Advertising Your Podcast on Reddit

Good Morning, Podcasters! We're all here trying to find new ways to increase our listenership. We want to find new ways to reach your audiences where they're at.

Reddit is a great place to find niche audiences because the audiences set up their own channels called, "subreddits."

For example, if you're trying to target people interested in Podcasting, there are some great subreddits like:

r/podcasting

r/podcasters

r/podcast

r/podcasts

r/podcastguestexchange

and some other audio-related subreddits

You can also target people who have an interest that is closely related to your show, set geographic targeting, and a number of other demographic features.

My Reddit Ad Campaign Experiments

Campaign 1:

My first campaign was optimized toward getting website clicks. I targeted users in the US, Canada, the UK, and Ireland. My ads featured the Good Morning, Podcasters logo, ran only in the news feed, and I targeted users in the above subreddits. I set a cost per click cap at $1 and I ran it for 7 days.

Results:

Impressions: 43,205

eCPM (effective cost per thousand): $1.41

Clicks: 89

Cost Per Click: $0.68

Click Thru Rate: 0.206%

Amount Spent: $60.80

Campaign 2:

The second campaign was also optimized for website traffic, targeted users in the US, Canada, the UK, and Ireland, and featured the Good Morning, Podcasters logo (albeit in a more optimized aspect ratio). I targeted users in the above subreddits. I set a cost per click cap at $0.50 and I ran it for 16 days. These ads ran in both the news feed and in conversations (comment threads).

Results:

Impressions: 243,791

eCPM (effective cost per thousand): $0.65

Clicks: 586

Cost Per Click: $0.27

Click Thru Rate: 0.240%

Amount Spent: $158.62

Overall, the campaigns would get an upvote from me. The second campaign obviously performed better - not just because of the extra spend, but because of running in-conversation and adding a more optimized, landscape aspect ratio on the ads.

If I run again, I will add another ad or two in order to A/B test the creative. I will also experiment with some of the other ad styles.

Wrapping it up

Reddit Ads are great because you can target very specific audiences whose interests are made very clear. The ad interface is clean and mostly straightforward with the exception of a couple of hidden important tools (like adding new ads to an ad group). It's much easier to navigate than Facebook's Ad Manager, LinkedIn's campaign creator, and Twitter's ad platform.

However, Facebook and Instagram give you many more ad options. I also feel like Reddit users are more skeptical about ads and less likely to click than they are on Facebook or Instagram, but that's just anecdotal... I've been a Reddit user for a long, long time.

If you have any questions about my experience, don't hesitate to email me or DM me.

Thanks for listening!