Quora Advertising: What You Need to Know
You might not regularly browse Quora.com, but I’m certain you’ve visited the site once or twice. Quora is a question-and-answer platform in which its own community of 200 million+ members answers, edits, and monitors each post. Topics range from something general, like “Finance,” to more specific topics, like “Investment portfolios.” Although this platform isn’t often discussed as a social media website per se, Quora advertising could be beneficial to businesses in New Orleans. It doesn’t restrict the length of your response as much as Twitter does, and the quality of the content is in words—not photos, as it is on Instagram. Political candidates, such as Hillary Clinton, and tech moguls, such as Sheryl Sandburg, have directly responded to users’ questions, so it’s also a platform where public figures are interacting with curious members of the community.
Quora pages tend to pop up regularly at the top of the search engine results page (SERP) because people tend to search in the form of a question. Question-phrased searches are more popular than ever with the rise of voice searches in 2018, so Quora pages appear high up on the SERP in organic searches. But have you heard of Quora’s newest feature? Quora advertising could offer a lot to the right kind of businesses.
What Is Quora Advertising?
As Quora.com continues its growth and success, advertisers should be aware of the Quora advertising platform and what it can do for your business. As a relatively new advertising platform, Quora Advertising in New Orleans is a relatively uncharted territory. Therefore, there is a lot of potential for local businesses to be first-adopters, reach new audiences, and get more conversions.
What Are My Targeting Options?
Targeting options on Quora are fairly similar to what you see in other advertising platforms, such as Google and Bing. Quora advertising can be great for targeting audiences in the “research phase” of a funnel, as there are so many specific questions and topics you can choose to advertise under. Quora ads can appear among questions and answers on nearly any page based on how you target. The options are:
- Topic Targeting: Ads will display broadly across pages relevant to specific Quora topics.
- Audience Targeting: Ads will display to the users who have previously visited your website.
- Question Targeting: Ads will display in specified questions and discussion threads.
- Interest Targeting: Quora will help you pick an audience based on specific keywords you give it, and then the ads will appear for users who demonstrate those specific interests.
How Can I Design Quora Ads?
One advantage that Quora ads have over other advertising platforms’ ad appearance is that Quora ads are insanely inconspicuous. As you can see in the image on the left, when you scroll on Quora’s homepage, the ad simply appears in the middle of the feed. Unlike Facebook Ads or Google Search Ads, however, these appear like a question forum appears. To the user, it’s easy to overlook the ad as any kind of promotion, instead seeing it as a snippet of a question-and-answer discussion. There is an option to add an image to make your ad stand out a little more, but perhaps it is best to leave the ad as it is. Leaving the ad among legitimate posts helps build credibility for it. Take a look for yourself (left).
How Do You Write a Quora Ad?
Quora Ads are more versatile than search ads. They contain:
- Business Name: 30 characters
- Headline Sentence: 65 characters
- Body Text: 105 characters
- Display URL: 30 Characters
- Image: Optional, but cannot be more than 20% text or memes, explicit, or a before-and-after image.
Quora also requires you to write in full sentences, and every aspect of the ad must be grammatically correct.
Who Should Be Using Quora Advertising?
Although there is potential for so many businesses to advertise on the platform, there are two groups in particular that can take advantage of Quora Ads.
Earlier this year, Google and Twitter announced that cryptocurrency companies and affiliates cannot advertise on their platforms. If you’re interested in the progression of advertising for the cryptocurrency industry, you can read more on our blog. With the elimination of all that advertising space, cryptocurrency companies were relying on tactics such as search engine optimization (SEO) and advertising on cryptocurrency websites and other related spaces. However, Quora could be a great platform for cryptocurrency companies to advertise by reaching target audiences reading cryptocurrency topic and question pages. Quora openly allows the promotion of exchanges, wallets, and financial services, but ICOs have to disclose their financial risk.
There are some small hoops to jump through, but there is a huge audience on Quora for cryptocurrency companies. A large population exists, because a lot of users ask questions on the platform, and others use the existing information as a resource for cryptocurrency information. Cryptocurrency is a hot topic right now as a new technology with a lot for readers to take in. By advertising to an audience showing interest in cryptocurrency or trying to get involved right in the middle of their research, you establish credibility and make it easy for them to access your company’s website and services.
Lifestyle Coaches and Consultants
If you are trying to position yourself as an expert or thought leader in your field, then Quora ads could be a great weapon in your toolkit. People come to Quora looking for expert opinions and answers to their questions. If you are someone who has expertise in a certain field or has a product that can provide solutions for a common issue, take a look at advertising with Quora. Like I said earlier in this article, those on Quora might be in a higher part of the funnel, but if you are present in their time of confusion, you’ll be creating a brand around problem-solving and credibility.
B2B (Business to Business) Companies
Quora Ads is a much younger platform than Google Ads or Bings Ads, for example, but Quora Ads have so far proved themselves highly successful for B2B companies. B2B companies have been able to take advantage of Quora’s current low CPCs (cost-per-clicks) and high conversion rates.
How Can I Get Started with Quora Ads?
If you think Quora Ads is the right direction for your company, contact us at Online Optimism. Our Digital Ads Department wants to answer all your questions. Check out our other services or get in touch today!