Quora Ads Managed on Curated Question Lists

Quora pays on question targeting or it does not pay at all. On the accounts I have kept running, ad sets pointed at a hand-picked list of questions come in between a third and a fifth of the cost per lead of the same creative on topic targeting, and topic targeting is what the platform's own setup flow steers you into on the first screen. The second thing worth knowing before any money moves: Quora question traffic decays, and questions get merged. When Quora merges a targeted question into another, the ad set stops delivering with no error and no notification. That is why this is a maintained list rather than a build you keep. Where Quora still pays: Considered purchases with a long comparison phase, where people ask in sentences rather than keywords. In recruitment technology that is the question about the best applicant tracking system for a two-hundred-person company. In fitness it is equipment and certification questions. In automotive it is ownership cost and reliability, which a dealer group can answer honestly and most do not. If nobody asks about your category in a sentence, Quora has nothing to sell you and I will tell you that in the first week. The question list: Built by hand, typically between 150 and 600 questions, each checked for view count, answer quality and date of last activity. A question with four answers all written in 2017 is dead inventory whatever its lifetime view count says. Questions where a competitor's employee wrote the top answer are flagged separately, because your ad sits underneath it, and that is sometimes an argument worth having and sometimes one not worth starting. Formats: Text ads with auto-expand off, image ads at 1200 by 628, and promoted answers where there is a real answer worth promoting. Promoted answers only from a named employee account with the affiliation stated in the first line. Quora requires the disclosure, and the audience punishes the alternative faster than the platform does. Lead generation forms where the offer is a document, not where it is a demo request; demo cohorts from Quora forms have been the weakest on every account I have measured. Reporting: Quora Pixel with conversion events defined against your CRM stages rather than thank-you pages. The monthly report gives cost per question cluster, because the cluster is the unit you make a decision about, not the ad set. It also lists which questions died that month and what replaced them, which over a year is the most useful artefact this engagement produces. Not included: Organic Quora presence, Spaces, or anything touching Poe. Answer writing for your executives. Audience and lookalike targeting products, which I have not made pay on a Canadian or French-language account and will not bill you to attempt again. Decline this if: Your intended Quora budget is above roughly forty thousand dollars a quarter. Usable English inventory is finite, the honest ceiling on most business accounts is below the number the buyer arrives with, and past that point the money belongs on Reddit or on search. Decline it as well if the channel has to show a result inside thirty days. The list takes two weeks to build, and delivery needs three to four weeks after that before cluster-level numbers mean anything. Anyone promising a read faster than that is reading noise to you with confidence.