January 9th, 2023
Not only is Quora is a popular platform for asking questions and getting answers, it’s also an effective tool for expanding your brands reach and visibility. Quora’s built-in ad platform allows you to create targeted campaigns that are tailored to your specific goals and objectives. With the right approach, you can use Quora Ads to reach potential customers, provide solutions to their questions, drive traffic back to your website, acquire leads, and drive sales. Let’s take a look at how Quora Ads can be used to complement and amplify your advertising strategy.
Targeting Your Audience
The key to successful Quora ad campaigns lies in targeting the right audience with your engaging ads. You can target users based on their interests, demographics, and other criteria. This helps ensure that you are reaching the right people with your message. Additionally, Quora allows you to target audiences based on their queries and search terms, allowing you to get even more specific with your targeting efforts.
Targeting Options:
Contextual Targeting – Shows ads relevant to specific topics, keywords, or questions
- Topics – shows are relevant to specific Quora topics
- Keywords – shows are near questions containing or excluding keywords
- Questions – shows ads near specific questions
Audience Targeting – Shows ads to audiences that match website traffic, lookalikes, or email contact lists
Behavioral Targeting – Shows are to users based on interests or retargets them based on past behavior
- Interests – targets users with specific interests
- Keyword History – retargeting users by keywords they have previously viewed
- Question History – retargets users by questions they have previously viewed
Broad Targeting – Shows ads across Quora to maximize potential impressions
With some of the targeting options, you are also able to exclude questions and audiences to refine your targeting.
Quora Ad Placements
When creating your campaigns, all ad placements will be automatially selected for targeting but if you want to test specific ones, you can deselect the ones your want to test.
Ad Formats
Quora ads are designed to be relevant and engaging. They appear within relevant topics or questions on the site, so they have greater visibility than traditional banner ads or display ads. Additionally, Quora ad campaigns allow you to include images and videos in your ads, creating an even greater level of engagement with potential customers.
Video ads were released to accounts at the end of 2022 and to utilize them, you need to contact Quora support or your rep if you have one so you can gain access. We’ve begun testing video ads on the platform and as expected, video ads are performing better by driving more clicks and have higher CTRs in most instances as they are more eye catching and engaging in comparison to static image ads.
In addition to image and videos ads, you can also run text ads and promote an answer where you can make an existing answer you share more prominent with Quora Ads. We encourage testing of each, but from our experience, image and video ads tend to perform best, over text ads.
Creating Conversions
Quora offers various options for increasing conversions from your ad campaigns. You can include a call to action (CTA) in your ads that will direct users back to your website or landing page where they can learn more about what you offer or take action if desired (e.g., signing up for an email list). Highly recommend adding a CTA so people are intuitively and seamlessly guided to the next step that you have in mind for them.
Additionally, Quora allows you to track conversions from clicks so that you know exactly how many people have taken action after viewing one of your ads – valuable data that can help inform future decisions regarding which types of content work best with certain audiences or topics of discussion on Quora. When it comes to Quora Ads, be sure to add utm parameters to the end of your landing page URLs so that you can better track performance on site using Google Analytics, in addition to Quora reporting, so you gain more insights to guide your optimization efforts.
Testing Quora Ads
Quora provides an effective way for businesses large and small alike to reach new audiences while also engaging with existing customers in meaningful ways through its ad platform. By targeting the right audience with relevant content and calls-to-action, businesses can maximize their returns when it comes to advertising on Quora by driving more traffic back to their websites where customers can take action if desired (e.g., signing up for an email list, get a free quote, etc.). If you are looking for ways to enhance your current marketing strategy, consider leveraging Quora Ads as part of the mix.
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Interested in having us guide you through consulting, provide training, or help manage your Quora Ads campaigns for you? Contact us to see how we can assist you with your business goals through advertising.
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