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Reddit’s New AI-Powered Keyword Targeting – Thoughts from Those Who’ve Run Ads Here?
I’ve never advertised on Reddit before, but I’m intrigued by their new AI-powered keyword targeting. They’re saying it boosts conversions by 30%, but love to hear from anyone who’s runs Reddit ads. Do you think this will actually help with PPC results? How might this change the way you run campaigns?
source https://searchengineland.com/reddit-ai-powered-keyword-targeting-features-447463 -
4 Replies
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Reddit ads are good to build frequency on the retargeting side, particularly with audiences that don’t spend much time on other social sites (meta, linkedin, etc.).
But their prospecting sucks unless you’ve got a product that’s so generic that you can just spray and pray for the highest audience and lowest CPM/CPC. Most of the challenge is because their targeting is abysmal and there are so many bots crawling reddit that the bot clicks are off-the-charts high.
Reddit continues to try to add all these contextual advertising options and fails to understand that their biggest value is in actual user behavior. People literally subscribe and comment in subs that they are interested in; it’s so much deeper data than meta ever had on users. If I’m selling an espresso machine, I don’t just want to put an add in /r/coffee but also get people who have higher incomes (/r/henryfinance or /r/fatfire or the other higher income subreddits) who have shown an interest in coffee (either in that sub or in contextual conversations). And if I know that user regularly browses both, I’m fine with that ad showing up on /r/pics or whatever other sub they happen to be viewing at the time.
Even here the keyword targeting is nerfed compared to other ad channels. It’s focusing on placing ads around the keyword, not users regularly behaving with the keyword. Take something like tiktok, which builds audiences based on people who have engaged with specific hashtags over the last 7 days. If I know someone engaged with #espresso recently, I can feel confident that serving them an ad is at least somewhat timely. Reddit could just be a post of “wow look at my new espresso machine” on /r/pics, the ad serves under it, and a couple million impressions go to waste.
Content-based ads have mostly gone by the wayside years ago. Everyone moved to more programmatic and user-based targeting. Reddit is 5+ years behind the curve here because they continue to view their site and ad platform through the lens of ‘niche content’ instead of ‘users engaging with niche content’.
Just a limited ad platform with no vision or functionality for serious advertisers. It’s fine in a handful of use cases but they need to rework the entire targeting side to ever make it more than throwaway amount of spend in the total media budget.
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The effective cost per click is too high IMO for what is a top of funnel platform with low purchase/conversion intent.
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I’ve run Reddit ads with traditional targeting and seen moderate success. Excited to see how the AI-powered keyword targeting can up the game, as it could really refine audience reach. Might be similar to how Intelis improves eCommerce strategies on Google Shopping by dynamically optimizing bids and pricing. It’s all about leveraging AI to stay competitive!
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i am currently using this and its good for me
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