Reddit is every PPC marketer's dream - cheap low-funnel traffic, a highly engaged audience and wildly specific targeting with bountiful inventory. In this session, I'll provide a brief introduction to Reddit, Redditors and Subreddits, and then dive right into the nuts and bolts of how to get started with Reddit advertising. After this session, you should be able to get a successful Reddit PPC campaign up and running in no time!

1. Shhhh!
Reddit is PPC’s Best Kept Secret
Paula Thompson | Digital Media Director

2. Learner Outcomes
After this session, you will know:
● The TL;DR on Reddit
● How to build up your organic Reddit presence
● How subreddit targeting works
● How to research applicable subreddits
● How to write ad copy that resonates

3. Hello, I’m Paula Thompson
Digital Media Director FisherWOMAN Dog Mom

4. What is Reddit?
● A content contribution site - Reddit owns ZERO of the content
● Subreddits: niche communities often related to specific interests
● Users subscribe to subreddits they want to follow

5. What is Reddit?
By the Numbers, Monthly Active Users
● Facebook – 2.13 billion
● Instagram – 800 million
● Reddit – 330 million
● Twitter – 330 million
● LinkedIn – 260 million
● Snapchat – 255 million
● Pinterest – 200 million

6. Who is Reddit?

7. Why Reddit?
76%
Higher!
Almost 3X
Facebook!

8. Where is Reddit?
● Lower than paid social
● Higher than paid search
● I.E. This customer is not
fully aware of your product
yet, but they are actively
engaged and seeking out
products they’re interested
in learning more about

9. Why Advertise on Reddit?
=
THEY GET ME!

10. Why Advertise on Reddit?
● Redditors are
ACTIVELY researching
topics
● How is this different?

11. IMHO: Reddit is a PPC Marketer’s Dream!
● Untapped Goldmine!!
○ $100M+ ad revenue in 2018 (vs $655M in Twitter’s Q1!)
● Low competition
● Cheap inventory
● Highly engaged audience
● Wildly specific targeting
● Self-service ad platform!

12. But First! Get Karma!
● Every user earns karma
points - a measure of your
contribution to the community
● Based on organic activity:
○ Posting, commenting, getting
upvotes or downvotes
● More karma points mean
more street cred

13. Even Sponsored Content
Can Be Upvoted and
Downvoted!!

14. Targeting Overview
Audience Targeting
● By subreddit
● Interests
● Remarketing (coming….someday)
Demographic Targeting
● Location
○ Country, City (No Zip Code Targeting)
● Device

15. Subreddit Targeting
● Must have enough pageviews to meet the minimum campaign spend of $5
● BUT still be small enough to be relevant
● Good baseline:
○ 5,000 subscribers minimum
○ 100+ visits per day or larger

16. Subreddit Research Tools
http://redditlist.com
In-Platform Suggestions
The Google

17. Subreddit Considerations
● To target and not to target
○ Beware of broad, high subscriber
subreddits such as /r/funny
■ 8.3 million subscribers, with the
potential to gain an estimated 6
million daily impressions in the
US

18. Campaign Creation
● Start Here:
https://about.reddit.com/advertise/
○ Click on Create an Ad
● Set Objective
○ Brand awareness & reach (CPM)
○ Traffic (CPC)
○ Conversions (CPC)
○ App Installs (CPC)
○ Video Views (CPV)

19. Ad Group Creation
● Settings:
○ Locations by city, state, country
○ Device by mobile and/or desktop
○ Time of Day
■ Hour of day
■ Day of week
○ Budget – set for daily or lifetime
○ Bid

20. Ad Creation
• Link Post, Text Post or Video Post
• Headline
o 300 characters max
o This is your ONLY ad text
• Link – final URL
• Display URL
• Card Image
o 1200x628 (same as Facebook)
o Shows in the feed on platforms that support card
view.
• Thumbnail for logo
o Shows on desktop and in compact view on
mobile.
• Select Call to Action

21. Ad Variations
Mobile Compact
• Mobile Browser
• Reddit.com
Mobile Card
• Mobile Device
• Reddit App
Web
• Desktop Browser
• Reddit.com Newsfeed

22. Ad Creative Best Practices
● Use Reddit language within your ad
copy
● Make it unique to the channel
● Common Examples:
○ TL;DR means “Too long; Didn't read”
○ DAE means “Does anyone else”
○ FIFY and FTFY mean “Fixed It For You”
and "Fixed that for you", respectively
○ HIFW means “How I feel when”

23. Other Best Practices
● Landing page best practices
○ Similar to Quora, people are on Reddit to gather information, driving this traffic directly to a
demo or gated page might not be ideal. Want to ensure the page has plenty of useful content
and focus on engagement before collecting lead info.
● Cookies
○ As mentioned, there is currently no remarketing available in Reddit directly, but this does not
mean you should abandon your retargeting strategy for Reddit traffic. Tag your reddit ads with
appropriate UTM params and create audience segments in Google Analytics, Facebook, etc to
retarget these high intent users.

24. Case Studies/Use Case Scenarios
● https://www.redditinc.com/assets/case-
studies/hired.pdf (Direct Response)
○ They provided us with a variety of mechanisms
to reach tightly segmented audiences and we
found their user base to be highly engaged and
highly qualified
○ Reddit was a top performer, surpassing the
qualified lead rates of Google, Facebook,
Twitter and other digital and social partners

25. YSK – Closing words on Reddit Advertising &
Community
● Reddit is special, it is built from original
content from professionals, thought leaders,
geeks but also wannabe professionals,
thought leaders, and geeks
● Be authentic and provide value, Redditors are
always on the lookout for spammy marketers
● Keep in mind: Redditors have a well-known
characteristic of being very, very, opinionated
○ *you can silence the trolls, by turning off commenting
on your ads

26. AMA
(Questions?)
Slides, recording and Reddit
lingo cheat sheet at:
EffectiveSpend.com/HeroConf