The Reddit advertising network opened access to automated Max campaigns for all advertisers. The tool had been in closed beta testing since January and has now become public. The format works on the same principle as Meta Advantage+ or Google App Campaigns: the platform’s algorithm automatically selects the audience, distributes the budget between ads, and chooses placements.
Testing setups through Asset Groups
The main change was the introduction of Asset Groups. Previously, a separate campaign had to be created for each approach, which fragmented the daily budget and left the algorithm without enough data for optimization.
Now, different sets of creatives, headlines, and landing page links can be combined within a single Max campaign. The system automatically identifies working setups and gives them most of the impressions. At the same time, statistics for each group are displayed separately, so ineffective creatives and pages can be disabled manually without restarting the entire campaign.
Automation and API management
Along with the public release, Reddit opened Max campaign management through its official API and added integration with third-party services such as Smartly.
Thanks to this, ad launches and management can be handled through external software: setting up automated rules, bulk-duplicating ad groups, and stopping setups when the acceptable conversion cost is exceeded without constantly checking the ad account manually.
A change in the approach to audiences
Previously, buying traffic on Reddit required manually searching for subreddits and carefully selecting communities for an offer. In Max campaigns, the algorithm relies on the user’s action history and activity across the entire platform, not only on subscriptions to specific threads.
According to Reddit, algorithmic audience selection reduced the average cost per target action in tests by 17%, while the total number of conversions increased by 27% compared with manual setup.
What this changes for traffic campaigns
Reddit remained a difficult traffic source for a long time because of the specifics of its communities: manually selecting subreddits often led to rapid audience burnout and wasted budget. With the shift to automated campaigns, ad buying is moving toward a broad-targeting format, where the result primarily depends on the combination of the creative and landing page.
