Success Story
Network Solutions
Attracting new customers through a full-funnel advertising strategy on Quora
Lower CPCs
than other advertising channels
Quora Internal Data
Effective CPAs
in line with similar channels
Quora Internal Data
About Network Solutions
Network Solutions offers everything businesses need to get online quickly. From a domain and website development to hosting, security, online advertising, and more.
Solutions
Industry
Location
Their Goal
Brand awareness & acquisition
With Quora, the Network Solutions team sought to expand their advertising reach, increase brand awareness, and acquire new customers.
My team has all this content, and we want to be able to get that out in as many ways possible. People go to Quora to ask their questions and get them answered. We have talented, internal team members with expertise, so we thought we can pair their expertise with these questions. Repackaging and repurposing it to answer those questions seemed like a really nice fit for us.
Nicole Cassis
Vice President of Communications
Web.com Group
Their Solution
A full-funnel formula for success
The Network Solutions team was immediately drawn to Quora’s targeting capabilities. After seeing success with their lower-funnel initiatives, they expanded their strategy by adopting Promoted Answers. This full-funnel approach gives Network Solutions’s Communications and Acquisition teams ample opportunities to build brand awareness and drive first-click conversions.
Click on the image to enlarge
Their Creative
Synergy between content & direct promotions
Network Solutions’s Promoted Answers focus on education, while their direct ads highlight specials and offers. The synergy between both ad types effectively pushes potential customers down Network Solution’s funnel.
Their Advice
Experiment & utilize existing resources
Nikki Jackson, Web.com Group’s Sr. Director of Acquisition, advises others not to be afraid of new advertising techniques. “Something you were doing a year ago may not be working for you currently. Look for new opportunities to advertise and reach new customers, continuously optimize, and try new things to improve your performance.”
When it comes to answering questions, Nicole Cassis, Vice President of Communications at Web.com Group, encourages businesses to review their existing content to see where it can be used on Quora.
Their Results
Results at an efficient cost
Network Solution’s CPCs and CPAs are inline with other similar channels. In comparison to other advertising channels, Nikki categorizes Quora’s CPCs as “low” and competitive.
The Quora Ads team is super helpful and open to feedback or any ideas that we think would help our campaigns. We didn't know anything about the Quora Ads platform when we started. All of us were new to it and Quora provided really strong training. The specialists have been helping us with all the new ad types and getting onboard with everything, so working with Quora has been really positive for us.
Nikki Jackson
Sr. Director of Acquisition
Web.com Group
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