Lab / Ads Platform Manual

Reddit Ads Mission Manual

Reddit demands authenticity and community alignment. This manual ensures campaigns respect subreddit culture while meeting acquisition targets.

Campaign structure

Split campaigns by objective: Brand Awareness, Traffic, Conversions, App Installs, or Video Views.
Use ad group naming: [Objective]-[Subreddit/Interest]-[Creative]-[Iteration].
Separate prospecting vs retargeting ad groups for clean reporting.

Community targeting

Hand-select subreddits with active moderation and relevant discussions; avoid broad interest targeting for sensitive products.
Engage moderators early if planning AMA or sponsored posts. Provide value-first content.
Monitor comments multiple times per day; respond with transparent, human voice.

Creative guidance

Use conversational headlines and direct benefit statements. Include UTM tracking in destination URLs.
For video, keep under 15 seconds with text overlays since sound is often muted.
Test text posts vs. image posts; some subreddits prefer minimal imagery.

Measurement and safety

Install Reddit Pixel events via GTM (PageVisit, ViewContent, AddToCart, Purchase, Lead).
Enable the Conversion API for server events when dealing with high-value conversions.
Set brand safety filters to exclude sensitive inventory; review placements weekly.

Optimization rituals

Daily: Check comment sentiment and escalate issues to community or PR teams.
Weekly: Adjust bids based on cost per qualified visit and conversion rate; rotate creative variants.
Monthly: Host AMA or community engagement events to support awareness flight.

Pre-launch checklist

Pixel validated across funnel events.
Community guidelines reviewed for each target subreddit.
Comment moderation workflow and escalation chart approved.
Budget pacing and anomaly alerts configured.