Quora Ads offers a unique opportunity to drive performance by targeting large, high-intent audiences while they are researching solutions – making it an ideal complement to your existing ad channels. By understanding how to structure your campaigns, you can effectively engage this leaned-in audience and maximize your ROI.

Campaigns

Starting a new ad platform can be daunting, but having an organized campaign structure is crucial for success. Quora Ads' campaign structure consists of three parts: Campaigns, Ad Sets, and Ads. At the Campaign level, you'll determine the campaign objective and budget. The campaign objective indicates what your ad campaign aims to drive – Conversions, App Installs, Traffic, Awareness, Video Views, or Lead Generation. The campaign budget dictates the maximum amount a campaign will spend on a daily or lifetime basis.

Campaign Best Practices

  • Budgets are defined at the campaign level, so organize your campaigns based on how you're allocating your budget.
  • Set a daily budget rather than a lifetime budget to prevent unexpected shutdowns and ensure even spending.
  • Create separate campaigns for different product lines, targeting types, initiatives, etc.
  • Define a naming convention for your campaigns (e.g., "Category – Targeting Type – Geography").

Ad Sets

The Ad Set level is where you determine your targeting parameters and bid. With Quora Ads, you can target users via Contextual, Audience, Behavioral, or Broad targeting. Familiarize yourself with these options to understand which works best for your app user experience.

Ad Set Targeting Options

  • Contextual targeting: Position ads alongside questions and feeds tagged with specific topics.
  • Audience targeting: Deliver ads next to questions that include your keywords.
  • Behavioral targeting: Place ads on specific questions and serve tailored messages to a hyper-targeted audience.
  • Broad targeting: Deliver ads to the largest possible audience on Quora.

You can also add Secondary Targeting filters, such as:

  • Location
  • Platform & Browser
  • Gender
  • Email Targeting
  • Exclusions (Question & Audience)

Ad Set Best Practices

  • Separate out ad sets for better analysis of performance (e.g., mobile split, location split).
  • Add keywords from other platforms to the "Bulk Add" tool and receive suggestions on comparable Quora Topics, Interests, or Questions.
  • Duplicate Topics into Interests in a separate ad set for greater scale. Use the "Import Ad Set" tool to copy-and-paste Topics, and click "Behavioral Targeting" to turn them into Interests.
  • Bid your true value to help you win auctions and get the best ROI.

Ads

The Ad level is where you determine the composition of your actual ads. You can create ads from scratch or copy an existing ad using the "Use existing ad copy" button. If you previously chose Lead Generation as your Campaign objective, this page is also where you will select a Lead Gen Form to append to your ads.

Ad Options

  • Video Ads: Bring your brand's story to life with sight and sound.
  • Image Ads: Make your brand visually stand out on Quora's text-based platform.
  • Text Ads: Launch in minutes with minimal disruption to the user experience.
  • Promoted Answers: Supercharge your Stories by pairing Quora answers with Quora Ads' targeting suite for targeted distribution.
  • Lead Gen Forms: Capture On-site leads securely and efficiently.

Final Thoughts

By mastering Quora Ads campaign structure, you can unlock exceptional app user experiences and drive performance. With a solid understanding of Campaigns, Ad Sets, and Ads, you'll be well-equipped to engage your leaned-in audience and maximize your ROI.