Topic Targeting

Question and answer pages are grouped into Topics on Quora. Target Topics relevant to your business to deliver contextually relevant ads at scale.

Where will my ads appear?

As a form of contextual targeting, Topic Targeting shows ads alongside question pages and feeds that are tagged with specific Topics. This contextual strategy is a good indicator of relevancy and intent on Quora. 

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

When do I use Topic Targeting?

Topic Targeting is the most widely used targeting option on Quora Ads. Businesses can obtain broader scale and reach while maintaining contextual relevancy. Topic Targeting also maximizes your impression potential, so it can be used for all campaign objectives.

How do I set up Topic Targeting

1. Click your desired campaign.
2. Click "Create Ad Set” and name your ad set.
3. Under Choose Primary Targeting, select “Contextual Targeting.” Topic Targeting will be the default selection.
4. Topics can be added manually into the “Targeted Topics” field. You can also enter relevant keywords into the “Bulk Add” tool to receive suggestions for comparable Quora topics.
5. Select your secondary targeting preferences and bid.
6. Click “Update” to save your changes.

If you are using Interest Targeting in another ad set, you can use the “Import Ad Set” button to convert interests into topics.

What are best practices for Topic Targeting?

• Leverage topics that are relevant to you. Look for keywords you use on other advertising platforms that have been effective. These keywords can translate well into Quora topics.
  • Identify keywords within your ad copy that might align with existing topics on Quora.
  • Your company or product may have an existing topic on Quora, which can be added to your targeting.
  • Your competitors, their products, or their services may have existing topics on Quora you can target. You can also explore related companies or partner industries.
• Expand your reach. In the same campaign, use Topic Targeting and Interest Targeting in separate ad sets to test which targeting type works best for your goals.
• Strike a balance. Make sure you are targeting relevant topics and selecting enough topics to ensure reach. Being too specific limits your campaign's potential reach, whereas selecting irrelevant topics may lower lead quality and hurt performance. 
• Install the Quora Pixel. The Quora Pixel lets you evaluate conversion data for your campaigns in the Quora Ads Manager, driving insights that can help optimize your performance and meet your goals.