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Reddit AI-Driven Keyword Ad Targeting Follows Conversations


Reddit released a Keyword Targeting feature on Friday, giving advertisers another way to connect with those who engage across Reddit's communities.

Artificial intelligence provides the ability to identify precision in context.

The tools broaden contextual options for advertisers. Until now, keyword targeting has only been available on conversation placements, but starting today advertisers can use keyword targeting in feed and conversation placements.

Rather than serve ads to Reddit with users passively scrolling through a general feed, the company has provided advertisers with tools to place ads into specific conversations, where users are already discussing related topics.

AI Keyword Suggestions recommends relevant keywords based on the analysis of Reddit’s conversations.

The feature analyzes Reddit's network of conversations to recommend relevant keywords an advertiser might have overlooked. It suggests "high-performance keywords" -- expanding reach for performance that may not have been considered. 

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Keyword Targeting places ads within specific conversations to drive an estimated 30% higher conversion volumes. 

Dynamic Audience Expansion broadens reach while maintaining relevance. Multi-placement optimization uses machine learning to increase efficiency across feed and conversation placements, and Unified Targeting flow combines multiple targeting options within a single ad group.

Reddit is focused on data-driven full-funnel campaigns and leveraging Reddit Pro, which launched in March just prior to the company's initial public offering (IPO), according to Dan Salmon, lead for the U.S. internet research team.

Salomon attended Advertising Week this week, and said Reddit appeared on one panel, but the focus was on using performance advertising techniques for branding outcomes.

Ryan Brendle, Reddit global head of marketing science, spoke about how the company is seeing up to 20% improvement with large brands that are bringing more data insights to their upper funnel and branding strategies on the platform.

"Pro allows brands to better manage their organic presence on Reddit, including performance analytics and publishing tools," Salomon write in a research note. "Brendle noted that brands that are leveraging Reddit Pro ultimately have a better understanding of how to use advertising on the platform to augment and amplify its organic presence."

Salomon said Reddit estimates that 80% of its users want brands to engage in conversations, and 65% of Reddit users have favorable views of brands that engage with conversations on the platform.

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