Reddit has introduced a new Keyword Targeting feature for advertisers. This update builds on Reddit's Contextual Keyword Targeting which allows advertisers to show ads based on the context of conversations, not just the subreddits.

Previously, keyword targeting was limited to conversation placements. Now, advertisers can use keyword targeting in both feed and conversation placements. Ads can now appear when users are scrolling through their feeds.

Reddit says this update lets advertisers place ads directly in these spots. “Whether it's in the feed or within specific conversation threads, your ads fit seamlessly with the right user.”

Reddit also introduced other tools to improve keyword targeting.

Audience expansion

Reddit says this feature uses AI to extend the ad's reach beyond the keywords chosen. Reddit's AI analyzes signals like user behavior and ad performance. The platform claims that it shows ads to more users likely to engage.

As Reddit explains, “This AI-driven system finds users who are likely to engage with your ad based on a variety of signals, including ad creative and user behavior.”

Placement expansion 

The platform says that placement expansion uses machine learning and ensures that ads appear in the most effective place. These ads can appear in the feed or within specific conversation threads.

AI keyword suggestions 

This tool analyzes Reddit’s conversation data to suggest additional keywords for advertisers. The feature will “recommend relevant keywords you might have overlooked.” 

Campaign management tool

Reddit says it has also simplified its campaign management feature. Advertisers can now combine keywords, communities, and interests within a single ad group. According to Reddit, the feature will simplify how advertisers manage their campaigns.