About Campaign Objectives

One of the first steps to building a new campaign is choosing a campaign objective. A campaign objective optimizes your ads based on your campaign's goal. It also affects your ad group, ad setup, and bidding structure.

Objective	Description	Post types available	What you optimize and pay for
Brand awareness and reach	Increase awareness of your brand or product.	Free-form Image Video Carousel	Optimize for: Impressions Pay for: Cost per thousand impressions (CPM)
Traffic	Drive redditors to your website or post on Reddit.	Free-form Image Video Carousel	Optimize for: Clicks Pay for: Cost per click (CPC)
Conversions	Drive redditors to perform valuable actions on your website based on the conversion goal you set.	Image Video Carousel	Optimize for: Conversions Pay for: Cost per click (CPC)
Video views	Increase views of your video on Reddit.	Video	Optimize for: Views Pay for: Cost per view (CPV)
App installs	Drive redditors to install your iOS or Android mobile application. Requires separate ad groups for Android and iOS users. Only shown on mobile devices.	Image Video Carousel	Optimize for: App installs Pay for Lowest cost: Optimized cost per mille (oCPM) Cost cap: Cost per click (CPC)
Catalog sales (beta)	Drive sales to your retail products and services. Requires setting up a catalog.	Image Video Carousel	Optimize for: Catalog sales Pay for: Cost per click (CPC)
Lead generation (beta)	Capture valuable leads with forms on Reddit.	Image Video	Optimize for: Clicks Pay for: Cost per click (CPC)