How to Leverage Quora Ads | Ep. #342

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In Episode #342, Eric and Neil discuss how to leverage Quora ads. Tune in to learn why NOW is a good time to invest in Quora ads and the do’s and don’ts when it comes to answering a question to draw new business in.

Time Stamped Show Notes:

  • 00:27 – Today’s topic: How to Leverage Quora Ads
  • 00:35 – Quora is a question and answer site that has raised a $100M round in June 2017
  • 00:54 – Eric personally reads Quora
  • 01:12 – Quora currently generates a lot of search traffic at the moment
  • 01:19 – One of Eric’s clients, Lever, tracks the keyword applicant tracking system
  • 01:31 – If you’re a content marketer on Quora, it is targeted and you can create articles that targets specific keywords easily
  • 02:06 – Quora is a text-based content that sends people to a landing page
  • 02:16 – With Quora, you want to answer their question and pitch them your product
  • 02:24 – Quora is a mixture of using content marketing combined with paid advertising
  • 03:13 – You can redirect people to search in Quora if you don’t want to pay for ads
  • 03:18 – Quora ads are currently not that expensive
  • 03:33 – Go to Quora.com/Business to know how to set up ads
    • 03:43 – Answers that are in ad format don’t usually convert
    • 04:52 – Your answers can give advice first, making them want more
    • 05:00 – Do NOT pitch right away
  • 05:05 – Marketing School is giving away a free 1 year subscription of Drip which is an email automation tool
    • 05:22 – Subscribe, rate and review Marketing School
    • 05:27 – Text MARKETINGSCHOOL to 33444 for those in the US
    • 05:33 – For international listeners, just email [email protected] with your screenshot
  • 05:40 – That’s it for today’s episode!

3 Key Points:

  1. People flock to Quora to hear answers for their questions from a variety of people.
  2. Quora ads aren’t as expensive as others, but is effective in converting.
  3. Do NOT pitch your product right away when you answer a question – give them advice, first.

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Full Transcript of The Episode

Announcer: Get ready for your daily dose of marketing strategies and tactics from entrepreneurs with the guile and experience to help you find success in any marketing capacity. You're listening to Marketing School with your instructors, Neil Patel and Eric Siu.

Eric Siu: Welcome to another episode of Marketing School. I'm Eric Siu ...

Neil Patel: ... and I'm Neil Patel ...

Eric Siu: Today, we are going to talk about how to leverage Quora ads. First and foremost, it probably makes sense to describe what Quora is. Quora is a question and answer site. As of June 2017, they just raised another 100 million round, I think, recently. They are ... Basically, you can go to the site, you can ask specific questions, such as how do I grow my SAS company or how do I make more money? I mean, a lot of smart people are hanging out on Quora. They're asking questions. I personally read Quora at least a couple times a week, just to learn about certain things. It's really ... You have authors hanging out. You have movie stars writing answers, as well. I think even people that have traveled to the moon, which is a small handful of people, and I might be making that up.
Basically, the bottom line is, Quora has leveraged, they're generating a ton of search traffic right now. Just imagine this: if people are asking about ... One of our clients, for example, their name is Lever. They're targeting the keyword, applicant tracking system. They can have that, their ad, show up really subtly right below the question. That's basically how it works.

Neil Patel: The cool part about Quora, especially if you're already a content marketer, anytime someone asks a question, "How do I hire a lawyer," or, "How do I do my taxes," or, "How do I get more traffic to my corporate blog?" It's so targeted that you can create content that not only answers that, but then ends up breaking down that, "Hey, if you want help, you can sign up for this service and here's how much it costs." It's a very high converting channel, and the cost on Quora isn't that expensive compared to AdWords.
I look at it as a in-between of SEO and something like Google AdWords. The reason being is it's a mixture of text-based content, to sending people to a landing page. So with Google AdWords, you bid on a keyword and, from there, people click and they go to a landing page. The cool part about Quora is you want to answer their question and, at the same time, pitch 'em on your product or service. So it's a bit of mixture of using content marketing combined with paid advertising.

Eric Siu: Yeah. Just to give it a Google display, right? 'Cause Google Display allows you to bid on certain keywords and whatever blogs that are using AdSense that have that keyword, your ad can show up there. So this is similar in that sense, but I would say it's ... the quality of the traffic on there, the people that are hanging out, is high quality, right? 'Cause every smart person I talk to, when I ask them, "Do you know what Quora is?" They generally, they use it, they've heard of it before.
The interesting thing also, let's say, you don't want to spend on Quora ads. There's a lot of people that are asking, "What's the best applicant tracking system," right? You might see the kind of, I can call them, the organic answers or the people actually contributing. You typically have the people working at these different companies for different applicant tracking systems writing the answer. So you can do that, too, to not spend money, you can just have people search for it, but it might be easier, from a scaling perspective, to just spend on Quora ads 'cause, like Neil mentioned, it's not that expensive right now. Whenever you have these new channels that are kind of getting rolling, it's the best time to get in on it.
Neil, do you have anything else to add?

Neil Patel: Yeah. Just be careful with how you set up your ads 'cause you can lose a lot of money fast. So if you go to the Quora ads page, which is Quora.com/business, they have a example, "How do I hire a business lawyer?" That's a question that someone post. The promoted answer, this is the paid one, it says, the headline is, "Save up to 60% forming your company. Better lawyers. Flat rates." Those kind of ad formats are terrible. The reason being is when people Google a question, the best way to generate income from them isn't to just be like, "Pay for my service." It's to first partially answer their answer, like you're giving them enough where they're somewhat satisfied, but they're wanting more. Then you drive them to your landing page and then you get 'em to convert.
So if someone's Googling, "How do I hire a business lawyer," I would end up talking about, "Hey, before you hire a business lawyer, there's a few things you need to know because you can get ripped off or you can lose a lot of money really quickly. Here's the biggest mistakes you're gonna make," and then you get 'em to click to your website. Then you break down the mistakes and then, from there, what you want to do is like, "Do you just want to save the time and effort and not have to deal with this? Well, we can help you, right? We're a business law firm and we've helped out all these people and check out our reviews and our ratings. We're one of the best law firms to work at et cetera." Then you can convert 'em.
So you have to take 'em through a mini journey by first partially answering their question and leave 'em wanting more, instead of just pitching 'em right away because if you try pitching 'em right away, it doesn't convert as well from what I tested.

Eric Siu: That's it for today, but, before we go, we have another special giveaway and this is a one year, annual subscription of Drip, which is, at least, my favorite email marketing automation tool at the moment. Basically, it allows you to tag, lead score, split test, and, also, it has revenue reporting. If you want to get in on this free year of Drip for the contest, all you have to do is rate, review, and subscribe to this podcast, and then text the word marketing school, that's one word, marketing school, to 33444, to prove that you did it.
If you're international and you can't text, just go ahead and send a screenshot: Eric, E-R-I-C @singlegrain.com.
That's it for today. We'll see you tomorrow.

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We'll see you in class tomorrow, right here on marketing school.

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