Advertising on Reddit is one of the best ways to drive traffic to your website because several thousands of users actively use this platform for researching topics all the time. These users are potential customers who are perfect for marketing through paid and organic posts.
Here’s my take on how you can use Reddit Ad Campaigns to expand your business.
If you want a video introduction on Reddit ad campaigns, check out this video tutorial:
Reddit Ad Campaign Objectives
The first obvious thing to note is that step number one in structuring a new ad campaign is selecting the campaign’s objective. This objective works to basically sum up your desired output from the overall campaign, and dictate the algorithm to optimize your needs exactly.
There are five different types of objectives that work for Reddit ad campaigns, which come with separate bidding or payment structures:
Reddit campaign objective 1: Brand Awareness and Reach
You can optimize this for creating awareness about your product or brand. The type of posts available for this objective includes Text, Video, Link (which may include images), and Gallery. Here you pay for/bid on CPM or Cost per thousand impressions.
Reddit campaign objective 2: Traffic
You can optimize this for driving traffic to your website. The type of posts available here include Video, Link (which may include images), and Gallery. Here you pay for/bid on CPC or Cost per Click.
Reddit campaign objective 3: Conversions
You can optimize this for users to take valuable actions on your business website. The type of posts available here include Video, Link (which may include images), and Gallery. Here you pay for/bid on CPC or Cost per Click.
Reddit campaign objective 4: Video Views
You can optimize this for increasing the number of views of the video you want to target, and to drive users to install your app on their mobiles. The type of posts available here include Video. Here you pay for/bid on CPV or Cost per View.
Reddit campaign objective 5: App Installs
You can optimize this for increasing the number of mobiles on which your app is installed. However, it can be used for serving on ‘native mobiles’ only, and you will have to create separate ads for iOS and Android platforms.
The type of posts available here include Video, Link (which may include images), and Gallery. Here you pay for/bid on CPC or Cost per Click.
How to Run a Reddit Ad Campaign from Scratch?
Next, you have to focus on building your campaign for which you’ll require:
Campaign – This is where you will house all the ads live and ad groups
Ad groups – This is a room for storing your ads for your Reddit ad campaigns in an organized way to ensure easy monitoring and management.
Ads – This is the crew of your brand that you can use for initiating conversations with the targeted ‘Redditors’.
Creating Reddit ad campaigns requires the following steps:
Step 1 – First, log in to your account created on ads.reddit.com account
Step 2 – Go to the Dashboard, and look for the button called ‘+Create Campaign’, located on the upper-left side of the screen.
Step 3 – Come up with an impressive but easy name for your campaign (the length should be up to 200 characters)
Step 4 – Confirm the method of funding. It will either be through a debit or credit card. This is how you are going to make payments for the ads.
Step 5 – This is a crucial step because you will have to select the right objective that will meet your requirements here:
- ‘Brand Awareness and Reach’
- ‘Video Views’
- ‘App Installs’
Step 6 – Now that you have selected the right objective, click on ‘Continue’ to get on with the campaign.
Best Practices to Improve Reddit Campaign Performance
From my experience, these are the best practices that can help you make the most of your ad campaigns on Reddit:
Aligning with marketing goals – Make sure that the campaign goes in alignment with what you have set to be the marketing goals for your business. Your selected objective makes a 1-1 alignment with a ‘pricing model’, which you cannot replace after having saved a campaign objective.
Organizing Ad groups – Ad groups are responsible for defining your delivery and audience. Breaking these ad groups out will help you track the results more easily. This will help you in making budget and bid strategy adjustments better as you progress with the campaign.
Setting the Duration – Make sure that the campaign runs for at least 4 weeks. Don’t look for a shortcut way by resorting to small budgets and short-duration campaigns.
You can learn about what will work best for your business on the Reddit platform by collecting the proper amount of data that is significant statistically.
Finally, monitoring and optimizing your Reddit ad campaigns is one of the best ways to make your campaigns successful.