When you select a bidding method for your ad set, you may notice the option to "Optimize for 'X' conversions." This is referred to as "conversion optimized bidding".
Conversion optimization bidding enables Quora's ad system to show ads to people who are most likely to convert after clicking your ad. For example, if you want app installs and you choose to "Optimize for App Install conversions", we will show ads to people who are most likely to install your app.
When you choose to optimize for conversions, you will define a target cost per action (CPA) that the system uses as input for your bids. You will be charged on a per impression basis, and actual costs per action may differ from your target CPA.
In order to use conversion optimized bidding, you need to install Quora's pixel to define and track events on your site. If you want to optimize for app installs, you must use a mobile measurement partner integrated with Quora. Once the Quora Pixel or mobile tracking is setup, you will need to do the following:
- Set your campaign objective to "Conversions" or "App Installs" on the Edit Campaign page.
- If you selected "Conversions", identify the Standard Event or Custom Event you want to optimize towards. Standard Events must have a corresponding pixel installed on your website.
- Confirm the ad set using conversion optimized bidding has at least 20+ conversions per week. Ad sets below this threshold will see little to no delivery.
Conversion optimized bidding targets specific users, so you will experience a decline in traffic and impressions after switching to this bidding method.