Deep Dive: Reddit Ads Update

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The first Reddit Ads update of 2019 is here and Greg and Jess have a few thoughts about it. Reddit has expressed their interest in offering more options for marketers but did this update miss the mark? This week, we're diving deep into what the update includes, how to navigate it, and how you should adjust your Reddit Ads campaign strategy moving forward.

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The Update:

CPC Bidding

CPC bidding has arrived for traffic and conversion campaign objectives!
CPC minimum bid is $0.25 (default minimum bid is $0.50).

Campaign Objectives

You can now optimize your campaign for app installs on mobile on a pay-per-click basis.
Brand awareness and reach campaign objectives are still on a CPM basis only. BUT, the CPM minimum bid is now $5.00 (we are not thrilled).

How To Navigate:

Don’t Panic

Reddit has automatically shut off all of your running ad groups for the update and switched them to CPC (ads that were already paused weren’t updated).
You need to manually go into each ad group, edit the bidding type, and set it to live again.
If it looks like all of your previous data has disappeared, simply change your view from default to archive.

Moving Forward:

CPC Bidding Only

A CPM $5.00 minimum is crazy! So avoid CPM at all costs. Set all of your ad groups to CPC bidding at the $0.25 minimum.

Target

A CPC of $0.25 minimum is still fairly high so you’ll want to make sure that you’re being very strict with your targeting.
Keep a close eye on conversions and how much of your budget is actually being spent.
Create high-quality creative to help narrow your targeting even more.

Test

Don’t assume that anything you had running before the update is going to perform the same now.
Keep testing everything until you find what works best.