Quora's advertising platform offers a unique opportunity to reach high-intent users who are actively seeking answers to their questions. To get the most out of your Quora ads, it's essential to understand the specs and best practices for each ad format. In this guide, we'll dive into the details of Image, Video, Promoted Answers, Text, Lead Gen, and App Installs ads, providing tips on when to use each format to drive results.

Text Ads

Text ads are a great way to promote your message within organic Quora conversations with minimal disruption to the user experience. Here's what you need to know:

  • Specs: Business Name (40 characters max), Headline (65 characters max), Body Text (105 characters max), and CTA (choose from 16 available options)
  • Best Practices:

+ Use 40-60 characters for headlines to maximize impact.

+ Test question-style headlines, as they appear more native to Quora and tend to improve CTR.

+ Use 80+ characters in the body to provide value and address audience pain points.

+ Test different CTAs but make it clear what users can expect when they visit your website.

+ Be mindful of formatting by avoiding title casing, uncommon abbreviations, and grammatically incorrect sentences.

Tips & Tricks:

  • Tailor the ad copy to different stages of the buyer's journey.
  • Test different CTAs to identify which resonates best with your audience.
  • Use contextual targeting to ensure relevance.

Best for: Direct response, testing messaging, cost-sensitive campaigns.

Image Ads

Image ads offer a visually appealing way to stand out on Quora's text-based platform. Here are the details:

  • Specs:

+ Minimum Width: 580 pixels

+ Aspect Ratio: 16:9 to 4:5

+ Headline: 65 characters max

+ Body Text: 105 characters max

  • Best Practices:

+ Incorporate branding with consistent colors, logos, and messaging.

+ Build trust and reduce friction by ensuring ad-to-landing page congruence.

+ Test 3-4 images per ad set to determine the best-performing creatives.

+ Make it make sense without the image because some Quora ad placements are text-only, so image ads are automatically converted to text ads.

Tips & Tricks:

  • Repurpose existing visual assets from other campaigns for faster time to launch.
  • A/B test various headline and image combinations.
  • Incorporate branded colors and logos on your image to improve brand recall.

Best for: Conversion, product showcase, brand recall.

Video Ads

Video ads bring your brand to life and captivate your audience with sight and sound. Here's what you need to know:

  • Specs:

+ File Type: MOV, MP4

+ Audio: AAC

+ Aspect Ratio: 16:9

+ Resolution: 1280×720 pixels (min: 640×360; max: 1920×1080)

+ Frame Rate: ≤ 30 fps

+ File Size: ≤ 70 MB

+ Length: 3-60 seconds

+ Captions & Sound: Recommended but not required

  • Best Practices:

+ Open with a bang to grab attention in the first few seconds.

+ Keep videos short (15-30 seconds) to ensure completion.

+ Feature your brand prominently throughout the video.

+ Use captions to communicate the message even without sound.

Tips & Tricks:

  • Test various video lengths and creative elements like music.
  • Monitor performance metrics (CTR, CPV, View through rate) and optimize accordingly.
  • Use storytelling to create an emotional connection with your audience.

Best for: Brand awareness, product demonstrations, customer testimonials.

Promoted Answers

Promoted answers allow you to share in-depth, evergreen content directly within high-intent user discussions. Here are the details:

  • Specs:

+ Business Name: 40 characters max

+ Company Logo: PNG or JPG, 500×500 pixels recommended

+ Length: ~200-500 words is recommended

  • Best Practices:

+ Write authentic, thoughtful answers that address user questions directly and avoid rephrasing the question or mentioning your brand when it isn't relevant.

+ Add relevant hyperlinks sparingly and include UTMs for tracking.

+ Format answers cleanly by avoiding excessive paragraph breaks or bold text.

Tips & Tricks:

  • Repurpose blog content and adapt it to Quora's conversational tone.
  • Include visuals to make answers more engaging.
  • Add a TL;DR at the beginning or end to give readers the quick highlights.

Best for: Website traffic, thought leadership, explaining complex products and services.

Lead Generation Forms

Lead generation forms allow you to capture customer intent the moment they conduct research on Quora. Here are the details:

  • Specs:

+ Business Name: 40 characters max

+ Company Logo: PNG or JPG, 500×500 pixels recommended

+ Formats: Appendable to Image Ads, Text Ads, Video Ads, and Promoted Answers

+ Form Fields: Up to 12 customizable fields

+ Landing Page: Include a confirmation message and URL

  • Best Practices:

+ Refer to the Text Ad, Image Ad, and Promoted Answer best practices in addition to the following.

+ Use clear CTAs like "Get My Free Guide" or "Reserve My Spot."

+ Keep forms short and focused with essential fields.

+ Use compelling headlines and concise copy to highlight value.

+ Optimize for mobile with fast-loading, responsive designs.

Tips & Tricks:

  • A/B test headlines, CTAs, form lengths, and placements.
  • Add social proof, such as testimonials or trust badges, to build trust.
  • Integrate with Zapier to automate lead management and CRM updates.

Best for: Lead generation, contact acquisition, webinar registration, content downloads.

App Install Ads

App install ads allow you to append app install links to any of our formats. Here are the details:

  • Specs:

+ Headline: 40–60 characters recommended

+ Body Text: 80+ characters

+ CTA: 16 options available, tailored for app installs

+ Formats: Appendable to Image Ads, Text Ads, Video Ads, and Promoted Answers

  • Best Practices:

+ Use concise, compelling headlines to highlight your app's value.

+ Incorporate consistent branding with colors, logos, and key messaging.

+ Showcase the app's features and visual details to align with user expectations post-install.

Tips & Tricks:

  • A/B test different visuals, headlines, and CTAs to identify the best-performing combinations.
  • Highlight unique app functions or user benefits in your ad creatives.
  • Optimize for mobile users by ensuring fast-loading and responsive designs.
  • Use auto-bidding to manage costs and maximize installs within your budget.

Best for: App user acquisition, re-engagement campaigns, app feature promotion.