What is Quora Advertising | How to Advertise By Using Quora

Ever used Quora to find answers to your questions? Over 300 million users visit Quora each month looking for reliable information. 

The more the users upvote a question or an answer, the more often it will be displayed. Many of the questions are asked by high-intent customers who are researching products or services. 

It provides a unique opportunity for advertisers and brands to appear before people who are in the consideration phase of the buying process. This makes Quora a uniquely powerful advertising platform. 

Here in this article, we are going to discuss what Quora advertising is, and how to get started with advertising on Quora.

What is Quora Advertising?

Quora is one of the largest online platforms for questions and answers. It is one of the highest-quality user-generated content platforms where users are invited to enlighten the world. It allows users to follow topics, share knowledge or expertise, ask questions, and provide answers and opinions. 

The public can respond with follow-up questions, comments, or objections, just like a typical conversation. Quora is an excellent place for professionals in different niches to share their industry-specific knowledge and establish their company as a thought leader.

Quora ads are a function of the Quora question-and-answer platform. They allow brands to target ads to Quora users. Quora ads display as native advertisements and promoted posts within the platform.  These ads largely look like normal Quora posts, with a very small portion signifying that they are promotional material.

How to get started with advertising on Quora?

By following these steps, you can crack on with advertising on Quora.

Create a Quora Account

Create a Quora advertising account, which is separate from a personal account. It asks for some details like the business name for the account and your contact information.  

Install the Quora Pixel

Quora Pixel is a great tool for measuring advertising success. For example, advertisers can track conversion events and build target audiences. Without campaign measurements, advertisers might find it hard to gauge the extent to which their advertising efforts bore fruit. For measuring the success, you can install the pixel manually or use a third-party tool such as Google Tag Manager.

Design Your First Quora Ads Campaign

To start creating a campaign, click on the “New campaign” button. Ad campaigns contain a set of advertisements aimed at a specific business goal. 

Name your campaign, select your objective, choose the daily maximum budget that you are looking to spend, and select a scheduled start and end date for your campaign.

Create an Ad Set

The next step is creating an ad set. You can create different ad sets targeting different locations. You can even add locations that you wish to exclude from your campaign.

Choose Targeting Options

The next step is to choose the targeting option. Quora offers two levels of targeting – primary and secondary. The former allows you to select one of the two alternatives:

Topic Targeting 

Here topics function like keywords. This allows you to select the type of questions among whose answers your ads are served.

Audience Targeting 

In this option, the Quora pixel allows you to select segments of site visitors and target prospects when they return to Quora.

Set a Bid

Now, set a bid for your campaign. Depending on the ad delivery, you have three options to choose from:

Optimize for impressions: 

If you want to improve branding and display your ad text with the brand slogan to several users, you should optimize for impressions.

Optimize for clicks: 

If you wish people click on your ad, you should optimize for clicks.

Optimize for Generic conversions: 

If you have installed Quora Pixel on your website to track generic events, you can use this option to optimize your ad delivery for conversions.

Create an Ad

The last step in Quora advertising is creating an ad. You should enter a name for your ad and select an ad format from the available types:

• Image Ad to show an ad with a featured image, text, and your company logo.
• Text Ad to display ads with text and without pictures.
• Promote an (existing) Answer to showcase your product or service.

Best practices to follow while using Quora advertising

Write useful answers

Provide knowledge that is useful for anyone interested in the question.

Target location 

Target the location by building location-specific ad sets (this could be done by isolating just one region). This helps you see which locations are driving performance, and optimize more effectively.

Ensure that your answer isn’t too short. 

Keep it detailed. Clicks are measured when someone clicks on the preview of the Promoted Answer to read it in full.

Target device 

Target the device because bids tend to differ across desktop and mobile devices. A more effective bid will focus on desktop platforms in one ad set and mobile platforms in a duplicate version of the same ad set.

Install Quora pixel

This is an essential step as it allows you to view conversion data within the Ads Manager and see what campaigns, ad sets, and ads are driving conversions. With the help of this, you can determine the success of a campaign.

Conclusion:

Quora offers an opportunity for advertisers to promote a niche product/service. It is an excellent source of reliable information, with experts across many diverse industries, sharing valuable knowledge and experiences. Quora can be a valuable tool for brands to leverage in today’s competitive digital landscape.

If you have any comments, queries, or suggestions regarding this article, please state them in the comments section below.

Thanks for reading

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