Reddit Ads Build: Subreddit Targeting and Conversions API

An ad group aimed at a hand-picked list of communities and the same creative on Reddit's interest categories do not produce the same cost per qualified lead. On the staffing and fitness accounts I run, the gap sits between two and three times, and the interest-targeted version spends its daily budget faster, which is why it looks healthy for about six days. This is the build engagement. You end up with an account structure, a targeting list with reasoning attached to every entry, tracking that survives browser restrictions, and a written run-book, so the work does not depend on my availability. How the account is structured: Campaigns split by conversion event. Ad groups map one to one to a community list, usually chosen for how the moderators behave rather than what the room is about. r/cscareerquestions and r/ITCareerQuestions look interchangeable in a keyword tool and behave nothing alike; one tolerates employer content, the other removes it, and the ad inherits the room's temper in the comment section either way. Automotive is sharper still: r/askcarsales is a trade room that treats dealer creative as an intrusion, while r/whatcarshouldIbuy is a buying-intent room with a different rule set and a different tolerance. The targeting list: Every community on the list arrives with a sentence saying why it is there, its ratio of daily comments to subscribers, and whether comments should be left open on ads placed in it. Rooms below roughly 8,000 daily comments per million subscribers are archives rather than conversations; they deliver impressions and no replies. You also get the exclusion list, which is usually longer, including the rooms your brand-safety vendor will not flag and your CMO will still be shown as a screenshot. Measurement: Reddit Pixel plus Conversions API with deduplication on event_id, so server and browser events do not double-count. I set the attribution window explicitly instead of accepting the account default, and every number in every report states which window produced it. Alongside that, one self-reported source field on your form or checkout. On four of the last five accounts, Reddit's self-reported share ran two to four times its last-click share. If your finance function will only accept last-click, say so on the intake call and we will both save the money. Creative: Written to be read by someone scrolling a community they chose to join. Text-first free-form ads, headlines under about sixty characters, no stock photography of people at whiteboards, no call to action a moderator would quote sarcastically. English and French written, not translated; translated French copy is identified in the comments of Quebec-facing ads within the hour. Not included: Conversation placement and AMA work, which is a separate engagement because it depends on staffed replies, and that is a decision about your team rather than your media. Organic community management. Posting from any account other than your verified brand profile. Landing page or applicant tracking changes, though I will tell you when the application flow is the problem, and on recruitment accounts it usually is. I will not: Post or comment as a private individual to warm a community, run creative in a room whose rules forbid it on the grounds that the ad system allows it, or accept a mandate to improve Reddit sentiment. Sentiment follows the product. Media does not buy it and the attempts are visible. Not for you if: Monthly Reddit budget is under about eight thousand dollars. Below that the account cannot separate signal from noise inside a quarter, and you are better served by one manual test I have no part in. Also wrong if the offer is a discount code on a two-week deadline. Reddit reads that as spam, and so do the moderators.