If your company has a fairly long sales cycle, you need to embrace a number of touchpoints to stay at the front of the mind for your potential customers. And assuming your target audience only uses Google or Facebook can be a mistake.
Take the time to research other channels where you can find your audience. Some of these channels, like Quora, may be more affordable than the ones you’re currently targeting.
Add the Quora pixel to your site to determine whether or not you should invest in the platform. You may be surprised at what you find out. It can work regardless of the industry or niche your business is in. Here’s how to find out if it’s worth investing in.
Confirm Your Audience is Using Quora
You don’t have to run an ad to find out if your audience is on Quora. Sign up for a Quora for Business account. Start collecting audiences, and then you can see if they are right for you without having to divulge any financial information.
Install the Quora Pixel
After you’ve signed up, don’t jump right into starting a campaign. Instead, click “Pixels & Conversions”, then click the “Setup Pixel.”
Though you have the option to install the pixel manually, it’s easier to install the pixel with the Google Tag Manager so choose the “Install with a partner” option.
Copy the pixel ID you see on the screen.
Navigate to Google Tag Manager to start the pixel installation. In the left navigation menu, select “Tags and then click “New” on the right.
When creating your new tag, choose the Quora pixel tag type and paste the pixel ID you just copied from Quora. For the trigger, choose all pages. Then, add a name for the tag and click save.
Once you publish the tag, you can start collecting audiences with Quora.
Upload Your Customer List to Match Audience of Quora Users
The find out if your current customers already use the platform, upload a CSV file to Quora with all of your email addresses. Click the “Audiences” tab at the top of the page and then click “Create Audience.” In the window, choose “List Match.”
From there, fill in the details about your audience and upload your customer file. If you determine that the match rate is high, you can start running list match targeted campaigns, or you can build lookalike audiences from your current customer lists that you can use to run top-of-funnel lookalike campaigns. You must have a base audience of at least 3,000 users before you can create lookalike audiences in Quora.
Research Questions and Topics to Target Users with Ads
Once you’re sure you have an audience on Quora the next step is to research the topic and questions that you want to target with your ad campaigns.
Cora is a question-and-answer site and all of the questions people have asked are categorized into topics. When you’re logged into Quora, the search feature allows you to start your research and you can start by searching for specific questions. Or, you can search for specific topics.
Manually searching for questions and topics is a wonderful way for advertisers to research audience volume, but it’s not the only option. Let’s take a closer look at some of the other ways to get the job done.
Run an Ad to Answer a Specific Question
Question targeting is just one of the ways you can target your ads. You cannot get any more specific than this. If you see Quora users asking specific questions and your company has the perfect solution to those questions, you can run ads on those questions. You can add a 1200×628 pixel image to your ad so you could be the only eye-catching visual.
The specificity of question targeting is amazing but it can be hard to scale. Before launching a campaign with a ton of question targeting ad sets, research the volume of your desired questions first.
Relevant questions with a lot of followers indicate how popular that question is and how many times do users may go to that specific question page to get their solution. The more followers you see on a question, the more likely you’ll want to Target it.
If you see questions with little to no followers, you may feel like you should pass on targeting that specific question but before you give up on it, and check another area. Below the question, click on the Ellipsis and select view stats and log option from the drop-down menu.
That brings up the entire answer history for the question. Focus on the question stats added to the right side of the page. Note the total lifetime views of this question and the date the last time someone followed this question.
Choose questions with a large number of followers for question targeting campaigns and choose questions with lots of views. Sometimes, you may find questions with just a few lifetime views.
You only need a few seconds to evaluate the stats of each potential question you may target. Making the extra effort to make sure you’re targeting questions that users are going to see will improve your ROI. If you find questions you like but aren’t ready to target right now, you can go back to the ellipsis menu and choose to follow the question privately.
Every Quora user will have an area of the profile where they can view all of the questions they followed. You can use this to save relevant but low volume questions so that you can check back later to see if the volume has increased. You can use it to proactively look for questions related to an upcoming product release and save them for reference so you have a list of questions to target when it comes time to launch your ad campaigns. And, you can also privately follow questions about your competitors to find out what users are asking and answering about them.
Alternatively, you can research topics to target if you have a bigger budget or you find that question targeting does not have the reach you looking for.
With this approach, advertisers can target the entire set of questions rather than searching for questions one by one. The easiest way to search for many topics at once is to start by creating an ad campaign. You don’t have to spend any money yet to do this research. Instead, you’ll start the process of setting up a campaign and researching your targeting options. You won’t spend depending on the platform yet.
Click on “New Campaign”. Add a campaign name and budget before you continue. Use the default settings for everything else.
Choose your topics at the ad set level. Under contextual targeting, like topics as the targeting type. Then in the targeted topics box on the right, type in keywords to search for related topics. Quora will then suggest topics related to your search term. You can choose any or all of the topics Quora suggests.
Setup the Quora Ad Campaign
After you have finished your question and topic targeting research, you’re ready to set up your ad campaign. And your ads dashboard, click “Create Campaign.” Name your campaign and select your campaign objectives. Currently, you can choose from Conversions, App Installs, traffic, and Awareness. From there, set your campaign budget and schedule. So it continued when you’re finished.
Move on to the ad set level. Name each asset and select your primary targeting. enter the geographic area you wish to target if there is a specific location. You can also refine your targeting options by device types, mobile platforms, and desktop browsers.
From there, you will type in an ad name and choose your ad format – image, text, or promote an answer.
Once finished, add your payment method and start running the campaign.
In the PPC world, finding new channels to test can be difficult to navigate. A lot of the time, businesses believe they must max out on Google and Facebook before branching out to other channels. But, being open to testing other channels is important.
Use the recommendations here to find out if your target audience is on Quora. It’s free to do the research, so there’s really no reason not to give it a try.