Reddit Ads: Succeeding Where So Many Have Failed - State of Search 2015

Reddit Ads

Succeeding Where So Many

Have Failed

208 Million

• Raised $50 Million ($500 Mil)• Upvoted.com Launched• Growth Team created• New AMA Video Channel Launched• New Podcast• Projects with Google + Wired• Promotional Rules Set to be

Reviewed• Shadowbans removed

Reddit Ad Guide http://bit.ly/1O71TTZ

• Self Server starts at $20• CPM based starting at $1.50 CPM• Country - $2.00 CPM• US City - $5.00 CPM

• Managed at $30,000• Video, Banner Ads, Mobile

Targeting• First come, First Serve• Auctions coming very soon

• Interest or Subreddit Targeting• Interest = Front Page • http://bit.ly/1O71TTZ

• Link or Text

• Create Ads for Reddit• Personalize

• Engage users• Identify frustration points to solve• Invite interaction• Ask questions• Offer a deal / coupon

• Be Engaged• Be human • Answer questions • Participate in comments• Monitor constantly• Don’t be defensive

• Be Creative• Witty titles• Reddit Gold• Reddit only contest

• Misc Tips• Include a thumbnail• Create a custom landing page• Research • Different ads for each Subreddit• Test

Designed for Reddit Connects their Brand with Redditors Uses Self Post format /r/finance/

Stayed involved the entire time Light hearted / humor

Delivered (personally)

We want to go towards that captive audience and just kind of have them be a mini-focus group in terms of what they wanna know

about financial terms and how can we help.

• Brand Awareness• Content Ideas (beyond

reddit)• Direct customer

engagement• Focus Group Feedback• Articles / Links

Designed for Reddit Uses Self Post format Peaks User Interest with Title Suggest Social Sharing

317 Comments Stayed fully engaged Light hearted Friendly

317 Comments Stayed fully engaged Light hearted Friendly

• Brand Awareness• Direct customer engagement• Articles / Links• Awards

• /r/Toronto• Easy to digest title• 53% Converted• 8800% ROI• 5x Traffic

Identify the right people to run your campaign Review similar campaigns to see what worked and failed Be genuine, transparent, and engaged (through entire

campaign) Embrace tough questions Identify the right Subreddit and Target Audience Create your campaign for Redditors

Know the right format for your audience

Resources http://www.slideshare.net/Sonic-Boom/state-of-public-discourse http://www.slideshare.net/BrentCsutoras/having-long-term-success-with-reddit http://www.reddit.com/comments/282mzu/transamerica_wants_to_help_reddit_make_dollars/ https://www.reddit.com/comments/1xx2zz/the_bates_motel_is_open_for_business_season_2/ https://www.reddit.com/comments/1yu8zn/victim_of_bike_theft_dont_let_the_bastards_get/ https://www.reddit.com/comments/3mrbwj/hey_reddit_watch_our_new_360degree_vr_video_for/ https://www.reddit.com/comments/1x6l0q/thank_you_reddit_yours_truly_will_ferrell/ https://www.reddit.com/comments/3ovu9h/trying_to_get_schwifty_with_your_friends_we_came http://www.marriotthotelssocial.com/marriott-hotels-reddit-campaign/#user-generated-content https://www.reddit.com/comments/1zdr8r/30_toronto_wing_festival_may_4th_all_you_can_eat/ http://www.slideshare.net/BrentCsutoras/big-brands-reddit-are-you-missing-out http://www.searchenginejournal.com/

@brentcsutoras/in/brentcsutoras+brentcsutoras