Reddit has just made a game changing update to their digital advertisements: Keyword targeting.
We can see in other social media platforms like TikTok that human engagement and unpaid endorsements are important. In a forum like Reddit, people specifically seek out opinions from real-life people. This leaves a huge opportunity for targeted advertising.
Introducing this new feature will bring fresh new potential to pay-per-click (PPC) marketers. Reddit is a platform entirely based on community engagement and interaction. Keyword targeting ensures advertisements connect with the right audiences at optimum times.
This is done through using specific keywords or phrases relevant to your products or services. Keyword targeting allows advertisers to connect with their audiences. This will be based off redditor’s interests and activities.
It will place ads in conversations where users talk about topics similar to your business.
According to Reddit, advertisers who use keyword targeting see a 30% increase in click-through rates. This is significant for marketers who focus on performance metrics.
What is keyword targeting?
Keyword targeting focuses on words or phrases relevant to your ad campaign.
For example, a fast food company might focus on words like “burger” or “fries”. These keywords reach people looking for fast food recommendations in their area.
Ads will pop up for people searching for or engaging with content related to those keywords. It relies on context to fit into the conversation.
Reddit outlines some best practices to get the most out of your keyword targeting:
- Set clear KPI’s: Choose key performance indicators and adjust your strategy to remain competitive.
- Choose casual keywords: Use conversational or casual keywords commonly used across Reddit. This helps ads blend in with conversations.
- Use branded and non-branded keywords: Maintain a mix that captures brand loyalists and new customers.
- Constantly check performance: Always review your keyword list. Think about combinations between longer and shorter keyword strings. Remove under performing keywords if needed to optimise results.
What are Reddit’s other ad options?
Reddit offers a bunch of different ad targeting options. Though none of them are as good or offer specific results like keyword targeting.
Interest and community targeting lean into specific groups of redditors. It allows businesses to find their niche. This is done through targeting audiences based on the content they interact with.
Location targeting makes sure your ads are seen by redditors in specific areas. With specifics like country, state, and postcode.
Ad retargeting shows your ads to users who have already engaged with your content or website. It aims to re-engage with people who have already shown an interest in your brand.
You can combine all these ad targeting options or mix and match. This ensures your ads are seen in relevant contexts and by the right people at the right times.
AI-Powered advertising a new feature?
Reddit is also including AI as well. “Dynamic Audience Expansion” is an AI-powered system. It aims to go a step beyond keyword targeting. According to Reddit, this system finds users who are likely to interact with your ad based on a mix of signals.
Reddit’s multi-placement optimisation uses machine learning to decide where your ad will get the most engagement. This means it spreads across both feed and conversation placements. The AI analyses signals like user behaviour and ad performance to identify people who are more likely to interact with your ad. In a nutshell, it aims to expand your audience.
For PPC marketers, this means expanding your audience. You can trust your ads to appear where they will gain the most traction – getting users to click, convert, or engage.
Simplified Campaign Management Feature
Reddit has also gone a step further. They have revamped their campaign management feature, making it simpler to handle. Advertisers can now combine keywords, communities, and interests into one ad group.
The Takeaway?
These new features are all incredibly exciting for advertisers and marketers.
Many people use Reddit as a key product search engine. Not only that, but it is used for real opinions from people compared to money-driven endorsements or paid comments.
Reddit is recognised as one of the most popular websites for people to discuss products. That is because it’s based on genuine human insights into potential purchases. We live in a world where real, lived experience is coming to the fore. This is a great opportunity for advertisers to tap into the market and utilise these new tools.
Combining AI audience expansion, multi-placement optimisation, and keyword targeting makes Reddit highly desirable as an ad platform.