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.
3. Overview
1
What is Quora? And why do people come here?
2
Quoraâs 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
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
âWhat are the best airport tips?â
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
âWhat are some mind-blowing facts
about the Friends TV series?â
22. Quoraâs rapid audience growth
350M
300M
250M
200M
150M
100M
50M
0
December 2015 March 2016 June 2017 September 2018
80M
100M
200M
300M
23.
24. Quoraâs 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+)
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
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
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%
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 Iâm passively browsing
Search Iâve already decided
Join the many businesses investing in
Quora Ads
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
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