Unlock your ad targeting potential: Introducing next-level improvements
Improving our audience creation tools and expanding targeting options
We’re happy to announce we’ll be revamping our targeting offering, starting with our interface, to better meet the needs of brands. We’re making it easier to find the best audiences and expanding the ways brands can reach people across Reddit.
Revamping the ad group creation flow and audience manager tools
Starting this week, we are changing the way you build audiences by refreshing the ad group and audience manager creation flows. We’ve rebuilt these tools from the ground up to create a clean interface that outlines all of the targeting available to you within one flow. We’ve also made it easier to find the audiences that you are looking for by introducing type ahead search to both interests, and custom audiences fields.
The biggest change with this update is that targeting is no longer siloed under a drop down. This means that going forward all targeting options can be combined in order to create the audiences that best meet the needs of your business. This enables new strategies, like combining engagement retargeting with interests, or excluding a website retargeting audience from your community targeting.
Rebranding Custom Audiences
The power of Custom Audiences has always been that they allow you to leverage audiences that are unique to your brand. Previously, we defined Custom Audiences as being an audience that was based off of your 1st party data like customer email or MAID lists. However, there are more ways than just email lists to create audiences that are unique. So we have decided to expand the definition of what a Custom Audience is, in order to reflect all the powerful options we have, including:
- Customer Lists (hashed email or unhashed emails or MAIDs lists)
- Reddit Engagement Retargeting (Retarget based off of ad engagements)
- Website Retargeting (Pixel or Conversion API signals)
Customs Audiences are now created within the Audience Manager, and are able to be created independently of a larger saved audience.
We know understanding the performance of your campaigns is important, but sometimes ad group level reporting only tells half the story. This is why we are introducing View Insights. View Insights is able to provide reporting breakdowns for Communities and Interests. Now you no longer have to segment your ad groups by interest to get more granular reporting and can use view insights across all your existing campaigns at the ad group level.
Additionally, we are increasing the targeting options that our audience forecasting works for. Now, you will see forecasting for all of our targeting options, including custom audiences and it will update as you combine targeting options . This will provide better insight when planning to launch a new ad group.
Introducing Negative Keyword Targeting
We know brand safety is important to you and we take giving you the ability to control how your brand appears across Reddit seriously. That is why we are introducing the ability to provide a list of keywords you do not want your ads to appear adjacent to. Negative keyword targeting works by allowing you to provide us with a list of up to 1,000 keywords and we will ensure that when you target the feed your ads do not appear above or below posts containing that keyword, or within the conversation page that the post or top comment doesn’t include this keyword.
Expanding Interest Targeting
Interest targeting is our most popular form of targeting, and we are working now to improve this feature. We are aiming to make interests more relevant for both you and Redditors on the platform by aligning the ways in which we recommend both ads and user generated content, and we wanted to expand the number of interests to provide more options. Starting in August, we will begin to roll out these updated features to all our advertisers. What you will immediately see is an increase in the number of interests available to target from 66 to 152, providing you with more control and transparency over who you are targeting. There will be no immediate action to benefit from this change, as we will apply these segments retroactively as well. We will share more information around this over the coming weeks.