Quora has added impression-based bidding to its ad platform.
Quora advertisers can now use CPM (cost per thousand impressions) bidding to buy advertising. The question and answer platform announced the new feature Tuesday.
Why you should care
Impressions-based bidding opens up Quora to advertisers whose primary goal is reach and awareness rather than direct performance.
With the addition of CPM bidding, advertisers now have three different ways to buy ads on Quora ads. Advertisers can also buy ads on a CPC (cost-per-click) basis or use Quora’s automated target CPA (cost per action) bidding for conversion-optimized campaigns. “For performance-based advertisers,” Quora says, “We recommend testing CPM bidding in addition to cost per click (CPC) and Conversion Optimized Campaigns you might already be running on Quora if you want to increase your reach.”
More about the news
Quora has been steadily rolling out enhancements to its ad platform since launching in 2017.
Earlier this month, the company introduced Quora QuickStart to help advertisers set up ads on the platform.
Quora claims an audience of more than 300 million monthly unique visitors, rivaling Twitter and Pinterest.
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