Quora offers 2 types of keyword matching: Broad match and Phrase match at the ad set level.
Broad match is useful when you'd like to show your ad to a wide audience and don't want to spend too much time choosing keywords. Broad match helps you reach a larger audience by displaying your ad on question pages with close variations of your keywords.
Phrase match allows for more narrow targeting than broad match by displaying your ad only where there is an exact match to your keyword. Since an exact match to the phrase is required, you can reach customers who have expressed a specific intent that matches your business offering.
Exclude allows you to specify negative keywords where you do not want to display your ad. Keep in mind that adding too many exclusions can reduce your reach.
These different matching types help you control for how closely related the question needs to be to your keywords for your ad to be displayed. On Quora Ads, keywords are not case sensitive.
|Match Type||Symbol||Keywords||Questions that match||Questions that do not match||Includes||Excludes|
What makes planning for financial decisions so hard?
What is the best financial advice you've received?
What are the best ways to save money?
How do people get rich?
|Close variations singular and plural form, stemming and accents||Misspellings, acronyms, abbreviations|
|Phrase||"keyword"||"financial planning"||Why is financial planning so hard?||What makes planning for financial decisions so hard?||Exact matches of the phrase, variations of the phrase, additional words before and after the phrase||Additional words in middle of phrase, reordering of words, misspellings, acronyms, abbreviations|