Month: November 2019

23 Google Analytics Interview Questions to Crack Any Interview 

Mir Saeid Leave a comment

Google Analytics is a free web analytics tool provided by Google for owners of websites. It helps in understanding your website audiences. Analysing trends of visitor behaviour on your website helps you in reorienting your website for better performance.

All this means that it is an important tool to use for every Marketer or a Business Owner. So, if you are looking for a job in web analytics, here is a list of the top 23 Google Analytics Interview Questions that you must know and answer well.

Let us dive straight into the Google Analytics interview questions that a hiring manager will ask you as you sit in that hot seat to get your first web analytics job. 

1. What is Google Analytics & what are its benefits? 

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Ans: Simply put, Google Analytics is a free web analytics tool that helps in understanding the interactions of your audience with your website. It helps in depicting the data related to your website in graphs and charts in a manner that gives you actionable insights. The key benefits of Google Analytics are: 

  • Understand the pages that are performing well and those which are not. 
  • Gain insights into the geographic locations that work best for you. 
  • Get help in business segmentation and allows yourself to optimize your web pages for a particular audience. 

2. Why is Google Analytics important? 

Ans: Analytics in general and Google Analytics in particular is important for giving Online Marketing the status it has reached today. Analytics gives the ability to a Marketer to track and measure the performance of his promotional campaigns and make them sustainable. Being a free option to analyse web data, Google Analytics has become an important tool for Online Marketers of the day. 

3. What is the role of KPIs in Google Analytics? 

Ans: Read this answer precisely well, this is one of the most frequently asked Google Analytics interview questions. To break it up, KPI stands for Key Performance Indicators. These are specific metrics that are important to a business. Most important KPIs include: No. of visits, no. of clicks, sessions, returning users, first-time users, and bounce rate. It is here where all your optimization starts and ends.  

4. Does Google Analytics support real-time data? 

Ans: Yes, Google Analytics gives you real time data. There is an option to understand the activities of visitors on your website at any given moment. But such analysis does not work well for small business websites or websites with low traffic. Analysing real time data makes logical sense only for big websites with thousands of visitors at a given point of time. 

However, if you are running a systematic paid or a Social Media campaign, this function can do wonders to your efforts. 

5. Explain A/B testing in Google Analytics? 

Ans: A/B testing is another important Google Analytics Question that is almost sure to come your way. A/B testing is a mechanism to identify the best performing variation of a web page. In this, you divert your traffic equally to two pages equally and analyse the results on both the pages. This activity makes the decision making data based as opposed to intuition based.     

6. Is there a way to identify top performing pages using Google Analytics? 

Ans: Yes, that’s an important job that Google Analytics will do for you. And in all honesty, this will be the analysis you’ll be doing at all given times.  In order to find the top 10 most performing pages, just go to the behavior section of Google Analytics and they will be in front of you. 

7. Is there a difference in conversion tracking in AdWords & Analytics? 

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Ans: Yes, they both are different. In the case of AdWords the conversion is attributed to the last Ad click and in Analytics the conversion is attributed to the last interaction made. With respect to the time of conversion, AdWord considers the first click while Analytics considers the final interaction. 

8. What is bounce rate and what %age of it is considered good? 

Ans: An easy Google Analytics interview question the answer which is mostly gotten wrong. Bounce rate is a measure of the number of visitors that come to your website without checking any other page of the website. Higher the bounce rate the worse your page is performing. 30% bounce rate is considered to be normal while that in between 30% – 70% is worrisome. Above 70% gives you a signal that your website needs immediate optimization.    

9. What are properties & views in Google Analytics?

Ans: The top level thing in Google Analytics is an account which may consist of multiple properties. A person can have multiple accounts with the same login credentials. A property is created for every domain or the account that deals with it. An account is eligible to have multiple properties and every property can have multiple views. By the way, a view is a point that gives access to data in the form of reports. 

10. What are dimensions & metrics? 

Ans: We have reports on a table in Google Analytics, dimensions are in rows and metrics are arranged in columns. Dimensions may be a city, browser, geography or product type. On the other hand, metrics are measurements to it such as bounce rate, session duration, events etc.  

11. Can you track Google Adsense campaigns with Google Analytics? 

Ans: Of course you can. In fact it is recommended to use Google Analytics to understand your AdSense campaigns due to the precision of information given.  You will get a point by point report about which of the site pages have performed the best and made you some good AdSense income. 

12. Can you improve your eCommerce sales with the help of Google Analytics? 

Ans: There is a feature to examine achievements of your e-Commerce activities which is called the Goal Funnel. It tells you about the individual shopping activities and give you insights into the sales conversions and related goals. 

13. What is the Acquisition report? 

Ans: Another great question that you should be prepared to answer in a Google Analytics interview. Acquisition report lets you know about the user acquisition on your website through various channels such as keywords, campaigns and source.  It gives you a clear picture on the origin of your website visitors.  

Rapidfire Google Analytics Questions & Answers 

In this section we will deal with some Google Analytics Questions & Answers that will be asked a lot after 2019. It is best to go through them a number of times so that the answers are on the tip of your tongue. 

14. What is a Cohort?  

Ans: Cohort is a name given to a set of customers who share the same characteristics. They might be people who have brought the same kinds of products or those that have bought products on the same occasion. It helps in analysing trends in a group. 

15. What is CTR?

Ans: This is a very basic Google Analytics interview question that everyone must know. CTR means click through rate. For example, if 100 people visit a blog post, and 5 click on it, the CTR is 5%. It is an important calculation to make, especially if you are running paid ads. 

16. What is Average CPC? 

Ans: CPC means cost per click. When you talk about its average, it’s the total number of clicks that an Ad has received divided by the total money spent on it.

17. What is Conversion Rate? 

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Ans: It is the %age of the total number of goals met by campaign in view of the total clicks generated by a keyword.  

18. What are Pages Per Session?  

Ans: It is the total number of pages viewed after a visitor lands to your website through an ad campaign. 

19. What is a destination in Google Analytics?

Ans: A conversion gets recorded when any specific URL gets loaded. You can either  have the URL to exactly match or you may just mention the starting part of the URL. 

20. What does session duration means? 

Ans: It is the amount of time that a user spends on a specific part of the website. The more time that a person spends, the better is your performance. 

21. What is an event in Google Analytics? 

Ans: You gotta get this answer right in a Google Analytics Interview. An event is a word for the collection of any interaction with your website. Examples are: Clicks, downloads, video plays etc. 

22. How can you create a goal?

Ans: There are four steps to goal creation in google analytics: 

  • Go to “Admin” 
  • Click on “Goals” under view
  • Now click on “New Goal” 
  • Then create your goal by following the wizard  

23. What is Benchmarking? 

Ans: Benchmarking is a way to compare your site’s performance to previous results. It also lets you compare your results with industry averages. It is extremely useful in competitor analysis.  

Conclusion 

This was a comprehensive list of Google Analytics questions and answers that you must be prepared to answer to get through a Google Analytics interview. You should check out a full course on Web Analytics to get more insights. 

All You Need to Know About a Digital Marketing Executive

Mir Saeid Leave a comment

Are you enticed by Digital Marketing and want to start a career in Digital Marketing? Getting a Digital Marketing Executive’s job is the perfect option for you. But with too much information on the internet, I understand that you would be a bit bamboozled about the best approach to become one.

In this post I am going to lead you by the hand and make you understand the path to become a Digital Marketing Executive in 3-6 months. You may also check out this eBook on the “Journey of a Digital Marketer”, which talks about everything related to a career in the Digital Marketing industry. 

Backdrop of Digital Marketing in the Current Day 

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Perhaps Marketing is an industry that has been affected by the internet the most. With the rise in usage of internet, more people have become prospective customers to any business trying to sell their products or services online. 

But there is a catch, interactions and engagement with prospects and customers has become increasingly difficult with the unlimited choices that consumers have. So, the internet has become a place where product visibility has increased and decreased at the same time. 

All this makes the profiles of Digital Marketers more useful for businesses. From among the most important profiles are those of a Digital Marketing Strategist and a Digital Marketing Executive. In this post we will concentrate on one of the two profiles. 

Who is a Digital Marketing Executive? 

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A Digital Marketing Executive simply put is a person who is responsible for executing the Digital Marketing plans of a business. He is the guy responsible for applying the Marketing plans of a brand on digital media. A Digital Marketing can wear multiple hats or be a specialist in one online marketing channel. These channels include: 

  • Search Engine Marketing 
  • Content Marketing 
  • Social Media Marketing 
  • Inbound Marketing 
  • E-Mail Marketing
  • Mobile App Marketing 
  • Web Analytics
  • Automation

Typically, a junior level digital marketing executive will be given one task or one channel to work on. He will be handed more responsibilities as he grows in his experience. Generally a person with good communication and a course in Digital Marketing is considered for such roles. It is rare that a company hires a person who has to be taught everything from scratch. 

The job of a Digital Marketing Executive entails a lot of research as the web keeps on changing continuously. So, he has to be on the top of his game at all times. So, if you are sitting at an interview, you need to show that you know the industry well enough to be considered. If you don’t know of the latest Google updates and the general patterns of algorithms of Social Media, you would not be considered to be the best candidate for the position.  

Salary of a Digital Marketing Executive 

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A Digital Marketing Executive’s salary depends on a lot of factors. And obviously that will make it to fluctuate a lot. Typically the salary of a Digital Marketing Executive will depend on his expertise, job location and the size of the organisation. 

A fresher will be paid anything between 2 lakhs to 2.5 lakhs per annum. With experience it is going to increase and a person can earn upto 5 lakhs per annum in an Indian metro city. Tier 2 & Tier 3 cities would pay lesser. Since the sector is growing reports from the US Bureau of Labor Statistics suggest that 225,000 more jobs will be opened by 2024. This means that job openings will increase at a rate of 9% year on year.   

Skills of a Digital Marketing Executive 

A Digital Marketing Executive needs a plethora of skills to execute his job well. Btw, we have a concept today known as the T-Shaped Marketer. This concept says that a Marketer has to know a multiple of foundational skills and master a few of them. Since marketing has become a multifaceted job today, it makes much more logical sense. Broadly the skills can be enumerated as: 

  1. Marketing Foundations 
  2. Branding & Positioning
  3. UI/UX Design  
  4. Data & Analytics   
  5. Consumer Behavior 
  6. Front End Code
  7. Copywriting 
  8. Customer Journey 
  9. Storytelling 
  10. Marketing Technology 

With regards to Digital Marketing skills, he would need a good knowledge of: 

  1. Search Engine Optimization 
  2. Pay Per Click 
  3. E-Mail Marketing 
  4. Social Media Marketing  
  5. Inbound Marketing 
  6. Web Analytics 
  7. Mobile App Marketing 
  8. Blogging 

Digital Marketing Executive’s Job Description 

A Digital Marketing Executive is given multiple KRAs. They may include but are not restricted to:

  1. Assisting in the planning of Digital Marketing Strategies 
  2. The execution of plans of Digital Marketing 
  3. Actively taking part in SEO efforts 
  4. Bringing targeted visitors to the website using paid ads 
  5. Writing blogs and website content, as and when required 
  6. Writing Social Media and paid ad copies 
  7. Monitoring the competition and making recommendations for improvement 
  8. Researching the trends to reinforce Digital Marketing tactics
  9. Collaborate with designers to improve website conversions 

A digital marketer has to lay special focus on some skills that would help him succeed. Copywriting, On-Page SEO, Off-Page SEO, Link Building, Marketing Automation, Analytics and Creativity are some of the most important skills that he needs.     

Interestingly, many aspiring Digital Marketing Executives fail to give enough time to enhance their copywriting and creative skills. But in reality these are the very skills that give life to the personality of a good digital marketer. 

Resume of a Digital Marketing Executive

The resume of a Digital Marketing Executive like any other resume is divided into 5 major sections. Each of the sections has to be given due consideration to make a resume stand out. These sections are: 

  1. Professional Summary 
  2. Work Experience 
  3. Education & Certifications 
  4. Skills 
  5. Personal Details 

Professional Summary

While writing your professional summary, make it a point that you exhibit your achievements as a Digital Marketer. The recruiter is not interested in knowing that what you want or desire. Rather his focus is on shortlisting a candidate on the basis of their achievements and abilities.   Take the example of this summary for a fresher: 

“I am a passionate Digital Marketer with great love for blogging. I have generated targeted traffic of 50,000 visitors to my blog in a matter of 6 months. My Social Media skills have led me to gain 6000 followers for my blog. I would love to replicate this magic for a Start-up or an SME.” 

In the above summary, the candidate clearly wants to work in an SME environment and that’s where his strength lies. This resume will stand apart in a pile of resumes belonging to freshers. Simply because, this guy has demonstrated results.  

Work Experience 

Work experience plays an important role in the hiring of a candidate. In the work experience section you should demonstrate the results in detail. This will tell the hiring manager about your capabilities with finer details. You can put it in this fashion: 

“Digital Marketing Intern – Digital Vidya 

July 2019 – Oct 2019 

  • Extensively researched keywords for monthly blogs of the brand. 
  • Optimized already existing blogs and improved the rankings of 75% of them in 3 months.
  • Wrote Social Media Ad copies that resulted in securing 15% more leads. 
  • Outreached 200+ websites and helped the CEO to guest write on 25 websites. 
  • Helped the Digital Marketing Manager with Analysis and reporting of various ongoing campaigns. 

This portrayal of work experience is simple and to the point. This tells the hiring manager of the key activities that the candidate has performed and the results that he has achieved in the past. This will help in letting the manager to estimate where can the executive he is hiring get started. 

Education & Certifications

This is a rather simple section. You should write all the academic qualifications you have along with the certifications that you have received. All of this should be written in a descending manner. If you can put more certification from competitive bodies, it will have a great impact on your resume. 

Skills Section   

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Skills are everything that matter in the real day. You can have all the experience, education or certifications but the ability to execute campaigns all depends on your skills. I had listed a number of skills that you would need to succeed as a digital marketer. List all the ones that you have acquired. 

Be honest here, because if you missell yourself in an interview, it will be very difficult to prove your ability at the job. It is always better to show your willingness to learn than to fake knowing something. 

Personal Details

It is a fact that this one is the most neglected sections of a resume. People fill it in with anything and everything. It will not work. Fill it with precise details that will work to your credit. Especially showcase your willingness to relocate or your ability to speak and write multiple languages. Don’t fill it in with useless details such as your passport number.  

Over to You

To be a Digital Marketing Executive and achieve your dreams in the Online Promotions industry, you have to put in a lot of hard work. It is not going to be easy,but if you plan the journey well, you will do much better than your peers. However, taking a Digital Marketing Course can be your first step towards success.