Quora is the world’s largest questions and answers platform. User can ask question, answers questions, read answers, up-vote answers and comment on the answers. Quora has became the largest Q&A platforms overtaking yahoo answers and other forums.
Very recently quora launched self serving ad platform for advertisers. Quora ads are display ads similar to google display, Facebook & LinkedIn ads. Let’s dive into the campaign creation process.
First things first, you have to sign up for quora advertiser account.
Go to https://www.quora.com/business and signup. This signup process is similar to any other signup process. You need to enter company details, tax information and then credit card information.
Once the ad account is created, this can be accessed via Ads Manager. You can find ads manager by logging into quora,
Click on the profile icon on the top right ( left side of Add question button) , you can find the ads manager in the drop down. Click on the drop down menu will take you to new page.
Quora ads contains three parts
- Setting up tracking
- Navigating ads manager
Setting up tracking code
Tracking is one of basic but a critical feature in digital marketing. For any type of campaign or ad channel by step would be setting up campaigns. If you can’t see it, you can measure it. If you can’t measure it, you can’t improve it.
To set up tracking, in the ads manager, click on the Quora Pixel menu next to Manage ads.
And then you should click on the setup pixel button. If you had done facebook advertisement prior this is exactly same as facebook. For those who haven’t run facebook ads before, here’s the complete guide.
Quora tracking pixel has two parts
- Basic tracking pixel
- Inline event code pixel
Basic tracking pixel :
This pixel tracking code is shown in the first step when you click on the setup pixel button. What things do is collect basic information about users like which content or page they viewed. You need to install this basic code on all pages ( or landing pages).
Inline event code pixel
If your campaign has any objectives such as conversion or download, you can use inline event tracking code to track those events. To track such events using pixel code, you need add extra line next to basic pixel code . usually the extra line will be like this
This additional code needs to installed on the page where conversion happens not on all pages. If form submission is your conversion, you should install code in the thank you page.
Once you setup the tracking, you can start creating campaigns.
Campaign creation :
Creating campaign has simple steps .
Step 1: Campaign Name
When it comes to name, you should use proper naming conventions. However if you run many campaign, it should reflect objective and audience targeted.
You can choose conversions or app installs. Conversion could be custom defined. App install is getting as many app installs possible for budget. Conversions could be downloads, newsletter signup, lead generation.
Budget and schedule
Similar to Facebook ( note : a lot of similar features from Facebook) , you go with daily budget or optional lifetime budget. You can also set a schedule for the ads to run . The schedule is available on weekday and time basis.
Note, since this is set in the campaign level, all the ad-set created in future will have the same settings with regards to schedule.
Ad set creation
Adset comprises of targeting & ad copy. This is very important part of campaigns.
To target uses Quora offers following :
- Topic targeting
- Question targeting
- Audience Targeting
- Interest Targeting
Topic targeting :
Topic targeting is very similar to topic targeting in google display. Topic targeting is based contextual match of topics. For example you choose topics such as pet care, all the matches that contains pet care Q&A’s can be contextually matched with topics. Hence your ad will be displayed in all the pages contextually matches to the topics.
This feature could be helpful if the product/service can solve a broader problem. If your promoting air conditioners, then summer, summer hacks would be an appropriate topic to target.
Question targeting :
Question targeting allows you to laser target specific questions. However it will be difficult to scale the ads in this targeting. If you need to pinpoint exactly questions and target -this option is the best.
But be aware that there won’t be enough volume on those questions which could affect the performance.
This is very similar to Facebook interest targeting, except it has relatively low volume. If you enter the keywords, quora will suggest the interest. You can select and target. Along with the interests you will be seeing the weekly impression volume for the ad set.
This feature is exactly opposite to topics. Topics is a contextual feature ( its about pages) and interest is behavioral feature ( it’s about audience)
This targeting options will help you to scale your ads and relevancy will be good , if targeting is done right.
Audience targeting :
Audience targeting is about using a list. You will create many list and populate audience based on the conditions. Common list are
- Visitors list
- Non converters
- User visiting certain pages
Visitors list :
This list contains all user who visited your web property in the defined period of time. If you have any new offer, you can use this list to communicate with users who already visited your website.
People who visited your website, went all the way down to conversion step but in last didn’t convert. These users might need a little push from your side to make them convert. You can probably try a re targeting campaign on these users to increase conversions.
This list of users who had already converted. If you are increasing a discount on your products and services then you need to exclude this users.
User visiting specific pages
Not all the pages are equally important in the website.if you want to target users based on pages they visit on website, you can create a list with conditions.
So audience targeting basically uses one this list or any list a targeting and the ads will be show across all web properties.
Ad copy creation in quora ads
Quora as of now uses text ad copy. This is similar to google search ads with exception of prebuilt call to actions.
Headline will be 65 characters long. You have to be very efficient with chars as you have very limited. If you have previous written google ad copies this would help.
You can include one of the following elements in the headline.
- Benefits product/service will yield
- Call out your target audience
- Mention offer
- Mention what goal customer can achieve using your product or service
- Use numbers instead of text.( if have opportunity)
You can use this text area to explain things that are important but can’t be mentioned in the headline. Things like free delivery, 30-day returns , 24*7 customer support may seem basic but customer will still need that information to make a decision.
Landing page url
This will be page which you want to take the users to.
Call to action :
You can choose precreated call to actions based on your product/service being advertised.