Why do some of my ads get many more impressions or clicks than others?

Our system takes into account many different factors when determining which ads to show to any given user on any given page view, including the likelihood of engagement on the ad, your bid, as well as the user experience of showing your ad. In depth information about our ad auctions can be found in How Quora's Auction Works.

In general, our system will favor your highest-performing ads. Your individual ads will never compete against one another in our ad auction. Also, keep in mind that the potential impression volume of each ad is dependent on the targeting specified for the ad. More expansive targeting will generally allow for higher impression volumes.