Testing paid adverts on Reddit was one among my 2024 experiments for MyFBAPrep. I had began build up our account by commenting and contributing to related subreddits, and by This autumn we determined we might begin investing in a paid adverts experiment. I put aside $3,000 from our advertising finances to check the channel and evaluate 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 skilled as I had by no means managed paid acquisition earlier than, however the UI was surprisingly straightforward to work with.
To start, I dove in and created an advert account with our present profile, then chosen the easy account creation circulate.
After that, I stuffed 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 cost particulars.
I additionally went into the opposite settings and opted for the bottom price per click on for our finances.
After getting every thing arrange, together with viewers and creatives, I arrange a name with the Reddit crew to evaluate our settings. After they confirmed every thing was arrange effectively, I left the adverts working for just a few weeks to check.
Listed below are a very powerful issues I did through 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 growth, 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 flawed viewers with a few of them (ex. if I added “Amazon” I would get r/antiwork views since Amazon introduced a return-to-office announcement).
Reddit Campaigns vs Advert Teams vs Adverts
I additionally realized 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 encompass a number of adverts or advert teams. Traditionally, campaigns are the place you’ll be able to set objectives and budgets for every thing nested below it.
These have been the totally different marketing campaign targets 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 which you could arrange particular parameters for, akin to your viewers, placements, timeline, and bidding. In Reddit, it’s also possible to arrange budgets and objectives inside an advert group. You will need to have a marketing campaign to create an advert group.
Adverts
Adverts are the person adverts on Reddit. These adverts might be a part of an advert group or below 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 begin with.
- A This autumn advert with a deal with peak. This advert had a CTA to “Be taught Extra” that led to a bottom-of-the-funnel weblog submit on the subject. We examined an AI-generated picture for this.
- A generic advert with a deal with our companies. This advert had a CTA to “Contact Us” that led to our contact type. It had a cute duck.
- A model advert with a designed picture of our brand and model colours, with a CTA to “Signal Up” for our publication.
Though there was an preliminary bump in touch type submissions, it flattened out after the primary week. We additionally didn’t see any contact type submissions immediately tied to the Reddit UTM, however that will not inform the entire story, becaue after I see an advert I’m concerned about I lookup the model as a substitute.
Inside this era, we have been assigned an important account supervisor who was actually informative and despatched bi-weekly evaluation and recommendations. He additionally did the preliminary test of our adverts to verify every 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 present. Would advocate 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 below our This autumn advert group.
That is additionally after I arrange occasions within the Reddit Pixel.
Organising 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 might add the URL of our contact type to pick out 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 appears like:
I chosen internet ingredient, since I wished to trace a button click on. Right here’s what the online ingredient type appears like:
That is the place I might set the occasion kind, then use “Choose set off ingredient” to work together with the occasion on the webpage.
Within the case under, I linked clicking the “Submit” button to the occasion.
Contact type submissions, AKA leads, was our North star metric and the one KPI that will 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 price 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 unique headline.
I chosen the Conversions goal for our retargeting marketing campaign. Reminder: After I created our unique campaigns, I used the “Easy Create” marketing campaign creation circulate and didn’t specifiy this.
I created the viewers for the marketing campaign below 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 listing, goal related 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.
Under are the opposite pixel occasions we might have chosen.
With no important bump in touch type submissions, this could be our final Reddit take a look at till Q1.
Closing outcomes from our Reddit adverts take a look at
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 primary 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 type 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 example of our supreme 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 prepared to place in. I used to be apprehensive it will be too time-consuming to begin, however a fast every day test 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 thing, which our account supervisor confirmed as effectively. He talked about he used our duck meme for example in one other name of what good content material seemed like for the group (proud second for us!)
- As a result of nature of how Redditors view adverts, it’s exhausting to definitively observe outcomes. As an alternative, I had to have a look at correlations and monitor every thing else what was occurring 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 apprehensive about lacking a legacy toggle nested three pages deep that will be make/break every thing.
After just a few weeks of testing Reddit and reviewing our finances, we determined to depart our duck meme advert and one retargeting advert on till Q1. I set spend limits so even when we solely test again in Q1, we received’t go over finances.
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 be taught 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 begin testing LinkedIn (increased cost-per-acquisition) and Meta within the new 12 months. Keep tuned!
Replace: Closing out our Reddit adverts experiment
January 29, 2025 replace
Now that we’ve nearly hit our finances 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 varieties. Listed below are a few of the highlights from that call.
On Reddit, with the Pixel put in, we noticed one outcome (contact type 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 received 1,552 clicks for $1,372.74 ($0.88/click on).
I attempted importing a target market listing of emails, which is what boosted our success on different platforms, however Reddit was unable to match sufficient emails for a big pattern. That is to be anticipated from the nameless nature of Reddit (they don’t have my electronic mail both, and positively 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 not too long ago arrange a devoted touchdown web page and varieties for the Google search adverts to separate all of the leads from this initiative. We’ll then be capable to test emails in opposition to our CRM down the road to see complete income that got here from this channel.
I plan to depart our key phrase campaigns up in some type 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 type submissions on the Fb and Instagram platforms, and we confirmed three up to now have been ICP. We additionally noticed a
Every time we modify the campaigns (refined our viewers, added new advert artistic, turned off adverts that have been getting a whole lot of spend with no conversions, constructed a local type, 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 finally degrade as we attain most of our ICP on the platform. My hope is that once we attain our target market we convert them to prospects in the event that they’re prepared to maneuver, or to our nurture channels (akin to publication) if not. Then, as soon as we discover leads are getting costlier 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 necessary to notice that early on, we outlined conversion as a go to to the web site.
To raised observe leads from LinkedIn, I launched a local LinkedIn lead technology type, which up to now hasn’t gotten any type fills.
LinkedIn takes an extended time to generate leads, and the platform is notoriously costly, so I plan to depart this working for just a few extra months (not less than so long as our commonplace gross sales cycle) after which decide.
Podcast and publication sponsorships: We’re simply beginning this experiment, and can have extra ends in the approaching months.
General, we discovered that Reddit is nice for pageviews and initially received us an oblique improve in touch type submissions. Nevertheless, the dearth of native lead seize varieties for higher attribution, and costly price per conversion (in the best way we measure them) meant our advert finances could be higher spent elsewhere.
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Testing paid adverts on Reddit was one among my 2024 experiments for MyFBAPrep. I had began build up our account by commenting and contributing to related subreddits, and by This autumn we determined we might begin investing in a paid adverts experiment. I put aside $3,000 from our advertising finances to check the channel and evaluate 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 skilled as I had by no means managed paid acquisition earlier than, however the UI was surprisingly straightforward to work with.
To start, I dove in and created an advert account with our present profile, then chosen the easy account creation circulate.
After that, I stuffed 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 cost particulars.
I additionally went into the opposite settings and opted for the bottom price per click on for our finances.
After getting every thing arrange, together with viewers and creatives, I arrange a name with the Reddit crew to evaluate our settings. After they confirmed every thing was arrange effectively, I left the adverts working for just a few weeks to check.
Listed below are a very powerful issues I did through 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 growth, 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 flawed viewers with a few of them (ex. if I added “Amazon” I would get r/antiwork views since Amazon introduced a return-to-office announcement).
Reddit Campaigns vs Advert Teams vs Adverts
I additionally realized 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 encompass a number of adverts or advert teams. Traditionally, campaigns are the place you’ll be able to set objectives and budgets for every thing nested below it.
These have been the totally different marketing campaign targets 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 which you could arrange particular parameters for, akin to your viewers, placements, timeline, and bidding. In Reddit, it’s also possible to arrange budgets and objectives inside an advert group. You will need to have a marketing campaign to create an advert group.
Adverts
Adverts are the person adverts on Reddit. These adverts might be a part of an advert group or below 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 begin with.
- A This autumn advert with a deal with peak. This advert had a CTA to “Be taught Extra” that led to a bottom-of-the-funnel weblog submit on the subject. We examined an AI-generated picture for this.
- A generic advert with a deal with our companies. This advert had a CTA to “Contact Us” that led to our contact type. It had a cute duck.
- A model advert with a designed picture of our brand and model colours, with a CTA to “Signal Up” for our publication.
Though there was an preliminary bump in touch type submissions, it flattened out after the primary week. We additionally didn’t see any contact type submissions immediately tied to the Reddit UTM, however that will not inform the entire story, becaue after I see an advert I’m concerned about I lookup the model as a substitute.
Inside this era, we have been assigned an important account supervisor who was actually informative and despatched bi-weekly evaluation and recommendations. He additionally did the preliminary test of our adverts to verify every 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 present. Would advocate 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 below our This autumn advert group.
That is additionally after I arrange occasions within the Reddit Pixel.
Organising 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 might add the URL of our contact type to pick out 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 appears like:
I chosen internet ingredient, since I wished to trace a button click on. Right here’s what the online ingredient type appears like:
That is the place I might set the occasion kind, then use “Choose set off ingredient” to work together with the occasion on the webpage.
Within the case under, I linked clicking the “Submit” button to the occasion.
Contact type submissions, AKA leads, was our North star metric and the one KPI that will 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 price 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 unique headline.
I chosen the Conversions goal for our retargeting marketing campaign. Reminder: After I created our unique campaigns, I used the “Easy Create” marketing campaign creation circulate and didn’t specifiy this.
I created the viewers for the marketing campaign below 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 listing, goal related 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.
Under are the opposite pixel occasions we might have chosen.
With no important bump in touch type submissions, this could be our final Reddit take a look at till Q1.
Closing outcomes from our Reddit adverts take a look at
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 primary 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 type 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 example of our supreme 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 prepared to place in. I used to be apprehensive it will be too time-consuming to begin, however a fast every day test 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 thing, which our account supervisor confirmed as effectively. He talked about he used our duck meme for example in one other name of what good content material seemed like for the group (proud second for us!)
- As a result of nature of how Redditors view adverts, it’s exhausting to definitively observe outcomes. As an alternative, I had to have a look at correlations and monitor every thing else what was occurring 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 apprehensive about lacking a legacy toggle nested three pages deep that will be make/break every thing.
After just a few weeks of testing Reddit and reviewing our finances, we determined to depart our duck meme advert and one retargeting advert on till Q1. I set spend limits so even when we solely test again in Q1, we received’t go over finances.
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 be taught 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 begin testing LinkedIn (increased cost-per-acquisition) and Meta within the new 12 months. Keep tuned!
Replace: Closing out our Reddit adverts experiment
January 29, 2025 replace
Now that we’ve nearly hit our finances 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 varieties. Listed below are a few of the highlights from that call.
On Reddit, with the Pixel put in, we noticed one outcome (contact type 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 received 1,552 clicks for $1,372.74 ($0.88/click on).
I attempted importing a target market listing of emails, which is what boosted our success on different platforms, however Reddit was unable to match sufficient emails for a big pattern. That is to be anticipated from the nameless nature of Reddit (they don’t have my electronic mail both, and positively 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 not too long ago arrange a devoted touchdown web page and varieties for the Google search adverts to separate all of the leads from this initiative. We’ll then be capable to test emails in opposition to our CRM down the road to see complete income that got here from this channel.
I plan to depart our key phrase campaigns up in some type 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 type submissions on the Fb and Instagram platforms, and we confirmed three up to now have been ICP. We additionally noticed a
Every time we modify the campaigns (refined our viewers, added new advert artistic, turned off adverts that have been getting a whole lot of spend with no conversions, constructed a local type, 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 finally degrade as we attain most of our ICP on the platform. My hope is that once we attain our target market we convert them to prospects in the event that they’re prepared to maneuver, or to our nurture channels (akin to publication) if not. Then, as soon as we discover leads are getting costlier 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 necessary to notice that early on, we outlined conversion as a go to to the web site.
To raised observe leads from LinkedIn, I launched a local LinkedIn lead technology type, which up to now hasn’t gotten any type fills.
LinkedIn takes an extended time to generate leads, and the platform is notoriously costly, so I plan to depart this working for just a few extra months (not less than so long as our commonplace gross sales cycle) after which decide.
Podcast and publication sponsorships: We’re simply beginning this experiment, and can have extra ends in the approaching months.
General, we discovered that Reddit is nice for pageviews and initially received us an oblique improve in touch type submissions. Nevertheless, the dearth of native lead seize varieties for higher attribution, and costly price per conversion (in the best way we measure them) meant our advert finances could be higher spent elsewhere.
