reddit Advertising: Subreddit Targeting

 reddit Advertising: Subreddit Targeting reddit Ad Targeting: How it all works Finding the Right Subreddits for your Campaign: Identify & Search for Interest Keywords, Measuring subreddit Relevance & Reach Multiple Subreddit Targeting & Campaign Payment "If you have a target market that overlaps heavily with the users of a subreddit, then there's probably no more efficient way to reach that market than advertising on reddit.” -­ Jeremy Scheff, Owner, Basketball GM 1 reddit Ad targeting: How it all works On reddit.com, advertisements are targeted by subreddit. Subreddits: Community pages on reddit dedicated to specific interests. These communities are organically created and managed by reddit users. reddit is made up of over 7,000 subreddits. Note: An example of a subreddit is /r/Videos (Videos.reddit.com), which is a community organically created by redditors to share new and interesting video content on reddit. When creating a reddit advertising campaign, you will be required to select where on reddit you’d like to target your campaign once you’ve filled out creative assets and desired budget. The “targeting” section offers two targeting options for your campaign: “frontpage” and “targeted”. Below we’ll show you the differences between both. Featured Above: reddit “edit promotion” advertising Page 2 Frontpage: This option will display your reddit ad on the reddit homepage. Frontpage targeting is ideal for advertisers with no specific target audience in mind who are looking to get maximum reach and awareness for their promotion on reddit. The reddit frontpage is the most visible page on reddit, and offers location-­‐targeted options. Featured Above: reddit “edit promotion” advertising Page, Frontpage Targeting Location targeting: Only available in frontpage targeted campaigns, this feature allows advertisers to select in what country and city they would like their ad to appear. Advertisers whose product or promotion is only available in specific countries or cities most often use this option. Note: Country targeting is offered at the current $0.75 rate and will include more than 100 countries available at a $5 minimum spend. City level targeting is currently only available for U.S. cities in 210 metro areas, and pricing is set at a $5 CPM. 3 Featured Above: reddit “edit promotion” Advertising Page, Frontpage Location Targeting Targeted: Targeted ads allow advertisers to choose which subreddits and subreddit subscribers they would like their ad to be shown to. You can choose as many subreddits as you like to include in your campaign targeting (i.e. there is an unlimited amount of subreddit targeting additions). Advertisers looking to reach only specific groups of people use this option to maximize the effectiveness of their marketing budget spend. To help you pinpoint what subreddits are the best fits for your campaign, check out the next section of this guide. Featured Above: reddit “edit promotion” advertising Page 4 Note: Targeting both the frontpage & specific subreddits is also an option for clients who are looking to target specific communities in addition to the reddit frontpage. Finding the Right subreddit for your Campaign: Identifying & Searching for Interest Keywords, Measuring subreddit Reach & Relevance The first step to finding the right subreddits for your campaign targeting is to identify the interests of your target audience. Identifying Interest Keywords: You can identify the interests of your campaign target audience by asking the question: “What is my target audience interested in?” By identifying the interests of your target audience you can then list out those interests, search for those interest keywords on reddit, and see if they match a specific subreddit interest. Example case: Let’s say that your reddit campaign is looking to build awareness for a food app on reddit. For this specific campaign, a great answer to the question “What is my target audience interested in?” would be “Food.” Now that we’ve identified a target audience interest keyword (“Food”), the next step is to search for this keyword on reddit to find communities that match this interest. Searching for Interest Keywords: Type any interest keyword in the “search reddit” box located at the upper right-­‐hand side of any reddit page. Featured Above: reddit search tool Following our example case, let’s search for the interest keyword, “Food”: Featured Above: reddit search tool with search term “food” 5 Our internal search engine will re-­‐direct you to a search results page demonstrating the most relevant subreddits to your interest keyword. Featured Above: reddit search results page for search term “food” This results page shows the subreddits on reddit that have the most conversation threads including the keyword word “food”. These subreddits are ordered by relevance from left to right. Next to each subreddit name is the number of times the word “food” has been posted in a conversation within each subreddit. Note: /r/Food has over 79,660 conversations related to the keyword search term “Food”. In this results page for “Food”, the reddit search page shows /r/food as the community with the most conversations about food, and thus they are a great community of reddit users to target for this food app. campaign. 6 Measuring subreddit Reach & Relevance: To measure the size (potential reach) and relevance of a specific subreddit, simply click on the name of the subreddit within the search results page. This will re-­‐direct you to the subreddit page, where you will see a brief description of the community in addition to the number of users subscribed to the subreddit. In this example case, if we click on the /r/food subreddit link in the search results page we’ll be re-­‐directed to the /r/food subreddit page. On the right-­‐hand side of the page, you’ll find the title, subreddit subscriber count, and subreddit description. Featured Above: /r/Food subreddit By reviewing this page, you are able to evaluate the potential reach and relevance of this community by reading the subreddit subscriber count and description. This /r/Food subreddit shows over 541,000 active subscribers (potential reach), and its community description confirms that this subreddit is about food-­‐related topics (relevance). Note: Active subscribers do not equal subreddit pageviews. The number of subscribers simply represents how many users subscribed to a subreddit (pressed the “subscribe” button), choosing to receive top subreddit content on their reddit homepage. From your keyword search results list, you can pick and choose which food-­‐related communities are the best subreddit targets for your reddit campaign by evaluating their relevance & potential reach. 7 Multiple Subreddit Targeting and Campaign Payment Once you’ve chosen the subreddit(s) from your search results page you’d like to target for your campaign, the last step is to include them into the “targeting” section of your “edit promotion” page. To do this, type in the name of the subreddit you’d like to target within the “targeted” section of your campaign dashboard, and then click “create”: Featured Above: reddit “edit promotion” advertising Page Note: You can only add one subreddit name at a time when adding subreddit targets to the “targeting” section in your campaign dashboard. Once you click the “create” button, you will have created your first subreddit target for your reddit ad! 8 From here, you can choose to add additional subreddit targets by clicking the “+add new” button, or move ahead and pay for your campaign if you’re finished with campaign targeting by clicking on the “pay” button. Featured Above: reddit “edit promotion” advertising Page Once you’ve finished targeting your ad and have submitted payment for it, you’ll receive an email confirming ad creation from the reddit team. Our internal ad sales team will then personally review your ad to ensure everything looks good on the backend, and then you will receive an email confirming your ad has been approved and gone live on reddit. For any questions or comments about reddit promotions, please review our FAQ page or email us at [email protected]. 9