Advertise on Quora: Why Early Adopters Have the Edge

Many digital advertisers might wonder, why would anyone advertise on Quora when the ads are not noticeable nor particularly interesting? However, there are several compelling reasons to consider Quora as a platform for your ad campaigns. The platform offers unique advantages, such as lower cost-per-click (CPC) rates compared to other paid channels, the ability to capture more views than clicks, and the opportunity to diversify your ad portfolio. Let's explore these benefits in more detail.

Lower CPCs than Other Paid Channels

One of the most attractive aspects of Quora for advertisers is the lower CPCs available on the platform. Quora is still relatively new to the world of digital advertising, and as a result, it has not yet reached the saturation point where competition is high. This means that early adopters can benefit from lower CPCs than those on larger social media or display networks. For advertisers in B2B sectors and niche markets where CPCs are driven up by high competition, Quora offers a particularly appealing opportunity.

Low Click-Through Rates (CTR) with CPC Bidding

Admission to Quora's digital advertising platform is not without its challenges, as ad CTRs are lower than on many other platforms. However, this does not necessarily mean the campaign isn't effective. Advertisers pay per click, but because Quora users are often engaged and willing to read ad content, the number of impressions is much higher than the number of clicks. This allows advertisers to increase brand awareness and maintain a presence in users' minds even without high immediate engagement.

Diversification of Paid Channel Portfolio

A diverse portfolio of digital media is often one of the most successful strategies for any digital marketing campaign. Starting with paid search, then expanding to display, paid social, and video can provide a robust mix of channels. Adding Quora to this mix can help mitigate risks associated with performance dips in a single channel. Quora's flexibility in terms of ad spend thresholds makes it a relatively low-risk addition, allowing advertisers to capture the incremental value it can add to their overall strategy.

Continuing Innovation on Quora

Despite only being out of beta for about a year and a half, Quora has already made significant strides in its ad platform. Some of the innovations include:

Pixel for conversion tracking and remarketing Website remarketing list match and lookalike audiences Question and Interest targeting Multi-event conversion tracking and attribution Option to add images to text ads API beta and QuickStart program to help new advertisers Conversion-optimization target CPA bidding Auction Insights Promoted Answers and CPM bidding

These advancements demonstrate Quora's commitment to evolving its platform to meet the needs of advertisers. As the platform continues to innovate, early adopters can take full advantage of these features, staying ahead of the competition.

Conclusion

While Quora's ads might not be as noticeable or engaging as those on other platforms, the unique advantages it offers make it a valuable addition to any digital marketing strategy. Lower CPCs, the ability to capture more views than clicks, and the opportunity to diversify your ad portfolio are just a few reasons why advertisers should consider Quora. Additionally, the platform's ongoing innovation and flexibility make it a promising choice for early adopters looking to stay ahead of competitors.