YouTube has long outgrown the boundaries of a simple video hosting and entertainment platform. Today, it is one of the most powerful advertising platforms in the world, ideally suited for promoting both B2C and B2B segments through YouTube ads for business.

YouTube in Numbers (2024–2025 Data*)

• Globally, there are approximately 64 million active YouTube channels that regularly publish videos. Around 42,000 of them have over one million subscribers, while nearly 400,000 channels exceed 100,000 subscribers.
• Daily video consumption on YouTube exceeds 1 billion hours watched, excluding Shorts.
• Each month, the platform is visited by more than 2.7 billion users with a wide variety of interests and needs.
• Approximately 63% of all views come from mobile devices.

YouTube’s massive reach is driven not only by its own user base but also by its deep integration with Gmail and the Android ecosystem. A Google account is required for full access to YouTube, while the large number of active Android devices ensures seamless access to content anytime and anywhere. Together, these elements create a vast infrastructure for digital communication. At the same time, the absence of secondary features such as messengers allows YouTube to maintain a strong focus on its core function—video consumption.

The following table presents key audience and device metrics that clearly illustrate these interconnections.

Sources: SQ Magazine, DemandSage, WorldPopulationReview, Statista, and others. The value ranges are due to differences in measurement methodologies and evaluation systems.

For businesses, this means that YouTube ads for business offer not just massive reach, but direct access to a mobile, highly engaged, content-driven audience that is already prepared for various types of interactions – from purchasing consumer goods to making complex B2B decisions.

In this article, we take an in-depth look at why YouTube advertising has become so popular, which ad formats are available, how to set up an advertising campaign, how much it costs, and how to promote your channel and videos effectively. You will receive practical, actionable recommendations and answers to the most frequently asked questions from INTEG experts.

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YouTube, Google Ads, and Advertising Opportunities

The uniqueness of YouTube lies not only in its large and diverse audience. YouTube is a full-fledged advertising ecosystem deeply integrated into Google Ads. 

This integration allows advertisers to launch campaigns with precise targeting based on demographics, interests, job titles, location, and user behavior. At the same time, businesses gain flexibility in ad formats, from 6-second bumper ads to large-scale influencer integrations, making YouTube ads for business suitable for both brand awareness and performance-driven campaigns.

Key Advantages

The platform stands out for its advanced technological capabilities and strong advertising potential. It is suitable for both large-scale brand campaigns and highly targeted B2B promotion. In terms of cost, advertising on YouTube remains more affordable than traditional media in most niches, often delivering higher efficiency at a lower price.

• YouTube supports multi-format promotion, including video ads, search, recommendations, and more. Businesses can grow not only through paid advertising but also organically via playlists, live streams, and curated thematic collections.
• Short-form vertical YouTube Shorts, which generate billions of views daily, attract younger, highly active users and open new opportunities for product placement.
• For precise targeting and ad delivery optimization, the platform leverages artificial intelligence, significantly increasing campaign performance – one of the key strengths of YouTube ads for business.
• High user engagement and interactivity further drive conversions. Features such as CTA buttons, automated end screens, clickable links, QR codes, and other interactive elements enable direct interaction with content and facilitate fast transitions to landing pages or channels.

Video ad campaigns also allow advertisers to reach audiences beyond YouTube itself, displaying ads on Google’s partner video platforms within the Google TV network. As a result, YouTube delivers massive reach combined with highly accurate targeting powered by Google Ads, making it a uniquely effective marketing channel that stands out from other advertising platforms.

Looking for a data-driven YouTube promotion strategy with a clear budget and the right ad formats for your business? Leave a request, and we will prepare a tailored solution specifically for your company.

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In-Stream (TrueView)

The classic format familiar to every YouTube user. Video ads can run before, during, or after the main content. There are two options:

• Skippable (after 5 seconds)
• Non-skippable (ad duration up to 15 seconds)

The key feature of TrueView is that advertisers pay only for views—either when the viewer watches the ad to the end or for at least 30 seconds. This makes it highly convenient for budget optimization and effective for YouTube ads for business campaigns.

Bumper Ads

Bumper Ads are 6-second, non-skippable video ads. They are designed to increase brand awareness and work well as reminders or in sequential campaigns. According to Google research, bumper ads can boost brand awareness by 20–30% at minimal cost per impression.

Video Discovery (formerly In-Display)

These ads appear in YouTube search results, on the homepage, and alongside relevant videos. Users see a thumbnail and text and choose whether to click. This format is ideal for promoting educational videos, webinars, or product reviews.

Video Discovery (formerly In-Display)

These ads appear in YouTube search results, on the homepage, and alongside relevant videos. Users see a thumbnail and text and choose whether to click. This format is ideal for promoting educational videos, webinars, or product reviews.

Masthead

Masthead ads allow advertisers to showcase native video advertising for a product, service, or brand on YouTube’s homepage feed.

Advertisers can choose between two payment options: CPM (cost per thousand impressions) and fixed rate per hour of display

Important: Masthead is a premium ad format available only through Google representatives and requires a significant budget. Prices vary depending on the market, season, and competition, ranging from tens of thousands to hundreds of thousands of dollars per campaign. Due to frequent changes in pricing conditions and the individualized approach to cost, it is recommended to confirm the exact price directly with a Google account manager when planning your campaign.

Overlay and Display Ads

Banner formats that complement video content:

• Overlay – a semi-transparent banner at the bottom of the video player
• Display – a banner displayed to the right of the video (desktop only)

These formats work as supporting ads: they are less engaging than video ads but help retain audience attention and increase frequency of impressions, enhancing overall campaign effectiveness.

Shorts Ads

YouTube actively promotes the Shorts format (similar to Instagram Reels and TikTok videos). According to Google’s 2024 report, daily Shorts views exceeded 50 billion, and in 2025 this number grew to 200 billion (Neil Mohan, Cannes Lions). Advertising in short vertical videos is rapidly gaining popularity.

For businesses, Shorts ads offer a unique opportunity to reach a new audience segment that prefers quick, digestible content, making them a valuable addition to business YouTube ad strategies.

Out-Stream

A specialized ad format optimized for mobile devices that is not used directly within the YouTube interface. Video ads using YouTube content can appear as Out-Stream ads outside of the platform on partner apps and websites, allowing advertisers to extend reach beyond YouTube while leveraging familiar video content for their campaigns.

Comparing Ad Formats: Which to Choose

Recommendation: If your goal is B2B lead generation, start with In-Stream (TrueView) ads and test Video Discovery simultaneously. Bumper Ads are best used for audience “warm-up” campaigns.

Keep in mind: ad formats can be used individually or as part of multi-format campaigns. The choice depends on your campaign objectives, budget, and target audience.

Native Advertising and Influencer Integrations

This format deserves special attention. Native advertising involves the organic integration of a brand or product into a creator’s content, so that the promotion feels like a natural part of the video rather than a separate ad.

This approach – without overt promotional calls-to-action helps avoid audience irritation, increase brand awareness, and build trust in the brand or product. The key factors are choosing the right channel and careful planning and calculations, which are essential for effective YouTube ads for business campaigns.

How to Find YouTube Blogs for Advertising: Selection Criteria and ROI Calculation

Before purchasing advertising on a channel, it is essential to assess the potential and effectiveness of the integration. First, key metrics are collected – audience reach, average watch time, number of clicks on links, and other indicators, which can be checked via specialized analytics tools or requested directly from the creator.

For example, a blogger may have an audience of 100,000 and report an average of 300 clicks on sponsored links. The advertiser evaluates this figure and forecasts conversion e.g., 20% of these clicks result in actual orders, yielding approximately 60 orders, of which around 40 lead to completed sales.

Next, the average transaction value is considered (let’s assume $1,200 per sale). Based on these numbers, the potential revenue can be calculated: 40 sales × $1,200 = $48,000.

If the cost of integrating with the influencer is $3,600, given these metrics, the business is likely to achieve a strong ROI, making it a profitable investment within a YouTube ads-for-business strategy.

Distribution Channels and Placements: What’s the Difference and How They Are Related

When launching  YouTube ads for business, it is essential to understand distribution channels and placements and how to use them to maximize campaign effectiveness.

Distribution channels are a broad concept that describes areas (or directions) where ads are shown within the YouTube + Google ecosystem. Placements are specific locations where ads appear within these channels. For example, in the channel “Video Content on YouTube,” individual videos or channels serve as placements.

There are three main distribution channels, each serving a specific purpose and suitable for different stages of the marketing funnel.

Thus, when launching a campaign through Google Ads, advertisers first select distribution channels to reach their target audience at a broad level, and then refine their choices using placements to target the audience more precisely.

Understanding this hierarchy helps to plan campaign strategy and tactics effectively, balancing broad reach with precise ad placements for maximum impact.

How to Place Ads on YouTube: Step-by-Step Guide

Setting up YouTube ads for business is a multifaceted task that requires careful attention to detail. The main work is done in the Google Ads interface: here, you select your campaign objective, ad format, targeting, and bids, then upload your video (or use a URL) and launch the campaign.

This article cannot cover all the nuances and secrets of YouTube advertising. We provide general guidance to help you understand the process. However, you can always reach out to us if you have questions or need assistance with launching and optimizing your video campaigns. Our team supports you at every stage—from creative development and initial setup to detailed performance analysis and campaign optimization.

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We don’t just launch ads – we carefully craft a strategy: we write the script and build a video funnel tailored to a specific product, designing a structured rollout. Typically, this involves a series of 7–10 logically connected videos that guide viewers from awareness to decision-making. After launching the campaign in Google Ads, we closely monitor performance metrics and optimize the funnel to improve subscriptions, leads, and sales at every stage.

Now, let’s provide a brief overview of the main steps to help you start managing your own YouTube ads for business campaigns.

1. Preparation Before Launch

Before setting up and launching a campaign, make sure you have:

• A registered and fully set-up Google Ads account, with payment information added
• Your video ad ready on your channel (or as a file on your computer in the correct resolution)
• Conversion tracking configured (Google Ads / GA4) to accurately measure results
• Defined campaign KPIs during marketing planning (reach, traffic, leads, installs, etc.)

The last two points will speed up the campaign setup and improve analytics accuracy.

2. Choosing the Campaign Goal and Type

Before configuring your campaign in Google Ads, select the primary objective (e.g., brand awareness, website traffic, lead generation) and create a Video campaign. The chosen objective determines available subtypes and optimization options (CPV/CPM/Target CPA, etc.), which are critical for running effective YouTube ads for business.

Note: Since July 2025, classic video campaigns (Video Action) have evolved. Google replaced them with Demand Gen campaigns. This is a more advanced campaign type that uses automated targeting, AI, and a multi-format strategy.

A single campaign may include:

• In-Stream, Bumper, and Discovery video ads
• Image banners and carousel ads
• Ads in Gmail and Google Discover

The format adapts to the user’s device and placement.

In practice, this means reaching a broader audience with diverse behaviors and increasing conversion opportunities. According to forecasts, combining video and image ads can boost conversion rates by approximately 20% compared to older formats.

The main objective of Demand Gen campaigns is not to make an immediate sale, but to generate interest in a product or brand, warm up the audience, and gradually guide them toward action.

3. Setting Up the Campaign Structure (Campaign → Ad Groups → Ads)

A Google Ads campaign has a hierarchical structure consisting of three levels, which help organize the campaign effectively and manage the budget efficiently.

1. Campaign – the top level. Here you define the overall budget, geographic targeting, ad type (e.g., video or text ads), and the main campaign objectives.
2. Ad Groups – subdivisions within the campaign where ads with similar targeting settings (e.g., by interests or keywords) and bids are grouped. This allows you to segment audiences and test different approaches.
3. Ads – the actual creative materials shown to users. Within an ad group, it’s usually best to create multiple creative variations to test which performs better.

The standard setup logic is: one campaign = one overall objective + several ad groups. Each ad group contains its own set of audiences and creatives.

In the initial iterations, it is recommended to test 2–3 creative variations and 2–3 audience segments.

4. Keywords in Search Ads and Conversion Actions

Keywords are words and phrases that the system uses to match your ad with users’ search queries on Google.

Google Ads offers three main keyword match types, which affect reach and targeting precision:

• Broad match – maximum reach; ads show for similar, synonymous, and variant queries (default).
• Phrase match – medium reach/relevance; the keyword appears in the user query in the exact order, but additional words may appear before or after.
• Exact match – maximum relevance; the ad shows only when the user query exactly matches the keyword or a close variant.

Choosing and grouping keywords correctly allows you to show ads to users genuinely interested in your offer, balancing reach and relevance.

It is also important to use negative keywords — words or phrases you want to exclude from the campaign to avoid wasting budget on irrelevant traffic. For example:

• For a corporate software developer, negative keywords might include “free,” “download,” “torrent” to filter users looking for pirated or free versions.
• For a cloud service or platform, negative keywords like “review,” “read reviews,” “forum,” “bugs” help avoid users seeking information rather than making a purchase.

ou can also set up conversion tracking (leads, calls, purchases). This allows the system to record these actions and optimize campaigns, enabling the use of automated bidding strategies to maximize results.

5. Targeting – How to Choose Your Audience

Available campaign targeting options include geography, demographics, interests/topics, keywords, remarketing audiences, and custom intent/look-alike lists. For B2B, it is advisable to use a combined approach. For example: demographics/geography + professional interests + remarketing/look-alike lists.

6. Uploading Creatives and Setting Up Ads

When creating an ad, choose a video from your linked channel or provide a URL, then add the title, CTA, and end screen. For specific features (e.g., view-based remarketing, tracking organic performance), it is helpful to link your YouTube channel with your Google Ads account. Instructions for linking can be found in Google’s support documentation.

7. Budget and Bidding

Choose a daily or total campaign budget and a bidding strategy. Available bidding options include:

• CPV (Cost Per View) – pay per video view. Suitable for testing and reach campaigns.
• CPM (Cost Per Mille) – pay per thousand impressions. Ideal for brand awareness campaigns.
• Target CPA – pay for specific target actions, such as a CTA click or link click. Typically used for established accounts with experience and sufficient budget.
• Maximize Conversions – automatically sets bids to maximize conversions within the budget. Recommended for mature campaigns with historical data, when scaling results with minimal manual intervention.

If the main goal is brand awareness, CPM is commonly used. For lead generation, use Target CPA or Maximize Conversions.

Recommendation: Start with a test budget (minimum 7–14 days) to accumulate data and optimize effectively.

8. Testing and Optimization (A/B)

Test creatives, video length, and the first 5–10 seconds (hook). Pay attention to the following metrics:

• View Rate (VTR) – the percentage of completed video views (to the end or specific markers: 50%, 75%, 100%). Indicates audience engagement. High VTR shows that the ad captured viewers’ interest.
• CTR (Click-Through Rate) – measures how many users clicked on the ad, indicating interaction and interest.
• CPV/CPM – measure cost per view or thousand impressions, but do not directly reflect engagement.
• Conversions (Conversion Rate) – percentage of desired actions (leads, purchases) taken after viewing the ad.

It is almost always best to run 2–3 test variations simultaneously to determine which performs best in terms of media metrics and conversions, then scale the winning creative.

Recommendation: first, analyze audience response and relevance through basic metrics (VTR, CTR, watch time), then evaluate business effectiveness via CPL (cost per lead), ROAS (return on ad spend), and actual sales.

9. Reporting and Analytics

Connect conversion export to Google Ads, link your campaigns with GA4, and set up UTM parameters for destination URLs. Track view-through conversions (actions taken after viewing the ad) and interactions with elements (CTA clicks, subscriptions), as these affect pricing and optimization.

Recommendation: for B2B companies, it is essential to target industry-specific interests and channels, use long-form lead generation in video ads, and implement a sequence of touchpoints (start with a short awareness video, then follow up with a longer conversion-focused video). Essentially, you are creating a micro-funnel that gradually guides a potential client toward closing a deal.

10. Creative Quality Control

Ensure your video meets technical and content requirements:

• Correct resolution, duration, and aspect ratio
• Clear call-to-action (CTA)
• Suitable for the selected ad format

Detailed technical specifications can be found in Google Ads support.

If you want to maximize ROI for every dollar spent on advertising, contact INTEG for professional promotion! We offer influential creatives, precise targeting, and careful budget management, delivering a strategy that generates real contracts.

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Promoting Your YouTube Channel and Videos

Running ads is only half the battle. To ensure your videos consistently generate leads and sales, it is crucial to build a systematic channel promotion strategy. This involves a combination of:

SEO optimization of videos + organic promotion + paid campaigns.

Organic Promotion

1. Playlists – Group videos by topics to increase watch time across your channel.
2. Collaborations – Invite external experts and partners to attract additional PPC-traffic from their audiences.
3. Mutual mentions and cross-posting – Share videos on websites, social media, and email newsletters to expand reach.
4. Shorts – Use short vertical videos; YouTube actively promotes Shorts via its algorithm, enabling rapid reach growth.

Paid Video Promotion

When using paid methods, it is essential to allocate the budget correctly and choose a sound strategy. Here are a few tips:

• Promote videos with the highest retention potential first so that the algorithm "boosts" the channel more effectively.
• Use In-Feed ads (Discovery Ads) for promotion on search pages and in the recommendation block. This format works explicitly to drive organic growth.
• Create a combination of In-Stream + Discovery. The first provides rapid reach, while the second stimulates organic views and subscriptions.
• Build a mini video funnel and test Video Ad Sequencing: the first video for brand awareness, the second for a detailed product (service) demonstration, and the third with a call to action.

Important! We do not recommend using paid promotion solely to gain subscribers or increase view counts. Experience shows that this leads to a complete loss of organic reach. Paid promotion should be applied only to specific product videos or to redirect the audience to other communication channels, such as Telegram.

Example of a video funnel. For a SaaS service specializing in document automation, you could launch:

1. SEO optimization of the channel for relevant keywords (e.g., "electronic document management," "business automation");
2. A series of review videos + 5 Shorts featuring real client case studies, displayed in a specific sequence;
3. A Discovery Ads campaign for a pilot video to test the audience's reaction and adjust the creative.

Based on our practice, we can make a forecast. With this approach, over a period of 3–4 months, there is every chance to increase the number of subscribers by 1.5x+, reduce the average lead acquisition cost by 18–25%, and start receiving up to 20% of incoming leads from organic YouTube traffic.

Cases That Delivered Results

For B2B businesses, YouTube can become a powerful promotion channel if you correctly choose the format, target specific goals (leads, sales, awareness), and test different creatives. Below are several successful cases from our practice.

B2B Segment

A CRM system developer (SaaS company in the USA) tested YouTube video ads using the In-Stream (TrueView) format with pay-per-action. A 30-second video called for users to sign up for a free demo. With a $15,000 budget, the campaign generated over 2,200 leads at an average cost per conversion of $6.8. A 27% increase in CTR was also noted compared to search advertising.

E-commerce

A central marketplace used short 6-second Bumper Ads alongside retargeting via Google Ads. Within 2 months, the advertising campaign (AC) delivered a 12% increase in sales in the Fashion category. Additionally, post-campaign respondent surveys showed increased brand awareness.

Service Provider from Germany

The advertiser launched a series of educational videos highlighting the benefits of IT outsourcing and the cost savings from reduced technical support costs. The videos were launched in a sequence tailored to different stages of decision-making—from awareness to readiness for contact. With a budget of approximately €10,000, the campaign generated 47 qualified leads, with the average cost per lead at about €212. Within 6 months of launch (bearing in mind the long B2B decision-making cycle), 4 major new contracts were signed, resulting in 7% revenue growth.

Influencer Integrations

A Russian technology company promoting cloud services placed native integrations in reviews on two YouTube channels in the "IT and Business" segment. The placement cost was approximately 500,000 rubles. As a result, the company received over 100 new leads via unique promo codes, and every ruble invested returned 2.6 rubles in profit.

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* According to reviews from services such as SocialBlade, VidIQ, Backlinko, as well as marketing articles and analyses (Wyzowl, Backlinko, etc.).

** Source: benchmark reviews and Google Ads format documentation.

We have already published several articles about international advertising platforms. In particular, we reviewed Medium and promotion on LinkedIn, explained how to promote a business in the US via Quora and Reddit, and explored growth opportunities through Facebook and YouTube. Today, we turn our attention to Yelp – another popular platform that B2B companies often overlook, despite its strong potential for Yelp marketing for business.

The platform positions itself as a review and local discovery service, helping users choose companies, services, restaurants, and other local providers based on ratings and recommendations from real customers. This clear focus on local intent makes Yelp especially valuable for Yelp marketing in the US, Europe, and Canada. For entrepreneurs and companies looking to expand beyond their home markets, Yelp for business can become a powerful tool for reputation management, lead generation, and revenue growth. To illustrate this, let’s take a closer look at the numbers.

Yelp: Key Facts and Figures

The website yelp.com  was launched in 2004 and initially focused on the San Francisco market. Over time, its geographic reach expanded, and today the platform officially operates in more than 30 countries across North and South America, Europe, and parts of Asia—making it a strong foundation for Yelp marketing for business targeting international markets.

• According to the platform’s own data for 2024, monthly traffic exceeds 76 million visitors, while third-party researchers estimate between 75 and 133+ million visits per month. In any case, for a platform focused on local search intent, this is an impressive scale and a solid foundation for Yelp marketing for business.
• Approximately 48% of visitors access the platform from mobile devices (by the way, the Yelp mobile app has been downloaded more than 250 million times). This is an important factor to consider when planning Yelp marketing strategies.
• The audience is active and financially capable. The core segment (around 45%) falls within the 25–44 age group (based on independent studies by Statista and Semrush for 2024).
• The majority of businesses and users on the platform are concentrated in the United States (93–99% of total traffic, according to various estimates), followed by Canada, the United Kingdom, and several other countries, primarily English-speaking and associated with the European market. This geography makes Yelp for business especially relevant for companies targeting these regions.
• In total, more than 308 million reviews have been published on the site as of December 2024. Every day, around 55,000–60,000 new reviews appear on yelp.com. This is the platform’s core asset, shaping user trust and the search relevance of business listings—key elements of effective Yelp marketing.
• Yelp’s market capitalization is approximately $2.13 billion (according to public sources as of October 2025), indicating platform stability and a high level of investor confidence.

Please note: Studies show that adding each additional star to a company’s rating increases average revenue by 5–9%, while listings with up-to-date photos receive 30–40% more views. The conclusion is obvious: commercial success is directly linked to high-quality promotion through Yelp business advertising.

82% of users hire a service provider or make a purchase from a business found on Yelp within seven days. With Yelp Ads, companies can increase the number of potential leads by up to four times.

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Yelp for Business: Free and Paid Marketing and Advertising Tools

After assessing the scale and capabilities of the platform, it is time to discuss how to use it for growing your company. Yelp for business offers both free and paid features that help businesses effectively attract customers, manage their reputation, and promote services in local markets across the United States, Canada, and Europe using Yelp marketing and Yelp business advertising tools.

Creating and Managing a Business Profile

Yelp for business provides every company with the opportunity to create a free profile (listing) – a dedicated page containing information about the business. In the profile, you can add (and later edit):

• Company and service descriptions
• Photos and videos
• Contact details, location, and business hours
• Service features (selected from standard attributes such as “delivery” or “online ordering”)
• The option for customers to ask questions

The sidebar displays a button for price inquiries and contact information, as well as a Google map showing the service area. This is standard functionality available for free to all users. Additional metrics, such as response time and speed of answering inquiries or bookings, are usually included in premium packages to highlight the business and make it more attractive to clients.

Tip: To make your profile more effective at attracting customers, fill in as much information as possible and update it regularly. According to Yelp, detailed profiles receive up to 35% more clicks.

How to Register a Yelp Business Page and Claim Your Business

The platform offers two types of business pages (listings):

• New – if the business does not yet have a page on the platform
• Claimed – if the business already exists on Yelp, but the owner wants to manage the profile data

The registration and claiming process is done through the Yelp for Business menu.

Choose the appropriate option: Add a Business or Claim your business for free.

Using these steps is the first stage of effective Yelp marketing for business, allowing companies to take control of their profiles and implement targeted Yelp marketing strategies.

The system will prompt you to enter your brand name to check whether it is already listed on the platform.

You can complete the registration from scratch and/or claim an existing business by following the on-screen instructions.

We won’t go into step-by-step instructions – the process is straightforward. You just need to answer the system’s questions and provide the required information.

During a new registration, the system may find a similar business and suggest that you claim your business.

Tip: You will need to verify your registration using a code sent to your phone. Therefore, make sure to provide a real phone number, as well as the exact company address and details – otherwise, your page may not pass moderation.

Moderation and approval of new pages usually take up to 24 hours.

Once your free business page is registered and verified, it will appear in organic search results. Users searching for products and services in your specified area can find you through category, keyword, and location searches.

If the 20+ free Yelp for Business tools are not enough for promotion, you can purchase access to premium features and run Yelp Ads.

By claiming your business, the owner gains access to additional tools (such as photo uploads) and the ability to keep the profile updated with current information.

How to Optimize Your Listing and Get More Views and Leads

Optimizing your profile in this way is an essential part of effective Yelp marketing for business. Here are some simple recommendations to help your business stand out on the platform:

• Choose the right categories. You can add up to three categories, and it’s better to select specific ones rather than general ones. For example, for an IT company, use precise categories like Software Development, IT Services, and Business Consulting instead of the broad Technology.
• Add services and options. Show users how your business meets customer needs. If your category supports adding services, you will see available options (e.g., Offers delivery, ASL proficient, Accepts PayPal, etc.).
• Use location-based keywords. Include city and neighborhood names in your description where your business is physically present or provides services.
• Regularly update your listing. Respond promptly to reviews, upload photos showcasing both the exterior and interior of your business, and encourage users to leave check-ins.

Getting Reviews and Managing Your Reputation

Reviews are a key resource on the platform. Positive feedback from real customers builds trust and influences users’ decisions when searching for services in their area. Responding to negative reviews shows your care and commitment to improving service, helping maintain customer loyalty.

Tip: Encourage satisfied customers to leave reviews on your profile. Always respond to all comments, even if the feedback is negative. Tools for monitoring and responding to reviews are available in the Yelp for Business dashboard.

Integration with Other Services

Reviews from the platform can be embedded on your corporate website – Yelp provides the necessary APIs and widgets. Such integrations not only strengthen visitor trust but also improve SEO.

Regular updates, responding to questions, replying to reviews, and integrations all help you promote your business on Yelp for free. However, there are also paid features that can increase your chances of expanding your customer base.

Engaging with Users via Yelp Connect

Yelp Connect is a paid platform tool that helps maintain communication with users who have shown interest in your business. It allows companies to share news and updates, inform about promotions, special offers, and more with potential customers.

Posts can be created directly on the site or via the mobile app (Yelp Connect tab). There is also the option to add CTA buttons so followers can call your office, request a price, or go directly to your company website from the post.

The functionality includes collecting data on interactions with posts, including information about follower demographics and the places they visit.

Additionally, when using the tool, a company gains the opportunity to promote through personalized messaging.

Yelp can become a source of lead generation, but the key factor is not just the platform itself, but the strategy. It’s important to be present not everywhere, but in the right places.

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Quora is an American question and answer platform with social networking features. It was specifically created as a place where any user could ask a question, and other forum participants could answer it. Answers can be commented on by all participants in the discussion, which helps create a discussion. Quora uses an algorithm for ranking the value of answers, which is based on the user reputation system.

The service appeared in the public domain in 2010 and in 14 years it has grown to be one of the largest portals in the world with a monthly online of 400 million active visitors. Of course, Quora is not as big as Meta, Linkedin or even Reddit, but its main advantage is that users are specifically looking for answers to their questions here, which means that businesses have excellent opportunities for promotion, obtaining PPC traffic and attracting attention to their services.

Quora statistics

According to the portal's official data, more than 67% of visitors use Quora to study products and search for information about brands. The portal discusses more than 300 thousand topics, which means you can find almost anything.

• Number of unique visitors per month – 547 million.
• Views – 1.3 billion.
• Average visit duration – 7 minutes 42 seconds (2 times longer than on Linkedin).
• Mobile devices – 80% of traffic, approximately 1 billion views.

Quora gets its main traffic from search engines – about 54%, and another 44% are direct clicks. The remaining 2% come from emails, social networks, and referral links. These same 2 percent include traffic from advertising, which accounts for up to 2.6 thousand clicks per month.

Quora audience

Approximately 41% of Quora's active audience is in the United States, or 148 million people. India is a confident second place with 100 million, and Europe is third with 70.5 million.

Quora age audience:

• 18-24 years – 27.28%
• 25-34 years – 29.45%
• 35-44 years – 17.8%
• 45-54 years – 11.99%

The greatest interest for businesses is presented by users aged 25 to 44. These are the people who invest and earn the most. In other words, almost half of the platform's audience can be considered a target.

About 56% of visitors are men and 44% are women. The education statistics are impressive: 64% of users state that they have a higher education in their profile, and 28% indicate that they have a college education.

About 60% of Quora advertisers are B2B (business to business) companies and 40% are B2C (business to client).

By the way, Quora Business claims that ad conversions on the platform are 4 times higher than on other advertising platforms. If this is true, the prospects for placing ads here seem very promising.

Quora advertising account

To run ads on Quora, you need to register in the advertising account. Click the "Get started" button and proceed to the first step of registration.

The first step is to provide an account name and email address to work with.

Next, Quora will ask you to describe your business, specify the country and currency in which you will pay for advertising. The list of countries includes Russia, Ukraine and almost all the republics of the former USSR, but you won’t be able to pay for advertising in their currencies. I recommend choosing the dollar or euro to avoid unnecessary problems at the transaction stage.

After filling in all the fields, click the “Start advertising” button and you will be taken to the main menu of the advertising account.

Main menu of the Quora advertising account

You can manage your Quora advertising tools and settings using the menu at the top of the screen.

It is divided into 6 parts:

• Manage Ads – the main screen of the advertising account. Here you can see advertising campaigns and a graph of statistics on them.
• Pixel & events – a menu with settings for Quora Pixel – a tool for tracking conversions on the site.
• Audiences – a menu where you can collect and configure audiences for display, create remarketing lists. Remarketing on Quora is showing ads to users who have already interacted with our site or are in their contact lists.
• Lead gen – setting up the transfer of data on potential clients to any CRM system using the Zapier service.
• Reporting is a section where you can view detailed statistics on advertising campaigns and prepare reports.
• Conversion API is a tool for improving conversion matching. It can be used to increase the profitability of advertising costs.

The structure of the advertising account is the same as on other platforms:

1. The advertising account is available after creating an account (Ads Manager)
2. Advertising campaigns are available in the account (Campaign)
3. In advertising campaigns, you can create ad groups (Ad Set)
4. Individual ads are available in ad groups

Before you start creating ad campaigns, I recommend setting up Quora Pixel. To do this, go to the second tab "Pixel & events".

Setting up Quora Pixel

Quora Pixel is a conversion tracking tool. It is a piece of code that needs to be installed on the site. To proceed to installation, click "Setup Pixel".

In the next step, we will be asked to choose one of two installation options: independently or with the help of a partner.

Partner assistance means installing additional trackers that can be provided by companies that professionally work in the field of conversion tracking. Quora Pixel uses cookies, which may not always be received. Advertisers who use partner assistance can add partner trackers to their creatives to confirm the validity of advertising traffic provided by the Quora ad server, as well as receive additional tracking data.

To review the capabilities of Quora Pixel, we will select the self-installation option. Click the Next button.

In the next step, we will be asked to select the conversion type we want to track. There are nine of them:

1. Generic
2. Purchase
3. Generate lead
4. Complete Registration
5. Add Payment Info
6. Add To Cart
7. Add To Wishlist
8. Initiate Checkout
9. Search

Nine types of standard conversions are more than, for example, Meta (Facebook), where you can track 8 target actions, but significantly less than Yandex LLC with its two hundred actions. For a platform that is a question and answer service, the functionality is quite decent.

By the way, after setting up Quora Pixel, I recommend installing the Conversion API tool. This is a tool for tracking the so-called actual conversion. When there is a gap between the CRM system and the advertising system, you can use it to create a custom setting. You can go to the installation via the item in the main menu.

Creating audiences on Quora

Before we explore the advertising campaign tools, let's see what options Quora offers for setting up audiences for remarketing. In the main menu, select Audiences and then click Create Audience.

We get to a screen where three different methods of collecting an audience are offered:

• Based on our website traffic.
• Based on “similar” users.
• Based on an existing contact list.

The first point. Go to the audience settings menu based on website traffic. Here we specify the name, short description and select the filter type for traffic. It is possible to choose one of 4 standard types or custom settings.

The standard types are as follows:

• All site visitors.
• Those who visited specific pages.
• Those who visited specific pages (with the ability to exclude specific user groups).
• Conversion and event-based remarketing.

Standard filter types allow you to create audiences based on visit time frames, exclude and include different user groups, and create lists based on conversions. In custom mode, you can exclude and add individual users or entire groups to the audience.

The second point – these are audiences of “similar” users. They are created based on lists of site visitors. In the corresponding Quora menu, you can specify an audience that has already been created and select a percentage from 1% to 10%, which determines how similar the new audience will be.

The third point is the ability to upload your own files with already created user lists.

Here are a few simple rules:

• The data must be in a CSV file.
• No header is needed.
• Only one email address per line.
• For optimal targeting, CSV files should contain at least 200 email addresses.
• CSV files can contain a maximum of 4 million rows.
• The email domain name should not contain any spaces or quotation marks around the email address (example: testquora@gmail.com).

Setting up an advertising campaign

To start creating an ad, you need to click on the "New campaign" button, which is located in the upper right corner of the main menu. Immediately after that, the settings menu opens. It is divided into 5 consecutive steps:

1. Campaign - name and objectives of the campaign
2. Ad set - creating an ad group
3. Ad - creating ads
4. Payment Method - specifying payment details
5. Review ads - viewing the created ad

Now, more details on each.

Step 1. Campaign creation menu

The campaign creation menu opens first. First of all, we specify the name and select the advertising objective.

There are 6 goals available:

• Traffic Boost. Cost models: CPC (cost per click) or CPM (cost per 1,000 views).
• Conversion Optimization. Cost models: CPC, CPM, or conversion optimization.
• Video Views. Cost models: CPM or optimization for video views.
• Quora Brand Awareness. Cost models: CPC, CPM, or conversion optimization.
• Lead Generation. Cost models: CPC, CPM, or conversion optimization.
• App Download and Install. Cost models: CPC, CPM, or conversion optimization.

After selecting a goal, you can set a spending limit. There are options for maximum limit on daily budget and for the whole campaign. In the menu "schedule" you can choose immediate start or set calendar frames.

Step 2. Ad group creation menu

Here, too, first of all, we indicate the name for the group of future ads, and then proceed directly to the target settings.

Geotargeting

Geotargeting settings are possible for a specific country, city, state or province, economic zone (for the USA). You can select a postal code.

Here it is worth paying attention to the fact that the available locations open after typing the first letters. An obvious advantage of Quora is the popularity of this service in the Middle East and Southeast Asia. For example, if we type Israel in the line, it turns out that it is quite accessible for targeting. The same can be said about the United Arab Emirates, Thailand, Indonesia, Singapore and other countries from these regions. You can also target ads to Australia and New Zealand. Targeting these countries is allowed, unlike, for example, Telegram Ads, in which ad impressions are often limited by the region of registration.

You can specify up to 1,700 locations for targeting. Let me remind you that Quora is most popular in the US, India, and Europe. These locations account for three quarters of all traffic. If you want to exclude some countries or regions, you need to specify them in the "Excluded locations" field.

Gender targeting

Everything is quite simple here: you can choose men, women and "unknown gender". When choosing the latter, those users who did not specify their gender during registration will also be taken into account.

Targeting topics, keywords or questions

You can optimize impressions for specific discussion topics and questions, or you can select keywords. Keyword targeting is a form of contextual targeting. Ads will appear next to all topics that match the specified keywords, including question pages and questions shown in the feed. You can specify up to 10,000 keywords for targeting and up to 2,000 keywords to exclude.

This raises the possibility that Quora uses DMP data exchange with various large platforms that collect data on users' personal interests on the web. Such data is collected, for example, by Google. Understanding this data layer is crucial for integrating Quora advertising into a broader strategy that includes comprehensive google seo services, ensuring your owned content ranks for the same high-intent queries you target here.

Targeting users' interests and search queries

There are 4 options for optimizing impressions:

• Interests – impressions for users with specific interests. To see what topics of interest you can specify, click "Bulk add" next to the input field and type a topic for guidance. Quora will offer all possible options. You can specify up to 2000 interests in one ad set, but there is no way to collect narrow audiences that would be interested in, for example, 3-4 topics at once.
• Keywords – retargeting users who viewed topics with the specified keywords. Here you need to specify the keywords themselves, you can add exceptions and a time period, for example, views in the last 30 days.
• Question history – retargeting users who viewed the specified questions on Quora. If, again, you click on "Bulk add", select a topic and click "next", the service will offer the top pool of questions on this topic with an approximate number of views.
• Answer history - retargeting to users who viewed the specified answers. Here you need to specify a link to a specific answer.

Retargeting to previously created audiences and broad targeting

In the same menu, you can select audiences for retargeting that were created earlier and optimize impressions for a wide audience. In particular, it is possible to use the auto-targeting option: Quora will show ads to a certain circle of users who are most likely to be interested in the content of your ads and website landing pages. It makes sense to use this tool when there is no clear understanding of who to target ads to.

Target exclusions

This menu allows you to exclude certain questions and previously created audiences from being shown. The principle of filling in the fields is the same as in the previous menus.

Selecting an advertising placement location

Next, we select the preferred location for the ads. There are only two options:

• News Feeds – ads will be displayed in the user's personalized feed on Quora.
• Questions – ads will be displayed next to questions and answers on the site.

Then we specify the mobile platforms and desktop browsers on which we want to display our ads, if necessary.

Selecting a bid

And we complete the setup by choosing a bid. For all 6 goals, Quora offers a pay-per-1000 views model – CPM. Pay-per-click CPC is available for five goals, for video advertising instead – optimization for video views. If you select lead generation as a goal, then the pay-per-lead model will be available. For some goals, the conversion optimization model is available.

The minimum bid for all payment models is 0.01 euros. The recommended bid is always shown next to the fill field.

Step 3. Creative creation menu

There are only 4 types of creatives you can create on Quora:

• Image Ad – ads with an image
• Video Ad – video ads
• Text Ad – text ads
• Promote an answer – promoting an answer to a question

All 4 types have similar settings. The only difference is the type of media file we are going to add.

To create an ad, you need to fill in the fields:

• Business name — business name. Specify next to the ad.
• Headline sentence — ad title. Maximum 65 characters.
• Body text — ad text. Maximum 105 characters.
• Call to Action — call to action. You won't be able to write it yourself. You can choose one of 16 suggested options in the drop-down list.
• Choose image — upload a media file and logo (optional).
• URL formatting — link to the landing page of our website.
• Impression tracking — link to the tracker for tracking impressions. This option is associated with the use of partner services for tracking conversions.

How adding the main creative elements changes the composition can be seen in the preview on the right side of the screen. The preview is shown in both desktop and mobile versions.

Step 4. Payment method

After the creative is created, we move on to the fourth step - choosing a payment method. Here in the "Check business information" field, you need to specify the type of business, add addresses and postal codes, fill in the card details.

As for the types of business, there are 6 options to choose from:

• Advertising agency
• Commercial organization with a legal address
• Government agency
• Individual or entrepreneur without a legal address
• Non-profit organization
• Other

Regardless of the type selected, there is only one payment method - using a credit or debit card.

Pros and cons of Quora advertising account

In general, the capabilities of the Quora advertising account look quite decent even against the background of similar services from Meta and Linkedin. First, about the pros:

1. Quora has a large reach in the so-called MENA region (North Africa + Middle East). It is possible to target advertising, for example, to Israel and the United Arab Emirates. The service has quite large audiences in the countries of Southeast Asia (24 million). However, it should be remembered that there are quite a lot of immigrants from India in the UAE and Southeast Asia. They are the ones who present themselves as the English-speaking audience in these countries, so the effectiveness of targeting should be tested in practice in any case.
2. The advertising account has contextual targeting, which I consider a serious advantage. At the same time, you can specify up to 10,000 keywords, which definitely adds value. Other platforms, even if they offer contextual targeting, often allow adding 20-60 phrases, which means you have to specify only high-frequency keywords.
3. The minimum price for the CPM model is 1 euro cent, but in practice it was not possible to launch advertising at this price. With worldwide coverage (150-200 million) for specific interests, it was possible to launch advertising using the CPM model for a third of the cost of the minimum recommended by the system. That is, when the system recommended 2.8 €, it was possible to start at a rate of 0.90 €. Geotargeting to New York State and narrowing the coverage to 50-60 thousand people increased the system's recommended minimum to 8.16 €, but in the end it was also possible to show advertising for about a third of the minimum, that is, 2.5 €.

Now about the cons.

1. No language targeting. Quora offers 24 languages ​​for its interface in the settings, but only English is available for targeting. Considering that this is an American question and answer service, this is not surprising. It is what it is.
2. There is no age targeting. Now this is a little surprising. That is, when creating an advertising campaign, I cannot, for example, target audiences aged 20 to 50. Maybe this feature will appear in future updates.

Important information for those who are taking their company to other markets

• We run a channel in Telegram, where we share our team’s experience and publish cases on entering foreign markets.
• A guide with an overview of PR platforms in the CIS for promoting business in the IT segment can be downloaded for freehere.
• Our paid guide to foreign marketing is available at this link.

What is Reddit

Reddit is a popular social platform in the US and Western Europe that combines the functions of a forum, a social network, and public media. On this portal, any user can create their own community of interests, a sub-reddit, where they can publish original content or discuss third-party materials from the Internet. Reddit cannot be called a professionally oriented social network, like Linkedin or Xing. It is rather a collection of interest groups. In the Russian-speaking segment of the Internet, the Pikabu platform operates on similar principles.

Despite its apparent informality, the platform has enormous marketing potential. Active participation in relevant communities (subreddits) allows you to interact directly with your target audience, build expert authority, and generate traffic to your website. For businesses seeking to conquer the Western market, integrating Reddit strategies into comprehensive SEO services can be a powerful tool for building a personal brand, gathering feedback, and obtaining high-quality external links.

Reddit statistics

Reddit is one of the most promising portals for promotion in the US, given its scale and reach. The platform ranks tenth in the ranking of global online services at the beginning of 2024, next to Wikipedia (9th place) and Discord (11th place).

• 208 million pages in Google's index
• 70 million visitors per day
• 433 million views per day
• 128 million keywords in organic traffic
• Over 20 million backlinks.

By the way, the huge number of backlinks makes Reddit one of the most authoritative domains in the world. In the first quarter of 2024, the authority rating was 92 out of 100. The higher the authority, the higher the visibility of pages in search engines.

Reddit audience

The US audience is 48% of all portal users. At least once a month, a third of all Americans, about 100 million people, visit the platform. About 7% each come from the UK and Canada, 4.5% from Australia, 3% from Germany.

Reddit's age audience:

• 18-24 years old – 33%;
• 24-35 years old – 33.5%;
• 35-44 years old – 16%.

From a business point of view, the most attractive audience is the 24-44 age group. These are the people who actively earn and invest. That is, almost 50% of the portal users can be considered as a potential audience for targeting.

• 80% of platform users indicate that they have higher education in their profile.
• 8% indicated that they use Reddit for professional communication.
• 17% of users use the portal to follow the content of certain companies and brands.
• The average user income is approximately $6,200 per month.

In other words, it is possible and necessary to work with advertising on Reddit in the USA. The targeting capabilities of the advertising account are relatively small, if compared, for example, with Meta (Facebook), but the service is constantly evolving, new opportunities and options appear.

Setting up a Reddit ADS campaign

The first thing Reddit offers us after clicking on the “Create campaign” button is a menu where you can choose a simple creation path “in literally three steps” or an option with advanced settings. The division into simple and advanced methods is traditional for both Western social networks and those focused on the CIS countries.

Easy way of creation

The first step is to create a creative. The simplified template offers to add one photo or video and create a title no longer than 300 characters. The text has a funny feature - there is no way to break it into paragraphs. A text of 300 characters can hardly be called a canvas, so the nuance is not critical. It is possible to specify a link for an advertising redirect and choose one of the proposed call to action options. You can disable comments with a checkmark if you do not want to moderate them later.

The second step is to select an audience for retargeting. You can launch ads by region (country, state, etc.) or specify social groups by interest. Both methods are available at once, meaning you can combine them. Next, specify the daily budget. The minimum amount is $5. A pop-up hint warns that the actual amount may be 20% higher. Depending on the daily budget and region, the menu on the right side of the page generates approximate audience reach and probable clicks. Of course, these figures are just a guide and are not a guarantee. It is possible to set the start and end dates of the advertising campaign.

The third step is to specify the payment method. There is only a form for linking a credit card. Reddit offers other payment methods only for some countries.

It should be noted right away that the advanced version of creating an advertising campaign has many more settings. If you are seriously working with advertising budgets, it is better to first study the advanced settings menu.

Advanced way of creation

The advanced settings menu is divided into three parts. The first is creating the name and goals of the campaign, the second is setting up impressions by groups, and the third is specifying payment details.

Name and objectives of the advertising campaign

The first step is to indicate the name of the advertising campaign (up to 200 characters) and put a check mark if the advertisement relates to real estate, HR recruitment or finance.

Step two – choose a campaign goal. Depending on the goal you choose, Reddit will set the optimization model and the payment model.

There are 6 targets available at the beginning of 2024:

1. Brand awareness and audience reach. Optimizes the advertising campaign with a focus on a wide audience for display. The CPM model is the cost per 1000 impressions.
2. Increasing traffic to the target site. Here Reddit promises to select an audience that is likely to click on the ad. The CPC model is pay per click.
3. Conversion optimization. The advertising account will display information about the target actions of visitors to the site (orders, purchases, etc.). Additionally, Reddit offers to install the Reddit Pixel tool on the target site to track conversion. The CPC model is pay per click.
4. Optimization for video views. The CPV model is pay per view of the video.
5. Downloading and installing the application. The account will allow you to track how often users have installed the application you offered. The CPC model is pay per click. When choosing this objective, you can specify the URL of the application in the App Store or Google Play to link its ID to the ad group.
6. Catalog promotion. The ability to add products to the catalog menu and track the purchase or order of products. In the second quarter of 2024, this objective was still in beta testing. CPC model - cost per click.

In order to track conversion, you will have to install Reddit Pixel on your site anyway. To do this, in the third menu item, find and click the "Install Reddit Pixel" button.

Next, a step-by-step menu for setting up and installing the tool will appear. The menu is easy to navigate and provides detailed instructions on how to set conversion rates.

There are eight standard conversion types:

1. User makes a purchase – 5 data types: item count, price, currency, transaction ID, items.
2. Add to cart – 4 data types: item count, price, currency, items.
3. Add to wishlist – 4 data types: item count, price, currency, items.
4. Lead generation – 4 data types: price, currency, transaction ID, items.
5. Subscription – 4 data types: price, currency, transaction ID, items.
6. Page visit – 1 data type: items.
7. Viewing target content, such as a product page – 1 data type: items.
8. User performing a search – 1 data type: items

It is also possible to customize the conversion by the user. In the "custom" menu, you can receive 6 types of data and configure up to 20 custom events.

This means that there are only 8 standard conversion types and 20 custom events. This is more than, for example, Meta (Facebook), where you can track 8 target actions, but less than Yandex LLC with its two hundred actions. Considering that Reddit is a social network, the functionality is quite decent.

Step three - specify the payment method. Reddit offers different payment methods depending on the region that we specified during registration. Here are some:

1. Credit Card: The only payment method available in all regions.
2. PayPal: Payment via PayPal.
3. Bank Transfer: This method is usually used for large amounts and only in certain countries.
4. Check or Money Order: In some cases, Reddit may accept checks or money orders. However, this may take longer due to processing time.

It is possible to limit the maximum budget for the entire period of the advertising campaign. Reddit will not spend more than the specified amount on advertising.

Setting up groups

In the group settings, you can set different targeting options: specific subreddits, communities, interest groups, specify geolocation or even the type of devices on which the ad will appear.

The first step is to create a group. Here you just need to specify a name so that you can save the settings later. There can be many groups. It all depends on who, when and how you want to show ads.

The "Automatic ad creation" option allows you to create random creatives from blocks of already created advertising campaigns. How does it work? For example, we create 5 campaigns using the same "Headline + image" template. We use different headlines and different illustrations in each, and we check the "Automatic creation" box in each. Reddit will take blocks from these five templates and combine them randomly for display. In theory, this way you can determine by trial and error which option will show the best result.

The "Automatic ad creation" option allows you to test how headlines and advertising creatives work on large coverage. It is better to turn it off if you need to test a campaign on a narrow social circle or an audience of specific groups.

The second step is to determine the audiences to display.

The setup menu is divided into several parts:

1. Selecting impressions for specific communities or interest groups. Here you can simply specify keywords (up to 500) by which Reddit will search for an audience for the display.
2. Custom audience settings. Here we do not select Reddit groups and communities, but create a narrower target: for a list of specific users, for those who have already visited your website, were interested in or saw an advertisement, clicked on your advertisements.

For example, when choosing the goal "Video views", you can select those users who have previously watched your videos. More precise settings allow you to additionally set one of three values: "any viewing time", "more than 50% of the video", "100%".

The custom audience settings menu is very convenient: you can enable and disable specific user groups, upload lists as text or an attached file.

1. Selecting a geolocation. Enable or disable specific countries. For the USA, you can specify a specific state or city.
   
   Unfortunately, there is no way to define the coverage area on the map with "pins", as it used to be, for example, in Meta (Facebook). We define gender characteristics. By gender, the division is quite simple: show to everyone, men or women. This should surprise that part of the audience that believes that there are more than two genders.
2. Select devices. Here we determine on which platforms we want to display our ads: Desktop or mobile iOS and Android.
   

What's interesting is that for each option you can additionally select the operating system version and even the mobile operator in three countries: the USA, the UK, and Canada. When choosing the "Download and install the application" goal, you can specify not only the platform and operating system version, but also specific models of mobile devices.

Whenever you select a specific group of people, audience, or retargeting method, the weekly/daily impressions coverage indicators and the approximate forecast of attention and clicks change on the right side of the page. These figures are, of course, not guaranteed. This is how Reddit gives an approximate estimate of the coverage and effectiveness of the campaign you are setting up, taking into account the budget you have set.

Selecting an advertising location

The first step is to determine in which part of the page we want the ad to be displayed.

There are only two options: Feed and Conversations.

1. Feed – show ads to users who view the home page, popular channels or channels of individual communities.
2. Conversations – show ads between the publication and the first comment in the topic.

Each option has its own features. For example, headers for the Feed field can hold up to 250 characters, and for the Conversations field – up to 300. On mobile devices, headers should be created with a length of no more than 100 characters. The recommended image size in both cases is 400x300 pixels. You can read more about the technical requirements by clicking on the question icon next to the Placements menu.

The second step is brand safety settings. Here you can specify communities and interest groups in which we do not want to show our ads. There is an option to exclude by keywords.

Setting up a budget

In this menu, we select the budget type and the amount we want to spend. You can specify a daily budget or a limit for the entire campaign. Here we also determine the bid – the maximum price we are willing to pay for 1000 impressions, a click or a video view.

The following figures are relevant for Reddit:

• Minimum budget per day – $5;
• Minimum budget for the entire campaign – $155.

Minimum bid:

• CPM – $3.5;
• CPC – $0.1;
• CPV – $0.01.

It turns out that the minimum weekly budget for testing 1 creative is $35. Practical experience says that to really test the hypothesis, you need to get at least 1000 clicks on the best creatives. To select the best ones, you need to launch at least 10 pieces per week. So only for the initial selection you will need 35x10 = $350 per week. Or $1400 per month, if you continue testing for a month on different creatives (change 10 creatives every week).

Campaign schedule

The schedule is quite simple: we define the start and end dates of the campaign using the calendar. If desired, you can select specific hours of display for each day of the week. To proceed directly to creating an ad, you need to click the "Continue" button again on the right at the bottom of the screen.

Creation of creative

The advanced creative creation option offers more settings and templates compared to the simplified one. The simplified preview can be seen on the right side of the screen. It changes according to the selected template and the specified creative settings.

The first step is to specify a name for the new ad. The ad name is used for reports and is not shown to users.

The second step is to create a creative. You can select an already created and saved post or prepare a new one. There are 4 ready-made templates available for the new creative:

1. Image – a template where the main part of the creative is a photograph or illustration. The photo can be made clickable with a redirect to the target web page or service.
2. Video – creative with video integration. It is possible to add GIF videos. It is also possible to set up a redirect to the target page or service.
3. Carousel – an option with the ability to add several photographs or illustrations.
4. Text – a form for articles and reviews. The maximum number of characters with spaces is 40,000. Enough, among other things, for publishing longreads.

For all options, the option to enable or disable comments is available.

Step three – add a link to the tracker and the tracking option “per view” or “per click”.

Pros and cons of Reddit ads account

Reddit's advertising platform can't yet keep up with the functionality of Meta (Facebook), for example. Its pros and cons for marketing in the US only become apparent when compared to competitors.

The most obvious cons:

• No language targeting. For a resource that is visited daily by more than 50 million users, this is, at the very least, strange.
• There is no way to set up audience targeting based on professional principles. You can select subreddits, interest groups, and even devices for display, but you won't be able to target professions or, for example, specific companies and corporations.
• Geotargeting is only for any country, in the US - for a state or city. You won't be able to target advertising by geo to a coverage area on a map. That is, you can’t use “pins” to define a city district or some other area on the map for targeting, as was previously the case, for example, in Meta (Facebook).
• In Reddit, you can start a private chat with any user and create group chats, but there is no tool yet in the advertising account that would automatically collect an audience from users with whom you have corresponded. There is a limit on the number of messages you can send. It depends on factors such as your account status (for example, a new user or an experienced participant), your behavior on the platform, and other factors that Reddit can use to determine your activity.
• Reddit does not provide built-in functionality for creating lead forms or landing pages, as is the case, for example, in the Meta (Facebook) social network.

In general, to effectively set up an advertising campaign on Reddit, you need to spend time finding suitable topics and subreddits for advertising. For example, to promote a team of developers, targeting interest groups alone will not be enough. If you specify an interest group Business and target the USA, you will get an audience of approximately 46-57 million.

In any case, it is necessary to focus the goal on a narrower audience, but there are few convenient tools for this. In any case, you will have to sit and sort through different options with your hands.

What are the advantages?

• Reddit is a good advertising platform for those who plan to promote their business in the USA. The advantages are large coverage in America and the ability to geo-target a specific city in the States.
• 8 standard conversion types and 20 custom ones in Reddit versus 8 target actions in Meta (Facebook).
• Initial testing of advertising creatives will cost about $1,400 per month. If you plan to promote in the USA, this is rather a plus. The same tests in Linkedin will cost twice as much. For European countries, it is probably better to try promotion on other platforms.

Important information for those who are taking their company to other markets

• We run a channel in Telegram, where we share our team’s experience and publish cases on entering foreign markets.
• A guide with an overview of PR platforms in the CIS for promoting business in the IT segment can be downloaded for freehere.
• Our paid guide to foreign marketing is available at this link.