Outsourcing marketing for IT companies,
based on our 15 years of experience in the field
based on our 15 years of experience in the field
Quora is an American question and answer platform with social networking features. It was specifically created as a place where any user could ask a question, and other forum participants could answer it. Answers can be commented on by all participants in the discussion, which helps create a discussion. Quora uses an algorithm for ranking the value of answers, which is based on the user reputation system.
The service appeared in the public domain in 2010 and in 14 years it has grown to be one of the largest portals in the world with a monthly online of 400 million active visitors. Of course, Quora is not as big as Meta, Linkedin or even Reddit, but its main advantage is that users are specifically looking for answers to their questions here, which means that businesses have excellent opportunities for promotion, obtaining PPC traffic and attracting attention to their services.
According to the portal's official data, more than 67% of visitors use Quora to study products and search for information about brands. The portal discusses more than 300 thousand topics, which means you can find almost anything.
Quora gets its main traffic from search engines – about 54%, and another 44% are direct clicks. The remaining 2% come from emails, social networks, and referral links. These same 2 percent include traffic from advertising, which accounts for up to 2.6 thousand clicks per month.
Approximately 41% of Quora's active audience is in the United States, or 148 million people. India is a confident second place with 100 million, and Europe is third with 70.5 million.
Quora age audience:
The greatest interest for businesses is presented by users aged 25 to 44. These are the people who invest and earn the most. In other words, almost half of the platform's audience can be considered a target.
About 56% of visitors are men and 44% are women. The education statistics are impressive: 64% of users state that they have a higher education in their profile, and 28% indicate that they have a college education.
About 60% of Quora advertisers are B2B (business to business) companies and 40% are B2C (business to client).
By the way, Quora Business claims that ad conversions on the platform are 4 times higher than on other advertising platforms. If this is true, the prospects for placing ads here seem very promising.
To run ads on Quora, you need to register in the advertising account. Click the "Get started" button and proceed to the first step of registration.
The first step is to provide an account name and email address to work with.
Next, Quora will ask you to describe your business, specify the country and currency in which you will pay for advertising. The list of countries includes Russia, Ukraine and almost all the republics of the former USSR, but you won’t be able to pay for advertising in their currencies. I recommend choosing the dollar or euro to avoid unnecessary problems at the transaction stage.
After filling in all the fields, click the “Start advertising” button and you will be taken to the main menu of the advertising account.
You can manage your Quora advertising tools and settings using the menu at the top of the screen.
It is divided into 6 parts:
The structure of the advertising account is the same as on other platforms:
Before you start creating ad campaigns, I recommend setting up Quora Pixel. To do this, go to the second tab "Pixel & events".
Quora Pixel is a conversion tracking tool. It is a piece of code that needs to be installed on the site. To proceed to installation, click "Setup Pixel".
In the next step, we will be asked to choose one of two installation options: independently or with the help of a partner.
Partner assistance means installing additional trackers that can be provided by companies that professionally work in the field of conversion tracking. Quora Pixel uses cookies, which may not always be received. Advertisers who use partner assistance can add partner trackers to their creatives to confirm the validity of advertising traffic provided by the Quora ad server, as well as receive additional tracking data.
To review the capabilities of Quora Pixel, we will select the self-installation option. Click the Next button.
In the next step, we will be asked to select the conversion type we want to track. There are nine of them:
Nine types of standard conversions are more than, for example, Meta (Facebook), where you can track 8 target actions, but significantly less than Yandex LLC with its two hundred actions. For a platform that is a question and answer service, the functionality is quite decent.
By the way, after setting up Quora Pixel, I recommend installing the Conversion API tool. This is a tool for tracking the so-called actual conversion. When there is a gap between the CRM system and the advertising system, you can use it to create a custom setting. You can go to the installation via the item in the main menu.
Before we explore the advertising campaign tools, let's see what options Quora offers for setting up audiences for remarketing. In the main menu, select Audiences and then click Create Audience.
We get to a screen where three different methods of collecting an audience are offered:
The first point. Go to the audience settings menu based on website traffic. Here we specify the name, short description and select the filter type for traffic. It is possible to choose one of 4 standard types or custom settings.
The standard types are as follows:
Standard filter types allow you to create audiences based on visit time frames, exclude and include different user groups, and create lists based on conversions. In custom mode, you can exclude and add individual users or entire groups to the audience.
The second point – these are audiences of “similar” users. They are created based on lists of site visitors. In the corresponding Quora menu, you can specify an audience that has already been created and select a percentage from 1% to 10%, which determines how similar the new audience will be.
The third point is the ability to upload your own files with already created user lists.
Here are a few simple rules:
To start creating an ad, you need to click on the "New campaign" button, which is located in the upper right corner of the main menu. Immediately after that, the settings menu opens. It is divided into 5 consecutive steps:
Now, more details on each.
The campaign creation menu opens first. First of all, we specify the name and select the advertising objective.
There are 6 goals available:
After selecting a goal, you can set a spending limit. There are options for maximum limit on daily budget and for the whole campaign. In the menu "schedule" you can choose immediate start or set calendar frames.
Here, too, first of all, we indicate the name for the group of future ads, and then proceed directly to the target settings.
Geotargeting settings are possible for a specific country, city, state or province, economic zone (for the USA). You can select a postal code.
Here it is worth paying attention to the fact that the available locations open after typing the first letters. An obvious advantage of Quora is the popularity of this service in the Middle East and Southeast Asia. For example, if we type Israel in the line, it turns out that it is quite accessible for targeting. The same can be said about the United Arab Emirates, Thailand, Indonesia, Singapore and other countries from these regions. You can also target ads to Australia and New Zealand. Targeting these countries is allowed, unlike, for example, Telegram Ads, in which ad impressions are often limited by the region of registration.
You can specify up to 1,700 locations for targeting. Let me remind you that Quora is most popular in the US, India, and Europe. These locations account for three quarters of all traffic. If you want to exclude some countries or regions, you need to specify them in the "Excluded locations" field.
Everything is quite simple here: you can choose men, women and "unknown gender". When choosing the latter, those users who did not specify their gender during registration will also be taken into account.
You can optimize impressions for specific discussion topics and questions, or you can select keywords. Keyword targeting is a form of contextual targeting. Ads will appear next to all topics that match the specified keywords, including question pages and questions shown in the feed. You can specify up to 10,000 keywords for targeting and up to 2,000 keywords to exclude.
This raises the possibility that Quora uses DMP data exchange with various large platforms that collect data on users' personal interests on the web. Such data is collected, for example, by Google. Understanding this data layer is crucial for integrating Quora advertising into a broader strategy that includes comprehensive google seo services, ensuring your owned content ranks for the same high-intent queries you target here.
There are 4 options for optimizing impressions:
In the same menu, you can select audiences for retargeting that were created earlier and optimize impressions for a wide audience. In particular, it is possible to use the auto-targeting option: Quora will show ads to a certain circle of users who are most likely to be interested in the content of your ads and website landing pages. It makes sense to use this tool when there is no clear understanding of who to target ads to.
This menu allows you to exclude certain questions and previously created audiences from being shown. The principle of filling in the fields is the same as in the previous menus.
Next, we select the preferred location for the ads. There are only two options:
Then we specify the mobile platforms and desktop browsers on which we want to display our ads, if necessary.
And we complete the setup by choosing a bid. For all 6 goals, Quora offers a pay-per-1000 views model – CPM. Pay-per-click CPC is available for five goals, for video advertising instead – optimization for video views. If you select lead generation as a goal, then the pay-per-lead model will be available. For some goals, the conversion optimization model is available.
The minimum bid for all payment models is 0.01 euros. The recommended bid is always shown next to the fill field.
There are only 4 types of creatives you can create on Quora:
All 4 types have similar settings. The only difference is the type of media file we are going to add.
To create an ad, you need to fill in the fields:
How adding the main creative elements changes the composition can be seen in the preview on the right side of the screen. The preview is shown in both desktop and mobile versions.
After the creative is created, we move on to the fourth step - choosing a payment method. Here in the "Check business information" field, you need to specify the type of business, add addresses and postal codes, fill in the card details.
As for the types of business, there are 6 options to choose from:
Regardless of the type selected, there is only one payment method - using a credit or debit card.
In general, the capabilities of the Quora advertising account look quite decent even against the background of similar services from Meta and Linkedin. First, about the pros:
Now about the cons.
