Audience Targeting

On Quora Ads, you have the ability to create audiences in three different ways: Website Traffic Audiences, List Match Audiences, and Lookalike Audiences.

Where will my ads appear?

Ads will appear on users' personal feeds, Topic feeds, and question pages.

For more information about ad placement, please see Where do Quora ads appear?

When do I use Audience Targeting?

1. Website Traffic Audience: Create an audience based on your website traffic to target (or retarget) that group of website users. This is ideal for advertisers who found success with re-marketing campaigns.
2. List Match Audience: Create an audience based off a list of email addresses to tailor campaigns towards a customized audience. This can be used to target e-newsletter subscribers, a lead list, or existing customers. You can also upload a list of current customers to exclude them in your Secondary Targeting.
3. Lookalike Audience: Create an audience based on an existing audience in your Quora Ads Manager. This new lookalike audience could have higher potential of being high-value customers. It can also be used to add scale to your campaigns.

How do I set up Audience Targeting?

Website Traffic Audience

1. Install the Quora Pixel. Website Traffic Audiences cannot be created without the Quora Pixel.
2. Go to Audiences → "Create Audience" → "Website Traffic"
3. Complete the fields provided and select how you want visitors to be added to this audience group. There are five options available:
1. All visitors
2. Visitors to specific pages of my website
3. Visitors to specific but not all pages of my website
4. From a conversion or event
5. Custom
4. Specify a time frame between 0-180 days.
5. Wait up to 24 hours for the audience to calibrate in the Audiences tab.
6. After the audience is loaded, you can target it in an ad set under "Audience Targeting."

List Match Audience

1. Go to Audiences → "Create Audience" → "List Match"
2. Complete the fields provided.
3. Upload a CSV file. No header is necessary, but each row should include a single email address that includes:
1. The email's domain name
2. No spaces or quotations around the email
3. Example: [e-mail]
4. Wait up to 24 hours for the audience to calibrate in the Audiences tab.
5. After the audience is loaded, you can target it in an ad set under "Audience Targeting."

Please note, the recommended minimum audience size is 200. The maximum number of rows per CSV file is 4 million. You may upload private customer data that you’ve already hashed using the SHA256 algorithm. Any customer data that you upload in plain-text will be hashed using the SHA256 algorithm locally in your browser before any customer data is transferred to our servers.

Lookalike Audience

1. Create a Website Traffic or List Match Audience in your Audiences tab.
2. Go to Audiences → "Create Audience" → "Lookalike"
3. Complete the fields provided and select the seed audience you wish to make a Lookalike of.
4. Wait up to 24 hours for the audience to calibrate in the Audiences tab. The size of your Lookalike Audience is calculated when it is targeted in an ad set. It appears as the “Potential Impressions” metric under the ad set's “Summary”.
5. After the audience is loaded, you can target it in an ad set under "Audience Targeting."

Please note, a Website Traffic Audience must have at least 3,000 people to be used for Lookalike Audiences. If your seed audience is a List Match Audience, it must have at least 500 people. 

Each ad account can have up to 50 lookalike audiences at one time. If you hit that limit but wish to create more, you can delete an old lookalike audience you are no longer using.

What are best practices for Audience Targeting?

• Evaluate audience size. If you have a smaller audience, please keep in mind that it may have lower delivery.
• Customize your audience. Advertisers can create audiences based on specific pixel events or exclude existing audiences from their ad sets. For example, you can exclude a list of existing customers through a List Match Audience, or target users that set off an “Add to Cart” pixel.
• Test different percentages for Lookalike Audiences. There isn't a single best number to choose - the optimal outcome will vary depending on your needs. 
  
  Selecting a higher number will give your ads higher potential delivery but potentially lower performance results. In comparison, selecting a lower number will make your ads more precisely targeted but with potentially lower delivery.
  
  We recommend creating Lookalikes at 1%, 5%, and 10%. This allows you test test different ranges of specificity and volume. If you're unsure what to choose, you can start by creating a 5% target similarity and run a test campaign targeting that lookalike audience. If performance is good and you want to try getting more reach, you can then create a new lookalike audience at a higher number for testing. If you want to try getting higher performance, you can do the opposite.