How to Optimize Quora Ads

04.25.22

Read time (7 MIN)

So, after advertising on Facebook and LinkedIn, you’ve decided to give Quora a try.

After all, Quora boasts of over 300 million monthly unique visitors, and 54% of adult users report household incomes of over $100,000 annually.

Therefore, you have a big audience that can afford the products you want to promote. But as you already know, no ad campaign can thrive with the “set and forget it” mentality.

That’s why optimizing your Quora ads is critical to successful campaigns.

Unfortunately, Quora is different from traditional social media platforms. It’s a question-and-answer site where topics range from psychology to cryptocurrencies.

Therefore, optimizing Quora ads will have differences compared to, say, Twitter.

Here are 7 tips on optimizing your Quora ads.

1. Install Quora pixel on your website.

By installing the Quora pixel, you can see the number of Quora users visiting your website and what actions they’re taking.

Quora pixel has two parts: the Base Pixel and the Event Pixel. The base pixel helps you build an ad audience from your visitors, while the Event pixel helps track conversion events on specific pages.

With Quora pixel, you can create ads for a receptive audience and determine the effectiveness of Quora ads when they lead visitors to your website. Also, you can optimize your campaign as a result of data you obtain through the pixel.

2. Match your ad elements to landing page elements.

While creating your ads, you need to think beyond it. What is your landing page?

To make your ad more effective, you have to ensure consistency between your ad and its landing page. This means your offer, ad copy, images, and more should match that of your landing page.

This way, you can increase the chances of conversions on your landing page.

For example, here’s an ad by Namecheap:

When you click on it, you’ll see this landing page:

When you look at the ad and landing page, there are matches in many aspects. For example, the color scheme in the ad image and at the top of the landing page looks similar.

Likewise, the offer on the ad is similar to that on the landing page. By scrolling down the landing page, you’ll find the web hosting offers.

3. Reallocate budget according to campaign performance.

When you’re running campaigns, you have to track their performance. Naturally, there are many actions you can take based on the performance numbers.

You can edit the ads, run A/B tests, optimize targeting, and more. Beyond that, you can also reallocate your budget.

In this case, it makes sense to starve your losers and feed your winners. Therefore, you can add more money to campaigns that are achieving your goals and reduce the budget for underperforming campaigns.

4. Research specific questions your ad can answer.

Since Quora is a question-and-answer website, it makes sense to create ads that target relevant questions to your brand. For instance, if you want to advertise your legal services in New York, a question about reliable attorneys in New York is relevant to your ad.

That said, you can’t target every question related to your service or product. Instead, you have to find questions with high potential.

What should you look out for? First, let’s check this example from Toptal:

When you click on the question, it has 55 followers. Usually, a question with many followers is an indication that many people are interested in answers to the question.

The next step is to click on the ellipsis at the top right corner and select “View question log.”

On the next page, you’ll see more statistics about the post. For instance, this question has 7.2 million views and was last followed an hour earlier.

From those stats, it’s a question that’s popular enough to attract many of Toptal’s ideal leads.

5. Use topic targeting for ads.

While targeting questions is specific, it will take a lot of time to scale your ads. So, in some cases, targeting a topic will help you reach more users faster.

Before creating your ad, you can search for topics related to your niche. Alternatively, Quora makes it easy to search for topics during the process of creating your ad.

Apart from topics related to your brand or products, you can also target competitor keywords. This will help you attract prospects that are unaware of your product.

Furthermore, you can also find complimentary topics for your products. For instance, if you sell flour, you can target baking, cakes, and other topics where users can need flour.

With topic targeting, Quora will display your ads to every question in your selected topics.

6. Set up retargeting.

Most first-time visitors to your website won’t buy a product. In most cases, they still have insufficient knowledge of your brand and products.

Nevertheless, you can bring these users back to your website with retargeting ads. These ads allow you to target people who have visited your website.

You can also make your offer according to the pages they visit. For instance, a visitor on your product specification page is close to conversion, and you can send relevant ads to them.

Furthermore, you can create a lookalike audience from your website visitors to reach a bigger audience.

Apart from prospects, it’s easy to use retargeting ads for customers. You can create upsell and cross-sell ads based on the products they bought in the past.

7. Run A/B tests on your Quora ads.

Even if you follow all the best practices in creating your ads, you can’t totally predict how they will perform with recipients. The ads that look like winners often may end up as flops.

That’s why A/B tests are a vital part of your optimization strategy. With these tests, you can change different elements of your ads and track the difference in clicks.

Some elements of your ads you can test include:

• Ad headline: this is the first part of an ad and will determine how the user reacts to the other elements in your ad. You can experiment with a question, your unique proposition, or even a solution.
• Ad copy: this further explains why a Quora user should take up your offer.
• Image: this can be the image of your product or someone using it. You can also change the color scheme of the images.
• CTA: you have access to call to action (CTA) such as Learn More, Shop Now, etc. You can test a few relevant CTAs to see which performs best.

However, while performing A/B tests, you should only test a single element at a time. This way, you’ll easily discover the changes responsible for improved conversions.

Conclusion:

Running Quora ads may not be as popular as other social media platforms. Still, you can acquire plenty of warm leads from Quora. And when you nurture those leads with the right content, you can turn them into repeat customers down the line.

However, your Quora ads don’t automatically convert users once you set them up. You have to optimize them.

Ensure you implement these 7 tips and track how they affect your ad campaign's performance.