Send audiences to Reddit Ads

Reddit is home to unique communities, engaged conversations, and the best memes. Reddit Ads allows brands to find their community on Reddit, and then engage with your customers within the 100K+ active communities on Reddit using targeted ads and promoted posts.

You can send audience lists to Reddit Ads using a CSV file that contains hashed email addresses and is sent to cloud storage or SFTP, after which you can upload the CSV file to Reddit Ads through the Reddit Ads Manager.

An audience list should contain hashed email addresses. Upload the audience list to Reddit Ads, and then used it for audience targeting in Reddit Ads. There are two options:

Use a query to return a list of hashed email addresses, download the results of that query, and then upload it to Reddit Ads.

Add a hashed email column to your customer 360 database, and then send a file that contains those hashed email address to a location from which they can be uploaded to Reddit Ads.

Note

Ask your DataGrid Operator or your Amperity representative for help configuring Reddit Ads as a destination to which you can send campaigns for customer activation.

Custom audiences

Upload a customer audiences , and then use that audience to engage with your customers within communities in Reddit.

The following examples show how to build the same audience using a query that returns hashed email addresses and a campaign that uses an attribute for hashed email addresses that is available from your customer 360 database.

Query results

The following example describes the steps required to send an audience from Amperity to Reddit Ads using a query that returns a list of hashed email addresses.

Note

This example uses attributes from Amperity standard output to build a list of customers who are active and who have recently purchased products from your brand.

Open the Query Editor.

Open the Query Editor, look in the lower-right of the page and make sure your customer 360 database is selected.

Use your customer 360 database to build segments.
Build a query that returns a list of email addresses.

Build a query that returns a list of hashed email addresses that are contactable by your brand. Use additional filters to scope your audience for your use cases and goals for marketing to your customers within Reddit Ads.

For example, the following query returns a list of hashed email addresses for customers who are engaged with your brand, have opted in to receiving email communication, have made at least 4 purchases within the previous year, and have spent at least $400.

SELECT
  TO_HEX(
    SHA256(
      TO_UTF8(
        UPPER(
          TRIM(email)
        )
      )
    )
  ) AS email
FROM Merged_Customers mc
INNER JOIN Customer_Attributes ca
  ON mc.amperity_id = ca.amperity_id
INNER JOIN Transaction_Attributes_Extended tae
  ON mc.amperity_id = tae.amperity_id
WHERE (
  LOWER(mc.email) IS NOT NULL
  AND ca.contactable_email = TRUE
  AND tae.L12M_order_frequency >= 4
  AND tae.L12M_order_revenue >= 400
)

How does this example work?

This example does the following: returns a list of hashed email addresses from the Merged Customers table, which is the source of truth for personally identifiable information (PII) within your customer profiles, and then filters that list to:

  1. Ensure these email addresses are contactable (using the contactable_email attribute from the Customer Attributes table).

  2. Find customers who have purchased at least four times and spent at least $400 in the previous year (using the L12M_order_frequency and L12M_order_revenue attributes from the Transaction Attributes Extended table).
Download query results.

In the Queries page, click the Download button to download the list of email addresses as a CSV file.

Tip

Open the file in a local text editor and remove the header row. If you used the SQL in the example in step 2 the header row is email.
Save your segment.

You’re done in Amperity! Give your query a name that clearly describes the purpose. For example: “Reddit Active Customers High Spend”.

Click the Activate button in the top right corner of the Query Editor.

Tip

Use good naming patterns to ensure that you can always find your queries when you need them. Be sure to include the brand name and/or the region name if you have multiple brands or have multiple regions and want to build queries that are brand- and/or region-specific.
Upload the CSV file to Pinterest.

The last step is to upload the list to Reddit Ads. Open Reddit Ads and log in to your business account. Click Ads, then Audiences, and then click Create audience.

Create your audience as a list of customers that you upload, configure the name and description for the audience, and then upload to Reddit Ads the CSV file you downloaded from Amperity.

Note

Your uploaded audience must have at least 100 matches before it will be available for use in Reddit Ads Manager.

Depending on the size of your audience, this may take up to 48 hours to appear in the Audiences page within Reddit Ads Manager.

Database column

The following example describes the steps required to add a column to your customer 360 database for hashed email addresses, and then to use that column in a campaign.

Note

This example uses attributes from Amperity standard output to build a list of customers who are active and who have recently purchased products from your brand.

Open the Query Editor.

Important

This step must be done by a user who is assigned the DataGrid Operator policy and is required to enable the use of an attribute that contains a hashed email address within a campaign.

On the Customer 360 page, open your customer 360 database in edit mode. Add the following line of SQL to your Customer 360 table:

,SHA2(LOWER(TRIM(email)),256) AS hashed_email

Use the email column from the Merged Customers table. This example adds a column named “hashed_email” to the Customer 360 table and will make “hashed_email” available as a selectable attribute from the Edit Attributes page in a campaign.

Run the database to refresh the table and make the hashed email attribute available to segments and campaigns.

Tip

Configure a data template for Reddit Ads that removes header rows.
Build a campaign that sends hashed email addresses to cloud storage or SFTP.

Build a segment that returns a list of hashed email addresses that are contactable by your brand. Use additional filters to scope your audience for your use cases and goals for marketing to your customers within Reddit Ads.

For example, the following segment returns a list of email addresses for customers who are engaged with your brand, have opted in to receiving email communication, have made at least 4 purchases within the previous year, and have spent at least $400.

Opted in, more than 4 purchases, more than $400.

When finished, save your segment:

Opted in, more than 4 purchases, more than $400.
Use a campaign to send hashed email addresses to Reddit.

Configure a one-time campaign to use the hashed email address segment as its starting audience, and then set the control group to 0%. Select your destination – SFTP or cloud storage – and then open the Edit Attributes page.

Choose the Hashed Email attribute from the Customer 360 table.

Add hashed email addresses to your campaign.

Configure the rest of your campaign, and then schedule it.
Upload the CSV file to Reddit Ads.

The last step is to upload the list to Reddit Ads. Open Reddit Ads and log in to your business account. Click Ads, then Audiences, and then click Create audience.

Create your audience as a list of customers that you upload, configure the name and description for the audience, and then upload to Reddit Ads the CSV file from the location to which the file was sent from Amperity.

Note

Your uploaded audience must have at least 100 matches before it will be available for use in Reddit Ads Manager.

Depending on the size of your audience, this may take up to 48 hours to appear in the Audiences page within Reddit Ads Manager.