Success Story

GMAT

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.

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Quora Internal Data

Better than average

Engagement and bounce rates

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Quora Internal Data

About GMAT

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.

Their Goal

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.

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Great platform to understand the pulse of your audience, competition and the overall market. Quora is a real life knowledge learning tool. It is fantastic for online reputation management.

Shah Ronak

Marketing Manager-South Asia

GMAC™

Their Solution

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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Their Creative

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.

Their Results

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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Great platform to understand the pulse of your audience, competition and the overall market. Quora is a real life knowledge learning tool. It is fantastic for online reputation management.