When you think of online advertising, what is the first thing that comes to your mind? Google? Facebook? YouTube?
If you limit yourself to those digital media giants, you might miss out on a more targeted market of 300 million monthly users.
What is Quora? Who uses it?
Quora is a social question-and-answer website founded in 2009. Over the years, Quora has built a reputation for crowdsourcing the best answers to questions based on a question-and-answer engine of curious and highly engaged users.
In June 2017, Quora launched its advertising service, and businesses have seen a significant return on investment from advertising on Quora. Why? Quora users are 20% more likely to authorize commercial purchases. They were 65 percent more likely to report a college degree. They were also 37% more likely to be managers. They were 54 percent more likely to report a household income of more than $100,000 a year.
More fun? 63% of Quora users do research before making a major online purchase. In the United States, Quora users are highly educated and mostly live in metropolitan areas on the west and east coasts. * With demographics like this, Quora ads can be the perfect way to connect with your target market.
Let’s take a deeper look at why Quora makes sense for advertising, explore the advertising options available, and dive into best practices for advertising on Quora.
When you’re ready to launch your first Quora ad campaign, you’ll be pleasantly surprised by its simplicity, which makes it an ideal platform for beginners. All you need is two lines of text and a landing page to get started.
While advertising on Quora is quick and easy, don’t underestimate the power of the platform. Being able to pinpoint users who are interested in a particular topic and/or question means Quora Ads offers niche targeting that most other advertising platforms don’t.
There are multiple goals to choose from, including conversions, traffic, awareness, app installs, and lead generation. You can target your ads based on users’ interests, behavior, location, what they’re reading, and more.
If for some reason you’re having trouble setting up your first Quora ad campaign, you can always get help by clicking the “Talk to an Expert” button at the bottom of the Quora for Business page.
How much does it cost to advertise on Quora?
You can start advertising on Quora’s self-service platform for as little as $5 a day, making it virtually risk-free to experiment and discover the best advertising strategy for your organization.
Quora Ads uses a real-time auction system. In the way auctions usually work, buyers—in this case, advertisers—bid for the items being auctioned (ie, ad placements). The final cost depends on the competitive landscape and your positioning choices.
Major debit and credit cards are accepted, and you’ll only be charged when your spending reaches certain billing thresholds. The first threshold is $25, and the threshold increases to $50, $250, $500, and $750 after each successful charge. You will be charged when you reach your current billing threshold, or the first week of the month, whichever comes first.
Types of Quora ads and where they appear
Choose from text ads, image ads, or promoted answers to start your campaign. Quora ads can appear on users’ personal feeds, topic feeds, and question pages. You can also opt-in to placements in the Quora Digest e-newsletter. (To subscribe to digests, go to Settings, then choose Email & Notifications. There, adjust the Digest settings to your preference.)
There are 10 targeting types available on Quora Ads, giving you multiple options to match your targeting with your advertising goals. Businesses are encouraged to use two or more targeting methods to balance contextual, behavioral, and audience targeting.
Quora Pixel is required if you plan to run conversion campaigns, or if you want to attribute conversions to specific campaigns, ad groups or ads. Quora’s pixel not only allows you to track multiple conversion events, but also allows you to leverage website traffic targeting, lookalike targeting, and conversion optimization bidding. To install a pixel, visit the “Pixels and Events” tab in Ads Manager and click “Setup Pixel.” A prompt with instructions will appear. You can choose to install the pixel directly to your website, or through Google Tag Manager.
Quora Advertising Best Practices
The key to successful advertising on Quora is to focus on answering the question and not overselling it. People come to the site to answer their questions. Giving them what they want is the best way to show how your business fits them. It also makes Quora the perfect place to build brand leadership.
As with any advertising option, there is no “one size fits all” strategy when using Quora ads. What works for one business may not work for yours. As a best practice, test each targeting type or retest them with a different set of topics, interests, or keywords.
Not sure where to start? Find out what other businesses have done by studying Quora’s success stories.
Before starting your first ad campaign, be sure to check out Quora’s Ad Success Checklist. To facilitate your onboarding, they have compiled a checklist of key steps to guide your activities. While completing each step doesn’t necessarily equate to Quora Ads success, reviewing each action item will help ensure your campaign is optimized for scalability, measurement, and long-term success.
Are Quora ads worth it?
While the answer to this question will vary depending on an organization’s priorities, Quora’s team found a key difference between successful and unsuccessful ad campaigns. These differences can be found on Quora’s blog.
Talking to one of Quora’s advertising experts is another great way to determine if an ad on Quora is right for you. Their experts are dedicated to understanding your brand funnel, potential constraints, and even your team structure.
Advertising on Quora has both advantages and disadvantages.
First, Quora has a high-quality audience. Unlike other online environments, Quora’s user base is very active and informative. An internal team of moderators, along with the Quora community, ensures that there is little negativity or abuse. Answers are usually well-crafted and well thought out. This means your ads will appear in front of a high-quality audience to solve problems, not create them.
Second, the community on Quora is generally safe and constructive. The Quora community is aggressive by design. A team of human moderators oversees content, and posts must be attributed to a verified real name. Advertiser controls are powerful with exclusions. Only high-quality pages are eligible to serve ads.
Finally, Quora’s ad dashboard is similar to that of Facebook and Google Ads, and it’s very familiar. If you’ve used any of these platforms, you’re not starting from scratch when creating and analyzing campaigns.
No platform is perfect, and there are some downsides to advertising on Quora.
First, Quora doesn’t serve video ads. Video content tends to attract a larger audience than text- or image-based content, but it’s not an option for Quora Ads.
Second, Quora metrics and customizations aren’t as dynamic as you’re used to in Facebook or Google.
Facebook Ads and Google Ads are currently the two largest digital advertising platforms in terms of ad spend, and they are likely to remain so for a long time to come. So it makes sense to continue to use them as the foundation of your online advertising strategy. But supplementing Quora Ads can be the perfect way to boost sales and brand authority.