Horizon Discovery Academy Interview Questions and Answers

Display ads are online advertisements that appear on websites, apps, or social media platforms in various formats.

• Display ads can include text, images, videos, or interactive elements

• They are typically targeted based on user demographics, interests, or browsing behavior

• Common types of display ads include banner ads, pop-up ads, and native ads

• Display ads can be purchased on a cost-per-click (CPC) or cost-per-impression (CPM) basis

• They are used by businesses to increase brand a...read more

Different types of match types include exact match, phrase match, broad match, broad match modifier, and negative match.

• Exact match: Ads are shown only when the search term matches exactly.

• Phrase match: Ads are shown when the search term includes the exact phrase.

• Broad match: Ads are shown for variations of the keyword, including synonyms and related searches.

• Broad match modifier: Ads are shown for searches that include the modified term or close variations.

• Negative match: Ad...read more

Types of targeting options include demographic, geographic, behavioral, and psychographic.

• Demographic targeting focuses on factors such as age, gender, income, education, etc.

• Geographic targeting targets specific locations or regions.

• Behavioral targeting is based on user behavior such as browsing history, purchase history, etc.

• Psychographic targeting focuses on personality traits, values, interests, etc.

For a brand with X objective on Y ad platform, the campaign structure should be tailored to meet specific goals and target audience.

• Identify the specific objective of the brand (e.g. increase brand awareness, drive website traffic, generate leads)

• Define the target audience and segment them based on demographics, interests, behavior, etc.

• Create ad groups based on different targeting criteria to reach the right audience effectively

• Set up ad creatives that are relevant to the ta...read more

Keyword research involves identifying popular search terms relevant to your content or business.

• Start by brainstorming relevant topics and terms related to your content or business.

• Use keyword research tools like Google Keyword Planner, SEMrush, or Ahrefs to identify popular search terms and their search volume.

• Analyze competitor keywords to see what terms they are ranking for and consider incorporating those into your strategy.

• Focus on long-tail keywords that are more specif...read more

Bid strategies are the approach or method used to determine how much to bid on advertising placements in order to achieve specific goals.

• Bid strategies help advertisers optimize their ad spend and maximize their return on investment.

• Common bid strategies include manual bidding, automated bidding, target cost-per-acquisition (CPA), target return on ad spend (ROAS), and maximize clicks.

• Advertisers can choose bid strategies based on their campaign objectives, budget, and target ...read more