Question: Ana is seeing a high CTR but a low conversion rate in her campaign. How can she improve this?
- Revise her creative in order to increase her CTR
- Revise her targeting settings
- Improve the conversion process on her website
- Discard use of website conversions, as it is not compatible with her company
Explanation
A high click-through rate shows that the ad is generating interest, but a low conversion rate indicates that clicks are not turning into desired actions. LinkedIn defines conversion rate as conversions divided by clicks, so the issue occurs after members click through. Improving the website experience, form flow, page relevance, or call to action can help more visitors complete the intended action. This focuses optimization on the conversion path rather than changing an ad that is already attracting clicks.
Why the other options are incorrect
Revise her creative targets click performance, but the campaign already has strong click engagement.
Revise her targeting settings may affect audience quality, but the main signal points to a post-click conversion issue.
Discard use of website conversions is incorrect because Conversion Tracking is designed to measure website actions from LinkedIn Ads.
Source for verification
https://www.linkedin.com/help/lms/answer/a420212
https://www.linkedin.com/help/lms/answer/a420536
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