Circles, a pioneering mental health technology company, has announced outstanding outcomes from its recent advertising campaign on Quora. By harnessing Quora’s advanced targeting capabilities, Circles significantly increased user engagement, garnering over 127 million answer views and achieving an impressive average click-through rate (CTR) of 5.59%—three times the industry standard. This campaign marks a significant milestone for Circles as it seeks to broaden its reach and provide support to individuals facing mental health challenges.
Targeted Approach to Mental Health Solutions
Circles is renowned for its innovative app that offers 24/7 access to audio-based support groups led by qualified mental health professionals. The company aimed to attract users actively seeking mental health solutions, making it essential for the campaign to focus on driving app installations and high-intent user registrations.
By utilising Quora’s contextual and behavioural targeting, Circles effectively reached individuals researching specific mental health topics, such as divorce, anxiety, and narcissistic relationships. This precise targeting guaranteed that ads reached users who were most likely to benefit from their services. The campaign leveraged Promoted Answers to engage potential users, providing informative responses to common mental health concerns, thus building trust and establishing Circles as a leading authority in the field.
Exceptional Campaign Results
The campaign yielded remarkable results: users acquired through Quora exhibited a 50% higher conversion rate compared to those from platforms like Facebook and Google. The high-quality targeting offered by Quora attracted engaged users, contributing to improved long-term app usage and retention. Furthermore, the overall Cost Per Acquisition (CPA) on Quora was approximately 15% lower than on Google and Facebook, with a 30% increase in customer quality. These impressive metrics highlight Quora’s effectiveness in connecting with suitable users.
Circles’ strategic use of Quora’s platform underscores the importance of targeted advertising in the digital age, particularly in the mental health sector, where reaching the right audience can significantly impact individuals seeking help. The campaign’s success demonstrates how a well-executed advertising strategy can yield significant returns on investment and foster a deeper connection with potential users.
Leadership Insights
Itai Ronel, Head of Growth at Circles, stated, “Quora enables us to engage with users at a crucial moment in their search for mental health solutions. By delivering genuine value and expert insights, we have achieved unmatched results compared to other acquisition channels. With over 120 million views on our answers, Quora has been instrumental in our success and our ability to make a positive impact on mental health.”
Marcell Butor, Head of Partnerships and Sales at Quora Europe, remarked, “The Circles campaign exemplifies how businesses can leverage our targeted capabilities to reach users ready to take action. Their success underscores the potential for businesses to achieve substantial growth by providing genuine value, particularly in a sensitive field like mental health.”
New Resources for Advertisers
In addition to Circles’ impressive results, Quora has released the Europe Agency Playbook. This resource offers valuable insights and strategies designed to help businesses optimise their advertising efforts and engage users more effectively on the platform. The playbook serves as a comprehensive guide for advertisers looking to enhance their campaigns, driving better results in an increasingly competitive digital landscape.
