Directions for new advertisers taking part in the Quora Ads Beta.

1. Advertising on Quora
Quora's Audience
Quora reaches over 100M unique visitors every month. The heart of Quora is questions, and people often
use the product when they are researching an important decision. As a result, advertisers can capture an
audience in the consideration phase of a major decision and influence those people to use their own
products and services.
We are early in building products that can help advertisers reach these audiences, and the following
outlines our first effort to serve direct response advertisers.
Ad Unit
We are starting with a text based ad unit:
An advertiser provides:
• The advertiser's preferred brand name: “Promoted by Quora” in the above example
• Header text up to 65 characters in length: “Join Quora, the world’s best source for knowledge.”
in the above example. (text must be a statement, not question)
• Supporting text up to 105 characters in length: “Over 100M people access Quora each month.”
in the above example (text must be a statement, not question)
• A selected call to action: “Sign Up” in the above example
• A display url next to the call to action: “at Quora.com” in the above example
• The landing page url the person visits after clicking the ad
Call to Action Options
We support the following Call to Action options:
• Learn More
• Get the App
• Apply Now
• Book Now
• Contact Us
• Donate Now
• Download
• Shop Now
• Sign Up
• Watch More
• Get Quote
• Follow Us
The button on the ad will read “Sign Up at Quora.com”
If there is a call to action that has worked effectively for an advertiser on another platform, we are open to
adding it.

2. Placement
Ads will initially only be available on question pages on Quora.
Targeting
We are rolling out with three targeting options: topics, platform, and location.
Topics:
• You can think of topic targeting on Quora as broadly similar to contextual targeting
• Questions related to a selected topic will be eligible for ad delivery
After a discussion about your campaign objectives and your target audience, we will work with you to
select a set of topics that provide the best chance of reaching your target audience. Once selected, we will
provide a set of sample question pages where your ad may run, and an estimate of inventory volumes.
Device Platform:
Our usage is spread fairly evenly across desktop and mobile, which includes both our mobile app and
browser products. Ads can be targeted at mobile users, desktop users, or both.
We offer the ability to split your campaign if you'd like to track performance at the platform level.
Location:
• Ads can be targeted at the country, state, city, or zip level

3. Conversion Tracking
Quora will provide an image pixel for each campaign for an advertiser to track a conversion event. We
highly recommend setting one up to enable better optimization of ad delivery towards higher value
audiences.
Pricing and Campaign Delivery
In order to strike a balance between user experience and advertiser experience, campaign pricing is based
on an auction and bidding system. As we want to balance both the user and advertiser experience, we take
into consideration multiple factors to determine an auction winner, such as an advertiser’s bid, ad quality
and the estimated rate of actions that we think users will take on your ad. The amount you get charged is
the resulting winning CPC of each auction, which will be at or below your CPC bid.
Reporting
Campaign reporting is available using our Ads Manager tool, which gives users access to view
performance at the campaign, ad set and ad level.
Payment Options
You can pay by credit or debit card, or we can arrange to bill by monthly invoice.