Internet Marketing March 8th, 2019
If you think Quora is basically a Q&A site, it’s time to think again. It’s true that when Quora was founded in 2009 by Adam D’Angelo and Charlie Cheever, their objective was to share knowledge by asking questions about things people don’t know. But now, Quora has been developed into a good platform for those who want to establish their brand or product by driving traffic to the site. Now Quora is a place where anyone can ask any kind of question and get an answer. It helps both businesses and individuals to build value online if they provide meaningful and genuine answers.
Quora has around 200 million monthly unique visitors, and that’s one of the main reasons you should consider Quora for your business. Apart from this, it has dedicated users which help your brand to engage with their audience. This helps them to easily discover your brand. Quora helps to target an audience that is suitable for your business. One of the best advantages of using Quora for marketing is that it helps you keep your product trending.
The best way to promote your business is to consistently talk to your customers. Since people are talking about you and your competitors, giving a person a quick response will help you win over new customers.
There are over 400,000 topics available on Quora, and the website now earns around $1.8 billion per year. This is yet another reason why you should think about using Quora to promote your business; it’s a great platform for newcomers to improve their website traffic.
The advertising platform on Quora launched just one year ago and many marketers have quickly become a huge fan of this platform. Here is a step by step guide on how to advertise and set up your ad account on Quora.
Like every other advertising platform, you’ll have to create an ad account. Once you create an ad account, you will get complete access to the Quora Ads manager.
The next step is to fill your business and account information. This is where you will input your details like name and address of your business. You can also select the currency that will be used for campaign reporting and billing.
The Ads Manager dashboard will show you insights on the performance of your campaigns. It plots the performance metrics over the last 7 days, and you can also see how much you spent over the selected time period.
Choosing the campaign objective is a crucial step. There are four different campaign objectives available on Quora; you can choose any one from conversions, app installs, traffic and brand awareness.
This is based on the ad delivery algorithm on optimizing for conversions rather than clicks. This method is used for directing customers to your landing page — if they proceed, then the conversion is considered complete. If your goal is to increase conversions for your business, then you should select conversions as the campaign objective.
Use this objective if you want more people to install your mobile application or game.
You can choose this objective if your goal is to drive more traffic to your website.
This campaign objective is to create awareness among people about a newly introduced product or service. Use this objective for your campaigns if you want to increase the popularity and recognition of your business.
In this step, we are going to create a new campaign. You need to input information such as campaign name, objective, etc. The fields may change when you switch between different campaign objectives.
After adding the campaign information, you have to set a maximum budget for the campaign. You can set values for daily maximum budget and lifetime budget (optional).
Daily maximum budget– the maximum amount that can be spent in a single day for a campaign.
Lifetime budget– the total amount that can be spent over a lifetime for a particular campaign.
Just like Facebook pixel, Quora also has their own pixel that can help you to track website conversions that are results of your Quora ad.
Important: Quora only allows one conversion pixel for a single account. This means you can only track one type of action on your website pages.
Just like Facebook and Pinterest, you can create ad sets on Quora where you can do custom targeting and bidding for a specific set of ads.
Creating an ad set is highly recommended since it will help you optimize multiple ads at a time.
You can select a suitable strategy for your ad campaign based on the business you have. Quora Ads allows you to target people based on topic.
Select a topic which that’s based on the keywords that are most relevant to your products and service. This is one of the most important steps in configuring the campaign.
The next step is to create your ad. You can either create your ad from scratch or import an old one. You have to choose the corresponding headlines/tagline, description text and landing page URL of your ad. Then, you have to optimize your ads based on the topic; for example, this can include targeting a particular location if your business is location-based.
If you are creating a new ad, then you will need to input the ad name, business name, ad title, ad content and call to action (if needed). Once you create your ad, you can then view it in the preview section.
You can use the following as a guideline when creating your ad copy.
Headline length: Max. 65 characters
Body Text: Max. 105 characters
Display URL: Max. of 30 characters
Quora allows you to create ads in three different formats. Options include an image ad, text ad, and Promote an Answer ad.
When creating an image ad, you have to upload your company logo and an image that will appear beside the text headline and ad description. The image should have a minimum resolution of 600X314 and the recommended dimensions are 1200X628. The company logo should be in square shape with a recommended size of 500X500. You can use either PNG or JPG images.
Text ads are the best way of getting a high return on your investment, and also provides the best way to reach and engage with Quora users.
Quora was initially started to share questions and answers. Thus, the “Promote an Answer” strategy is the best way to acquire customers on Quora. You can promote any of your answers to a targeted audience.
In order to calculate the ROI of your marketing efforts, you have to keep an eye on your campaigns. You can measure different metrics like CTR (click through rate), impressions, clicks, conversions, etc. All of these metrics are reported in the ads manager dashboard.
You can track the conversions for your campaigns by installing Quora pixel on your website or landing page.
There is also an option to set up email updates, which will send you daily/weekly updates about your account’s performance.
Advertising on Quora is one of the best ways to promote your business. Apart from this, Quora can help to keep an eye on the competitors. It is also the best place to discover different trends on the market and to explore new ideas. So, Quora is a wonderful platform to both learn and share knowledge, as well as promote your business to the real world.
Want to learn more about how to create engaging content to promote your brand online? Give TechWyse a call at 866.208.3095 or contact us here today!