Quora this week introduced conversion-optimized campaigns, a feature that focuses the particular ad delivery algorithm on customizing for conversions rather than clicks.
With “ optimize with regard to conversions” selected, the system will try to show ads to users this deems most likely to take the specified conversion action. “ For example , if you want to get app puts and you choose to optimize for conversion rates, we will show ads to people that are most likely to install your app, ” says Quora Director of Product Management Ryan Browne in the post announcement .
To use this particular setting, website advertisers will need to have the particular Quora pixel placed on their websites, and app marketers will need to be dealing with a supported app measurement companion to track conversions generated from advertisements on the platform.
Additionally, it requires advertisers to set a focus on cost per action (CPA) to tell how the system bids. With this putting in a bid method, advertisers are charged on the CPM basis.
Quora’ s ad platform just entered the one-year mark in May . Unlike any kind of platform I can think of, Quora’ h ad business launched out of the door with conversion tracking via the pixel. It has since introduced retargeting and lookalike audience targeting driven by the pixel. Earlier this year, it additional support for multi-event conversion tracking . The opportunity to optimize for conversions is another part of Quora’ s rapid advancement towards parity with much more established systems.
About The Author
Ginny Marvin is Third Doorway Media’s Associate Editor, assisting with all the day to day editorial operations across most publications and overseeing paid mass media coverage. Ginny Marvin writes regarding paid online marketing topics including compensated search, paid social, display plus retargeting for Search Engine Land plus Marketing Land. With more than 15 many years of marketing experience, Ginny has kept both in-house and agency administration positions. She can be found on Tweets as @ginnymarvin.
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