Reddit has made updates to its Ad Manager that are meant to further improve capabilities on contextual and interest-based advertising.

An improved community search allows for advertisers to find relevant communities by topic, in addition to searching specific subreddits by name. This allows new advertisers on Reddit to better reach communities, as well as reach communities who may be spread across several different subreddits.

The new targeting suggestions feature helps broaden campaign reach by providing an additional list of suggested communities, based on the client’s ideal audience. Finally, a beefed-up community information section features descriptions, topic tags, estimated audience size and a link to the selected community to better inform advertisers about the communities they may be targeting.

Mary Ann Belliveau, Reddit’s VP of large customer sales in North America, says Reddit is different than other social platforms because users are not mindlessly scrolling through content. If they’re on Reddit, then they’re there because of interest in the community and what other community members have to say. This point of difference is something the company has focused on as it has developed its advertising capabilities in recent years.

“We’re helping advertisers find communities where people are, that are really receptive to them and really care about their brands – and because it is an unduplicated reach,” she says. “We’re helping them find people they wouldn’t find in other places, at the right time with the right message.”

In addition to targeting enhancements in Ads Manager, Reddit has also added new administration tools that include a campaign lifetime budget in the ad creation process allowing advertisers to cap campaign spend with a predetermined amount. There are also new inline editing capabilities that make it simple to edit bids and budgets directly within Ads Manager.

To help advertisers make full use of the opportunities on the platform, Reddit has brought back an expanded version of its industry education program, the Boost 2.0 Certification Program. The on-demand learning hub builds on Reddit’s Fundamentals course with two to three additional hours of new content. It guides participants through first and third-party measurement tools, the fundamentals of auctions, optimization, creative techniques, strategy analysis and navigating Reddit communities.