but with a different layout to provide an optimal experience on that particular screen size on which the website is being viewed.

17) What is AMP?

AMP: Accelerated Mobile Pages

The AMP Project was announced by Google in October 2015 and was being rolled out through 2016. On the homepage of the official website of AMP Project, it is defined as follows:

“The AMP Project is an open-source initiative aiming to make the web better for all. The project enables the creation of websites and ads that are consistently fast, beautiful and high-performing across devices and distribution platforms.”

Search Engine Land has covered The AMP Project extensively right from the beginning:

“Accelerated Mobile Pages (AMP) by Google is a very accessible framework for creating fast-loading mobile web pages. The open-source initiative is designed to enable publishers to easily improve speed (and consequently, the user experience) for their mobile readership without sacrificing any ad revenue that they may rely upon.”

18) Do you know some useful Digital Marketing tools?

digital marketing interview questions and answers

digital marketing tools

Here are some top Digital Marketing Tools:

  • Keyword Discovery
  • RankWatch
  • Moz
  • Alexa Ranking
  • Google Analytics
  • Crazy Egg Heatmaps
  • Favicon Generator
  • XML Sitemap Generator
  • SubmitExpress Link Popularity
  • Digital Point Keyword Tracker
  • Google Trends
  • Google Keyword Planner
  • Kissmetrics
  • SEMrush
  • Ahrefs
  • Buzzsumo
  • Adexpresso
  • Buffer App
  • MailChimp
  • Unbounce
  • Hasoffers

19) What are the limitations of Online Marketing?

Some of the limitations of Digital Marketing are:

  • Intense Competition: since online marketing is easily accessible, cost-effective and more accountable by design, it has become a preferred method for most brands. It’s an uphill task to stand out and get noticed amongst such intense competition.
  • It can get overwhelming: there is so much information, so much data, the onslaught of tools for everything, too many options that it’s easy to get overwhelmed and become confused. It takes practice and experience to get your head around it.
  • Analytics is only as good its user: sure, there’s analytics for everything but you can’t do anything with plain data unless you know how to read it and how to make good use of it. It can easily become misleading and you can get stuck in chasing vain metrics and burning marketing cash at the wrong places.

 

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