The Ultimate Guide to Quora Advertising

Written by Fatih Alper Ozen

As a very popular online community for questions and answers, Quora is widely preferred for following topics, asking questions, sharing knowledge, or providing opinions. Although it sounds like a basic question and answer site, because of its high-quality user-generated content about brands/products/services, the platform has recently managed to attract marketers’ attention.

Quora ads are a great way to reach your target persona especially at the awareness and reach & attract stages of your growth marketing funnel. Quora ads allow you to gain insights about your target audience and help your potential buyers to learn about your brand (just when they are looking for it) and drive relevant traffic to your website.

Quora has become a must-have platform for brands with more than 400,000 topics and 100 million monthly unique visitors. So let’s see how you can create and manage ads on Quora with screenshots and valuable tips.

Creating a Quora Ad Account

To create an ad account in Quora, you first need to have a Quora account. If you have a Quora account, you can start creating an ad account from this link.

Here you will enter a name and email address on your Account and select the currency. Currently, you can only pay in 7 different currencies.

After entering the address information in the Business Information section, you will access the advertisement dashboard.

Creating a Quora Advertising Campaign

When you click the “New Campaign” button in the upper right of the advertisement dashboard, you will see the screen below.

After entering the campaign name on this screen, you should select your campaign target.

There are 4 goals.

Conversions: You can choose this target to drive traffic to your website and measure the specific goals (purchase, registration, account creation, etc.) you set on your site. To choose this goal, you must first install Quora Pixel on your website and choose conversion via Quora.

App Installs: If you have a mobile app, you can attract users from the quora channel to your app market page with this target. Quora integrates with Kochava, TUNE, AppsFlyer, Branch and Singular for mobile app install performance measurement.

Traffic: You can use it to drive traffic to a page of your choice on your website.

Awareness: If your goal is to provide brand or product awareness, you can choose this target.

In this example, we selected the most preferred “Traffic” targeting in Quora. After making the selection, you must enter the maximum daily budget or total budget from the screen that opens at the bottom. You can determine the publication dates of your campaign from the bottom.

Quora Advertising Set and Targeting 

After adjusting the campaign settings, you will create the Ad Set on the screen that opens.

The main logic in the creative set is to allocate your campaigns and budget for different targeting. It is best to make separate sets of ads for different goals.

In the creative set, you must name your ad set and location. You can add locations in bulk with the “bulk add” button. There is also the option to exclude a location.

After choosing the locations, you will see 4 different targeting models, and which you can only choose one of them.

Let’s say we are a brand that offers live chat software solutions for websites. Our targeting will be as follows:

1. Contextual Targeting: As a highly preferred targeting option in Quora advertising campaigns, there are 3 submodels in contextual targeting.

  • Topics: If you choose this model, your ads will appear in the Quora topics you set. As you enter the topics you want to target, suggestions will be presented to you in the suggestion section.
  • Keywords: Your ads will appear on the Quora pages containing the keywords you enter in this field.
  • Questions: Your ads will appear below the specific questions in Quora. This targeting can be quite effective. The audience you can reach may be limited, but you will be able to reach a Quora user at the right time, who is asking a question for a specific problem.

As in the example, your ad will appear on the page with questions about live chat.

2. Audience Targeting: This allows you to do remarketing. You can show your Quora ads to people who have previously visited your website. To use this targeting, you must have placed the Quora pixel code on your website before.

3. Behavioural Targeting: With this targeting, you can target Quora users according to their interests and historical data. It offers 3 different options:

  • Interest: Allows you to target according to users’ interests
  • Keyword history: Allows you to target based on keywords that Quora users see on pages they visited
  • Question history: It allows you to target according to the questions Quora users have asked in the past.

4. Broad Targeting: If you choose this option, it will show your ads to a large audience without any detailed targeting.

Note: We continue our example by choosing “Contextual targeting” to proceed for the next screenshots.

After targeting, you can choose the device and gender from the additional targeting section.

In this area, you can also exclude Question and Audience.

After this screen, you will see the email option. If you check this option (it is already checked by default), you can be included in the daily email that Quora sends to its members. This feature distinguishes Quora from other advertising channels.

In the last stage of the creative set creation area, you should choose your CPC bid and the optimization of your ad.

While determining your CPC bid in this area, Quora is offering you a bid recommendation according to your targeting criteria and competition, which is another feature that makes this media special.

After targeting and bidding options, you can see summary information about your campaign in the summary field in the right column.

After making the targeting and preparing the ad set, you can now proceed to the ad creation phase.

Quora Ads Creation 

In the ad creation screen, you must first define a name for your ad and then select the ad format.

There are basically 3 types of ad formats.

  1. Image Ad: In addition to text CTA and link, you can also add an image with this ad model. 
  2. Text Ad: It is an ad model consisting of only text, CTA, and link. We can say this format is similar to Google Search ads.
  3. Promote an Answer: You can make a previous answer more prominent for Quora users by using this ad format.

After choosing your ad model, you need to enter the Business name, title, description, CTA, link, and logo related to your ad. While entering this information, you can see the preview of your ad in the right column.

After preparing the ad, your Quora ad campaign is ready for broadcast. After this point, your campaign will go into the review process and will likely be live soon.

Good luck!

Bonus: Paid Media and PPC Planning Guide & Tactics

PPC Planning Guide 

Quora advertising is just a small fraction of Paid Media and PPC Marketing. So we recommend you to get familiar with the whole concept of Paid and PPC marketing to be able to utilize each channel effectively.

Since paid media marketing is an essential component of business growth, it needs to be planned carefully. You need to strategize wisely, calculating all the angles and components (such as main goal, budget, target audience’s needs, and the characteristics of each paid media channel) to be able to measure, report, and optimize.

In order for you to plan and track your PPC activities easily, take a look at our Paid Media and PPC Planning Guide and learn how to create a paid media marketing plan with some growth tactics to use in your paid media marketing activities.

Moreover, here’s our tool for Paid Media and PPC Planning for you to practice and exercise on how to create new plans and track them.