Bidding

Bidding is how you tell Quora what you will pay and which action it charges you against.

You choose the unit you pay on: per click, per thousand impressions, per video view, or optimized toward conversions. The choice follows the goal. Traffic runs on cost per click, awareness on cost per impression, and a lead or purchase on the conversion-optimized option.

You want site visits, so you set cost per click and pay only when someone actually clicks through. Switch the same campaign to cost per thousand impressions and you would pay for the reach whether anyone clicks or not.

The wrong pay unit fights your goal. People buy on impressions to chase cheap reach, then complain about no clicks. Match what you pay for to the action you actually need.

You get charged for what you bid on, so bid on what you want.