I’ve suggested Quora Ads to all my clients since the platform’s beta testing phase. Some were hesitant, believing another advertising channel wasn’t worth their time. Many assumed their target demographic wasn’t on Quora. However, most of my clients ended up discovering their audience on Quora and achieved successful advertising outcomes. Allow me to demonstrate how you can effortlessly pinpoint your target audience on Quora in three simple steps—regardless of your industry.
Why Discovering Your Audience on Quora is Essential
If you share the same reservations, I’m here to challenge those doubts. Quora already has more users than Pinterest. Disregarding this platform would be a grave mistake for PPC marketers. This assertion stems from my own firsthand experience. My first Quora Ads client, acquired over a year ago, had a $25 CPA on Google. On Quora, we achieved a remarkable $1 CPA. While you might not reach the same massive audience as the leading search engines, if your goal is to connect with a highly focused group actively researching questions related to your products or services, Quora Ads should be an integral part of your strategy.
Step 1: Gauge the Number of Your Existing Site Visitors Already on Quora
For marketers exploring Quora Ads, the initial step is creating a business account. Upon account creation, you’ll obtain your Quora pixel, which you should add to every page on your website. In my experience, Google Tag Manager simplifies the Quora pixel implementation process. After the pixel is integrated into your website or landing pages, you can establish remarketing audiences akin to the one illustrated below.
Allow some time for your audience to populate after creation. You might be surprised by the number of your existing users already active on Quora.
Consider this example from a client who initially believed their users wouldn’t be present on Quora:
Indeed, that’s an estimated 110,000 unique users. So, about your users not being on Quora… Okay, that was a bit cheeky, but it effortlessly disproved their assumption. The best part? You don’t even need to provide credit card information to obtain this data. That’s right, you can register for Quora Ads, acquire the pixel, and configure audiences without spending a dime on advertising. No more excuses!
Step 2: Upload Your Email Lists for List Match Audience Testing
Within the same Audiences section where website traffic audiences are generated, Quora offers advertisers the option to upload their email lists for audience targeting. The remarkable advantage of list match on Quora Ads is that a mere 200 users are sufficient for your campaigns.
It’s crucial to remember that a significant portion of Quora users register with personal email addresses. If your email lists primarily contain company emails, this testing method might not be ideal. Nevertheless, I encourage you to experiment and explore the potential of directly marketing to a highly specific segment of your existing customers, or even better, a valuable collection of leads in your pipeline.
Step 3: Conduct Personal Searches for Industry-Specific Questions and Topics
One of the simplest methods to ascertain your audience’s presence on Quora is to conduct direct searches for relevant topics. I’m not being facetious. Having collaborated with a diverse clientele across numerous industries, I can confidently assert that I can readily locate topics or questions to cater to every single client I’ve had the pleasure of working with. Does your company specialize in South American travel packages? Search for it. Your audience is on Quora.
Involved in CNC machining? Search for it. It’s there.
Aiming to assist individuals seeking guidance on real estate law? Your audience undoubtedly resides on Quora.
Offering an assortment of lawnmowers? You likely guessed it – it’s on Quora too.
Currently, I’m merely showcasing topics. Even if your industry-related topics lack substantial followers, investigate whether any questions exhibit considerable activity. Instead of targeting the broader topic, focus on individual questions. While the volume might be limited, you could become the sole company running ads on these lower-volume questions.
Your Audience Is Likely on Quora
I consistently advocate for my clients to explore Quora Ads. I’m highly confident that you too will find this platform instrumental in engaging with your target audience. Embrace my suggestions, register for Quora Ads, and leverage these three straightforward steps to unlock your audience on Quora.