Digital Marketing Interview Questions and Answers-(2024)

1 .

At a high level, digital marketing refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. Using these online media channels, digital marketing is the method by which companies endorse goods, services, and brands. Consumers heavily rely on digital means to research products. For example, Think with Google marketing insights found that 48% of consumers start their inquiries on search engines, while 33% look to brand websites and 26% search within mobile applications.

In practice, digital marketing refers to advertising that appears on a computer, phone, tablet, or another type of electronic device. Online video, display ads, Paid Search, paid social ads, and search engine optimization (SEO), search engine marketing (SEM), link building, social media marketing, email marketing, direct marketing, influencer marketing, and viral marketing.

Digital marketing is usually contrasted with traditional marketing strategies, including magazine ads, billboards, and direct mail.

Tools : You can enhance your marketing efforts by using marketing tools to help any of your business to grow and make others aware of it too.

2 .

Why is digital marketing preferred over traditional marketing?

In this digital era, where everybody has access to seamless internet connectivity and smart devices, the prospects of digital marketing are extraordinary. Digital marketing is better than traditional marketing in so many ways. For starters, the majority of the population is online, some scrolling through social media platforms while others are buying shoes on ecommerce sites. You don’t have to go looking for your audience nowadays; they are always already available online. You only need ways to attract them. This is where digital marketing comes into play. The salient features of digital marketing include:

* Global reach

* Real-time optimization
* Cost-effectiveness
* Higher internet penetration

* Better interaction with consumers
* Easy access to service/product information for consumers

* Better performance-focused ROI, better tracking of leads, and easy analysis

3 .

How can you categorize the digital marketing?

The digital marketing/communication is categorized into two segments

* Inbound Marketing : This techniques 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

4 .

What are the different types of Digital Marketing?

Different Digital Marketing aspects :

* Search Engine Optimization (SEO)

* Search Engine Marketing (SEM)

* Content Marketing

* Email Marketing

* Social Media Marketing

* E-commerce Marketing

5 .

What are the most effective ways to increase traffic to your website?

The most popular and effective ways to increase traffic to your website are :

* Paid search

* Display advertising

* Content marketing

* Writing crisp headlines

* SEO activities

* Content optimization

* Targeting long-tail keywords

* Guest blogging

* Seeking referral traffic

* Posting content on LinkedIn

* Linking Internally

* Email marketing

6 .

Why has Digital Marketing grown to be this huge compared to offline marketing?

In recent years, digital marketing has demonstrated immense power, and here are some of the most compelling reasons :

* Directly relates to customers’ needs

* Good exposure to product outreach and analytics

* Changes can be implemented almost immediately if needed
* A more convenient approach to connect with people from all across the world

7 .

Differentiate between direct marketing and branding?

* Direct marketing aims to increase a company's revenue by creating demand. The use of stories in brand marketing allows you to connect with your audience on a much deeper level.

* Direct marketing has a direct impact on top-line revenue. Typically, a high level of urgency and priority is assigned. Brand marketing has a long-term impact on brand equity and serves as a barrier to market pressures. It's not urgent, but it's critical.

* Testing and measuring are often on the minds of direct marketers. Differentiation is something that brand marketers consider.

* Response, leads, conversion, and sales are the KPIs used in direct marketing. The focus of brand marketers is on KPIs like awareness, recognition, and engagement.

8 .

List a few disadvantages of Digital Marketing?

Skills and training : Make sure your staff has the expertise and experience they need to properly deploy digital marketing. Tools, platforms, and trends change quickly, so being up to date is essential.

Time-consuming : Duties like optimizing internet advertising campaigns and developing marketing content can consume a significant amount of time.

High competition : While internet marketing allows you to access a global audience, it also puts you in direct rivalry with others worldwide. It can be challenging to stand out from the crowd and capture attention among the different messages offered by consumers online.

Complaints and feedback : Any nasty comments or criticism of your brand might be seen by your target audience on social media and review sites. It might be challenging to provide excellent customer service online.

9 .

Which form of digital marketing is better: SEO or PPC?

Pay Per Click or PPC is a form of paid marketing where one can display ads in the sponsored results section of each search engine’s results page by paying a fee, while SEO is a free activity that helps to build traffic by achieving high rankings in the organic search results. One can’t say whether PPC or SEO is better, as it depends on business requirements and most importantly, budget.

10 .

Which are the most important digital marketing tools?

Some popular digital marketing tools are :


Tool	Description
Google Analytics	Google Analytics offered by Google is a free web analytics platform that allows you to monitor your Flash, video, and social networking sites and apps, as well as calculate your advertisement ROI.
Ahrefs	For backlinks and SEO analysis Ahrefs.com is a perfect toolset.
Mailchimp	Mailchimp is a marketing tool that allows you to manage and communicate with your company clients, consumers, and other interested parties in one place.
Google Keyword Planner	The Google Keyword Planner is a tool that will help you find keywords for your Search Network campaigns. It’s a free app that lets you find keywords specific to your company and see how many monthly searches they attract, as well as how much it costs to target them.
Kissmetrics	Kissmetrics is a comprehensive web analytics platform that provides crucial insights and customer engagement on the website.
Keyword Discovery	Keyword Discovery gives you access to the world’s largest keyword index, which is compiled from all search engines. Access to search terms that consumers use to locate goods and services, as well as search words that lead people to your rivals’ websites.
SEMrush	Semrush is an extensive toolkit for increasing web exposure and discovering marketing knowledge. Marketers who work in SEO, PPC, SMM, Keyword Research, Competitive Research, content marketing services will benefit from SEMrush tools and reports.
Buffer App	Buffer is a social media management tool used for small to medium-sized companies that allow users to post content, connect with customers, and track their social media success. Social media platforms like Facebook, Instagram, Twitter, etc are all integrated into Buffer.
AdEspresso	AdEspresso is a simple and intuitive method for managing and optimizing Facebook ads.

11 .

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 less 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.

12 .

Explain what is Google Ads?

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

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

13 .

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

14 .

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 under performing 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)

15 .

Define Search Engine Optimization(SEO).

Search Engine Optimization(SEO) is the process of increasing the quantity and quality of website traffic by increasing the visibility to users of a web search engine. SEO is the practice of getting traffic from the organic, editorial or natural search results on search engines.

16 .

Explain keywords in Digital marketing? How important is it for SEO?

A keyword is the most significant and fundamental element of Search Engine Optimization. Users use keywords to search for a product or service on the internet.

Keywords are the core of all your SEO efforts. They are crucial for better rankings in the search engine result pages (SERPs). It is really important to make your website SEO optimized for keywords that are relevant to your business. This would help your website’s pages to rank higher in search engines which makes it easier for people to find your website.

17 .

What are the key areas where you can use keywords to optimize your site ranking?

For better page ranking, keywords can be used in the following areas :

* Website URL

* Website Title

* Meta tag

* Web page content

* Body text

* Headlines

18 .

What are the different types of SEO?

White hat SEO : It is the most popular SEO technique that utilizes methods and techniques to improve search engine rankings of a site which do not run afoul of search engine guidelines. White hat SEO uses techniques like high-quality content, link acquisition, website HTML optimization, and restructuring. With White hat SEO, you can expect a long-lasting growth in your rankings.

Black hat SEO : It exploits the various weaknesses in the search engines algorithms to get high rankings. The Black hat SEO is not in accordance with the SEO guidelines set by search engines. Some of the black hat SEO techniques are keyword stuffing, link spam, hidden text, hidden link. Using these techniques, you can expect unpredictable, quick but short-lasting growth in rankings.

Grey hat SEO : Grey hat SEO is neither black nor white, it rather combines both. It is a transformation from black SEO techniques to white SEO techniques and from white SEO techniques to black SEO techniques.

19 .

What are on-page and off-page optimization?


On-page	Off-page
It refers to factors that you can optimize on your own website to grow traffic.	Of-page SEO is all about your online reputation. It includes acquiring backlinks for your page from the authority sites in your niche.
The main components involved in on-page optimization are – Title of the page, Meta description tag, Optimized Image with alt tags, URL structure, High-quality content, Optimized internal links.	The main components involved in off-page optimization are – Acquiring Backlinks, Leveraging social interaction with your site, Promote your content via social channels, Add social book markings, Guest Blogging

20 .

Explain Google Adwords.

Google AdWords is an online advertising service, by Google, to help marketers reach their customers instantly. Businesses use this service to display ads on Google and its advertising network. It is the most famous Pay-Per-Click advertising system in the world. Adwords allow businesses to set a budget for ads and the payments happen when people click on the ads. Google Adwords service focuses on keywords.

21 .

Explain Google AdWords Remarketing.

Google AdWords Remarketing is referred to a targeted marketing strategy that assists the marketers to reach out to people who visited their site previously but did not complete the purchase. Remarketing helps target the right people at the right time with the right ad. It helps increase conversion rates as the past site visitors may already be familiar with your brand and turn into prospective customers easily.

22 .

What is the limit for the characters in Adwords Ads?

The headlines and sub-headlines should not be more than 30 characters and the descriptions should be within 90 characters.

23 .

Name some of the Google AdWords ad extensions?

* Call extensions

* Callout Extension

* Promote extension

* Structured snippet extension

* Sitelink extension

* Affiliate location extension

* App extension

24 .

List a few Digital Marketing trends for 2021-22?

* Short DIY videos

* Telling a real story or example

* Audience focused content

* Personalized content

* Using AI in content

* Google Discover

* NFTs are used by marketers

25 .

What are the Five(5) C's of Digital Marketing?

Customer : The person who receives the message.

Content : The message that the customer sees is referred to as content.

Context : The message sent to the consumer.

Conversation : This is when you and your consumer have a conversation.

Creativity : A creative is the ad served to users on a webpage, app, or other digital environment. Creatives can be images, videos, audio, and other formats that get delivered to users. Creatives must be added to line items in order for them to serve ads.

26 .

Differentiate between Dofollow and Nofollow.

Dofollow : These links allow search engine crawlers to follow a link to give it a boost from search engine result pages and to pass on the link juice (reputation passed on to another website) to the destination site.

Eg : <ahref=”http://www.example.com/”>Example</a>

Nofollow : These links don’t allow search engine crawlers to follow the link. The also doesn’t pass on any link juice to the destination domain.

Eg : <ahref=”http://www.example.com/” rel=”nofollow”>Example</a>

27 .

Why are backlinks important in SEO?

Backlinks are external links to your website that can help with :

* Improved credibility for your website

* Increased domain authority

* Gaining organic search ranking

* Increased referral traffic

28 .

Name some marketing automation tools.

Some of the scalable digital marketing automation tools are :

* io
* Anygrowth

* LeadFuze

* Marketo
* Userfox

* Eloqua

* HubSpot
* Constant Contact

* ExactTarget/Pardot

29 .

What is content marketing?

Content marketing is a marketing technique for the creation and distribution of relevant and valuable content to attract, acquire and attract the attention of a well-defined target audience, with the aim of driving them to be future customers.

30 .

What is the need for content marketing?

A good content marketing strategy helps to :

* Educate the market
* Increase your site traffic

* Generate brand awareness

* Increase engagement with your brand

* Generate sales in the medium term

* Boost lead generation

* Increase the lifetime-value

* Reduce the cost of customer acquisition

31 .

What is more profitable in the long term for a company, an SEM campaign or an SEO campaign?

If our goals are long-term, logically an SEO campaign. An SEM campaign needs a budget and if our profitability is designed for a long time, we will have to continually keep our budget active. In addition, all the work we do in SEO positioning will always be there and we simply have to maintain that SEO positioning.

32 .

Differentiate between AdWords and AdSense.

Google AdSense is for publishers. If you own or manage websites, blogs, or forums, and want to monetize them, the Google AdSense program could be for you. Ads appear on your digital property, and you can earn revenue based on the number of people who view or engage with these ads. Other platforms for publishers include Google Ad Manager and AdMob.

The Google Ads program is for advertisers. If you want to advertise your products or services on website or apps, with an eye on growing your business or sales, Google Ads is for you. Your ads appear on Google search results and our network of publisher websites.

33 .

Which are the factors that determine the Quality Score?

Quality score is a score given to your ads, keywords, and landing pages based on their relevance. Your quality score will ultimately determine your CPC for that Ad. Good quality naturally means lesser costs and higher positions.

The factors that affect a quality score are – CTR, Landing page experience, and relevance.

34 .

How is Social Media Marketing beneficial for a business today?

Keep it very simple. Link how the entire world has started shifting towards social media platforms for entertainment which includes the potential target audience. Draw a line around how affordable it is compared to other marketing tactics.

Explain how it’s an interactive platform and thus increases engagement with your audience. These are a few pointers you can mention.

35 .

Explain the term INVEST.

INVEST is an abbreviation for the following terms – Independent, Negotiable, Valuable, Estimable, Sized appropriately, and Testable. Business Analysts use this term for the delivery of services and products.

36 .

Why should we use Automation in Email Marketing?

Automation tools and techniques have numerous benefits in email marketing. You can pre-schedule your emails and send them to a specific number of people that fit your campaign criteria.

With the help of automation, you can track your email lists. This will help you understand factually how good your email campaign has worked so far as you’ll be able to find out how many people opened the email, how many of them clicked on the CTAs, and much more.

37 .

What do you understand by segmentation in Email Marketing?

Segmentation is the process of dividing your uses into different groups for sending emails to them. You must segment your customers based on multiple parameters such as their Monetary Value, Frequency, and Recency.

38 .

What content management systems have you used?

Some employers might require copywriters to upload and post content directly to the site, which means that knowledge of CMS (WordPress or Wix, for example) would be desirable.

Consider taking this Online WordPress course to learn right from the start to advanced knowledge.

39 .

What do you feel are the most important elements that make up good copywriting?

This enables the interviewer to see what you bring to the table as a writer, and therefore, the type of work they should expect to see if you were hired. Some important elements are high-level research, user-relatable content, easy-to-read formats, etc.

40 .

Explain Accelerated Mobile Pages(AMP) in brief.

Accelerated Mobile Pages(AMP) as they are known, is the brainchild of the people at Google and the popular social media platform, Twitter. It is an open-source library that helps users come up with a lightweight web page, which enables quicker loading. The main intention here is to ensure that there is a sharp decrease in the load time of web pages when viewed through multiple platforms and a variety of web browsers.

41 .

What is the difference between page sessions and page views?

* A page session is when a user makes a visit to a website every single time.

* A page view is when the user clicks on one or more pages present on the website.

42 .

Which platform is used when candidates want to post or refer to job-related ads?

LinkedIn is the most famous among active job seekers and professionals. There are other sites such as Naukri and Indeed that have the same goal of bringing recruiters and candidates together.

43 .

What is the difference between CPC and EPC?

CPC is the cost-per-click model used to price various pay-per-click advertising models like AdWords.

EPC or Earnings per 100 Click, is a tool used in affiliate marketing. It is used to measure the average earnings within the period of a week that an affiliate can earn.

44 .

What are the Webmaster tools?

Google Webmaster Tools is a set of online tools that help website owners make their pages Google-friendly. These tools can be used for a variety of tasks, including obtaining information about incoming search traffic, asking Google to crawl and index a website, reading crawl error reports, and so on.

45 .

What are the Five(5) D's in digital marketing?

The Five(5) D's in Digital Marketing includes :

Digital Device : It mentions the types of devices on which you can target an audience.

Digital Platform : It talks about the digital platforms on which you can create your brand’s digital identity.

Digital Media : It refers to communication channels using which you build engagement with the target audience.

Digital Data : It consists of the engagement patterns and audience profiles of businesses to build interactive experiences across different digital platforms.

Digital Technology : It encourages brands to embrace modern technologies to attract potential customers

46 .

What do you know about automated bidding strategies?

Automation is the way of the future, so having sufficient knowledge about automated bidding strategies is essential for digital marketers. You can mention the different automated bid strategies when this interview question comes up.

Example : "The benefit of automated bidding strategies is that you can meet your performance goals with specifically tailored bids. Instead of setting a maximum CPC for each keyword for your campaigns, all you need to do is include these campaigns in a portfolio Target CPA big strategy. You can then set the CP goal you want to achieve and Google Ads will take it from there. They will employ machine learning for automatic bid optimisation and that will lead to improved performance.

There are different automated big strategies according to your goals. If your goal is to increase site visits, you can use the Maximise Clicks bid strategy. To increase visibility, use Target Impression Share. For getting more conversions with the target CPA, use Target CPA. For meeting a target return on ad spends, go for Target ROAS. For getting more conversions at your budget, choose Maximise Conversions. For getting more conversion value at your budget, go for Maximise Conversion Value."

47 .

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.

48 .

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 as 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.

49 .

What are the skills needed for Digital Marketing?

SEO and SEM : Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are at the core of digital marketing. Digital Marketer needs to analyze, review, and optimize websites to generate organic traffic. To succeed as a digital marketer, one needs to be an expert at SEO and SEM and plan effective strategies that will eventually rank a particular website or content higher on the search engine results pages.

Data Analytics : Digital Marketers should be able to understand huge data sets and draw meaningful conclusions that will help to take strategic decisions for the growth of the organization. Digital Marketers need to be familiar with Google Analytics and different analytical tools. Data Visualization, analytical skills, technical understanding of different tools and programming languages, and communication skills are the essential skills required to be a professional digital marketer.

Social Media Marketing : Digital Marketers need to have sound knowledge of all the social media platforms they use to post relevant content and reach out to the target audience. There are different strategies and techniques like live streaming, social listening, direct messaging, and hashtags. A digital marketer should be able to differentiate and understand which approach works best under which scenario.

Pay-per-click advertising : A digital marketer should be able to plan and effectively optimize the overall marketing budget. He should effectively manage the money spent on Ad placement through direct advertising platforms like Google Search Engine, social media Ads, and Sponsored Ads.

Creative thinking and problem solving : There is massive competition in the digital marketing industry. Every business and organization is trying to increase its online presence and generate sales through online marketing. So one needs to be creative and innovative that will help to have an upper edge over the other competitors. As digital marketers, one needs to face new challenges every day and accordingly plan effective strategies that will help in the growth of a business. So problem-solving skills and critical thinking are essential skills that every digital marketer must possess.

Adaptability : Digital Marketing is a dynamic industry and so digital marketers need to be agile and adaptable to new and unexpected developments that may occur and accordingly take necessary decisions.

50 .

Explain the process of Facebook Marketing

Steps for Building your Facebook Marketing Strategy

There is a total of seven steps to build your Facebook marketing strategy.

They are as follow :

* Set your Goals for marketing strategy

* Pinpoint Target Audience

* Set Your Budget for marketing

* Plan engaging content

* Plan equally engaging ads

* Monitor daily

* A/B Split Test

51 .

What do you know about Viral Marketing?

Viral marketing is a business strategy that uses social media to promote products or services. It refers to how consumers spread information about a product to people in their social networks. Viral marketing is a sales technique that involves word-of-mouth information about a product or service to increase customers. Information is spread through different social media platforms.

Pros :

* Wider reach

* Faster and exponential growth

* Lower costs

Cons :

* Negative word-of-mouth

* Hard to measure

* Low virality

52 .

What is your major expertise in Digital Marketing?

Digital Marketing is just an ongoing trend that provides one to make a career and learn many things as the market is vast. There are many things one can do in this field. In Digital marketing you can learn a variety of things and work on it depending on your choice and experience and be an expert in that particular one.

53 .

Why would our company need your expertise in Digital Marketing?

We know Digital Marketing is growing worldwide, a Digital Marketing expert will possess analytical and social skills to identify your target audience and this will be helpful for the growth of the company. And also expert in Digital Marketing can make one understand who your customers are and what they need.

54 .

Do you possess any other skill that can add value to this Digital Marketing role?

For this question, explain the skills you possess that can be used for Digital Marketing: everything from designing, analytics, and project management to experience in handling campaign management, etc. This will add a lot of value to your candidature and help you convince the recruiter.

55 .

What is your approach for structuring a marketing budget?

* It is important to align the marketing goals with the strategic goals of the company and then calculate the budget.

* You need to develop a detailed marketing plan to support your marketing strategy.

* Then, you need to allocate your budget.

* Once all the above is done, you can implement the marketing budget plan.

56 .

What are long-tail keywords?

A long-term word is a keyword phrase containing 4+ words that make the search results more specific. Long-tail keywords get low search traffic, but they rank better than single-word keywords.

57 .

How to measure the ROI of any channel?

To calculate the ROI of a marketing campaign, integrate it into the overall business line calculation. Take the sales growth from the product line, subtract the marketing costs, and divide by the marketing cost.

(Sales Growth – Marketing Cost) / Marketing Cost = ROI

58 .

What is your approach to edit a copy?

The correct approach to edit a copy is :

* Trim the fat

* Cut the convoluted words

* Take a laser, not a shotgun approach

* Use online proofreading tools

* Do not repeat yourself

59 .

How will you set-up, track and analyze whether a campaign you conducted was a success?

Here you can discuss the campaign’s driving goals which can vary from enhancing brand awareness, lead generation or boosting up social media followers. You need to about tracking the campaign’s progress via Google Analytics and other monitoring tools for staying updated with the campaign progress. It is essential that you mention your visions upon which you can act.