Even though I’m a fairly heavy user of Bing and Facebook ads I have never used Reddit ads, but a post by Glen at Viperchill really spoke to me and I decided to dive deep into what makes Reddit tick and how I can make my and your ads more successful.
For my first experiment I decided to promote a new Etsy shop of one of my customers. (I will spend $5 on the first ad, and later on tweak it as I want to find a combination that really works. I was fortunate enough to start my campaign before July 8th when the minimum was $5 per campaign. Starting on July 8th, 2015 the minimum budget per campaign is $20.)
The client’s goal is to get at least one sale so that’s what I will be working towards.
A Quick Explanation Of The Format
I’m a very analytical person so I decided to read as many blog posts about Reddit ads as I could find and I developed a step-by-step plan of attack for myself.
I wrote it out on here so you can use it, but since this is my first ad campaign I’m not sure how effective it will be.
I just went off from what I know about Reddit from using it for a year and from what I learned from other people’s blog posts.
As I create more and more ad campaigns, I will refine my “directions” to make it easier for others to follow and hopefully become successful.
Understanding The Audience
Before running any ad campaign it’s important to figure out who you’re targeting.
Would you run Facebook ads without knowing who you’re advertising to?
Understanding your audience on Reddit is even more important than Facebook because you cannot edit live Reddit ad campaigns so I spent quite a lot of time on this.
- Go to Reddit and perform a couple of searches for what you’re selling making sure to note down which Subreddits the results come from. (Consider the relevancy of your product to the Subreddit.)
- Some of the Subreddits you visited might have a Related Subreddits section in the side bar on the right. Open some of them up and write them down in your document.
- Visit each Subreddit and write down how many subscribers it has and how many people are there right now. (This can be done in an excel document)
- You should also look at the ration between the number of people currently there and the total number of subs. We’ll dive into this deeper when doing more detailed traffic research, but for now just keep an eye out for this.
- Go through your list and in another column write down how relevant you think your product would be to the people in each Subreddit, and how closely you are targeting people who might actually buy your product. (As an example, if you’re advertising basketball gear, the /r/sports Sub might be relevant, but you will probably have a higher click-through rate in Subs like /r/Basketball or /r/BasketballTips.)
- While you’re going through the Subreddits you should also write down what sort of content is in the “Hot” section right now. Is it images, videos, links, or text?