This post is part of our series The PPC Pro’s Ultimate Guides to Retargeting.
When Quora launched their ad platform last year, I was excited to dive in and give it a shot. This platform has lots of potential for many reasons, and now that they’ve also rolled out Retargeting capabilities there’s even more reason to test out this platform.
Getting Started with Quora Retargeting
Before you can launch a Retargeting campaign you’ll need to ensure conversion tracking is in place for your account. There are a couple ways to do so.
Quora began offering an integration with Segment last year; if you’re interested in this route here are instructions for setting up the integration. Additionally, if you’re running Mobile App Install campaigns Quora integrates with Tune, Kochava, AppsFlyer, and Adjust.
If you’re not interested in these options, you can also install the Conversion pixel on your site. Once you log in to Ads Manager, just click on Quora Pixel in the top navigation bar:
Then choose the Setup Pixel button on the far right-hand side and a box will pop up with your code and instructions for placement:
After you set up the pixel you’ll want to confirm that it’s Active and firing properly, which you can also do from the Quora Pixel tab.
Setting Up Quora Audiences
Once you’ve confirmed conversion tracking is working, you can set up Retargeting audiences. To do so, just click on the Audiences tab in the top navigation bar:
From there, choose the Create Audience button in the right-hand corner:
You’ll have the option to then create standard Retargeting audiences, Lookalike audiences or List Match audiences:
Standard Retargeting Audience Options
If you choose the Website Traffic option, you’ll be prompted to name your audience, write a description for it, choose what type of site visitors you want to target and how long you want users to stay in the audience:
If you choose the drop-down next to Website Traffic you’ll see the following options: All visitors to my website, Visitors to specific pages of my website, Visitors to specific but not all pages of my website and Custom:
For the first option, just add a name and description and you’re all set. If you want to target visitors to specific pages of your site, just choose the second option and you’ll then be able to specify URL Equals, Contains or Does Not Contain:
You can also Retarget visitors to some pages but not all via the third option:
Or, if you have multiple URLs or page categories you want to include and/or exclude you can do so via the fourth Custom option:
Once you create an audience you do have the options to Delete or Edit via the buttons on the right-hand side of the Audiences tab:
Once you’ve created an audience, you can create a Lookalike audience based off of it if the Source audience has at least 3,000 users. If you have recently created your Source audience it will take the platform some time to process the size, so you won’t be able to create your Lookalikes immediately.
Quora allows up to 25 Lookalike audiences to be created. To create a Lookalike audience, just select the Create Audience button on the Audiences tab and choose Lookalike:
From there, you’ll name your Lookalike audience, add an optional description, select your Source audience and the Target Size:
In terms of the Target Size percentages, these are similar to Facebook. According to Quora: ‘A smaller number will result in a lookalike audience with fewer people in it but who are more similar to the source audience and may perform better. A larger number will result in a larger lookalike audience for more reach.’
List Match Audiences
Earlier this week, Quora rolled out List Match audiences as well. To create this audience just upload a list of customer email addresses and Quora will create the new audience. According to the help article, it works like this:
‘Your list is hashed locally on your browser to ensure privacy and then sent to Quora. The list is then matched against hashed data from the Quora audience to create a new audience you can target or exclude with your Quora Ads.’
To create a List Match audience, simply choose the List Match audience option:
Once you click Continue you’ll be taken to the following page to fill in a Name, optional description and upload your file of email addresses:
Then just choose ‘Create Audience.’ If your list has at least 3,000 users you can take this a step further and create a lookalike audience off of your List Match audience.
Leveraging Audiences in Ad Sets
To utilize your audiences, simply choose to Create an Ad Set in Ads Manager and you’ll be lead to the targeting options where you can add your audience(s):
Just select the Audience Targeting box, then choose your audience from the drop-down:
You’ll notice that you can also Create an audience from this page by choosing the button next to the Audience drop down; if you select, it will simply lead you to the Audiences tab.
Excluding Audiences from Ad Sets
Not only can you target audiences in your ad sets, you can also exclude them. To exclude an audience, follow the same process you would to add an audience; either edit an existing ad set or create a new one and you’ll find the audience exclusion option on the targeting page.
Under the Primary Targeting section, in the above screenshots, is a Secondary Targeting section which houses audience exclusions. Simply click the ‘Exclude locations, questions or audiences’ link:
Once you do, you’ll see the field to select your audience to exclude:
After you choose the audience you want to exclude click Continue to save.
Ultimately, retargeting can be a great way to help encourage users to convert or re-engage with your brand. Even though channels like Quora tend to have a smaller user base it’s always smart to diversify your advertising portfolio and not keep all your eggs in one or two baskets. If you’ve been hesitant to try Quora campaigns, Retargeting, Lookalike and List Match audiences can be a really targeted first test strategy.
What tips do you have for making the most of Quora Retargeting? We’d love to hear your thoughts in the comments.
Don’t forget to check out the rest of the posts in our Retargeting Series!