Technical Q's

Question 1

How do you approach setting up and optimizing a Google Ads campaign?

Answer 1

• When setting up a Google Ads campaign, I start with a detailed intake or onboarding meeting to understand the client’s goals for the campaign whether it’s lead generation, sales, or local traffic. From there, I recommend the right campaign type and bidding strategy based on their objectives and best practices.
• I perform keyword research using tools like Google’s Keyword Planner, incorporating a mix of match types.
• I then structure the campaign into tightly themed ad groups based on services, products, location.
• Next, I build out ad copy variations for headlines and descriptions, implement ad extensions like sitelinks, to increase visibility and CTR, and
• ensure all relevant tracking is in place. This includes setting up Google Analytics, conversion tracking in tag manager
• After launch, I monitor performance closely—analyzing KPIs like CTR, cost per conversion, and search term reports. I regularly make bid adjustments, pause underperforming keywords, test new ad copy, and refine targeting to optimize for performance and improve Quality Score.
• The goal is to build in a system of continuous iteration based on the data we gather over time.

Question 2

Can you walk us through your experience with Google Ads Editor?

Answer 2

• I used Google Ads Editor primarily to manage multi-location campaigns more efficiently. For example, one of my clients was a veterinary acquisition group, and as they expanded, we needed to launch and manage multiple campaigns across 40-60 different locations and specialties.
• Using Ads Editor allowed me to bulk upload new campaigns and ad groups, and update ad copy across accounts without having to do everything manually in the web interface.
• I leveraged features like the bulk editing tool to make changes to sitelinks, headlines, and descriptions at scale. I also used shared negative keyword lists and custom rules to ensure brand safety and performance consistency.
• a lot of time, reduced the risk of manual errors, and gave me better control over large account structures—especially when syncing changes or troubleshooting across multiple campaigns.

Question 3

What metrics do you typically monitor when running SEM campaigns?

Answer 3

• The specific metrics I monitor always depend on the client’s industry and campaign objective.
• Across the board, I consistently track key indicators like CTR, CPC, conversion rate, and ROAS. For lead gen campaigns, we’d pay close attention to cost per lead.
• Monitoring these metrics helps me understand which campaigns are performing well and where we might need to adjust targeting, bidding strategies, and keywords.

Question 4

How do you optimize campaigns based on metrics?

Answer 4

• To optimize campaigns, I regularly review performance at the campaign, ad group, and keyword —focusing on metrics like CTR, CPA, ROAS, and conversion rate.
• If something’s underperforming, I’ll pause low-CTR ads, adjust bids, refine keyword targeting, or test new ad copy and creative.
• It’s all about identifying what’s driving results and iterating based on the data

Question 5

How do you report on campaigns?

Answer 5

• I typically report on campaigns using a structured dashboard in Google Sheets. I use pivot tables to break down performance by service or product, ad groups, keywords, and location.
• To make trends and problem areas stand out, I apply conditional formatting and use VLOOKUPs to flag anything that needs closer attention.
• This makes it easier to spot insights at a glance.
• For client-facing reports, I often include simple charts and visualizations to help communicate performance clearly, especially for stakeholders who may not be as familiar with reading data tables.

Question 6

How do you determine which keywords are performing well in a campaign?

Answer 6

• I look at metrics like CTR, CPC, cost per lead, and ROAS to see which keywords are driving results. I also check quality score for relevance.
• I also keep an eye on search volume trends to make sure growth is sustainable.
• I then look at google analytics to validate information based on new user sessions, engaged sessions, and bounce rate
• If a keyword underperforms, I’ll adjust bids, pause it, or add negative keywords to refine targeting.

Question 7

How do you use A/B testing to optimize ad performance?

Answer 7

• At the digital marketing agency, A/B testing was key in optimizing our Google Ads, especially for website design services.
• One example I remember was testing different ad copy—like comparing headlines
• We tracked metrics like CTR, conversion rate, and cost per lead to figure out what resonated best with the audience.
• Additionally, we tested different landing pages, trying short-form versus long-form content.
  I also worked closely with the design and copy teams to test different creatives and CTAs for retargeting campaigns.
• Throughout the process, I focused on isolating one variable at a time, making sure to establish clear KPIs, and ensuring tracking was set up properly in Google Ads and Analytics. By doing this, we were able to increase conversion rates, improve ad relevance, and make more data-driven decisions about our budgets.

Question 8

Can you describe a time when you used data to inform a marketing decision? (paid ads)

Answer 8

*We were always looking for ways to improve sales operations and funnel performance for our internal marketing efforts.
* I regularly analyzed campaign, with reporting dashboards.
* In one review, I used pivot tables to break down lead volume by service category and noticed that our SEO campaigns were consistently outperforming our website design campaigns in both click-through rate and cost per lead.
* *I validated the trend by reviewing engagement and conversion metrics in Google Analytics, including time on site.
* With those insights, I presented my findings to the strategy team, and we reallocated part of the website design budget to SEO.
* Led to a noticeable increase in leads and improved campaign efficiency, while helping us scale a service that was already gaining momentum.

Question 9

How do you analyze campaign performance data? (General)

Answer 9

• When analyzing campaign performance, I focus on key KPIs like CTR, cost per lead, conversion rate, and ROAS—depending on campaign goals.
• I pull data from Google Ads and Google Analytics, then organize it in Google Sheets using pivot tables to break down performance by location, campaign, or keyword.
• I also use VLOOKUPs to match results against budget or historical benchmarks to spot anything that doesnt look normal or trends.
• From there, I review user behavior in Google Analytics—things like engaged sessions, bounce rate, and conversion paths—to understand what’s driving or limiting performance.
• These insights help me make informed decisions around budget shifts, keyword optimizations, or creative testing.

Question 10

Tell me about a time you analyzed campaign performance data? (Internal Marketing efforts)

Answer 10

• For our internal marketing efforts at the agency, I regularly analyzed campaign data using Google Ads, Google Analytics, and Google Sheets dashboards.
• I used pivot tables to break down leads by service category and VLOOKUPs to compare cost per lead and engagement across our core services.
• During one review, I noticed our SEO-focused campaigns were outperforming our website design ads in both CTR and CPL.
• I confirmed this in Google Analytics by looking at engaged sessions and conversion paths tied to SEO landing pages.
• Based on this, I recommended reallocating budget from underperforming website design campaigns to SEO.
• After we made the shift, we saw a sustained increase in lead volume and efficiency, which helped grow one of our fastest-growing service lines.

Question 11

Tell me about your experience Google Merchant Center

Answer 11

• I haven’t used Google Merchant Center extensively, but I’m familiar with it from collaborating on retail SEM campaigns and collaborating with teams who managed product feeds.
• I understand how it connects with Google Ads and I’m confident I can ramp up quickly, especially with my background using Google platforms like Ads and Analytics.
• I’m excited to build on that and apply it here at IPSY.

Question 12

How would you get up to speed?

Answer 12

• I’d start by reviewing IPSY’s current Merchant Center setup (if accessible),
• then dive into Google’s documentation and training resources—
• I also find walking through the interface directly helps me learn quickly.
• If there’s a team already working on feeds, I’d connect with them to understand any current challenges or goals

Question 13

Tell me about your experience Tableau and SQL:

Answer 13

• I’ve had some exposure to Tableau and SQL while we were exploring enterprise solutions at my previous agency.
• While I didn’t get to fully implement them due to company-wide layoffs, it sparked a strong interest.
• I’ve built a solid foundation in data analysis with tools like Google Sheets, Analytics, and Ads,
• and I’m excited about this role because it aligns with my goal of growing deeper technical skills while applying what I’ve already learned

Question 14

Tell us about a time when you faced an issue with campaign tracking or performance, and how you resolved it. (google analytics)

Answer 14

• One challenge I faced was dealing with inconsistent data. While running my usual reports to monitor metrics, I noticed an unusual spike and fluctuation in new user sessions.
• Initially, I was excited by the increase, but it quickly became clear that it was out of line with our typical cyclical trends.
• I flagged this to my manager, and together we dug deeper into the issue, collaborating with our web developers. We discovered that the problem stemmed from a Google tag issue, which was causing a significant increase in new user sessions.
• This had the potential to skew our overall data and impact our reporting and analysis.
• Thankfully, with help from the developers, we were able to correct the issue before it escalated.
• This experience reinforced the importance of staying proactive and being attentive to any data inconsistencies, as early intervention helped us prevent what could have become a much larger problem.

Question 15

A challenge you’ve faced with campaigns:

Answer 15

• One challenge I faced was when a client’s location was consistently receiving calls and inquiries meant for a competitor. As the account manager, I conducted a full site and off-site audit to determine why they were being miscategorized in search results.
• While they weren’t enrolled in our paid ads program at the time, I collaborated with their paid ads manager—who was running Smart Campaigns—and found that their ads were targeting broad, location-based keywords that overlapped with the competitor’s name.
• Once we identified the issue, we adjusted the keyword strategy to be more specific and added negative keywords to prevent further confusion.
• This not only resolved the misdirected leads but also built trust with the client. As a result, they enrolled in our full google ads program shortly after.

Question 16

How do you ensure accurate tracking and reporting across multiple campaigns?

Answer 16

• At my previous agency, I managed 40 to 60 Google Ads campaigns at any given time for a multi-location client, so ensuring accurate tracking and reporting was critical.
• I always started by verifying conversion tracking in both Google Ads and Analytics— and double-checking live data to make sure everything was set up properly before launch.
• make sure i regulary update data dashboards to streamline this process
• That combination of clean setup, structured reporting, and proactive auditing helped us keep performance on track and make smarter optimizations at scale.

Question 17

Example of how you optimize ads?

Answer 17

• When we onboarded one of my clients into our paid ads program, their existing campaigns lacked strategic structure
• . I started by refining their keyword targeting and reorganizing ad groups to align with service categories. We also rewrote ad copy to be more relevant, added negative keywords to and** implemented automated rules—such as scaling budgets up for high-performing campaigns and pulling back spend on underperforming ones.**
• These changes brought immediate improvements. Across 60+ locations, we saw a 60% increase in click-through rate within the first quarter compared to when we started. It was a strong example of how thoughtful optimization and automation can significantly boost performance at scale.