Building new connections and overcoming the spread of misinformation through Quora Ads
High quality leads
Engagement and bounce rates on Quora also performed better than average.
Quora Internal Data
Better than average
Engagement and bounce rates
Quora Internal Data
The Graduate Management Admission Council (GMAC) is a global, mission-driven association of leading graduate business schools. GMAC owns and administers the Graduate Management Admission Test™ (GMAT™) exam, NMAT by GMAC™ Exam, and Executive Assessment.
Connect with their target audience and raise awareness
The GMAC South Asia marketing team in India noticed people online were confused and had various doubts regarding the GMAT™ and NMAT tests. Misinformation was also being circulated due to uncertainties caused by the Covid-19 pandemic. To correct misleading information, the marketing team turned to Quora as a communication channel.
Improve overall engagement on Quora
Quora has 100M+ active monthly users in India, and many are searching for information about GMAC. The team observed a number of questions about their assessments, test centers, Covid-19 guidelines, campus life, diversity, and alumni. By answering these questions on Quora, the GMAC South Asia marketing team could directly connect with people seeking relevant and accurate information about their bran
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A strategic mix of Promoted Answers and image ads
The South Asia marketing team partnered with their Quora account team to structure their GMAT™ ads and campaigns in a way that effectively met their goals. A/B testing was also carried out to ensure better results. Image ads, Promoted Answers, and Topic Targeting in particular worked well. Targeting the keyword "GMAT" additionally generated highly relevant web traffic to the GMAT™ website.
Promising results with a relevant audience
Overall results were positive. With the right messaging, the GMAC South Asia marketing team successfully countered the spread of misinformation. Quora helped the team reach the right audience to further their goals, which led to more unique traffic and high quality leads. Engagement and bounce rates on Quora also performed better than average.
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