Quora Ads offer a unique opportunity to drive performance by targeting large, high-intent audiences while they are researching solutions. This platform is an excellent complement to your existing ad channels, allowing you to reach users at the consideration stage. By leveraging AI-powered targeting options and campaign structures, you can effectively engage with this leaned-in audience.

Campaign Structure: The Foundation of a Successful Quora Ads Campaign

When starting a new ad campaign on Quora, it's essential to have an organized structure that fully utilizes available features. The platform's campaign structure consists of three parts: Campaigns, Ad Sets, and Ads. By understanding each level and its capabilities, you can create targeted campaigns that drive results.

Campaigns: Setting the Stage for Success

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.

Best Practices for Campaigns

  • 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 ensure spend is evenly paced and prevent unexpected shutdowns.
  • 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: Where Targeting Magic Happens

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 options. By familiarizing yourself with these different options, you can create targeted ad sets that drive results.

Targeting Options: Unlocking the Power of AI

  • 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.

Additional Targeting Filters: Refine Your Audience

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.
  • 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.

Ads: Crafting Compelling Messaging

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. By crafting compelling messaging and leveraging AI-powered targeting options, you can drive results and engage with your target audience.

Ad Options: Choosing the Right Format

  • 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 a simple, easy-to-create ad format.
  • Promoted Answers: Supercharge your Stories by pairing Quora answers with Quora Ads' targeting suite.
  • Lead Gen Forms: Connect with customers the moment they're researching solutions and capture their intent directly on Quora.