Brands harness the power of Quora Ads for marketing

Quora continues to demonstrate its value as a leading platform for digital advertising, with Tata Capital achieving a remarkable 35 per cent reduction in cost-per-click (CPC) through the use of Quora Ads. This success story highlights how brands can leverage Quora’s unique ad products to connect with high-intent audiences and achieve substantial marketing goals.Tata Capital’s strategy was twofold. First, they honed in on relevant topics within the Loan and Finance categories on Quora, ensuring their content was visible to the most pertinent audience. During the campaign’s second phase, the focus shifted to optimising Topics that yielded higher engagement and click-through rates, thus targeting users closer to the bottom of the funnel.

Kaushik Chakraborty, head of marketing at Tata Capital, shared, “With a reach of 4.8 million at an efficient CPC, we successfully met our campaign objectives. This initiative showcases the strategic value of innovative platforms like Quora in modern marketing strategies.”

Tata Capital’s approach to creative content was both innovative and attuned to the cultural nuances of its target audience. The company moved beyond conventional advertising by tailoring its message to resonate deeply with the consumer base from various regions, particularly those in Tier 2 and Tier 3 cities. Their campaign ‘Palak Jhapkao Loan Pao’, encapsulated the ease and speed of securing a loan, and appealed to the audience, guiding a relevant demographic to their landing page and engaging users who exhibited a higher propensity to convert.

Gurmit Singh, General Manager for Quora APAC and MEA, commented, “We are thrilled with Tata Capital’s success. Their strategic use of our platform and well-crafted content effectively engaged our users, achieving remarkable results. This campaign not only demonstrates the power of Quora Ads in reaching high-intent audiences but also highlights the potential for significant cost efficiencies in digital marketing.”

Anand Krishnan – general manager, digital and CRM from Lodestar Media added, “Collaborating with Tata Capital and the Quora Ads team was integral to achieving the campaign’s exceptional results. By combining strategic insights with targeted ads, we were able to significantly enhance engagement and drive efficiency in CPC. This partnership underscores the importance of coordinated efforts in maximizing digital advertising outcomes.”