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How to expand search marketing reach in the slow season, part 1: Quora

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Most businesses typically have a slow season when consumers don’t think of purchasing their services or products.

Despite effective and well-built paid search[1] and social[2] programs, they’re often faced with the challenge of exhausting what they have within their core channels.

So how can they avoid getting into the slump of low volumes and grab incremental traffic to make sure they’re still acquiring new customers and meeting growth goals?

In this three-part series, we are going to explore three channels that aren’t the usual heavy-hitters, but can still be effective at achieving efficiency and incremental growth.

First up: Quora.

What is Quora?

Quora is a platform where users can come, share knowledge, ask questions, and get answers. Although small when compared to larger social channels such as Facebook, it does have over 200 million users and is steadily growing.

Quora has several benefits: CPCs are relatively low, you can reach relevant audiences looking to consume information about your potential business or industry, and you can go after either conversions or app installs.

Targeting options on Quora

Targeting options for Quora advertising include:

  • Questions targeting: You can serve your ads to specific question pages
  • Topics targeting: Based on content, Quora will group specific questions and answer pages for users to target. This is where you would choose topics relevant to your business
  • Interest targeting: Interests are based on what different Quora users have engaged with (asked questions, read, upvoted, etc.)
  • Lookalike targeting: Leverage your customer list or pixeled audiences as a seed list, and Quora will target audiences similar in characteristics, traits, and behaviors
  • Retargeting: Of

Read more from our friends at Search Engine Watch

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