Top 10 Digital Marketing interview questions
Curated list of my top 10 Digital Marketing Interview Question and Answers
I share digital Marketing interview questions on LinkedIn regularly.
They are not like the typical “What is SEO?” or “What is CTR?” questions you get from the top Google search results.
They are mini-case studies based on real-world scenarios my team and I have recently encountered.
Lately, these questions have become important and deciding ones in the interviews of Manager—to director-level candidates.
And most of the time, they will not have any direct answers or one correct answer. You will have to understand the situation and decide on the action based on the knowledge at hand.
In this edition of the Newsletter, I curated the top 10 Digital Marketing interview questions. Instead of sharing one current answer from my end, I have shared the post link where you can find 20-30 answers for all possible answers.
1. Campaign Scale Vs. Efficiency
You have two active campaigns running in parallel. Let’s call them CampaignA and CampaignB.
- CampaignA’s ROAS is 3.2X of CampaignB.
- CampaignB’s CPT is 28% of that of CampaignA.
Assume all other things are equal between both campaigns and both campaigns have equal opportunity to scale.
Which campaign do you scale first?
Answer →You can check the 40+ responses here. ‘
https://www.linkedin.com/posts/jagadeesh-j_digital-marketing-interview-question-you-activity-7178594585533722624-L5S_
2. Understanding Attribution
You are managing Search engine Marketing for a Fashion Apparel brand. You have structured the campaign as
Brand Keywords
Non-brand-category Keywords and
Competitor Keywords
You were tasked with scaling the non-brand category campaign last month, so you increased spending on non-brand search campaigns.
However, conversions are not increasing, and the CPA of Branded Search will significantly drop during the same period.
What could be the reason here? How do you rectify it?
Answer → You can check the 70+ responses here. ‘
https://www.linkedin.com/posts/jagadeesh-j_digital-marketing-interview-question-1-activity-7175695734275518465-rEGA
3. Attribution window
There are two brands, Brand-A and Brand-B. Brand-A operates in a high AOV(Average order value) and low conversion rate business. Its website’s average conversion rate is 0.25%
Brand-B operates in a moderate conversion rate business. Its site’s average conversion rate is 2%.
Both brands are reaching out to you to start a performance marketing campaign for them. You have been given a free hand to decide on all the parameters.
Albeit one constraint.
You must keep a 7-day attribution window for one brand and a 28-day window for the other.
Which brand do you choose, which attribution window & why?
Answer → You can check the 60+ responses here. ‘
https://www.linkedin.com/posts/jagadeesh-j_digital-marketing-interview-question-there-activity-7173157760988119040-hNJI
4. Device-based SEO content strategy
There are two keywords - Keyword1 & Keyword2.
Some characteristics of the keyword
- Both keywords have a 1000 monthly search volume.
- Keyword1 has 90% of its searches coming from Mobile device
- Keyword2 has 80% of its searches coming from Desktop device
- Keyword1 is highly seasonal, where 60% of its year’s searches happen in 3 months
- Keyword2 searches are quite consistent monthly, where no single month contributes to more than 10% of its year’s search volume
How will your content strategy change for Keyword1 versus Keyword2?
Answer → You can check the 40+ responses here. ‘
https://www.linkedin.com/posts/jagadeesh-j_seo-interview-questions-for-mid-to-senior-level-activity-7150056040636497920-3K4l
5. RSA Vs. Expanded Search Ads
You moved your Search Campaign Ads from Expanded Search Ads(ESA) to Responsive Search Ads(RSA);
What are the three things you noticed in your campaigns?
Note: An ideal response should show your understanding of targeting and metrics influenced by ad copies.
Answer → You can check the 30+ responses here.
https://www.linkedin.com/posts/jagadeesh-j_digital-marketing-interview-question-the-activity-7056484471054766080-eFgu
6. Bottom of the funnel strategy
You are tasked to manage a new brand and plan to structure your campaigns using a user funnel tier.
- Top of the Funnel Users (ToFU) to build awareness
- Middle of the Funnel Users (MoFU) to focus on interested users
- Bottom of the Funnel Users(BoFU) to get the final conversion
Now, Which audience list (users) do you include and exclude from the (ToFU) campaign?
Answer → You can check the 40+ responses here.
https://www.linkedin.com/posts/jagadeesh-j_digital-marketing-interview-question-you-activity-7041988957286387712-7spm
7. Funnel understanding and bidding strategy
The acquisition funnel of the SaaS product was as follows.
Visitor → Lead → Trial → Order
The product’s current metrics.
20% of orders don’t opt for the trial & purchase directly after becoming a lead
Trial is a free trial for 7 days and requires a credit card, with an automatic conversion to order
50% of the leads convert into trial
40% of trialists currently rollover into an order; order = sale ($100)
4 out of 5 clicks convert into website visitors
25% of the visitors convert into a lead
What is the maximum CPC you can afford to get a positive ROI from this campaign?
Answer → You can check the 30+ responses here.
https://www.linkedin.com/feed/update/urn%3Ali%3Ashare%3A7058781847526248448/
8. Budget allocation & Bidding
On a brand site, 1000 unique users search for products every hour of the day. However, only 10% of the searcher clicks on any product in the search results.
The pricing and product assortment are not problematic. Hence, the marketing team was asked to launch remarketing campaigns.
They decided to set up two campaigns.
- 1st campaign targets the last 7 days’ search drop-off user & negates the last 7 days’ transacted users
- 2nd campaign targets the users who (search)dropped off between the last 8th & 14th day. i.e., last to last week and negated the last 14-day transacted user
Now, they must decide on the Bid and Budget allocation for the two campaigns.
Let’s assume a daily budget of $100.
1. How much of the $100 should they allocate to Campaign1 & Campaign2?
2. For which campaign should they bid more?
Answer → You can check the 40+ responses here.
https://www.linkedin.com/posts/jagadeesh-j_a-marketing-team-decided-to-set-up-two-remarketing-activity-7018056396579512320-XynG
9. Understanding SEM keyword bid range
You are conducting keyword research using Google Keyword Planner. For each keyword, you get a top-of-the-page bid range with a low and high range.
Why is there a bid range? What are the factors that affect it?
Note: The objective here is to assess the person's knowledge to share the details from her/his experience and the ability to take a step back and look at things from a broader perspective.
Answer → You can check the 15+ responses here.
https://www.linkedin.com/feed/update/urn%3Ali%3Ashare%3A7026805450482348032/
10 . SEO prioritization
As part of your SEO role, you are focusing on 10 keywords. Assume all 10 keywords have the same monthly search volume.
Currently,
- For the 1st keyword, you are ranking in the first position;
- For the 2nd keyword, you are ranking in the second position;
- For the 3rd keyword, you are ranking in the third position;
So on and so forth, that 10th keyword ranks in 10th position.
You have to pick just 3 keywords for this month to work on.
Nothing more, Nothing less.
What will those keywords be?
SEO activity always comes with more context and data. But here, the idea is to check your thought process if you only have the provided data and context.
Answer → You can check the 30+ responses here.
https://www.linkedin.com/feed/update/urn%3Ali%3Ashare%3A7019158806794276864/