Quora Ads offer a unique opportunity to drive performance by targeting large, high-intent audiences while they're researching solutions - making it an excellent addition to your existing ad channels. For instance, if you're already using Facebook to drive awareness for your products and Google to drive intent before a purchase, Quora fits into the consideration stage right in between. To help you engage this leaned-in audience, we've outlined the key capabilities of Quora's Ads Manager below.

Campaign Structure on Quora Ads

Starting a new ad platform can be daunting. To ensure the success of your campaigns, it's essential to have an organized campaign structure that fully utilizes available features. Quora's campaign structure consists of three parts: Campaigns, Ad Sets, and Ads.

Campaigns

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 your campaign from shutting off unexpectedly and ensure spend is evenly paced.
  • 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. It's essential to familiarize yourself with these different options so you understand which works best for you.

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)

In the "Summary" section, you can view the potential weekly impressions each ad set is projected to get. This is a great way to gauge the scale of your ad sets. The final thing you'll determine at the Ad Set level is your bid. Quora Ads uses a live auction system, and you can pay per click (CPC), impression (CPM), or targeted action (Conversion Optimized bidding*).

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. You'll 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.
  • Your bid is not your final cost. Bid your true value to help you win auctions and get the best ROI. Lowering your bid will reduce your access to certain ad placements.

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'll select a Lead Gen Form to append to your ads.

Ad Formats

  • Video Ads: Bring your brand's story to life: Captivate a high-intent audience with sight and sound.
  • Image Ads: Make a First Impression: Image Ads make your brand visually stand out on Quora's text-based platform. Build Recognition: Combine your business's colors, imagery, and messaging for a cohesive brand experience customers will remember.
  • Text Ads: Native & Noticeable: Promote your message in organic Quora conversations with minimal disruption to the user experience. Launch in Minutes: Text ads only require copy and a landing page, giving you more time to optimize your campaigns.

Unlock Swift App Development Success

Leaned-in Leads: Connect with customers the moment they're researching solutions and capture their intent directly on Quora. Capture On-site: Native Lead Gen Forms let customers securely share their information without ever leaving Quora. Less friction, more leads.