In this session, learn what makes Quora's audience unique and how to leverage the advertising platform to maximize results. Attendees will leave knowing: - How to determine if Quora is right for my business - How to find and target their audience - How to predict results and project budgets without running a single ad - How to scale performance and maximize spend

1. Moving Beyond the Triopoly:
How to Leverage Quora to its Full Potential
JD Prater | Quora Evangelist

2. 2018 saw the rise of the Triopoly

3. When everyone zigs, zag.

4. Find new ways to win

5. What is Quora?
And why do people come here?

11. Learn about the
world

12. To be surprised

13. To conduct
research

14. Evaluate products

15. To be better

17. People are actively engaged across a variety of Topics

18. Quora’s rapid growth
350M
300M
250M
200M
150M
100M
50M
0
December 2015 March 2016 June 2017 September 2018
80M
100M
200M
300M

19. In 2018, Travel was one of the most popular
topic areas on Quora
57,519,648
followers
872,842
questions
8.1M question
views
“What are the best airport
tips?”
?

20. In 2018, Auto was one of the most popular
topic areas on Quora
7,346,616
followers
498,586
questions
814K question
views
“Is it better to lease or buy
a car (potentially with
cash)?”
?

21. Reach a high-intent audience
54%
Report annual HHI>$100K
37%
More likely to be a
manager
65%
Report a college degree
28%
Report a graduate degree
75 / 25
Mobile / Desktop ratio
30+
Min spent daily on app
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+)
2XAmount of time
spent on Quora
over LinkedIn

22. Audience Intent + Right Context

23. Social I’m passively browsing
Quora I’m actively learning
Search I’ve already decided
Users are leaned in on Quora

25. Reach your target audience at key moments

26. Generate demand with text and image ad units
Easy-to-build ads are customizable
and integrate seamlessly into Feed
and Question pages

27. • Further boost distribution of your
organic content on Quora
• Establish thought leadership while
promoting your product or service
• Easily promote answers from within
Quora, without using the Quora Ads
Manager
Build your brand with Promoted Answers
Promote answers anyone has
written on Quora

28. Social I’m passively browsing
Search I’ve already decided
Quora Ad Placements
Question Page Feed Topic Page

29. In addition to Location, Device, and Exclusion Targeting
Topic Targeting Interest Targeting
Keyword Targeting Audience Targeting
Question Targeting Broad Targeting
Quora Ads targeting options

30. Match Context with Audience Intent

31. Influence audiences across the buyer’s journey

32. Scale performance with Promoted Answers

34. 3 ways to bid

35. Create Ad Account
www.quora.com/business

39. Quora QuickStart
A program for advertisers

40. • 45 days of guided support
• Help with campaign builds
• A series of calls to discuss
performance and optimizations
• $1k budget
Quora QuickStart

41. 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

42. NEW! Quora Ads Guides & Resources
bit.ly/quora-resources

43. Social I’m passively browsing
Search I’ve already decided
Join the many businesses investing in Quora Ads

44. • Reach and influence a high-intent
audience
• Show your ads in the right context
• Create an Ad Account & add Pixel
• Get started with Quora QuickStart
Recap
100% self-serve
platform for multi-users