The hiring manager asks this question to test your practical knowledge that can drive a PPC campaign to be successful. Here, you can mention the process you follow to ensure your PPC campaign is going in the right direction. Take a look at the following example: "There are many ways to help boost PPC campaigns' effectiveness. First, I focus on employing more PPC keywords to enhance the reach. I prioritize breaking ads into smaller segments as it is necessary to gain a good click-through rate (CTR). Apart from that, I identify and evaluate non-performing PPC keywords, work on landing pages, ensure they align with search queries, and enhance campaign relevance by bringing in the negative keywords."