TechCrunch reports Reddit is testing ads in its search results.
Reddit lost more than a million search referrals a week in October, its CEO said last week, with Google’s AI search a suspected cause.
When fewer visitors arrive from Google, finding more ways to earn revenue from existing users makes sense.
That’s Reddit’s problem. Yours is different.
Search ads can work. Someone searching Reddit for “best running shoes” may be closer to buying than someone casually scrolling a feed.
But intent isn’t proof. These new placements haven’t shown that they produce profitable customers.
Buyer intent isn’t universal.
A keyword that converts profitably for your competitor may lose money for you. You have a different landing page, a different offer, and probably a different price point.
The keyword doesn’t determine profitability. Your entire sales process does.
This is why you test.
Don’t move your advertising budget just because Reddit is getting attention.
When these placements become available to you, run a small test. Set a fixed budget. Know what you can afford to pay for a customer.
Then measure what happens after the click.
Traffic isn’t revenue. Engagement isn’t profit. And a cheap click can become an expensive mistake.
If the numbers work, spend more. If they don’t, you’ve bought useful information at a small price.
Advertising isn’t about being where the crowd is. It’s about finding where your customers are.
Rock on.
Responding to Reddit tests ads in search results as traffic declines and growth concerns mount, TechCrunch