 | TL;DRReddit ads work a lot like ads on other social media platforms. Businesses pay for Reddit ads in an auction, which means they bid for the chance to place an ad in front of someone relevant. If you're the highest bidder for someone who suits your target audience, we show your ad. We decide whether or not someone might be interested in an ad using interest targeting, community targeting, and more. We'll walk through exactly how this works from the advertiser perspective--how to set goals, target your audience, the types of ads we choose, and more in this megathread. WHY ADVERTISE ON REDDIT?It’s simple. Reddit is where your audience finds community. More than that, Reddit isn’t a place for just regular old water-cooler chat – we get deep. QUICK. Just ask r/thalassophobia. Or r/GriefSupport. That’s to say, if you’re wondering if your brand or product has a place on Reddit, a quick surf of the site will show you that redditors are discussing just about everything on a daily basis. There’s an opportunity for your brand at all stages of the funnel. THE FUNDAMENTALSSet Your GoalsIn order to serve an ad on Reddit, you need to choose a campaign objective, a bidding strategy and a set of KPIs. Your choice depends on what you're trying to accomplish. Are you trying to build brand awareness, drive traffic to your website, or get new leads? If you’re unsure, take a look at this handy guide below that explains how you should bid and which bid type to select depending on your intended outcome. TargetingYour ad gets served in front of people who meet your targeting specifications. We determine who your ad reaches depending on which targeting tools you use. We encourage you to start high-level with interest targeting and then get more niche with community and keyword targeting. Community/Subreddit– Know that your product would be a hit with redditors in r/gaming? Or even r/gamedeals? You can target individual subreddits that you think would engage most with your ads. Keyword– Looking for users that view content that includes the keywords “start-up” or “small business”? Target redditors based on the keywords most applicable to your brand. Interest– If you’re not looking to target specific subreddits, keep your reach and scale high with interest targeting. This way, you can cover all subreddits that may be related to your industry or interest (ex. Personal finance, beauty, cooking, etc.) We’ve also got tools that let you bid on where and when people see your ad. You can do this manually, but we recommend using our auto bidding tools and letting the robots do the work for you. Device– Choose to target iOS or Android devices. Time of Day– Morning, afternoon, evening, night. Pick the time of day you feel is right. Location -- Our engineers have granted you the ability to target the best regions, countries, and states for your ad. Types of AdsYou also get to choose the type of ad you want to show to Redditors, depending on what you think will work best for your goals. Highly Recommended: the Promoted Post + Conversation Placement combo A burger is good on its own but fries make everything better. Likewise, we think using Promoted Posts and Conversation Placements are a great way to get started with your Reddit ads journey. Most ads you’ll see on Reddit fall under the general category of a Promoted Post. Our four promoted post types are based on the way they represent your media: text, image, video, and carousel. Conversation Placements put your ad right before the comments on any given post. When combined with posts in-feed, you can drive higher performance with Conversation Placements and more cost-effective outcomes due to increased reach. Remember: redditors LOVE reading comments, so eyes are there at all times. Megaposts + AMAs If you’re not feeling a burger, a chicken or fish sandwich might do the trick (okay, food analogy over.) Megaposts and AMAs are two Reddit unique formats that may not be the preferred option for some ad strategies, but for others, it can deliver killer results. Megaposts are a very Reddit-y ad type that allows you to deliver a lot of information through a mixed media format. Think of them as Reddit’s form of a blog post, which is how they often appear and are used across the site everyday. ULTA Beauty has a great example here. AMAs or Ask Me Anything posts are incredibly popular on Reddit. They’ve given redditors a chance to ask their most enticing inquiries to celebrities like Bill Gates and Barack Obama, or with advertisers, they’ve been able to speak with experts across industries: shoe performance technologists, brewmasters, and plant-based food CEOs. If you think it would serve well to have someone speak on behalf of your product or brand, AMAs are an ideal post. GETTING STARTEDThis is the quick list but we’ll walk you through some of the details below.
Create a Reddit Ads Manager account. Set your goals Identify your campaign objective, KPIs and bidding strategy based on how you would determine your campaign’s success. Also, ensure Reddit measurement is set up accurately to prove effectiveness, and confirm how the agreed upon KPIs will be measured. Pick your ad formats. Based on the ad types we mentioned earlier, consider what ad format would work best for your brand. Reddit Ads offer a full-funnel solution across awareness, consideration, and conversion. Here are a few of the formats paired with the areas of the funnel in which they perform best:
We highly recommend using in-feed Promoted Posts together with Conversation Placements to increase your reach and drive stronger overall performance. Make your ad. Determine how you want to show up to your audience and create engaging ads with these tips.
We recommend taking a look at both our best practices page and our Success Stories library to see examples of how other brands have run awesome campaigns on Reddit. Want to see the ad that used a simple and transparent approach to become one of the best-performing Reddit ads ever? Take a look at Caliber Fitness’ no-frills megathread that some users called “the best Reddit ad of all time.” Define your targeting. Always incorporate interest targeting to media strategy or supplement with community targeting to make sure you can deliver your ad as much as possible and scale. Use your own data or customer retargeting to sustain brand loyalty, engage people who are already customers or who have shown interest in your brand. Set your budget and bidding strategy. Your buying objective, or what you pay for, should match your goals and KPIs. You can bid on/pay for either Cost Per Thousand Impressions (CPM), Cost Per Click (CPC), or Cost Per View (CPV). You can also set a bid cap which tells us how much you’re willing to pay per 1000 impressions, per click, or per video review. Autobidding offers automated bidding strategies that are designated to help maximize your ad group’s performance. For ads using traffic, conversions, or app install objectives, we recommend using autobidding, as it is the simplest and most efficient way to maximize performance and gives you more time to focus on optimizing your strategy. Create your campaign using either Simple Create or Advanced Create.
MORE RESOURCESStill looking for more info? Check out these resources before you get started.
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