Quora Ads Account
Overall, I am satisfied with the Beta offering of Quora Ads Account. The service team has been responsive during my occasional issues and this gives me confidence that they will continue to expand their advertising service team in the same manner in the future. The owner of ZATO, Kirk, has also had positive interactions with Quora advertising representatives at conferences and they show a commitment to providing excellent customer service.
This is important and something that is lacking in the self-serve advertising industry and I believe Quora is showing that they care not only for their audience but also for the advertiser’s user experience.
Quora Ads Account is a new offering with basic features for now. Their self-serve platform currently only offers text ads with a 65-character headline and 105-character body copy. No retargeting or retargeting-based audiences are available yet, but I am certain it is only a matter of time.
The platform is similar to other advertising platforms like AdWords and Facebook. If you are already familiar with any of these, Quora ads account should be easy to understand and set up.
Read More: Buy Facebook Ads VCC
What about CPC’s?
High CPC’s are expected for businesses such as SaaS or B2-C, who are willing to pay for solid leads, with a CPC of 4-8. However, Quora is not an intent-focused platform and therefore, it operates on an interest-based model. This means despite having targeted intent options, conversion rate is still lower compared to intent-focused platforms like AdWords or Bing.
Quora has potential to improve their platform with retargeting and look-alike audience options. Currently, their crowdsourced questions provide the content advertisers desire, but it lacks the specificity needed to filter irrelevant users. For example, if targeting users interested in learning data science, it would be helpful to target all related interests to reach a larger and more relevant audience.
The combination of low advertising visibility and interest-based audiences results in low CTR, which is one of the drawbacks of Quora advertising. Nevertheless, it still has potential for growth with improvements in targeting options.
Think about ADs Engagement?
Low CTR (0.3%) and high conversion rate (5%) are observed in one of our campaigns. Low CTR often signifies bad ad copy, low audience relevance, or poor ad visibility. High conversion rate indicates effective ad copy, optimized landing pages, well-targeted audience, and good offers. A low CTR but high conversion rate suggests that while many users are not seeing the ad or finding it irrelevant, those who do view it and click convert at a higher rate compared to other platforms that rely solely on interest targeting.
Click-through rate (CTR) is the ratio of clicks to impressions on an ad. Impression is the number of times an ad is shown and a click is the number of clicks on the ad. CTR is a measure of ad performance, with higher CTR indicating that the ad is attracting more clicks and thus, attracting more interest from its audience.
Conversion rate is the ratio of conversions (successful sales or sign-ups) to clicks on an ad. It is an important metric for measuring the effectiveness of an ad in driving desired actions from its audience. A higher conversion rate indicates that more of the audience is taking the desired action, such as making a purchase or signing up for a service.
A low CTR and high conversion rate in a campaign may indicate that the ad is not being seen by many users, but for those who do see it, the ad copy and landing page experience are effective in converting them into customers. This may be the result of well-targeted audience selection, effective ad copy that accurately represents the offer, and an optimized landing page that is easy to navigate and prompts the user to take the desired action.
To improve ad performance, it may be helpful to review and optimize the ad copy, audience targeting, and landing page experience to increase visibility and relevance to the audience, and ultimately, increase conversions.
Opportunities to Get Quora Ads Account
The approval process for ads on Quora needs improvement. Until then, human review would be better than fully relying on automation. A “In Review” warning could also provide transparency.
Should You Use Quora Advertising?
The answer is, as usual, it depends. Certain industries may see success with Quora advertising such as governmental organizations, mission-based nonprofits, SaaS, religion, law, consulting and insurance, financial services, etc.
However, accounts that already have a strong presence on Quora Ads Account may have an advantage. But it is possible for new advertisers to find success as well. Keep in mind that the Q&A format may impact ad targeting.
There is no definitive answer for online advertising, but with the right strategy, Quora Ads Account can work for any industry. It all depends on the questions being asked and if you can appear as a solution for a product or service. If it aligns with your account, give it a try.
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