Q&A forum Quora has taken the wraps off a native ad unit Tuesday called ‘Promoted Answers. The latter offers marketers the opportunity to promote organic Content posted on the site by themselves or others. Promoted Answers ad can be targeted in all the same ways as other units on the platform.
Here’s the announcement in a blog post by Quora:
Questions and answers are at the heart of Quora’s mission to share and grow the world’s knowledge. We are especially thankful to all the writers who put in the time and effort to share knowledge on Quora in a thoughtful way.
Businesses and individuals often want to reach a larger audience on the platform for their answers. To help with this, we are excited to launch Promoted Answers. Promoted Answers allow anyone with a Quora Ads account to extend the reach of their answers on Quora. Promoted Answers have all the same targeting options that are available for other ad formats on Quora. When a user clicks on the Promoted Answer ad unit, they can read the full answer.
Many businesses are already acquiring customers organically through their answers on Quora, and with Promoted Answers they can reach a wider audience. The format provides a flexible canvas to share detailed information about your product or service that goes beyond the characters allowed in normal ad copy and helps to facilitate engagement through upvotes, comments, and follows. If Quora users are already discussing your business, Promoted Answers are a great way to join the conversation surrounding your brand.
To promote an answer, first ensure you have a Quora Ads account by creating one at quora.com/business. Next, identify an answer you would like to promote. Then, login to your Ads Manager and create a campaign. After you’ve created your ad campaign and selected your targeting, you’ll be asked to choose the ad creative. Click the “Promote an Answer” format option in the Ads Manager to use the answer as your ad creative. Adjust the business name as needed and include a link to the answer. After you create the Promoted Answer ad, it will be reviewed by our team and approved before going live.
Here are some tips for choosing answers to promote:
- Choose high quality answers that adhere to our content policy guidelines. We will be treating answers like they are “landing pages” of an ad for review.
- A good answer is helpful to anyone who wants to know the answer to the question. Learn more about how to write a good answer on Quora.
- While you can promote an answer written by anyone on Quora as long as it meets our policy guidelines, examples of answers a business might want to promote are thought leadership pieces by a company founder or answers about positive employee experiences.
Advertisers are already seeing success with the new format. Quora advertiser DuckDuckGo’s promoted answers were viewed over 200x more than their non-promoted content, resulting in millions of views on their answers.
