Starting a new ad platform can be daunting. To help ensure the success of your campaigns, it is important to have an organized campaign structure that fully utilizes available features.
Quora’s campaign structure consists of three parts: Campaigns, Ad Sets, and Ads. To help improve your Quora Ads performance, here are a few best practices for setting up your campaign structure.
Campaigns
At the Campaign level, you’ll determine the campaign objective and budget.
The campaign objective indicates what your ad campaign aims to drive – Conversions, App installs, Traffic, Awareness, or Lead Generation. The Campaign budget dictates the maximum amount a campaign will spend on a daily or lifetime basis.
Campaign Best Practices
- Define a naming convention for your campaign (ex: “Category – Targeting Type – Geography”)
- Budgets are defined at the campaign level, so organize your campaigns based on how you’re allocating your budget.
- Set a daily budget rather than a lifetime budget. This prevents your campaign from shutting off unexpectedly and ensures spend is evenly spaced.
- If you are consistently hitting the daily budget, consider increasing it to grow opportunities for impressions, clicks, and conversions.
- If you are not hitting the daily budget, look for opportunities to optimize such as increasing topics being targeted and increasing bids.
- Create separate campaigns for different product lines, targeting types, initiatives, etc.
- Install the Quora Pixel to unlock features such as multiple conversion tracking, retargeting, and lookalike targeting.
- Separate out campaigns for better analysis of performance (ex: targeting types, conversion events, separate budgets, etc.).
- Set up email reporting to get either daily or weekly reports for your account, campaigns, ad sets, or ads.
- Create interest parity for best-performing topic campaigns.
- Replicate best-performing campaigns for other geographies, additional platforms, etc.
Ad Sets
The Ad Set level is where you determine your targeting parameters and bid. With Quora Ads, you can target users via Contextual, Audience, Behavioral, or Broad targeting. It is important to familiarize yourself with these different options so you understand which works best for you.
Ad Set Best Practices
If you previously chose Lead Generation as your Campaign objective, this page is also where you will select a Lead Gen Form to append your ads.
- Separate out ad sets for better analysis of performance (ex: mobile split, location split).
- Avoid overlapping topics between distinct ad sets.
- Add keywords from other platforms to the “Bulk Add” tool. You will receive suggestions on comparable Quora Topics, Interests, or Questions.
- Use the “Duplicate Ad Set” tool to create device and location splits to save time. Use the “Import Ad Set Tool” to switch Contextual Targeting to Behavioral Targeting, or vice versa.
- When it comes to bidding, bid your true value to help you win auctions and get the best ROI. Lowering your bid will simply reduce your access to certain ad placements.
Ads
The Ad level is where you determine the composition of your actual ads. You can create ads from scratch or copy an existing ad using the “Use existing ad copy” button.
If you previously chose Lead Generation as your Campaign objective, this page is also where you will select a Lead Gen Form to append your ads.
Depending on the ad format you select, you will need the following details for your ads:
- Business Name (40 characters)
- Headline (65 characters)
- Body Text (105 characters)
- Call to Action (16 options available)
- Landing Page URL
- Logo (500 x 500 pixels)
- Hero Image (16:9, 600 x 335 pixels)
- Answer URL (Promoted Answers)
- Lead Gen Form (Created on the “Lead Gen” tab)
Ads Best Practices
- Have 2-4 ads per ad set. Delivery will be optimized towards the best performing ads.
- Test multiple versions of your ad creative to test messaging, CTAs, or landing pages while using unique UTM parameters.
- Test between Text, Image, Promoted Answer, and Lead Gen Form ad units to find the ones that work best for you.
- Question pages on Quora may revert Image Ads to Text Ads for optimization purposes. Review your Image Ads to ensure their messages make sense without an image.
- Promoted Answers tend to have higher average CTRs than Text and Image Ads. Test them in a separate campaign to allow for a fair test.
- Try phrasing your headline as a question instead of a statement.
- Ensure that there is a strong cohesion between the ad and the landing page.
- Follow the ad guidelines to make sure your ads aren’t getting rejected (check out our blog post on common Quora Ads rejection reasons).
This blog post is a chapter from our Marketing on Quora Playbook. Read on to the next chapter, Quora Ads Targeting Tips.
