Brand Awareness and Reach

Brand awareness and reach is the objective that buys impressions, showing your ad to as many relevant people as possible.

You use it when the point is being seen, not clicked. Reddit optimizes to serve your ad broadly across your targeting and bills you per thousand impressions. Reach settings let you cap how often one person sees the ad, so you spread across more people instead of hammering the same few over and over.

Say you are launching a new energy drink and want the running and gym communities to know the name before a retail push. You run a brand awareness campaign, cap frequency at a few views per person per week, and after two weeks the report shows a wide unique-user count at a low cost per thousand. Clicks are few, which is fine, because clicks were never the job.

Do not judge an awareness campaign by clicks or conversions. It was built to buy eyeballs, so grading it on sales makes it look broken when it is doing exactly what you asked. Match the metric to the objective.

Some campaigns are meant to be seen, not clicked.