Testing paid adverts on Reddit was one in every of my 2024 experiments for MyFBAPrep. I had began build up our account by commenting and contributing to related subreddits, and by This fall we determined we may begin investing in a paid adverts experiment. I put aside $3,000 from our advertising funds to check the channel and overview the outcomes.
Right here’s how I examined, validated, and determined whether or not or to not add Reddit to our acquisition channels.
Desk of Contents
Preliminary Reddit adverts set-up
Initially, I wished to work with an knowledgeable as I had by no means managed paid acquisition earlier than, however the UI was surprisingly simple to work with.
To start, I dove in and created an advert account with our current profile, then chosen the easy account creation move.
After that, I crammed in a title/headline, selected a photograph, and added a CTA.
Subsequent was focusing on and supply, and I selected the related pursuits and subreddits to focus on.
I added subreddits I knew our viewers was on, specializing in a selected channel we specialised in (Amazon).
Then I entered our fee particulars.
I additionally went into the opposite settings and opted for the bottom value per click on for our funds.
After getting every little thing arrange, together with viewers and creatives, I arrange a name with the Reddit group to overview our settings. After they confirmed every little thing was arrange nicely, I left the adverts working for a couple of weeks to check.
Listed below are a very powerful issues I did in the course of the preliminary setup:
- Opted for subreddits I knew have been related to our goal audiences
- Added supply parameter for all hyperlinks, so it will append ?utm_source=reddit
- Un-checked dynamic viewers enlargement, not less than for the testing interval
I did not add key phrases, as a result of I wasn’t assured I wouldn’t seize the mistaken viewers with a few of them (ex. if I added “Amazon” I’d get r/antiwork views since Amazon introduced a return-to-office announcement).
Reddit Campaigns vs Advert Teams vs Adverts
I additionally discovered that Reddit adverts can “nest” into one another. Reddit has campaigns, advert teams, and particular person adverts.
Campaigns
Campaigns are the most important “bucket” on your adverts, and may include a number of adverts or advert teams. Traditionally, campaigns are the place you’ll be able to set objectives and budgets for every little thing nested underneath it.
These have been the totally different marketing campaign aims and their explanations. Since I used the “Easy Create” setup for our first campaigns, I didn’t specify this initially.
Advert teams
Advert Teams are bundles of comparable adverts that you could arrange particular parameters for, corresponding to your viewers, placements, timeline, and bidding. In Reddit, you may also arrange budgets and objectives inside an advert group. You need to have a marketing campaign to create an advert group.
Adverts
Adverts are the person adverts on Reddit. These adverts could be a part of an advert group or underneath a marketing campaign, and they’re single items that may have totally different headlines, CTAs, and different parameters. An advert should be added to an advert group.
Preliminary testing and adjusting
On October, 14, 2024, I arrange three totally different adverts to start out with.
- A This fall advert with a give attention to peak. This advert had a CTA to “Study Extra” that led to a bottom-of-the-funnel weblog publish on the subject. We examined an AI-generated picture for this.
- A generic advert with a give attention to our companies. This advert had a CTA to “Contact Us” that led to our contact kind. It had a cute duck.
- A model advert with a designed picture of our emblem and model colours, with a CTA to “Signal Up” for our e-newsletter.
Though there was an preliminary bump involved kind submissions, it flattened out after the primary week. We additionally didn’t see any contact kind submissions immediately tied to the Reddit UTM, however that won’t inform the entire story, becaue after I see an advert I’m excited by I lookup the model as an alternative.
Inside this era, we have been assigned an amazing account supervisor who was actually informative and despatched bi-weekly evaluation and options. He additionally did the preliminary examine of our adverts to substantiate every little thing was arrange as they need to be.
Two-week check-in (Oct 31, 2024)
After two weeks, our account supervisor despatched the next;
- In comparison with benchmarks on your vertical of .33% CTR, you’re performing above common!
- Your meme with the duck has a CTR of .58%! That’s nice to see and personally it is sensible, that meme actually conveys the story you are attempting to provide. Would suggest perhaps attempting out some AB testing and utilizing this artistic solely and testing out totally different headlines to see what they reply too.
At this level, the lovable duck advert was doing higher than the opposite two so I turned these off and changed them with;
The entire new adverts had “Contact Us” because the CTA and have been nested underneath our This fall advert group.
That is additionally after I arrange occasions within the Reddit Pixel.
Establishing Occasions with the Reddit Pixel
This was one more step of the method that was simpler than I anticipated. First, I added the Reddit Pixel to our Google Tag Supervisor utilizing the group template.
Then I examined that it was working with the Reddit Pixel Helper (a Chrome extension).
To arrange the occasions we wished to trace, I went into the Occasions Supervisor > Occasion configuration > Set Up Occasions
From there, I may add the URL of our contact kind to pick the occasion I wished to trace.
It introduced up the web page, and I used to be in a position to reveal the motion I wished to trace to register it as an occasion.
That is what the URL key phrases choice seems like:
I chosen net component, since I wished to trace a button click on. Right here’s what the net component kind seems like:
That is the place I may set the occasion sort, then use “Choose set off component” to work together with the occasion on the webpage.
Within the case beneath, I linked clicking the “Submit” button to the occasion.
Contact kind submissions, AKA leads, was our North star metric and the one KPI that may actually justify this channel.
4-week check-in
After one other two weeks, I did a check-in with our account supervisor to get an outline of how we have been doing, and subsequent steps.
As of November 14, 2024, the duck meme was nonetheless on high with a 0.827% click-through charge (others settled at round 0.3x%) and $0.71 value per click on (others hovered round $0.9x).
I shut off all the opposite adverts, turned on a retargeting marketing campaign, and examined the duck meme with a special headline.
I chosen the Conversions goal for our retargeting marketing campaign. Reminder: After I created our authentic campaigns, I used the “Easy Create” marketing campaign creation move and didn’t specifiy this.
I created the viewers for the marketing campaign underneath Viewers Supervisor > New Viewers > Customized Viewers > Web site Retargeting (wished to focus on redditors who had visited our web site).
Below customized audiences, there have been additionally choices to add a buyer checklist, goal comparable Redditors, and retarget redditors who beforehand interacted with our adverts.
On our account supervisor’s suggestion, we set retargeting to web page views with a 90-day lookback interval.
Beneath are the opposite pixel occasions we may have chosen.
And not using a important bump involved kind submissions, this may be our final Reddit check till Q1.
Last outcomes from our Reddit adverts check
After one other week and a half on November 23, 2024, I made a decision to retain our best-performing advert alongside a retargeting advert utilizing the identical artistic indefinitely.
The principle causes have been:
1) Our clickthrough charge was up and clicks have been down, which meant much less spend for a extra related viewers.
2) Our contact kind submissions had began to climb as soon as once more, rivaling the preliminary bump we noticed, with much less spend.
3) Digging deeper, the variety of “good” (non-spam, in our ICP) leads have remained regular for the reason that retargeting advert launch on the 14th. On the twenty first, we obtained an inquiry that our co-founder shared for instance of our very best ICP.
Key classes from testing Reddit adverts
My greatest takeaways for this Reddit adverts experiment have been;
- It takes as a lot or as little time as you’re keen to place in. I used to be fearful it will be too time-consuming to start out, however a fast each day examine was sufficient to maintain us on observe and assist me get a really feel of which adverts have been performing (and which weren’t).
- Your artistic is every little thing, which our account supervisor confirmed as nicely. He talked about he used our duck meme for instance in one other name of what good content material seemed like for the group (proud second for us!)
- Because of the nature of how Redditors view adverts, it’s laborious to definitively observe outcomes. As an alternative, I had to take a look at correlations and monitor every little thing else what was taking place in advertising to make an informed guess about Reddit’s contribution to our pageviews and leads.
- Because it’s a comparatively new platform, it didn’t have the bloat and complexities that platforms like Google and Meta did. It was much less intimidating and I wasn’t fearful about lacking a legacy toggle nested three pages deep that may be make/break every little thing.
After a couple of weeks of testing Reddit and reviewing our funds, we determined to depart our duck meme advert and one retargeting advert on till Q1. I set spend limits so even when we solely examine again in Q1, we gained’t go over funds.
All-in-all, I’m glad Reddit was my first foray into the world of paid adverts. I used to be in a position to study a few of the fundamentals and observe what our account supervisor highlighted as most important to look at, to take as classes for different channels.
Subsequent, I plan to start out testing LinkedIn (increased cost-per-acquisition) and Meta within the new yr. Keep tuned!
Replace: Closing out our Reddit adverts experiment
January 29, 2025 replace
Now that we’ve virtually hit our funds for this experiment, I’ve determined to close off Reddit adverts and divert the spend to different paid channels with higher attribution and direct lead kinds. Listed below are a few of the highlights from that call.
On Reddit, with the Pixel put in, we noticed one end result (contact kind submission) for $591.83 from our retargeting advert.
In any other case, we noticed 3,114 clicks for $2,913.33 (about $0.94/click on). Our greatest performing advert acquired 1,552 clicks for $1,372.74 ($0.88/click on).
I attempted importing a target market checklist of emails, which is what boosted our success on different platforms, however Reddit was unable to match sufficient emails for a major pattern. That is to be anticipated from the nameless nature of Reddit (they don’t have my e mail both, and undoubtedly not any work emails).
Various paid channels
Compared, we noticed the next outcomes from different paid advert channels over a shorter time frame.
Google search adverts: 10 leads at $38.11 per lead. 184 clicks at $2.07 CPC.
I additionally lately arrange a devoted touchdown web page and kinds for the Google search adverts to separate all of the leads from this initiative. We’ll then be capable to examine emails towards our CRM down the road to see whole income that got here from this channel.
I plan to depart our key phrase campaigns up in some kind or one other as a everlasting initiative, and add a model marketing campaign in addition to a defensive technique.
Meta adverts: 19 leads throughout two campaigns at $24.44/lead (BOFU) and $50.85/lead (TOFU). These have been native kind submissions on the Fb and Instagram platforms, and we confirmed three up to now have been ICP. We additionally noticed a
Every time we alter the campaigns (refined our viewers, added new advert artistic, turned off adverts that have been getting plenty of spend with no conversions, constructed a local kind, and so on.) we noticed outcomes enhance. I anticipate these numbers to enhance additional earlier than it plateaus.
I anticipate Meta lead high quality to ultimately degrade as we attain most of our ICP on the platform. My hope is that after we attain our target market we convert them to clients in the event that they’re prepared to maneuver, or to our nurture channels (corresponding to e-newsletter) if not. Then, as soon as we discover leads are getting dearer with worse high quality, I’ll transfer advert spend to a different platform, and solely use Meta for well timed adverts (for instance, get your BFCM stock in).
LinkedIn adverts: We noticed 147 clicks at $16.78 CPC, and 118 “conversions” at $20.90/conversion. It’s vital to notice that early on, we outlined conversion as a go to to the web site.
To higher observe leads from LinkedIn, I launched a local LinkedIn lead technology kind, which up to now hasn’t gotten any kind fills.
LinkedIn takes an extended time to generate leads, and the platform is notoriously costly, so I plan to depart this working for a couple of extra months (not less than so long as our customary gross sales cycle) after which decide.
Podcast and e-newsletter sponsorships: We’re simply beginning this experiment, and may have extra leads to the approaching months.
General, we discovered that Reddit is sweet for pageviews and initially acquired us an oblique enhance involved kind submissions. Nevertheless, the dearth of native lead seize kinds for higher attribution, and costly value per conversion (in the best way we measure them) meant our advert funds could be higher spent elsewhere.
Testing paid adverts on Reddit was one in every of my 2024 experiments for MyFBAPrep. I had began build up our account by commenting and contributing to related subreddits, and by This fall we determined we may begin investing in a paid adverts experiment. I put aside $3,000 from our advertising funds to check the channel and overview the outcomes.
Right here’s how I examined, validated, and determined whether or not or to not add Reddit to our acquisition channels.
Desk of Contents
Preliminary Reddit adverts set-up
Initially, I wished to work with an knowledgeable as I had by no means managed paid acquisition earlier than, however the UI was surprisingly simple to work with.
To start, I dove in and created an advert account with our current profile, then chosen the easy account creation move.
After that, I crammed in a title/headline, selected a photograph, and added a CTA.
Subsequent was focusing on and supply, and I selected the related pursuits and subreddits to focus on.
I added subreddits I knew our viewers was on, specializing in a selected channel we specialised in (Amazon).
Then I entered our fee particulars.
I additionally went into the opposite settings and opted for the bottom value per click on for our funds.
After getting every little thing arrange, together with viewers and creatives, I arrange a name with the Reddit group to overview our settings. After they confirmed every little thing was arrange nicely, I left the adverts working for a couple of weeks to check.
Listed below are a very powerful issues I did in the course of the preliminary setup:
- Opted for subreddits I knew have been related to our goal audiences
- Added supply parameter for all hyperlinks, so it will append ?utm_source=reddit
- Un-checked dynamic viewers enlargement, not less than for the testing interval
I did not add key phrases, as a result of I wasn’t assured I wouldn’t seize the mistaken viewers with a few of them (ex. if I added “Amazon” I’d get r/antiwork views since Amazon introduced a return-to-office announcement).
Reddit Campaigns vs Advert Teams vs Adverts
I additionally discovered that Reddit adverts can “nest” into one another. Reddit has campaigns, advert teams, and particular person adverts.
Campaigns
Campaigns are the most important “bucket” on your adverts, and may include a number of adverts or advert teams. Traditionally, campaigns are the place you’ll be able to set objectives and budgets for every little thing nested underneath it.
These have been the totally different marketing campaign aims and their explanations. Since I used the “Easy Create” setup for our first campaigns, I didn’t specify this initially.
Advert teams
Advert Teams are bundles of comparable adverts that you could arrange particular parameters for, corresponding to your viewers, placements, timeline, and bidding. In Reddit, you may also arrange budgets and objectives inside an advert group. You need to have a marketing campaign to create an advert group.
Adverts
Adverts are the person adverts on Reddit. These adverts could be a part of an advert group or underneath a marketing campaign, and they’re single items that may have totally different headlines, CTAs, and different parameters. An advert should be added to an advert group.
Preliminary testing and adjusting
On October, 14, 2024, I arrange three totally different adverts to start out with.
- A This fall advert with a give attention to peak. This advert had a CTA to “Study Extra” that led to a bottom-of-the-funnel weblog publish on the subject. We examined an AI-generated picture for this.
- A generic advert with a give attention to our companies. This advert had a CTA to “Contact Us” that led to our contact kind. It had a cute duck.
- A model advert with a designed picture of our emblem and model colours, with a CTA to “Signal Up” for our e-newsletter.
Though there was an preliminary bump involved kind submissions, it flattened out after the primary week. We additionally didn’t see any contact kind submissions immediately tied to the Reddit UTM, however that won’t inform the entire story, becaue after I see an advert I’m excited by I lookup the model as an alternative.
Inside this era, we have been assigned an amazing account supervisor who was actually informative and despatched bi-weekly evaluation and options. He additionally did the preliminary examine of our adverts to substantiate every little thing was arrange as they need to be.
Two-week check-in (Oct 31, 2024)
After two weeks, our account supervisor despatched the next;
- In comparison with benchmarks on your vertical of .33% CTR, you’re performing above common!
- Your meme with the duck has a CTR of .58%! That’s nice to see and personally it is sensible, that meme actually conveys the story you are attempting to provide. Would suggest perhaps attempting out some AB testing and utilizing this artistic solely and testing out totally different headlines to see what they reply too.
At this level, the lovable duck advert was doing higher than the opposite two so I turned these off and changed them with;
The entire new adverts had “Contact Us” because the CTA and have been nested underneath our This fall advert group.
That is additionally after I arrange occasions within the Reddit Pixel.
Establishing Occasions with the Reddit Pixel
This was one more step of the method that was simpler than I anticipated. First, I added the Reddit Pixel to our Google Tag Supervisor utilizing the group template.
Then I examined that it was working with the Reddit Pixel Helper (a Chrome extension).
To arrange the occasions we wished to trace, I went into the Occasions Supervisor > Occasion configuration > Set Up Occasions
From there, I may add the URL of our contact kind to pick the occasion I wished to trace.
It introduced up the web page, and I used to be in a position to reveal the motion I wished to trace to register it as an occasion.
That is what the URL key phrases choice seems like:
I chosen net component, since I wished to trace a button click on. Right here’s what the net component kind seems like:
That is the place I may set the occasion sort, then use “Choose set off component” to work together with the occasion on the webpage.
Within the case beneath, I linked clicking the “Submit” button to the occasion.
Contact kind submissions, AKA leads, was our North star metric and the one KPI that may actually justify this channel.
4-week check-in
After one other two weeks, I did a check-in with our account supervisor to get an outline of how we have been doing, and subsequent steps.
As of November 14, 2024, the duck meme was nonetheless on high with a 0.827% click-through charge (others settled at round 0.3x%) and $0.71 value per click on (others hovered round $0.9x).
I shut off all the opposite adverts, turned on a retargeting marketing campaign, and examined the duck meme with a special headline.
I chosen the Conversions goal for our retargeting marketing campaign. Reminder: After I created our authentic campaigns, I used the “Easy Create” marketing campaign creation move and didn’t specifiy this.
I created the viewers for the marketing campaign underneath Viewers Supervisor > New Viewers > Customized Viewers > Web site Retargeting (wished to focus on redditors who had visited our web site).
Below customized audiences, there have been additionally choices to add a buyer checklist, goal comparable Redditors, and retarget redditors who beforehand interacted with our adverts.
On our account supervisor’s suggestion, we set retargeting to web page views with a 90-day lookback interval.
Beneath are the opposite pixel occasions we may have chosen.
And not using a important bump involved kind submissions, this may be our final Reddit check till Q1.
Last outcomes from our Reddit adverts check
After one other week and a half on November 23, 2024, I made a decision to retain our best-performing advert alongside a retargeting advert utilizing the identical artistic indefinitely.
The principle causes have been:
1) Our clickthrough charge was up and clicks have been down, which meant much less spend for a extra related viewers.
2) Our contact kind submissions had began to climb as soon as once more, rivaling the preliminary bump we noticed, with much less spend.
3) Digging deeper, the variety of “good” (non-spam, in our ICP) leads have remained regular for the reason that retargeting advert launch on the 14th. On the twenty first, we obtained an inquiry that our co-founder shared for instance of our very best ICP.
Key classes from testing Reddit adverts
My greatest takeaways for this Reddit adverts experiment have been;
- It takes as a lot or as little time as you’re keen to place in. I used to be fearful it will be too time-consuming to start out, however a fast each day examine was sufficient to maintain us on observe and assist me get a really feel of which adverts have been performing (and which weren’t).
- Your artistic is every little thing, which our account supervisor confirmed as nicely. He talked about he used our duck meme for instance in one other name of what good content material seemed like for the group (proud second for us!)
- Because of the nature of how Redditors view adverts, it’s laborious to definitively observe outcomes. As an alternative, I had to take a look at correlations and monitor every little thing else what was taking place in advertising to make an informed guess about Reddit’s contribution to our pageviews and leads.
- Because it’s a comparatively new platform, it didn’t have the bloat and complexities that platforms like Google and Meta did. It was much less intimidating and I wasn’t fearful about lacking a legacy toggle nested three pages deep that may be make/break every little thing.
After a couple of weeks of testing Reddit and reviewing our funds, we determined to depart our duck meme advert and one retargeting advert on till Q1. I set spend limits so even when we solely examine again in Q1, we gained’t go over funds.
All-in-all, I’m glad Reddit was my first foray into the world of paid adverts. I used to be in a position to study a few of the fundamentals and observe what our account supervisor highlighted as most important to look at, to take as classes for different channels.
Subsequent, I plan to start out testing LinkedIn (increased cost-per-acquisition) and Meta within the new yr. Keep tuned!
Replace: Closing out our Reddit adverts experiment
January 29, 2025 replace
Now that we’ve virtually hit our funds for this experiment, I’ve determined to close off Reddit adverts and divert the spend to different paid channels with higher attribution and direct lead kinds. Listed below are a few of the highlights from that call.
On Reddit, with the Pixel put in, we noticed one end result (contact kind submission) for $591.83 from our retargeting advert.
In any other case, we noticed 3,114 clicks for $2,913.33 (about $0.94/click on). Our greatest performing advert acquired 1,552 clicks for $1,372.74 ($0.88/click on).
I attempted importing a target market checklist of emails, which is what boosted our success on different platforms, however Reddit was unable to match sufficient emails for a major pattern. That is to be anticipated from the nameless nature of Reddit (they don’t have my e mail both, and undoubtedly not any work emails).
Various paid channels
Compared, we noticed the next outcomes from different paid advert channels over a shorter time frame.
Google search adverts: 10 leads at $38.11 per lead. 184 clicks at $2.07 CPC.
I additionally lately arrange a devoted touchdown web page and kinds for the Google search adverts to separate all of the leads from this initiative. We’ll then be capable to examine emails towards our CRM down the road to see whole income that got here from this channel.
I plan to depart our key phrase campaigns up in some kind or one other as a everlasting initiative, and add a model marketing campaign in addition to a defensive technique.
Meta adverts: 19 leads throughout two campaigns at $24.44/lead (BOFU) and $50.85/lead (TOFU). These have been native kind submissions on the Fb and Instagram platforms, and we confirmed three up to now have been ICP. We additionally noticed a
Every time we alter the campaigns (refined our viewers, added new advert artistic, turned off adverts that have been getting plenty of spend with no conversions, constructed a local kind, and so on.) we noticed outcomes enhance. I anticipate these numbers to enhance additional earlier than it plateaus.
I anticipate Meta lead high quality to ultimately degrade as we attain most of our ICP on the platform. My hope is that after we attain our target market we convert them to clients in the event that they’re prepared to maneuver, or to our nurture channels (corresponding to e-newsletter) if not. Then, as soon as we discover leads are getting dearer with worse high quality, I’ll transfer advert spend to a different platform, and solely use Meta for well timed adverts (for instance, get your BFCM stock in).
LinkedIn adverts: We noticed 147 clicks at $16.78 CPC, and 118 “conversions” at $20.90/conversion. It’s vital to notice that early on, we outlined conversion as a go to to the web site.
To higher observe leads from LinkedIn, I launched a local LinkedIn lead technology kind, which up to now hasn’t gotten any kind fills.
LinkedIn takes an extended time to generate leads, and the platform is notoriously costly, so I plan to depart this working for a couple of extra months (not less than so long as our customary gross sales cycle) after which decide.
Podcast and e-newsletter sponsorships: We’re simply beginning this experiment, and may have extra leads to the approaching months.
General, we discovered that Reddit is sweet for pageviews and initially acquired us an oblique enhance involved kind submissions. Nevertheless, the dearth of native lead seize kinds for higher attribution, and costly value per conversion (in the best way we measure them) meant our advert funds could be higher spent elsewhere.
Testing paid adverts on Reddit was one in every of my 2024 experiments for MyFBAPrep. I had began build up our account by commenting and contributing to related subreddits, and by This fall we determined we may begin investing in a paid adverts experiment. I put aside $3,000 from our advertising funds to check the channel and overview the outcomes.
Right here’s how I examined, validated, and determined whether or not or to not add Reddit to our acquisition channels.
Desk of Contents
Preliminary Reddit adverts set-up
Initially, I wished to work with an knowledgeable as I had by no means managed paid acquisition earlier than, however the UI was surprisingly simple to work with.
To start, I dove in and created an advert account with our current profile, then chosen the easy account creation move.
After that, I crammed in a title/headline, selected a photograph, and added a CTA.
Subsequent was focusing on and supply, and I selected the related pursuits and subreddits to focus on.
I added subreddits I knew our viewers was on, specializing in a selected channel we specialised in (Amazon).
Then I entered our fee particulars.
I additionally went into the opposite settings and opted for the bottom value per click on for our funds.
After getting every little thing arrange, together with viewers and creatives, I arrange a name with the Reddit group to overview our settings. After they confirmed every little thing was arrange nicely, I left the adverts working for a couple of weeks to check.
Listed below are a very powerful issues I did in the course of the preliminary setup:
- Opted for subreddits I knew have been related to our goal audiences
- Added supply parameter for all hyperlinks, so it will append ?utm_source=reddit
- Un-checked dynamic viewers enlargement, not less than for the testing interval
I did not add key phrases, as a result of I wasn’t assured I wouldn’t seize the mistaken viewers with a few of them (ex. if I added “Amazon” I’d get r/antiwork views since Amazon introduced a return-to-office announcement).
Reddit Campaigns vs Advert Teams vs Adverts
I additionally discovered that Reddit adverts can “nest” into one another. Reddit has campaigns, advert teams, and particular person adverts.
Campaigns
Campaigns are the most important “bucket” on your adverts, and may include a number of adverts or advert teams. Traditionally, campaigns are the place you’ll be able to set objectives and budgets for every little thing nested underneath it.
These have been the totally different marketing campaign aims and their explanations. Since I used the “Easy Create” setup for our first campaigns, I didn’t specify this initially.
Advert teams
Advert Teams are bundles of comparable adverts that you could arrange particular parameters for, corresponding to your viewers, placements, timeline, and bidding. In Reddit, you may also arrange budgets and objectives inside an advert group. You need to have a marketing campaign to create an advert group.
Adverts
Adverts are the person adverts on Reddit. These adverts could be a part of an advert group or underneath a marketing campaign, and they’re single items that may have totally different headlines, CTAs, and different parameters. An advert should be added to an advert group.
Preliminary testing and adjusting
On October, 14, 2024, I arrange three totally different adverts to start out with.
- A This fall advert with a give attention to peak. This advert had a CTA to “Study Extra” that led to a bottom-of-the-funnel weblog publish on the subject. We examined an AI-generated picture for this.
- A generic advert with a give attention to our companies. This advert had a CTA to “Contact Us” that led to our contact kind. It had a cute duck.
- A model advert with a designed picture of our emblem and model colours, with a CTA to “Signal Up” for our e-newsletter.
Though there was an preliminary bump involved kind submissions, it flattened out after the primary week. We additionally didn’t see any contact kind submissions immediately tied to the Reddit UTM, however that won’t inform the entire story, becaue after I see an advert I’m excited by I lookup the model as an alternative.
Inside this era, we have been assigned an amazing account supervisor who was actually informative and despatched bi-weekly evaluation and options. He additionally did the preliminary examine of our adverts to substantiate every little thing was arrange as they need to be.
Two-week check-in (Oct 31, 2024)
After two weeks, our account supervisor despatched the next;
- In comparison with benchmarks on your vertical of .33% CTR, you’re performing above common!
- Your meme with the duck has a CTR of .58%! That’s nice to see and personally it is sensible, that meme actually conveys the story you are attempting to provide. Would suggest perhaps attempting out some AB testing and utilizing this artistic solely and testing out totally different headlines to see what they reply too.
At this level, the lovable duck advert was doing higher than the opposite two so I turned these off and changed them with;
The entire new adverts had “Contact Us” because the CTA and have been nested underneath our This fall advert group.
That is additionally after I arrange occasions within the Reddit Pixel.
Establishing Occasions with the Reddit Pixel
This was one more step of the method that was simpler than I anticipated. First, I added the Reddit Pixel to our Google Tag Supervisor utilizing the group template.
Then I examined that it was working with the Reddit Pixel Helper (a Chrome extension).
To arrange the occasions we wished to trace, I went into the Occasions Supervisor > Occasion configuration > Set Up Occasions
From there, I may add the URL of our contact kind to pick the occasion I wished to trace.
It introduced up the web page, and I used to be in a position to reveal the motion I wished to trace to register it as an occasion.
That is what the URL key phrases choice seems like:
I chosen net component, since I wished to trace a button click on. Right here’s what the net component kind seems like:
That is the place I may set the occasion sort, then use “Choose set off component” to work together with the occasion on the webpage.
Within the case beneath, I linked clicking the “Submit” button to the occasion.
Contact kind submissions, AKA leads, was our North star metric and the one KPI that may actually justify this channel.
4-week check-in
After one other two weeks, I did a check-in with our account supervisor to get an outline of how we have been doing, and subsequent steps.
As of November 14, 2024, the duck meme was nonetheless on high with a 0.827% click-through charge (others settled at round 0.3x%) and $0.71 value per click on (others hovered round $0.9x).
I shut off all the opposite adverts, turned on a retargeting marketing campaign, and examined the duck meme with a special headline.
I chosen the Conversions goal for our retargeting marketing campaign. Reminder: After I created our authentic campaigns, I used the “Easy Create” marketing campaign creation move and didn’t specifiy this.
I created the viewers for the marketing campaign underneath Viewers Supervisor > New Viewers > Customized Viewers > Web site Retargeting (wished to focus on redditors who had visited our web site).
Below customized audiences, there have been additionally choices to add a buyer checklist, goal comparable Redditors, and retarget redditors who beforehand interacted with our adverts.
On our account supervisor’s suggestion, we set retargeting to web page views with a 90-day lookback interval.
Beneath are the opposite pixel occasions we may have chosen.
And not using a important bump involved kind submissions, this may be our final Reddit check till Q1.
Last outcomes from our Reddit adverts check
After one other week and a half on November 23, 2024, I made a decision to retain our best-performing advert alongside a retargeting advert utilizing the identical artistic indefinitely.
The principle causes have been:
1) Our clickthrough charge was up and clicks have been down, which meant much less spend for a extra related viewers.
2) Our contact kind submissions had began to climb as soon as once more, rivaling the preliminary bump we noticed, with much less spend.
3) Digging deeper, the variety of “good” (non-spam, in our ICP) leads have remained regular for the reason that retargeting advert launch on the 14th. On the twenty first, we obtained an inquiry that our co-founder shared for instance of our very best ICP.
Key classes from testing Reddit adverts
My greatest takeaways for this Reddit adverts experiment have been;
- It takes as a lot or as little time as you’re keen to place in. I used to be fearful it will be too time-consuming to start out, however a fast each day examine was sufficient to maintain us on observe and assist me get a really feel of which adverts have been performing (and which weren’t).
- Your artistic is every little thing, which our account supervisor confirmed as nicely. He talked about he used our duck meme for instance in one other name of what good content material seemed like for the group (proud second for us!)
- Because of the nature of how Redditors view adverts, it’s laborious to definitively observe outcomes. As an alternative, I had to take a look at correlations and monitor every little thing else what was taking place in advertising to make an informed guess about Reddit’s contribution to our pageviews and leads.
- Because it’s a comparatively new platform, it didn’t have the bloat and complexities that platforms like Google and Meta did. It was much less intimidating and I wasn’t fearful about lacking a legacy toggle nested three pages deep that may be make/break every little thing.
After a couple of weeks of testing Reddit and reviewing our funds, we determined to depart our duck meme advert and one retargeting advert on till Q1. I set spend limits so even when we solely examine again in Q1, we gained’t go over funds.
All-in-all, I’m glad Reddit was my first foray into the world of paid adverts. I used to be in a position to study a few of the fundamentals and observe what our account supervisor highlighted as most important to look at, to take as classes for different channels.
Subsequent, I plan to start out testing LinkedIn (increased cost-per-acquisition) and Meta within the new yr. Keep tuned!
Replace: Closing out our Reddit adverts experiment
January 29, 2025 replace
Now that we’ve virtually hit our funds for this experiment, I’ve determined to close off Reddit adverts and divert the spend to different paid channels with higher attribution and direct lead kinds. Listed below are a few of the highlights from that call.
On Reddit, with the Pixel put in, we noticed one end result (contact kind submission) for $591.83 from our retargeting advert.
In any other case, we noticed 3,114 clicks for $2,913.33 (about $0.94/click on). Our greatest performing advert acquired 1,552 clicks for $1,372.74 ($0.88/click on).
I attempted importing a target market checklist of emails, which is what boosted our success on different platforms, however Reddit was unable to match sufficient emails for a major pattern. That is to be anticipated from the nameless nature of Reddit (they don’t have my e mail both, and undoubtedly not any work emails).
Various paid channels
Compared, we noticed the next outcomes from different paid advert channels over a shorter time frame.
Google search adverts: 10 leads at $38.11 per lead. 184 clicks at $2.07 CPC.
I additionally lately arrange a devoted touchdown web page and kinds for the Google search adverts to separate all of the leads from this initiative. We’ll then be capable to examine emails towards our CRM down the road to see whole income that got here from this channel.
I plan to depart our key phrase campaigns up in some kind or one other as a everlasting initiative, and add a model marketing campaign in addition to a defensive technique.
Meta adverts: 19 leads throughout two campaigns at $24.44/lead (BOFU) and $50.85/lead (TOFU). These have been native kind submissions on the Fb and Instagram platforms, and we confirmed three up to now have been ICP. We additionally noticed a
Every time we alter the campaigns (refined our viewers, added new advert artistic, turned off adverts that have been getting plenty of spend with no conversions, constructed a local kind, and so on.) we noticed outcomes enhance. I anticipate these numbers to enhance additional earlier than it plateaus.
I anticipate Meta lead high quality to ultimately degrade as we attain most of our ICP on the platform. My hope is that after we attain our target market we convert them to clients in the event that they’re prepared to maneuver, or to our nurture channels (corresponding to e-newsletter) if not. Then, as soon as we discover leads are getting dearer with worse high quality, I’ll transfer advert spend to a different platform, and solely use Meta for well timed adverts (for instance, get your BFCM stock in).
LinkedIn adverts: We noticed 147 clicks at $16.78 CPC, and 118 “conversions” at $20.90/conversion. It’s vital to notice that early on, we outlined conversion as a go to to the web site.
To higher observe leads from LinkedIn, I launched a local LinkedIn lead technology kind, which up to now hasn’t gotten any kind fills.
LinkedIn takes an extended time to generate leads, and the platform is notoriously costly, so I plan to depart this working for a couple of extra months (not less than so long as our customary gross sales cycle) after which decide.
Podcast and e-newsletter sponsorships: We’re simply beginning this experiment, and may have extra leads to the approaching months.
General, we discovered that Reddit is sweet for pageviews and initially acquired us an oblique enhance involved kind submissions. Nevertheless, the dearth of native lead seize kinds for higher attribution, and costly value per conversion (in the best way we measure them) meant our advert funds could be higher spent elsewhere.
Testing paid adverts on Reddit was one in every of my 2024 experiments for MyFBAPrep. I had began build up our account by commenting and contributing to related subreddits, and by This fall we determined we may begin investing in a paid adverts experiment. I put aside $3,000 from our advertising funds to check the channel and overview the outcomes.
Right here’s how I examined, validated, and determined whether or not or to not add Reddit to our acquisition channels.
Desk of Contents
Preliminary Reddit adverts set-up
Initially, I wished to work with an knowledgeable as I had by no means managed paid acquisition earlier than, however the UI was surprisingly simple to work with.
To start, I dove in and created an advert account with our current profile, then chosen the easy account creation move.
After that, I crammed in a title/headline, selected a photograph, and added a CTA.
Subsequent was focusing on and supply, and I selected the related pursuits and subreddits to focus on.
I added subreddits I knew our viewers was on, specializing in a selected channel we specialised in (Amazon).
Then I entered our fee particulars.
I additionally went into the opposite settings and opted for the bottom value per click on for our funds.
After getting every little thing arrange, together with viewers and creatives, I arrange a name with the Reddit group to overview our settings. After they confirmed every little thing was arrange nicely, I left the adverts working for a couple of weeks to check.
Listed below are a very powerful issues I did in the course of the preliminary setup:
- Opted for subreddits I knew have been related to our goal audiences
- Added supply parameter for all hyperlinks, so it will append ?utm_source=reddit
- Un-checked dynamic viewers enlargement, not less than for the testing interval
I did not add key phrases, as a result of I wasn’t assured I wouldn’t seize the mistaken viewers with a few of them (ex. if I added “Amazon” I’d get r/antiwork views since Amazon introduced a return-to-office announcement).
Reddit Campaigns vs Advert Teams vs Adverts
I additionally discovered that Reddit adverts can “nest” into one another. Reddit has campaigns, advert teams, and particular person adverts.
Campaigns
Campaigns are the most important “bucket” on your adverts, and may include a number of adverts or advert teams. Traditionally, campaigns are the place you’ll be able to set objectives and budgets for every little thing nested underneath it.
These have been the totally different marketing campaign aims and their explanations. Since I used the “Easy Create” setup for our first campaigns, I didn’t specify this initially.
Advert teams
Advert Teams are bundles of comparable adverts that you could arrange particular parameters for, corresponding to your viewers, placements, timeline, and bidding. In Reddit, you may also arrange budgets and objectives inside an advert group. You need to have a marketing campaign to create an advert group.
Adverts
Adverts are the person adverts on Reddit. These adverts could be a part of an advert group or underneath a marketing campaign, and they’re single items that may have totally different headlines, CTAs, and different parameters. An advert should be added to an advert group.
Preliminary testing and adjusting
On October, 14, 2024, I arrange three totally different adverts to start out with.
- A This fall advert with a give attention to peak. This advert had a CTA to “Study Extra” that led to a bottom-of-the-funnel weblog publish on the subject. We examined an AI-generated picture for this.
- A generic advert with a give attention to our companies. This advert had a CTA to “Contact Us” that led to our contact kind. It had a cute duck.
- A model advert with a designed picture of our emblem and model colours, with a CTA to “Signal Up” for our e-newsletter.
Though there was an preliminary bump involved kind submissions, it flattened out after the primary week. We additionally didn’t see any contact kind submissions immediately tied to the Reddit UTM, however that won’t inform the entire story, becaue after I see an advert I’m excited by I lookup the model as an alternative.
Inside this era, we have been assigned an amazing account supervisor who was actually informative and despatched bi-weekly evaluation and options. He additionally did the preliminary examine of our adverts to substantiate every little thing was arrange as they need to be.
Two-week check-in (Oct 31, 2024)
After two weeks, our account supervisor despatched the next;
- In comparison with benchmarks on your vertical of .33% CTR, you’re performing above common!
- Your meme with the duck has a CTR of .58%! That’s nice to see and personally it is sensible, that meme actually conveys the story you are attempting to provide. Would suggest perhaps attempting out some AB testing and utilizing this artistic solely and testing out totally different headlines to see what they reply too.
At this level, the lovable duck advert was doing higher than the opposite two so I turned these off and changed them with;
The entire new adverts had “Contact Us” because the CTA and have been nested underneath our This fall advert group.
That is additionally after I arrange occasions within the Reddit Pixel.
Establishing Occasions with the Reddit Pixel
This was one more step of the method that was simpler than I anticipated. First, I added the Reddit Pixel to our Google Tag Supervisor utilizing the group template.
Then I examined that it was working with the Reddit Pixel Helper (a Chrome extension).
To arrange the occasions we wished to trace, I went into the Occasions Supervisor > Occasion configuration > Set Up Occasions
From there, I may add the URL of our contact kind to pick the occasion I wished to trace.
It introduced up the web page, and I used to be in a position to reveal the motion I wished to trace to register it as an occasion.
That is what the URL key phrases choice seems like:
I chosen net component, since I wished to trace a button click on. Right here’s what the net component kind seems like:
That is the place I may set the occasion sort, then use “Choose set off component” to work together with the occasion on the webpage.
Within the case beneath, I linked clicking the “Submit” button to the occasion.
Contact kind submissions, AKA leads, was our North star metric and the one KPI that may actually justify this channel.
4-week check-in
After one other two weeks, I did a check-in with our account supervisor to get an outline of how we have been doing, and subsequent steps.
As of November 14, 2024, the duck meme was nonetheless on high with a 0.827% click-through charge (others settled at round 0.3x%) and $0.71 value per click on (others hovered round $0.9x).
I shut off all the opposite adverts, turned on a retargeting marketing campaign, and examined the duck meme with a special headline.
I chosen the Conversions goal for our retargeting marketing campaign. Reminder: After I created our authentic campaigns, I used the “Easy Create” marketing campaign creation move and didn’t specifiy this.
I created the viewers for the marketing campaign underneath Viewers Supervisor > New Viewers > Customized Viewers > Web site Retargeting (wished to focus on redditors who had visited our web site).
Below customized audiences, there have been additionally choices to add a buyer checklist, goal comparable Redditors, and retarget redditors who beforehand interacted with our adverts.
On our account supervisor’s suggestion, we set retargeting to web page views with a 90-day lookback interval.
Beneath are the opposite pixel occasions we may have chosen.
And not using a important bump involved kind submissions, this may be our final Reddit check till Q1.
Last outcomes from our Reddit adverts check
After one other week and a half on November 23, 2024, I made a decision to retain our best-performing advert alongside a retargeting advert utilizing the identical artistic indefinitely.
The principle causes have been:
1) Our clickthrough charge was up and clicks have been down, which meant much less spend for a extra related viewers.
2) Our contact kind submissions had began to climb as soon as once more, rivaling the preliminary bump we noticed, with much less spend.
3) Digging deeper, the variety of “good” (non-spam, in our ICP) leads have remained regular for the reason that retargeting advert launch on the 14th. On the twenty first, we obtained an inquiry that our co-founder shared for instance of our very best ICP.
Key classes from testing Reddit adverts
My greatest takeaways for this Reddit adverts experiment have been;
- It takes as a lot or as little time as you’re keen to place in. I used to be fearful it will be too time-consuming to start out, however a fast each day examine was sufficient to maintain us on observe and assist me get a really feel of which adverts have been performing (and which weren’t).
- Your artistic is every little thing, which our account supervisor confirmed as nicely. He talked about he used our duck meme for instance in one other name of what good content material seemed like for the group (proud second for us!)
- Because of the nature of how Redditors view adverts, it’s laborious to definitively observe outcomes. As an alternative, I had to take a look at correlations and monitor every little thing else what was taking place in advertising to make an informed guess about Reddit’s contribution to our pageviews and leads.
- Because it’s a comparatively new platform, it didn’t have the bloat and complexities that platforms like Google and Meta did. It was much less intimidating and I wasn’t fearful about lacking a legacy toggle nested three pages deep that may be make/break every little thing.
After a couple of weeks of testing Reddit and reviewing our funds, we determined to depart our duck meme advert and one retargeting advert on till Q1. I set spend limits so even when we solely examine again in Q1, we gained’t go over funds.
All-in-all, I’m glad Reddit was my first foray into the world of paid adverts. I used to be in a position to study a few of the fundamentals and observe what our account supervisor highlighted as most important to look at, to take as classes for different channels.
Subsequent, I plan to start out testing LinkedIn (increased cost-per-acquisition) and Meta within the new yr. Keep tuned!
Replace: Closing out our Reddit adverts experiment
January 29, 2025 replace
Now that we’ve virtually hit our funds for this experiment, I’ve determined to close off Reddit adverts and divert the spend to different paid channels with higher attribution and direct lead kinds. Listed below are a few of the highlights from that call.
On Reddit, with the Pixel put in, we noticed one end result (contact kind submission) for $591.83 from our retargeting advert.
In any other case, we noticed 3,114 clicks for $2,913.33 (about $0.94/click on). Our greatest performing advert acquired 1,552 clicks for $1,372.74 ($0.88/click on).
I attempted importing a target market checklist of emails, which is what boosted our success on different platforms, however Reddit was unable to match sufficient emails for a major pattern. That is to be anticipated from the nameless nature of Reddit (they don’t have my e mail both, and undoubtedly not any work emails).
Various paid channels
Compared, we noticed the next outcomes from different paid advert channels over a shorter time frame.
Google search adverts: 10 leads at $38.11 per lead. 184 clicks at $2.07 CPC.
I additionally lately arrange a devoted touchdown web page and kinds for the Google search adverts to separate all of the leads from this initiative. We’ll then be capable to examine emails towards our CRM down the road to see whole income that got here from this channel.
I plan to depart our key phrase campaigns up in some kind or one other as a everlasting initiative, and add a model marketing campaign in addition to a defensive technique.
Meta adverts: 19 leads throughout two campaigns at $24.44/lead (BOFU) and $50.85/lead (TOFU). These have been native kind submissions on the Fb and Instagram platforms, and we confirmed three up to now have been ICP. We additionally noticed a
Every time we alter the campaigns (refined our viewers, added new advert artistic, turned off adverts that have been getting plenty of spend with no conversions, constructed a local kind, and so on.) we noticed outcomes enhance. I anticipate these numbers to enhance additional earlier than it plateaus.
I anticipate Meta lead high quality to ultimately degrade as we attain most of our ICP on the platform. My hope is that after we attain our target market we convert them to clients in the event that they’re prepared to maneuver, or to our nurture channels (corresponding to e-newsletter) if not. Then, as soon as we discover leads are getting dearer with worse high quality, I’ll transfer advert spend to a different platform, and solely use Meta for well timed adverts (for instance, get your BFCM stock in).
LinkedIn adverts: We noticed 147 clicks at $16.78 CPC, and 118 “conversions” at $20.90/conversion. It’s vital to notice that early on, we outlined conversion as a go to to the web site.
To higher observe leads from LinkedIn, I launched a local LinkedIn lead technology kind, which up to now hasn’t gotten any kind fills.
LinkedIn takes an extended time to generate leads, and the platform is notoriously costly, so I plan to depart this working for a couple of extra months (not less than so long as our customary gross sales cycle) after which decide.
Podcast and e-newsletter sponsorships: We’re simply beginning this experiment, and may have extra leads to the approaching months.
General, we discovered that Reddit is sweet for pageviews and initially acquired us an oblique enhance involved kind submissions. Nevertheless, the dearth of native lead seize kinds for higher attribution, and costly value per conversion (in the best way we measure them) meant our advert funds could be higher spent elsewhere.
