Reddit is enhancing its advertising platform with new keyword targeting capabilities, aiming to improve ad relevance and performance for advertisers.
The big picture. Reddit is leveraging its community-driven structure to provide contextual advertising opportunities, potentially challenging other social media platforms in the digital ad space.
Key features.
- Keyword Targeting: Places ads within specific conversations, driving 30% higher conversion volumes (according to Reddit internal data).
- Dynamic Audience Expansion: AI-driven system that broadens reach while maintaining relevance.
- Multi-placement optimization: Uses machine learning to maximize efficiency across feed and conversation placements.
- AI Keyword Suggestions: Recommends relevant keywords based on Reddit’s conversation analysis.
- Unified targeting flow: Allows combining multiple targeting options within a single ad group.
Why we care. Reddit’s Keyword Targeting update potentially offers improved targeting precision, better conversion rates, cost efficiencies and simplified campaign management. Keyword targeting is the cornerstone of gaining insight into consumer intent, which leads to more precise ads. Reddit’s new features could help you reach highly engaged audiences more effectively.
By the numbers (according to Reddit internal data):
- Campaigns using Dynamic Audience Expansion saw a 30% reduction in Cost Per Action (CPA).
- Keyword Targeting drives 30% higher conversion volumes and improved efficiency.
How it works:
- You select keywords related to your product or service.
- Ads are placed in relevant conversations and feeds.
- AI expands the audience and optimizes placement.
- You can use AI-suggested keywords to further refine targeting.
What they’re saying. Reddit emphasizes that this combination will help you reach “the right audience, in the right context, at the right time.”
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
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