Quora is a question and answer platform where people go to research a decision: which software to buy, how to invest, which course to take, how to fix a problem. Quora Ads places your message on the questions and answers that match that intent, so you reach people while they are still comparing options.
Because users arrive with a specific question, Quora works well for products that need explaining. B2B software, finance, education, health and consumer technology are the categories that tend to perform best.
Who it reaches
Quora's audience is international and skews toward educated, high-intent readers who spend time on long-form answers. The largest audiences are in the United States and India, with strong reach across other English-speaking markets and Europe. Many readers are professionals researching work decisions, which makes the platform a useful complement to search for B2B campaigns.
Ad formats
- Image ads with a headline and a call to action, placed in the feed and next to answers
- Text ads, a lightweight format for direct response
- Video ads for awareness and product demos
- Promoted answers, which lift an existing answer from your brand to more readers
- Lead gen forms, which collect a contact without sending the user off Quora
Targeting
Quora Ads offers three families of targeting. Contextual targeting places ads on chosen topics, questions or keywords, the closest match to search intent. Audience targeting covers interests, behaviour, website retargeting through the Quora Pixel, contact list matching and lookalike audiences. Broad targeting lets the platform optimise delivery across its network. Location, device, platform and language filters apply on top of each.
Why run it through Zmatic
An agency account from Zmatic comes ready to run, with dedicated infrastructure, free replacements and a 30-day refund guarantee on the unspent budget. You pay a flat commission on what you spend, and each plan has a minimum monthly spend. See the plans below or compare every platform on the pricing page.