7 Quora ads mistakes and how to avoid them

By JD Prater

Quora has made a big push to pique the interest of advertisers. While they’re better known as the network for asking questions and connecting with people who contribute unique insights and quality answers, they’re now shifting to monetize the network with their global release of Quora Ads.

In January, my employer, AdStage, was lucky enough to get beta access and take the ads platform for a spin. So far, we’ve been extremely impressed with their rollout, ad platform interface and support. Plus we’ve seen great results, with 93 percent of traffic coming from new users, low CPCs (costs per click) (below $0.50), and fantastic CPAs (costs per acquisition).

However, these results only came after we made a lot of mistakes.

Therefore, in an effort to help you streamline your campaign performance, here are the top seven Quora Ads mistakes we made and how to avoid them.

Mistake #1: Incorrect/unusual use of capitalization and abbreviations

If you’ve written text ads, then you won’t have any difficulty creating Quora text ads. It’s similar to writing text ads on other networks, but with slightly different character counts and guidelines.

Quora’s ad policies are different from AdWords’ or Bing’s. They have high standards for their ads and expect them to be as high-quality as the content they appear alongside. That said, all ads must adhere to Quora Ads content policies and guidelines and should be clear, well-formatted and free from grammatical, capitalization and punctuation errors.

Our ad copy frequently contained unnecessary capitalization, specifically in the Headline Sentence, because we were trying to employ some AdWords tactics. Thankfully, they’ll send you a nice email explaining exactly why your ad violated their ad policies and what needs to be fixed.

Quora email notice

How to avoid this mistake

The Headline Sentence fields should be composed of a full sentence, complete with a punctuation mark. Using a full sentence is very different from what we’re accustomed to with 30-character headlines in AdWords and Bing.

  • Headline Sentence: Maximum of 65 characters
  • Not permitted: Looking for machine learning experts — learn more today.
  • Acceptable: We are looking for machine learning experts. Learn more today.

Title case — where the first letter of every word is capitalized — should not be used unnecessarily. Actual titles (such as articles, books and movies), which justify the use of title case, are acceptable.

  • Not permitted: Learn More About Our Services By Signing Up Today.
  • Acceptable: Learn more about our services by signing up today.
  • Acceptable: Buy Harry Potter and the Sorcerer’s Stone today.

Mistake #2: Not importing existing ad sets and ads

It’s obvious Quora took a page from Facebook when building out their campaign structure. It’s nearly identical to Facebook’s, with objectives living at the campaign level and targeting/bidding at the ad set level.

When we started building our campaign structure, we were manually creating individual ad sets with three to five ads in every ad set. This process was a huge time suck, until we discovered the import button.

How to avoid this mistake

Next to the “create a new ad …read more

Read more here:: marketingland.com

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