Reddit Ads Manager

Reddit's documented guidance is to combine Promoted Posts with Conversation Placement inside the same campaign rather than picking one^[1]. The Rayovac brand-lift study found exposure to both placements produced 1.6x higher reach against brand outcomes than exposure to either placement alone^[2].

The mechanism is contextual relevance. Conversation Ads render inside the comment thread of a relevant post, catching users at peak engagement rather than mid-scroll^[3]. For Carousel ads specifically, Reddit redesigned the Conversation placement so all cards are now interactive and individually clickable - the older single-card limitation no longer applies^[4].

Cortex flags a campaign for Conversation Placement uplift when (a) the targeted subreddits have a documented comment-to-post ratio above 4:1 and (b) the campaign objective is Conversions, Traffic, or App Install^[5]. For pure brand awareness above the funnel, Feed-only is usually still the right call - Conversation real estate is most valuable when the user has stopped scrolling to read recommendations^[6].

Plan for a 2-week learning period when you enable multi-placement on an existing single-placement ad group^[7]. The Cortex Placement Sentry will alert if Conversation CPM drifts more than 30% above the Feed CPM benchmark during the transition.