Digital Marketing Manager

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)

Hopefully their response will go beyond measuring statistics like ‘time on site’ and ‘number of pages per visit’ and talk about measuring the achievement of the organisation’s aims using digital.

Ask them how they’d measure the achievement of the organisation’s aims online, and what experience they have in doing this. Of course, once you’re able to measure how well an organisation’s digital presence is helping it achieve its objectives, you can try to improve thi, in an evidence-led way.

They might also hit on the thornier question of social media measurement. They’ll hopefully talk about engagement. Perhaps they’re even reading Beth Kanter’s new book ‘Measuring the Networked Nonprofit’. Ask them how they’ve increased this, how they’ve measured their successes, and what returned has come from this.

Hopefully you’ll have some idea about what could be improved with your digital presence before the interview. If you don’t have any expertise in house, I’d recommend jumping on to a platform like Sparked and asking the volunteers there for their opinion before the interview. The community there is very helpful with challenges like this, and will give you some good ammunition.

There are lots of things that could be wrong with your digital presence. Perhaps the website displays horribly on tablets, maybe the twitter presence is more marketing spam than useful, engaging material. Perhaps the branding is sloppy, the accessibility is imperfect, or the tone is all wrong. Maybe the digital communications are focusing on the wrong things.

Whilst the substance of the answer to this question is important, also evaluate how it is articulated. Is this someone who will be able to diplomatically deal with stakeholders across the organisation?

☛ Talk about one of your most effective campaigns. What made them so effective?

☛ How do you know when a campaign has failed? What metrics do you use?

☛ What does the conversion funnel look like at your company?

☛ How many people are on your current marketing team? What are their roles?

☛ How would you describe your current brand’s tone of voice and visual identity?

☛ How do your customers inform your approach to brand-building?

☛ How do you get product feedback from your customers?

☛ What tools do you use to stay organized?

☛ Talk about your experience with editorial calendars.

☛ What is the relationship between SEO and content marketing?

☛ What are some common SEO mistakes in digital content production?

☛ What are the most important and effective social media channels for your brand?

☛ What is your experience with marketing automation?

☛ What role does paid advertising play in your overall strategy?

☛ What is your experience with co-marketing campaigns?

☛ What is the importance of thought leadership at your current organization?

☛ Describe a time you worked with a team to create a campaign on a tight budget.

☛ What is your approach to structuring a marketing budget?

☛ What is your approach to editing copy?

☛ Describe a time you gave constructive feedback to a colleague.

☛ Describe a time your team didn’t agree with your direction. How did you handle it?

☛ How would you handle negative feedback about your brand?

☛ What’s interesting about our current marketing? What could we do better?

With this question, it’s all going to come down to your own personal experience – so think about what you’ve done in the past and what skills you’ve picked up which they might not necessarily have in-house which could benefit the business overall. Also consider any particular digital marketing campaigns that you learnt a lot from – and how this particular knowledge could help the business or one of the business’ existing clients.

In this instance, the employer is really asking what differentiates you from the rest of the applicants – so think carefully about what makes you unique (in terms of your digital marketing skills, knowledge, experience and contacts) and how this could have a positive effect on the business.

With this question, the employer is testing you to see how much ambition you have and to see how much you’ve thought about where your career is going to go. Now, we’ve addressed this one on our Blog before but in regards to digital marketing, if you really want this particular role, I’d urge you to think about the role you’re being interviewed for and how you might be able to progress within that particular company before you give you answer.

It’s OK to be ambitious – but you also need to be realistic too. If you’re interviewing for a digital marketing executive role, you could say you’d like to be a digital marketing manager either in-house or in an agency – which will show the employer you’re keen to progress and take on extra responsibility – possibly at their business. On the other hand, if you’re applying for a digital marketing manager vacancy, you could say you see yourself in a Head of Digital role – or running your own digital marketing agency. Although the latter might put a few employers off, it shows you’re keen to be successful and not just stagnate in one role.

This is a slightly mean but actually very manageable question about search engine optimisation (SEO), designed to trip up charlatans. If knowledge of SEO is on the job description, don’t be satisfied with waffle about keywords and page rank.

This question refers to two big changes to the workings of the Google search algorithm in the last year or so. These are the ‘Panda’ and ‘Penguin’ updates. So this question will tease out whether they keep up-to-date with search engine optimisation (SEO).

In short, Panda aimed to reward sites with quality content, and to punish sites with low quality and duplicate content. The Penguin update aimed to tackle sites that manipulate search engines to rank more highly than they deserve to be ranked. This includes tactics like stuffing pages with keywords, or obtaining links from disreputable websites in an attempt to pretend that a website is seen as useful.