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Quora advertisers can now retarget users who looked at specific questions

Question Retargeting campaigns run across the Quora platform.

Robin Kurzer on January 8, 2019 at 5:03 pm

Quora advertisers can now retarget users that have visited specific question pages, the question-and-answer platform announced Tuesday.

Why you should care

Quora Product Manager Elynn Lee said that user questions can “provide a valuable signal on intent.”

“For example, if a Quora user is reading questions about how to buy the best marketing automation software, it’s highly likely they are in the market to buy marketing automation software,” Lee said.

To get started, select “Question Targeting” as your targeting type in Quora Ads Manager. Then, choose “Show ads to users who previously read about a question” as the targeting subtype.

The Question Date Range option lets you specify the time frame in which users visited specified question pages, such as in the last 30 days, depending on what makes sense for your campaign. Then add the questions you want to target. You can also target users who’ve visited specific Quora Sessions by adding the URLs.

Question Targeting is a new option available in Quora Ads Manager. Image: Quora

The ads are eligible to run across Quora.

Quora has been steadily rolling out enhancements to its ad platform since its 2017 launch, positioning itself to compete against larger ad platforms that have more functionality.

More about the news

Lee said that Question Retargeting pairs well with Quora’s Sessions and Promoted Answers products. “As an example, you could promote an answer and/or host a Session,” Lee said of Quora’s answer to Reddit’s Ask Me Anything feature. “If the answers you write are about your product, service, or industry, people reading those answers are signaling interest, so you can retarget that audience with Question Retargeting.”
Question Retargeting can reach users within the specified timeframe who visited targeted question pages, expanded an answer to the question or visited a Session page on which the question was answered.
It’s best practice to be sure your ad copy is relevant to the questions you’re targeting. Quora says it has found that ad copy that provides an answer to the question can significantly increase click-through rates.

About The Author

Robin Kurzer

Robin Kurzer started her career as a daily newspaper reporter in Milford, Connecticut. She then made her mark on the advertising and marketing world in Chicago at agencies such as Tribal DDB and Razorfish, creating award-winning work for many major brands. For the past seven years, she’s worked as a freelance writer and communications professional across a variety of business sectors.