In a big move for digital advertisers, Reddit has just introduced a new keyword targeting feature that is changing the game for how marketers reach their target audiences.
This addition brings new potential for PPC marketers looking to tap into Reddit’s highly engaged user base.
With millions of communities and conversations happening every day, Reddit now offers advertisers a more precise way to get in front of users at the perfect time.
The best part? They leverage AI to make the process even more powerful.
Let’s describe why this is such an exciting development for digital advertisers.
Keyword targeting for conversation and feed placements
Reddit has always been about its vibrant communities, or “subreddits,” where users connect over common interests and discuss a wide range of topics.
Until now, keyword targeting was only available on conversational placements. Starting today, advertisers can use keyword targeting in both feed and conversation placements.
The targeting update allows advertisers to place ads directly into these conversations, ensuring they reach people when they are actively engaged with content related to their products or services.
For PPC marketers, this level of targeting means a greater chance of delivering ads to users who are in the right frame of mind.
Instead of serving ads to users passively scrolling through a general feed, Reddit gives you the tools to place your ads in specific conversations where users are already discussing topics related to your industry.
According to Reddit, advertisers using keyword targeting have seen a 30% increase in conversion volume. This is a significant boost for marketers who focus on performance metrics such as conversion rates and CPA. acquisition.
Scaling performance with AI-powered optimization
While precision is key, Reddit knows that advertisers also need scale.
Reddit cited two AI-powered solutions to help balance keyword targeting and scalability within the platform:
- Dynamic audience expansion
- Location expansion
Dynamic audience expansion
This feature works with keyword targeting to help advertisers expand their reach without sacrificing relevance.
Reddit’s AI does the heavy lifting by analyzing signals like user behavior and ad creative performance to identify additional users likely to engage with your ad. In essence, it expands your audience in a smart, data-driven way.
For PPC marketers, this means more exposure without having to rely solely on manually selecting each keyword or interest.
You set the initial parameters and Reddit’s AI expands from there. This not only saves time, but also ensures that your ads reach a wider audience that is still relevant to your goals.
Reddit claims that campaigns using Dynamic Audience Expansion have seen a 30% reduction in cost per ad. action (CPA), making it a must-have for marketers focused on efficiency and budget optimization.
Location expansion
Another standout feature is Reddit’s multi-location optimization. This feature uses machine learning to determine the most effective places to show your ads, whether it’s in the feed or in specific conversation threads.
This multi-placement strategy ensures that your ads are delivered in the right context to maximize user engagement and conversions.
For PPC marketers, ad placement is a critical factor in campaign success. With Reddit’s AI optimizing these placements, you can trust your ads to appear where they’re most likely to drive action—whether that’s getting users to click, convert, or engage.
Introducing AI keyword suggestions
Reddit’s new AI keyword suggestion tool helps with this by analyzing Reddit’s vast conversational data to recommend keywords you might not have thought of.
It allows you to discover new, high-performing keywords related to your campaign, expanding your reach into conversations you might not have considered. And because it’s powered by AI, the suggestions are always based on real-time data and trends happening in Reddit’s communities.
This can be especially useful for marketers trying to stay ahead of trending topics or those who want to ensure they tap into conversations with high engagement potential.
As conversations on Reddit change, so do the keywords that drive those discussions. Reddit’s AI keyword suggestions help keep your targeting fresh and relevant, ensuring you don’t miss important opportunities.
New streamlined campaign management
Reddit has also made strides in simplifying the campaign setup and management process. They have introduced a unified flow that allows advertisers to combine multiple targeting options within a single ad group.
You can now mix keywords, communities and interests into one campaign and expand your reach without overcomplicating your structure.
From a PPC perspective, this is huge. Simplifying the campaign structure means you can test more variants, optimize faster and reduce time spent on manual adjustments.
In addition, Reddit has enhanced its reporting capabilities with keyword-level insights so you can see what’s working and what’s not, giving you more control over your campaigns.
Takeaway for PPC marketers
For marketers working with Google Ads, Facebook or Microsoft Advertising, this new update from Reddit should be on your radar.
The combination of keyword targeting, AI-powered audience expansion, and multi-location optimization makes Reddit a serious contender in the digital advertising space.
If you want to diversify your PPC campaigns, drive higher conversions and optimize costs, Reddit’s new offer offers a unique opportunity.
You can read the full announcement from Reddit here.