2d • General discussion
Things I have learned from doing Reddit ads for techy
Client - tech related but skewed towards laptop gamers and tech enthusiasts.
Have been working with this client for 2 years, so i have pretty much nailed targeting. Of course, I could optimize further, but right now it sounds like I need to optimize creatives rather than regular
- Not all gamers are equal
This might be specifically to this client, but because this product is aimed towards laptop gamers, it means that console, phone or even desktop gamers (PCMasterRace FTW) are not equal. That means the targeting needs to be aimed specifically at subreddits which are laptop related. Some of the target subreddits are directly related to laptops, some are brand communities but they are overtaken by laptop users. This means that subreddits like r/pcmasterrace might be fun to target, but they would not be interested in laptop related product.
I also chosed only community targeting because 55% (this months data) of the reddit total traffic is from un-registered users, so we know that our target audience will definetely use our target communities for specific laptop related questions. ;)
- Each country has different conversion rate
This was actually a big game changer. Of course, we'd like to think that product could be sold with the same conversion rate throughout different countries. Sadly this is not the case.
I mixed Reddit ads country data with Shopify to cross check the countries with lowest CPA and highest Conversion rate to target people with highest chance of the purchase.
I also went with this route, because CPM is different from each country and while the conversion rate might be the same, having ads in US is WAY more expensive than somewhere in Europe (US has about $20 CPM while Europe has like $4).
- Memes- great way to start the conversion
I have found out that for awareness campaigns memes are awesome to create interest (works for almost any brand). The key is to find out which type of ads perform the best. I'll be honest, I have made dozens of meme ads and only 3-4 have really worked very well.
How to do it- think what are the main benefits of using the product. Write them down and go through https://imgflip.com/memetemplates memes and try to make as many as you can. Pro tip- to not get sued because IP (yes, memes technically have IP), i'd suggest to use AI to re-create memes in different designs OR use photoshop. ;)
- Shock therapy (memes)
Further continue the previous point- if your meme can create a shock about how you showcase your product , it will be SHARED. At the time of the writing i think one of my most controversial meme got something like 1.8k shares and several screenshots put on several subreddits (free ad space)... :D
This is not for everyone but more controversial your ad will be- better for overall engagement and traffic.
Disclaimer- do not use religious, political, racial or any other mentions because it would be a PR disaster for you and your brand...
- Remarketing- sales
This is not specific to this client, but your remarketing banners need to be different. The trend that I have noticed is that for remarketing audience you can actually use little bit more corporate creatives (Meta style ads).
- Gamers love to troll, so troll back
I'm probably one of the few people who open Reddit comments and engage with users. I'd say that tech users are one of the biggest ASCII lovers (some will understand this). So rather than deleting these troll comments, I'd actually suggest to engage and make fun of them. One of my favorite answers is:
"ohhh... is it cold"... or
"your parents would be ashamed to have such a wonderful person create such unoriginal comment, they always thought of you being the best and i believe in your random person that you can be better version of yourself, only if you believe yourself".
After couple of comments people actually back off and the amount of trolls actually disappear and actually good questions start to pop in.
Good news- comments correlate with CPA. More comments you get, lower your CPA. ;)
- Shipping/ taxes pay a big role (including shipping embargo)
The biggest issue with physical product will always be shipping. This should be considered when setting up campaigns. There isn't a software (yet) that could estimate how many US, UK or CAN members are in each subreddit... So if your warehouse is in UK but need to ship to US, the consumer will have additional taxes and shipping thus the conversion rate (and CPA) would increase. In my situation- this does not matter (long story) but this is a big topic regarding many businesses. Keep this in mind when setting up your audience.
- uBlock screws advertisers
Gamers (just like regular people) hate ads but I have noticed the trend that they are using uBlock (or similar ad blocking tools) way more often than regular consumer. Take this in mind if you wish to target tech users. I know that mobile web browsers like Brave have built in ad blockers so be aware what kind of software they are using.
For those who are unaware- Ad blocking softwares can interfere with your Reddit tracking or they won't see your ad at all.
- Organic marketing
For this specific client I'm doing both- organic and ads. Sometimes new people will see your ad and they will start asking questions about your product. This is your time to shine- help, answer and guide them. Do not sell because this is where they build trust. Personally I think that is an awesome way to promote your product/ service. You are not just answering one person- you are actually speaking to hundreds, if not thousands, of people who will see the post and your comment, so use it wisely.
- US audience is expensive
This is something that might not be US specific but CPM on US is WAY More expensive. What Reddit rep suggest (thanks Mack for this idea) to have US and rest of the world in different ad group. This way I could have dedicated and controlled budget for US (which converted but ads weren't prioritized because of high CPM)
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That is all from me. I have probably forgotten a thing or two but generally speaking- this is it what I can say about this specific Reddit audience. Some of the things that I mentioned could be used in other industries as well, but that needs to be figured out on your own.
If you got any questions- let me know, i might be able to help you.
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Things I have learned from doing Reddit ads for techy
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