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.

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

6. Be a trailblazer

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.

10. Knowledge
changes lives.

11. 300+
million monthly
visitors come to
Quora

12. To share graciously

13. https://www.quora.com/Whats-the-most-insane-thing-a-human-has-survived
To learn about the world

14. To be surprised

15. To conduct research

16. To evaluate products

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?

65. And you
input audience
targeting?

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

81. High
engagement
High value
High intent
Right
context

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