On Quora, advertisers have four methods of bidding for their ads: cost per click (CPC), cost per thousand impressions (CPM), Conversion Optimized bidding, and Auto-bidding. Bid methods are chosen on the Edit Ad Set pages.
If you are unsure about your bid, we provide a suggested bid for your ad set. The suggestion incorporates an understanding of your targeting as well as the competitiveness of the marketplace. Suggestions are forecasts so they are subject to change at any time.
Suggested bids will not be provided for Broad Targeting, Audience Targeting, or Conversion Optimized bidding. We recommend bidding your true value of a click for these ad sets. In general, the higher you bid, the more likely you are to receive impressions and clicks. For additional bidding best practices, please refer to Choosing Your Bid.
Most advertisers choose CPC bidding, particularly for conversion based goals. You will only be charged when a user clicks on your ad. When a click occurs, you get charged an amount up to, but never exceeding, your CPC bid. The amount charged will vary based on the bids of advertisers participating in the auction.
The minimum CPC bid you can submit is equivalent to $0.01 USD. However, please be aware that most CPC bids are higher than this number, so ads may receive little to no delivery unless a bid is within the suggested range.
CPM bidding can be useful to advertisers who want to build brand awareness on Quora. You might consider using CPM bidding for branding campaigns that drive awareness of a new product, upcoming webinars, or conferences. Layered with our targeting features, you can reach a relevant, high-value audience and get your message out to many people reading about or interested in different topics on Quora.
With CPM bidding, you are charged on a per impression basis, regardless of how many clicks you receive. Your CPM bid reflects the maximum amount you are willing to pay to generate 1,000 ad impressions on Quora. The actual price you will pay will depend on the result of the auction.
The minimum bid is equivalent to $0.20 USD. Please be aware that in most cases, this bid will not be high enough for ads to be shown. This is due to other advertisers competing for the same ad placements with higher bids.
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.
Accounts using conversion optimized bidding that meet certain requirements are eligible for auto-bidding. Auto-bidding automatically sets your bids based on your target budget and CPA to maximize performance. This type of bidding uses advanced machine learning modeling to dynamically tune your bid based on ad set current performance.
You can switch an existing ad set over to auto-bidding if it meets all the following criteria:
- Ad set is on oCPM bidding (conversion optimized bidding)
- Ad set has been running for at least 2 days
- Ad set has >= 10 click-through conversions in the past 7 days
Learn how to set up auto-bidding.