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The Untapped Power of Quora Ads

Quora Evangelist JD Prater shares his insights on launching into the Quora platform and utilizing it to reach audiences at key moments in the customer lifecycle.

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The Untapped Power of Quora Ads

  1. 1. Midwest Digital Marketing Day [Webinar Title TBD] With JD Prater The Untapped Power of Quora Ads
  2. 2. Presenter JD Prater ● Quora Evangelist at Quora ● @jdprater
  3. 3. Overview 1 What is Quora? And why do people come here? 2 Quora’s high-intent audience 3 Finding and reaching you audience on Quora 5 Quora Quickstart Program 4 Breaking down the Quora Ads platform
  4. 4. 2018 saw the rise of theTriopoly +60% of US ad budgets
  5. 5. When everyone zigs, it’s time to zag
  6. 6. Be a trailblazer
  7. 7. What is Quora? And why do people come here?
  8. 8. human knowledge is still not on the internet. The vast majority of
  9. 9. Millions of people use the internet everyday yet only a fraction contribute their knowledge to it.
  10. 10. Knowledge changes lives.
  11. 11. 300+ million monthly visitors come to Quora
  12. 12. To share graciously
  13. 13. https://www.quora.com/Whats-the-most-insane-thing-a-human-has-survived To learn about the world
  14. 14. To be surprised
  15. 15. To conduct research
  16. 16. To evaluate products
  17. 17. To be better
  18. 18. Engaged Audience People don’t come here to passively scroll
  19. 19. People are actively engaged across a variety of Topics
  20. 20. In 2018, Travel was one of the more popular topic areas on Quora. 57,519,648 Followers 872,842 Questions 8.1M Question views “What are the best airport tips?”
  21. 21. In 2018, Entertainment was one of the more popular topic areas on Quora. 83,847,847 Followers 1,079,043 Questions 476K Question views “What are some mind-blowing facts about the Friends TV series?”
  22. 22. Quora’s rapid audience growth 350M 300M 250M 200M 150M 100M 50M 0 December 2015 March 2016 June 2017 September 2018 80M 100M 200M 300M
  23. 23. Quora’s U.S. audience 18-24 25-34 35-44 45-54 55-64 65+ 40% 30% 20% 10% 0% Gender Male Female Based on Quora internal data 2019
  24. 24. Our audience is engaged Desktop 25% Mobile/Ap p 75% 30 min Spent daily on the app 2X Amount of time on Quora over LinkedIn Based on a December 2017 study of 100K active Quora users who connected their Quora accounts with Facebook Based on Nielsen Total Media Fusion, 1/1/2018 - 1/31/2018 (Total Universe 18+)
  25. 25. Reach a high-value audience 54% Report annual HHI>$100K 37% More likely to be a manager 65% Report a college degree 28% Report a graduate degree Based on a December 2017 study of 100K active Quora users who connected their Quora accounts with Facebook Based on Nielsen Total Media Fusion, 1/1/2018 - 1/31/2018 (Total Universe 18+)
  26. 26. Finding and reaching your audience on Quora
  27. 27. On some ad networks, you chase your audience
  28. 28. On others, they chase you
  29. 29. But on Quora, they come to you
  30. 30. Users show high-intent on Quora
  31. 31. Capture attention when users express interest.
  32. 32. The knowledge journey I have questions
  33. 33. The knowledge journey People have questions Align your solution
  34. 34. Align your ads across the knowledge journey
  35. 35. How do I find my audience?
  36. 36. Part 1: Head over to Quora.com
  37. 37. Quora is organized intoTopics Search keywords and interests related to your business
  38. 38. Look for relatedTopics Take note ofTopic follower counts • LargerTopics = more reach • SmallerTopics = more focus
  39. 39. Yes, we have influencers! Most viewed writers
  40. 40. What are the types of questions your audience is asking? Filter results byType,Topics, andTime
  41. 41. Complie list ofTopics and Questions to target with ads 1. Answer Later button to compile your list of questions 2. Follow Privately to monitor competition 3. Notify About Edits to stay on top of new answers
  42. 42. Search Competition (run ads against them)
  43. 43. Part 2: Create Quora Ad Account No credit card required. Go to www.quora.com/business
  44. 44. Install Quora Pixel Quickly set up pixel with Google TagManager orSegment
  45. 45. Find your audience on Quora in under 10 minutes On Quora  Search keywords andTopics  Search competition  Track answers and Topics In Quora Ads Manager  Create Ad Account  Install Quora Pixel & create website audiences  Upload email lists & review match rate
  46. 46. Breaking Down the Quora Ads Platform
  47. 47. Early adopters are winning 2.5% 13.5% 34% 34% 16% First to market and maximizing ROI More risk adverse and marginal ROI
  48. 48. Under priced attentionFirst mover advantage
  49. 49. Influence audiences across the knowledge journey
  50. 50. Social Search I’ve already decided Quora Ad Placements Question Page Feed Topic Page
  51. 51. In addition to Location, Device,Gender, and ExclusionTargeting TopicTargeting InterestTargeting KeywordTargeting Audience Targeting Question Targeting BroadTargeting Quora Ads targeting options
  52. 52. Match Context with Audience Intent
  53. 53. Behavioral vs Contextual AudienceTargeting
  54. 54. Capture demand with text and image ad units Easy-to-build ads are customizable and integrate seamlessly into Feed and Question pages
  55. 55. Anatomy of an Image Ad Image Headline CTA Logo
  56. 56. • Boost distribution of organic content • Establish thought leadership • Only charged when people click to read more • BONUS: Retarget people who have read the answer Build your brand with Promoted Answers
  57. 57. Bonus points for great landing page experience
  58. 58. https://www.agorapulse.com/social-media-lab/quora-ads-traffic •Impressions: 109,351 •Clicks: 959 (68% of all clicks) •CTR: 0.88% •Cost per click: $0.40 •No. of free trials: 19 •Conversion rate: 1.98% •Cost per free trial: $20.19 •Impressions: 53,163 •Clicks: 451 (32% of all clicks) •CTR: 0.85% •Cost per click: $0.33 •No. of free trials: 31 •Conversion rate: 6.87% •Cost per free trial: $4.80
  59. 59. Audience Intent + ContextForecastVolume and Predict ResultsHow to
  60. 60. Did you create an ad account?
  61. 61. Did you set up a campaign?
  62. 62. And you input audience targeting?
  63. 63. Potential Weekly Impressions You’ll find a Summary
  64. 64. Suggested bid
  65. 65. Image Ads CTR performance Time to optimize Test new ad copy and images and audience targeting to improve auction results Well done Fine tune ad copy and images to improve auction results Solid performance Consider changing bid type to CPM CTR < 0.25% 0.40% < CTR < 0.75% CTR > 1.00%
  66. 66. Predicting results with marketing maths
  67. 67. Predicting results with marketing maths
  68. 68. A few best practices
  69. 69. Quora Quickstart Program designed to help advertisers be successful
  70. 70. • 45 days of guided support • Betas! • Help with campaign builds • A series of calls to discuss performance and optimizations • $1k test budget Quora QuickStart bit.ly/quora-ads
  71. 71. Advertisers see great results with Quora Ads 17.5M+ impressions 9.34% CTR 60% lower lead acquisition costs 50% lower CPCs 4-5x higher conversions 3.35% subscriber conversion rates 66% lower CAC 14x less expensive CPCs
  72. 72. Social I’m passively browsing Search I’ve already decided Join the many businesses investing in Quora Ads
  73. 73. Quora Ads guides & resources bit.ly/quora-guides
  74. 74. Grow with Quora podcast bit.ly/quora-podcast
  75. 75. You’re an early adopter
  76. 76. Recap
  77. 77. 300+ million people come to Quora to actively... share knowledge find community share stories evaluate products conduct research be surprised learn about the world be inspired
  78. 78. High engagement High value High intent Right context
  79. 79. Under priced attentionEarly adopters are winning ROI
  80. 80. Align your ads along the knowledge journey People have questions Align your solution
  81. 81. Predicting results with marketing maths
  82. 82. • 45 days of guided support • Betas! • Help with campaign builds • A series of calls to discuss performance and optimizations • $1k budget Quora QuickStart bit.ly/quora-ads
  83. 83. Create Quora Ad Account Go to www.quora.com/business

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