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AdRoll Interview
Questions

25 Questions and Answers by Helen Lee
| Helen Lee is a freelance data analyst and writer with over 15 years of experience in marketing.

Question 1 of 25

The technology available to Digital Advertising campaign managers is constantly changing and improving. How do you remain current with the changing industry?

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AdRoll Interview Questions

  1. 1.

    The technology available to Digital Advertising campaign managers is constantly changing and improving. How do you remain current with the changing industry?

      To add value as a AdRoll team member, it is important that you remain current to changes in the industry. Whether through formal or informal means, hiring managers want to be assured that you will make strides to remain informed and continue learning about trends and new developments in the Digital Advertising industry. Through your response, convey that you are interested in personal professional growth that will contribute to AdRoll's strategic goals.

      Helen's Answer

      "From my experience in the Digital Advertising industry, I have witnessed the many technological changes and improvements that have benefited marketers. I understand that to get a full picture of the industry climate, you have to go outside the company's walls. I belong to several industry professional groups online where I am informed of seminars and training sessions as it relates to Digital Advertising technology. The information I acquire from these gatherings has been valuable as I implement my learnings into my job responsibilities and share with other team members within the company."

      Helen's Answer

      "My experience at various companies has shown me that informal learning can be just as valuable as formal training sessions or seminars. I continually seek out ways to learn more about the Digital Advertising industry, whether it's from the technological side or the creative side. By connecting with clients, co-workers in other departments or professionals in my network, I have gained valuable insights into the Digital Advertising industry. The knowledge I gained has given me new perspectives on my work and the industry overall, while giving me the tools I need to add value to the company."

  2. 2.

    Technological capabilities of advertising platforms of constantly changing. How do you ensure you are aware of all the new advertising platform developments?

      Most companies competing in this industry understand the importance of professional growth with respect to product specific and technical knowledge. AdRoll would like to know that you find continued learning important as well and want to understand how you go about remaining current with competitive offerings and new technologies. This may include both formal and informal learning opportunities. Be sure to specify any proactive measures you take to continually educate yourself.

      Helen's Answer

      "The competitive landscape for advertising platforms is constantly changing, so I find it is important to remain current with new products and service offerings. On a regular basis, I set aside time to read industry-specific news where I learn about new companies entering the industry and the products they offer. In addition, I look for opportunities to attend conferences and training sessions where I learn of emerging technologies related to advertising platforms. These opportunities also allow me to network and learn from my industry peers."

      Helen's Answer

      "In addition to attending industry conferences and training seminars, I also find the time to research which advertising platforms are being used by my client's competitors. If hired, I would compare the attributes of AdRoll's advertising platform to those being used by competitors of AdRoll's clients. This would allow me to keep a pulse on the new developments of competing advertising platforms. I also believe it may help AdRoll's teams generate ideas for new offerings of its own."

  3. 3.

    Describe your experience working with advertisers/marketers or publishers.

      Advertising Marketplaces are platforms where marketers and publishers 'meet'. Hiring managers will find experience working with either of these groups will provide valuable perspectives as AdRoll improves its products and services. Talk about what you learned with working with either or both of these groups. If you do not have experience working with either group, share your knowledge about the groups' roles as it relates to digital advertising and Advertising Marketplaces.

      Helen's Answer

      "From my time at a few different advertising agencies, I learned a bit about what is important to advertisers when running their digital advertising campaigns. Although in most cases the marketer's agency works through a Demand Side Platform, it is important the Advertising Marketplace offers a wide variety and volume of ads at competitive prices. In addition, it should communicate seamlessly with the Demand Side Platform. Understanding the importance of digital ad placements from a marketer's perspective has helped me understand what Advertising Marketplace attributes are important to remain competitive."

      Helen's Answer

      "Working on digital advertising campaigns with previous employers has given me a holistic view of the digital advertising industry. Marketers are looking for ads that will provide the best means to communicate to their target audience within budget, while publishers are looking to sell their ads to the highest bidder. In addition, publishers are looking to reach their target audience of marketers. To be successful, Advertising Marketplaces need to understand both sides of the exchange."

  4. 4.

    At AdRoll, we believe data management is crucial when executing and evaluating a campaign. What is your experience working with data as it relates to Digital Advertising?

      In your response, talk about the jobs or projects where you worked with data related to Digital Advertising. While doing so, express your understanding of the importance of data management in this area. Be sure to share any experience you might have had with Data Management Platforms (DMP's) and how they may have help with the success of a Digital Advertising campaign. In addition, speak to how you might contribute to AdRoll's data management efforts.

      Helen's Answer

      "As with any type of marketing campaign, I have learned that data management is key to launching and running a successful Digital Advertising campaign. My work with Data Management Platforms has exposed me to the sizable volume of data collected and managed for Digital Advertising campaigns. As part of my job, I managed large data warehouses and extracted data required for targeting and evaluating Digital Advertising campaigns. This was crucial to ensure that these campaigns were effective and meeting company goals. If given the opportunity to work with AdRoll, I am confident that my knowledge will help clients better manage their Digital Advertising data."

      Helen's Answer

      "The capture and exchange of data before, during and after a Digital Advertising campaign is imperative. Although my work with Data Management Platforms is somewhat limited, I have worked with team members to troubleshoot issues as it relates to Digital Advertising data. This includes addressing issues with data capture including the refreshing and cleaning out of 'stale' cookies. In addition, I have experience troubleshooting integration issues with data warehouses storing the necessary data for Digital Advertising campaigns. As an active member of the technology team at AdRoll, I trust that I can help the data management efforts run smoothly."

  5. 5.

    Companies have several different advertising platforms to choose from. What skills would you bring that would help AdRoll remain a competitive option in this industry?

      Hiring managers would like to understand what skills you would bring to the position and if it matches the needs of their company. Be specific about your skills and experience and how you can contribute to the competitive goals of AdRoll. Highlight any experience you may have working with advertising platforms whether on the client side or the supplier side.

      Helen's Answer

      "With my experience working on advertising platforms, I am confident that my skills can help AdRoll remain a strong competitor in the industry. For example, my knowledge of competing advertising platforms gives me insight into the differences between AdRoll's advertising platform and that of other companies. In addition, my analytical skills will help AdRoll build more robust analytical and reporting capabilities and offer higher levels of customizations for clients."

      Helen's Answer

      "For several years, I have worked with clients to meet their strategic goals. Strong communication and problem solving skills helped me successfully meet my clients' needs and I believe these skills will also help me effectively work with the various teams at AdRoll to continue to build a more competitive product for a constantly changing industry."

  6. 6.

    Thinking about some of the well-known advertising platforms available, how do you think AdRoll's compares?

      Your answer should reveal your knowledge of other advertising platforms available in the industry. Be sure to select a couple competing platforms that you can speak about and compare them to what you know about AdRoll's platform. Your response will also tell the hiring manager how familiar you are with AdRoll's product, and ultimately how well you prepared for your interview.

      Helen's Answer

      "Google offers several of the most well-known advertising tools, including Google Ad Manager. One of the most valuable aspects of this tool is its user-friendliness. This allows analysts to get the most out of the tool when managing their company's advertising campaigns. In addition, because it offers so many capabilities, marketers and analysts do not have to toggle between different tools to manage and measure their advertising efforts. Facebook Business is also a well-known platform that has the name recognition and following that makes it an effective option for many companies' advertising efforts. It's ability to give real-time information gives marketers the ability to revise advertising efforts in a snap. AdRoll's platform has the potential to be competitive over time. It will be important to build user interfaces and analytical and reporting capabilities that are robust and easy to use. With my knowledge of platforms available in the industry, I believe I can help AdRoll reach its potential."

      Helen's Answer

      "Amazon has become one of the larger advertising platforms. It's ability to reach a large diverse group people, as well as its ability to track potential customers on their 'journey' make it a valuable option for marketers. There is also Choozle, a platform that allows marketers to manage all their advertising campaigns in one place while optimizing their advertising mix through its targeting features. As AdRoll builds up its platform, I believe there are many ways that it can remain competitive in the industry. Although the user friendliness of AdRoll's tool is comparable, based on my assessment, the targeting and data capabilities could be more robust. I think I could make valuable contributions towards those efforts."

  7. 7.

    How would you describe AdRoll to someone unfamiliar with it?

      The interviewer wants to see that you can describe the ad-tech industry, its purpose and value proposition, as well as that of the AdRoll. Keep it simple and it's always good to illustrate an example - make the storytelling more interesting!

      Helen's Answer

      "I'd first start by clarifying what ad-tech is in layman's terms. Ad-tech includes technologies that help companies promote their brand to their target customers in the digital landscape. These technologies help them understand their target customers, define the messaging that will resonate with them and also predict where they would likely see AND pay attention to the message or ad. AdRoll is one of the top players in the field which focuses on collecting diverse sets of insights based on when, where, what the person is doing. For instance, when you shop for clothes on Uniqlo, H&M, Armani websites, as you click through all the different clothes you see you like, AdRoll's tech records your clicks and tries to understand what you liked and what you didn't. So they can collect information about you and others with similar preferences and needs and be able to show you recommendations or content that they think you will like. You know how when you google things, you see ads for those on Facebook or Instagram or see something of a similar nature? That's based on the kind of analytics that AdRoll can provide."

  8. 8.

    Which email marketing platforms have you worked with in the past and which is your favorite?

      By sharing your experience with email marketing platforms (also called ESP - Email Service Providers), hiring managers will get to know your knowledge of the competition and overall industry. Selecting a 'favorite' platform will let them know which aspects you find important when evaluating an email marketing platform. Include reasons you find a specific platform superior over others in the industry. If you have not worked with many, be sure to mention the ones you are at least aware of to showcase your industry knowledge.

      Helen's Answer

      "Although I am aware of many of the email marketing platforms currently available, I have experience working with Drip and Constant Contact. Although Constant Contact is one of the most well-known platforms, I find that Drip offers more powerful intelligent tools that allow users to make more strategic communication decisions when it comes to segmentation and automation. "

      Helen's Answer

      "My experience with email marketing platforms has been primarily with Constant Contact, but I am familiar with several others including Drip, ConvertKit and MailChimp. I have enough knowledge with these tools to understand that each of them have their pro's and con's. For example, MailChimp has excellent support which may come in handy when dealing with the language they use which is less than straightforward. ConvertKit makes segmentation easy for users, but its automation workflow capabilities are limited compared to other platforms."

  9. 9.

    What would be the best ad channels for a retail (clothes, shoes, etc.) company that is launching its first beauty product line?

      What the interviewer wants to see is that you have basic knowledge of typical ad channels and also can incorporate insights about retail customers in your thinking.

      So start by outlining some of the key insights about the target customers and when they'd most likely pay attention to the ads, both in the physical and digital world.

      Helen's Answer

      "Many beauty product customers, most of whom are females, normally have brands that they like for each of the product they normally use - skincare (lotion, moisturizer), foundation, eyeliner, eyeshadow, blush, lipstick. But they are always open to try new items, which is why places like Sephora are so popular. People can try them to see if they like the color, texture, etc. However, being online, customers can see reviews which let them know the pros and cons of the product. Since the company already has a good base of retail customers, a huge % of who are likely to purchase beauty products, they can start by including samples of their beauty products as gifts in existing customers' orders, both in stores and online. They can offer different gift options to choose from per order, hopefully customizing it based on client segments/preferences. Start with the loyal customers first so they can drive the most desired marketing channel of all - word of mouth. If they come back to order more of beauty products after trying their sample, they could get special discounts or additional gifts. I also think leveraging their own website would be key - recommending beauty products based on the clothes or shoes they are looking at so they can plan their looks top to bottom. They can also hire social media influencers to promote and review their new beauty products - makeup gurus on Instagram and youtube. There are also google keywords and ad analytics to lure customers exploring certain ideas to the brand/site."

  10. 10.

    Tell me about a time you took charge of a project. Discuss one positive and one negative outcome from the experience.

      AdRoll has many job opportunities, and through these, will come chances to manage projects. The interviewer would like to know that you have the confidence to lead a project successfully. Think about a time when you have taken control of a task - big or small.

      Begin with an overview of the project, who was involved, and what approach you took to ensure smooth execution. Next, discuss something that you feel you could have done better. You do not want to dwell on the negative, so be sure to end on why you felt the project was a success! What did you do to create a productive and positive outcome?

      Helen's Answer

      "My employer asked me to lead the training of 15 employees on our new client management software. I was already a subject matter expert on the software so it wasn't difficult for me to plan the lesson. The challenge was making the content entertaining enough to keep the employees engaged. I created a PowerPoint presentation that included pop quiz questions throughout the training. The presentation was a success, and my employer asked me to lead a follow up meeting a few weeks later. Now, I am confident in my ability to jump in and lead software-based training for AdRoll; whether that be on the client or employee side."

      Helen's Answer

      "In my previous software sales position, I would often collaborate with the marketing department when it came to selling strategies and new product launches. The marketing director was not the type to take control of a meeting, especially when there was a heavily technical topic at hand. So, rather than go around in circles, I stepped up to take charge of the weekly meetings we had throughout one particular project. I am certain that this contributed heavily to the successful outcome of the project, as all team members had clear directives. That particular project had the highest ROI to date; however, if I were to do that again, I would ensure tighter timelines. I look forward to delivering solid successes like this to AdRoll, should I be the successful candidate."

  11. 11.

    Tell me about your experience with internet marketing campaigns to lead more traffic to a website.

      Describe a campaign or initiative you worked on in your previous roles (or in personal life). Make sure to tell the interviewer the tools you used, how you/your team came up with the idea, how methodical you were in implementation and what the impact was.

      Choose a multifaceted example if possible.

      Helen's Answer

      "The company I worked at before was having issues reaching the right customer profiles, mainly executives at hospitals. This was challenging as 1) executives rarely go on vendor sites or search for them themselves and 2) we were lacking content on the website to keep them on engaged once they got to the site. So we launched a multifaceted campaign, including both online and offline campaigns. We hosted industry group discussions in Chicago and invited key executives to attend to share ideas about the latest hot topic. We invited media so they would write about the event. We created a page on our website to post the recordings and additional insights and to get visitors to sign up for updates regarding future events. All the articles posted about the event included links to this page. We also posted it on LinkedIn and allowed executives to share the posted videos on their sites. We also added the keywords related to the hot topic/event so those who were researching about it could come to our page to see our thought leadership content. The number of executives visiting our websites and inquiring about us through our website jumped by 120% in 6 months."

  12. 12.

    In a given scenario, how would you expand our footprint within the account and how would you work to retain the account if they opted to not renew their contract?

      Often in ad-tech, whether you are in sales or not, you are likely to interact with clients often and be involved in ensuring client success. Knowing how to maintain and expand client relationships is key as AdRoll would likely constantly develop new products and offerings. This kind of mindset is needed for anyone who wants to be in a leadership position at AdRoll, regardless of the group/division.

      So tap into your inner sales/persuasion instincts when responding to this question. Make sure that your response is phrased so it puts the client's need first, not your or AdRoll's best interest.

      Helen's Answer

      "First, to expand our footprint within the account, I believe we need to examine the account status and status of all ongoing initiatives very frequently. It's important to establish milestones with the client early on so we all have the same expectations and can observe progress clearly and objectively. I'll note all the roadblocks and challenges that come to surface during the cycle of the relationship and speak to the client about their thoughts on the matter - like 'why do you think you are obtaining new customers steadily yet the rate of repeat customer is low?' - and determine the root cause of the problem. It could be issues with the product itself, lack of meaningful client engagements, or a combination of things. Once the client sees the next problem they need to solve for, I'll be their partner and offer guidance as well as an introduction of our services and capabilities they could benefit from. If I could be proactive, I'd offer the client a pilot approach so they can test out new functionalities/products when they become available. This way we start to build trust and deepen the partnership. For accounts opting not to renew, I'd hope that we would've been proactive enough to have had discussions with clients before they 'announce' the decision. Either way, if they indicate they are leaning towards not renewing the contract, I'll probably use a few different techniques. I might mention other clients or companies who have made similar decisions to end contracts with AdRoll, resulting in their marketing capabilities significantly deteriorating soon after. I'll also highlight what their competitors are doing and the consequences of them falling behind in their marketing efforts. If they are unhappy with us and/or considering another vendor, I'll try to find ways to address those issues quickly and throw in bonus gifts to appease them. If I can, I'll offer 3 more months of a free trial period to fix issues/deliver."

  13. 13.

    How many impressions, would you estimate, an advertisement on a subway car would garner in one day?

      When answering riddles/brain teasers like this, always ask questions to get more information first. Then, lay out the factors in a formula. Explain the formula and all the factors in it before saying your final guestimate. Add comments about potential dependencies - factors that could change your calculation if they were known to you.

      Helen's Answer

      "Can I first ask a few questions for clarification? When you say 'impressions,' are you simply referring to how many people will actually see it? Also, where is this subway car operating in? Is there only one advertisement in the car? May I assume for simplicity that the car was full emptied out at each stop? Where is it located inside the car? Based on the information I have, I'll need to calculate the % of people who would have seen this advertisement based on its location inside the subway car each time the car was full and multiply it by how many groups of people would have come in and gone. Total # of people inside the car at each stop will depend on the time of day - there will be more during rush hour. If it's really packed, many of those sitting down might not see the ad, so we may have to take that into consideration as well."

  14. 14.

    Customization is an important aspect of email marketing as a company's goal is to get the right message to a customer or prospect. Tell me about a time when you worked with the customization aspect of email marketing.

      Many companies find customization to be an important part of their email marketing programs. Customization makes the messages more personal and relevant to the recipients, whether they are current customers or prospects. Talk about your understanding of how companies use customization in email marketing and include details of your experiences working with email customization.

      Helen's Answer

      "Personalizing email marketing messages help companies' messages stand out in a crowded inbox. It's important that companies start using more than just the name when it comes to email customization. Many of the more well-known companies use purchase and/or browsing history to personalize the messages they send out. I have worked with companies to link their databases to their email marketing tools to find more impactful ways to customize messages. In the process, I learned how improvements in database structures and data stored can help build more impactful messages."

      Helen's Answer

      "Working with marketing departments of various companies, I have learned the importance of having an impactful message. Customization is one effective way to do this. Although my technical experience in this area may appear limited, I believe my experience on the marketing side will help to build better tools and processes to streamline email marketing customization. Making the process more efficient will help marketers concentrate resources on strategy and less on tasks that can be planned ahead of time."

  15. 15.

    Based on your knowledge and experience, what is the difference between Advertising Marketplaces and Demand Side Platforms?

      While responding to this question, assure the interviewer that you know the characteristics of both and identify at least the main difference between the two. Include information you have about AdRoll's products and services as it relates to either advertising marketplaces or demand-side platforms.

      Helen's Answer

      "Advertising Marketplaces, also known as Ad Exchanges, is a platform where publishers can sell ads and marketers can purchase them for their campaigns. On the other hand, Demand Side Platforms are tools to connect with Advertising Marketplaces to automate the transactions making it more efficient. Based on my knowledge and research, AdRoll's Advertising Marketplace offers marketers a robust source for ads and works seamlessly with Demand Side Platforms."

      Helen's Answer

      "Demand Side Platforms can connect with multiple Advertising Marketplaces, allowing marketers a wide variety of options when purchasing ads for their campaigns. Therefore, although Demand Side Platforms increase competition between Advertising Marketplaces, it also gives each of them more exposure as more marketers use DSP's to manage, target and purchase ads. In many cases, Demand Side Platforms have become the bridge between the marketer and the Advertising Marketplace. AdRoll has built its reputation on being a competitive Advertising Marketplace based on its pricing and diverse ad options for marketers to purchase."

  16. 16.

    What is your experience with the analytical capabilities of email marketing tools?

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  17. 17.

    Data security continues to be a concern for marketers when executing Digital Advertising campaigns. What security issues do you find important as it relates to Digital Advertising and how can your knowledge/experience help us at AdRoll?

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  18. 18.

    There are several components of a robust advertising platform. Which ones do you find to be the most valuable to a company running frequent advertising campaigns?

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  19. 19.

    How do you react when your team misses a deadline?

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  20. 20.

    Have you ever worked in a cross-functional environment?

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  21. 21.

    How would you do keyword research?

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  22. 22.

    AdRoll prides itself on investing in the growth of its team members. In a constantly changing industry as ours is, how do you ensure that you continue to grow professionally?

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  23. 23.

    What are important reporting and analytics capabilities an advertising platform should have?

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  24. 24.

    Are you more comfortable in a startup environment, or with an established company?

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  25. 25.

    What is your experience with email marketing automation as it relates to AdRoll's product and service offerings?

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