The Untapped Power of Quora Ads
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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.
![Midwest Digital Marketing Day [Webinar Title
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With JD Prater
The Untapped Power of Quora Ads](https://image.slidesharecdn.com/hanapinmdmdfinal-190725183404/85/The-Untapped-Power-of-Quora-Ads-1-320.jpg)
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The Untapped Power of Quora Ads
- 1. Midwest Digital Marketing Day [Webinar Title TBD] With JD Prater The Untapped Power of Quora Ads
- 2. Presenter JD Prater ● Quora Evangelist at Quora ● @jdprater
- 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. 2018 saw the rise of theTriopoly +60% of US ad budgets
- 5. When everyone zigs, it’s time to zag
- 7. What is Quora? And why do people come here?
- 8. human knowledge is still not on the internet. The vast majority of
- 9. Millions of people use the internet everyday yet only a fraction contribute their knowledge to it.
- 11. 300+ million monthly visitors come to Quora
- 14. To be surprised
- 17. To be better
- 18. Engaged Audience People don’t come here to passively scroll
- 19. People are actively engaged across a variety of Topics
- 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. 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. 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
- 24. 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
- 25. 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+)
- 26. 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+)
- 27. Finding and reaching your audience on Quora
- 28. On some ad networks, you chase your audience
- 29. On others, they chase you
- 30. But on Quora, they come to you
- 31. Users show high-intent on Quora
- 32. Capture attention when users express interest.
- 33. The knowledge journey I have questions
- 34. The knowledge journey People have questions Align your solution
- 35. Align your ads across the knowledge journey
- 36. How do I find my audience?
- 37. Part 1: Head over to Quora.com
- 38. Quora is organized intoTopics Search keywords and interests related to your business
- 39. Look for relatedTopics Take note ofTopic follower counts • LargerTopics = more reach • SmallerTopics = more focus
- 40. Yes, we have influencers! Most viewed writers
- 41. What are the types of questions your audience is asking? Filter results byType,Topics, andTime
- 42. 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
- 43. Search Competition (run ads against them)
- 44. Part 2: Create Quora Ad Account No credit card required. Go to www.quora.com/business
- 45. Install Quora Pixel Quickly set up pixel with Google TagManager orSegment
- 48. 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
- 49. Breaking Down the Quora Ads Platform
- 50. Early adopters are winning 2.5% 13.5% 34% 34% 16% First to market and maximizing ROI More risk adverse and marginal ROI
- 51. Under priced attentionFirst mover advantage
- 52. Influence audiences across the knowledge journey
- 53. Social Search I’ve already decided Quora Ad Placements Question Page Feed Topic Page
- 54. In addition to Location, Device,Gender, and ExclusionTargeting TopicTargeting InterestTargeting KeywordTargeting Audience Targeting Question Targeting BroadTargeting Quora Ads targeting options
- 55. Match Context with Audience Intent
- 56. Behavioral vs Contextual AudienceTargeting
- 57. Capture demand with text and image ad units Easy-to-build ads are customizable and integrate seamlessly into Feed and Question pages
- 58. Anatomy of an Image Ad Image Headline CTA Logo
- 59. • 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
- 60. Bonus points for great landing page experience
- 61. 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
- 62. Audience Intent + ContextForecastVolume and Predict ResultsHow to
- 63. Did you create an ad account?
- 64. Did you set up a campaign?
- 66. Potential Weekly Impressions You’ll find a Summary
- 67. Suggested bid
- 68. 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%
- 69. Predicting results with marketing maths
- 70. Predicting results with marketing maths
- 71. A few best practices
- 72. Quora Quickstart Program designed to help advertisers be successful
- 73. • 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
- 74. 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
- 75. Social I’m passively browsing Search I’ve already decided Join the many businesses investing in Quora Ads
- 76. Quora Ads guides & resources bit.ly/quora-guides
- 77. Grow with Quora podcast bit.ly/quora-podcast
- 78. You’re an early adopter
- 79. Recap
- 80. 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
- 82. Under priced attentionEarly adopters are winning ROI
- 83. Align your ads along the knowledge journey People have questions Align your solution
- 84. Predicting results with marketing maths
- 85. • 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
- 86. Create Quora Ad Account Go to www.quora.com/business