Quora adds more contextual & behavioral ad-targeting options

Quora launched its ad platform in 2017 with topic targeting. Now, the question-and-answer network is expanding its ad targeting offerings.

Quora announced Monday more options for behavioral and contextual targeting to either narrow or widen audience targets.

Behavioral (people-based) targeting

Last summer, Quora introduced website retargeting to the platform. Now it’s adding interest and lookalike options

• Interest Targeting — Reach users who have engaged with specific topics by reading questions, voting on answers and more.
• Lookalike Targeting — Cast a wider net by targeting users that have similar attributes to an advertiser’s existing audience in Quora Ads manager.

Contextual (content-based) targeting

In addition to topic targeting, Quora is adding two new options for contextual targeting.

• Question Targeting — Ads can show on specific questions and be tailored to that content. This is Quora’s most granular level of targeting.
• Multiple Topic Targeting — Upload your Google keywords to find matching Topics on Quora and target multiple Topics with your ads.

Location and device targeting can be layered on top of any of these options.

Additionally, advertisers on the platform can now exclude certain questions and certain audiences from their campaigns.

About The Author

Ginny Marvin

As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.