Emerge as a thought leader through authentic Promoted Answers
than average high-intent audience
compared to other ad platforms
Emerge as a solution through thought leadership
The Pettable team knew many people were already on Quora researching specific ESA inquiries, and they wanted to be involved in those conversations. The steps involved in the ESA letter process can be confusing, so Pettable saw an opportunity to emerge as a trusted thought leader by providing answers and helpful information.
A dual approach for conversions and awareness
Pettable began by targeting Promoted Answers at very specific ESA letter Topics and Keywords, and saw strong conversions right away at a good CPA. Because the campaign was aimed at a smaller niche audience, the team decided to layer in remarketing campaigns to scale and generate awareness among people engaged with broader topics around pet interests, mental health, insurance, and moving.
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Educational content from industry thought leaders
The team leveraged Promoted Answers to respond to some of the most popular ESA questions related to different steps in the process. More recently, they’ve seen success at scale by using authentic answers written by a therapist in the Pettable network. Finally, the team retargeted web visitors with Quora Video Ads to continue building brand awareness among people conducting research about the process.
Know your audience
Before launching any campaigns, Pettable identified key questions their customers were asking at different points of their journey. This allowed the team to tailor answers specifically depending on if someone was still conducting research or ready to book an appointment. Oftentimes, many of these questions were already answered by their own FAQ page and could be repurposed into Quora answers.
Reaching high-intent buyers at the right moment
The Pettable team knew that they could earn traffic and brand awareness at scale on Quora—but what pleasantly surprised them was how well their ads converted new customers. Because the lower funnel campaigns targeted niche ESA interests and keywords, Pettable was able to get in front of people who were often in the final step of the buying process. They’ve been able to grow their purchases by 65% QoQ while still keeping their goal CPA.
Success comes in all sizes
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