TLDR Tech / Marketing
The Reddit detour distorting PPC signals
Reddit is quietly distorting PPC signal quality by intercepting high-intent searches before buyers ever reach an advertiser's page. A study of 8,566 B2B SaaS keywords found Reddit beats every vendor organically 67.3% of the time on terms with $50+ CPCs. When buyers spend days researching on Reddit before clicking an ad, Smart Bidding sees the cost without the conversion and pulls back on the exact terms producing the most qualified leads. Offline conversion tracking is the primary fix, with Google's own data showing a median 10% lift in conversions for advertisers who import downstream outcomes using first-party data alongside click IDs.
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