Topic Targeting

Topic Targeting places your ad on Quora questions and answers that are filed under specific topic areas.

You add one or more topics and your ad becomes eligible to run on the pages tagged to them. This is contextual targeting: you are buying the subject of the page a person is reading, not anything about the person, so the match is the content in front of them at that moment.

You add the topic "Email Marketing" and your ad runs alongside questions and answers that Quora has filed under that topic.

Broad topics carry enormous inventory and loose intent. A wide topic can serve millions of impressions to people who are only glancing at the subject. Stack too many topics into one ad set and your budget spreads thin across pages that convert at very different rates, so you lose the read on which topic actually worked.

You are buying the page, not the reader.