How can you optimize mobile advertising campaigns on Quora?

1 Choose the right objectives and formats

Quora offers different types of ads for different goals, such as awareness, consideration, or conversion. You can choose from text, image, or video ads, as well as promoted answers, which are organic posts that you can boost to reach more users. Depending on your objective, you should select the format that best showcases your value proposition and matches the user intent. For example, if you want to drive traffic to your mobile app, you can use image or video ads with a clear call to action and a direct link to the app store. If you want to build trust and authority, you can use promoted answers to share your expertise and insights on relevant topics.

2 Segment and target your audience

Quora allows you to target your ads based on various criteria, such as topics, keywords, questions, interests, demographics, location, device, and more. You can also create custom audiences based on your website visitors, email lists, or app users. To optimize your mobile advertising campaigns on Quora, you should segment and target your audience according to their pain points, needs, and preferences. You should also test and refine your targeting options to find the most responsive and profitable segments. For example, you can use question targeting to show your ads to users who are asking specific questions related to your product or service. You can also use device targeting to tailor your ads to the mobile user experience and optimize your landing pages for mobile devices.

3 Write compelling and relevant ad copy

The quality and relevance of your ad copy can make or break your mobile advertising campaigns on Quora. You need to write compelling and engaging headlines and descriptions that capture the attention and interest of your audience. You also need to match your ad copy to the context and tone of the platform, which is usually informative and conversational. You should avoid using generic or spammy language, and instead focus on providing value and solving problems. You should also include a clear and strong call to action that tells your audience what you want them to do next. For example, you can use a question headline to spark curiosity and a benefit-driven description to highlight your unique selling proposition. You can also use a verb or an urgency word to encourage action, such as "Download now", "Learn more", or "Claim your offer".

4 Monitor and optimize your performance

To optimize your mobile advertising campaigns on Quora, you need to track and measure your performance and results. You can use the Quora Ads Manager to access various metrics and reports, such as impressions, clicks, conversions, cost per click, cost per conversion, and more. You can also use third-party tools, such as Google Analytics, to get more insights into your traffic and behavior. You should monitor and analyze your data regularly and identify what is working and what is not. You should also test and experiment with different variables, such as objectives, formats, targeting, copy, images, videos, and more. You should compare and contrast your results and optimize your campaigns accordingly. For example, you can pause or delete underperforming ads, increase or decrease your bids, adjust your budget allocation, or create new variations of your ads.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?