Keyword Suggestions, a solution that applies machine learning to allow advertisers on Reddit to expand their keyword lists by recommending relevant and targetable keywords, while filtering out keywords that aren't brand suitable, has been launched.
Available via the Reddit Ads Manager, Keyword Suggestions take the guesswork out of targeting, ranking each suggestion by monthly views on Reddit, and opening up an expanded list of relevant targeting possibilities to increase the reach and efficiency of campaigns.
The introduction of Keyword Suggestions follows the launch of Contextual Keyword Targeting in June, a feature that places brands alongside specified keywords as they appear across Reddit community discussions.
Keyword Suggestions are powered by advanced machine learning and natural language processing to drive the most relevant suggestions. This technology takes the original context of each keyword into consideration so that only those existing in a brand safe and suitable environment are served to advertisers.
This means machine learning is doing the heavy lifting, pulling from the Reddit posts and conversations that best match each advertiser’s specific needs. Most importantly, this allows advertisers to show the most relevant ads to the Reddit users who will be most interested in them.
Jim Squires, Reddit’s EVP of business marketing and growth, said the promise and potential of artificial intelligence, while exciting, has also elevated the value of real, human interactions and interests for both consumers and marketers.
"As we enter a new chapter in our industry and evolve beyond traditional signals, interest-based, contextually relevant targeting will be the most effective way to reach people where they’re most engaged,” he said.
“Powered by Reddit’s vast community of communities, which are segmented by interest and populated with highly engaged discussions, Keyword Suggestions leverages the richness of conversation on Reddit and provides advertisers with recommendations to easily and effectively target relevant audiences on our platform.”
In an effort to open up more of the depth and breadth of Reddit to advertisers, the social platform has also more than doubled the number of interests available for interest-based targeting, which will in turn give brands more optionality and creativity around their ads targeting strategy on Reddit.
Keyword Suggestions and Expanded Interest Targeting are available to all Reddit advertisers.
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