Make the Most of the Quora Ads with Its Latest Ad Targeting Options
Since you are reading this blog, I’m assuming you know already know what Quora is. It’s a Q&A platform where people ask specific questions, and others provide the answer to the question. You’ll be surprised to know that the platform gets over 300 million unique visitors every month. That’s the primary reason why a majority of the brands are now including Quora ads into their marketing mix.
To make advertising more convenient for the brands, Quora launched its ads beta in April 2016, where they displayed ads from only a handful of advertisers (notably Uber, Lever, and Wealthfront). It took Quora another 13 months to open the ad platform to all the brands called Quora ads. Recently, in October 2019, the platform added 3 new targeting options to help brands better target their on-platform campaigns.
These new ad targeting options are discussed below:
Keyword history targeting:
Quora already has keyword targeting and question retargeting options for ads. This new addition to the roster is, however, a blend of both. This option is designed to help brands reach the audience who has shown interest in their niches. As the name suggests, this keyword targeting option focuses on the keywords used by the brands. Let’s take an example:
Imagine, there’s an assignment writing company which is working on the keyword “APA referencing” for the past few weeks. The keyword history targeting option takes the keyword and finds matches with questions, which include that particular keyword, like “How to cite a blog in APA referencing style?”
Now, the advertisers (basically, the brands) will be able to target ads towards the users who have visited groups of question pages in a certain time period (such as 21 days). The ads are then displayed on the users’ feeds, topic feeds, and question pages. Pretty neat, isn’t it?
Gender targeting:
Gender targeting takes things a few notches higher. This option allows the advertisers to focus their ads and ad copy more specifically. This targeting option can be applied to any ad set, no matter what the primary targeting option is.
Let’s say, you have created two different topic-targeted ad sets – one with male-specific CTA (calls to action) and the other one with female-specific CTA. If your product or service caters to only one gender, you can always exclude the other gender on all the ad sets. It’s surprising the Quora is getting this feature now. Quora ads like ads are used by all the other platforms have been using this option for quite some time now.
Notably, Facebook removed gender targeting for US-based advertisers from employment, housing and credit ads due to concerns regarding discriminatory ads. Quora has followed the same and excluded some categories from the gender targeting option for US-based advertisers.
Browser targeting:
Last but not least – the browser targeting option allows advertisers to target by devices and mobile platforms simultaneously or individually. Even though Quora had the feature for a long, now it allows advertisers to target ad sets to particular desktop browsers, including Safari, Opera, Firefox and Chrome.
With this targeting option, advertisers can now choose to target either iOS devices, Android devices, or all the mobile devices. Businesses, campaigning for app installations, now don’t need to change their device settings to mobile-only manually.
Wrapping it up,
In the past two years, since Quora launched its self-service ad platforms, it has continuously been adding new features as well as new formats and capabilities. In certain areas, Quora is even more effective than Twitter, Reddit and Pinterest. Hence, if you have not added Quora to your marketing strategy yet, you are actually missing out on a lot.
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