Quora's Ad Platform, Living Under The Radar To Thrive In Its Own Ways


Quora, is a question-and-answer network that can be the place to get answers to just about any questions on any imaginable topics.

When it announced earlier in 2017 that its advertisement platform was coming out of beta, it started opening its self-serve ads platform to advertisers globally. At that time, more than 300 advertisers were already into the platform. From Shopify, Hubspot, Thinkific, Udacity and Hired, they were among the firsts that have been running campaigns there.

At the moment of release, Quora's ads can be targeted globally but are only supported in English, and only offers two native ad formats: text and app install ad. They can include 65-character headline, a 105-character description and a call-to-action button

Ads on Quora are sold on a CPC basis in a real-time auction, and campaigns can be targeted by topics, location and also users' devices.

Quora's text ad format should be familiar to those advertisers who have used AdWords or Facebook Ad Manager. Conversion tracking uses conversion pixel. But for app install ads, Quora partnered with several third-party providers, such as Adjust, AppsFlyer, Kochava and Tune.


The company said that its advertisements' attributions and targeting capabilities are the key areas of focus as it continues to invest in ads platform. Quality is also a concern since Quora combines automated and manual review of proposed ads. Ads need to be approved before they can run on the platform. And for convenience, users have the option to flag ads they dislike.

For advertisers, having their ads on Quora was seen as an easy bet to make. The reason is because advertisers were always looking for places to reach more people with lower CPCs, especially against Google and Facebook which are already dominating the largest marketshare.

Having able to target certain users, ads on Quora are said to provide a good amount of organic traffic for some advertisers.


Quora is like a service that lives under the radar. People go to Quora to ask questions, or to search questions others have already asked, and get answers from experts and those with knowledge and experience. Businesses have been engaging organically on Quora for years, answering questions related to their products, services and areas of expertise.

And when when the time fits, Quora announced its self-served ad platform to the public just about a month after it reached the unicorn status by raising $85 million at a valuation of $1.8 billion.

Quora living its life unlike most other social media networks or Q&A websites, has been comfortable with its slow growth. But finally it sees the opportunity to get some more revenue out of those users by doubling its ads team, which includes Facebook ad alumn.