When it comes to deciding where to advertise online, the first platforms you’ll probably think of are Facebook and Google. The data speaks for itself. eMarketer expects 78% of total US search ad revenues to go to Google and 73% of total US digital display ad revenues to go to Facebook this year. Quora Ads.
This kind of domination may lead you, the marketer, to think that advertising success can only come from these two channels, but there are other options – that aren’t Snapchat and Instagram. Quora Ads.
Case in point: Quora Ads.
Quora is one of the largest online communities for questions and answers and one of the highest-quality user-generated content platforms.
It allows users to follow topics, share knowledge or expertise, ask questions, and provide answers and opinions. Other users can then respond with follow-up questions, comments, or objections, just like a typical conversation. When users upvote or downvote responses, Quora then algorithmically displays the best answers to questions.
What separates Quora from other question and answer forums, is the focus on long-form, quality answers from professionals, or people who have relevant experience with the topic. This makes Quora an excellent place for employees who work in specific fields to share their industry-specific knowledge and establish the company as a thought leader.
How is Quora Ads unique and how does that apply to digital advertising?
Not only is Quora a great place for experts to share their expertise on topics but it’s also prime real estate for brands to advertise and generate traffic to their post-click landing pages.
Quora now has over 200 million unique monthly visitors — double the amount it had just one year prior. The platform’s valuation has also doubled over the past several years; it was worth around $900 million in 2014 and is now valued at about $1.8 billion. A substantial driver of these rapid increases was due to positive results from ad tests.
In April 2016, Quora launched its ads beta, only displaying ads from a handful of advertisers, including Lever, Uber, Wealthfront, and Sunrun. Then, in May 2017, the company opened its ads platform to all brands advertising on Quora.
How Quora Ads can help you reach a wider Audience?
1. Website Retargeting – Target people who visited or have taken an action on your website in the past 30 days. Set up Quora Conversion Pixel on the website, and one can easily create an audience of website visitors.
2. Lookalike Targeting – Create a lookalike audience of the existing audience on the ads manager.
3. Interest Targeting – Target recently engaged(questions read, upvotes, etc) users
Additional to the above ads, an advertiser can layer it with Location and Platform targeting.
In 2018, Quora expanded its advertising options with the launch of List Match Audiences. One can upload a list of email addresses curated from different platforms or website and create a List Match Audience on Quora.
The list is first hashed locally on the browser and then uploaded on Quora. It is then matched with the audience on Quora to create a new audience.
How Quora Ads Work
Create your account : You can access Quora Ads Manager through your Quora Profile and start running ads here
Choose your audience : Once the headline, description, landing page URL and other details are ready, choose the audience and target by topic, platform or location.
Set up the budget : Quora Ads run on CPC model. Set up your bid and adjust bid and budget throughout the campaign period.
Pay for result: Signing up for quora ads is free and since it is based on CPC model, you pay only per result and can easily monitor the spends.
Increase your brand awareness and traffic with Quora ads
Although a little slow to roll out its self-serve advertising platform, Quora has finally jumped on board and is starting to give Facebook and Google a run for their money. People are loving it and there are definitely many benefits to advertising on Quora which, thankfully, is fairly easy considering its similar interface.
This guide will get you started with advertising on Quora so that you, too, can make use of this opportunity.
Looking for increasing your brand awareness digitally? We’re here to help.