The main levers for CTRs are bid, ad copy, and targeting. Refer to your Auction Insights as a starting point for improving CTRs.
- If you are losing most auctions, your ads are not getting enough exposure. Your bid and CTR contribute to the number of auctions your ads enter and win. By having an aggressive bid and strong CTR, you increase your ads' chances of winning top ad slots and reaching users when they are the most engaged with a question or topic. For more information, please refer to How Quora's Auctions Work.
- If you are winning most auctions but have low CTRs, review your targeting selection and ad copy. Quora's auctions take ad relevance into consideration. As a best practice, we strongly recommend A/B testing 2-4 ads per ad set. Different creative assets will resonate with different users, so it is important to make your ad relevant to those being targeted in your ad set. If you are only using one ad, test the message in a different format (ex. making a text ad an image ad) or update the content. Additional best practices can be found under our Ad Creative section and in our Resources library.
- Review your ad set's targeting preferences to ensure your targeted audience is large enough. If you have a small number of potential impressions, expand your targeting options. For more information, please refer to Impression & Volume.