February 13, 2019

Everything You Need to Know About Quora Ads Targeting Options

Everything You Need to Know About Quora Ads Targeting Options

Quora has come a long way with their targeting options within the few short years the platform as been out. Advertisers now have six, main targeting options to use for our PPC campaigns within the channel.

Targeting is selected at the ad set level within the platform. So hopefully this post gives you an idea of the options you have to better help you plan out your next campaign build in Quora. Let’s begin.

quora ads targeting options

Question Targeting

This one is fairly straight forward. Quora is mainly a question and answer site. So it only makes sense advertisers have the ability to target by specific questions. What you may not know is that question targeting works in two different ways. You can target users who are actively reading a question. Or you can target users who read a question at some point in the past 30 days.

quora ads question targeting

The Question Date Range option you see above only applies to users who previously read a certain question. While 30 days is the maximum limit, you can select any day increment under 30 days. Consider creating two different ad sets for this type of targeting because you may find the user intent is different between the two options.

Topic Targeting

Questions in Quora are grouped into Topics. If you don’t see enough volume with the questions targeting option, you may want to look at choosing topics. This way you can still be relevant to a certain category, but also focus on expanding your reach a little bit. Here’s an example of topics I may want to target if I want to try and reach anyone who teaches music.

quora ads topic targeting

I searched for “music teacher” topics. Added a few I thought were relevant. Then Quora started to recommend other topics that may fit.

If you’re not sure on any of the suggested topics (or any topics), just visit the topic page yourself. You’ll get an understanding of how many people follow the topic as well as what questions are typically associated with your chosen topics.

Interest Targeting

Interest targeting is similar to topic targeting, but there is one major difference.

Topic targeting gets in front of users when they are actually on a topic page or question. Interest targeting connects with users who have shown historical engagement in the past such as read a question, upvoted a certain question in a topic, etc. These users may not as “buy ready” as topic targeting, but they still could be a relevant audience based on their previous engagements. You can add topics or research topics to use as interest targets exactly how we did it in the topic targeting example above.

Audience Targeting

Advertisers can now create three different audiences in the Quora platform.

  1. We can remarket to users who have visited your website or certain page or the website.
  2. We can take email lists we’ve legally collected and upload them to the system and see how many of your current users are on Quora.
  3. Then just like Google and Facebook, we can create lookalike audiences based on previously created audiences we made in Quora.

Before you consider lookalikes, your base audience must have at least 3,000 users before a lookalike can be created.

quora ads audience targeting

The options with audience targeting can be a lot depending on what resources you have. Segment out your email lists as much as you can (depending on volume) to better speak to your users. Create a variety of audiences from site visits in different cookie pool durations to speak to users differently in the funnel. And of course, we have lookalike audiences to focus on expanding reach when we’re not seeing growth from current targeting options.

Keyword Targeting

This option is brand new! Just announced in late January, keyword targeting allows your ad to appear on questions that contain the specific keywords you are targeting. Right now there are only broad and phrase match types advertisers can use. Unlike the main search engines, phrase match actually sticks to actual work order to make your targeting more specific than some other channels.

quora ads keyword targeting

And in case you didn’t notice in the image above, there are keyword exclusions. Think of these as negative keywords. You can block out certain words or phrases you feel would not be relevant to your audience or campaign goals to better hone in on what would probably work the best.

Broad Targeting

Oh yes, even Quora has a machine learning option.

Broad targeting is perfect for those who feel they have maximized all other targeting opportunities or are looking to greatly expand their reach. With broad targeting, you need to be more patient. It takes a little time for Quora to understand how users are engaging with your ads. Plus the system will then try and find more users who perform similar behaviors. Quora recommends pairing broad targeting with conversion optimized campaigns to better help Quora match your ads to users who are more likely to convert.


Quora has a lot of unique ways you can reach your users. Before you launch a campaign, do your research and figure out which targeting options are the best for your campaign objectives. Some targeting options are straight forward while others require some additional digging. You might be surprised by which options work best for you.

If you aren’t sure how to put Quora to work for you, check these posts and podcasts:

Which of these targeting options are your favorite? We’d love to hear all of your tips, tricks and favorites in the comments below!

Everything You Need to Know About Quora Ads Targeting Options Everything You Need to Know About Quora Ads Targeting Options Everything You Need to Know About Quora Ads Targeting Options

Powered by WPeMatico

Get Free Site Analysis
Featured Services

What our customers say…

Click On Solutions
Reviewed from Google

5 out of 5 stars

Robert F. Martin
Robert F. Martin

5 out of 5 stars

posted 4 weeks ago

The guys at this company are stand up gentlemen. Their character has shown they are true to their words and will work with the skills they have to make the most out of your web development needs. They have been able to establish a brand worth working alongside. They have made great impressions on the internet, and will help your search engine optimization through their continued presence on the web. Their graphic skills and knowledge of back-end processes in different software give your company the knowledge needed to reach the audience you are seeking.

aleex dokem
aleex dokem

5 out of 5 stars

posted 2 months ago

They did a great job with my husbands' new site for his business; everything looks super clean, and it's a website that will last years vs. one that will end up looking outdated 18 months from now. The responsiveness of the site and the way that it flows looks awesome, and it's truly a great first impression for anyone coming to learn more about the business. Definitely recommend working

Antonia Montay
Antonia Montay

5 out of 5 stars

posted 2 months ago

Amazing work from these web and marketing geniuses! they built an incredible website and a powerful marketing campaign that took our business to the next level. Strongly recommend...they are driven and helpful!

AB Aaron
AB Aaron

5 out of 5 stars

posted 2 months ago

Because nothing seems too difficult for them to handle, and they do so with patience, an intrinsic understanding of how to make whatever work as well as it can, and with expedience!They bring expert creativity to their projects and can offer a myriad of suggestions to help us look the best we can, and to help our site functionality!

Benedict Robinson
Benedict Robinson

5 out of 5 stars

posted 1 week ago

They are experts!!! Very easy to deal with and we will continue to use them!Thanks guys!