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Suspiciously high CTR while advertising on… Quora?
Some ads I just put up on Quora have a CTR of 4.5%. My first thought would normally be “is this fraud” but:
1. It seems very unlikely Quora would defraud me.
2. The nature of my product (a book) means I don’t really have any competitors.The ad copy is pretty good, but it doesn’t seem that good:
**”I wrote a book on weird ideas. It’s free. Come check it out.**
I promise it’s interesting. I can’t promise it’s good, but I certainly tried.”
It’s engaging sure, but it doesn’t seem that special.
A quick Google suggests that CTR rates of 0.5 to 1% are more typical for quora.
I’m very wary of invalid clicks through previous experience. Does anyone have any thoughts?
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5 Replies
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what’s the onsite behaviour of people coming from Quora? Do they bounce immediately? Do they convert?
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4.5% doesn’t seem that out of the ordinary, sure its higher than most advertisers but seems realistic.
As the other commenter as said, check our other metrics like bounce rate or time on site. It may be that you’ve nailed your targeting and have tapped into their curiosity. -
This is why conversion tracking is important.
Fuck CTR. One of the worst and misleading metrics in digital marketing.
Go set up conversion tracking on your website so you’ll know the worth of your Quora ads. If there’s no action-based conversion on your website, track by scroll or time on page.
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I’m assuming you are talking about running image/text ads and not promoted answers. A 4% CTR would be within range for promoted answers in my experience.
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You’re suppose to know what the word “Free” does.
Most of the people are going to click to collect the “Free Stuff” and then never do anything with it.
Rework the ad copy, remove the word “Free” and then see what happens to the CTR and the conversation rate.
It’s fine if it’s free, that just can’t be part of the call to action/ad copy.
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