Reddit Ads Targeting: Complete Guide to Audience Options

Key Takeaways: Reddit offers seven targeting layers: interest, community, keyword, custom audience, retargeting, lookalike, and location/device. Community targeting is Reddit's unique advantage, letting you reach users within specific subreddits they have self-selected into. Start with interest + community targeting in parallel to establish baselines, then layer in retargeting once your Reddit Pixel has sufficient data. Combining multiple targeting layers typically reduces CPA by 20-35% compared to single-layer targeting.

Why does Reddit Ads targeting matter?

Targeting is the single biggest determinant of Reddit Ads campaign success. The same ad creative can perform dramatically differently depending on which audience sees it. Reddit's targeting options are fundamentally different from other platforms because the platform is organized around topic-based communities rather than social connections.

This community structure creates targeting opportunities that no other ad platform can match. When you target a specific subreddit, you reach users who have actively chosen to join that community, indicating genuine interest in the topic. This self-selection creates audience quality that interest-based targeting on other platforms approximates but never truly matches.

What are all the Reddit Ads targeting options?

1. Interest targeting

Interest targeting reaches users based on the topics and categories they engage with across Reddit. Reddit categorizes user interests based on their subreddit memberships, content engagement, and browsing patterns.

Available interest categories include:

• Technology and computing
• Business and finance
• Gaming
• Entertainment
• Sports
• Health and fitness
• Food and cooking
• Travel
• Fashion and beauty
• Home and garden
• Automotive
• Education
• Science
• News and politics

Best practices for interest targeting:

• Start broad to establish baseline costs and engagement rates
• Narrow to specific interest subcategories based on performance data
• Combine related interests to reach users with overlapping affinities
• Exclude interests that attract irrelevant audiences

Interest targeting typically delivers CPMs of $2-$5 and is best suited for awareness campaigns where you want maximum reach within a broad topic area.

2. Community targeting

Community targeting is Reddit's most distinctive and powerful feature. It allows you to serve ads within specific subreddits, reaching users who are actively browsing communities related to your product or service.

How to select target communities:

1. List subreddits where your ideal customers participate
2. Check each subreddit's size and activity level in Reddit Ads Manager
3. Evaluate the relevance of discussions to your product or service
4. Review subreddit rules and culture to ensure your ad will be well-received
5. Test individual subreddits in separate ad groups to measure performance

Example community targeting strategies by industry:

B2B SaaS: r/SaaS, r/startups, r/entrepreneur, r/smallbusiness, r/marketing, r/sales, r/ProductManagement

E-commerce: Product-specific subreddits, r/BuyItForLife, r/deals, r/shutupandtakemymoney, category-specific communities

Gaming: r/gaming, r/pcgaming, genre-specific subreddits, platform-specific communities

Finance: r/personalfinance, r/investing, r/CreditCards, r/FinancialPlanning

Community targeting typically costs $3-$8 CPM and delivers higher engagement rates than interest targeting because users are actively browsing topic-relevant content when they see your ad.

3. Keyword targeting

Keyword targeting reaches users who have recently engaged with content containing specific terms. This allows you to target based on the actual topics users are reading and discussing, regardless of which subreddit they are in.

Keyword targeting strategies:

• Brand keywords: Target users discussing your brand or competitors
• Problem keywords: Target users discussing problems your product solves
• Category keywords: Target users engaging with content about your product category
• Intent keywords: Target users expressing purchase intent or recommendation requests

Best practices:

• Start with 20-30 keywords per campaign and refine based on performance
• Use phrase match rather than exact match for broader reach
• Include competitor brand names to capture comparison-shopping audiences
• Monitor which keywords drive the highest CTR and conversion rates

4. Custom audience targeting

Custom audiences allow you to upload your own data for matching against Reddit users:

Email list matching: Upload customer email lists to target existing customers or create suppression lists to avoid advertising to current subscribers.

Mobile advertising IDs: Upload device IDs for mobile app retargeting campaigns.

Best practices:

• Upload lists with at least 1,000 entries for viable audience sizes
• Update lists regularly to maintain accuracy
• Use customer lists for upsell campaigns and prospect lists for suppression
• Create separate campaigns for different customer segments

5. Reddit Pixel retargeting

The Reddit Pixel enables website-based retargeting, allowing you to re-engage users who have already visited your site.

Setting up retargeting audiences:

1. Install the Reddit Pixel on all website pages
2. Configure standard events (PageVisit, ViewContent, Lead, Purchase, AddToCart)
3. Create audience rules in Reddit Ads Manager:
   • All website visitors (last 7/14/30 days)
   • Visitors to specific pages (pricing, product, demo request)
   • Users who completed specific events (add to cart, lead form)
   • Users who visited but did not convert (exclusion-based)

Retargeting audience strategies:

Cart abandonment: Target users who added items to cart but did not purchase. Show ads featuring the products they considered with a compelling offer.

Pricing page visitors: Target users who viewed pricing but did not convert. Address common objections in your ad creative.

Blog readers: Target users who engaged with educational content. Move them down the funnel with case studies or product demos.

Trial expiration: Target free trial users approaching their expiration date with conversion-focused messaging.

6. Lookalike audiences

Lookalike audiences find Reddit users who share behavioral similarities with your existing customers or high-value website visitors.

Creating effective lookalikes:

1. Build a source audience from your best customers (highest LTV, most engaged)
2. Ensure the source audience has at least 1,000 users
3. Select similarity level (closer match = smaller but more relevant audience)
4. Test multiple lookalike audiences based on different source segments

Lookalike audiences are most effective when your source audience is clearly defined and your pixel has accumulated sufficient conversion data for Reddit's algorithm to identify meaningful patterns.

7. Location and device targeting

Standard demographic filters allow you to narrow by:

• Country, state, or metro area
• Device type: Desktop, mobile, tablet
• Operating system: iOS, Android, Windows, macOS
• Carrier: Specific mobile carriers

These filters are typically used as layers on top of other targeting methods rather than as primary targeting criteria.

How do you combine targeting layers effectively?

The layering strategy

The most effective Reddit Ads campaigns combine multiple targeting layers to create precisely defined audiences. However, over-layering restricts reach and can increase costs.

Recommended layering combinations:

Awareness campaigns: Interest targeting + location targeting (broad reach, lower CPM)

Consideration campaigns: Community targeting + keyword targeting (niche reach, higher relevance)

Conversion campaigns: Retargeting + lookalike audiences (high intent, best CPA)

Competitor conquest: Keyword targeting (competitor brand names) + community targeting (competitor user communities)

Testing framework

At GrowReddit, we recommend this systematic approach to targeting optimization:

Phase 1 (Weeks 1-2): Run interest targeting and community targeting campaigns in parallel with equal budgets. Identify which approach delivers better engagement and conversion metrics.

Phase 2 (Weeks 3-4): Add keyword targeting and begin building retargeting audiences from Pixel data. Test layering keywords on top of the winning Phase 1 targeting method.

Phase 3 (Weeks 5-8): Activate retargeting campaigns once audience sizes reach minimums. Create lookalike audiences from converters. Optimize bid strategies based on accumulated data.

Phase 4 (Ongoing): Continuously test new subreddits, interest categories, and keyword combinations. Refresh retargeting audiences. Scale budgets toward the highest-performing targeting combinations.

What targeting mistakes should you avoid?

Over-narrowing your audience

Combining too many targeting layers can reduce your audience to a size that cannot generate meaningful data. If Reddit estimates fewer than 10,000 users in your target audience, you likely need to broaden your targeting.

Ignoring negative targeting

Failing to exclude irrelevant subreddits or audiences wastes budget. Always exclude communities where your ads are unlikely to resonate and suppress existing customers from acquisition campaigns.

Static targeting

Running the same targeting configuration for months without testing alternatives leads to audience fatigue and rising costs. Refresh your targeting mix every 4-6 weeks with new subreddit tests, keyword additions, and audience updates.

Relying solely on broad targeting

While broad interest targeting is good for awareness, it should not be your only strategy. Layer in community and keyword targeting to reach higher-intent segments that convert more efficiently.

Need help building your Reddit Ads targeting strategy? GrowReddit's ads team designs custom targeting architectures for every client, using data-driven subreddit selection, keyword research, and audience building to maximize campaign performance. Get a free targeting audit for your Reddit Ads campaigns.