Recently I’ve got a client who wanted to test Reddit Ads for their newsletter growth.
They are happy with results so far, so wanted to share some tips here in case someone is looking to grow their newsletter as well.
Given:
– their previous ‘good’ result was $2.5 – $3 per confirmed newsletter subscriber via beehiiv referral network
– they had problems with scaling results (beehiiv had been running for quite some time already for them)
– funnel starts with newsletter where user can listen to stories and subscribe for app
Our results for 2 months:
– we managed to acquire 500+ users for less than $2 (with some creatives reaching $1.5)
– we found couple of more new angles (not used before) based on comments = for scaling next
– found some cool prompts to generate creatives and copy (via AI) = for scaling next
Problems:
– audience research takes some time (Reddit is more complex than FB in terms of targeting)
– less intuitive ads manager UI (again, compared to FB)
Lessons I learned:
- start narrow, don’t target huge subreddits – expand gradually
- don’t let reddit expand audience automatically
- use dynamic UTMs to track creatives
- use as many creative angles as you can (+ track their perforrmance)
- invest in your tracking/reporting (api scripts for reporting help us tremendously)
- learn what your target subreddits share. check top posts. analyze sentiments, language carefully
- expand GEO targeting if you can
- play with a CPC cap – it affects your performance significantly too
Overall it’s still work in progress, but even with current small volumes it works definitely better than referral program + better than FB (for this project). Looking to test more options while optimizing further.
Definitely recommend giving a test if you work with newsletters.
